This document provides an overview of key concepts for starting and growing a startup. It covers entrepreneurship and innovation, idea generation and evaluation, starting up a company through customer development and product development, and strategies for growth. The document outlines the startup process, importance of achieving product/market fit, customer development methodology, agile product development practices for startups, and adapting strategy based on the technology adoption lifecycle.
Growth Hacking / Marketing 101: It's about processRuben Hamilius
Â
Outline of the repeatable growth process startups should adopt to do Growth Marketing. Show & tell deck on basic principles and mindsets of Growth hacking for early stage startups.
Presented at the Singtel Group-Samsung Regional Mobile App Challenge 2015
in the Startup Mentorship Programme
The Product Market Fit Cycle (Updated to v. 2.0)Carlos Espinal
Â
This presentation was used for my talk at HowToWeb 2014 in Bucharest Romania and is the updated presentation to my blog post on the subject - http://thedrawingboard.me/2013/05/03/the-product-market-fit-cycle/
GROWTH HACKING Neil Patel Join the KISSmetrics team! kissmetrics.com/careers
@neilpatel
“Growth is important, and most great companies take it seriously.” Adam Nash HTTP://KISS.LY/ANASHNOTES
WHO ARE YOUR Customers? HTTP://KISS.LY/SMBANALYSIS
HOW DO YOU REACH YOUR Customers? HTTP://KISS.LY/KISSBLUEGLASSLA2012
CHANNELS GET CROWDED Fast!
Google AdWords Cost per acquisition: $233$388 For a $99 product. Fail. HTTP://KISS.LY/DREWDROPBOX
Distribution Hacks
Five strategies for distribution: Integrations, Work Emails, Embeds, Powered By, Free Stuff
Integrations
Shopify has 30,000+ businesses
Salesforce has 100,000+ businesses
Box has 120,000+ businesses
37signals has 150,000+ businesses
Yammer has 200,000+ businesses
Constant Contact has 400,000+ businesses
Github has 1,900,000+ people
MailChimp has 2,000,000+ people
Google Apps has 4,000,000+ businesses
FreshBooks has 4,500,000+ people
Google Analytics has 30,000,000+ accounts
Evernote has 30,000,000+ people
Dropbox has 50,000,000+ people
How to optimize integrations. Integrations make your product better. Measure your conversions and revenue. Discover valuable integrations. Ask users about integrations. Make your partner pages awesome
Work Emails HTTP://PODIO.COM
Work Emails HTTP://YAMMER.COM
How to optimize “Work Emails” Optimize on-boarding Show people who they should follow Utilize invitations during on-boarding Measure # of people in every company Discover the engaging interactions
Embeds HTTP://KISS.LY/YTEMBED
Embeds HTTP://KISS.LY/SSEMBEDS
How to optimize embeds Why should people embed? Make it as easy as possible to embed. Track how well your embeds convert. Test relevant call to actions. Optimize for search but don’t obsess
Powered By
How to optimize “Powered By” What are you Powering? Test the copy of your call to action. Test and optimize your landing pages. Track views, clicks, conversions and LTV Measure individual effectiveness
Free Stuff HTTP://GRADER.COM
Free Stuff HTTP://NEWRELIC.COM/ASI
Free Stuff HTTP://WWW.HUBSPOT.COM/INBOUND-MARKETING-KIT/
How to optimize free tools. Map to customer decision making. Think about what you can repurpose. Educate your prospects. Test your ideas minimally (ghetto). Measure and optimize revenue
FIGURE OUT WHAT’S BEST FOR Your Product
YOU HAVE No Excuses
We’re hiring. Join our team! kissmetrics.com/careers Neil Patel npatel@kissmetrics.com
A pitch deck template with sample copy to help technology startups sell their business concept to angel investors and VCs. Inspired by pitch deck words of wisdom from Dave McClure (500 Startups), AirBnb, Guy Kawasaki and Venture Hacks (the folks behind AngelList).
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Airbnb pitch deck @ https://pitchdeckcoach.com/airbnb-pitch-deck
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
Growth Hacking / Marketing 101: It's about processRuben Hamilius
Â
Outline of the repeatable growth process startups should adopt to do Growth Marketing. Show & tell deck on basic principles and mindsets of Growth hacking for early stage startups.
