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Fakultät für Informatik
Technische Universität München
Using the Lean Startup Method for an
Internet Broker in the Recycling Industry Master Thesis
1 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry © sebis
Editor: Stefan Weymann
Supervisor: Prof. Dr. Florian Matthes
Chair: Prof. Dr. Isabell M. Welpe
Motivation
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 2
Development of Google Search for the term Lean Startup
Source: Google Trends
A new method of how to start a business is coming…
Research Question
What is the Lean Startup method and how does it contribute/hinder a new
venture?
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 3
How does the lean startup method contribute to :
Positive effects No effect Negative effects
Agenda
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 4
1. Lean Startup Method
2. Participant Observation
3. Case Study
4. Findings
5. Outlook
A Startup is a human institution designed to create a new product or service
under conditions of extreme uncertainty. (by Eric Ries 2011)
Lean Startup Method
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 5
The minimal viable product (MVP) is that version of a new product which allows a
team to collect the maximum amount of validated learning about customers with the
least effort. (Ries, 2011)
Lean Startup Method
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 6
Build
Measure Learn
Build-Measure-Learn loop by Eric Ries
2011
Build-Measure-Learn Loop
Lean Startup Method
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 7
Hypothesis-Driven-Entrepreneurship (by
Eisenmann, Ries and Dillard 2013)
Participant observation is a research method used for studying groups, programs,
or organizations, formal and informal, ranging in size from several participants to
large-scale organizations. (Kurz, 1984)
Stages of doing participant observation
1. Preparation
2. Choosing the observer role
3. Entering the setting
4. Doing the research
Taking notes
Interviews
Analyse data
Participant observation
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 8
Case Introduction
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 9
Schrott-Deal UG (haftungsbeschränkt)
Date of foundation: 2013-06-06
Purpose:
1. Investigate the use of the lean startup concept
2. Test the business idea
3. Start a new business
Hesham Ghandour Savas Hobelsberger Stefan Weymann
About Student Computer
Science
Manager at a
recycling retailer
Student TUM-BWL
Responsibilities CTO COO CEO
Case - Team
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 10
Case Lean Startup Approach
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 11
Hypothesis-Driven-Entrepreneurship (by
Eisenmann, Ries and Dillard 2013)
Case – Set vision
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 12
Consumer
Recycling retailer
Recycling wholesaler
Metal factory
Producer
Where we come in
Producer Wholesaler/Retailer Consumer
Recycling industry Retail industry
Broker/ Affiliates
Case - MVP
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 13
Do people use the service?
Iteration 1
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 14
• Two orders within the first
week
• Around 100 orders at end of
November
Iteration 2
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 15
Where to ask for the phone number in the purchase funnel?
0
5
10
15
20
25
30
7.4
.13
7.6
.13
7.8
.13
7.1
0.1
3
7.1
2.1
3
7.1
4.1
3
7.1
6.1
3
7.1
8.1
3
7.2
0.1
3
7.2
2.1
3
7.2
4.1
3
7.2
6.1
3
7.2
8.1
3
7.3
0.1
3
8.1
.13
Next Button/Orders
next button
order
Ask for the phone
number in step one
I3: Which products are requested from customers?
I4: Which prices are accepted by the customers?
I5: Which website design brings better conversions?
I6: How should the order handling tool looks like?
I7: How can marketing expenses be reduced?
I8: Can the business model be scaled to other cities?
Iterations 3 to 8
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 16
Findings
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 17
How does the lean startup method contribute to :
Positive effect Neutral Negative effect
- Answers questions
which are difficult to
find out
- Brings new insights
early
- Fast evaluation of the
business idea
- Legal questions - Most VCs still want to
have a business plan
- Some founding
programs require to
apply before starting
Start:
15.06.3013
Inaugural presentation: 22.07.2013
Final presentation: 02.12.2013
End:16.12.2013
Outlook
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 18
Questions
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 19
Stefan Weymann
www.schrott-deal.de
Sources
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 20
Ries, E. (2011). The Lean Startup. New York: Crown Editors.
