think different: the toolkit for better startup ideas

JIMMY FLORESContent Strategy, Planning &

ExecutionYoutuber

Tetuan Valley Whip Master

THINKING DIFFERENTThe tool kit for better startup ideas.

THINK DIFFERENT

1. KNOW YOUR WHYTool To Think Different

THERE’S THIS PROBLEM__________________

MASLOW’SHIERARCHY OF NEEDS

+2

7 LEVELS OF HUMAN NEED

1Physiological• Breathing• Eating• Rest• Reproduction• Stability

2Security• Physical• Work• Resourc

es• Moral• Family

• Health• Property• Fear• Social

(group/ tribe)

7 LEVELS OF HUMAN NEED

3Relationships• Friendship• Affection• Sexual Intimacy

7 LEVELS OF HUMAN NEED

4Acknowledgement• Self-esteem• Confidence• Success• Respect from/towards

others

7 LEVELS OF HUMAN NEED

5Self Actualization• Morality• Creativity• Spontaneity• Without Prejudice• Acceptance• Problem Solving

7 LEVELS OF HUMAN NEED

6Effect Change• Change the world• Correct injustices• Work as a group

7 LEVELS OF HUMAN NEED

7Service• Self realization through

serving others

7 LEVELS OF HUMAN NEED

1 Physiological

2 Security

3 Relationships

4Acknowledgement

5Self Actualization

6Effect Change

7 Service

7 LEVELS OF HUMAN NEED

THERE’S THIS PROBLEM__________________

AND WE SOLVE IT DOING THIS

__________________

OBSESS WITHIDENTIFYING

IF THE PROBLEMREALLY EXISTS

THEN OBSESS INSOLVING

THE PROBLEM

2. LEAN IDEASTool To Think Different

LEAN=

IDENTIFY THE ACTIVITIESTHAT ADD VALUE AND

THOSE WHICH ARE WASTES OF TIME

IDEAS=

VISIONS OF CHANGE LOOKING FOR A

SUSTAINABLE AND SCALABLE WAYS TO

SURVIVE

1. Idea2. Hypothesi

s3. MVP4. Test5. Learn

IDEA

Inspiration that you canimprove and create something

superior to any present solution.

A supposition that validatesthe assumption posed in your idea.

HYPOTHESIS

MVP

The minimal solution thatprovides value to the customer and

allows you to receive value.

An experiment designed to breakand prove our hypothesis incorrect.

TEST

LEARN

Positive Results

Do more of that! Develop more ideas to

validate this result.

Negative Results

Great! Now you knowwhat not to do. Try

again.

Idea

Hypothesis

MVPTest

Learn

3. BUSINESS MODELTool To Think Different

The solution to a problemis not the product

it’s the entire business model.The business model is the product.

-Ash Maurya

IDEAS NEEDSUSTAINABLE& SCALABLE

BUSINESS MODELS

BUSINESS MODEL CANVAS

VALUE PROPOSITION

Why should people care?

• It’s not about your idea or product.• Solve a problem, fill a need.• This is the context that surrounds the

solution.

CUSTOMER SEGMENTS

Who are they and why will they buy?

• You exist for they pleasure and satisfaction.

• Customer personas, arquetypes & psychographics.

CHANNELS

How does your product get to the customers?

• Internet.• Physical channels.• Retail.• Trunk of a car.

CUSTOMER RELATIONSHIPS

How do you get, maintain and grow your customers?

• Customer acquisition funnel.• Acquisition, Activation, Retention,

Refferall, Revenue

REVENUE STREAMS

How do you make money?

• Revenue stream from each customer segment.

• The value the customer receives.• How you sell what you offer.

KEY RESOURCES

What are your most valuable resources?

• The indispensable resources the business model needs to funciton.

• Economic (investment/credit)• Physical (fabrication/machinery)• Intellectual (patents/people)• Human (designers/engineers)

KEY PARTNERSHIPS

Who are your partners and providers?

