Lotsof

startup projects

Starting up a business

Predict

Invest

Build

Launch

Problem

3 out of 4

Alternative: Running Lean

Don’t relyon

predictions

Discover

A company = a business model

Build

Measure

Learn

Running Lean

Part 1

Start with the customer

Valueproposition

design

Value Proposition Canvas

Whatmattersto the

customer

What youhave to offer

Create essential gains

Alleviate extreme pains

Example – Watching TV

Whatmattersto the

customer

People watching TV

Set up TV Unwind Share an

experience

Find interesting

program

Escape

Indulge

Learn

Connect

Emotional Social Functional

Negotiate

(what to

watch)Schedule

viewing

Entertain

(children)

Sleep well

Leave worries

behind

Connect with

live sports,

festivals,…

Hassle free

entertainment

Form opinions

Stronger

relationships

Know what’s

going on

Free babysitter

On-demand or

DVD’s

expensive

Have to follow

a TV schedule

Interrupted by

commericals Free = illegal

Can’t get stuff

to work

properly

Poor choice

Wasting time

TV ‘occupies’

living room

What youhave to offer

Netflix Value Proposition

Netflix App

(PC, PS, Xbox,

Wii, Tablets,

Smartphones)

One monthly

price (about

10€ for 2

channels)

High quality

(complete) TV

series

Web-based

subscription

and payment

Video streaming

Movies

(no new

releases)

Visual program

guide

(categories,

wishlist,

continue,…)

Make wish listWatch full

series

Recommen-

dations

Catch up on

movies

Good quality on

TV screen

Multiple

channels

Control sub-

titles

On-demand or

DVD’s

expensive

Have to follow

a TV schedule

Interrupted by

commericalsFree = illegal

Can’t get stuff

to work

properly

Poor choice

Wasting time

TV ‘occupies’

living roomWatch when

you want

No commercials

Very large

collection of

content

One low

monthly price

100% legal

Simple app, no

technology to

install

Watch where

you want

(mobile

devices)

No fit

Fit?

Unwind

Escape

Indulge

Learn

Connect

Share

Negotiate

Entertain

Set up

Find

ScheduleOn-demand

or DVD’s

expensive

Follow

schedule

Commercials

Free =

illegal

Doesn’t

work

Poor choice

Wasting

time

TV

‘occupies’

living room

Sleep well

Leave

worries

behind

Connect

with live

eventsHassle free

entertainme

nt

Form

opinions

Stronger

relationships

Know

what’s going

on

Free

babysitter

Running Lean

Measure?

Talk to yourpotential

customers

Exercise

In pairs

Do an interview

Sketch basic VPC of your partner

Part 2

A company = a business model

Business modeling

Lean Business Model Canvas

Customer’s problems My company’s offer Marketing Slogan

Protection of mycompany

Customer segment

Monitor my progress

Channels to customer

Cost structure Revenue streams

Customer’s currentsolutions

Early adopters

Customer segment

Early adopters

Customer’s problems

Customer’s current solutions

Netflix offer

Marketing slogan

Channels to customer

Revenue streams

Cost structure

Protection

Monitor progress

Customer’s problems My company’s offer Marketing Slogan

Protection of mycompany

Customer segment

Monitor my progress

Channels to customer

Cost structure Revenue streams

Customer’s currentsolutions

Early adopters

Running Lean

Exercise

In pairs

Do an interview

Sketch basic LC of your partner

Summary

Starting up a business

3 out of 4

Alternative

2 tools

Value Porposition

Business model

3 out of 4?

Thank you!