Eisenmann, T., Ries, E., & Dillard, S. (2013). Hypothesis-Driven
Entrepreneurship : The Lean Startup. Harvard Business Review, 1–26.
Kurz, D. E. (1984). THE USE OF PARTICIPANT OBSERVATION IN
EVALUATION RESEARCH, 6, 93–102.
Backup
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 21
SEA / Google AdWords
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 22
• Connect with Google Analytics
• Keyword Planner
• Local campaign
• Day limit
• Max CPC Vs. CPC
• Call us: 0800- 589- 4011
Product development
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 23
7.4.13 7.11.13 7.18.13 7.25.13 8.1.13 8.8.13 8.15.13 8.22.13 8.29.13 9.5.13 9.12.13 9.19.13 9.26.13 10.3.13 10.10.1310.17.1310.24.13
Besu
ch
er
Eindeutige Besucher
1 2 3 4 5 6 Phase
Phase 1
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 24
Learnings:
• User visit the site and customer use the service
• Customer interact via telephone and not as estimated over the web formula
• Internal processes do not work so far
7.4.13 7.5.13 7.6.13 7.7.13 7.8.13 7.9.13 7.10.13 7.11.13
Eu
ro
Besucher
Besucher
Eindeutige Besucher
Adword-Klicks
Phase 2
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 25
Eu
ro
Verhältnis Werbekosten zu Umsatz
Kosten kummuliert
Umsatz kummuliert
Learnings:
• Traffic from SEA is expensive need for SEO
• Weekends do not generate any queries stop SEA on the weekends
SEO
On page vs. Off page Optimization
Google Webmaster Tools
Crawling errors
Search requests
Links to your website
SEO / Google Webmaster Tools
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 26
Phase 3
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 27
Implementation of the new CRM Tool
Phase 3
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 28
7.4
.13
7.5
.13
7.6
.13
7.7
.13
7.8
.13
7.9
.13
7.1
0.1
3
7.1
1.1
3
7.1
2.1
3
7.1
3.1
3
7.1
4.1
3
7.1
5.1
3
7.1
6.1
3
7.1
7.1
3
7.1
8.1
3
7.1
9.1
3
7.2
0.1
3
7.2
1.1
3
7.2
2.1
3
7.2
3.1
3
7.2
4.1
3
7.2
5.1
3
7.2
6.1
3
7.2
7.1
3
7.2
8.1
3
7.2
9.1
3
7.3
0.1
3
7.3
1.1
3
8.1
.13
Au
fträ
ge
Weiter-Klicks / Aufträge
Weiter-Klicks
Aufträge
Learnings:
• CRM tool needs to be improved
• Customer often leave the form in step 2
• Photo upload function is not used
Phase 4
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 29
Implementation Phase
Phase 5
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 30
Eu
ro
SEA
Kosten
Umsatz
SEO
Impression
Klicks
Learnings:
• SEA didn’t run good
• SEO met first goals
How does SEA really works at Google AdWords?
Phase 5
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 31
Phase 6
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 32
10
.1.1
3
10
.2.1
3
10
.3.1
3
10
.4.1
3
10
.5.1
3
10
.6.1
3
10
.7.1
3
10
.8.1
3
10
.9.1
3
10
.10
.13
10
.11
.13
10
.12
.13
10
.13
.13
10
.14
.13
10
.15
.13
10
.16
.13
10
.17
.13
10
.18
.13
10
.19
.13
10
.20
.13
10
.21
.13
10
.22
.13
10
.23
.13
10
.24
.13
10
.25
.13
Eu
ro
Umsatz/Kosten
Kosten
Umsatz
SEA Problem is solved
Outlook
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 33
E-Commerce
© sebis 2013-12-02 – Stefan Weymann – Using the lean startup method for an internet broker in
the recycling industry 34
E-Commerce is the exchange of goods and services with the help of computer and
the internet (by Kumar 2009)
Impression
Clicks
Visits
Conversion