The document discusses the Lean Startup methodology and Lean Canvas tool. It provides an overview of Lean Startups, explaining that they aim to shorten product development cycles through hypothesis-driven experimentation and iterative releases. The Lean Canvas is then introduced as a tool that documents a startup's assumptions and helps identify risks like product risk, customer risk, and market risk. The document concludes by comparing the Lean Canvas to the Business Model Canvas and providing examples of companies that have used lean startup principles.

1. Going lean
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com
IED, 11 Dec 2018
Lesson 10/2018

2. 10. Launch + 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 & Launch
10.Going Lean
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3. 10. Going lean
Lean Startups
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4. 10. Launch + going lean
“The Lean Startup method teaches
you how to drive a startup-how to
steer, when to turn, and when to
persevere-and grow a business
with maximum acceleration.”
!4 http://theleanstartup.com/principles

5. 10. Launch + going lean
Lean Startups
A methodology for developing
businesses and products.
It aims to shorten product development
cycles by adopting a combination of
business-hypothesis-driven
experimentation, iterative product
releases, and validated learning.
!5 https://en.wikipedia.org/wiki/Lean_startup

6. 10. Launch + going lean!6

7. 10. Going lean
Lean Canvas fundamentals
!7

8. 10. Launch + 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.”
!8 https://leanstack.com/lean-canvas/

9. 10. Launch + going lean
Lean Vs Business Model
!9 https://leanstack.com/lean-canvas/

10. 10. Going lean!10
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11. 10. Going leanhttps://leanstack.com/why-lean-canvas/

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

13. 10. Launch + 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
!13

14. 10. Launch + going lean
Risks
!14 https://leanstack.com/the-10x-product-launch/

15. 10. Launch + 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.
!15 https://leanstack.com/the-10x-product-launch/

16. 10. Launch + 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.
!16 https://leanstack.com/the-10x-product-launch/

17. 10. Launch + 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.
!17 https://leanstack.com/the-10x-product-launch/

18. 10. Launch + going lean
Lean startup cycle
!18 http://theleanstartup.com/

19. 10. Launch + going lean
Lean startup cycle
!19 http://theleanstartup.com/

20. 10. Launch + going lean
Deming cycle
!20 Img by http://www.bulsuk.com/2009/02/taking-first-step-with-pdca.html

21. 10. Launch + going lean
Deming cycle
!21 Img by Johannes Vietze CC-BY-SA

22. 10. Going lean
Examples
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23. 10. Launch + going lean!23 http://www.slideshare.net/SheenYap1/exploring-the-lean-canvas/28
Facebook (2004)

24. 10. Launch + going lean!24 https://stfalcon.com/en/blog/post/planning-lean-startup-development-quickly
Photosharing desktop app CloudFire

25. 10. Launch + going lean!25 http://www.multunus.com/blog/2016/03/business-model-case-study-skype/
Skype (2003)

26. 10. Launch + going lean!26
http://tommorkes.com/3-step-framework-for-starting-anything-from-scratch-even-if-you-
dont-have-money-connections-or-an-audience/
A Brewery

27. 10. Launch + 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).
!27 http://blog.lunarlogic.io/2015/canvases-which-one-should-i-choose/

28. 10. Launch + going lean!28
Business Model Canvas

29. 10. Launch + going lean!29
Lean Canvas

30. 10. Launch + 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.
!30