Launch + going lean (v. 2017-2018 eng)

Launch + going lean

Frieda Brioschi / Emma Tracanella frieda.brioschi@gmail.com / emma.tracanella@gmail.com

IED, 19 Dec 2017Lesson 10/2017-2018

10. Launch + going lean

Course program1. Start-ups

2. Business Model & Canvas

3. Value Proposition Design

4. Customers & Market

5. Activities & Costs

6. Legal basics

7. Start-up in Italy & ecosystems

8. Design & planning

9. Resources & pitch

10.Launch + Going Lean

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10. Launch + going lean

More on pitch

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10. Launch + going lean

"Telegram is a cloud-based mobile and desktop messaging app with a

focus on security and speed"

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10. Launch + going lean

"WhatsApp Messenger is a cross-platform mobile messaging app which allows you to exchange

messages without having to pay for SMS"

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10. Launch + going lean

“AirBed&Breakfast Book rooms with locals,

rather than hotels”

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10. Launch + going lean

Links1. All the Public Startup Pitch Decks in One Place

https://medium.com/startup-grind/all-the-public-startup-pitch-decks-in-one-place-7d3ddff33bdc Business Model & Canvas

2. TechCrunch Unicorn Leaderboardhttps://techcrunch.com/unicorn-leaderboard/

3. Netflix Culture: Freedom and Responsibilityhttps://www.slideshare.net/reed2001?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview

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Launch

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10. Launch + going lean

Robert Scoble’s recipe /1

“The best launch is if you have a product that

other people like using so much that they tell other people about it.”

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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

10. Launch + going lean

Robert Scoble’s recipe /2

“What you want to do is have a story that travels to the people who are most likely to need your product.

It all starts with a story.

So, the right way to launch is to have a story. Then try that story out on some early adopters. Do they go "no

way!" Or do they look bored?”

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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

10. Launch + going lean

Amazon Go

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https://www.youtube.com/watch?v=NrmMk1Myrxc

10. Launch + going lean

Robert Scoble’s recipe /3Start asking the right question:

• How can I get Oprah Winfrey to see my product within a year?

• How can I get to be a featured app in the Apple app store?

• How do I make a product so strategically important that Steve Jobs buys it within a month.

• How do I make a product that's so sticky and viral that it gets people to tell at least five other people about it.

12http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

10. Launch + going lean

Robert Scoble’s recipe /4Things you need to do to launch a company:

1. Make a blog.

2. Make a YouTube video channel.

3. Start Tweeting.

4. Get a Facebook Page.

5. Get a LaunchRock or KickoffLabs site.

6. List your company on Angel List (and StartupLi.st, CrunchBase, etc).

7. Figure out the 10 journalists you want to have see your product before you launch

13http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

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Robert Scoble’s recipe /5

• So, what's your story?

• A sizeable part of having a great story is also hitting the market at the right time.

14http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

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H-Farm Screening Criteria

15http://marketingarena.it/2012/11/26/10-domande-scomode-a-h-farm/

9. Resources & pitch

Show & Tell

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Lean Startups

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10. Launch + going lean

“The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to persevere-and grow a business with maximum acceleration.”

18 http://theleanstartup.com/principles

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Lean Startups

A methodology for developing businesses and products. It aims to shorten product development cycles by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and validated learning.

19 https://en.wikipedia.org/wiki/Lean_startup

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Lean Canvas fundamentals

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Why?

“Business plans take too long to write, are seldom updated, and almost never read by others but documenting your assumptions are key.”

21 https://leanstack.com/lean-canvas/

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Lean Vs Business Model

22 https://leanstack.com/lean-canvas/

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10. Launch + going leanhttps://leanstack.com/why-lean-canvas/

10. Launch + going leanhttps://canvanizer.com/how-to-use/business-model-canvas-vs-lean-canvas

Lean Canvas Vs Business Model Canvas

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Solution

“I purposely made the solution box less than one-ninth of the entire canvas because, as entrepreneurs, we are most passionate about the solution box and what we are naturally good at. “

— Ash Maurya, Running lean

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Risks

27 https://leanstack.com/the-10x-product-launch/

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Product Risk – Getting the product right

1. First make sure you have a problem worth solving. 2. Then define the smallest possible solution (MVP). 3. Build and validate your MVP at small scale (demonstrate

UVP). 4. Then verify it at large scale.

28 https://leanstack.com/the-10x-product-launch/

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Customer Risk – Building a path to customers

1. First identify who has the pain. 2. Then narrow down to early adopters who really want your

product now. 3. It’s okay to start with outbound channels. 4. But gradually build/develop scalable inbound channels –

the earlier the better.

29 https://leanstack.com/the-10x-product-launch/

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Market Risk – Building a viable business

1. Identify competition through existing alternatives and pick a price for your solution.

2. Test pricing first by measuring what customers say (verbal commitments).

3. Then by what they do. 4. Optimize your cost structure to make the business model

work.

30 https://leanstack.com/the-10x-product-launch/

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Lean startup cycle

31 http://theleanstartup.com/

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Lean startup cycle

32 http://theleanstartup.com/

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Deming cycle

33 Img by http://www.bulsuk.com/2009/02/taking-first-step-with-pdca.html

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Deming cycle

34 Img by Johannes Vietze CC-BY-SA

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Examples

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10. Launch + going lean36 http://www.slideshare.net/SheenYap1/exploring-the-lean-canvas/28

Facebook (2004)

10. Launch + going lean37 https://stfalcon.com/en/blog/post/planning-lean-startup-development-quickly

Photosharing desktop app CloudFire

10. Launch + going lean38 http://www.multunus.com/blog/2016/03/business-model-case-study-skype/

Skype (2003)

10. Launch + going lean39 http://tommorkes.com/3-step-framework-for-starting-anything-from-scratch-even-if-you-dont-have-money-connections-or-an-audience/

A Brewery

10. Launch + going lean

Pets Clothes

App which allows people to design pets clothes, which lets you put your pet in a costume (like that dog in a spider costume).

40 http://blog.lunarlogic.io/2015/canvases-which-one-should-i-choose/

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Business Model Canvas

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Lean Canvas

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Hints

• Canvases are only a map of the issues that every startup should consider.

• There is no canvas which is always the best. • You can use more than one canvas in the very beginning; it

forces you to look at a product from different perspectives. You can also change a canvas while working with a product.

• If you can’t fill out any canvas in a logical way, you should rethink your business model or even just think again, deeply, about its formula.

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