This document discusses the Lean Canvas approach for startups. It provides an overview of the Lean Canvas methodology, comparing it to traditional business plans. The Lean Canvas focuses on validating assumptions through quick iterations of building, measuring, and learning. It outlines key risks to test, including product risk, customer risk, and market risk. Examples of Lean Canvases for past successful startups like Facebook and Skype are also presented. The document emphasizes that canvases are flexible tools to map issues for startups to consider at different stages.

1. Going lean
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com
IED, 20 Dec 2016
Lesson 10/2016

2. 10. Going lean
Course program
1. Start-ups
2. Business Model & Canvas
3. Value Proposition Design
4. Customers & Market
5. Activities & Costs
6. Legal basics
7. Start-up in Italy & ecosystems
8. Design & planning
9. Pitch and launch
10.Going Lean
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3. 10. Going lean
Lean Canvas fundamentals
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4. 10. Going lean
Why?
“Business plans take too long to write,
are seldom updated, and almost never
read by others but documenting your
assumptions are key.”
4 https://leanstack.com/lean-canvas/

5. 10. Going lean
Lean Vs Business Model
5 https://leanstack.com/lean-canvas/

6. 10. Going lean6
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5 6
7 8
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7. 10. Going leanhttps://leanstack.com/why-lean-canvas/

8. 10. Going leanhttps://canvanizer.com/how-to-use/business-model-canvas-vs-lean-canvas
Lean Canvas Vs Business Model Canvas

9. 10. Going lean
Solution
“I purposely made the solution box less than one-ninth of the
entire canvas because, as entrepreneurs, we are most
passionate about the solution box and what we are naturally
good at. “
— Ash Maurya, Running lean
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10. 10. Going lean
Risks
10 https://leanstack.com/the-10x-product-launch/

11. 10. Going lean
Product Risk – Getting the
product right
1. First make sure you have a problem worth solving.
2. Then define the smallest possible solution (MVP).
3. Build and validate your MVP at small scale (demonstrate
UVP).
4. Then verify it at large scale.
11 https://leanstack.com/the-10x-product-launch/

12. 10. Going lean
Customer Risk – Building a
path to customers
1. First identify who has the pain.
2. Then narrow down to early adopters who really want your
product now.
3. It’s okay to start with outbound channels.
4. But gradually build/develop scalable inbound channels –
the earlier the better.
12 https://leanstack.com/the-10x-product-launch/

13. 10. Going lean
Market Risk – Building a
viable business
1. Identify competition through existing alternatives and pick
a price for your solution.
2. Test pricing first by measuring what customers say (verbal
commitments).
3. Then by what they do.
4. Optimize your cost structure to make the business model
work.
13 https://leanstack.com/the-10x-product-launch/

14. 10. Going lean
Lean startup cycle
14 http://theleanstartup.com/

15. 10. Going lean
Lean startup cycle
15 http://theleanstartup.com/

16. 10. Going lean
Deming cycle
16 Img by http://www.bulsuk.com/2009/02/taking-first-step-with-pdca.html

17. 10. Going lean
Deming cycle
17 Img by Johannes Vietze CC-BY-SA

18. 10. Going lean
Examples
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19. 10. Going lean19 http://www.slideshare.net/SheenYap1/exploring-the-lean-canvas/28
Facebook 2004

20. 10. Going lean20 http://i0.wp.com/www.multunus.com/wp-content/uploads/2016/03/Skype-Lean-Canvas.jpg
Photosharing desktop app CloudFire

21. 10. Going lean21 http://www.multunus.com/blog/2016/03/business-model-case-study-skype/
Skype

22. 10. Going lean22
http://tommorkes.com/3-step-framework-for-starting-anything-from-scratch-even-if-you-
dont-have-money-connections-or-an-audience/
A Brewery

23. 10. Going lean
Pets Clothes
App which allows people to design pets clothes, which lets
you put your pet in a costume (like that dog in a spider
costume).
23 http://blog.lunarlogic.io/2015/canvases-which-one-should-i-choose/

24. 10. Going lean24
Business Model Canvas

25. 10. Going lean25
Lean Canvas

26. 10. Going lean
Hints
• Canvases are only a map of the issues that every startup
should consider.
• There is no canvas which is always the best.
• You can use more than one canvas in the very beginning; it
forces you to look at a product from different perspectives.
You can also change a canvas while working with a
product.
• If you can’t fill out any canvas in a logical way, you should
rethink your business model or even just think again,
deeply, about its formula.
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