A short introduction into Lean Startup for the ETH Innovation and Entrepreneurship Lab (ieLab). We want to show the Startups of this incubuator how Lean Startup changes the way startups work. Instead of planning and implementing everything perfectly, Lean Startup uses small experiments and validated learnings after failures.
Business Model Canvas (BMC)- A new venture concept
Lean Startup: an introduction
1. Lean Startup: an introduction
Fredi Schmidli & Adrian von Orelli
ieLab Zürich, 7.1.2014
7.1.2014
http://de.slideshare.net/pragmaticsolutions
1
2. Fredi Schmidli
7.1.2014
Adrian von Orelli
• Business Angel and
Boardmember:
www.startangels.ch
• Entrepreneur
• Community Builder:
- meetup.com
/Lean-startup-Zurich/
- Agile Breakfasts
http://de.slideshare.net/pragmaticsolutions
•
•
•
•
EE PhD ETHZ
R&D leader
Innovator
15 years of high tech
product development
2
4. Collective experience?
• Who heard about
• Lean Manufacturing?
• Scrum/Kanban?
• Lean Startup?
• Who worked with it?
11.12.2013
http://de.slideshare.net/pragmaticsolutions
4
5. There are 2 ways
1. Conventional way or do the things right
• Assumption: machine, excellent plan and execution
• Focus: Perseverance myth
• Example: most Startups
2. Lean startup way or do the right things
• Assumption: Dynamic systems require self-organisation
• Focus: Genchi Gembutsu
• Example: Zappos, Dropbox, ...
7.1.2014
http://de.slideshare.net/pragmaticsolutions
5
6. Lean startup way
• Culture: Success can be engineered, learned, taught
• Pre-requisites: Transparency, trust and courage
• Method: Choose right metrics, learn fast with short
feedback loop, agile development
• Goal: MVP asap and minimize cycle time
• Characteristics
7.1.2014
• Handle all nine dimensions of Business Model Canvas
• Every relevant aspect (product features, marketing
campaign ….) is worth an experiment (hypothesis and verification)
http://de.slideshare.net/pragmaticsolutions
6
7. What is a start up?
• Human institution designed to create new products
and services under condition of extreme uncertainty.
(Eric Ries)
• A Start up is a temporary organization in search of a
scalable, repeatable business model Steve Blank
• BM must be found before you run out of money >>
Efficient searching required
• Conclusion: apply scientific methods to search with
short feedback loops to validate hypothesis
7.1.2014
http://de.slideshare.net/pragmaticsolutions
7
8. Minimal Viable Product
(Wikipedia)
The minimum viable product is that version of a
new product which allows a team to collect the
maximum amount of validated learning about
customers with the least effort.
An MVP is not a minimal product, it is a strategy
and process directed toward making and
selling a product to customers.
7.1.2014
http://de.slideshare.net/pragmaticsolutions
8
9. Lean Canvas
• Culture:
KEY
(by Alexander Osterwalder)
PARTNERS
KEY
ACTIVITIES
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIP
S
CUSTOMER
SEGMENTS
KEY
RESSOURCES
CHANNELS
COST STRUCTURE
REVENUE STREAMS
7.1.2014
http://de.slideshare.net/pragmaticsolutions
9
10. Feedback loop
Entrepreneurial Mgt: Stupid! It‘s the boring stuff, ...
Pivot or persevere?
weeks
not
years
Turn ideas in ......
