introducing the lean canvas - aal2business...business model definition ... alex osterwalder...
TRANSCRIPT
INTRODUCING THE LEAN CANVAS
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A simple (painful) truth
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A simple question:
How do we find «paying» cutomers?
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The main reason behind a failure:
Not enough «customers»
Solving Problems = Building Client Base
Every customer has a problem, every problem has a solution
Not every solution has a problemNot every problem has a customer
The correct answer:
Business Models
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Business Model Definition
The plan implemented by a company to generate revenue and make a profit from
operationsInvestopedia
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What to think while working on your Business Model
• Your ultimate goal• Global market• Local market• 6-12-18 months plan
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BUSINESS MODEL
What is your solution? Who are your clients?
Why should they buy your product?
Which is the cost of your product?
How do you reach these customers?
How much you spend to get customers?
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The correct answer:
The Business Model Canvas
Alex Osterwalder – Business Model Generation
Asking questions and giving answers about your business in one page
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What it is better for setting the route to market for innovative results?
Lean canvas by Ash Maurya is closer to R&D projects
Based on▪ Problems (3 top
problems) and▪ Customers
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Building the plan
4 Key questions to start:
What is “his” problem
Who is “he”
How does he solve the problem now
Is our product more efficient in solving this issue?
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Solving Problems = Building Client Base
Every customer has a problem, every problem has a solution
Not every solution has a problemNot every problem has a customer
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Problem Solution
Key Metrics
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Cost Structure Revenue Structure
Top 3 problems Top 3 features
Activities driving retention /revenue
Single, clear, compelling message stating why you’re different and worth buying
Can’t be easily copied or bought
Path to customers
Target customers
Revenue model, lifetime valueRevenue, gross margin
CAC, distribution costHosting, people, ...
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3
4 9
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5Current solutionsEarly Adopters
Let´s work on the Lean Canvas!
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Early adopters
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Early adopters - Who Are Your First Clients?
New ventures fail before reaching out the early
majority
Early adopters are the ones to address
Understand them
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Who are my “early adopters”?
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It is a long journey in the market.Keep your eyes open and try to find your customers.
There is a way to work with the canvas
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• Who is my early adopter?
• What is his problem?
• How does he solve his problem now?
• Is our product more efficient in solving the issue?
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Problem Solution
Key Metrics
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Cost Structure Revenue Structure
Top 3 problemsTarget
Customers
Early adoptersToday’s
alternatives
First Move
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“Customer Discovery is about exploring what you don’t know you don’t know”
(A. Maurya)
Second Move
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Problem Solution
Key Metrics
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Cost Structure Revenue Structure
Top 3 problemsTarget
Customers
Early adoptersToday’s
alternatives
Single, clear, compelling
message stating why you’re
different and worth buying
Unique Value Proposition
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UVP
Competitor value Your value
Client needsPoint of Parity
Point of Irrelevance
Point of Difference
Do not imitate/mirrorcompetitors.
Keep in mind customers, not competitors
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Unique value proposition
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UVPWhat do you do?
Why are you better (different)?
Customer experience?
Understandable in less than 8 seconds
>= 10 x
X = best product in the market
faster &-or better &-or cheaper
UVP
Facts and data:
✓ We will fix your iPhone fast
✓ We will fix your iPhone, in less than 1 hour
✓ We will fix your iPhone in less than 1 hour, wherever you are
Any decision needs to be based on facts, data, not on your opinions.
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Best mover
Google still the best after 20 years
UVP
Being the best is not technology but in most of the case is how you
build “distribution”
What wins is the whole package, not just technology.
Do not confuse UVP with the solution.
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Example: a web resume generator
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Product: professionallydesigned templates
Benefit: Bullet proofed (eye-catching) resume
UVP: landing your dream job
4 critical success factors + 1
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SkillsDesignDistributionCustomer Care
How much you pray your gods ☺
UVP
Third move
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Problem Solution
Key Metrics
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Cost Structure Revenue Structure
For each problem, find a solution compelling to your UVP
Single, clear, compelling
message stating why you’re
different and worth buying
Top 3 features
Fourth Move
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Problem Solution
Key Metrics
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Cost Structure Revenue Structure
Top 3 features
Activities drivingretention
Path to customers
Step by step
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Filling the canvas step by step…. #1
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Filling the canvas step by step…. #2
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Filling the canvas step by step…. #3
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Filling the canvas step by step…. #4
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Filling the canvas step by step…. #5
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Filling the canvas step by step…. #6
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Filling the canvas step by step…. #7
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Let’s exercise!
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