startup weekend introduction

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  1. 1. Customer Development in 54 HoursAll Action, Out of the Building
  2. 2. This Talk is Based OnThe Four Steps to the Epiphany
  3. 3. This Talk is Based OnThe Startup Owners Manual The Reference Manual for Entrepreneurs
  4. 4. Customer Development in 54 Hours Three Tools For Startups
  5. 5. All I Need to Do is Execute the Plan
  6. 6. No Business Plan SurvivesFirst Contact With Customers
  7. 7. Whats the Weekend Idea? BusinessModelTest ProblemTest SolutionHypothesesMVPDoes Anyone Care? Do they Like It? Customers How will youGet/Keep/ Grow Them?
  8. 8. Startup Tool #1:Agile Development
  9. 9. Agile Development is HowWe Build Startups
  10. 10. Startup Tool #2:The Business Model
  11. 11. The Business Model:Any company can be described in 9 building blocks
  12. 12. sketch out yourbusiness model
  13. 13. Business Model Canvas Any Business KEYKEYVALUECUSTOMERCUSTOMERPARTNERS ACTIVITIES PROPOSITION RELATIONSHIPS SEGMENTSKEY CHANNELS RESOURCESCOST STRUCTURE REVENUE STREAMS 16
  14. 14. Technical AssistanceNuclear Medicine and SOPs for precursors (Image Atlas)Radiologyand drugs RadiopharmaciesAccessibility (RCY)FDA regulatory supportdepartmentsRecruit clinical sites In vivo animal studies Purity Equipment producers Develop regulatory Speed plan for pre IND PET/SPECTPrescribing physicianscGMP manufacturersMultiplatformTechnical assistanceRadiopharmaciesmeeting ID cGMP CROSensitivity (nca)Radiologist who Fund-raising Specific compounds perform studiesGeneral PharmaceuticalIP methodology forDirect sales of precursor development PoP dataadding fluorine toDrug developers companieslead compounds of Sales of packagedIPinterestprecursor in cassettesPoP dataRadiologistsRegulatory planCassette manufacturersUnderstanding ofthe regulatoryprocessSales of intermediates Contract cGMP precursor manufacture Salary, RentsTechnology license Clinical trialsProduct license (royalty)
  15. 15. ValueCustomerPropositionSegments Technical AssistanceNuclear Medicine and SOPs for precursors (Image Atlas)Radiologyand drugs RadiopharmaciesAccessibility (RCY)FDA regulatory supportdepartmentsRecruit clinical sites In vivo animal studies Purity Equipment producers Develop regulatory Speed plan for pre IND PET/SPECTPrescribing physicianscGMP manufacturersMultiplatformTechnical assistanceRadiopharmaciesmeeting ID cGMP CROSensitivity (nca)Radiologist who Fund-raising Specific compounds perform studiesGeneral PharmaceuticalIP methodology forDirect sales of precursor development PoP dataadding fluorine toDrug developers companieslead compounds of Sales of packagedIPinterestprecursor in cassettesPoP dataRadiologistsRegulatory planCassette manufacturersUnderstanding ofthe regulatoryprocessSales of intermediates Contract cGMP precursor manufacture Salary, RentsTechnology license Clinical trialsProduct license (royalty)
  16. 16. Value CustomerProposition Segments Technical AssistanceNuclear Medicine and SOPs for precursors (Image Atlas)Radiologyand drugs RadiopharmaciesAccessibility (RCY)FDA regulatory supportdepartmentsRecruit clinical sites In vivo animal studies Purity Equipment producers Develop regulatory Speed plan for pre IND PET/SPECTPrescribing physicianscGMP manufacturersRadiopharmaciesmeeting ID cGMP CROProduct/Market FitMultiplatformSensitivity (nca)Specific compounds Technical assistance Radiologist who Fund-raisingperform studiesGeneral PharmaceuticalIP methodology forDirect sales of precursor development PoP dataadding fluorine toDrug developers companieslead compounds of Sales of packagedIPinterestprecursor in cassettesPoP dataRadiologistsRegulatory planCassette manufacturersUnderstanding ofthe regulatoryprocessSales of intermediates Contract cGMP precursor manufacture Salary, RentsTechnology license Clinical trialsProduct license (royalty)
  17. 17. Get, Keepand Grow Technical AssistanceNuclear Medicine and SOPs for precursors (Image Atlas)Radiologyand drugs RadiopharmaciesAccessibility (RCY)FDA regulatory supportdepartmentsRecruit clinical sites In vivo animal studies Purity Equipment producers Develop regulatory SpeedPET/SPECTcGMP manufacturersRadiopharmacies plan for pre IND meetingMultiplatformTechnical assistanceCustomer Prescribing physicians ID cGMP CROSensitivity (nca)Radiologist who Fund-raising Specific compounds Segments perform studiesGeneralChannel PharmaceuticalIP methodology forDirect sales of precursor development PoP dataadding fluorine to Drug developers companieslead compounds ofSales of packagedIPinterestprecursor in cassettesPoP dataRadiologistsRegulatory planUnderstanding of Cassette manufacturersthe regulatoryprocessSales of intermediates Contract cGMP precursor manufacture Salary, RentsTechnology license Clinical trialsProduct license (royalty)
