improving competitiveness in croatian enterprises - minpo - zadar - croatia - april 18 2015
TRANSCRIPT
Improving Compe--veness at Croa-an Enterprises
Dr. Burton Lee PhD MBA European Entrepreneurship & Innova1on, Stanford Engineering
www.StanfordEuropreneurs.org | @Europreneurs
XIX NATIONAL COUNSELLING ON ECONOMY AND ENTREPRENEURSHIP Ministry of Entrepreneurship and CraKs (MINPO)
Zadar, Croa1a April 18 2015
Importance of Product Design
for Building Successful
Companies…
Direct and Large-‐Scale End-‐User
Engagement
Reducing Startup & New Product
Failures Thru
‘Premature Scaling’
Mentoring Croa-an Startups at Geek Business Camp, Brown Forum, Osijek, April 2015
‘Maker’ Movement
‘Makerfaire Balkans’ in CroaIa
‘MakerLabs’ Infrastructure
Across CroaIa
ABOUT THE SPEAKER
DR. BURTON LEE PHD MBA
STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES
WWW.STANFORDEUROPRENEURS.ORG
@EUROPRENEURS
h@p://www.europeanentrepreneursatstanford.com | h@p://me421.stanford.edu Apr 18 2015 Copyright 2015 Burton H. Lee and Innovarium Ventures | Silicon Valley 8
Map of Presen-ng Speaker Na-onali-es
European Entrepreneurship & Innova-on @ Stanford Engineering
(ME421)
Winter 2014 – Year Six
Enterprise Estonia Silicon Valley
Ghent, Flanders Region Belgium
iMinds ICT Research Ins-tute
February 10 @ Stanford Engineering Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR)
January 27 @ Stanford Engineering Vassil Terziev & Japec Jakopin
January 13 @ Stanford Engineering Uwe Horstmann & Signe Viimsalu
Topics Covered
Apr 18 2015
Equity Crowdfunding
European Entry Strategies for Valley Startups
East v West Europe
Copyright 2015 Burton H. Lee and Innovarium Ventures | Silicon Valley 13
The Story of European Entrepreneurship in Europe Europe vs Silicon Valley
Apr 18 2015
Entrepreneurship and Innova-on in Europe Today
Europe vs Silicon Valley
Europeans in Silicon Valley
Arts, Culture, Design, Language
& Tradi1ons
History & Poli1cs
Law & Policy
Ins1tu1ons & Personali1es
Copyright 2015 Burton H. Lee and Innovarium Ventures | Silicon Valley 14
Increasing New Product Success Rates
at Croatian Companies
‘Geek Business Camp’ Startup Teams OKen Missed These Key Ac-vi-es
• Develop too few product/service concepts – Have just 1-‐2 ideas
• Too few interac1ons with real users/customers – 2-‐3 discussions vs mee1ng/observing 00’s – Don’t make serious effort to go into market, understand customers and the market
– Develop li@le sense of market segments: high, middle, low • Build insufficient prototypes
– 1 or 2 vs 10 vs 500 • Test prototypes with too few real users • Start with the Wrong Ques1ons About User Needs
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Proven Approaches to Improving New Product Success Rates
• ‘Design Thinking’ – Asking the Right Ques1ons, Rethink Assump1ons – User ‘Needs Finding’ and Observa1on – Disrup1ve Innova1on & Product Designs
• ‘Lean Launchpad’ – Deep and Intense End-‐User Engagement, Tes1ng and Feedback
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The Essence of ‘Design Thinking’
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IDEO Shopping Cart Project
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How Would You Redesign The Shopping Cart for Modern Shoppers?
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‘SoK Prototyping’ Wood, Plas-c, Paper, Glue, Scissors, Tape
Observe Real Customers & Customer Behavior
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Direct Engagement with Real Users
27
Elements of ‘Design Thinking’ • Needs Finding
– Direct Observa1on of Users and User Behaviors – User Surveys and Ques1onnaires – Interviews – Shadowing – Understanding & Iden1fying Proper Context for New Products/Services
• Idea-on – Improvisa1on – Storytelling – Storyboarding – Use Case Analysis
• Prototyping – ‘Sod Prototyping’ of products/services with paper, cardboard, plas1c, wood
• Itera-on – Pivo1ng
• Ques-on-‐Asking – Asking the ‘Right Ques1on’ | Knowing ‘Wrong Ques1ons’
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What is Different About ‘Design Thinking’? • Avoids ‘Hard Engineering’ ac1vi1es, expenditures and commitments for as long as Possible
• Combines many ‘hard’ & ‘sod’ disciplines: – Sociology Design – Psychology Art & Drawing – Anthropology – Human Factors – HandiCrads & Making Things – Business – Engineering & Architecture
• Searches for disrup've and new crea1ve approaches to solving societal problems and marketplace gaps
• Focuses on finding and ‘asking the right ques1ons’ Apr 18 2015 Copyright 2015 Burton H. Lee and
Innovarium Ventures | Silicon Valley 29
Apr 18 2015 Copyright 2015 Burton H. Lee and Innovarium Ventures | Silicon Valley 30
‘Product Design’ Is *Not* the Same as ‘Engineering Design’
Deep End-‐User Engagement
• Intense, frequent and large-‐scale direct engagement with users – Using ‘sod prototypes’, storyboards, use case diagrams, or
– other methods of describing a new product concept, how the product works, and how a consumer/enterprise might use it in their business environment
• Users can ‘play’ with the product ‘sod prototype’ and suggest changes to features, provide feedback as to how they may/may not use it
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Elements of ‘Lean Launchpad’ • Avoid ‘Premature Scaling’ of your company/new product
line thru extensive pilo1ng/tes1ng with users first
• Consumer Pilots – Hundreds of users – ‘Meet with 4 customers a day’ – Silicon Valley VC – ‘Our student teams meet with 10-‐15 users a week’ -‐ Stanford
• Enterprise Pilots – Dozens of users
• Cri1cal to do before approaching investors • Developed by Steve Blank at Stanford Engineering School
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SoKware Products & Services
‘Design Thinking’ and ‘Lean Launchpad’ methods are highly applicable and used for soUware products and
services also
What is The Principal Objec-ve Here?
