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GOING LEAN
LAB75 02.01.15
BUSINESS
WHAT IS BUSINESS?
The fine art of separating
people from their money.
WHEN IS THIS POSSIBLE?
Add
enjoyment
remove
pain
HOW IS IT POSSIBLE?
Product Service
BUSINESS MATRIX
Product Service
PainJoy
PRICING CHALLENGE
Is it worth paying?
>
PLAN
HOW TO PLAN?
Repetition.
HOW TO PLAN?
Experience.
THE CHALLENGE
How to plan the unkown?
WHAT IS A PLAN?
An ansumption about the future.
HOW TO SEE IT
An expedition with many ways.
SETTING
BUSINESS MODELS
VS
startup cooperate
WHAT IS A STARTUP?
„A startup is a human institution designed to deliver a new product or
service under conditions of extr...
BUSINESS MODELS
VS
startup cooperation
10% KNOWN
90% UNKNOWN
10% UNKNOWN
90% KNOWN
=
startup experiments
Most experiments fail.
Scale
Optimize
Economics
Promise
Product / Market Fit
„The real reason
most startups fail
is that the fail to
build someth...
FAIL OFTEN.
FAIL FAST.
LEARN SOMETHING.
Entrepreneurship = Management
EXECUTION
WATERFALL
problem known solution known
REQUIREMENTS
DESIGN
IMPLEMENTATION
VERIFICATION
MAINTENANCE
AGILE
problem known solution unknown
PRODUCT OWNER ITERATIONS
LEAN
problem unknown solution unknown
ITERATIONS
CUSTOMER DEV.
Data, Feedback, Insights
Hypotheses, Experiments, Insights
LEAN STARTUP
„Lean Startup is a systematic process for
iterating from Plan A to a plan that
works before running out of re...
WORKFLOW
EXPERIENCE
IDEAS
DATA
DESIGN
MEASURE
LEARN
LEAN START
THE PRODUCT
IS NOT THE PRODUCT.
TO DO LIST
SCOPE
I) Problem/Solution Fit
„Do I have a problem worth solving“
II) Early Traction
„Have I built something people want?“...
PROBLEM/SOLUTION FIT
1) Document your plan A
business model canvas
2) Formulate an implementation
product > strategy > vis...
MINIMUM VIABLE PRODUCT
MVP = the smallest solution that delivers customer value
MVP FINAL PRODUCT
EARLY TRACTION
4) Measure progress
AARRR!
5) Deliver value before growth
Unique value proposition
6) Qualitative learning
...
AARRR!
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
How do users find you?
Do users have a great first experience?
Do...
UNIQUE VALUE PROPOSITION
•  For (target customers)
•  Who are dissatisfied with (the current alternative)
•  Our product i...
PRODUCT/MARKET FIT
7) Identify growth engine
Paid, organic & viral sources
8) Measure everything as a cohort
e.g. average ...
BACKUP
RESOURCES
•  blog.strategyzer.com
•  practicetrumpstheory.com
•  leananalyticsbook.com
ABOUT US
Founded in 1999, LAB75 Design GmbH is running three design
and innovation hubs in Frankfurt, Berlin and Zürich by...
Start Lean
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Start Lean

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Start Lean

  1. 1. GOING LEAN LAB75 02.01.15
  2. 2. BUSINESS
  3. 3. WHAT IS BUSINESS? The fine art of separating people from their money.
  4. 4. WHEN IS THIS POSSIBLE? Add enjoyment remove pain
  5. 5. HOW IS IT POSSIBLE? Product Service
  6. 6. BUSINESS MATRIX Product Service PainJoy
  7. 7. PRICING CHALLENGE Is it worth paying? >
  8. 8. PLAN
  9. 9. HOW TO PLAN? Repetition.
  10. 10. HOW TO PLAN? Experience.
  11. 11. THE CHALLENGE How to plan the unkown?
  12. 12. WHAT IS A PLAN? An ansumption about the future.
  13. 13. HOW TO SEE IT An expedition with many ways.
  14. 14. SETTING
  15. 15. BUSINESS MODELS VS startup cooperate
  16. 16. WHAT IS A STARTUP? „A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty and has nothing to do with size of company, sector of the economy or industry.“
  17. 17. BUSINESS MODELS VS startup cooperation 10% KNOWN 90% UNKNOWN 10% UNKNOWN 90% KNOWN
  18. 18. = startup experiments
  19. 19. Most experiments fail.
  20. 20. Scale Optimize Economics Promise Product / Market Fit „The real reason most startups fail is that the fail to build something that people actually want to use and pay for.“ DANGER ZONE
  21. 21. FAIL OFTEN. FAIL FAST. LEARN SOMETHING. Entrepreneurship = Management
  22. 22. EXECUTION
  23. 23. WATERFALL problem known solution known REQUIREMENTS DESIGN IMPLEMENTATION VERIFICATION MAINTENANCE
  24. 24. AGILE problem known solution unknown PRODUCT OWNER ITERATIONS
  25. 25. LEAN problem unknown solution unknown ITERATIONS CUSTOMER DEV. Data, Feedback, Insights Hypotheses, Experiments, Insights
  26. 26. LEAN STARTUP „Lean Startup is a systematic process for iterating from Plan A to a plan that works before running out of resources.“ •  WE ELIMINATE UNCERTAINTY •  WE WORK SMARTER, NOT HARDER •  WE CREATE ORDER
  27. 27. WORKFLOW EXPERIENCE IDEAS DATA DESIGN MEASURE LEARN
  28. 28. LEAN START
  29. 29. THE PRODUCT IS NOT THE PRODUCT.
  30. 30. TO DO LIST
  31. 31. SCOPE I) Problem/Solution Fit „Do I have a problem worth solving“ II) Early Traction „Have I built something people want?“ III) Product/Market Fit „How do I scale?“
  32. 32. PROBLEM/SOLUTION FIT 1) Document your plan A business model canvas 2) Formulate an implementation product > strategy > vision 3) Invite early adopters MVP (Minimum viable product = the smallest solution that delivers customer value)
  33. 33. MINIMUM VIABLE PRODUCT MVP = the smallest solution that delivers customer value MVP FINAL PRODUCT
  34. 34. EARLY TRACTION 4) Measure progress AARRR! 5) Deliver value before growth Unique value proposition 6) Qualitative learning A/B testing, interviews, ...
  35. 35. AARRR! ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL How do users find you? Do users have a great first experience? Do users come back? How do you make money? Du users tell others?
  36. 36. UNIQUE VALUE PROPOSITION •  For (target customers) •  Who are dissatisfied with (the current alternative) •  Our product is a (new product) •  That provides (key problem-solving capability) •  Unlike (the product alternative).
  37. 37. PRODUCT/MARKET FIT 7) Identify growth engine Paid, organic & viral sources 8) Measure everything as a cohort e.g. average revenue per customer over time 9) Build feedback loops e.g. user support 10) Insights are usually hidden within failed experiments.
  38. 38. BACKUP
  39. 39. RESOURCES •  blog.strategyzer.com •  practicetrumpstheory.com •  leananalyticsbook.com
  40. 40. ABOUT US Founded in 1999, LAB75 Design GmbH is running three design and innovation hubs in Frankfurt, Berlin and Zürich by today. The workforce around Marco Bahn and Wolfgang Weicht consists of an international multidisciplinary team covering all aspects of an integrated industrial design process. A variety of long term partnerships with collaborating design and software engineering studios as well as mechanical engineers and production facilities for real world products complete our external network and reflect our focus on rapidly evolving goods and environments. lab75.jp facebook.com/LAB75

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