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How to start a startup
1. Why Startups Fail
Most startups fail (1) 
93% of the companies that get 
accepted by Y Combinator 
eventually fail.
Most startups fail (2) 
The default state of the world is to stay the way it is, 
which means the default state of a start...
Startups don’t die, they commit suicide 
Startups die in many ways, but in the past couple of 
years I’ve noticed that the...
Top 5 Reasons 
Why Startups Fail
1. The market 
The real reason most startups fail is that they fail to build 
something that people actually want to use a...
2. The founders 
What's wrong with having one founder? To start with, it's 
a vote of no confidence. It probably means the...
3. Procrastinating 
Perfectionism is often an excuse for procrastination. 
Paul Graham
5. Poor Execution 
Execution is the great unaddressed issue in the business 
world today. Its absence is the single bigges...
So what ? 
Fail Fast, 
Fail Often
2. How to turn your idea into a business
2.1 The process
Etapes de la création par l’APCE 
L'idée 
Le projet personnel 
L'étude de marché 
Les prévisions 
financières 
Financement...
Etapes de la création par l’APCE 
L'idée 
Le projet personnel 
L'étude de marché 
Les prévisions 
financières 
Financement...
Business plan 
VS Business model
Complete Startup Pyramid by Sean Ellis 
Growth 
Optimize 
Economics 
Positioning 
Product/Market fit
Product/Market fit (1) 
The ONLY thing that matters is getting to product/ 
market fit. 
Marc Andreesen
Product/Market fit (2) 
Achieving product/market fit requires at least 40% of 
users saying they would be “very disappoint...
The Lean Startup methodology (1) 
Lean Startup is a systematic process for iterating from 
Plan A to a plan that works bef...
The Lean Startup methodology (2) 
Customer discovery 
Est ce que le problème est réel ? 
Customer validation 
Est ce que m...
The Lean Startup methodology (3) 
Ideas 
Design 
Data Experience 
Measure 
Learn
2.2 Customer discovery
Your product is 
NOT 
“the product” 
Ash Maurya
Your business model 
is 
“the product” 
Ash Maurya
The lean canvas 
Problem 
Solution 
Unique value 
proposition 
Unfair 
advantage 
Customer 
segments 
Key 
metrics 
Channe...
An unexpected journey … 
Brainstorming 
Priorisation 
Test 
Apprentissage 
Pivot ou 
Amélioration
Source : http://practicetrumpstheory.com/your-product-is-not-the-product/
Prioriser les business model 
1 - L’importance du problème 
2 - L’accessibilité du client 
3 - Prix & Marge brute 
4 - Tai...
Source : http://practicetrumpstheory.com/your-product-is-not-the-product/
Source : http://practicetrumpstheory.com/your-product-is-not-the-product/
How to test a business model ? 
Get out 
of the 
building
How to interview a client ? 
Source : http://practicetrumpstheory.com/customer-development-getting-started/
Exemples questions 
Ask about the situation wherein they might discover the 
problem you're attempting to solve. 
Can you ...
Interview templates 
docs.google.com/file/d/0B5_hlcsbNUS4YzdlMTk3OTgtNDM5MC00YmMyLWEyM2QtYWU4YTJhNmU2NTZj/edit 
practicetr...
2.3 Customer validation
Unique value proposition (1) 
We help X do Y doing Z 
Steve Blank
Unique value proposition (2) 
ZocDoc is a free service that helps patients find and book appointments 
with local doctors ...
2.3.2 Marché
Market size (1) 
Total Addressable Market (TAM) 
Everyone you wish to reach with your product. 
Serviceable Available Mark...
Market size (2) 
TAM 
Total Addressable Market 
SAM 
Serviceable Available Market 
SOM 
Serviceable Obtainable 
Market
Market size - exemple 
Vous souhaitez créer une startup proposant un gestionnaire 
d’emploi du temps pour les écoles. 
Le ...
Market size - outils 
Google Trends 
- 
Google AdWords 
- 
Facebook ads 
- 
Insee
Early-Evangelists by Steve Blank 
Have the problem you think they have 
- 
Knows they have the problem 
- 
Tried to solve ...