  18. 18. Get, Keepand Grow Technical AssistanceNuclear Medicine and SOPs for precursors (Image Atlas)Radiologyand drugs RadiopharmaciesAccessibility (RCY)FDA regulatory supportdepartmentsRecruit clinical sites In vivo animal studies Purity Equipment producers Develop regulatory SpeedPET/SPECT Who Are Our Customers?cGMP manufacturersRadiopharmacies plan for pre IND meetingMultiplatformTechnical assistanceCustomer Prescribing physicians ID cGMP CROSensitivity (nca)Radiologist who Fund-raising Specific compounds Segments perform studies How Do We Reach Them?ChannelGeneral PharmaceuticalIP methodology forDirect sales of precursor development PoP dataadding fluorine to Drug developers companieslead compounds ofSales of packagedIPinterestprecursor in cassettesPoP dataRadiologistsRegulatory planUnderstanding of Cassette manufacturersthe regulatoryprocessSales of intermediates Contract cGMP precursor manufacture Salary, RentsTechnology license Clinical trialsProduct license (royalty)
  19. 19. Technical AssistanceNuclear Medicine and SOPs for precursors(Image Atlas)Radiologyand drugsRadiopharmacies Accessibility (RCY)FDA regulatory supportdepartmentsRecruit clinical sites In vivo animal studiesPurity Equipment producers Develop regulatorySpeed plan for pre INDPET/SPECTPrescribing physicianscGMP manufacturers MultiplatformTechnical assistanceRadiopharmaciesmeeting ID cGMP CRO Sensitivity (nca)Radiologist who Fund-raisingSpecific compounds perform studies General PharmaceuticalIPmethodology forDirect sales of precursor development PoP data adding fluorine toDrug developers companies lead compounds of Sales of packagedIP interest precursor in cassettesPoP data RadiologistsRegulatory planUnderstanding ofCassette manufacturersthe regulatoryprocess Contract cGMP precursor manufactureCostsSales of intermediates Revenue Salary, Rents Technology license Clinical trials Product license (royalty)
  20. 20. Technical AssistanceNuclear Medicine and SOPs for precursors(Image Atlas)Radiologyand drugsRadiopharmacies Accessibility (RCY)FDA regulatory supportdepartmentsRecruit clinical sites In vivo animal studiesPurity Equipment producers Develop regulatorySpeed plan for pre INDPET/SPECTPrescribing physicianscGMP manufacturers MultiplatformTechnical assistanceRadiopharmaciesmeeting ID cGMP CRO Sensitivity (nca)Radiologist who Fund-raisingSpecific compounds perform studies General PharmaceuticalIPmethodology forDirect sales of precursor development PoP data adding fluorine toDrug developers companies lead compounds of How Do We Make Money?IPPoP data interest Sales of packaged precursor in cassettes RadiologistsRegulatory planUnderstanding ofCassette manufacturersthe regulatoryprocess Contract cGMP precursor manufactureCostsSales of intermediates Revenue Salary, Rents Technology license Clinical trials Product license (royalty)
  21. 21. 9 GuessesGuessGuess GuessGuessGuessGuess GuessGuess Guess
  22. 22. Startup Tool #3:Customer Development
  23. 23. Customer Development is How WeSearch for the Business Model
  24. 24. Lesson 3 CUSTOMER DEVELOPMENT
  25. 25. Customer DevelopmentThere are no facts inside your building So get the heck out
  26. 26. Customer Development ishow you search for the modelSearchExecutionCustomerCustomer Customer CompanyDiscovery Validation Creation BuildingPivot
  27. 27. Customer Development The Search For the Business ModelSearchCustomer CustomerDiscoveryValidationPivot
  28. 28. Customer DevelopmentExecutionCustomerCustomer Customer CompanyDiscovery Validation Creation BuildingPivot
  29. 29. Customer Discovery SearchCustomer Customer CustomerCompanyDiscoveryValidation Creation BuildingPivot Execution Articulate and Test your hypotheses Design experiments, start listening Continuous Discovery Done by founders
  30. 30. Discovery How big is the market? Whos the customer? Whats their problem/need Whats the product/service/need? Does it solve the customers problem? How do you create demand? How do you deliver the product? How do you make money?
  31. 31. Customer Development =process to searchBusiness Model Canvas =the ScorecardAgile Engineering is HowResearch Technology Design MarketingCost Farming conventions. Demo, demLabs o, and Organic We Build Startups Demo and ReductionEquipment demo!! Farmers customerRemove Proximity isManufactur feedback Weedingerslabor force paramountServiceDistributio painsIP Providersn NetworkEliminatePatents ConventioServiceVideo bio-waste Dealers nal FarmersProviders Classifier hazards Direct ServiceFilesIndirect Service then DealersRobustTechnology Value-Asset Sale DrivenDirect Service with equipment rental then Asset Sale
  32. 32. Customer ValidationSearch CustomerCustomer CustomerCompany Discovery Validation Creation Building Pivot Execution Repeatable and scalable business model? Passionate earlyvangelists? Pivot back to Discovery if no customers
  33. 33. The Minimum Viable Product (MVP)Smallest feature set that gets you the most - orders, learning, feedback, failure- incremental and iterative
  34. 34. Hypotheses T