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Go to link below for notes from this event http://svpma.org/2012/02/february-2012-event/
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4. Start-up Tools – the Wiki
http://startuptools.pbworks.com/w/page/17974963/FrontPage
Songkick started a Wiki around
April 2009 - "As a Startup, what
tools do you find useful“?
I added my list and have followed
the Wiki ever since
5. The list grew very long…
Arbitrary category structure / no
framework makes it hard to find
anything
A list is not “actionable advice”
How would it work as a Mindmap?
6. My Scope is Tools
My focus is technology Startups
(who are just starting out, don't have enough people, time or money and are bootstrapping like crazy)
7. What skills do Startups need to prosper?
THE SIX ABILITIES FRAMEWORK
8. Startups require many skills
“In a Startup, everybody does
everything”
http://www.wordle.net/
9. So, what abilities do you need
in a successful Startup?
Let’s go back to the basics…
17. Projecting
Protecting
Persuading
Value
Transforming Proposition
Forming Collecting
18. Um - isn't that like a ... snail?
Startups need protection
“The snail's shell structure can inspire new and
better designs for human protective equipment”
Startup growth is only relatively
fast. Be patient.
20. Abilities are built iteratively
Startup will pass through different phases
in cycles
21. The order isn’t rigid
• Only the forming stage has a fixed slot
• There’s nothing wrong with testing the market
demand before you build anything
• You’re unlikely to persuade before you project,
or collect before you persuade
• Protecting in particular may come early or
right at the end of the process
23. Summary of Six Abilities
• In the course of any Startup journey there are
six types or groups of ability needed
• You won’t have/need them all to begin with
• Abilities are added in small chunks, not in total
blocks
• Different companies (even established ones)
will have individual ability profiles
24. What’s it got to do with tools?
• Tools enable more rapid and effective cycles
• Good tools:
– work like checklists or an ideal To-do list
– accelerate a customer development plan
– are more actionable than general advice
– don’t need to cost a lot of money
25. Next up…
• We’re going to go through each of the Six
Abilities and look in more detail at the
activities done in them
• We’re going to consider examples of tools that
will help with those activities
• First, a quick consideration of the Ideas part
26. How to form and express ideas or concepts
IDEATION
27. Customer value creation
An idea may improve one of
Convenience or
these existing product or Usability
service characteristics
Accessibility
Performance
Getting the Job
Customization Done
Risk Reduction
Brand or
Status
Cost Reduction
Price
Design Newness
From "Business Model Generation" (Osterwalder & Pigneur)
28. Writing an Elevator Pitch
is a/an
[your product name] [non-clichéd adjective] [software genre]
that to/for
[active verb] [most important benefit]
[most important market segment]
Based on Marcia Yudkin 'How to Create Killer Blurbs That Sell Software'
(2007) http://www.namedatlast.com/naming7.htm
29. Writing an Elevator Pitch
is a/an
[your product name] [non-clichéd adjective] [software genre]
that to/for
[active verb] [most important benefit]
[most important market segment]
Based on Marcia Yudkin 'How to Create Killer Blurbs That Sell Software'
(2007) http://www.namedatlast.com/naming7.htm
30. My Product / Service is…
a
(Adjective) (Genre)
that
Enables you to (meet a need)
which
Delivers (key benefit)
31. One paragraph approach
What we do
+
Who we do it to
+
Why you should care
after Brad Feld
http://www.feld.com/wp/archives/2012/10/if-you-cant-explain-what-you-do-in-a-paragraph-youve-got-a-problem.html
32. The Story Spine
Once upon a time, [fill in the blank]
Every day, [fill in the blank]
But one day, [fill in the blank]
Because of that, [fill in the blank]
Because of that, [fill in the blank]
Until finally [fill in the blank]
Ever since then, [fill in the blank]
And the moral is [fill in the blank]
Based on The Story Spine as created by Kenn Adams (playwright and actor) as a way of understanding
dramatic structure. Also referenced by Dan Pink as The Pixar Pitch in his book "To Sell is Human"
