First Tuesday Bergen 1. Oktober 2013 - Helge Hannisdal Lean Startup metodikken har transformert hvordan man bygger og lanserer nye produkter. Mens mange gründere fortsatt kaster investornes penger ut vinduet, begynner flere og flere å jobbe etter Lean Startup metoden. Helge Hannisdal, co-founder itslearning, gir deg oppskriften på å komme i gang med Lean Startup. Helge er utdannet IT ingeniør fra HiB og har fagbrev i Elektronikk. Helge har 13 års erfaring fra itslearning som Co-Founder, CEO, CTO og CMO. Helge og itslearning har vunnet mange priser, bla: Bergen Kommune etablerpris, TISIP prisen, DNBs bedriftspris, Rising Star prisen, DN Gazelle, DTT Fast 500 og Fast50. Han har videre flere års erfaring med gründervirsomheter gjennom rådgivning, mentoring, kursvirksomhet og styrearbeid i en rekke startups i Bergen, bla igjennom Connect Vest, Nyskapningsparken, Innovasjon Norges mentortjeneste og som angel investor.

1. lE sTTU
fO SmAE IEsTEr  GünDE

2. Entrepreneur phase
1999
Idéa
Growth phase
Operating phase
Internationalization
Consolidation
2012
214 employees - 8 countries
revenue 200MNOK - valuation 600MNOK
CEO
CTO
CMO

3. INTERESTS
ENTREPRENEURSHIP
NYSKAPNINGSPARKEN
CONNECT VEST
MENTOR
BUSINESS ANGEL
TECHNOLOGY
INNOVATION
SALESMARKETING STRATEGY
DISRUPTIVE
ENTREPRENEUR
BOARD OF DIRECTORS
INNOVASJON NORGE STARTUP WEEKEND

4. 75%Fails/bankrupt.
Revenue > 1M SEK after 3 years.
9%

6. sTTuP Vs IsTG CPaNS
The startups starts with an series of unknowns (hypothesis) (mostly)
They Search
Existing companies deal with execution of knows (mostly)
They Execute
The insight is that management tools built to execute don’t work for
searching
Lean Startup is an collection of new tools designed for search mode

7. a An AUp A RaDIoN cOAN
srAGysrAGy
Business Model
Hypothesis-driven
Business Plan
Implementation-driven
EW RoDT RoCSEW RoDT RoCS
Customer Development
Get out of the office and test hypothesis
Product Management
Prepare offering for market following a linear, step-by-step plan
NgIENgNgIENg
Agile Development
Build the product iteratively and incrementally
Agile or Waterfall Development
Build the product iteratively, or fully specify the product before building it
OrnIzioOrnIzio
Customer and Agile Development Teams
Hire for learning, nimbleness and speed
Departments by Function
Hire for experience and ability to execute
FinCl RerTgFinCl RerTg
Metrics that Matter
Customer acquisition cost, lifetime customer value, churn, viralness
Accounting
Income statement, balance sheet, cash flow statement
FaurFaur
Expected
Fix by iterating on ideas and pivoting away from ones that don’t work
Expection
Fix by firing executives
SpdSpd
Rapid
Operates on good-enough data
Measured
Operates on complete data
Steve Blank, Harvard Business Review 2012

8. N SRtU Is  tEOrA oRNiZIN
dEGnE To sECh fO A rEAtAE N
sCAL bUNeS MEl.
- Steve Blank
hvor putter vi denne
sliden?

9. tH LeA StAUp TO

10. lE sTTuP EtH - 3 CPoNTs
business model design - canvas with testable hypotheses
customer development - get out of the building and test the
hypotheses
agile development - building a minimum viable product (MVP)

11. UsISs DL EGn
He SiNS MEl NS
dERiB lOCaL W
yO bUNeS WoR oN 
sILe Ge.
AcH OmPEnT OnTNS
a RiE Of PoTSiS HT
yO NeE To St.
Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
Problem
Top 3 problems
Existing
Alternatives
Solution
Top 3 features
Unique Value
Proposition
Single, clear
compelling
message that
states why you
are different and
worth buying
High-Level
Concept
Unique Value
Proposition
Single, clear
compelling
message that
states why you
are different and
worth buying
High-Level
Concept
Unfair Advantage
Can’t be easily
copied or bought
Customer
Segments
Target customers
Early Adopters
Problem
Top 3 problems
Existing
Alternatives
Key Metrics
Activity that
drives retention/
revenue
Unique Value
Proposition
Single, clear
compelling
message that
states why you
are different and
worth buying
High-Level
Concept
Unique Value
Proposition
Single, clear
compelling
message that
states why you
are different and
worth buying
High-Level
Concept
Channels
Path to customers
Customer
Segments
Target customers
Early Adopters
Cost Structure
Customer Acquisition Costs
Distribution Costs
Hosting
Staff etc.
Cost Structure
Customer Acquisition Costs
Distribution Costs
Hosting
Staff etc.
Cost Structure
Customer Acquisition Costs
Distribution Costs
Hosting
Staff etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
1

12. UsTER EvEPNt
g o o t Budi!
- Steve Blank
2
Search Execute
Problem/Solution
Fit
Product/Market
Fit
Scale
Pivots Optimizations
Validated Learning Revenue & Growth
Method
How to change
Objective

