lean startupkorea business model canvas 201

린스타트업 코리아 세미나

비즈니스 모델 캔버스 알아보기

FT Accelerator/ Boom Media / Seoul Space

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup is …

Lean Startup은고객 개발 방법론과 애자일 개발 방법론을 기반으로 한다.

고객 개발 방법론을 통해 제품/서비스 가설을 검증하고, 애자일 개발방법론을 통해 필요한 핵심 기능과 빠른 고객 대응을 제공한다.

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup’s goal is …

Startup

Big Company

Low Money, Many Iterator

Many Money, One Shot One Kill!

Extreme uncertainty … Zombie!

No waste time & money

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

How to Lean Startup?

Ideas

CodeData

BuildLearn

Measure

Lean Startup은만들고, 측정하고, 배우는 순환 고리를 가진다.

순환고리를 거치면서 낭비를 줄이고 가설을 검증으로바꾸어 비즈니스 성공 가능성을 높인다.

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup’s MVP

Ideas

CodeData

BuildLearn

Measure

Validation Product

Lean Startup’s MVP는만들고, 측정하고, 배우는 순환 고리를 통한 최소 기능 제품이다.

MVP로 고객에게 전달할 핵심 가치에 기반한 제품을 만들어 판매한다.

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

How to MVP ?

완성도 낮은 MVP(Low-fidelity MVP)는 최소한의 기능으로 실제

제품의 형태만을 모방하여, 고객의 문제에 대한 유효성을 검증하고 피드백을모으는데 주로 사용된다.

완성도 높은 MVP(High-fidelity MVP)는 실제 제품에 가깝게 구

현된 MVP로, 실제품에 가까운 형태로 고객의 솔루션에 대한 유효성을 검증하고 피드백을 모으는데 주로 사용된다.

Low-fidelity MVP

High-fidelity MVP

문제 유효성 검증

제품 유효성 검증

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup Running …

Ideas

CodeData

BuildLearn

Measure

Ideas

CodeData

BuildLearn

Measure

Validation Business

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup’s Search Stage

Search Business Model

Lean Startup’s Search Stage는고객을 발굴하고 고객이 실제 구매 고객으로 반영되는지 검증한다.만약 구매가 이루어지지 않거나 전환율 및 활성화율을 달성하지 못하면전환(pivot)을 수행한다.

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup’s Execute Stage

Scale Business Model

Lean Startup’s Execute Stage는검증된 비즈니스 모델을 기반으로 반복과 확장이 가능한지 검토한다.반복과 확장이 가능하지 않다면 다시 Search Stage로 회귀한다.

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup’s Business Score Card

Business Model Canvas

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup’s Success Story

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Lean Startup’s Books

The Startup Owner’s ManualBy Steve Blank

The Bible of Lean Startups. Very Useful Story and Sign.

The Lean StartupBy Eric Ries

Great high level overview of all the principles of a Lean Startup.

린스타트업 코리아 번역 중, 에이콘 11월 출간 예정

Running LeanBy Ash Maurya

A practical guide to build a great lean startup from the creator of the lean canvas.

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Osterwalder’s book Business Model Generation (Wiley, 2010)

Business Model Canvas Business blueprint

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

9 Building Blocks

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

1. Value Proposition Solves For Customer needs & problems

Value Proposition specifics areas:• Product Vision• Product Features & Benefits• Minimum Viable Product (MVP)

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

2. Customer Segment Who & Why to buy?

Customer Segment include 5 components:• Customer problems, needs or passions• Customer types• Customer archetypes• A day in the life of customer• Organizational map and customer influence map

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

3. Channels Consider Channels and market types

Channel describes:• Consider “Fits” the Channel • Physical channel choice• Web/Mobile channel choice

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

4. Customer Relationship Customer Activation and Referrals

Customer relationship’s strategies:• Get• Keep• Grow

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

5. Key Resources Resources management

Key resources categories:• Physical• Financial• Human• Intellectual property

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

6. Partners Value exchanges

Partner areas:• Strategic alliances• Cooperation between competitors• Joint new business• Key supplier relationships

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

7. Key Activities How you’ll find & secure

Most important actions:• Production• Problem solving• Supply chain management• Go on?

