After our successful first Peloton Smart Retro Innovation Camp in Lahti, Finland, our programme now moves into its second phase in Stockholm: the testing period. Why Stockholm? In 2005, the City of Stockholm launched the slogan “Stockholm, the Capital of Scandinavia”, pointing at the City’s ambition of establishing Stockholm as a commercial node, especially for cleantech, IT and knowledge industries. Stockholm was the first city to be awarded EU Green Capital status in 2010, year after being crowned Intelligent Community of the Year by the Intelligent Community Forum. The revised “Vision 2030” emphasizes the role of the City as a centre for the growing region and a motor for economic growth in the entire country. Also for the Stockholm region, growth, innovation and green development are top of the agenda, as can be seen in the overarching goals in the 2010 Stockholm regional development plan. Climate change is taken seriously, at least at a policy level where there are a number of strategic documents directed to curbing greenhouse gas emissions and energy use. But climate change is also seen as a business opportunity for the City as a whole, and for the variety of companies involved in the sustainability sector. http://smartretro.demoshelsinki.fi/

1. – NOVEL WAY TO DEVELOP
CITIES

2. why we test?

3. Because what you do
now is most probably
not your success story.

4. airbnb
2008 2015

5. youtube
Video version of HotOrNot.com
2003 2014
Worldwide videosharing website

6. “A startup is not about executing a
series of knowns.
Most startups are facing a series
of unknowns—unknown customer
segments, unknown customer
needs, unknown product feature
set, etc.”

7. the only way to turn ”the unknown”
to ”the known” is by testing.

8. ”People don’t buy shoes through internet.
They want to try them before buying.”
Case Zappos: year 1998

9. 5 percent of shoe sales was done through post catalogues
= 2 billion dollar market
Nevertheless…

10. ”You can actually sell shoes through internet.”
Hypothesis

14. conclusion
people do buy shoes
through internet.
•Free
two-­‐way
shipping.
•Returns
accepted
up
to
365
days
from
original
purchase.
•Free
overnight
delivery.
•Everything
in
stock.
•24/7
call
center
to
solve
any
service
problems.

15. Conclusion
people do buy shoes
through internet.

16. …delivering this kind of service comes with a high cost …
”In the end, we noticed that it was the service that made Zappos
successful.”
…but because of thorough testing, they knew it was absolutely
necessary.

18. Start-up success is not a consequence of
good genes or being in the right place at
the right time.
Success can be engineered by following the
right process, which means it can be learned.
Eric Ries

19. 1) test as light as possible.
2) test systematically, only in order to
learn.
3) get out the building, seriously.
Principles of that Process:

21. #1 EXTERNAL COMMUNICATION

22. #2 LANDING PAGE

23. #3 EXPLAINER VIDEO

24. Zappo’s experiment focused on answering one question: is there already sufficient
demand for a superior online shopping experience for shoes?
#4 WIZARD OF OZ

25. Food on the table founders learnt every week more about what it takes to make their product a success.
#5 CONCIERGE

26. ...AND earn a tribe of early adopters and fans that is valuable in the eyes of investors and partners.
#6 SELL IT BEFORE YOU BUILD IT

27. #7 LIVE EXPERIMENT

28. EXPERIMENT BOARD
Start here. Brainstorm with stickies, pull it over to the right to start your experiment. Experiments 1 2 3 4 5
Who is your customer? Be as specific as possible.
(For example: A regular commuter of Bagarmossen).
Customer
What is the problem? Phrase if from your customer’s perspective.
(For example: Commuting takes a lot of time for many people).
Problem
Define the solution only after you have validated a problem worth solving:
(For example: Ride-sharing scheme tailored for Bagarmossen commuters).
Solution
List the assumptions that must hold true, for your hypothesis to be true:
(For example: Ride-sharing saves a considerable amount of time, or people are willing to sit in the same car with someone they don’t know).
Riskiest
Assumption
Different ways to carry out a test
Method &
Success
Criterion
Get Out of the Building!
Results &
Decision
Learning
Project Name:
SMART RETRO INNOVATION CAMP
PELOTON
1. External communication: Interview people
living at Bagarmossen to get a deeper
understanding of your problem or your
solution.
2. Landing page: Create a page where visitors
“land” after clicking a link from an ad or
another type of a campaign. This is how you
communicate the value of your offering and
call the visitor to act.
3. Explainer video: Create a video displaying
your riskiest function
(check out the Dropbox explainer video as an
example on Youtube: alturl.com/imaho).
4. Wizard of OZ: Create a test without
a “back-end” solution, i.e. one that you
can carry out manually.
5. Concierge: Take your customer through
your service step by step.
6. Sell it before you build it:
Start a crowdfunding campaign.
Kill your darlings before it’s too late and test your riskiest assumptions as quickly as possible.
Often startups waste months to get information that can be gathered in five minutes.
test systematically, only in order to learn.

29. get out of the building

30. Most of startups don’t fail because they’re too lazy.
Quite the opposite, most of them work very hard.
just like you.
The problem is that the world just doesn’t fit with
their ideas.