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Lean LaunchPad
2013 April-June
Iain Verigin
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Course Introduction
• Objectives• Intro & Background• A Story -- “The Course in a Nutshell”• How the class works
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Who Am I? (Iain)• Teaching “Customer Development” since ’08
– 3 Lean LaunchPads e@UBC.
• 2 Startup Companies– Home Run PMC-Sierra– Double Packet Engines
• Many “Start-up” Products/Lines– Lotsa hits and many more misses.
• Experience: Product Strategy, Business Development, Product Marketing, Engineering, “Health Issues”
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Who Are You?• Professors • PhDs• Alumni
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“Themes”
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Steve Blank’s “Customer Development” 2006
• Problem: Startups fail from lack of customers– Not lack of product
• Solution: Develop Customers and Products together
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Company
Building
Customer Development
CustomerDiscovery
Customer Development is as important as Product Development
Concept/Bus. Plan
Product Dev.
Alpha/Beta Test
Launch/1st Ship
Product Development
CustomerValidation
Customer
Creation
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Lean Startup – Eric Ries• What’s A Startup
– “A human institution designed to create a new product or service under conditions of extreme uncertainty” pg 27
• Quality– “If we do not know who the customer is, we
do not know what quality is.” pg 107
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Steve Blank “2012”
“A Startup is a temporary organization in search of a scaleable, repeatable, and profitable business
model”
Page xvii, Startup Owners Manual
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Search vs. Execution
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This Course is All About
“The Search”
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Objectives
• Learn how to organize & execute sales, marketing, and business development when bringing a new product to market(while searching)
• Learn relevant “People Skills”– Listening, Presenting, Mindset and Burnout – Entrepreneurship is all about people
• & have fun on the way
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What are we really gonna do?
1. Learn some “search” process & theory
2. Experience it directly by“Getting Out of The Building”
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Why Customer Dev?
• It’s what I know.
– The “book/story “4 Steps to Epiphany” by Steve Blank is one of the few that is very close to my personal experience.
:aside:
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You Customers
Process Scorecard
The Course in a Nutshell
Purpose
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16Or … “You Are Here”
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Your Purpose
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To Create a CustomerDrucker says …
“There is only one valid definition of business purpose: …”
Page 20 “The Essential Drucker”
Aside
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What is Marketing?• Drucker says --
• There will always, one can assume, be the need for some selling. But the aim of marketing is to make selling superflous.
The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.
• Reference: pages 20 & 21 in “Essential Drucker”.
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A Product That Sells Itself
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The Scorecard
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Technology Ventures: From Idea to OpportunityChapter 7: Figure 7.3
Resources Financial Physical Intellectual
Deal Reward, Risks Incentives Ownership Harvest
People The Team Capabilities Attitude Reputation
Opportunity Customers Strategy Business Model
The Business
Plan
The Biz Plan
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A Better Way to View It
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The Business Model Canvas
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Apple Canvas
:example:
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Keep Track
Week n
Week 1
Week 2
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test
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:Score Card: ( Hypothesis Summary)
Guess Guess Guess Guess Guess
GuessGuess
Guess Guess
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Biz Model Canvas Links• http://www.businessmodelgeneration.com/• http://www.alexosterwalder.com/• http://www.businessmodelalchemist.com/tools
• Customer Development & Biz Model Canvas Combined• http://steveblank.com/2010/10/25/entrepreneurship-as-a-scienc
e-–-the-business-modelcustomer-development-stack/• http://www.businessmodelalchemist.com/2010/08/combining-bu
siness-model-prototyping-customer-development-and-social-entrepreneurship.html
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:More:
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Customers?
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Technology Adoption Life Cycle
Chasm
EarlyMarket
Bowling Alley
Tornado
Main Street
Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN”
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Underlying Drivers in Growth Markets
Techies:Just try it!
Pragmatists:Stick with the herd!
Conservatives:Stick with what’s proven!
Skeptics:Just say No!
Visionaries:Get ahead of the herd!
Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN”
“Technology Adoption Strategies”
People
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New Market “Chasm”
Chasm
EarlyMarket
Bowling Alley
Tornado
Main Street
Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN”
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? Instant Success ?
In 4th year after launch.
( ie 6 years )
This is as fast as it gets.
NB. Apple's fiscal year ends in September. This means that Q1 includes the holiday season, which accounts for jumps in the data. Fiscal Q1 is Oct - Dec of previous year. So Q1 of 2008 is Oct - Dec of 2007, Q2 of 2008 is Jan - Mar of 2008 and so on.
http://en.wikipedia.org/wiki/File:Ipod_sales_per_quarter.svg
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The Process
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Study/Plan and Act• Market
Analysis
• Market Pursuit
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It’s The Scientific Process!
• Hypothesis• Develop Test• Observe• Analyze Results
• Re-jig Hypothesis• Do it again
( many times … Quickly )
• Apply to Customers
• Product / Market Fit is what you are looking for.• Is not obvious
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Six steps to Acting as an entrepreneur
Chapter 2: Figure 2.1
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iPod Timeline
Cycling, Cycling, and more Cycling
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More Process
• Customer Development• www.steveblank.com
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Search vs. Execution
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Execution Like This
Bill Buxton, “Sketching User Experience”
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Search Looks Like This
Bill Buxton, “Sketching User Experience”
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7 Steps (minimum)
http://blog.startupcompass.co/what-the-fortune-1000-can-learn-from-the-star
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You
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Model – Knowledge Funnel“What Do You Know”
Roger Martin’s Knowledge Funnel Mystery Heuristic Algorithm
! Very Useful for our class !
You start in the Mystery Zone( the guesses )
Success is getting it to “Heuristic zone”(what are the “rules-of-thumb”
Grand Slam is getting it to the “Algorithm” zone
Source: Design of Business, Roger Martin
VousEtesici
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Summary
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You Customers
Process Scorecard
Mash Up
“Chasm Model”
“Business Model Canvas”
“Knowledge Funnel”
“Customer Development”
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That’s The Story
• So ….
What Are We Gonna Do?
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What Are We Gonna Do?• In Class
– 8 * “Iain” Presentations• Process, Theory, Personal Skills
– 4 * “You” Project Update Presentations• TAM/SAM, Canvas, Experiments, #Calls
• In Between Classes– “You” Get Out of the Building– “You” Blog Your Progress– “Us” monitor & comment on blogs
How the Class Works
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Course Blog
• http://llpgenomics2014q1.wordpress.com/
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“Being a Novice Is
Way Overrated”
52http://sethgodin.typepad.com/seths_blog/2010/09/the-myth-of-preparation.html
Seth Godin “Winners”live here
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END
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Models / Frameworks• Primary
– Customer Development Model – Steve Blank• Supporting
– Crossing the Chasm – Geoffrey Moore– Knowledge Funnel & Reliability Bias – Roger L. Martin– Innovators Dilemma/Solution – Clayton Christensen– Lean Startup – Eric Ries– Design Driven Innovation – Roberto Verganti– Positioning – Ries & Trout– Solution Selling, CustomerCentric Selling – Bosworth– ProActive Selling, William “Skip” Miller– Strategic Selling – Miller Heiman– Mindset – Carol Dweck– Made 2 Stick - MarComm - Chip & Dan Heath– Personal Behaviour – Marshall Goldsmith
How the Class Works
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Assumptions• That most people have tons of
“Execution Experience”
and very little “Search Experience”
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✖ ✔
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Example
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Break