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Lean Launchpad - Meetup 3 of 12

Lean Launchpad - Meetup 3 of 12

The slides for the 3rd Lean Launchpad (LLP) meetup for the Ignition Accelerator Program from Digihub Düsseldorf, Q4 2017. The LLP is the world's premiere pre-accelerator and early-stage startup support program created by the father of the Lean Startup movement, Steve Blank, taught at Stanford, Berkeley and used in hundreds of other universities, F500 companies and startup programs around the world. Booking: you@plusandersen.com

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Vidar Andersen

November 11, 2017
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Transcript

  1. LEAN LAUNCHPAD THE 12W EARLY STAGE
 SUPPORT PROGRAM MEETUP 3

    OF 12 IGNITE DUS NOVEMBER 9TH
  2. MEETUP 3

  3. • QA zur Hausarbeit 
 “Customer Development” 
 “Minimum Viable

    Product”
 “Total Available Market” • 5m Präsentationen von den Startups • 10m Feedback pro Team (auch im Spreadsheet) • Hausarbeit AGENDA - MEETUP 2
  4. www.udacity.com/overview/Course/ep245

  5. None
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  8. TIME SEARCH PART OFTEN TAKES 1-2 YEARS ⇦ PRE/POST ⇨

    PRODUCT-MARKET FIT Test 1: Is this a problem Test 2: Is this the solution Test 3: Can we sell this solution Test 4: Can we repeat selling the solution Test 5: Can we scale our business
  9. PHASE 1 PHASE 2 PHASE 3 Making 
 something people

    want Marketing 
 something people want Scaling your business 1 2 3 Discovering 
 something people want
  10. PROBLEM SOLUTION TWO STEPS TO CUSTOMER DISCOVERY Are we solving

    a real problem? Who are the customers we are solving it for? Can we find customer who has this problem and would pay us to solve it? Is this the right solution that would actually solve the problem of the customers we found that are ready to pay us for it? STEP 1 STEP 2
  11. PIVOT = SOMETHING CHANGED IN THE BUSINESS MODEL ITERATION =

    INCREMENT OR VARIATION THAT DOESN’T CHANGE BMC PIVOT OR ITERATE?
  12. YOU DO NOT GET TO PIVOT JUST BECAUSE
 IT IS

    HARD
  13. None
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  19. CUSTOMER DISCOVERY

  20. None
  21. CUSTOMER VALIDATION

  22. VALUE PROPOSITION

  23. CUSTOMER SEGMENTS

  24. https://youtu.be/aN36EcTE54Q

  25. INTERVIEW SCRIPTS IT MAY HELP YOU TO PREPARE A SCRIPT

    IN ADVANCE B2B & B2C EXAMPLES
  26. B2C 1. TELL ME A STORY ABOUT THE LAST TIME...

    2. WHAT WAS THE HARDEST ABOUT THAT? 3. WHY WAS THAT HARD? 4. HOW DO YOU SOLVE IT NOW? 5. WHY IS THAT NOT SO GREAT? • LOOK FOR EMOTIONS • ASK WHY 5 TIMES B2C INTERVIEW SCRIPT http://customerdevlabs.com
  27. 1. WHAT IS YOUR ROLE? 2. WHAT DOES SUCCESS LOOK

    LIKE TO YOU? 3. WHAT IS THE HARDEST PART ABOUT
 ACHIEVING SUCCESS? B2B INTERVIEW SCRIPT B2B http://customerdevlabs.com
  28. 10 MINUTES MAXIMUM ALL YOU NEED TO GET THE RELEVANT

    DATA
  29. KEEP IT CASUAL THE LESS FORMAL THE BETTER, THE MORE

    FRIVOLOUS FEEDBACK
  30. ASK QUESTIONS & LISTEN THE LESS TALKING YOU ARE DOING

    THE BETTER
  31. NO SELLING ALLOWED THIS IS HARD - BUT AT NO

    POINT IS SELLING ALLOWED
  32. THE 5 WHYS KEEP ASKING “WHY" UP TO FIVE TIMES

  33. ASK ONLY ABOUT PAST 
 OR TODAY NOBODY CAN PREDICT

    THE FUTURE
  34. “WALK ME THROUGH IT” ASSUME YOU DON’T UNDERSTAND, ASK THEM

    TO TELL YOU
  35. THE CURRENCY TEST

  36. TIME REPUTATION MONEY

  37. •10 MINUTES TALK MAX •KEEP IT CASUAL •ASK QUESTIONS &

    LISTEN •NO SELLING ALLOWED •ASK 5-WHYS •ASK ONLY ABOUT PAST OR TODAY •WALK ME THROUGH IT •CURRENCY TEST
  38. READ THE BOOK

