The document provides guidance on developing an effective pitch to present new business ideas. It emphasizes that ideas need to be refined through testing and learning before pitching. An effective pitch clearly identifies the problem the idea solves, challenges addressed by proposed solutions, proof of concepts, and reasons the presenter is qualified. The document also notes that pitches should be tailored based on the needs and interests of the intended audience in order to convince them to support the idea.

1. The
Lean
Startup
Innovating
Smarter
Successfully

2. Main
messages
You
have
a
great
idea! But
how
to
convince
other
people?
You
do
not
get
it
right
9irst
time. Sorry
about
that!
Test.
Learn.
Test.
Learn. That’s
it!

3. Startups
need
a
VISION
What
do
you
want
to
achieve?
This
grand
vision
depicts
customers
using
your
offering
to
their
great
pleasure
and
pro=it.
It
also
depicts
you
in
the
position
of
arriving
at
your
desired
position.
accelerate-steer-VISION
*
*break
your
vision
down
into
components.
Grand
Vision

5. What
are
you
deeply
passionate
about?
What
can
you
be
the
best
in
the
world
at?
What
drives
your
economic
engine?
Free
after
Jim
Collins’
‘Hedgehog
Principle,”
in
“Good
to
Great”
BHAG
Big
Hairy
Audaciaous
Goal

6. “I think it is often easier
to make progress on mega-
ambitious dreams.
I know that sounds completely nuts.
But, since no one else is crazy
enough to do it,
you have little competition.”
Larry Page

7. Your
Company
and
You!
An
Amazing
Story!
An
Amazing
Picture!
WOW...
Customers,
employees,
members
and
all
other
stakeholders
are
very
positive
about
the
company.
All
are
very
happy
with
what
the
company
has
established.
All
you
have
to
do
is
write
that
article!
In
the
article,
you
write
•what
has
been
accomplished
•how
it
has
been
accomplished
•with
whom
•which
strategic
choices
have
been
made
•investments
and
returns
•your
personal
role
in
all
this!
Choose
a
medium
and
a
title
Titles
are
important.
They
carry
the
main
message.
Make
sure
it
is
there.
Think
BIG.
Think
DIFFERENT.
Go
WILD.
Have
FUN.
Develop
a
couple
of
strong
one-­‐liners.
Create
an
elevator
pitch.
“Beat
the
devil’s
advocate”
Sometime
in
2018.
Or
earlier.
Or
later.
Five
years
from
now,
an
incredibly
positive
article
appears
on
your
new
product
or
service.
Imagine
that
a
journalist
interviews
you
on
the
success
of
the
company.

8. 8

9. Figure 2.1
Defining the Business
Question
1:
Who
do
we
serve?
Answer:
De=ine
customer
segments
Question
2:
What
do
we
offer?
Answer:
De=ine
customer
value
proposition
Question
3:
How
do
we
do
that?
Answer:
De=ine
resource
con=iguration
What
Business
Are
We
In?

10. how-what-WHO
De9ining
your
business
|
The
value
hypothesis
Functional Symbolic
Experience
Undesired
situation
Problem!

11. how-what-WHO
De9ining
your
business
|
The
value
hypothesis
Functional Symbolic
Experience
Undesired
situation
Desired
situationDoes
the
offering
deliver
value
to
the
customer?

12. how-what-WHO
De9ining
your
business
|
The
value
hypothesis
Functional Symbolic
Experience
Undesired
situation
Desired
situationDoes
the
offering
deliver
value
to
the
customer?
Is
there
a
clearly
deXined
segment?
Is
there
a
clearly
deXined
value
proposition?

14. how-what-WHO
De9ining
your
business
|
The
value
hypothesis
Functional Symbolic
Experience
Undesired
situation
Desired
situationDoes
the
offering
deliver
value
to
the
customer?
Is
there
a
clearly
deXined
segment?
Is
there
a
clearly
deXined
value
proposition?
｝
Hypotheses
to
test!
｝

16. Under
which
circumstances
does
which
customer
experience
a
need?
how-what-WHO
De9ining
your
business
|
The
value
hypothesis
Functional Symbolic
Experience
Undesired
situation
Desired
situation
Is
there
a
clearly
deXined
segment?
For
whom
is
this
gap
a
signiFicant
issue?
Who
lies
awake
from
all
this?