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Financial sense 4 questions:1. How many of these things will we sell?2. What’s the revenue model?3. How much will we charge? 4. Does this add up to a business that’s worth doing?

8. Revenues Stream Financial sense

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Cost Consider:• Price• Fixed and variable costs• Lifetime value

9. Cost Structure Cost and Customer lifetime

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

BMC Lessons Learned

Infrastructure CustomersValues(Offer)

Finance Sense

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

BMC Perspective

Infrastructure(Budget, R&D …)

Customer Development

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

BMC Perspective

Business Model reviewCost effectively and Waste

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Cost reduce:• Financial• Strategic• Personal

Value gain:• Better• Faster• Cheaper

BMC Perspective

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Example Nintendo’s wii Motion Game, Cost grow

Motion control game

Fun and group factor

Retail channel

Better console game

Royalty from dev.

Console production price

Tech-Development price

Motion control tech

General & Group

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Example Swatch Low cost, Lifestyle watch

Tend, low cost, fashion add to watch Retail

channel

Event

Guerrilla marketing

Mass & Trend Market

Sell swatch

Eliminate component

Brans, Design,Position

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Business Model Canvas, Download

http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf

About Lean Startup Korea

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

김일영 il young Kim

박찬 Chan Park

최원식 Wonshik Choi

Procter&Gamble, Adidas, Allianz life, 매일유업(CMO) 마케팅바이블 브랜드자산경영 오감브랜딩

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

• WebSite: http://www.leanstartupkorea.com

• Facebook: https://www.facebook.com/groups/leanstartupkorea/

• Email: help@startuptree.net

린스타트업코리아는 에릭 리스, 애쉬 마우어, 알렉산더 오스터왈드, 데이브 맥클루어, 브랜드 쿠퍼 와 더불어 린스타트업의 구루Guru인스티브 블랭크 와 밥 돌프 교수의 이론을 근거로 활동하고 있습니다.

<History>- 2012년 5월 27일 LeanStartupKorea.com WebSite Alpha- 2012년 6월 30일 Prelude to Lean Seminar, Seoul Design Center- 2012년 11월 1일 Facebook Group Open- 2013년 5월 21일 LeanStartupKorea.com WebSite Alpha 2 (site move)- 2013년 5월 23일 Lean Startup Intro 101- 2013년 6월 29일 LeanStartup Facebook Group 1,000 over- 2013년 7월 9일 S-Core(Samsung) Seminar, Lean Startup 101 & 103 - 2013년 8월 5일 LeanStartup Facebook Group 1,300 over- 2013년 8월 14일 LeanStartup Seminar & Opening

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

“린스타트업 코리아는 린스타트업을 한국에 알리고 공유하며,

창업의 올바른 비즈니스 모델로 자리매김하여

성공적인 창업과 운영에 기여한다.”

<주요 사업>

• 린스타트업 세미나 및 워크샵

• 린스타트업 커뮤니티 활동

• 린스타트업 컨설팅

© 2013 LeanStartupKorea.com All Rights Reserved.

LEAN STARTUP KOREA

Reference

1. Lean Startups, Eric Reis2. Lean Thinking, James P. Womack3. The Startup Owners Manual, Steven Blank4. Lean Entrepreneur, Brant Cooper 5. Business Model Generation, Alexander Osterwalder6. Harvard Business Review Entrepreneurship, Zanas Block7. Harvard Business Review Entrepreneurship, Ian C. Macmillan8. Harvard Business Review Entrepreneurship, Michael Nevens9. Harvard Business Review Entrepreneurship, Gregory L. Summe10.Harvard Business Review Entrepreneurship, Bro Uttal