Persona (1) 
Hello, I’m Henri ! 
31 years old - art director 
1000€ / month for clothing 
Like picking girls’ clothing 
Al...
Persona (2) 
Nom 
& 
Photo 
Caractéristiques 
Objectifs & besoins
2.3.2 Concurrence & Positionnement
Comprendre le marché (1) 
Marché 
La valeur totale des produits ou des services d'une catégorie donnée vendue sur une 
pér...
Comprendre le marché (2) 
Marché 
Segment 1 
Segment 2 
Segment 3 
Segment 4 
Segment 5 
Cible
Concurrence (1) 
Competitors 
don’t matter.
Concurrence (2) 
Learn, Copy & Ignore
Concurrence (3) 
Crunchbase 
- 
AngelList 
- 
Product Hunt
Cible & positionnement 
Le positionnement permet d'identifier l'entreprise, le 
produit ou la marque dans l'esprit du cons...
2.3.1 Produit
Minimum Viable Product (1) 
What is the smallest or least 
complicated problem that the 
customer will pay us to solve? 
S...
Minimum Viable Product (2) 
How minimal should your Minimum Viable Product be? 
Probably much more 
minimum than you think...
Types de MVP 
Smoke test or Low-fidelity MVP 
Crash test or real MVP
Low-fidelity MVP - exemples (1) 
Landing Page 
Tools : LaunchRock - Unbounce - Strikingly 
Exemples : Buffer - Moustache C...
Low-fidelity MVP - exemples (2) 
Prototype 
Tools : Balsamiq - Moqups - Pop 
Inspirations : ProductHunt - Startupli.st 
On...
Real MVP 
Source : Spotify & blog.fastmonkeys.com
Real MVP - exemples (1) 
Wizard of Oz 
Where customers believe they are interacting with the 
actual product, but behind t...
Real MVP - exemples (1) 
Piecemeal 
Emulate all the missing features with 
existing services 
One Painkiller feature 
Rest...
What now ? 
Iterate 
or Exit.
Bibliographie (1) 
Product/Market Fit - Marc Andreesen 
http://web.stanford.edu/class/ee204/ProductMarketFit.html 
Running...
Bibliographie (2) 
How to actually do customer development - Rob Fitzpatrick 
http://fr.slideshare.net/robfitz/how-to-actu...
ToDo 
Ecrire une value proposition 
Estimer la taille du marché & persona des early evangelist 
Créer un MVP low fidelity
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Startup & Marketing #4 : how to start a startup

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Startup & Marketing #4 : how to start a startup

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Startup & Marketing #4 : how to start a startup

  1. How to start a startup
  2. 1. Why Startups Fail
  3. Most startups fail (1) 93% of the companies that get accepted by Y Combinator eventually fail.
  4. Most startups fail (2) The default state of the world is to stay the way it is, which means the default state of a startup is failure. Chris Dixon
  5. Startups don’t die, they commit suicide Startups die in many ways, but in the past couple of years I’ve noticed that the most common cause of death is what I call “Startup Suicide”, a phenomenon in which a startup’s founders and its management kill the company while it’s still very much breathing. Justin Kan
  6. Top 5 Reasons Why Startups Fail
  7. 1. The market The real reason most startups fail is that they fail to build something that people actually want to use and pay for. An anonymous guy on the internet
  8. 2. The founders What's wrong with having one founder? To start with, it's a vote of no confidence. It probably means the founder couldn't talk any of his friends into starting the company with him. That's pretty alarming, because his friends are the ones who know him best. Paul Graham
  9. 3. Procrastinating Perfectionism is often an excuse for procrastination. Paul Graham
  10. 5. Poor Execution Execution is the great unaddressed issue in the business world today. Its absence is the single biggest obstacle to success and the cause of most of the disappointments that are mistakenly attributed to other causes. Larry Bossidy & Ram Charan
  11. So what ? Fail Fast, Fail Often
  12. 2. How to turn your idea into a business
  13. 2.1 The process
  14. Etapes de la création par l’APCE L'idée Le projet personnel L'étude de marché Les prévisions financières Financements Formalités de création
  15. Etapes de la création par l’APCE L'idée Le projet personnel L'étude de marché Les prévisions financières Financements Formalités de création Absolument pas adapté aux startups!!!