Presented at the Singtel Group-Samsung Regional Mobile App Challenge 2015
in the Startup Mentorship Programme
The Product Market Fit Cycle (Updated to v. 2.0)Carlos Espinal
Â
This presentation was used for my talk at HowToWeb 2014 in Bucharest Romania and is the updated presentation to my blog post on the subject - http://thedrawingboard.me/2013/05/03/the-product-market-fit-cycle/
GROWTH HACKING Neil Patel Join the KISSmetrics team! kissmetrics.com/careers
@neilpatel
“Growth is important, and most great companies take it seriously.” Adam Nash HTTP://KISS.LY/ANASHNOTES
WHO ARE YOUR Customers? HTTP://KISS.LY/SMBANALYSIS
HOW DO YOU REACH YOUR Customers? HTTP://KISS.LY/KISSBLUEGLASSLA2012
CHANNELS GET CROWDED Fast!
Google AdWords Cost per acquisition: $233$388 For a $99 product. Fail. HTTP://KISS.LY/DREWDROPBOX
Distribution Hacks
Five strategies for distribution: Integrations, Work Emails, Embeds, Powered By, Free Stuff
Integrations
Shopify has 30,000+ businesses
Salesforce has 100,000+ businesses
Box has 120,000+ businesses
37signals has 150,000+ businesses
Yammer has 200,000+ businesses
Constant Contact has 400,000+ businesses
Github has 1,900,000+ people
MailChimp has 2,000,000+ people
Google Apps has 4,000,000+ businesses
FreshBooks has 4,500,000+ people
Google Analytics has 30,000,000+ accounts
Evernote has 30,000,000+ people
Dropbox has 50,000,000+ people
How to optimize integrations. Integrations make your product better. Measure your conversions and revenue. Discover valuable integrations. Ask users about integrations. Make your partner pages awesome
Work Emails HTTP://PODIO.COM
Work Emails HTTP://YAMMER.COM
How to optimize “Work Emails” Optimize on-boarding Show people who they should follow Utilize invitations during on-boarding Measure # of people in every company Discover the engaging interactions
Embeds HTTP://KISS.LY/YTEMBED
Embeds HTTP://KISS.LY/SSEMBEDS
How to optimize embeds Why should people embed? Make it as easy as possible to embed. Track how well your embeds convert. Test relevant call to actions. Optimize for search but don’t obsess
Powered By
How to optimize “Powered By” What are you Powering? Test the copy of your call to action. Test and optimize your landing pages. Track views, clicks, conversions and LTV Measure individual effectiveness
Free Stuff HTTP://GRADER.COM
Free Stuff HTTP://NEWRELIC.COM/ASI
Free Stuff HTTP://WWW.HUBSPOT.COM/INBOUND-MARKETING-KIT/
How to optimize free tools. Map to customer decision making. Think about what you can repurpose. Educate your prospects. Test your ideas minimally (ghetto). Measure and optimize revenue
FIGURE OUT WHAT’S BEST FOR Your Product
YOU HAVE No Excuses
We’re hiring. Join our team! kissmetrics.com/careers Neil Patel npatel@kissmetrics.com
A pitch deck template with sample copy to help technology startups sell their business concept to angel investors and VCs. Inspired by pitch deck words of wisdom from Dave McClure (500 Startups), AirBnb, Guy Kawasaki and Venture Hacks (the folks behind AngelList).
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Airbnb pitch deck @ https://pitchdeckcoach.com/airbnb-pitch-deck
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
The Complete Guide to B2B Email Marketing: Create more effective B2B email campaigns with these six steps:
By Sales Force-Pardot
Complete Guide to B2B Email Marketing will walk you through the entire process of creating effective,targeted emails — from planning and designing to sending and optimizing — in six straightforward steps:
Step 1: Authentication & Deliverability
Step 2: Template Design
Step 3: Email Content
Step 4: Testing & Optimization
Step 5: Sending Best Practices
Step 6: Tracking & Reporting
Take a Guided Tour with Pardot:
http://www2.pardot.com/interactive-guided-tour?url_called=70130000000mARf
Complete Digital Marketing Plan sample by Web Marketing Academy Bangalore. In this sample plan, we cover how do you come up with a digital marketing plan for any business
Every venture capitalist, board member and startup advisor counsels the entrepreneur to focus on building their minimum viable product (MVP). But how exactly does a company build out its MVP? Learn how the right framework guides your development from MVP to a mature product.
