This document provides an overview of Justus Brown's background and work focusing on product development. It discusses his experience building over 23 businesses from scratch as the Chief Product Officer of Founders Factory, an accelerator and incubator. Founders Factory helps launch 2 new startups per sector annually and scales 5 existing businesses, having created over 60 technology companies to date. The document also covers some of the advantages and challenges of building products within large corporations versus startups.

1. —
WHO AM I?
Justus Brown
Chief Product Officer
https://www.linkedin.com/in/justusbrown/

2. •STEP Verkehr site
•Berliner Flughafen security DB
•FactSet thin client
•Active Publishing Workstation
•IVU Stammdateneditor
•IVU.Pool
•IVU.Locate
•Nokia Maps
•Routing Core
•Navteq Discover Cities
•Nokia / HERE Transit
•Nokia NFC stack
•HERE Drive
•Amazon Maps
•HERE Maps Platform API’s
•TASER
•Open Mobile Ticketing Alliance
•Founders Factory + 23 new
businesses from scratch so far
I LIKE PRODUCTS.

3. WHAT IS THIS FACTORY THING?

4. WHAT IS THIS FACTORY THING?

5. ACCELERATOR INCUBATOR
Help existing businesses

6. ACCELERATOR INCUBATOR
Help existing businesses
Make new businesses

7. TRAVEL FINANCE BEAUTY
MEDIA A.I. EDUCATION

9. 60

10. F O U N D E R S F A C T O R Y
A PROVEN MODEL FOR
BUILDING STARTUPS IN EUROPE.
6 Investors
bringing unfair
competitive
advantage
60
full time
operations
team
200+
startups launched in 5 years
ACCELERATOR
5 startups scaled per
year, per sector
INCUBATOR
2 startups launched
per year, per sector
+
FOUNDERS FACTORY
60+
technology
companies to
date

11. INCUBATOR
BUILDING TECH COMPANIES FROM SCRATCH
Validate. Iterate.Prototype.Discover. Design & Build. Hire & Launch.

12. BUT FIRST, SOME BASICS.

13. —
WHAT’S A PRODUCT?
ANYTHING THAT CAN BE OFFERED TO
A MARKET THAT MIGHT SATISFY A
WANT OR NEED.

14. —
WHAT’S A PRODUCT?
ANYTHING THAT CAN BE OFFERED TO
A MARKET THAT MIGHT SATISFY A
WANT OR NEED.
TECH

15. J O S H E L M A N
”HELP YOUR TEAM (AND
COMPANY) SHIP THE RIGHT
PRODUCT TO YOUR USERS.”
PRODUCT MANAGEMENT
https://medium.com/@joshelman/a-product-managers-job-63c09a43d0ec#.r4z75ak1z
WHAT’S A PRODUCT MANAGER?

16. BUILDING WITH CORPORATES.

17. STARTUP CORPORATE
PRODUCTS IN STARTUPS VS. CORPORATES.

18. STARTUP CORPORATE
CONSTRAINTS
OVERVALIDATION
FEAR OF EMBARASSMENT
DECISION PARALYSIS
LEGACY
POLITICS
BUDGETING
PRODUCTS IN STARTUPS VS. CORPORATES.

19. STARTUP CORPORATE
CONSTRAINTS
OVERVALIDATION
FEAR OF EMBARASSMENT
DECISION PARALYSIS
LEGACY
POLITICS
BUDGETING
PRODUCTS IN STARTUPS VS. CORPORATES.
NO CASH
UNDER STAFFED
NO FIRST CUSTOMER
GO TO MARKET
LEGAL CHALLENGES
TURNOVER
COMPETITORS

20. —
BUILDING WITH(IN) CORPORATES.
Your enemies include:
• Overvalidation
• Fear of embarrassment
• Decision overhead
• Constraints
• Scope

21. —
TIME.
• Product development is a a game of
time.
• Runway = time
• Competition = -time
• Your core deliverable is the best balance
of small steps for today vs the future
vision

22. SO WHY BUILD WITH CORPORATES?

23. UNFAIR ADVANTAGES HELP US
BUILD GREAT STARTUPS.
Customer Reach and Market Penetration
Brand Association and PR
Proprietary Insights, Data & IP
Distribution
Product validation & feedback
Capital

24. STARTUP A STARTUP BW I T H F A C T O R YW I T H O U T F A C T O R Y

25. STARTUP A STARTUP B
DISTRIBUTION
MARKET INSIGHT
FIRST CUSTOMER
DATA SETS
PRODUCT
ENGINEERING
GROWTHBIZ DEV
FUNDRAISING
FF NETWORK
W I T H F A C T O R YW I T H O U T F A C T O R Y

26. BUT HOW IS THAT USER-CENTRIC?
I S I G N E D U P T O L E A R N A B O U T U S E R C E N T R I C P R O D U C T
D E S I G N A N D A L L Y O U ’ R E D O I N G I S T A L K I N G A B O U T
C O R P O R A T E S .

