This document discusses the Lean Launch48 process for validating business ideas through building minimum viable products (MVPs) and customer testing. It emphasizes the importance of understanding customer needs through problem interviews, defining the specific "job to be done" by potential products, developing simple prototypes to test solutions and business model hypotheses, and gathering metrics from real customers to iterate quickly. The goal is to efficiently search for a viable business model by testing assumptions with customers rather than developing comprehensive products and business plans upfront.

1. Lean Launch48
Iz El-Bahnasy - ConsultantTerracoding / Co-founder

2. Iz El-Bahnasy
Known Business Model

3. Iz El-Bahnasy

4. Iz El-Bahnasy
What’s Different about a
New Products / Startups
By Images_of_money -
Flickr

5. Iz El-Bahnasy
The Search for the Business Model

6. Iz El-Bahnasy
The Search for the Business Model

7. Iz El-Bahnasy
The Search for the Business Model
Key
Partners
Key
Activities
Key
Resources
Value
Proposition
Channels
Customer
Relationships
Customer
Segments
Cost Structure
Revenue Streams

8. Iz El-Bahnasy
The Search for the Business Model

9. Iz El-Bahnasy
Customer Segments:
Groups of people your
product/service will
reach
Mass Market
Niche Market
Segmented
Diversified
Multi-sided

10. Iz El-Bahnasy
Value Proposition:
products / services
that provide value for a
customer segment
Newness
Performance
Customisation
Getting the job done
Design
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convenience / Usability

11. Iz El-Bahnasy
Channels:
How to reach and
communicate with
customer segments
Own Channels
Partner Channels

12. Iz El-Bahnasy
Customer
Relationships:
What type of
relationship to
establish with the
customer.
Get
Keep
Grow
Personal assistance
Dedicated personal
assistance
Self-service
Automated services
Communities
Co-creation

13. Iz El-Bahnasy
Efficiency in validated
learning
Efficiency in finding the
Business Model

14. Iz El-Bahnasy
Lean => Speed
By dicktay2000 - Flickr

15. Iz El-Bahnasy
Validated Learning

16. Iz El-Bahnasy
Minimal Viable Product
(MVP)
A Scientific Experiment

17. Iz El-Bahnasy
Writing Hypothesis

18. Iz El-Bahnasy
As a
I want
so that
Market Segment
Solve Problem / Need
Solution

19. Iz El-Bahnasy
As a 20-60 yr old above average earning,
I want to shop at Woollies (where everything is in one place)
so that I can save time jumping between the grocer / butcher /
fishmonger
Market Segment
Problem / Need
Solution

20. Iz El-Bahnasy
I want to shop at Woollies (where everything is in one place)
so that I can save time jumping between the grocer / butcher /
fishmonger
Problem / Need
Solution
Value
Proposition

21. Iz El-Bahnasy
Empathy or Problem Stage

22. Iz El-Bahnasy
Problem Interview
Observing the customer
over asking the
customer
The jobs to be done

23. Iz El-Bahnasy
What’s your Industry?
By Simon Scott, Flickr

24. Iz El-Bahnasy
Personify your product
By SalFalko, Flickr

25. Iz El-Bahnasy
Jobs to be Done
The Milkshake Story
By Shannon K
Flickr

26. Iz El-Bahnasy
As a 20-60 yr old above average earning,
I want to shop at Woollies (where everything is in one place)
so that I can save time jumping between the grocer / butcher /
fishmonger
Market Segment
Problem / Need / Job to be done
Solution

27. Iz El-Bahnasy
so that I can save time jumping between the grocer /
butcher / fishmonger

28. Iz El-Bahnasy
so that I can save time jumping between the grocer /
butcher / fishmonger
I am too busy to travel between the grocers, the butchers
and the fishmongers
I don’t have much time coming back home from work to
find ingredients and cook my self
I don’t like carrying bags between one shop to the other
I like shopping from the local butchers to support local
suppliers.
Why
Why
Why
Why Not
Job to be done

29. Iz El-Bahnasy
Job to be done
so that I can save time jumping between the grocer /
butcher / fishmonger
so that I can save money
so that I can gain rewards points
so that I can find some reduced items

30. Iz El-Bahnasy
Solution Fit MVP
by d.billy
Flickr

31. Iz El-Bahnasy
How we market-test
prototypes

32. Iz El-Bahnasy
Given
When
Then
I have an ABILITY + MOTIVATION
I produce a desired BEHAVIOUR
There is a TRIGGER

33. Iz El-Bahnasy
Given
When
Then
I can use a touch screen / I have a small amount of
shopping / I don’t like queuing
I should use the self service checkout
It is time to checkout

34. Iz El-Bahnasy
Tools for MVP

35. Iz El-Bahnasy
Tools: Pen, cardboard
Square Space
Launchrock
Unbounce
Balsamiq
Mockingbird
Pop iPhone app
Dnsimple
Godaddy
fs6
Hacker News
Linkedin contacts / groups
Linkedin ads
Facebook ads
Google ads

36. Iz El-Bahnasy
Launch48 Lessons Learned
“Team Work”
“Get out of the building”
“Does it actually matter”
“Do we need this”
“Discussion overload”
“Give your best ideas to your team mate”
“Metrics over products”

37. Iz El-Bahnasy
Have Fun
@elbahnasy
www.forminghypothesis.com
iz@terracoding.com