lean startup in chinese
TRANSCRIPT
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Tuesday, July 10, 12
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Ray Wu 吳竺叡Lean Startup Machine 精益創業器Twitter: @raymond_wu
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创业家面临的问题
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为什么创业失败率这么高?
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Big Idea #1
大多数的创业失败,不是因为不会设计产品
而是因为,没人要你的产品
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那如何成功呢?
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Big Idea #2
“The vast majority of [successful] startups
abandoned their initial plans
and learned what would and would not work in the market.”
-Clayton Christensen, The Innovator’s Dilemma哈佛大学教授克里斯藤森
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失败是成功之母
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Lean Startup 精益创业
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Lean Startup 精益创业
创造价值,减少浪费
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Lean Startup 精益创业
创造价值,减少浪费
时间是金钱,浪费时间是风险
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Lean Startup 精益创业
减少风险
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Lean Startup 精益创业
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Eric Ries
• Lean Startup (精益创业)• IMVU Co-Founder & CTO• Venture Advisor at Kleiner
Perkins Caufield & Byers• StartupLessonsLearned.com
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Lean Startup (精益创业)
• 来自Toyota精益制造• 将创业科学化
• 价值定位 & 实验(MVP)• 客户 & 早期接纳者
• 目的:快速失败,循证学习
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将创业科学化
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将创业科学化
1. 建立价值定位2. 核心假设3. 设计实验4. 执行&计量5. 学习&研讨
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
Text学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
Text学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
Tuesday, July 10, 12
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将创业科学化
• 客户假定• 问题假定• 方案假定
“每⼀一种[假定]背后都有⼀一系列前提,这些前提⼀一⼀一成立使得这些[假定]最终成立”
— 熊子川,ThoughtWorks中国首席设计师
建立价值定位
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
Text学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
Tuesday, July 10, 12
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将创业科学化
价值定位
许多核心假设
风险最高的假设
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风险最高的假设
可行性
已知 未知
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将创业科学化以风险最高的假设,设计实验(MVP):
‘打造-衡量-学习’
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
Text学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
Tuesday, July 10, 12
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MVP是什麽?
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Definition花费的最少的投入, 完成⼀一个‘打造-衡量-学习’的反馈回路
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Definition花费的最少的投入, 完成⼀一个‘打造-衡量-学习’的反馈回路
MVP= 假定+实验
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MVP= 假定+实验MVP = 最小可行产品
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MVP Explained
1. MVP = 实验2.测试风险最高的假设3.获取客户的否定或认可4.证实偏误 & 观察者期望效应5. FAKE IT
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MVP:三类
1. 问题探索2. 产品推介3. 产品试配
机会成本提高
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
Text学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
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走出办公楼“Get Out of the Building”
— Steve Blank, Stanford University & Four Steps to Epiphany
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客户假定 & 早期接纳者
否定我[实验]的假设
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早期接纳者
[早期接纳者]有以下特征:
1. 顾客确认问题存在。2. 顾客不会接受诸如“这就是生活”或者“它 超出了我的控制”的理由。
3. 顾客已经投入资源(时间、金钱、学 习)去试图解决这个问题。4. 顾客已经改变行为去试图解决这个问 题。
5. 顾客没有受到阻止他们去解决这个 问题的任何限制。
— Cindy Alvarez, Yammer Product Manager, UX
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早期接纳者
LOI, 时间,注意力,金钱,电邮地址Tuesday, July 10, 12
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3-POINT INTERVIEW
1. 你是否有过【插入问题】?2. 告诉我你上⼀一次有【插入问题】的情况或故事。3. 对你来说,解决那个情况的最佳方案是什么?
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
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Question Your Assumptions
人的大脑很容易作出臆测
以科学家的想法思考
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
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建立价值定位
学习&研讨
Pivot
被否证
Pivot
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建立价值定位
学习&研讨
Pivot
被否证是受愿景 驱动,而不是受测试驱动的
Pivot
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建立价值定位
学习&研讨
Pivot
被否证Less is More
Pivot
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将创业科学化
建立价值定位
核心假设
设计实验
执行&计量
学习&研讨Persevere
Pivot
PerserverePerservere
被证实
被否证
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核心假设
学习&研讨Persevere被证实
Persevere
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核心假设
学习&研讨Persevere被证实
Persevere
找价值定位中,下⼀一个最大风险的假设
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http://leanstartupmachine.com/
http://startuplessonslearned.com/
http://theleanstartup.com/
http://steveblank.com/
http://www.ashmaurya.com/
http://www.tuzei8.com/
Resources
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