SlideShare a Scribd company logo
January 24-25, 2013
                              Igsummit.weebly.com




Playing to build great projects
    from unknown needs
              Jorge Zavala
        Chief Disruptive Officer
                Kinnevo
              San Jose, CA
      Jorge.zavala@kinnevo.com
January 24-25, 2013
                            Igsummit.weebly.com


 Had you ever think about

How do you find the
unmeet needs from
your unknown
customers?
January 24-25, 2013
                                   Igsummit.weebly.com


   Seeking for problems and pains
• One approach to explore where are hidden
  opportunities is to start finding problems in
  the environment
• Finding a great unsolved problem is a matter
  of scanning our usual place where we
  work, plan and spent time.
• Not all problems are feasible or worthwhile to
  solve.
January 24-25, 2013
                                   Igsummit.weebly.com


             Would you like to:
•   Focus on finding new business opportunities
•   Looking for high content of innovation
•   Low level of investment
•   Market validation
•   Strategy to find products with a long life
•   Fast prototype and development time
January 24-25, 2013
                                               Igsummit.weebly.com


 Two approaches to validate
                Interactive based on Innovation Games
                                                 Remember
 Product             Prune          Buy a
                                                    the
   Box             The Three       Feature
                                                   Future




                                                                     Acquisition
                                                                      Customer
                                                    Roadmap



   Value                         Customer         Business
                     MVP
Proposition                     Development        Model
              Lean Startup based new product evaluation
January 24-25, 2013
                       Igsummit.weebly.com




   Tools to convert




http://innovationgames.com/
January 24-25, 2013
                            Igsummit.weebly.com


It is time to
change
how do we
learn
about how
do we do
things.


LEAN STARTUP BASED NEW PRODUCT EVALUATION
January 24-25, 2013
                              Igsummit.weebly.com




NEW BUSINESS DISCOVERY SUPPORTED
ON INNOVATION GAMES
      http://innovationgames.com/
January 24-25, 2013
                          Igsummit.weebly.com


  There are problems around us?
Find as many
problems that you
can identify in your
environment in areas
that you would like to
work using
brainwriting
January 24-25, 2013
                         Igsummit.weebly.com


How our problems are interrelated?
                  Each problem has an
                  environment that we
                  should fit in it.
                  How much is feasible
                  that our expertise
                  and knowledge fit in
                  it?
January 24-25, 2013
                                            Igsummit.weebly.com


How our customer see the field?
                           Finding how potential
                           customers see the
                           problems we like to fix
                           help us to find the level
                           of importance and
                           feasibility of finding a
                           good opportunity

      http://www.businessdesigntools.com/2011/12/empathy-mapping/
January 24-25, 2013
                                   Igsummit.weebly.com


           Value Proposition
• From the first discovery stage, create a value
  proposition to customer that will be used to
  validate hypothesis
• There is not need to have a great amount of
  data at this time
• The value proposition can iterate several times
  till traction is found
January 24-25, 2013
                         Igsummit.weebly.com


Build Value Propositions interactive
January 24-25, 2013
                                  Igsummit.weebly.com


  Decisions on the horizon
• Finding an good problem to solve is a great
  step forward.
• What is the real pain of the people? Each one
  see it in a lot of different ways.
• The common elements of a general solution is
  a pain to find.
• How do we find the right combination to build
  a good product or service?
January 24-25, 2013
                                                  Igsummit.weebly.com


           Prune the Product Tree
                         • Draw a graphic image of a tree to represent
                             growth of the product/service.
                         • Add your current project portfolio / product
                             roadmap as leaves and apples.
                         • 5 to 8 invited stakeholders are asked to shape
                             the “growth” of your offering.
                         • Captures very rich information about
                             perceptions of the future, timing of new
                             concepts, and balance among delivered
                             offerings
                         In-person
                         • Provides rich opportunity for “new” ideas
Goal:                    Online
Develop ideas for new    • Captures data for sophisticated analysis of
products and services.       preferences
January 24-25, 2013
                                              Igsummit.weebly.com


