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Lean%20Startup

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Title: Lean%20Startup


1
Lean Startup
Minder Chen, Ph.D. Professor of MIS Martin V.
Smith School of Business and Economics California
State University Channel Islands Minder.chen_at_csuci
.edu
2
The Startup Owners Manual
  • A startup is a temporary organization designed to
    search for a repeatable and scalable business
    model (under extreme uncertainty).
  • - Steve Blank, The Startup Owners Manual

Steve Blank video at http//www.youtube.com/watch?
v6t0t-CXPpyM
3
Resources
  • http//theleanstartup.com/
  • http//wiki.mbalib.com/zh-tw/????
  • http//en.wikipedia.org/wiki/Lean_startup
  • http//steveblank.com/
  • http//steveblank.com/2012/11/27/open-source-entre
    preneurship/
  • http//www.slideshare.net/sblank/lean-launchpad-ed
    ucators-handbook-sept-2013
  • Video Steve Blank on entrepreneurship 1, 2, 3, 4 
    and 5
  • Video Steve Blank, the start-up owners manual
  • Slides Steve Blank, the nine deadly sins of
    start-ups
  • Paper Steve Blank, the nine deadly sins of
    start-ups
  • http//theleanstartup.com/
  • Video Lean Start-up (Eric Ries)
  • Slides Principles of the Lean Start-up (Eric
    Ries)
  • Paper Lean Start-up Methodology (Eric Ries)

4
10 Top Ten Mistakes of Entrepreneurs
  • Multiplying big numbers by 1percent
  • Scaling too soon
  • Partnering
  • Pitching instead of prototyping
  • Using too many slides and too small a font
  • Doing things serially
  • Believing 51 control
  • Believing patents defensibility
  • Hiring in your own image
  • Befriending your VCs Thinking VCs can add value

Guy Kawasaki, The Top 10 Mistakes of
Entrepreneurs https//www.youtube.com/watch?vHHjg
K6p4nrw
5
Business Plan
  • ??????(??)
  • ??????
  • ????????? ?????????????,????(??)??????????????????
    ??????????????????,???????????????????????????????
    ????
  • ?????? ???????????????(??),?????????????????????,
    ???????????,????????????,?????????????????,???????
    ?????????
  • http//sme.moeasmea.gov.tw/SME/main/1start/start02
    _3.php

6
Business Plan
  • ??????? ????????????,????????????????????????????
    ???????,?????????????????????????,?SWOT???????????
    ???4P????????????????,??????????????SWOT??????????
    (S, Strength)??(W, Weakness)??(O,
    Opportunity)???(T, Treat)????????????????????????
    ?????????????????????4P?,?????????(Product)?????(
    Price)???????(Promotion)?????(Place)??
  • ??????
  • ????(??)

7
One-Page Business Plan
  • Customer Problem
  • Your Solution
  • Business Model (how you make money)
  • Target Market (who is your customer and how many
    of them are there)
  • Competitive Advantage
  • Management Team
  • Financial Summary
  • Funding Required Read more http//articles.bplan
    s.com/how-to-write-a-one-page-business-plan/ixzz3
    LOCGYYxj

8
Disciplined Entrepreneurship
  • 6 Themes

Bill Aulet, Disciplined Entrepreneurship 24
Steps to a Successful Startup, Wiley, 2013.
9
Source http//businessmodelgeneration.com/canvas
Video
10
Osterwalders Business Model - Insight
value proposition
customer relationships
key activities
customer segments
key partners
cost structure
revenue streams
key resources
channels
images by JAM
11
What
How
Who
Cash Flow
Source Alexander Osterwalder Yves Pigneur,
Business Model Generation (Preview version), 2009.
12
The Use of the Business Model Canvas
  • Describe
  • Discuss
  • Design
  • Challenge
  • Improve
  • Innovate
  • Invent
  • Pivot
  • Choose

Your Business Model
13
Reverse Engineering Facebooks Business Model
with Ballpark Figures
http//www.businessmodelalchemist.com/
14
Questioning Business Model Components
15
A Starting Point of Innovation
  • A customer friction is a (re)discovered of
    relevant and often unmet needs in a recognizable
    situation from a target group.
  • Adapted form http//www.innovationexcellence.com/b
    log/2011/07/08/solve-customer-frictions/

16
Customer Value Canvas
  • http//www.businessmodelgeneration.com/downloads/v
    alue_proposition_canvas.pdf
  • http//www.franciscopalao.com/english/value-propos
    ition-canvas-get-to-know-your-customers-and-improv
    e-your-value-proposition/

17
Lean Canvas
18
Validate Your Business Model
  • Most startups lack a structured process for
    testing their business model hypotheses.

No startup business plan survived first contact
with customers.
Get out of the building approach It is not a
business plan.
19
4. TAM Total Addressable Market 12. DMU
Decision Making Unit (for purchase our products)
  • 17. LTC Life Time Value
  • 19. COCA Costs of Customer Acquisition
  • 22. MVBP Minimum Viable Business Product

20
TAM
http//aiti.mit.edu/media/programs/india-bms-summe
r-2013/materials/step_4_calculate_the_tam_---trepr
eneurship_101.pdf
21
Marketing Sizing TAM, SAM, and TM
  • Total Addressable/Available Market

http//en.wikipedia.org/wiki/Total_addressable_mar
ket
22
(No Transcript)
23
Three Attributes of User Experiences
  • Experience, Expectancy, Envy
  • Excitement, Enjoyment, Enforcement
  • Entertainment, Esthetic, Escape, Education

24
Product Experience
25
??????
  • ????????????
  • ?? https//www.titan-tech.com.tw/ ????
    ????150??(?????,2012???300???2013????600??) ????
    1800??(??????????,?????50??)