A presentation on the search for product-market fit at the Harvard Business School Black Tech Masters Series by venture capitalist and entrepreneurship faculty professor Jeff Bussgang
Go To Market – Case – Demandware RebrandingMichael Skok
Â
While we looked at initial branding for startups here, in this case study we discuss a more mature example with Demandware, a company that is now past its IPO and was looking to rebrand to extend its leadership and position the company for continued growth.
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
Success in the Cloud requires 3 things:
1) A Compelling Value Proposition
2) Creating Competitive Separation
3) Strategy vs Execution. Making it happen requires execution
In this webcast you’ll learn about…
• 7 Innovation Systems
• 18 Ideation Methods
• The one best approach to creating a business case
• A single framework for turning ideas into great products
Product management requires innovation. Innovation is about identifying ideas and turning them into a valuable product. This means doing something new.
And “new” is risky.
You need the right tools to navigate the challenges of innovation. The tools must help you get ideas, select ideas, and build a business case that convinces your peers and managers to support your plan.
If you are responsible for the growth and management of an existing product, you need the right ideas that can create value for:
• your existing customers
• new customers and new markets
• the organization you work for
• yourself to make your career more successful
If you are creating new products – an item or service that doesn’t exist yet – you also need ideas. The right ideas that lead to value.
Attend the webcast to learn innovation systems, ideation methods, and other tools to go from idea to value.
The Complete Guide to B2B Email Marketing: Create more effective B2B email campaigns with these six steps:
By Sales Force-Pardot
Complete Guide to B2B Email Marketing will walk you through the entire process of creating effective,targeted emails — from planning and designing to sending and optimizing — in six straightforward steps:
Step 1: Authentication & Deliverability
Step 2: Template Design
Step 3: Email Content
Step 4: Testing & Optimization
Step 5: Sending Best Practices
Step 6: Tracking & Reporting
Take a Guided Tour with Pardot:
http://www2.pardot.com/interactive-guided-tour?url_called=70130000000mARf
Complete Digital Marketing Plan sample by Web Marketing Academy Bangalore. In this sample plan, we cover how do you come up with a digital marketing plan for any business
Every venture capitalist, board member and startup advisor counsels the entrepreneur to focus on building their minimum viable product (MVP). But how exactly does a company build out its MVP? Learn how the right framework guides your development from MVP to a mature product.
A presentation on the search for product-market fit at the Harvard Business School Black Tech Masters Series by venture capitalist and entrepreneurship faculty professor Jeff Bussgang
Go To Market – Case – Demandware RebrandingMichael Skok
Â
While we looked at initial branding for startups here, in this case study we discuss a more mature example with Demandware, a company that is now past its IPO and was looking to rebrand to extend its leadership and position the company for continued growth.
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
Success in the Cloud requires 3 things:
1) A Compelling Value Proposition
2) Creating Competitive Separation
3) Strategy vs Execution. Making it happen requires execution
In this webcast you’ll learn about…
• 7 Innovation Systems
• 18 Ideation Methods
• The one best approach to creating a business case
• A single framework for turning ideas into great products
Product management requires innovation. Innovation is about identifying ideas and turning them into a valuable product. This means doing something new.
And “new” is risky.
You need the right tools to navigate the challenges of innovation. The tools must help you get ideas, select ideas, and build a business case that convinces your peers and managers to support your plan.
If you are responsible for the growth and management of an existing product, you need the right ideas that can create value for:
• your existing customers
• new customers and new markets
• the organization you work for
• yourself to make your career more successful
If you are creating new products – an item or service that doesn’t exist yet – you also need ideas. The right ideas that lead to value.
Attend the webcast to learn innovation systems, ideation methods, and other tools to go from idea to value.
Beyond Buzzwords:
 An Introduction to The Lean StartupPaul Parent
Â
Eric Ries's book, The Lean Startup, supplied new language to conversations about entrepreneurship. Ries brought important ideas to a wide audience and transformed the way people approach startups. This talk will introduce the fundamental concepts from The Lean Startup. Learn what makes a startup distinct from other businesses. Walk through the core elements of the methodology. Understand the meaning and context for widely-used terms like 'MVP', 'product / market fit', and 'pivot'.
