린스타트업 코리아 세미나
비즈니스 모델 캔버스 알아보기
FT Accelerator/ Boom Media / Seoul Space
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup is …
Lean Startup은
고객 개발 방법론과 애자일 개발 방법론을...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s goal is …
Startup
Big Company
Low Money...
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LEAN STARTUP KOREA
How to Lean Startup?
Ideas
CodeData
BuildLearn
Measure...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s MVP
Ideas
CodeData
BuildLearn
Measure
V...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
How to MVP ?
완성도 낮은 MVP(Low-fidelity MVP)는 최소한의 기능으로 실...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup Running …
Ideas
CodeData
BuildLearn
Measu...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Search Stage
Search Business Model
Lean...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Execute Stage
Scale Business Model
Lean...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Business Score Card
Business Model Canv...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Success Story
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Books
The Startup Owner’s Manual
By Ste...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Osterwalder’s book Business Model Generation (Wiley, 2...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
9 Building Blocks
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
1. Value Proposition
 Solves For Customer needs & pro...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
2. Customer Segment
 Who & Why to buy?
Customer Segme...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
3. Channels
 Consider Channels and market types
Chann...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
4. Customer Relationship
 Customer Activation and Ref...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
5. Key Resources
 Resources management
Key resources ...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
6. Partners
 Value exchanges
Partner areas:
• Strateg...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
7. Key Activities
 How you’ll find & secure
Most impo...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Financial sense 4 questions:
1. How many of these thin...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Cost Consider:
• Price
• Fixed and variable costs
• Li...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
BMC Lessons Learned
Infrastructure CustomersValues
(Of...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
BMC Perspective
Infrastructure
(Budget, R&D …)
Custome...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
BMC Perspective
Business Model review
Cost effectively...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Cost reduce:
• Financial
• Strategic
• Personal
Value ...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Example Nintendo’s wii
 Motion Game, Cost grow
Motion...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Example Swatch
 Low cost, Lifestyle watch
Tend, low c...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Business Model Canvas, Download
http://www.businessmod...
About Lean Startup Korea
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
김일영 il young Kim


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
박찬 Chan Park






...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
• WebSite: http://www.leanstartupkorea.com
• Facebook:...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
“린스타트업 코리아는 린스타트업을 한국에 알리고 공유하며,
창업의 올바른 비즈니스 모델로 자리매김...
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Reference
1. Lean Startups, Eric Reis
2. Lean Thinking...
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Lean startupkorea business model canvas 201

