1. @twg #techraking
LEAN STARTUP METHODS
FOR BREAKING OUT OF THE
NEWSROOM
Dominic Bortolussi
The Working Group
twg.ca

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“This industry is a dying giant”

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“WE AREN’T A NEWS SOURCE, WE
AREN’T PROFESSIONAL JOURNALISTS,
AND WE DON’T CARE.”
- Their ‘About’ page, Dec, 2013.

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REVENUE HAS DECREASED BY
13% ACROSS CANADA’S
NEWSPAPER INDUSTRY OVER
THE LAST FIVE YEARS
(SOURCE: STATISTICS CANADA)

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AND IT’S PREDICTED TO DROP
20% BY 2017
(SOURCE: PWC GLOBAL ENTERTAINMENT AND MEDIA OUTLOOK)

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LAYOFFS AT THE NATIONAL
POST, GLOBE & MAIL, TORONTO
SUN, CBC…. THE LIST GOES ON

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“This industry is a dying giant”
What TV is doing to the movie industry.
- U.S. News & World Report (1958)

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EVERYTHING GETS DISRUPTED

11. v10,000
15,000
2001 2006 2011
13,28013,320
12,965
No fewer journalists in Canada since 2001 (Statistics Canada)
Despite layoffs and buyouts at newspapers, the total number of Canadians
saying they work as journalists has held steady over the past decade.

12. @twg #techraking
NOBODY’S RUNNING OUT OF IDEAS
But we’ll want to identify the good ones.

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HOW DO WE MAKE SURE
OUR IDEAS ARE GOOD?

17. AVOID

18. Front Porch Forum You???TSN
@twg #techraking
ABOUT US

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You’re a good researcher and connector who
knows how to ask the right questions
You’re resourceful, and don’t get discouraged
when someone tells you ‘no’
You’re a great writer and editor
JOURNALISTS = GREAT
ENTREPRENEURS

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“Even as revenue-strapped news outlets
continue to cut staff, we need to celebrate in
2014 a new reality: Media entrepreneurship is
at an all-time high”
!
- Jan Schaffer, Executive Director of J-Lab

21. “LIFE’S TOO SHORT TO
BUILD SOMETHING
NOBODY WANTS.”
- @ASHMAURYA

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THE OLD WAY AND
THE NEW WAY

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Lean Canvas: Your Startup Blueprint

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Lean Canvas: Your Startup Blueprint

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1. CUSTOMER SEGMENTS &
PROBLEM
• List the 3 biggest
problems your
customer has
• List existing
alternatives

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2. UNIQUE VALUE PROPOSITION
• Single compelling
message stating your
difference and value.
• Target early adopters
• Focus on finished
story benefits

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3. SOLUTION
• Sketch out the top
features or
capabilities for each
problem

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4. CHANNELS
• Channels are how
your business will
reach its customers
• They let people
know about your
product
• PR, SEO,Word of
Mouth

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5. REVENUE STREAMS AND COST
STRUCTURE
• How will you make
money?
• How much money
do you need to
make?

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6. KEY METRICS
• One or two key
activities that will
drive people to use
your product
• One or two key
activities that prove
your product is
useful

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7. UNFAIR ADVANTAGE
• Channels are how
your business will
reach its customers
• They let people
know about your
product
• PR, blogging, email

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THEINFORMATION.COM

34. “IN A STARTUP NO
FACTS EXIST INSIDE
THE BUILDING. ONLY
OPINIONS”
- @SGBLANK

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Test the hypotheses of your Lean Canvas
Learn as much as you can about your
customers and their pain
Keep going until you stop learning
CUSTOMER DISCOVERY

36. GET OUT OF
THE
BUILDING

37. DO INTERVIEWS
(YOU MIGHT
HAVE DONE THIS
BEFORE)

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Ask about their problems. “What is the
hardest part about _____.”
Learn about their pain, and what they
currently do to resolve it.
Listen, romance, repeat, record
CUSTOMER DISCOVERY
“PROBLEM” INTERVIEWS

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Tell your customers your value prop and
solution details. Present something.
How are they solving it today? Is this better?
Will they commit to trying it and a price?
CUSTOMER DISCOVERY
“SOLUTION” INTERVIEWS

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THEN WHAT?
Repeat, interview, and fine tune your Solution.
Do this until you feel ready to create your ‘Minimum
Viable Product’ to launch.
Track the metrics.. looking for traction.

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Steve Blank - The friendly ‘Godfather’ of Lean

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““I am more bullish about the future of the
news industry over the next 20 years than
almost anyone I know. You are going to see it
grow 10X to 100X from where it is today. “
!
- Marc Andreesen

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Request for submissions open atYCombinator
On The Future of Journalism:
ycombinator.com/rfs1.html

44. @twg #techraking
THANK YOU
Email: dom@twg.ca
Ping: @dombort

45. #TECHRAKING