27. —
HOW TO BUILD A STARTUP.
1. CONCEPT
1-2 months
2. BUILD
3-4 months
3. SPIN OUT
Continuous
• Identify opportunity
• Form solution hypothesis
• Validate proposition
• Build MVP
• Attract first customers
• Exploit advantage
• Form founding team
• Incorporate company
• Fundraising

28. CONCEPT CIRCUIT.

29. WHAT IS A CONCEPT?

30. —
FIND.
ETHNOGRAPHIC
STUDIES
PROBLEM
WORKSHOPS
PARTNER
INTELLIGENCE
MARKET
LANDSCAPING
FORUM
NETWORK
TREND
ANALYSIS
NEW
TECHNOLOGY
FOCUS
GROUPS
USER
INTERVIEWS
ASSUMPTION
WORKSHOP
REGULATORY
CHANGES
Identify new opportunities and problems to solve

31. —
FIND.
PARTNER
INTELLIGENCE
Identify new opportunities and problems to solve
ETHNOGRAPHIC
STUDIES
PROBLEM
WORKSHOPS
MARKET
LANDSCAPING
FORUM
NETWORK
TREND
ANALYSIS
NEW
TECHNOLOGY
FOCUS
GROUPS
USER
INTERVIEWS
ASSUMPTION
WORKSHOP
REGULATORY
CHANGES

32. —
FIND.
Opportunities and problems can come in different forms
TAPTRIP
Market landscaping:
“SME’s are under served
by travel operators”
AWAY AWAY
Workshop
“Could we build a
platform for travel
influencer marketing?”
ENTALE
Partner insight
“Podcasts are hugely
popular for us, but no
innovation has happened
for a while”
NATIVE COMMERCE
New technology
“Can we apply existing
technology from our
products to new sectors?”

36. RESIST THE TEMPTATION OF
JUMPING TO SOLUTIONS.

37. —
FORM.
Form solution hypothesis to identified problems

38. OPPORTUNITYFRAMEWORK
FACTORS
PLAYERS
VALUE
COMPETITORS
ADJACENCIES &
POTENTIAL PARTNERS
TARGET CUSTOMER
BASE(S)
QUESTIONS & ASSUMPTIONS
TO EXPLORE/VALIDATE
TRENDS
MARKET CONSUMER TECH
ASSETS AVAILABLE
TO BE LEVERAGED
RISKS & CONSIDERATIONS
(INCL. APPROPRIATENESS,
ASSUMPTIONS)
HYPOTHESIS

39. —
VALIDATE.
Is what we’re doing right?

40. FINALLY SOME EXAMPLES.
I W O U L D G I V E A N Y T H I N G F O R T H A T Y E L L O W L O G O T O
S T O P S P I N N I N G .

41. INCUBATOR
BUILDING TECH COMPANIES FROM SCRATCH
TapTrip is a new travel booking
app focused on reinventing the
mobile flights booking process for
frequent flyers and enterprises
with managed travel solutions
A hair salon booking platform
that is helping small businesses
go digital, eradicate paper and
move away from cash to seamless
mobile transactions
OnCare is a platform for families
to find, and carers to provide,
amazing quality personalised
care
Chosen is an AI recruitment tool
that helps recruiters find great
talent quickly, unbiased, and
beyond their own networks

42. AND WHAT FAILED?

43. AND WHAT FAILED?
J O I N U S F O R S H O W & T E L L ! F R I D A Y S A T 6 P M .

44. WINNER OF THE EUROPAS.

45. !47
USEFUL QUESTIONS FOR ICMP Tool
I LIKE WRITING ABOUT PRODUCT
For a writeup and today’s slides, go to: https://blog.usejournal.com/@justusb

46. LIVELY DISCUSSION.

47. LET’S KEEP IN TOUCH.
—
Founders Factory
Northcliffe House
Young Street
W8 5EH London
Justus Brown
justus@ff.co