Lean Venture Series - Stage 1, Lesson 3

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Stage 1, Lesson 3: Aligning your Product or Service with Human Needs

workshop agenda

01 review02 learning objectives03 idea generation and design thinking04 getting to know the problem05 pretotyping06 summary and next steps

01review

review• Lesson One:

• entrepreneurship • Business Model Canvas – roadmap to creating

a viable business model – “birds eye view”, fluid story, multiple versions

• Lesson Two – focus on priority problem(s)/ solution(s) / opportunity/ies.

02learning objectives

• by the end of lesson 3 you should be able to– Identify the differences between primary and secondary research;

qualitative and quantitative research

– Choose from among most painful / riskiest parts of the problem that you are trying to solve (using BMC and other work)

– Formulate hypotheses/assumptions about the problem / opportuntiey

– Practice: “gathering fairminded, unbiased feedback from the people you propose your solutions will benefit the most”

– Uncover patterns in the responses to your research and create meaning from those patterns.

– Develop some options for “pretotyping” your idea

…in other words…customer discovery

– “systematic approach to ‘getting out of the building’ to test & validate your hypotheses – learning in order to discover a repeatable, scalable business model.”

– Ideally: find out who might be early adopters or lead users (Mueller, Thoring)

– GOAL: problem solution fit to product market fit

SOURCE: http://steveblank.com/category/customer-development-manifesto/

Discovery

https://steveblank.files.wordpress.com/2014/06/what-is-customer-discovery.m4v

Pretotyping

Customer Development

Stage 1 Stage 2 Stage 3

Source: http://steveblank.com/category/customer-development-manifesto/

http://vlaskovits.com/if-youre-not-getting-out-of-the-building-youre-not-doing-customer-development-and-lean-startups/

03idea generation and design thinking

design thinking & customer discovery• User research

– “Fall in love with the problem, not the solution”– Find out what’s already out there (ASU student materials)– Validate qualitatively, verify quantitatively (Maurya, Running

Lean, p. 63)– Design-thinking emphasis on ideation can be applied – ideation

techniques can be used in the beginning and to apply learnings from customer discovery (e.g. interviews) for iteration or pivoting to achieve problem-solution fit.

– Pretotyping

Idea generation & design thinking• Step 1: Getting to know the problem you fell in love with• Step 2: Making meaning out of mayhem• Step 2.5: Making meaning with a team is the definition of

mayhem. • Step 3: Make things with your made meaning• Step 4: Fleshing out your ideas• Step 4.5: Minimum Viable Prototype, or

“pretotype”opportunity

steps of design thinking

01 getting to know the problem you fell in love with

01 getting to know the problem you fell in love with

research• secondary / primary• qualitative / quantitative

Validate qualitatively, verify quantitatively

context – getting ready to “get out of the building” to test our assumptions /hypotheses

Discovery

Stage 1 Stage 2 Stage 3

Pretotyping

• Individually• choose a problem / customer segment

pair• create a hypothesis (write down

assumptions you want to explore)

01 getting to know the problem you fell in love with

• Falsifiable Hypothesis = [Specific Repeatable Action] will [Expected Measurable Return], but see page 84:

• These are more qualitative evaluations of assumptions.

Maurya, Running Lean, p. 83, 84

01 hypothesis

• Assumptions around risks:• PRODUCT RISK: What are you solving? (problem)

How might customers rank your problems in importance?

• MARKET RISK: Who is the competition? (existing alternatives)

How do customers solve these problems today?• CUSTOMER RISK: Who has the pain? (customer

segments)Is this a viable customer segment?

Maurya, Running Lean, p. 83, 84

01 hypothesis

Group ActivityRoles• Entrepreneur/interviewer (ask questions, note insights) –

Tell potential customer what customer role they are playing)

• explore customer worldview for one problem• Potential Customer (play target customer)• Observer – listen and note insights

01 getting to know the problem you fell in love with

• Each team discuss insights about questions and about answers with the entire class.

• Interviewer will document results• what insights did you gain?• what insights did others in your group

contribute?

02 making meaning out of mayhem

steps of design thinking

03 make things with your made meaning

steps of design thinking

04 fleshing out your ideas

steps of design thinking

4.5 minimum viable prototype or “pretotype”

04pretotyping

01 what is pretotyping

02 how could you pretotype solutions to the problem you are passionate about?

05summary and next steps

questions?

review material for next session

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