17. Under
which
circumstances
does
which
customer
experience
a
need?
De9ining
your
business
|
The
value
hypothesis
Functional Symbolic
Experience
Undesired
situation
Desired
situation
Is
there
a
clearly
deXined
segment?
For
whom
is
this
gap
a
signiFicant
issue?
Who
lies
awake
from
all
this?
What
is
the
management
problem?
What
are
the
facts
that
support
your
point
of
view?
What
kind
of
facts
do
you
need?
how-WHAT-who

19. De9ining
your
business
|
The
value
hypothesis
Functional Symbolic
Experience
Undesired
situation
Desired
situation
Is
there
a
clearly
deXined
segment?
How
do
you
move
the
customer
along
this
path?
Technology
/
Business
Model
What
is
the
management
problem?
“Product
does
not
sell.”
“Customers
are
not
convinced.”
HOW-what-who
“Customers
do
not
know
it
exists.”

20. Presenting)your)ideas)|)The$value$hypothesis
PITCH

21. Presenting
your
ideas
|
Re=ine.
Re=ine.
Re=ine.
PITCH
In
pitching
your
idea,
you
follow
the
main
rules
of
marketing:
Make
someone
‘buy’
into
your
idea.
The
full
idea,
that
is.
Here’s
an
interesting
idea.
“We
should
build
cars
that
go
1,000
kilometers
an
hour,
get
100
kilometers
on
a
liter
that
easily
fold
in
your
back
pocket.”
This
‘pitch’
lacks
something.
“Build
a
breakthrough
automobile.”Abstract
idea
A
plan
“The
trans-­‐warp
drive
I’ve
already
designed
improves
gasoline
efXiciency
tenfold.”

22. Presenting
your
ideas
|
Re=ine.
Re=ine.
Re=ine.
PITCH•1
Do
not
waste
people’s
times.
Test
and
learn.
Whose
problem
does
it
solve?
Challenges
and
solutions.
Whose
problem
is
this?
Proof
of
concept.
Why
you?
Why
support
you?
｝Hypotheses
to
test!

23. Presenting)your)ideas)|)Shape&your&pitch.
PITCH•2
Big)ideas)need)big)changes.)And)big)budgets.)And)big)people)to)
convince.)
What)is)the)pitch)companies)and)people)are)used)to?

24. Presenting)your)ideas)|)Follow%the%power.
PITCH•3
If)you)‘pitch’)an)idea,)you)need)someone)to)‘catch’)it.
Who)has)the)power)to)‘promote’)your)idea? Use)the)‘wide)lens’)approach.)De@ine)and)
describe)the)business)ecoBsystem)you)
(will))@ind)yourself)in.
“You)can’t)make)it)on)your)own…”)BB)U2

25. Presenting)your)ideas)|)THEIR&perspective.
PITCH•4
When)trying)to)convince)someone,)be)sure)you)know)what)their)
needs)and)stakes)are.)
You)may)need)a);irst)catcher,)then)a)second.)
The);irst)one)may)be)the)janitor)of)the)
company@@but)if)he)secretly)smokes)
cigarettes)with)the)CEO,)he)may)be)a)
good)hunting)ground.

26. Presenting
your
ideas
|
Make
three
pitches.
PITCH•5
Different
occasions
require
different
messages.
Communications
101.
You
can
base
these
pitches
on
your
Grand
Vision.
If
you
can’t
explain
your
idea,
how
can
someone
else
by
into
it?
Discovering
DNA “I’m
working
to
explain
how
human
cells
reproduce.”
Inventing
light
bulbs. “I’m
making
light
from
electricity.”
Insert
your
idea
here.
Insert
your
5-­‐second
pitch
here.
5
second
pitch 30
second
pitch 5
minute
pitch

27. Presenting
your
ideas
|
Deliver
and
perform.
PITCH•6
The
voice(s)
in
your
head
will
convince
you
that
you
have
the
right
idea.
Genchi
gembutsu,
that’s
the
ticket!
It’s
more
dif=icult
when
there’s
more
than
one
voice
in
your
head...
Excellent
communicator
Find
interesting
and
useful
ideas
Convert
an
idea
into
a
realistic
plan

28. Presenting)your)ideas)|)Deliver'and'perform.
PITCH•7
So)you’re)not)all)three.)Then)practice.
Prepare'for'a'positive'response.
“That’s)interesting.)What)do)you)want)
from)me?”
Money.)Time.)Access.)Commitment.