This talk was prepared for PHX Startup Week in February 2016.
Unlocking Innovation: Training Teams and Individuals to Have Every Day Breakthroughs
In order to stay ahead of the competition, people and teams must be creative and innovative. The key to success is engaging in ways of thinking that inspires breakthroughs. Science and technology is about using talent and skills to create possibilities. Did you know that there are proven tools to inspire teams to have every day breakthroughs? Uncover hidden talent on your team; learn strategies that are not only fun and creative, but also just might help you create the next breakthrough.
Learning Outcomes: Improve leadership skills to motivate, inspire, and foster innovation within an organization
At the end of this seminar participants will be able to:
a) Explore leadership skills that encourage creativity
b) Learn techniques and tools that support an inventive mind
c) Play games that inspire creativity and innovation
A presentation delivered at the 2010 Indianapolis Startup Weekend. Designing a Startup covers the elements of a startup that must be considered and ultimately intentionally design for success, including: passion, co-founders, product development, design, marketing, customers, revenue, pivoting, and funding.
Ideation, business models; and how and where to startSaberi Marais
Â
Presentation promotes the Lean Startup principles and includes Steve Blank's cusotmer development process and Osterwalder Business Model generation canvas as recommended by the authors
How to build a startup SLASSSCOM Talk Aug 2015Raomal Perera
Â
An introduction on how to build a startup using lean techniques. The talk was hosted by SLASSCOM and sponsored by Virtusa, Regus Sri Lanka and Pick Me.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Â
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Â
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Â
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview​
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
DevOps and Testing slides at DASA ConnectKari Kakkonen
Â
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Â
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
Â
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
Â
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
Â
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
Â
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Â
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Â
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
Â
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
De-mystifying Zero to One: Design Informed Techniques for Greenfield Innovati...
Â
Startup University - How to Start and Grow your Startup
1. Startup University
How to Start and Grow your Startup
Entrepreneurship & Innovation | Ideas
Starting Up | Growth
2. Startup University
• Entrepreneurship & Innovation
– What Entrepreneurs do
– How to start a startup
• Ideas
– Idea Generation
– Idea shaping & evaluation
• Starting Up
– The Startup Process
– Customer Development
– Product Development for Startups
• Growth
– Diffusion of Innovations
– Market Development Strategy
4. What Entrepreneurs do
• Entrepreneurs innovate
• Innovation means creating something of value
• Entrepreneurs exploit change
5. What Entrepreneurs do
• Entrepreneurs innovate
– Entrepreneurs make something new
– Innovation is the tool of the entrepreneur
– Entrepreneurship can be learned
Source: Peter Drucker
6. What Entrepreneurs do
• Innovation means creating something of value
– Innovation creates wealth
– Innovation can be applied to both supply and demand
Source: Peter Drucker
7. What Entrepreneurs do
• Entrepreneurs exploit change
– Entrepreneurs see change as healthy
– 'Creative destruction' is the task of the entrepreneur
Source: Peter Drucker
8. What Entrepreneurs do
• Learn more
– Peter Drucker, “Innovation and Entrepreneurship”
– Paul Graham, “How to Make Wealth”
9. How to start a startup
• Startups need people, ideas and funds
• Just try it
10. How to start a startup
• Startups need people, ideas and funds
– Startups are hard but doable
– Ideas for making something people want
– Good people
– Spending as little as possible
Source: Paul Graham
11. How to start a startup
• Just try it
– Version 1.0 and iterate
– Getting to Plan B
“No battle plan ever survives contact with the enemy.”