Minimum viable
Product (MVP)
Innovation accounting
7.1.2014
http://de.slideshare.net/pragmaticsolutions
10
11. Examples of MVP
4. Test vision of service offering for Dropbox
MVP: Video
http://www.thisispaper.co.uk/2013/10/10/mvps-an-introduction/#more-1819/
7.1.2014
http://de.slideshare.net/pragmaticsolutions
11
12. Examples
5. Test business model for Drone based imaging system
MVP: Rent camera and plane
instead of building a drone
http://steveblank.com/2013/07/22/an-mvp-is-not-a-cheaper-product-its-about-smart-learning/
7.1.2014
http://de.slideshare.net/pragmaticsolutions
12
13. Examples
3. Test vision for flat TV
MVP
7.1.2014
http://de.slideshare.net/pragmaticsolutions
13
14. Smart statements
(from Blank and Ries)
• Start up don’t fail because they have no
product but because they lack customers
• Get out of the building
• Don’t be afraid to be embarrassed when
customers see your product for the first time,
you will be embarrassed anyway
http://de.slideshare.net/pragmaticsolutions
14
15. History of lean management
• After WW2 Lean management (Toyota)
revolutionized manufacturing
• Manufacturing processes applied to
innovations kills creativity
• It took 50+ years until agile SW development
methods started to successfully combine
innovation with lean management principles
http://de.slideshare.net/pragmaticsolutions
15
16. Exercise (5 minutes)
Define the MVP for your current product idea
Hint:
• What do you want to learn with your MPV?
• What metric will you measure?
7.1.2014
http://de.slideshare.net/pragmaticsolutions
16
17. More information
HBS article „Why lean start up changes everything“
www.steveblank.com
Eric Ries „Lean start up“
Alexander Osterwalder “Business Model Generation”
7.1.2014
http://de.slideshare.net/pragmaticsolutions
17
My vision is to establish L.Startup as the standard for entrepreneurs and investors in CH.
Talk early phase Startups: Idea, Concept (ab hier), Firm (ab hier Investition), growth and with strong focus on soft facts
Economist and BA: Entrepreneur, who failed several times;
Agile mgt.: Mitarbeitende schaffen in dezentralen, selbstorganiserten und organisationsübergreifenden Teams, demonstrieren am Ende von kurzen Iterationen dem Kunden ihre Resultate und verbessern sich mit Hilfe deren Feedback kontinuierlich.
Flipp Chart: What should be covered that you think that your investment to participitate paid off? Inspect and adapt
How I learnt about it ....
All members of the same family: They share the same PDCA-DNA
2 distinctively different ways: like black and white
Conventional: exc. Plan an and exc. execution of plan by good people, cool idea and then perseverance
Jeffrey Liker, The Toyota Way, 2003: What distinguishes the Toyota Way from other mgt. approaches
Canvas Folie einfügen
Its the boring stuff that matters – here perseverance
This presentation is an MVP
How I learnt about it ....
All members of the same family: They share the same PDCA-DNA
Canvas Folie einfügen
Its the boring stuff that matters – here perseverance
This presentation is an MVP
Canvas Folie einfügen
Its the boring stuff that matters – here perseverance
This presentation is an MVP
StartAngels Website: First Trial of Lean Startup
Entrepreneurs hip, Mgt. dull. Boring stuff like innovation accounting. Here perserverance is king. MVP: e.g. a designer produces a new chair on which you can not sit.Innovation accounting: how to measure progress, how to set-up milestones, and how to prioritise work.
Head Marketing: Do you know Lean Startup? Sure. Do you know Split- or A/B Testing? Sure. Are we doing it? No. Why. Because, we have no time ...
Drew Houston, CEO; leap-of-faith assumptions: the part on which everything depends.
Video, because it was difficult to explain the concept and it was impossible to demo the SW in a prototype.
Startup aimed to become service provider in an emerging business called “precision agriculture”. So they looked for money to build a Drone, with special camera and SW to get the best data.
MVP: Rent camera and plane instead of building a drone and offer the images to farmers.
Lessons learned
A minimum viable product is not always a smaller/cheaper version of your final product
Think about cheap hacks to test the goal
Great founders keep their eye on the prize
See Example von Adrian
Open View Ventures, Venture Capital Company: welche Prozessverbesserungen seit dem letzten Board Meeting
Wikispeed
Flipp Chart: Go back and check if the expectations are met.
Open View Ventures, Venture Capital Company: welche Prozessverbesserungen seit dem letzten Board Meeting
Wikispeed
Open View Ventures, Venture Capital Company: welche Prozessverbesserungen seit dem letzten Board Meeting
Wikispeed
Flipp Chart: Go back and check if the expectations are met.
Open View Ventures, Venture Capital Company: welche Prozessverbesserungen seit dem letzten Board Meeting
Wikispeed