13. Requirements Development QA Release
ReASt Sk  nO DeVOpMT O NeW RoDTs,
bU DeVOpMT O CuSMeR AnD ArKS.
- Steve Blank
Mt EaRNg PpE Re
TritIAl OdU dELoPNt

14. V
2 weeks - 2.000$ 9 months - 82.000.000$

15. GE EvEPNt
TaRPs wAt CcE aR ThO tH mAGe  iTAT
eNGh MeS EfO rUInG Ut  rEUEs.
- Eric Ries
3
Steve Blank, Harvard Business Review 2012
short repeatable cycles
continuously revise MVP

16. IDEAS
PRODUCTDATA
-- EeDCk Op
BUILD
MEASURE
LEARN
bUD AEr
Unit Tests
Usability Tests
Continuous Integration
Incremental Deployment
Free & Open-Source Components
Cloud Computing
Cluster Immune System
Just-in-time Scalabilty
Refactoring
Developer Sandbox
lEN AEr
Split Tests
Customer Interviews
Customer Development
Five Whys Root Cause Analysis
Customer Advisory Board
Falsifiable Hypotheses
Product Owner Accountability
Customer Archetypes
Cross-functional Teams
Smoke Test
Meur AEr
Split Tests
Clear Product Owner
Continuous Deployment
Usability Tests
Real-time Monitoring
Custom Liason
Funnel Analysis
Cohort Analysis
Net Promoter Score
Search Engine Marketing
Real-time Alterting
Predictive Monitoring Eric Ries / KissMetrics
Wireframes
Prototypes
Landing Pages
Focus Group

17. cUOmE DeVOpMT

18. eAY APRs

19. Ino
HeR ArE O FTs SiD YR
bUDN
OuR SsUTiO mU E
vADaT bY UtU cUORs
Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
Problem
Existing
Alternatives
Solution Unique Value
Proposition
High-Level
Concept
Unique Value
Proposition
High-Level
Concept
Unfair Advantage Customer
Segments
Early Adopters
Problem
Existing
Alternatives
Key Metrics
Unique Value
Proposition
High-Level
Concept
Unique Value
Proposition
High-Level
Concept
Channels
Customer
Segments
Early Adopters
Cost StructureCost StructureCost Structure Revenue StreamsRevenue StreamsRevenue Streams
?? ? ? ?
??
? ?

21. hOw To T IIH?
Talk to customers (interviews)
Landing page experiments
Observe customer using
competing/similar product
Concierge test
Demo/Present your wireframe/
mockups/prototype
Test apps
Crowd-Funding test
He Al AsU oF UcCS I ThE UmB O
eXRiMTs At N B CrOwEd TO 2 HRs.”
-Thomas Alva Edison

22. cOIGe cRwD FDN

23. iTAtE R POt
Roleplaying game to Flickr
HotOrNot.com to Facebook
Tune In Hook Up toYoutube
Personal podcasting to Twitter
Cellular Phone for kids to simcard to
Bipper (iphone app)
iTAT -  mIR CNgE N
oN Or Re SiNS MEL
cOONt
pIT - N SStAIE
cHGE i O oR OE
bUNeS MoD cOONt

24. m - InIM VBlE RoDT

25. “The minimum viable product is that version of a new product which
allows a team to collect the maximum amount of validated learning
about customers with the least effort."
- Eric Ries

26. mV TiMIN
Me
low-fidelity
concierge
wireframes
detail
level
customers
type
days
interviews
sketch
high-fidelity
video
prototype
pre-sales
weeks
mockup
letter of intent sell
pixel perfect
finished actual
product
months
ship
effort
roadmap
vision
years
value prop

27. Ce: Keto
detail
level
customers
type
surveys
effort Q4 2009
value prop
problems
low-fidelity
new sales
complete mvp
finished actual
product
ship
aug 2010
high-fidelity
prototype (40%)
pilot agreement
mockup (60%)
Q1 2010
HF#$#LIMITED#PROTOTYPE#
KEYSTONE(IN(BRIEF(
Keystone(is(a(web(based(control;centre(for((real;=me(monitoring,(management(and((planning(of(equipment(opera=ons(in((the(oil(industry.(
www.keystone.no(
interviews

28. dRBoX V - 7.00 SNP
https://vimeo.com/65885136

29. gO TrAIO?
JAN FEB MAR APR MAY JUN AVG
Customer
Meetings
19 24 16 22 19 14 22
New contracts 8 6 8 4 4 4 6
Conversion Rate
(%)
42 % 25 % 50 % 18 % 21 % 29 % 31 %
97,5% retention
Confirms “Product/
Market” fit

30. wA tO EaR MR?
http://steveblank.com/tools-and-blogs-for-
entrepreneurs/ Steve Blank
http://spark59.com Ash Maurya
http://www.startuplessonslearned.com Eric Ries
http://www.businessmodelgeneration.com Alexander
Osterwalder
ROALD:
FÅR NOE PÅ BERGEN LEAN
STARTUP CIRCLE

31. LærE Er  EN TaRP?
Utveksle Lean Startup erfaringer med andre?
Lean Startup Circle er under etablering i Bergen.
Registrer deg på
http://www.meetup.com/Lean-Startup-Circle-Bergen
send SMS med kodeord LEAN til 2077
eller

32. helgeh@gmail.com
http://linkedin.com/in/helgeh
AkK Or G!