Welcome to the Lab

christopher.kulins

Lecturer for Entrepreneurship and Innovation Management @ LUH

Research Focus: Business Model Innovation, Corporate Venture Capital,

Crowdfunding

Founder

Keynote I: StartupLessons Learned

pierre.munzel

09:00 – 10:00

WarmUp, Ideengenerierung &Ideenbewertung

christopher.kulins

10:00 – 11:00

#Organisation

http://de.slideshare.net/Kulins

Deutscher Vortrag / English Slides

09.00 – 10:00 Keynote: Pierre Munzel

10.00 – 11.00 WarmUP, Ideengenerierung und -bewertung

11.00 – 12.00 Business Model Design

12.00 – 13.30 Mittagspause & Networking

13.30 – 14.30 Keynote: Christian Brützel Dennis Bartels

14.30 – 15.30 Kundeninterviews

15.30 – 16.30 Prototyping

16.30 – 18.00 Expertenfeedback für deine Idee

Programm | 19.11

10.00 – 11.00 Startup Marketing

11.00 – 12.00 Von 0 auf Prototyp: Lean Startup im Praxiseinsatz

12.00 – 13.30 Mittagspause & Networking

13.30 – 14.30 Keynote: Marc Junker

14.30 – 15.30 Investor Pitch

15.30 – 16.30 Crowdfunding Insights by Startnext

16.30 – 17.00 Die Gründerlandschaft Hannover stellt sich vor

Programm | 20.11

Get the cubes out…..

…and introduce yourself

(1) Name

(2) How to remember you?

#What the hell is that?

Source: Blank (2013); https://c1.staticflickr.com/5/4113/5022041923_50390420e9_b.jpg

#What do you get out of this presentation?

I. You‘ll learn the different process steps of the customer-development methodology

II. You‘ll learn how to apply this high level concepts

66% of successful startups report having

drastically changed their plans along the way

Source: Mullins & Komisar (2009)

„Startups that succeed are those that manage to iterate enough times before

running out of resources“

Quelle: Ries (2011)

Step 1: Find an idea to start

#Victory Declarationdate

product/service you want to build

customers/people you want to serve

signature

#Victory Declarationdate

product/service you want to build

customers/people you want to serve

signature

19/11/2016

Delivery service for healthy dishes

Health conscious residents of downtown Hannover

Christopher Kulins

#Victory DeclarationI Promise …

Even if it means never building aAND

Even if it means never helping

I WILL

when I achieve

number things

& will feel

date

product/service you want to build

customers/people you want to serve

DECLARE VICTORY

emotional signature

1 million

secure

€ in the bank

19/11/2016

Delivery service for healthy dishes

Health conscious residents of downtown Hannover

Christopher Kulins

„Every problem is an opportunity for a creative solution“

Quelle: Tina Seelig (2009)

#Idea GenerationProblem

1 2 3What segments are you a member of?

What segments did you used to be a

member of?

What segments are you passionate about helping?

#Idea GenerationProblem

1 2 3What segments are you a member of?

What segments did you used to be a

member of?

What segments are you passionate about helping?- Phd Student

- Backpacker- Runner- Univ. Lecturer- Event

Organizer- Meditator- Co-Worker- Flatmate- Author- Self-Developer- (unsuccessful)

stock trader

- Foodist, Gourmets- Designers- Entrepreneurs- Consultants?!- Passive Income Travelers

- Startup Founder- Student- „Pumper“- Cooperat. Partnerin consulting projects

#Idea GenerationProblem

PhD Student

Access to academic articles

Comparatively low income

Pressure to Publish

Little support from supervisor

Access to data

4

Practice….

#Victory DeclarationI Promise …

Even if it means never building aAND

Even if it means never helping

I WILL

when I achieve

number things

& will feel

date

product/service you want to build

customers/people you want to serve

DECLARE VICTORY

emotional signature

1 million

secure

€ in the bank

31/10/2015

Delivery service for healthy dishes

Health conscious residents of downtown Hannover

Christopher Kulins

#Victory Declaration

number things

1 million € in the bank

I will declare victory when I achieve …

by helping5

solve their problempotential segment hypothesized problem

6

potential segment hypothesized problem7

potential segment hypothesized problem8

or

or

Phd Students

Strategy Consultant solve their problem

solve their problemStudents of Economics How to pass exams

How to do apply researchInto practice

How to access to academic articles

Step 2: Evaluate the Problem

Work on hard problems

Customers are going to judge your product in relation to the

alternatives

#Importance vs. Satisfaction

Low High

User Satisfaction with Current Alternatives

Low

High

Impo

rtan

ce o

f Use

r Nee

ds

Not Worth Going After

Opportunity Competitive Market

You need 1-2 clear differentiators

#Differentiator

Niedrig

Hoch

Sony, Microsoft Nintendo Wii

Eliminierung Reduzierung Steigerung Kreierung

How attractive is the market?

Do your team have the competencies to solve the

problem?

Do you have a scalable business model?

or

CLV > CAC

Pretty hard, huh?

#imporant mission#10x better

#small but growing market#passion

#competencies#sexy business model

#barriers to entry

…but you really don’t want to belong to the 85%

Business ModelDesign

christopher.kulins

11:00 – 12:00