SlideShare a Scribd company logo
the other side
of the canvas
Keith McGreggor
Director, VentureLab at GT
Lead Instructor, NSF I-Corps Program
what investors really need to know
about the new startup philosophy
the “new” startup philosophy
the new testaments
Coherence
Clarity
Context
Coherence
Clarity
Context
What is a Startup?
A startup is a temporary
organization designed to search for
a repeatable and scalable
business model.
- Steve Blank
Startup ≠ Company
A startup is a temporary
organization designed to search for
a repeatable and scalable
business model.
Startups Search
Companies Execute
Startup Business Model
Company Product/Service
business plan
vs.
business model
business plan
a place to collect all of your
(current) hypotheses and
your rationale for them
cover page
table of contents
executive summary
business description
business environment analysis
industry background
competitor analysis
market analysis
marketing plan
operations plan
management summary
financial plan
attachments and milestones
Business Plans
are
FICTION
"Everybody has
a plan until they
get punched in
the mouth."
Five year forecast?
MAGICAL
THINKING
Crystal ball...
2007 2013
$
time
$
time
Year 3
Planning Plan>
business model
the rationale of how an organization
creates, delivers, and captures value
Offer
Offer Customers
Offer CustomersInfrastructure
Offer CustomersInfrastructure
Financial
?
? ?
?
?
?
?
?
?
?
?
?
?
?
?
?
FICTION
✔
✔
✔
?
✔
✔
?
✔
✔
✔
✔
✔
?
✔
?
✔
©2006
“innovation”
36
the key idea
There are
NO FACTS
in the building!
37
the big secret
Conduct
100+
Interviews
38
A man
who carries
a cat by the
tail learns
something he
can learn in
no other way.
Why do Startups fail?
$
time
VALLEY OF
DEATH
$
time
VALLEY OF
DEATH
ACTUAL CUSTOMER
Startups don’t fail
because they
fail to make
something.
Startups fail
because they
fail to make
something
someone
wants to buy
from them.
$
time
VALLEY OF
DEATH
Product / Market Fit
Product / Market Fit
Financial
Product / Market Fit
COST < REVENUE
$
time
TRACTION!
$
time
TRACTION!
Profit
$
time
oops...
Profit = Revenue - Cost
COST < REVENUE
?
METRICS
Vanity
Moneyball!
METRICS
Actionable
the Pipeline
$$$
METRICS
AARRR
55
the Pirate Metrics
Acquisition
Activation
Retention
Referral
Revenue
acquisition activation retention revenue
referral
57
SaaS Example
$500 / user / month
$$$
59
Paid Demand @ $1500 / 1k Clicks
Organic Traffic @ $0.00
Google Adwords
= $1.50 per Visitor
= $0.00 per Visitor
60
Paid Demand = $1.50 / Visitor
Organic Traffic = $0.00 / Visitor
50%
50%
61
Cost per Visitor = $0.75
62
Cost per Visitor = $0.75
Visitor to Raw Lead
3%
63
Cost per Visitor = $0.75
Visitor to Raw Lead
3%
Raw to Qualified Lead
20%
64
Cost per Visitor = $0.75
Visitor to Raw Lead
3%
Raw to Qualified Lead
20%
Qualified Lead Cost =
0.75
0.03 * 0.20
= $125
65
Cost per Visitor = $0.75
Visitor to Raw Lead
3%
Raw to Qualified Lead
20%
Closed Deal Cost =
0.75
0.03 * 0.20 * 0.10
= $1250
Qualified Lead to Closed Deal
10%
66
Cost per Visitor = $0.75
Visitor to Raw Lead
3%
Raw to Qualified Lead
20%
= $1250
Qualified Lead to Closed Deal
10%
Marketing Cost
Sales Cost
Marketing Cost Sales Cost = ?