  16. Business plan VS Business model
  17. Complete Startup Pyramid by Sean Ellis Growth Optimize Economics Positioning Product/Market fit
  18. Product/Market fit (1) The ONLY thing that matters is getting to product/ market fit. Marc Andreesen
  19. Product/Market fit (2) Achieving product/market fit requires at least 40% of users saying they would be “very disappointed” without your product. Sean Ellis
  20. The Lean Startup methodology (1) Lean Startup is a systematic process for iterating from Plan A to a plan that works before running out of resources. Ash Maurya
  21. The Lean Startup methodology (2) Customer discovery Est ce que le problème est réel ? Customer validation Est ce que mon produit répond au problème ? Customer creation Comment générer de la croissance ?
  22. The Lean Startup methodology (3) Ideas Design Data Experience Measure Learn
  23. 2.2 Customer discovery
  24. Your product is NOT “the product” Ash Maurya
  25. Your business model is “the product” Ash Maurya
  26. The lean canvas Problem Solution Unique value proposition Unfair advantage Customer segments Key metrics Channels Cost structure Revenue streams Created by spark59, adapté de The business model canvas
  27. An unexpected journey … Brainstorming Priorisation Test Apprentissage Pivot ou Amélioration
  28. Source : http://practicetrumpstheory.com/your-product-is-not-the-product/
  29. Prioriser les business model 1 - L’importance du problème 2 - L’accessibilité du client 3 - Prix & Marge brute 4 - Taille du marché
  30. Source : http://practicetrumpstheory.com/your-product-is-not-the-product/
  31. Source : http://practicetrumpstheory.com/your-product-is-not-the-product/
  32. How to test a business model ? Get out of the building
  33. How to interview a client ? Source : http://practicetrumpstheory.com/customer-development-getting-started/
  34. Exemples questions Ask about the situation wherein they might discover the problem you're attempting to solve. Can you describe the problem to me in your own words? Talk me through the last time you had this problem How are you solving the problem currently? What are your workarounds?
  35. Interview templates docs.google.com/file/d/0B5_hlcsbNUS4YzdlMTk3OTgtNDM5MC00YmMyLWEyM2QtYWU4YTJhNmU2NTZj/edit practicetrumpstheory.com/wp-content/uploads/2011/08/problem-interview-script.png http://www.louisecaldwell.com/2012/06/26/10-ways-to-get-useful-information-in-early-customer-development/
  36. 2.3 Customer validation
  37. Unique value proposition (1) We help X do Y doing Z Steve Blank
  38. Unique value proposition (2) ZocDoc is a free service that helps patients find and book appointments with local doctors instantly online or via mobile app Pinterest is a visual discovery tool for finding ideas for projects and interests. Algolia provides a developer-friendly search API enabling users to perform database search functions in a user-friendly manner. Heroku is a multi-language cloud application platform that enables developers to deploy, scale, and manage their applications. Stripe provides a set of unified APIs and tools that instantly enable businesses to accept and manage online payments.
  39. 2.3.2 Marché
  40. Market size (1) Total Addressable Market (TAM) Everyone you wish to reach with your product. Serviceable Available Market (SAM) The portion of your TAM that you can actually address. Serviceable Obtainable Market (SOM) What is the realistic prediction of acquiring share of your SAM by you, considering competition, locality, your distribution and sales channels and any other market influences.
  41. Market size (2) TAM Total Addressable Market SAM Serviceable Available Market SOM Serviceable Obtainable Market
  42. Market size - exemple Vous souhaitez créer une startup proposant un gestionnaire d’emploi du temps pour les écoles. Le TAM serait le nombre d’écoles dans le monde. Le SAM serait le nombre d’écoles en France. Le SOM serait le nombre d’écoles en France que vous pouvez convaincre dans les trois ans.