‘Design Thinking’ +
‘Lean Launchpad’ =>>
Product-‐Market Fit
Actual Product Design Process
36
Search for Product-‐Market Fit
Innova-on & Entrepreneurship Ecosystem Skills Gaps in Europe
• Product Design • Sales & Marke1ng • Product Management • Strategic Use of Enterprise Sodware
• Many European companies and universi1es show substan1al weakness in these areas
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Formal Recommenda-on to European Commission to Include ‘Design Thinking’ & Direct End-‐User Engagement in Horizon2020 Consor-um Performance Requirements
October 2014
Product Design Excellence & End-‐User Engagement Skills Are EssenIal to
Growing Successful Companies in CroaIa
Maker Movement || MakerFaire • ‘Makers’ are people who make things with their hands – Cradsmen, cradswomen – Clothes makers – Machinists, welders, builders, plumbers – Ar1sts and Designers – Sodware Engineers – Mechanical & Electrical Engineers
• A global movement out of Silicon Valley and other loca1ons
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MakerFaire Balkans | Croa-a ‘MakerLabs’ Across Croa-a
• Why not bring MakerFaire to Croa1a? • Opportunity to become the center of maker ac1vi1es and events
in the Balkans region
• Put ‘MakerLabs’ across Croa1a – Privately run companies, also in public organiza1ons – Where engineers, crads people, companies, students and professors can come to build and make things quickly and at low cost, using MakerLab facili1es, equipment and mentors
• Mee1ngs for upcoming Minister visit to Silicon Valley – O’Reilly Media (owns MakerFaire franchise) – TechShop, Redwood City (Silicon Valley’s leading private ‘MakerLab’)
Apr 18 2015 Copyright 2015 Burton H. Lee and Innovarium Ventures | Silicon Valley 42
Join Our Online Community
@europreneurs
Speaker Presentation Slides
www.slideshare.net/burtonlee1
Speaker Videos – YouTube Channel
‘StanfordEuropreneurs’ ‘European Innovation @Stanford’
www.StanfordEuropreneurs.org me421.stanford.edu
THANK YOU Dr. Burton Lee PhD MBA Stanford School of Engineering [email protected]
WWW.STANFORDEUROPRENEURS.ORG
@EUROPRENEURS
Working in Silicon Valley, Europe, La-n America and Washington DC
• Senior financial, technical and strategy advisory services for global technology innova1on organiza1ons • Professional Services
– Technology startup and growth companies • Interim CXO and Advisory Board roles • Expert guidance & decision-‐making at the interface between market/customers, technology and finance • Business development – industrial and government • Business plan prepara1on/research/review; Government Grant proposal prepara1on/review • Coaching and mentoring of CEOs and other CXO-‐level managers • Assistance with government regulatory and policy agencies
– Angel, venture capital and private equity Investors • Fund strategy, team selec1on and market posi1oning • Due diligence: technical, financial, strategy and business models
– Public and non-‐profit R&D laboratories • Technology transfer & partnerships; venturing and spin-‐out of companies; strategy and business development; grant applica1ons
– Research universi1es • Innova1on-‐related models, policies and prac1ces • Technology transfer and licensing; industry partnerships and rela1ons; development and strategy; grant applica1ons
– Na1onal and regional government agencies • Innova1on policy formula1on, analysis and review; cluster development strategy; economic impact studies • Science & technology policy formula1on, analysis & review: space, avia1on, nanotechnology, sodware/AI/robo1cs, manufacturing
• Selected recent clients – US/European technology startup companies – alterna1ve energy, robo1cs/AI, sodware, Internet, nanotech – Venture and private equity funds – aerospace, nanotechnology, ICT, compu1ng, advanced materials, clean tech – Office of the Prime Minister, Ireland; European Commission; Na1onal Science Founda1on; NASA, Na1onal Academies
• Dr. Burton Lee PhD MBA, Managing Director – Contact: [email protected] Based in Palo Alto, CA near Stanford University – Bio/References: LinkedIn Profile – Lecturer, European Entrepreneurship & Innova1on, Stanford School of Engineering