• On the shoulders of giants.• Key resources you can’t do in house.• Partnerships with non competitors

and coopetition.

KEY ACTIVITIES

What’s most important for the business?

• Things and actions needed for the business model to function.

• Production• Problem solving (consulting/engineering)• The bare minimum, start eliminating

activities until the business model breaks.

COST STRUCTURE

What are your expenses?

• Costs of sustaining this business model.• The most important expenses (vitals).• The most expensive resources and

activities.• Fixed and variable costs.• Economies of scale.

THIS IS THE PRODUCT

4. IDEAS FOR THEMTool To Think Different

IDEAS TO CAPTIVATEPEOPLE

IDEAS TO BREAK DOWNINDIFFERENCE

IDEAS FOR PEOPLE YOU WANT LIKE TO SPEND YOUR DAYS WITH?

BUILD STUFF FOR THEM

• Lifestyle

PSYCHOGRAPHICS

• Lifestyle• Personality

PSYCHOGRAPHICS

• Lifestyle• Personality• Interests

PSYCHOGRAPHICS

• Lifestyle• Personality• Interests• Values

PSYCHOGRAPHICS

• Lifestyle• Personality• Interests• Values• Attitude

PSYCHOGRAPHICS

MYERS-BRIGGS

• Inspector (ISTJ)• Protector (ISFJ)• Counselor (INFJ)• Mastermind

(INTJ)• Craftsman (ISTP)• Composer (ISFP)• Healer (INFP)• Architect (INTP)

MYERS -BRIGGS

• Dynamo (ESTP)• Performer (ESFP)• Champion (ENFP)• Visionary (ENTP)• Supervisor (ESTJ)• Provider (ESFJ)• Teacher (ENFJ)• Commander

(ENTJ)

http://www.truity.com/view/types

PERSONALITYDETERMINES

BEHAVIOR

5. NEW CATEGORIESTool To Think Different

PRODUCTCATEGORIES

DIVERGE

H2O

H2O

H2O

H2O

H2O

CREATIVECOMBINATION

CROSSINGCATEGORIES

Technology Fitness

YogaSak.com

Flea Market Crafts

YogaSak.com

Fashion Technology

Subscription Books

Security Cycling

doppelganger.jp

Footwear Ergonomic

Cooking Art & Tech

THINKWHY CAN’T ITBE THIS WAY?

DREAM OFCREATING AND OWNING

THE CATEGORY

HUSTLE TO BE THEFIRST BRAND INTHE CATEGORY

BE THE 1STTO SOMEONE

6. THINKING DIFFERENTTool To Think Different

CATEGORY

SCARCITY

EASE OF USE

SECURITY

EFFICIENCY

COMPACT

IMPERMEABLE

RETRO / MODERN

DESIGNED BY

FRESH

ORGANIC

SUSTAINABLE

TRACEABLE

NON ANIMAL TESTED

CUSTOMER SERVICE

DELIVERY SPEED

COMPANY DEMOGRAPHICS

SIMPLICITY

OPTIONS

EXPERIENCE

THINK DIFFERENT

THINK DIFFERENTSOLVE PROBLEMS

THINK DIFFERENTSOLVE PROBLEMS

FOR PEOPLE

6. READTool To Think Different

BIBLIOGRAPHY• The Lean Startup

– Eric Ries• Business Model Generation

– Alexander Osterwalder• Eating The Big Fish

– Adam Morgan• Permission Marketing

– Seth Godin• Experience Economy

– B. Joseph Pine II• Positioning

– Al Ries• The Cultire Code

– Clotaire Rapaille

• The Art of The Start– Guy Kawasaki

• Ogilvy On Advertising– David Ogilvy

• The Startup Owners Manual– Steve Blank

• Content Strategy For The Web– Kristina Halvorson

• The Art Of Community– Jono Bacon

• Pitch Anything– Oren Klaff

• The Origin Of Brands– Al Ries

JIMMY FLORESPrivate consulting services on

content strategy, planning &execution.

jimmy@jimmyflores.es