45
Lean start-up methodology primer and MSc development workshop Andy Hirst

Lean start up primer

Embed Size (px)

Citation preview

Page 1: Lean start up primer

Lean start-up methodology primer

and MSc development workshop

AndyHirst

Page 2: Lean start up primer
Page 3: Lean start up primer

This session…

• Discover some new approaches to business start-up• Create some basic course concepts• Apply some techniques• And of course ……

Have fun!

Help yourself to tea, coffee and biscuits

Page 4: Lean start up primer

The Innovator’s Dilemma“Jobs to be done” – Clayton Christensen

• Functional jobs - Task• Emotional jobs - Feelings• Social jobs - Relationships• Supporting jobs - Context

Page 5: Lean start up primer

Warm-up Task: In groups of 2/3Identifythetop3“jobstobedone”forthenewMScinEntrepreneurship

Page 6: Lean start up primer

What do we know about the start-up process?

Page 7: Lean start up primer

Failure rates have been stubbornly high - 75%!• A business fails because it runs out of customers

Geoffrey Moore – Crossing the Chasm

Page 8: Lean start up primer

Focus on product development not customer development

Page 9: Lean start up primer

Big design doesn’t workIridium Motorola (1999)

$5 Billion flop

66 satellites – global coverage / 500k users

Page 10: Lean start up primer

Business plans contain NO FACTS“..plans rarely survive first contact with the enemy” (Helmuth von Moltke)

“Everybody has a plan until they get punched in the mouth” (Mike Tyson)

Just a set of assumption and predictions

Page 11: Lean start up primer

Start-ups are not able to make realistic forecasts of future growth

Page 12: Lean start up primer

SO…..

Could hypothesis driven business development be the solution?

Page 13: Lean start up primer

Steve Blank – “The path to the epiphany”

A mixture of customer development and iterative development techniques

Page 14: Lean start up primer

Reduce Complexity and Risk!

Page 15: Lean start up primer

Lean start up is all about iteration

Page 16: Lean start up primer

Espresso coffee

Page 17: Lean start up primer
Page 18: Lean start up primer

What changed?

TASK: Discuss in groups of 2

Page 19: Lean start up primer
Page 20: Lean start up primer

The business model – definition

• Thebusinessmodelencouragestheentrepreneurto• conceptualizetheventureasaninterrelatedsetofstrategicgoals• seekcomplementaryrelationshipsamongelements,throughuniquecombinations;• developactivitysetsaroundalogicalframework• ensureconsistencybetweenelementsofstrategy,architecture,economics,growth,andexitintentions.

Need a common language

Page 21: Lean start up primer

100

80

60

40

20

On the RiseA Google Trend analysis shows that the Business Model Canvas is trending upwards together with the Lean Startup.

2008 2009 2010 2011 2013 2014

Blue Ocean Strategy

Lean Startup

Disruptive Innovation

Business Model CanvasThe number 100 represents peak search interest

2524

Page 22: Lean start up primer

The Business Model Canvas

designed by: Strategyzer AGThe makers of Business Model Generation and Strategyzer

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit:http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

strategyzer.com

Revenue Streams

Customer SegmentsValue PropositionsKey ActivitiesKey Partners

Cost Structure

Customer Relationships

Designed by: Date: Version:Designed for:

ChannelsKey Resources

Page 23: Lean start up primer

TASK: Rapid Prototype

• Whoareourpotentialcustomers?

Page 24: Lean start up primer

Customer/Users Architypes

• Aspects to consider • Demographics• Motivations• Role models /Influencers• Ambitions • Family wealth• ….

• Day in a life• User stories

Page 25: Lean start up primer

Emergent strategyLean start-up

Page 26: Lean start up primer

Similar methods that overlap with lean start-up philosophy• Design thinking• Rapid prototyping• Agile project management• Emergent strategy

• Iteration!

Page 27: Lean start up primer

Can we change the way we business model/ design courses?

Page 28: Lean start up primer

Visual Tools

Page 29: Lean start up primer

Product-MarketFit

Gain Creators

Pain Relievers Pains

Gains

Products& Services

CustomerJob(s)

Value Proposition Customer Segment

copyright: Strategyzer AGThe makers of Business Model Generation and Strategyzer

The Value Proposition Canvas

strategyzer.com

Page 30: Lean start up primer

CustomerSegment

The Value Proposition Canvas

Customer (Segment) Profile:

copyright: Strategyzer AGThe makers of Business Model Generation and Strategyzer strategyzer.com

Pains

Gains

CustomerJob(s)

10:00

Page 31: Lean start up primer

ValueProposition

copyright: Strategyzer AGThe makers of Business Model Generation and Strategyzer strategyzer.com

The Value Proposition Canvas

Gain Creators

Pain Relievers

Products& Services

Value (Proposition) Map:

10:00

Page 32: Lean start up primer

Swap canvasAdd,Develop,Organise

Page 33: Lean start up primer

The Start in Start-up

MVPA sellable product or service that has enough features to satisfy one customer segment

Page 34: Lean start up primer

10:00TASK: In groups of 3, create an MSc in a box

Page 35: Lean start up primer

Pitch your ideaIn30secondsexplainyourMScthinkaboutyourcustomersegment,productfeatures,pains,gainsandjobstobedone.

Page 36: Lean start up primer

2nd Iteration

Page 37: Lean start up primer

Lean start up is all about iteration

Make a change based on your feedback

Page 38: Lean start up primer

3rd Iteration

Page 39: Lean start up primer

Lean start up is all about iteration

Make a change based on your feedback

Page 40: Lean start up primer

Look at the existing market

Page 41: Lean start up primer

Blue Ocean Strategy – Kim and Mauborgne (2005)

Createproductsinuncontestedmarketsatlowcost

Page 42: Lean start up primer
Page 43: Lean start up primer

What’s different about Nintendo’s business model?

Page 44: Lean start up primer
Page 45: Lean start up primer