  1. 1. 린스타트업 코리아 세미나 비즈니스 모델 캔버스 알아보기 FT Accelerator/ Boom Media / Seoul Space
  2. 2. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup is … Lean Startup은 고객 개발 방법론과 애자일 개발 방법론을 기반으로 한다. 고객 개발 방법론을 통해 제품/서비스 가설을 검증하고, 애자일 개발 방법론을 통해 필요한 핵심 기능과 빠른 고객 대응을 제공한다.
  3. 3. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup’s goal is … Startup Big Company Low Money, Many Iterator Many Money, One Shot One Kill! Extreme uncertainty … Zombie! No waste time & money
  4. 4. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA How to Lean Startup? Ideas CodeData BuildLearn Measure Lean Startup은 만들고, 측정하고, 배우는 순환 고리를 가진다. 순환고리를 거치면서 낭비를 줄이고 가설을 검증으로 바꾸어 비즈니스 성공 가능성을 높인다.
  5. 5. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup’s MVP Ideas CodeData BuildLearn Measure Validation Product Lean Startup’s MVP는 만들고, 측정하고, 배우는 순환 고리를 통한 최소 기능 제품이다. MVP로 고객에게 전달할 핵심 가치에 기반한 제품을 만들어 판매한다.
  6. 6. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA How to MVP ? 완성도 낮은 MVP(Low-fidelity MVP)는 최소한의 기능으로 실제 제품의 형태만을 모방하여, 고객의 문제에 대한 유효성을 검증하고 피드백을 모으는데 주로 사용된다. 완성도 높은 MVP(High-fidelity MVP)는 실제 제품에 가깝게 구 현된 MVP로, 실제품에 가까운 형태로 고객의 솔루션에 대한 유효성을 검증하 고 피드백을 모으는데 주로 사용된다. Low-fidelity MVP High-fidelity MVP 문제 유효성 검증 제품 유효성 검증
  7. 7. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup Running … Ideas CodeData BuildLearn Measure Ideas CodeData BuildLearn Measure Validation Business
  8. 8. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup’s Search Stage Search Business Model Lean Startup’s Search Stage는 고객을 발굴하고 고객이 실제 구매 고객으로 반영되는지 검증한다. 만약 구매가 이루어지지 않거나 전환율 및 활성화율을 달성하지 못하면 전환(pivot)을 수행한다.
  9. 9. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup’s Execute Stage Scale Business Model Lean Startup’s Execute Stage는 검증된 비즈니스 모델을 기반으로 반복과 확장이 가능한지 검토한다. 반복과 확장이 가능하지 않다면 다시 Search Stage로 회귀한다.
  10. 10. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup’s Business Score Card Business Model Canvas
  11. 11. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup’s Success Story
  12. 12. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Lean Startup’s Books The Startup Owner’s Manual By Steve Blank The Bible of Lean Startups. Very Useful Story and Sign. The Lean Startup By Eric Ries Great high level overview of all the principles of a Lean Startup. 린스타트업 코리아 번역 중, 에이콘 11월 출간 예정 Running Lean By Ash Maurya A practical guide to build a great lean startup from the creator of the lean canvas.
  13. 13. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Osterwalder’s book Business Model Generation (Wiley, 2010) Business Model Canvas  Business blueprint
  14. 14. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 9 Building Blocks
  15. 15. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 1. Value Proposition  Solves For Customer needs & problems Value Proposition specifics areas: • Product Vision • Product Features & Benefits • Minimum Viable Product (MVP)
  16. 16. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 2. Customer Segment  Who & Why to buy? Customer Segment include 5 components: • Customer problems, needs or passions • Customer types • Customer archetypes • A day in the life of customer • Organizational map and customer influence map
  17. 17. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 3. Channels  Consider Channels and market types Channel describes: • Consider “Fits” the Channel • Physical channel choice • Web/Mobile channel choice
  18. 18. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 4. Customer Relationship  Customer Activation and Referrals Customer relationship’s strategies: • Get • Keep • Grow
  19. 19. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 5. Key Resources  Resources management Key resources categories: • Physical • Financial • Human • Intellectual property
  20. 20. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 6. Partners  Value exchanges Partner areas: • Strategic alliances • Cooperation between competitors • Joint new business • Key supplier relationships
  21. 21. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 7. Key Activities  How you’ll find & secure Most important actions: • Production • Problem solving • Supply chain management • Go on?
  22. 22. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Financial sense 4 questions: 1. How many of these things will we sell? 2. What’s the revenue model? 3. How much will we charge? 4. Does this add up to a business that’s worth doing? 8. Revenues Stream  Financial sense
  23. 23. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Cost Consider: • Price • Fixed and variable costs • Lifetime value 9. Cost Structure  Cost and Customer lifetime
  24. 24. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA BMC Lessons Learned Infrastructure CustomersValues (Offer) Finance Sense
  25. 25. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA BMC Perspective Infrastructure (Budget, R&D …) Customer Development
  26. 26. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA BMC Perspective Business Model review Cost effectively and Waste
  27. 27. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Cost reduce: • Financial • Strategic • Personal Value gain: • Better • Faster • Cheaper BMC Perspective
  28. 28. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Example Nintendo’s wii  Motion Game, Cost grow Motion control game Fun and group factor Retail channel Better console game Royalty from dev. Console production price Tech-Development price Motion control tech General & Group
  29. 29. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Example Swatch  Low cost, Lifestyle watch Tend, low cost, fashion add to watch Retail channel Event Guerrilla marketing Mass & Trend Market Sell swatch Eliminate component Brans, Design, Position
  30. 30. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Business Model Canvas, Download http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf
  31. 31. About Lean Startup Korea
  32. 32. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA 김일영 il young Kim       박찬 Chan Park       최원식 Wonshik Choi    Procter&Gamble, Adidas, Allianz life, 매일유업(CMO)  마케팅바이블 브랜드 자산경영 오감브랜딩 
  33. 33. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA • WebSite: http://www.leanstartupkorea.com • Facebook: https://www.facebook.com/groups/leanstartupkorea/ • Email: help@startuptree.net 린스타트업코리아는 에릭 리스, 애쉬 마우어, 알렉산더 오스터왈드, 데이브 맥클루어, 브랜드 쿠퍼 와 더불어 린스타트업의 구루Guru인 스티브 블랭크 와 밥 돌프 교수의 이론을 근거로 활동하고 있습니다. <History> - 2012년 5월 27일 LeanStartupKorea.com WebSite Alpha - 2012년 6월 30일 Prelude to Lean Seminar, Seoul Design Center - 2012년 11월 1일 Facebook Group Open - 2013년 5월 21일 LeanStartupKorea.com WebSite Alpha 2 (site move) - 2013년 5월 23일 Lean Startup Intro 101 - 2013년 6월 29일 LeanStartup Facebook Group 1,000 over - 2013년 7월 9일 S-Core(Samsung) Seminar, Lean Startup 101 & 103 - 2013년 8월 5일 LeanStartup Facebook Group 1,300 over - 2013년 8월 14일 LeanStartup Seminar & Opening
  34. 34. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA “린스타트업 코리아는 린스타트업을 한국에 알리고 공유하며, 창업의 올바른 비즈니스 모델로 자리매김하여 성공적인 창업과 운영에 기여한다.” <주요 사업> • 린스타트업 세미나 및 워크샵 • 린스타트업 커뮤니티 활동 • 린스타트업 컨설팅
  35. 35. © 2013 LeanStartupKorea.com All Rights Reserved. LEAN STARTUP KOREA Reference 1. Lean Startups, Eric Reis 2. Lean Thinking, James P. Womack 3. The Startup Owners Manual, Steven Blank 4. Lean Entrepreneur, Brant Cooper 5. Business Model Generation, Alexander Osterwalder 6. Harvard Business Review Entrepreneurship, Zanas Block 7. Harvard Business Review Entrepreneurship, Ian C. Macmillan 8. Harvard Business Review Entrepreneurship, Michael Nevens 9. Harvard Business Review Entrepreneurship, Gregory L. Summe 10.Harvard Business Review Entrepreneurship, Bro Uttal

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