67
Visitors
Raw Leads (RLC)
50
Qualified Leads (QLC)
10
Closed Deals (CDC)
1
Sales Cost
Sales Cost = (1,667 * RLC) + (50 * QLC) + (10*CDC)
1,667
68
Visitors
Raw Leads
50
Qualified Leads
10
Closed Deals
1
Sales Cost
Sales Cost = (1,667 * $2.00) + (50 * $20. 00) + (10 * $200. 00)
1,667
= $3,334 + $1,000 + $2,000 = $6,334
$2.00
$20.00
$200.00
69
3%
20%
$1,250 + $6,334
10%
Marketing Cost Sales Cost
= $7,584CAC =
Customer Acquisition Cost (CAC)
70
LTV = ?
Lifetime Value of a Customer (LTV)
71
Lifetime Value of a Customer (LTV)
Average Revenue Per User (ARPU)
ARPU =
Total Revenue
Customers
72
Lifetime Value of a Customer (LTV)
Average Revenue Per User (ARPU)
ARPU =
Total Revenue
Customers
Gross Margin =
Revenue - Cost
Revenue
73
Lifetime Value of a Customer (LTV)
LTV = ARPU * Gross Margin
not quite...
74
Churn
churn =
leave
stay
75
Lifetime Value of a Customer (LTV)
LTV=
ARPU * Gross Margin
Churn
76
Lifetime Value of a Customer (LTV)
LTV=
0.01
Suppose ARPU = $500 per month
& Gross Margin = 40%
& Churn = 1% per month
1%
$500 * 0.4
= $20,000
77
$1,250 + $6,334
Marketing Cost Sales Cost
= $7,584CAC =
LTV=
0.01
$500 * 0.4
= $20,000
ARPU Gross Margin
Churn
Balancing a SaaS model
3xCAC < LTV
recover CAC < 12 months
why?
churn < 3%
COST < REVENUE
the equation that matters...
... is this one: CAC << LTV
acquisition activation retention revenue
referral
CAC LTV
$
time
CAC << LTV
Profit
if
CAC << LTV
COST < REVENUE
and
then COMPANY!
Coherence
Clarity
Context
Canvas Flow
for each customer segment,
one or more value propositions
for each value proposition,
one or more customer segments
indirect
for each customer segment,
one or more channels
direct
get
for each customer segment,
how to get/keep/grow
keep
grow
for each customer segment,
which revenue stream (and for what value)
A
$ for A
B
$ for B
for each value proposition,
some resources and activities create it
A
B
act 1
act 2
R
R
R
R
although an activity might create
a resource too...
A
B
act
R
each customer relationship phase
has its own activities and/or resources
Get
Keep
act
R
Grow
channels also require activities or resources...
act
R
indirect
direct
revenue streams also need activities or resources
act
R
A
$ for A
B
$ for B
partners provide missing
resources or activities
act 1
???
R
R
R
R
partner 1
partner 2
each activity or resource
has an associated cost
act 1
act 2
R
R
R
R
fixed costs variable costs
the engine of the business
the canvas, pitched
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
CAC << LTV
COST < REVENUE
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
Title Team Overview
Problem Solution Value Secrets
Advantage Strategy Model
Projections Requirements Closer
My company, _______________,
is developing ______________
to help ________________
_____________________
_____________________.
company name
something
someone
solve some problem
with secret sauce
Coherence
Clarity
Context
trends
macro-economic
forces
industry
forces
market
forces
trends
macro-economic
forces
market
forces
market issues
market segments
needs & demands
switching costs
revenue attractiveness
trends
macro-econo
forces
industry
forces
Competition
incumbents & insurgents
Substitutions
Suppliers & value chain
Stakeholders
trends
industry market
technology
regulatory
societal & cultural
socioeconomic
macro-economic
forces
forces forces
global market
conditions
capital markets
commodities & resources
economic infrastructure
trends
macro-economic
forces
industry
forces
market
forces
technology
regulatory societal
cultural
socioeconomic
suppliers
stakeholders
incumbents
insurgents
substitutes
global market
capital market commodities
economic infrastructure
segments
needs and demands
switching costs
revenue attractiveness
trends
macro-economic
forces
industry
forces
market
forces
foresight
macroeconomics
competitiveanalysis
marketanalysis
the other side
of the canvas
venturelab.gatech.edu
@venturelab / @keithmcgreggor
keith@venturelab.gatech.edu
75 Fifth St NW, Suite 202, Atlanta GA 30308

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