EFFECTUATION – ERGÄNZUNG ZU BUSINESS MODEL CANVAS

UND LEAN STARTUP?

Alexandra RudlIm Rahmen der bwcon Reihe „Impulse Tech Management“

September 2014

BUSINESS MODEL DESIGN HYPE (AUSWAHL)

BUSINESS MODEL CANVAS (ALEX OSTERWALDER)

Customer + Value Delivery

Value Creation + Ressources

RESEARCH CANVAS (ANGEWENDUNG IM OPPORTUNITY RECOGNITION WORKSHOP)

Collaborative Design by Alexandra Rudl, Dr. Christian Förster, Valentina GrilleaInspired by iminds

LEAN STARTUP / MVP (ERIC RIES)

Minimum Viable Product

• Geschäftsidee schnell und kostengünstig am Markt testen

• Feedback zu einem sehr frühen Zeitpunkt einholen

• Zahlungsbereitschaft von Kunden prüfen

BEISPIEL

ERIC RIES‘ STARTUP DEFINITION

„A startup is a human institution designed to deliver a new service or product under conditions of extreme uncertainty [in terms of product, customer, market].“

Stop wasting people‘s time by producing products nobody is

using.

Biggest waste is not building things inefficiently but building things efficiently nobody wants.

Software companies can build anything but the question is: should it be built and how can we build a sustainable business model around it?

EFFECTUATIONA startup is a human institution designed to deliver a new service or product under conditions of extreme uncertainty.

EFFECTUATION

Prof. Saras Sarasvathy University of Virgina

Michael Faschingbauer Effectuation Intelligence

EFFECTUAL REASONING VS CAUSAL REASONING

vs.

"If I had a budget, I could ask a specialist in the field of education to go through data and give me ideas of

how many universities, how many media, how many large companies I

will have to contact to have an idea of the work that has to be done."

"I'd just go sell it. I don't believe in market research. Somebody once told me the only thingyou need is a customer. Instead of asking all the questions, I'd try and make some sales. I'd learn a lot […] . So my market research would actually be hands-on actual selling."

DIE 4 EFFECTUATION PRINZIPIEN

http://effectuation.org/

© Faschingbauer, Mauer (2014)

PRINZIP DER MITTELORIENTIERUNG

MITTEL

Wer bin ich? Werte und Normen

Kultur

Vorlieben und Abneigungen

Prinzipien und Charakter

Was weiss ich?• Fähigkeiten• Erfahrungen• Fertigkeiten• Bildung (Uni, Schule,

Ausbildung)• Bücher und Zeitungen

Wen kenne ich?• Kollegen• Professionelles Netzwerk• Familie und Freunde• Kunden und Dienstleister• Vereine und Verbände• Soziale Netzwerke

© Faschingbauer, Mauer (2014)

PRINZIP DES LEISTBAREN VERLUSTS

MÖGLICHER EINSATZ

Zeit

Kapital

Kontakte

Selbstwert

Name / Ruf

© Faschingbauer, Mauer (2014)

PRINZIP DER UMSTÄNDE UND ZUFÄLLE

© Faschingbauer, Mauer (2014)

PRINZIP DER VEREINBARUNGEN UND PARTNERSCHAFTEN

DIE 4 EFFECTUATION PRINZIPIEN

http://effectuation.org/

“So people often say to me, ‘When you built the system, you must have known that making it self-sustainable was the only way eBay could grow to serve 40 million users a day’. Well...nope. I made the system self-sustaining for one reason: Back when I launched eBay […], eBay wasn’t my business - it was my hobby. I had to build a system that was self-sustaining... Because I had a real job to go to every morning. I was working as a software engineer from 10 to 7, and I wanted to have a life on the weekends. So I built a system that could keep working catching complaints and capturing feedback even when Pam and I were out mountain-biking, and the only one home was our cat.”

Pierre Omidyar, eBay Founder

BEISPIELE

EFFECTUATION GRID

EFFECTUATION GRID IM EINSATZ

Gründerteams erhalten wertvolle Impulse zu: • Ungewissheit in Geschäftsideen• Unterschiedlichen Wahrnehmungen im Team

(v.a. zu leistbarem Verlust)• Stärken (=Mittel) der Teammitglieder• Bewusstsein über das eigene Netzwerk