Introduction to the Company

Live Q&A Session with Prof. Jayanta ChatterjeeDesign Thinking, IIT Kanpur & ISB

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Agenda for Session

Product Development Model

Technology Life Cycle Adoption Curve

Customer Development Model

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Types of Startup Markets4

Open Q&A5

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Product Development ModelA conventional approach that is meant for launching new products in the existing market

• Draft Clear Vision • Develop

Product/Service Concept

• Structure the Distribution Channel

• Engineer Product• Figure the

Marketing Requirements

• Onboard the First Beta Customers

• Seek Additional Capital

• Launch Marketing Programs

• Keep Raising Funds till IPO/Merger

Concept/Seed LaunchAlpha/Beta TestProduct Development

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Pitfalls of Product Development ModelThere are certain aspects which are wrong with this model

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Where Are the Customers?

Emphasis on Execution Instead of Learning and Discovery

Lack of Meaningful Milestones

Focus on First Customer Shipment

Use of Product Development Methodology to Measure Sales

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Pitfalls of Product Development ModelThere are certain aspects which are wrong with this model

6Use of Product Development Methodology to

Measure Marketing

7 Premature Scaling

8Death Spiral: Cost of Getting Product Launch

Wrong

9 All Startups Not Being Alike

10 Unrealistic Expectations

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Agenda for Session

Technology Life Cycle Adoption Curve

Product Development Model

Customer Development Model

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1

3

Types of Startup Markets4

Open Q&A5

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Technology Life Cycle Adoption CurveAn alternative approach for success with customers and markets

Source: http://www.henrik.no/presentations/thesis/scandinavian_airlines_1999/literature.html

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Agenda for Session

Technology Life Cycle Adoption Curve

Product Development Model

Customer Development Model

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1

3

Types of Startup Markets4

Open Q&A5

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Customer Development ModelA model based on learning from and discovering your company’s customer base

Customer Discovery

Customer Creation

Customer Validation

Company BuildingSTOP STOP STOP

• Find Customers• Clear your Product

Differentiation• Emphasize on

Customer Feedback

• Create a Sales Road Map

• Verify Market• Check Product’s

Perceived Value • Decide on Price

• Create End-User Demand

• Spend Heavily on Marketing

• Control Cash Burn Rate

• Build Mission Oriented Departments

• Keep Low Cash Burn Rate

• Scale Up Gradually

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Agenda for Session

Technology Life Cycle Adoption Curve

Product Development Model

Customer Development Model

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1

3

Types of Startup Markets4

Open Q&A5

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Types of Startup MarketsEach of these have different set of requirements to succeed

New Product in Existing Market

New Product in New Market

New Product Attempting to

Resegment Existing Market: Low Cost

New Product Attempting to

Resegment Existing Market: Niche

• Known User Base• Known Competitors • Better Product/Service to

be Tested

• Company: Tesla• Product: Electric Cars

• Unknown User Base• No Competitor Base at the

Onset • High Cash Burn Rate

• Company: Apple• Product: iPod

• Low Cost User Base• Known Competitors• Limited Product Features

• Company: Indigo Product: Airline

• User Base with Specific Needs

• Known Competitors • Product Performance Focus

• Company: Amy’s Kitchen• Product: Organic Food

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Agenda for Session

Technology Life Cycle Adoption Curve

Product Development Model

Customer Development Model

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1

3

Types of Startup Markets4

Open Q&A5

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Ask your queriesOpen Q & A

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