29. Presenting)your)ideas)|)Learn&from&failure.
PITCH•8
Ok.)Most)pitches)fail.)But)again,)lean)innovation)helps.)
Analyze&what&went&wrong&and&why.&Don’t&blame&the&others.&
Different)people)to)pitch)to.
Different)pitch.
Break)it)into)smaller)components.

30. Useful
instruments.
• The
four
actions
framework
• The
product
innovation
charter

31. Nintendo
Wii
FOCUS

32. Compe&&ve
Advantage
:
Be1er
or
Different
Source : Kim & Mauborgne

33. Compe&&ve
Advantage
:
Be1er
or
Different
Raise
What
factors
should
be
raised
well
beyond
the
industry
standard?
Source : Kim & Mauborgne

34. Compe&&ve
Advantage
:
Be1er
or
Different
Raise
What
factors
should
be
raised
well
beyond
the
industry
standard?
Reduce
What
factors
should
be
reduced
well
below
the
industry
standard?
Source : Kim & Mauborgne

35. Compe&&ve
Advantage
:
Be1er
or
Different
Raise
What
factors
should
be
raised
well
beyond
the
industry
standard?
Reduce
What
factors
should
be
reduced
well
below
the
industry
standard?
Eliminate
what
factors
should
be
eliminated
that
the
industry
has
taken
for
granted?
Source : Kim & Mauborgne

36. Compe&&ve
Advantage
:
Be1er
or
Different
Raise
What
factors
should
be
raised
well
beyond
the
industry
standard?
Reduce
What
factors
should
be
reduced
well
below
the
industry
standard?
Eliminate
what
factors
should
be
eliminated
that
the
industry
has
taken
for
granted?
Create
What
factors
should
be
created
that
the
industry
has
never
offered?
Source : Kim & Mauborgne

37. Wii

38. 1. Eliminate:
Movie playing.
2. Reduce:
Graphics and physics.
4. Create:
Wiimote.
3. Raise:
Fun.
Wii

39. Strategy Canvas.
• Describe your current canvas as compared to:
• Competition
• Desired performance, company view
• Desired performance, customer view
• Be ruthlessly honest

40. The Strategy Canvas
Low
High
KE
Key Elements
LevelofOffering
KE KE KE KE KE KE KE KE

41. 41
The
Contents
of
a
Product
Innova8on
Charter
Figure 3.4

42. 42
PIC
Special
Guidelines
• Degree
of
Innova8veness
– First-­‐to-­‐market
– Adap8ve
product
– Imita8on
(emula8on)
• Timing
– First
– Quick
second
– Slow
– Late
• Miscellaneous
– Avoidance
of
compe88on
with
certain
firms
– Recogni8on
of
weaknesses
– Patentability
– Product
Integrity

43. If
you
cannot
fail,
you
cannot
learn
About
your
idea:
Do
customers
recognize
the
problem
you
are
trying
to
solve?
If
there
was
a
solution,
would
they
buy
it?
Would
they
buy
it
from
you?
Can
you
build
a
solution
for
that
problem?
“Success
is
not
delivering
a
feature;
success
is
learning
how
to
solve
the
customer’s
problem.”
“Markets
change
all
the
time
and
our
job
is
to
change
with
them.”
vision:experiment

44. steer:pivotorpersevere
Crossing
the
chasm
techies visionaries pragmatists conservatives sceptics
80%
Xinished
is
okay! The
offering
should
be
100%!
Selling
your
offering
big
time.
Time
to
test
another
hypothesis…
Build
-­‐
Measure
-­‐
Learn
Zoom
in
Zoom
out
Customer
segment
Customer
need
Platform
Business
architecture
Value
capture
Engine
of
growth
Channel
Technology