The third presentation of the Lean AKademy held in Agro-Know to support business development. The presentation was based on the book "The Lean Startup" by Eric Ries and "Running Lean" by Ash Maurya as well as the course on business development from Steve Blank.

1. The Chameleon effect…
Nikos Palavitsinis, Agro-Know
300. Learn, Adapt & Pivot

2. Lean AKademy, Mar-Apr, 2014
301. Report our Interview Results
• Report on your interview results so far
• 10’ for each team to briefly report on their
findings
• Practical problems? How were your
interviewees? Document their characteristics

3. Lean AKademy, Mar-Apr, 2014
302. How Interviews Affect our LC
• We put the LC on the wall again
• Product Risk
– What are you solving?
• Market Risk
– Existing Alternatives
• Customer Risk
– Is this a viable customer segment?

4. Lean AKademy, Mar-Apr, 2014
303. Learning & Adapting Problems
• Let’s look at our problems…
• Are they still valid? Do we need to add new
ones? Through away old ones?
• Other techniques that can help us identify
problems?

5. Lean AKademy, Mar-Apr, 2014
304. Identifying Alternatives
• Which are the alternatives that we have
identified? Can we built upon them?
• Can we identify new alternatives that we can
investigate during the next interviews?
• Can the alternatives lead us to new solutions?

6. Lean AKademy, Mar-Apr, 2014
305. It’s Time to Solve the Problems
• How are we going to solve the problems?
• Can we refine what we have there already?
• Are the initial hypotheses in this part still
valid?

7. Lean AKademy, Mar-Apr, 2014
306. Identify Your Solutions
• Each team gets 10’ to refine the three
solutions for the top three problems
• One solution may as well tackle more than
one problems

8. B R E A K

9. Lean AKademy, Mar-Apr, 2014
307. Customer Archetypes
• Get to know your customers
– How old they are?
– Where do they live?
– What job do they want get done?

10. Lean AKademy, Mar-Apr, 2014
Who: Name
• The customer archetype is essentially a person. So
give that person a name, i.e. Bob. Use the face to
give him/her hair, glasses, etc. Illustrate who this
person is. From now on we’ll refer to the customer
not as an archetype but simply as “Bob”. Who is Bob,
what does he do, how can we get to know him
better?

11. Lean AKademy, Mar-Apr, 2014
Demographics
• Role/Job: What does Bob do for a living?
• Education: How much education has Bob received, i.e. high
school, university, graduate school?
• Marital Status/Family: Is Bob married, single, dating?
• Living/Location: Where does Bob live? What part of the
city
• Hobbies/Interests: What hobbies or interests does Bob
have? How does he like to spend his free time and his
discretionary income?
• Communication Channels: How does Bob get news? What
kind of newspapers or magazines does he read?
• Budget: How much money does Bob make? Where does he
spend his money, i.e. budget breakdown?

12. Lean AKademy, Mar-Apr, 2014
Motivations/Behaviors
• The goal here is delve into the mindset of the
customer. What are Bob’s primary motivators to
action? For example, if he is a family man,
providing for and protecting his family is a strong
motivator. If he is career-oriented, it could be
advancement in the company or gaining more
sector-notoriety.
• Following, how does Bob express these
motivators in his behavior? For example, as a
family man, does he have a security system at
home and drive a Volvo?

13. Lean AKademy, Mar-Apr, 2014
A day in the life
• How does Bob spend his day, weekdays and
weekends? Think it through in regards to his
morning, noon, afternoon, and evening. Where is
he? How does he get around? What is he doing?
– Identify what part of Bob’s day your product/service
can be used. For example, if you are making a new
mobile game, what are the empty moments of Bob’s
day when he needs a 5 min. break to relax his mind.
– Identify what part of Bob’s day you can potentially
reach Bob to tell him about your product or service.
For example, if he takes the bus to work every day,
advertising inside the bus could be a good channel.

14. Lean AKademy, Mar-Apr, 2014
308. Takeaways & Assignments
• Let’s spend some time to reflect on our work
today
• How did our LCs change?
• Do we have a different outlook on our initial
hypotheses?

15. Lean AKademy, Mar-Apr, 2014
308. Takeaways & Assignments
• Refine your canvas some more… Build a
customer archetype
• Prepare new interview forms and reach out to
new interviewees!
• Conduct new interviews and prepare your
input for the next time…

16. Lean AKademy, Mar-Apr, 2014
Bonus!
• http://customerdevlabs.com/2013/11/05/ho
w-i-interview-customers/

17. Lean AKademy, Mar-Apr, 2014
Questions?