lean innovation - increase success rate of startups
TRANSCRIPT
Norbert Zeller
Buchs, 7. April 2016
Lean Innovation“Increase Success Rate of Startups”
Mit agilen MethodenZeit und Kosten
halbieren
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Keep in mind
Don’t sell the products you can build
Build the products you can sell
Life is too short to build things nobody wants
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Norbert Zeller, [email protected], +41 79 402 74 59
• EE FH, MoM MZSG• Management Teams in various functions• Partner at Trivadis AG• StartAngels member• Board member• Entrepreneur• Agile executive coach at pragmatic solutions
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Wer steht hinter pragmatic solutions?
• pragmatic solutions umfasst die beiden Geschäftsfelder Business Transformation und Business Innovation und unterstützt Unternehmen dabei, flexiblere Strukturen aufzubauen und Innovationen schneller umzusetzen. Seit der Gründung 2006 durch Mischa Ramseyer hat sich pragmatic solutions zu einem führenden Anbieter für sogenannte agile Dienstleistungen in der Schweiz entwickelt. Zu den Kunden gehören bisher u.a. international tätige Schweizer Banken, Versicherungen, ein Medienkonzern, High Tech Unternehmen sowie eines der grössten Transportunternehmen. In dem Glauben, dass agile Unternehmen mit begeisterten Mitarbeitenden und einer anpassungsfähigen Organisation am erfolgreichsten sind, steht pragmatic solutions für einen Wandel im Management.
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Goal: To improve the Success Rate
Source: Ash Maurya «Running Lean»
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• 66% of successful Startups significantly change original business idea
• “wrong” product and “premature” scaling
• 9/10 failing
10. März. 2015
Traditional versus Lean
Source: Ash Maurya: Running Lean
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Goal of Lean Innovation Framework
Finding a business model, which is
• profitable
• repeatable
• scalable
or let the Startup die and start a new one
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Lean Innovation Framework
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How?
ScaleProduct Market
fit
Problem Solution
fit
Qualitative Validation
Quantitative Validation
Is Business Model profitable, repeatable and scalable?
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By iterating Lean Canvas Ideas with Build-Measure-LearnFeedback Loop through 3 stages until we reach:
Problem/Solution Fit, Prod/M-Fit?
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See: http://practicetrumpstheory.com/2012/02/why-lean-canvas/
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Where is the risk?
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BML Feedback loop
Design experiment
Proposal, Pretotype,Landing page, MVP …Results
Analyse results:persevere, pivotor quit?
weeks
not
years
Assumption/Hypothesis
Run experiment
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Source: Eric Ries: The Lean Startup
Types of experiments
4) Early version with minimal feature set that can be “sold” to early adopters
1) Proposal: a document describing the solution
3) Fake demo of any kind
2) Smoke Test: Landing Page to test interest
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MVP Definition
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The minimum viable product is that product which has just those features and no more that allows you to ship a product that early adopters see and, at least some of whom resonate with, pay you money for, and start to give you feedback on. Eric Ries
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Toyota in car entertainment system
Prototyped with android tablet
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https://youtu.be/78ajiBtkuQs
MVP Examples: GoPro
The first GoPro cameras used 35mm film and were strapped to a person’s wrist and only captured pictures of the ride.
Notice: the mvp addressed the same problem and customer segment as the later digital product.
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Minimal Viable Product
An MVP is NOT a crappy version of the final product.
The challenge is to achieve “minimal” and “viable”.
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Learning is hard and often frustrating
LEARN: … or pivot
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Experiment Report
Why is it relevant?
Quantify your goalsset scope/timebox
Plan how to executeexperiment
Results = Data
Document the learning (validated,invalidated or inconclusive)
Test value and growth hypothesis first
Move to next experiment
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Summary:Lean Innovation Framework
ScaleProduct Market
fit
Problem Solution
fit
Customer Discovery
Customer Validation
Customer Creation
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Each hypothesis is validated via an experiment with BML feedback loop
Is problem worth solving, are people willing to pay and is business model profitable, repeatable and scalable?
Hypotheses of plan A, B, C, … to Z
10. März. 2015
Combine “What?” with “How?”
ScaleProduct Market
fit
Problem Solution
fit
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More information
• HBS article „Why lean start up changes everything“www.steveblank.com
• Steve Blank: “Startup Owners Manual”
• Eric Ries: ”Lean start up“
• Ash Maurya: ”Running Lean”
• Alexander Osterwalder: “Business Model Generation”
• Brant Cooper: “Entrepreneurs Guide to Customer Development”
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The end
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