26
????????
  • ??1800??? ??? ????
  • https//www.titan-tech.com.tw/static/aboutus
  • ?????????????????
  • ?????? ???????
  • ????????
  • ??????????

???
1800
(link)
Source http//www.appledaily.com.tw/appledaily/ar
ticle/finance/20140324/35720083/
27
Biomechanics???
  • ?????????????,?????????,???????????,????????????
    ?????????,??????????!? -?????

https//www.titan-tech.com.tw/truestory/research3
Video https//www.youtube.com/watch?vndEnngIOxC
I
28
????????
  • ?????????????????????,?????????????,??????,????20?
    ?,????300????,????????!
  • ??????"???"??,??????..???,????2000?????????????3
    00???,?????,??????????????????????????,???????????
    ????????,??????,???????

Source https//www.titan-tech.com.tw/truestory/re
search3
Video https//www.youtube.com/watch?vndEnngIOxCI

29
??
Source Link
30
Pressure
https//www.youtube.com/watch?vdldpSlkPLew
https//www.titan-tech.com.tw/sport_socks/low_arch
_pro_basketball_socks
31
???????
  • ??????????????????,??????,???????????????????
  • ????????????????,?????????????????,?????????????,?
    ????????????,????????????,?????????????????,??????
    ?,????????????,????????
  • ????,??????,????????????????????,????????,???????,
    ?????

32
Not Seeing the Opportunities
  • Cannot see at its nascent stage
  • Dont take it seriously once seen
  • Dont understand when it has become successful
  • Wait until it is too late
  • ???????????????????
  • ???????????????????

33
Learning and Assumptions Testing
Start-up
Big Company
34
Hypotheses Testing and Insight
Business Model
Hypotheses Facts
35
Waterfall / Product Management Execution on Two
Knowns
More startups fail from a lack of customers than
from a failure of product development
Requirements
Product Features known
Design
Implementation
Verification
Customer Problem known
Maintenance
Source Eric Ries http//startuplessonslearned.blo
gspot.com
36
The Customer Development Process
More startups fail from a lack of customers than
from a failure of product development
  1. Try many times before you get it right.
  2. It is OK to fail so plan to learn from it.
  3. Only move to the next stage when you learn enough
    and reach the escape velocity

http//www.ctinnovations.com/images/resources/Star
tup20Owners20Manual20-20BlankDorf.pdf
37
BioIQ.Com Case Study
38
What Is Pivot?
  • Pivot A change to business model component based
    on customer feedbacks. A pivot is not a failure.
  • Pivot is a structured course correction designed
    to test a new fundamental hypothesis about the
    product, strategy, engine of growth, etc.
  • Eric Ries, The Lean Startup, 2013.
  • Pivots are vision driven.

39
(No Transcript)
40
Steve Blank, Why the Lean Start-Up Changes
Everything, HBR.
41
Learning and Assumptions Testing
Start-Up Search
Large Company Execute
42
MVP
  • In product development, the Minimum Viable
    Product (MVP) is a strategy used for fast and
    quantitative market testing of a product or
    product features. It is an iterative process of
    idea generation, prototyping, presentation, data
    collection, analysis and learning.

43
An MVP Example
  • Why is Dropbox more popular than other programs
    with similar functionality?
  • Well, lets take a step back and think about the
    sync problem and what the ideal solution for it
    would do
  • There would be a folder.
  • Youd put your stuff in it.
  • It would sync.

Source http//michaelrwolfe.com/2013/10/19/why-is
-dropbox-more-popular-than-other-programs-with-sim
ilar-functionality/
44
(No Transcript)
45
(No Transcript)
46
Lessons Learning
  • The search for the business model is the front
    end of the startup process
  • The goal is to find a repeatable/scalable model,
    and then execute
  • Customer and Agile Development are the processes
    to search and build the model
  • Execution requires operating plans and financial
    forecasts
  • Product management/development is the process for
    executing the model
  • This is true in the smallest startup or largest
    company

http//steveblank.com/2012/03/05/search-versus-exe
cute/
47
From Startup to Large Company Sustaining
Sustaining Innovation
Innovate or Evaporate
Goal is to solve for unknown customer and
unknown features
Build
Search
Execute
Transition /Buyout
Large Company
Scalable Startup
  • Existing Market / Known customer
  • Known product feature needs

Disruptive Innovation
  • New Market
  • New tech, customers, channels
  • Exit Criteria
  • Business model found
  • Total Available Market gt 500m
  • Can grow to gt100m/year
  • Can be Venture capital funded

48
http//upscalability.com/
49
Source http//startitup.co/guides/294/becoming-a-
lean-startup-guru
50
The Lean Startup Method
  • Entrepreneurs are everywhere.
  • Entrepreneurship is management.
  • Validated learning.
  • Build-Measure-Learn.
  • Innovation accounting.
  • Eric Ries, The Lean Startup How Today's
    Entrepreneurs Use Continuous Innovation to Create
    Radically Successful Businesses, 2011.

51
http//thumbnails.visually.netdna-cdn.com/the-lean
-startup_50291668aa9bb.png
52
  • Backup Slides

53
http//upscalability.com/lean-startup/
54
http//upscalability.com/
55
SCRUM Process
Source https//www.youtube.com/watch?vWxiuE-1ujC
M
56
Lean Startup Customer Development Agile Method
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