Field Marshall Helmuth von Moltke
Source: Paul Graham and John Mullins & Randy Komisar
12. How to start a startup
• Just try it
– Innovation - Learning from failure
• The only way to avoid failure is to do nothing
Source: Bob Sutton and Diego
Rodriguez
13. How to start a startup
• Learn more
– Paul Graham, “How to Start a Startup”
– Paul Graham, “Six Principles for Making New Things”
– John Mullins & Randy Komisar, “Getting to Plan B”
– Diego Rodriguez, “Failure sucks, but instructs”
– Bob Sutton, “Failure Sucks But Instructs”
14. Ideas
Idea Generation
Idea shaping & evaluation
15. Idea Generation
• How to have ideas
• Where to find opportunities
• Idea generation techniques
16. Idea Generation
• How to have ideas
– How the process works
• Being in a learning environment
• Frame ideas as questions
• Let mind wander
• Apply known functions with new arguments
– Some starting points
• Things that people use but are broken
• Take a luxury and make it a commodity
• Make something easier/easier to use
• Look at what a big company should be doing and do it yourself
• Build stuff for yourself that doesn’t exist
Source: Paul Graham
17. Idea Generation
• Where to find opportunities
– Change is the source of innovation
– Look for opportunities
• The unexpected—the unexpected success, the unexpected failure,
the unexpected outside event;
• The incongruity—between reality as it actually is and reality as it is
assumed to be or as it “ought to be”;
• Innovation based on process need;
• Changes in industry structure or market structure that catches
everyone unaware.
• Demographics (population changes);
• Changes in perception, mood, and meaning;
• New knowledge, both scientific and nonscientific.
Source: Peter Drucker
18. Idea Generation
• Idea generation techniques
– Old approach to a new problem
• Translation – Where else would it work?
• Symmetry – Would flipping it work?
– New approach to an old problem
• No constraints – What would Croesus do?
• Internalization – Why aren’t you feeling my pain?
– Make lists, then make choices
• Generate lots of ideas to get the obvious ones out of the way
• Look for the best ones in the “third third”
Source: Barry Nalebuff & Ian Ayres and Tim Hurson
19. Idea Generation
• Learn more
– Paul Graham, “Ideas for Startups”
– Peter Drucker, “Innovation and Entrepreneurship”
– Gary Dushnitsky, “Idea Generation Workshop”
– Barry Nalebuff & Ian Ayres, “Why Not? How to Use Everyday
Ingenuity to Solve Problems Big And Small”
– Tim Hurson, “Think Better: An Innovator’s Guide to Productive
Thinking”
20. Idea shaping & evaluation
• Identify what customers are already trying to do
• Look for disruptive potential
• Match your strategy to the type of market
• The right Business Model
• Putting it all together
21. Idea shaping & evaluation
• Identify what customers are already trying to do
– Jobs to be done
– Objectives
– Barriers
– Solutions
Source: Innosight
22. Idea shaping & evaluation
• Look for disruptive potential
– Disruptive innovation
Performance
Disruptive
technologies
Time
Source: The Innovator’s Solution
23. Idea shaping & evaluation
• Look for disruptive potential
– Disruptive innovations
Digital photography Chemical photography
Minicomputers Mainframes
Personal computers Minicomputers
Telephone Telegraph
VOIP Telephone
Online software On-premise software
Solid State drives Hard disk drive
Online education Universities
– Target the low-end of market & non-consumption
Source: The Innovator’s Solution, Wikipedia
24. Idea shaping & evaluation
• Match your strategy to the type of market
– Types of markets
• Existing markets
• Re-segmented markets
• New markets
– Implications for:
• Market
• Sales
• Finance
Source: Steve Blank
25. Idea shaping & evaluation
• The right Business Model
– Business model innovation
• Being distinctive in the customer value proposition, the profit
model, key resources, or key processes
– Business models
Software as a Service Freemium Installed applications Advertising
Audience Aggregation Marketplace Lead generation Virtual goods
Crowdsourcing Content production Enterprise 2.0 Professional Open Source
– Value innovation
• Innovating on one dimension while keeping the others at a good
enough level
Source: Clayton Christensen, David Cohen, and Chan
Kim & Renee Mauborgne
26. Idea shaping & evaluation
• Putting it all together
– Product: Features & benefits, IP, dependencies, TCO
– Customer & Problem: Types of customers, problem, day in
the life of the customer, ROI, MVP
– Distribution & Pricing: Based on complexity of the product
– Demand creation: Activities to drive demand into channel
– Market type: Existing, resegmented, or new market
– Competition: Attributes (existing & resegmented markets),
surrounding markets (new markets)
Source: Steve Blank
27. Idea shaping & evaluation
• Learn more
– Clayton Christensen, “The Innovator’s Solution”