33. But don’t write in formulas!
…when you use formulas to write
35. Checklist for Forming
How to start (form) a company
Where to look for co-founders
How to capture a business model
Where to find funding
Where to find a development team
How to research your contacts
How to research your market
How to research your competitors
How to price your product
36. Checklist for Forming
How to start (form) a company
Where to look for co-founders
How to capture a business model
Where to find funding
Where to find a development team
Business Model Canvas
How to researchCanvas
Lean your contacts
Startup Canvas
How to research your market
How to research your competitors
How to price your product
37. Deep Dive – The Canvas
• Alex Osterwalder @AlexOsterwalder
– Business Model Generation #bmgen
– Strategyzer
• Rob Fitzpatrick @robfitz
– Startup Toolkit: a canvas aimed at startups
• Ash Maurya @ashmaurya
– Lean Canvas: a canvas aimed at lean startups
• Salim Viranim @SaintSal
– Business Model Trigger Cards
• Business Model Hub
– http://businessmodelhub.com/
40. Subtle differences in models
Business Model Canvas Startup Canvas Lean Canvas
Value Proposition Value Proposition Value Proposition
Customer Segments Customer Segments Customer Segments
Customer Relationship Unfair Advantage Unfair Advantage
Revenue Streams Revenue Streams Revenue Streams
Key Activities Key Activities Key Metrics
Cost Structure Cost Structure Cost Structure
Partners Problem Problem
Key Resources Solution Solution
Channels Channels Channels
41. Complete canvas in this order
1. Value Proposition - why you are different / what user need
you address / why your product or service is worth buying
2. Customer Segment - who you are selling to / which are
most important
3. Customer Relationship - how you contact and inform
buyers
4. Revenue Streams - how you collect revenue
5. Key Activities - how you maximise revenue
6. Cost - what you need to spend money on
7. Partners - who can help you
8. Key Resources - assets you need to deliver the value
proposition
9. Channels – how you fulfil your orders / path to customer
42. A simple alternative
2. Problem 3. Value Proposition
Don’t build
ideas, solve Need / Benefit
Who is it for?
problems Statements
1. Buyer Profile
May need to start
Price – Cost
with user, then What makes you
X buyer special?
Big Number
4. Profit Formula 5. Your Capabilities
43. Forming & the Lean Startup
• Invent a succession of short customer pitches.
For each pitch, do a Business Model Canvas
• Build your MVP plan – treat it as a Product
Backlog, look at Agile PM tools to assist
• How do you research your competition?
– Research is the precursor to Experiment. Look at
company and market data using tools
45. Checklist for Transforming
How to plan a software release
Choosing right development method
Minimal Viable Product (MVP) and Backlog
Managing your code base
Tracking change requests
Lean build, test & deploy process
Communications in the dev team
Design for good user experience
Where to turn for help
47. Deep Dive – Project Planning
Agile Zen lean project management
Trello project collaboration
48. Checklist for Transforming
How to plan a software release
Automated testing: Selenium
Choosing right development method
Minimal Viable Product (MVP) and Backlog
Continuous Integration: Jenkins
Managing your code base
Continuous Deployment: Heroku
Tracking change requests
Lean build, test & deploy process
Communications in the dev team
Design for good user experience
Where to turn for help
49. Deep Dive – Automated Test
Browser recording WebDriver & Selenium Server
Selenium web browser automation
50. Transforming & the Lean Startup
• Build User Personas and devise a strategy for
continuous UX testing
• Lean teams choose tools to support Agile, Scrum
or Kanban process
• Develop around Continuous Integration (CI) and
Automated Testing tools
• What does Continuous Deployment mean for
your product? Implement the answer
52. Checklist for Protecting
Where to find contracts, legal agreements
How to research and create patents
How to register your trademark
Find and register your web domain name
Compliance, governance and regulations
Data security and user privacy
How to avoid “We’ve been hacked”
Ways to ensure business continuity
How (not) to protect your reputation
53. Checklist for Protecting
Where to find contracts, legal agreements
How to research and create patents
How to register your trademark
Find and register your web domain name
Compliance, governance and regulations
Writing an agreement helps you
Data security and user privacy the issues and
better understand
How to avoid “We’ve been hacked”
communicate with lawyers
Ways to ensure businesssave money
It can also continuity
How (not) to protect your reputation
54. Top 10 Contracts to look for…
Shareholder Contract of End User Subscriptions Evaluation
Agreement Employment License Agreement License
Agreement
Sales Referral Sales Partner Terms of Share Option Developer
Agreement Agreement Service Agreement Services
Agreement
56. Patents are good for entrepreneurial Startups
• Patent trollsbackcome after SMEs
Let’s go don't to the basics…
Companies with less than $100M
annual revenue made up 66% of unique
defendants and at least 55% of unique
defendants in these cases make under
$10M per year (Chien, 2012)
57. The Curious Case of Python
• Open source programming language since 1991
• Domain python.org registered 27-Mar-1995 by Python
Software Foundation
• Domain python.co.uk registered 29-Oct-1997 by UK
company (Our Holdings Ltd / Pobox Internet Ltd)
– EU community trademark application; exclusive right to
use "Python" for software, servers, and web services in
Europe
• Unrelated company pobox.com gets flamed on twitter
and has to deny links with pobox.co.uk
• Costs of a trademark opposition by PSF will be "tens of
thousands of dollars"
• One of the Python principles:
– "Complex is better than complicated"
58. Protecting & the Lean Startup
• Draft your legal agreements, it’s good for you
• Trademarks and domain are part of your MVP
• Learn some anti-Troll tactics
• Worry about data & security vulnerabilities
• Don’t @*&^ with your Startup reputation
60. Checklist for Projecting
How to design the company image
Using a launch page
Building and optimizing a web site
Listing in product directories
How to do Content Marketing
Making videos and screencasts
Using social media for marketing
How to do a press release
Manage your Blog
61. Checklist for Projecting
How to design the company image
Using a launch page
Building and optimizing a web site
Listing in product directories
How to do Content Marketing
Drupal, Joomla, WordPress, etc.