    Buy a Feature
                     • A list of 12-20 items (features or projects) are
                         described in terms of benefits and cost
                     • 5 to 8 invited stakeholders given
                         limited “budget”, must reach
                         consensus on projects to “buy”
                     • Captures very rich information about customer
                         motivations, trade-offs, objections, actual
                         collective needs
                     In-person
                     • Provides rich opportunity for “new” ideas
                     Online
Goal:                • Captures data for sophisticated analysis of
Prioritize               preferences
Product Backlogs /   • Preliminary trials indicate faster/more accurate
Project Portfolios       results than traditional tools
January 24-25, 2013
                                                           Igsummit.weebly.com


      Vision 20/20
 • When you’re getting fitted for glasses, your optometrist
   will often ask you to compare between to potential
   lenses by alternately showing each of them (“which of
   these lens is better… number 1 or number 2?”).
 • Start by writing one feature. Shuffle the pile. Take the
   first one and put it on the wall. Take the next one and
   ask your customers if it is more or less important than
   the one on the wall. If it is more important, place it
   higher. If it is less important, put it lower. Repeat this
   process with all of your feature cards and you’ll develop
   20/20 vision on what your market really wants!


Goal:
Understand
Customer Priorities
January 24-25, 2013
                                 Igsummit.weebly.com


      Minimum Viable Product
• Build a prototype of your value proposition
  with the minimum amount of features to test
  how the user react to the proposal.
• Identify the core elements of your product
• You may have multiple pitches and
  approaches to present the product to
  customers
January 24-25, 2013
                                     Igsummit.weebly.com


 Build the Product Box
• Ask your customers to imagine that they’re
  selling your product at a tradeshow, retail
  outlet, or public market.
• Give them a few cardboard boxes and ask them
  to literally design a product box that they would
  buy.
• The box should have the key marketing slogans
  that they find interesting.
• When finished, pretend that you’re a skeptical
  prospect and ask your customer to use their box
  to sell your product back to you
January 24-25, 2013
                                Igsummit.weebly.com


           Remember the Future
• Ask them to imagine that
  it’s some time in the
  future and that they’ve
  been using your product.
• Ask your customer to
  write down, in as much
  detail as possible, exactly
  what your product will
  have done to make them
  happy
January 24-25, 2013
                                  Igsummit.weebly.com


  How can you use it in the real life?
You as an entrepreneur or manager needs to
explore different alternatives to create new
products or find new opportunities.

Dare to explore the world inviting your
customers and suppliers under your guidance
and mentoring to discover new business
opportunities.
January 24-25, 2013
                                  Igsummit.weebly.com


  How do you make your own project?
• Invite customers and suppliers to hold a two
  day retreatment to play new ideas in a seclude
  place
• Share your findings and explore new ways to
  solve the problems that are floating around
  you. If the problem is good, you need to work
  on it to provide a solution and build new
  businesses.
January 24-25, 2013
                                               Igsummit.weebly.com


        Two approaches to validate
                Interactive based on Innovation Games
                                                 Remember
 Product             Prune          Buy a
                                                    the
   Box             The Three       Feature
                                                   Future




                                                                     Acquisition
                                                                      Customer
                                                    Roadmap



   Value                         Customer         Business
                     MVP
Proposition                     Development        Model
              Lean Startup based new product evaluation
January 24-25, 2013
                    Igsummit.weebly.com


Success Reward.to     http://jobs.rewards.to/
January 24-25, 2013
                                     Igsummit.weebly.com


Success Case: BuildBinder
       http://web.buildbinder.com/
January 24-25, 2013
                        Igsummit.weebly.com


Success Case: Yaxi
      http://yaxi.mx/
January 24-25, 2013
                                  Igsummit.weebly.com


        Business Model Generation




http://www.alexosterwalder.com/
January 24-25, 2013
                     Igsummit.weebly.com


Business Model Generation
January 24-25, 2013
                      Igsummit.weebly.com


Business Model Canvas iPad
January 24-25, 2013
                                                         Igsummit.weebly.com


                  Method Comparison
                             Lean Startup Based        Innovation Games Based
Creativity                Medium                      Very High
Metrics                   Quantitative                Qualitative
Execution                 From 2 weeks to 2 Months    Very short / two day
Background Requirements   A lot of understanding of   Very little training. Any
                          tools and technology        person involved in the
                                                      process can participate
                                                      under facilitated process
Group Size                2 to 4 person team for      Can be used with large
                          project                     groups to get very large
                                                      feedback
Real Customer             Yes – Online                Very little, requires face to
Participation                                         face interaction
Experiment time           1 week to 1 month           2 day
Cost                      Medium                      Low
January 24-25, 2013
                 Igsummit.weebly.com




