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9 out of 10 startups fail. 42 % of those polled cited lack of market need as the reason
Forbes, Jan 16th 2015
More than three in four millennials (78%) would choose to spend money on an experience or event over buying something desirable (Harris study)
Airbnb’s Story
2009
Team notices pattern
Paul Graham intervenes
They upgrade images
$400 per week one week later
$200 per week for 8 months
$200
$400
O F F I C E C A R D R I V I N G S T O P P I N G A G I TAT I O N D R I V I N G H O M E
Phases ( Transitions )
Moments ( Actions )• Leave
Office • Find
car
• Start car
• Map route
• Drive • Huge Jam
• Slowto Halt
• Stuck forand hour
• Honk,Shout
• Drive angry
• Park • Enter home
angry
Recipe Ingredients Prep Cook Plate Eat
Phases / Transitions
Moments / Actions
• Pick a book
• Find a recipe
• Keep book in kitchen
• Buy • Store • Stage
• Measure • Wash • Portion • Slice • Blend
• Read line • Follow • Watch • Repeat
• Present • Serve
Recipe Ingredients Prep Cook Plate Eat
Phases / Transitions
Moments / Actions
• Pick a book
• Find a recipe
• Keep book in kitchen
• Buy • Store • Stage
• Measure • Wash • Portion • Slice • Blend
• Read line • Follow • Watch • Repeat
What oz in gms?
Which step was I ?
What should it look like?
How long did it say ?
• Present • Serve
What should I make ?
“I’ve been riveted for these two days. Why didn’t we start the week with this ?”
- SHRUTI GUPTA, ENTREPRENEUR
Design Influence
Startup Momentum
Hockey Stick Effect
Strategic TacticalPre-Acceleration Acceleration
Experience
Systems
Forms
Experiments
Moment
Journey
Job-to-be-doneEx
perie
nce
Sign
atur
eSi
gnat
ure
Expe
rienc
e
Show Me Your Business
Prob
lem
Sys
tem
Solution System
Point of Entry
Why Can’t You ?
Metaphor
Organising
Supporting
Hypothesis
Experiment LibraryExperiment Learnings
Business Model
Introduction Channel
Consum
ption Channel