  39. MINIMUM VIABLE PRODUCT THE MVP

  40. MVP The smallest batch that 
 will help you test

    your riskiest assumption(s) with the least effort
  41. MINIMUM VIABLE PRODUCT AN MVP MUST DELIVER VALUE TO THE

    CUSTOMER IT MUST HAVE UTILITY - FOCUS ON VIABLE
  42. AN MVP IS NOT
 JUST A 
 VALIDATION TEST VALIDATION

    TESTS LIKE SMOKESCREENS HAS NO UTILITY
  43. AN MVP IS NOT
 NECESSARILY THE SAME AS A VALIDATION

    TEST VALIDATION TESTS LIKE SMOKESCREENS HAS NO UTILITY
  44. None
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  47. MARKET SIZE & POSITIONING

  48. EXISTING MARKET Classic: “Up and to the right” Quality Economical

    Expensive Discounted High Low CO A CO B CO D MY CO CO C CO D CO A CO B CO C MY CO
  49. How to define your market size TAM - Total Available

    Market
 Theoretical total market size or customer 
 mass with problem today SAM - Serviceable Available Market
 Theoretical total market size or customer mass 
 that are able to use / purchase a solution like 
 yours right now SOM - Serviceable Obtainable Market 
 Your target market cap or customer base within 
 the next 2-3 years, your credible ambition TAM SAM SOM
  50. RE-SEGMENTED MARKET Comparison Matrix

  51. CLONED MARKET Why and how will this work here? Show

    how you understand and have validated the local needs & differences
  52. NEW MARKET “Petal Diagram”

  53. PEER REVIEW

  54. 1. Your last concrete 5 todos and what you did

    or didn’t do 
 2. Your results: Number of interviews (and % pass/fail or metrics if applicable) 
 3. What you learn or change in the BMC and why you think so (show BMC here) 4. Your current biggest challenge(s) 
 5. The next 5 CONCRETE things you will have done until next week PEER REVIEW TIME THE LEAN LAUNCHPAD 
 5-SLIDE FORMAT
  55. HOMEWORK

  56. 1. Conduct MINIMUM 15 customer interviews, face to face 2.

    Read “Vesting for Startups” (LINK) 3. Watch Lessons “Value Proposition” and “Customer Segment” (LINK) 4. Book a coaching / mentoring slot for the coming week (link will be provided) 5. Update your 5-slide presentation according to your progress NEXT MEETUPS NOV 14TH + 21ST 1800HRS HOMEWORK MEETUP 3
  57. https://classroom.udacity.com/courses/ep245/ WATCH THE LECTURES

  58. NOW GET THE HELL OUT OF THE BUILDING

  59. WE HELP 
 YOUR COMPANY 
 GET READY 
 FOR

    TOMORROW TODAY PLUSANDERSEN.COM
  60. MORE PLUSANDERSEN.COM • Education & Training • Programs & Processes

    • Innovation Metrics • Management Tools • Innovation Outposts • Human Assets SOME OF OUR CUSTOMERS:
  61. PRE-ACCELERATION ACCELERATION GENERATION EDUCATION SELECTION FINAL DECISION SCALING UP DEALFLOW

    LEARNING JOURNEY LEARNING KEYNOTE KILL YOUR COMPANY INNOVATOR MASTERCLASS INNOVATOR BOOTCAMP LEAN LAUNCHPAD MVP AS 
 A SERVICE INNOVATION OUTPOSTS DEMO DAY PITCHING MASTERCLASS EXPERTS AS A SERVICE MENTORS AS A SERVICE TRAIN THE TRAINER SPINNING OUT +ANDERSEN PROGRAMS AT ALL STAGES
  62. +ANDERSEN 
 & ASSOCIATES INNOVATION & GROWTH THROUGH SCIENCE +

    ENTREPRENEURSHIP LEARN MORE
 PLUSANDERSEN.COM