Making videos and screencasts
Hubspot Market Grader
Using social mediaOpenmarketing
SEOMoz for Site Explorer
Ahrefs Backlinks report
How to do Analytics (Google, Piwik, etc.)
a press release
Manage your Blog
62. Deep Dive – Website Grader
e.g. Increase our
blogging frequency
63. Deep Dive – Site Explorer
Domain
Authority
/100
SEOMoz Site Explorer
65. Projection is never easy
83% of IT decision makers have a broad understanding of the concept of
cloud computing
But…
22% think Platform as a Service is a
new philosophy in railway management
16% think Infrastructure as
a Service is a new road project
15% think cloud computing is a
free WiFi service for Internet access
in public places
Source: Six Degrees Group "Up to the Cloud"
66. Projecting & the Lean Startup
• Build a Lean Marketing Plan – it should
contain a market launch plan
• Are you SEO-ready?
• Plan ahead by preparing marketing content
• Streamline the content publishing process
• Be media-savvy
68. Checklist for Persuading
Customer queries and help desk
How to track customer relationships
Collecting user feedback
Automating your marketing
Setting up user forums
Running a user survey
Sales calls, screen share and webinars
Email marketing and newsletters
69. Checklist for Persuading
Customer queries and help desk
How to track customer relationships
Collecting user feedback
Automating your marketing
Setting up user forums
Running a user survey
Issue Tracking e.g. OTRS
Sales calls, Self-service and webinars
screen share Answers e.g. Q2A
Email marketing and newsletters
71. Checklist for Persuading
Customer queries and help desk
How to track customer relationships
Collecting user feedback
Automating your marketing
Setting up user forums
Running a user survey
From CRM (Relationship)To CXM
Sales calls, (eXperience)and webinars
screen share
Don’t confuse with Salesforce
Email marketing and newsletters
Automation
73. Sales pipeline
• Building a sales pipeline model is one of the
most under-rated steps in Lean Sales
• Remove friction & waste = easier sales
• Useful only if (a) bespoke and (b) validated
74. Persuading & the Lean Startup
• Keep track of everything customer-related
• Refine Buyer Persona(s) when necessary
• Plan a Conversion Rate Optimization process
and test it
• Decide your Technical Support methodology
• How much of a Knowledge Base can you build
as early as possible?
• Integrate user voice tools into your testing
76. Checklist for Collecting
Keep track of accounts
Invoice professionally
Ensure payments are made on time
Tracking billable hours
Manage your payroll
Choosing an e-commerce system
Subscription or membership billing
Changing your price or pricing
77. Checklist for Collecting
Keep track of accounts
Invoice professionally
Ensure payments are made on time
Tracking billable hours
Manage your payroll
Choosing an e-commerce system
QuickBooks Online
Kashflow
Subscription or membership billing
Freshbooks
Changing your price or pricing
BrightPearl
78. Deep Dive - Accounting
QuickBooks Online
Nothing can help you get paid on time
79. Changing the business model
Getting Users
vs Customers
Free / Premium
pricing can
cause more
fallout than
any other topic
84. How to use the Mind Map
Hold down
mouse to drag
image
Click on a title to expand / contract
Built with:
Click on a link to open tool website
85. Other Startup Tool Lists
• Startup tools and blogs for entrepreneurs (Steve
Blank)
– http://steveblank.com/tools-and-blogs-for-entrepreneurs/#startup-tools
– Resources and tools with emphasis on customer
development
• Seedcamp list for business tools
– http://biztools.pbworks.com/w/page/11120547/FrontPage
– Good on Resources (business philosophy and tips), but
light on business tasks / tools
• Lean Startup Wiki
– http://leanstartup.pbworks.com/w/page/15765221/FrontPage
– Good place to discuss Lean Startup concepts, but only
tools are Business Model Canvas (explained later)
86. Contacts
Cognidox Limited salesinfo@cognidox.com
St. John's Innovation Centre www.cognidox.com
Cowley Road
Cambridge CB4 0WS
United Kingdom