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