Are you ready to start?
January 24-25, 2013
                              Igsummit.weebly.com




Playing to build great projects
    from unknown needs
              Jorge Zavala
        Chief Disruptive Officer
                Kinnevo
              San Jose, CA
      Jorge.zavala@kinnevo.com

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Playing to build great projects from unknown needs

  • 1. January 24-25, 2013 Igsummit.weebly.com Playing to build great projects from unknown needs Jorge Zavala Chief Disruptive Officer Kinnevo San Jose, CA Jorge.zavala@kinnevo.com
  • 2. January 24-25, 2013 Igsummit.weebly.com Had you ever think about How do you find the unmeet needs from your unknown customers?
  • 3. January 24-25, 2013 Igsummit.weebly.com Seeking for problems and pains • One approach to explore where are hidden opportunities is to start finding problems in the environment • Finding a great unsolved problem is a matter of scanning our usual place where we work, plan and spent time. • Not all problems are feasible or worthwhile to solve.
  • 4. January 24-25, 2013 Igsummit.weebly.com Would you like to: • Focus on finding new business opportunities • Looking for high content of innovation • Low level of investment • Market validation • Strategy to find products with a long life • Fast prototype and development time
  • 5. January 24-25, 2013 Igsummit.weebly.com Two approaches to validate Interactive based on Innovation Games Remember Product Prune Buy a the Box The Three Feature Future Acquisition Customer Roadmap Value Customer Business MVP Proposition Development Model Lean Startup based new product evaluation
  • 6. January 24-25, 2013 Igsummit.weebly.com Tools to convert http://innovationgames.com/
  • 7. January 24-25, 2013 Igsummit.weebly.com It is time to change how do we learn about how do we do things. LEAN STARTUP BASED NEW PRODUCT EVALUATION
  • 8. January 24-25, 2013 Igsummit.weebly.com NEW BUSINESS DISCOVERY SUPPORTED ON INNOVATION GAMES http://innovationgames.com/
  • 9. January 24-25, 2013 Igsummit.weebly.com There are problems around us? Find as many problems that you can identify in your environment in areas that you would like to work using brainwriting
  • 10. January 24-25, 2013 Igsummit.weebly.com How our problems are interrelated? Each problem has an environment that we should fit in it. How much is feasible that our expertise and knowledge fit in it?
  • 11. January 24-25, 2013 Igsummit.weebly.com How our customer see the field? Finding how potential customers see the problems we like to fix help us to find the level of importance and feasibility of finding a good opportunity http://www.businessdesigntools.com/2011/12/empathy-mapping/
  • 12. January 24-25, 2013 Igsummit.weebly.com Value Proposition • From the first discovery stage, create a value proposition to customer that will be used to validate hypothesis • There is not need to have a great amount of data at this time • The value proposition can iterate several times till traction is found
  • 13. January 24-25, 2013 Igsummit.weebly.com Build Value Propositions interactive
  • 14. January 24-25, 2013 Igsummit.weebly.com Decisions on the horizon • Finding an good problem to solve is a great step forward. • What is the real pain of the people? Each one see it in a lot of different ways. • The common elements of a general solution is a pain to find. • How do we find the right combination to build a good product or service?
  • 15. January 24-25, 2013 Igsummit.weebly.com Prune the Product Tree • Draw a graphic image of a tree to represent growth of the product/service. • Add your current project portfolio / product roadmap as leaves and apples. • 5 to 8 invited stakeholders are asked to shape the “growth” of your offering. • Captures very rich information about perceptions of the future, timing of new concepts, and balance among delivered offerings In-person • Provides rich opportunity for “new” ideas Goal: Online Develop ideas for new • Captures data for sophisticated analysis of products and services. preferences
  • 16. January 24-25, 2013 Igsummit.weebly.com Buy a Feature • A list of 12-20 items (features or projects) are described in terms of benefits and cost • 5 to 8 invited stakeholders given limited “budget”, must reach consensus on projects to “buy” • Captures very rich information about customer motivations, trade-offs, objections, actual collective needs In-person • Provides rich opportunity for “new” ideas Online Goal: • Captures data for sophisticated analysis of Prioritize preferences Product Backlogs / • Preliminary trials indicate faster/more accurate Project Portfolios results than traditional tools