– Scott Anthony, “The Innovator’s Guide to Growth”
– Innosight, “JOBS Methodology”
– Innosight, “Disruptive Innovation Primer”
– Steve Blank, “The Four Steps to the Epiphany”
– Steve Blank, “The Lean Startup Operating Manual”
28. Idea shaping & evaluation
• Learn more
– Steve Blank, “The Customer Development Methodology”
– David Cohen, “Internet Business Models of the TechStars”
– Wikipedia, “Business Models”
– Clayton Christensen, “Reinventing Your Business Model”
– Innosight, “Business Model Innovation”
– Chan Kim & Renee Mauborgne, “Value Innovation: The Strategic Logic
of High Growth”
29. Starting Up
The Startup Process
Customer Development
Product Development for Startups
30. The Startup Process
The Startup Process:
Turning ideas into products that customer will pay for
32. The Startup Process
• Product/Market fit
– Factors for startup success
• Market
• Team
• Product
– Product/Market fit
• Being in a good market with a product that can satisfy that market
Source: Marc Andreessen
33. The Startup Process
• How to get to product/market fit
– Multiple iterations
Observe Orient
Act Decide
– How to make a startup work
• Technology infrastructure commoditization
• Better methodologies: Customer and product development
• Online marketing: SEM, Social
• Global Labor Pool
Source: Eric Ries
34. The Startup Process
• Learn more
– Marc Andreessen, “The only thing that matters”
– Eric Ries, “Principles of Lean Startups”
– Eric Ries, “Lean Startups – Low Burn by Design, not Crisis”
– Paul Graham, “Six Principles for Making New Things”
35. Customer Development Process
Iteration Execution
The Search for a Business The Growth of a Business
Product/Market Fit
The Customer Development Process:
Learn what the market wants before scaling
Source: Steve Blank & Eric Ries
37. Customer Development Process
• Customer Development Principles
– Distinct phases of product & company growth
– Learning & iteration vs. linear execution
– Getting out of the building
– Different market types
– Finding the right market for the product
Source: Steve Blank & Eric Ries
38. Customer Development Process
• The Customer Development Process
Iteration Execution
The Search for a Business The Growth of a Business
Product/Market Fit
Test hypotheses - Build a Create end-user Scale via relentless
Problem and product repeatable and demand and fill the execution
concept scalable sales sales pipeline
process
Source: Steve Blank
39. Customer Development Process
• The Customer Development Process - Customer Discovery
– Principles
• There are no facts inside the building, so get outside
• Test problem and product concept hypotheses
– Exit Criteria
• What are customers’ top problems? How much will they pay to
solve them?
• Does the product concept solve them? Do customers agree? How
much will they pay?
• Draw a day-in-the-life of a customer – Before & after your product
• Draw the organizational chart of users & buyers
Source: Steve Blank
40. Customer Development Process
• The Customer Development Process - Customer Validation
– Principles
• Develop a repeatable and scalable sales process
• Only earlyvangelists are crazy enough to buy
– Exit Criteria
• Is there a proven sales roadmap? Organizational chart? Influence
map?
• Do you understand the sales cycle?
• Is there a set of orders ($’s) validating the roadmap?
• Does the financial model make sense?
Source: Steve Blank
41. Customer Development Process
• The Customer Development Process - Customer Creation
– Principles
• Creation comes after proof of sales
• Creation is a strategy not a tactic
– Exit Criteria
• Right startup strategy to execute
• Positioning tested & complete
• Launch strategy matches startup type
• Demand creation activities match startup type
• First year objectives match startup type
Source: Steve Blank
42. Customer Development Process
• The Customer Development Process - Customer Creation
– Customer Creation Activities
Market Type First Year Objectives Positioning Demand Creation Launch
Existing Market Market share Product Drive demand into Credibility
differentiation the sales channel Existing basis of
competition
Resegmented Market reframing & new Segmentation & Educate market & Segmentation &
Market market share innovation drive demand into innovation
channel New basis of
competition
New market Market adoption Defining the new Customer Credibility &
market, the need education innovation
& the solution Market education &
standards setting
Source: Steve Blank
43. Customer Development Process
• The Customer Development Process - Company Building
– Principles
• Move from earlyvangelists to mainstream customers
• Build your company’s organization & management
– Exit Criteria
• Sales growth plan matches market type
• Spending plan matches market type
• Right team for the stage of company
• Mission-oriented culture?