  43. Market size - outils Google Trends - Google AdWords - Facebook ads - Insee
  44. Early-Evangelists by Steve Blank Have the problem you think they have - Knows they have the problem - Tried to solve the problem themselves - Looked for a solution themselves - Put budget behind solving the problem
  45. Persona (1) Hello, I’m Henri ! 31 years old - art director 1000€ / month for clothing Like picking girls’ clothing Alternative culture is my drug Hey, je suis Gege ! 26 ans - photographe 350€ / mois de shopping Un style ne me suffit pas ! Je tiens un blog post-punk
  46. Persona (2) Nom & Photo Caractéristiques Objectifs & besoins
  47. 2.3.2 Concurrence & Positionnement
  48. Comprendre le marché (1) Marché La valeur totale des produits ou des services d'une catégorie donnée vendue sur une période de temps donnée sur une zone géographique donnée. Segment Regroupement de personnes ayant un comportement homogène dans un marché. Cible Segment choisi pour être le coeur de cible du produit.
  49. Comprendre le marché (2) Marché Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Cible
  50. Concurrence (1) Competitors don’t matter.
  51. Concurrence (2) Learn, Copy & Ignore
  52. Concurrence (3) Crunchbase - AngelList - Product Hunt
  53. Cible & positionnement Le positionnement permet d'identifier l'entreprise, le produit ou la marque dans l'esprit du consommateur en indiquant clairement sa différence par rapport aux concurrents. lescoursdevente.fr
  54. 2.3.1 Produit
  55. Minimum Viable Product (1) What is the smallest or least complicated problem that the customer will pay us to solve? Steve Blank
  56. Minimum Viable Product (2) How minimal should your Minimum Viable Product be? Probably much more minimum than you think! Eric Ries
  57. Types de MVP Smoke test or Low-fidelity MVP Crash test or real MVP
  58. Low-fidelity MVP - exemples (1) Landing Page Tools : LaunchRock - Unbounce - Strikingly Exemples : Buffer - Moustache Cookies Video Tools : Youtube - Explee - Powtoon Exemples : Dropbox - Zynga
  59. Low-fidelity MVP - exemples (2) Prototype Tools : Balsamiq - Moqups - Pop Inspirations : ProductHunt - Startupli.st Online communities Tools : Facebook - reddit - Hacker News Inspirations : Civvy Street - r/beards/
  60. Real MVP Source : Spotify & blog.fastmonkeys.com
  61. Real MVP - exemples (1) Wizard of Oz Where customers believe they are interacting with the actual product, but behind the scenes human beings are doing the work. Concierge Manually perform tasks related to delivering the value of your product or service
  62. Real MVP - exemples (1) Piecemeal Emulate all the missing features with existing services One Painkiller feature Restate any hard problem that requires a lot of software into a simple problem that requires much less.
  63. What now ? Iterate or Exit.
  64. Bibliographie (1) Product/Market Fit - Marc Andreesen http://web.stanford.edu/class/ee204/ProductMarketFit.html Running Lean - Ash Maurya http://runninglean.co Démarrer avec le Customer Development - Guilhem Bertholet http://www.guilhembertholet.com/blog/2011/10/05/demarrer-avec-le-customer-development-cust-dev Le Manuel du créateur de start-up - Steve Blank et Bob Dorf http://www.stevenblank.com/startup_index_qty.html Business Model Generation - Alexander Osterwalder et Yves Pigneur http://www.businessmodelgeneration.com The Startup Pyramid - Sean Ellis http://www.startup-marketing.com/the-startup-pyramid/ Practice trumps theory - Ash Maurya https://practicetrumpstheory.com/
  65. Bibliographie (2) How to actually do customer development - Rob Fitzpatrick http://fr.slideshare.net/robfitz/how-to-actually-do-customer-development-and-not-waste-your-time
  66. ToDo Ecrire une value proposition Estimer la taille du marché & persona des early evangelist Créer un MVP low fidelity

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