  • 17. January 24-25, 2013 Igsummit.weebly.com Vision 20/20 • When you’re getting fitted for glasses, your optometrist will often ask you to compare between to potential lenses by alternately showing each of them (“which of these lens is better… number 1 or number 2?”). • Start by writing one feature. Shuffle the pile. Take the first one and put it on the wall. Take the next one and ask your customers if it is more or less important than the one on the wall. If it is more important, place it higher. If it is less important, put it lower. Repeat this process with all of your feature cards and you’ll develop 20/20 vision on what your market really wants! Goal: Understand Customer Priorities
  • 18. January 24-25, 2013 Igsummit.weebly.com Minimum Viable Product • Build a prototype of your value proposition with the minimum amount of features to test how the user react to the proposal. • Identify the core elements of your product • You may have multiple pitches and approaches to present the product to customers
  • 19. January 24-25, 2013 Igsummit.weebly.com Build the Product Box • Ask your customers to imagine that they’re selling your product at a tradeshow, retail outlet, or public market. • Give them a few cardboard boxes and ask them to literally design a product box that they would buy. • The box should have the key marketing slogans that they find interesting. • When finished, pretend that you’re a skeptical prospect and ask your customer to use their box to sell your product back to you
  • 20. January 24-25, 2013 Igsummit.weebly.com Remember the Future • Ask them to imagine that it’s some time in the future and that they’ve been using your product. • Ask your customer to write down, in as much detail as possible, exactly what your product will have done to make them happy
  • 21. January 24-25, 2013 Igsummit.weebly.com How can you use it in the real life? You as an entrepreneur or manager needs to explore different alternatives to create new products or find new opportunities. Dare to explore the world inviting your customers and suppliers under your guidance and mentoring to discover new business opportunities.
  • 22. January 24-25, 2013 Igsummit.weebly.com How do you make your own project? • Invite customers and suppliers to hold a two day retreatment to play new ideas in a seclude place • Share your findings and explore new ways to solve the problems that are floating around you. If the problem is good, you need to work on it to provide a solution and build new businesses.
  • 23. January 24-25, 2013 Igsummit.weebly.com Two approaches to validate Interactive based on Innovation Games Remember Product Prune Buy a the Box The Three Feature Future Acquisition Customer Roadmap Value Customer Business MVP Proposition Development Model Lean Startup based new product evaluation
  • 24. January 24-25, 2013 Igsummit.weebly.com Success Reward.to http://jobs.rewards.to/
  • 25. January 24-25, 2013 Igsummit.weebly.com Success Case: BuildBinder http://web.buildbinder.com/
  • 26. January 24-25, 2013 Igsummit.weebly.com Success Case: Yaxi http://yaxi.mx/
  • 27. January 24-25, 2013 Igsummit.weebly.com Business Model Generation http://www.alexosterwalder.com/
  • 28. January 24-25, 2013 Igsummit.weebly.com Business Model Generation
  • 29. January 24-25, 2013 Igsummit.weebly.com Business Model Canvas iPad
  • 30. January 24-25, 2013 Igsummit.weebly.com Method Comparison Lean Startup Based Innovation Games Based Creativity Medium Very High Metrics Quantitative Qualitative Execution From 2 weeks to 2 Months Very short / two day Background Requirements A lot of understanding of Very little training. Any tools and technology person involved in the process can participate under facilitated process Group Size 2 to 4 person team for Can be used with large project groups to get very large feedback Real Customer Yes – Online Very little, requires face to Participation face interaction Experiment time 1 week to 1 month 2 day Cost Medium Low
  • 31. January 24-25, 2013 Igsummit.weebly.com Are you ready to start?
  • 32. January 24-25, 2013 Igsummit.weebly.com Playing to build great projects from unknown needs Jorge Zavala Chief Disruptive Officer Kinnevo San Jose, CA Jorge.zavala@kinnevo.com