Source: Steve Blank
44. Customer Development Process
• Learn more
– Steve Blank, “The Four Steps to the Epiphany”
– Steve Blank, “The Customer Development Methodology”
– Eric Ries, “Lean Startups – Low Burn by Design, not Crisis”
– Steve Blank, “Web Startups and Customer Development”
– Eric Ries, “What is customer development?”
45. Product Development for Startups
Product Development for Startups:
Multiple iterations increase learning and flexibility
Source: IDEO
46. Product Development for Startups
• Product Development for Startups
• Customer Development Engineering
47. Product Development for Startups
• Product Development for Startups
– Known and unknown problems and solutions
Traditional Product Development
Unit of Progress: Advance to Next Stage
Waterfall
Requirements
Specification
Design
Problem: known
Solution: known Implementation
Verification
Maintenance
Source: Eric Ries
48. Product Development for Startups
• Product Development for Startups
– Known and unknown problems and solutions
Agile Product Development
Unit of Progress: A line of Working Code
“Product Owner” or in-house customer
Problem: known
Solution: unknown
Source: Eric Ries
49. Product Development for Startups
• Product Development for Startups
– Known and unknown problems and solutions
Product Development for Startups
Unit of Progress: Validated Learning About Customers
Customer Development
Hypotheses,
Experiments,
Problem: unknown Insights
Data,
Solution: unknown Feedback,
Insights
Source: Eric Ries
50. Product Development for Startups
• Product Development for Startups
– Development principles
• Embrace change: Build what you need today
• Process-oriented development so change is painless
• Prefer flexibility to perfection: Ship early and often
• Test-driven to find and prevent bugs
• Continuous improvement vs. ship-and-maintain
Source: Eric Ries
51. Product Development for Startups
• Customer Development Engineering
– Product Development Cycle
IDEAS
LEARN BUILD
DATA CODE
MEASURE
Source: Eric Ries
52. Product Development for Startups
• Customer Development Engineering
– Customer Development Engineering Tactics
• Build:
– Small batches
– Continuous Deployment
• Measure:
– Split-testing
• Learn:
– Building a Minimum Viable Product
– Five Whys Root Cause Analysis
Source: Eric Ries
53. Product Development for Startups
• Learn more
– Eric Ries, “Lean Startups”
– Eric Ries, “Customer Development Engineering”
– Eric Ries, “Lean Startups – Low Burn by Design, not Crisis”
– Eric Ries, “How to build a Lean Startup”
57. Diffusion of Innovations
• The Technology Adoption Lifecycle
– The Diffusion of Innovations is a social process
Source:
Carnegie
Mellon
University
58. Diffusion of Innovations
• The Technology Adoption Lifecycle
– The Diffusion of Innovations is a social process
Source:
Carnegie
Mellon
University
59. Diffusion of Innovations
• The Technology Adoption Lifecycle
– The Diffusion of Innovations is a social process
Source:
Carnegie
Mellon
University
60. Diffusion of Innovations
• The Technology Adoption Lifecycle
– The Diffusion of Innovations is a social process
Source:
Carnegie
Mellon
University
61. Diffusion of Innovations
• The Technology Adoption Lifecycle
– The Diffusion of Innovations is a social process
Source:
Carnegie
Mellon
University
62. Diffusion of Innovations
• The Technology Adoption Lifecycle
– Technology Adoption profiles
Technology Visionaries Pragmatists Conservatives Skeptics
Enthusiasts (Early (Early (Late majority) (Laggards)
(Innovators) Adopters) majority)
Source: Geoffrey Moore
63. Diffusion of Innovations
• The Technology Adoption Lifecycle
– Technology Adoption responses
Stick with the
Hold on!
herd!
Get ahead of
No way!
the herd!
Try it!
