roadmapping > business modeling
TRANSCRIPT
Starting up
Roadmapping Business Modeling
June, 2014
About Me
1st start-up
Chaos Dimention3D data visualization
Achievements1. Paid PoC with Fonterra*2. Provisional patent3. Joined incubator
* 3rd largest dairy manufacturer in the world
Founder, Chief Product Officer
2nd start-up
5skillsAnonymous and passive job seeking
Achievements1. 1st place at start-up
competition2. Accelerator
Founder, Chief Product Officer
Working with start-ups
Responsibilities1. Product roadmap2. User behavior analysis3. Creating MRDs & PRDs
ClickDimensionsB2B marketing automation
Product Manager
Previously
Responsibilities1. Product roadmap2. User behavior analysis3. Creating MRDs & PRDs
PowtoonAwesome animated presentations
Product Manager
6 steps from startup to business
1. The raw idea2. Distilling idea -> finding the niche3. Growth engine4. Early adopters5. First sale6. Scaling
6 steps from startup to business
1. The raw idea2. Distilling idea -> finding the niche3. Growth engine4. Early adopters5. First sale6. Scaling
Some basic marketing
The 4 P’s
Maslow’s hierarchy of needs
Perceived value
Competitive forces
Niche-finding: Goals
1. Find the Unique Selling Proposition2. The quickest way to find a market entry point3. Razor-sharp market niche4. Crystal clear message5. First feature -> solution for basic need6. Identify valid business model
Niche-finding: Goals
1. Find the Unique Selling Proposition2. The quickest way to find a market entry point3. Razor-sharp market niche4. Crystal clear message5. First feature -> solution for basic need6. Identify valid business model
The market
Finding the niche
Adoption process
Introducing
Continuous and rapid validation
Lean start-up
0 waste Iterate
Lean start-up
A lean iteration
1. Research -> initial feedback2. Re-purpose tools -> quick validation3. Rapid prototyping -> validation via faking4. Product v1 -> beta5. Go to step 1
Niche finding + Lean start-up =
Roadmapping
A Roadmapping iteration
1. User segments2. Barriers to entry3. User needs4. Usage patterns5. Features6. Perceived value7. Competition
Iterate
Roadmapping Template
The ‘when to stop’ checklist
> 15 early adoptersPhysically reachable usersLow barrier to entrySimple business modelSelf propelling engine
A business model
“the totality of how a company selects its customers, defines and differentiates it
offerings, defines the tasks it will perform itself and those it will outsource, configures its
resources, goes to market, creates utility for customers and captures profits”.
Adrian J. Slywotzky
History
Pipes Platform
Business model types
• Subscription• Loyalty, community• Freemium• Privacy (Prezi)• Watermark• Advertising
• Utility on-demand, based on usage
• Premium• Open-source• Network effect• Auction / Merchant
Business model type - examples
• Facebook : Network effect / community
• LinkedIn : Network effect, Freemium, Utility
• Powtoon : Freemium, Utility
Frameworks
1. Business reference model2. Component business model3. Business model canvas
Frameworks
1. Business reference model2. Component business model3. Business model canvas
Business model canvas template
Business model canvas template
Who?How? What?
How much?
WHO ?
MassNiche
SegmentedDiversifiedMulti-sided platforms
Personal assistanceDedicated personal
assistanceSelf-service
Automated serviceCommunitiesCo-creation
Sales forceWeb sales
Own storesPartner stores
Wholesaler
Segments Relationship Channels
WHAT ?
NewnessPerformance
Customization“Getting the job done”
DesignBrand / status
Price
Value proposition
HOW ?
Economies of scaleReduction of risk
Acquisition of specific resources
ProductionProblem solving
Platform / network
PhysicalIntellectual
HumanFinancial
Partners Activities Resources
HOW MUCH ?
Cost-drivenValue-drivenFixed-costs
Variable costsEconomies of scaleEconomies of scope
Asset saleUsage fee
Subscription feeLending / renting / leasing
LicensingBrokerageAdvertising
Cost structure Revenue streams
Roadmapping Business modeling
Roadmapping BMC1. Customer segment2. Relationship3. Channels / distribution4. Value proposition5. Partners6. Activities7. Resources8. Cost structure9. Revenue
1. User segments2. Barriers to entry3. User needs4. Usage patterns5. Features6. Perceived value7. Competition
Roadmapping BMC1. Customer segment2. Relationship3. Channels / distribution4. Value proposition5. Partners6. Activities7. Resources8. Cost structure9. Revenue
1. User segments2. Barriers to entry3. User needs4. Usage patterns5. Features6. Perceived value7. Competition
Product + Market The business + $$
Translating needs to revenue
Basic need + Used daily = Paid feature
Example – iPod / iTunes
Build your own BMC
http://bmfiddle.com/
Example - Powtoon
Basic need + Used daily = Paid feature