Technology Visionaries Pragmatists Conservatives Skeptics
Enthusiasts (Early (Early (Late majority) (Laggards)
(Innovators) Adopters) majority)
Source: Geoffrey Moore
65. Diffusion of Innovations
• Selling to mainstream customers
– Crossing the Chasm: Establish a beachhead segment
Source: Geoffrey Moore
66. Diffusion of Innovations
• Selling to mainstream customers
– How Markets Develop
Tornado Main Street
Chasm
Early Market Bowling Alley
Source: Geoffrey Moore
67. Diffusion of Innovations
• Selling to mainstream customers
– Implications for Sales & Marketing
Chasm
Customer goal: Competitive Advantage Solve problem Adopt the obvious Extend paradigm
Customer need: Potential of technology Complete solution Make safe choice Better value
Vendor goal: Validate technology Segment share Market share Profitability
Source:
Strategy: Demo the technology Show ROI Set standards Segment focus The
Chasm
Skills: Technology proficiency Customer Intimacy Closing deals Relationship mgmt. Institute
68. Diffusion of Innovations
• Learn more
– Everett Rogers, “Diffusion of Innovations”
– Geoffrey Moore, “Crossing the Chasm: Marketing and Selling High-
Tech Products to Mainstream Customers”
– Geoffrey Moore, “Dealing with Darwin: How Great Companies
Innovate at Every Phase of their Evolution”
– The Chasm Institute, “Chasm Methodology”
69. Market Development Strategy
• Market Development Strategy
• Market creation variables
• Market attractiveness variables
• Market penetration variables
70. Market Development Strategy
• Market Development Strategy
– The Market Development Strategy checklist & stage in the
TALC
Source of money 1. Target customer
2. Compelling Reason to Buy Source of demand
To fulfill the compelling 3. Whole Product
reason to buy
4. Partners & Allies Needed for whole product
Function of whole product 5. Distribution
integration complexity
6. Pricing Function of all other factors
For the customer’s money 7. Competition
8. Positioning Relative to competition
Next move 9. Next Target
Source: The Chasm Companion
71. Market Development Strategy
• Market creation variables
– Target customer
• Identified economic buyer, accessible to the sales channel, and
sufficiently well-funded to pay the price for the whole product
– Compelling reason to buy
• Economic consequences sufficient to mandate any reasonable
economic buyer to fix the problem
– Whole product
• Ability (with the help of partners and allies) to provide a complete
solution to the customer’s compelling reason to buy
Source: The Chasm Companion
72. Market Development Strategy
• Market attractiveness variables
– Partners & allies
• Relationships with the other companies needed to fulfill the whole
product
– Distribution
• Sales channel in place that can call on the target customer and
fulfill the whole product requirements put on distribution
– Pricing
• Price of the whole product consistent with the target customer’s
budget and with the value gained by fixing the broken process
Source: The Chasm Companion
73. Market Development Strategy
• Market penetration variables
– Competition
• Target a space that has not been occupied by another company
– Positioning
• Establish credibility as a provider of products and services to the
target niche
– Next target customer
• Potential to facilitate entry into adjacent niches
Source: The Chasm Companion
74. Market Development Strategy
• Market Development Strategy
Target Customer: Visionary functional Pragmatist dept. Pragmatist End-users
executive manager technical buyer
Compelling Dramatic competitive Fix a broken Adopt new Better value with no
Reason to Buy: advantage business process infrastructure risk
Whole Product: Differentiated Standardized Standardized Differentiated
application application product product
Partners & Allies: BPR/SI service Recruited for Rationalize to Minimum required,
providers specific product reduce friction ideally none
Distribution: Direct sales Direct sales/VARs Higher-volume, Low-cost, high-
lower-touch touch
Pricing: Value-based, gain Value-based, pain Competition-based, Competition-based,
motivated motivated pain motivated pain motivated
Competition: Category vs. category Application vs. Company vs. Product vs. product
application company
Positioning: Technology-based Niche market Market share- Better experience for
leadership leadership based leadership end users
Next Target: Another visionary in a Adjacent niche New platforms, Next micro-niche
different industry market channels, geographies
Source: The Chasm Companion
75. Market Development Strategy
• Learn more
– Geoffrey Moore, “Crossing the Chasm: Marketing and Selling High-
Tech Products to Mainstream Customers”
– Geoffrey Moore, “Inside the Tornado: Strategies for Developing,
Leveraging, and Surviving Hypergrowth Markets”
– Paul Wiefels, “The Chasm Companion: A Field Guide to Crossing the
Chasm and Inside the Tornado ”
– The Chasm Institute, “Chasm Methodology”