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Launch + going lean
Frieda Brioschi / Emma Tracanella [email protected] / [email protected]
IED, 19 Dec 2017Lesson 10/2017-2018
10. Launch + going lean
Course program1. Start-ups
2. Business Model & Canvas
3. Value Proposition Design
4. Customers & Market
5. Activities & Costs
6. Legal basics
7. Start-up in Italy & ecosystems
8. Design & planning
9. Resources & pitch
10.Launch + Going Lean
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10. Launch + going lean
More on pitch
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10. Launch + going lean
"Telegram is a cloud-based mobile and desktop messaging app with a
focus on security and speed"
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10. Launch + going lean
"WhatsApp Messenger is a cross-platform mobile messaging app which allows you to exchange
messages without having to pay for SMS"
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10. Launch + going lean
“AirBed&Breakfast Book rooms with locals,
rather than hotels”
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10. Launch + going lean
Links1. All the Public Startup Pitch Decks in One Place
https://medium.com/startup-grind/all-the-public-startup-pitch-decks-in-one-place-7d3ddff33bdc Business Model & Canvas
2. TechCrunch Unicorn Leaderboardhttps://techcrunch.com/unicorn-leaderboard/
3. Netflix Culture: Freedom and Responsibilityhttps://www.slideshare.net/reed2001?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview
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10. Launch + going lean
Launch
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10. Launch + going lean
Robert Scoble’s recipe /1
“The best launch is if you have a product that
other people like using so much that they tell other people about it.”
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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
10. Launch + going lean
Robert Scoble’s recipe /2
“What you want to do is have a story that travels to the people who are most likely to need your product.
It all starts with a story.
So, the right way to launch is to have a story. Then try that story out on some early adopters. Do they go "no
way!" Or do they look bored?”
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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
10. Launch + going lean
Amazon Go
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https://www.youtube.com/watch?v=NrmMk1Myrxc
10. Launch + going lean
Robert Scoble’s recipe /3Start asking the right question:
• How can I get Oprah Winfrey to see my product within a year?
• How can I get to be a featured app in the Apple app store?
• How do I make a product so strategically important that Steve Jobs buys it within a month.
• How do I make a product that's so sticky and viral that it gets people to tell at least five other people about it.
12http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
10. Launch + going lean
Robert Scoble’s recipe /4Things you need to do to launch a company:
1. Make a blog.
2. Make a YouTube video channel.
3. Start Tweeting.
4. Get a Facebook Page.
5. Get a LaunchRock or KickoffLabs site.
6. List your company on Angel List (and StartupLi.st, CrunchBase, etc).
7. Figure out the 10 journalists you want to have see your product before you launch
13http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
10. Launch + going lean
Robert Scoble’s recipe /5
• So, what's your story?
• A sizeable part of having a great story is also hitting the market at the right time.
14http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
10. Launch + going lean
H-Farm Screening Criteria
15http://marketingarena.it/2012/11/26/10-domande-scomode-a-h-farm/
9. Resources & pitch
Show & Tell
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10. Launch + going lean
Lean Startups
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10. Launch + going lean
“The Lean Startup method teaches you how to drive a startup-how to steer, when to turn, and when to persevere-and grow a business with maximum acceleration.”
18 http://theleanstartup.com/principles
10. Launch + going lean
Lean Startups
A methodology for developing businesses and products. It aims to shorten product development cycles by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and validated learning.
19 https://en.wikipedia.org/wiki/Lean_startup
10. Launch + going lean
Lean Canvas fundamentals
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10. Launch + going lean
Why?
“Business plans take too long to write, are seldom updated, and almost never read by others but documenting your assumptions are key.”
21 https://leanstack.com/lean-canvas/
10. Launch + going lean
Lean Vs Business Model
22 https://leanstack.com/lean-canvas/
10. Launch + going lean23
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10. Launch + going leanhttps://leanstack.com/why-lean-canvas/
10. Launch + going leanhttps://canvanizer.com/how-to-use/business-model-canvas-vs-lean-canvas
Lean Canvas Vs Business Model Canvas
10. Launch + going lean
Solution
“I purposely made the solution box less than one-ninth of the entire canvas because, as entrepreneurs, we are most passionate about the solution box and what we are naturally good at. “
— Ash Maurya, Running lean
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10. Launch + going lean
Risks
27 https://leanstack.com/the-10x-product-launch/
10. Launch + going lean
Product Risk – Getting the product right
1. First make sure you have a problem worth solving. 2. Then define the smallest possible solution (MVP). 3. Build and validate your MVP at small scale (demonstrate
UVP). 4. Then verify it at large scale.
28 https://leanstack.com/the-10x-product-launch/
10. Launch + going lean
Customer Risk – Building a path to customers
1. First identify who has the pain. 2. Then narrow down to early adopters who really want your
product now. 3. It’s okay to start with outbound channels. 4. But gradually build/develop scalable inbound channels –
the earlier the better.
29 https://leanstack.com/the-10x-product-launch/
10. Launch + going lean
Market Risk – Building a viable business
1. Identify competition through existing alternatives and pick a price for your solution.
2. Test pricing first by measuring what customers say (verbal commitments).
3. Then by what they do. 4. Optimize your cost structure to make the business model
work.
30 https://leanstack.com/the-10x-product-launch/
10. Launch + going lean
Lean startup cycle
31 http://theleanstartup.com/
10. Launch + going lean
Lean startup cycle
32 http://theleanstartup.com/
10. Launch + going lean
Deming cycle
33 Img by http://www.bulsuk.com/2009/02/taking-first-step-with-pdca.html
10. Launch + going lean
Deming cycle
34 Img by Johannes Vietze CC-BY-SA
10. Launch + going lean
Examples
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10. Launch + going lean36 http://www.slideshare.net/SheenYap1/exploring-the-lean-canvas/28
Facebook (2004)
10. Launch + going lean37 https://stfalcon.com/en/blog/post/planning-lean-startup-development-quickly
Photosharing desktop app CloudFire
10. Launch + going lean38 http://www.multunus.com/blog/2016/03/business-model-case-study-skype/
Skype (2003)
10. Launch + going lean39 http://tommorkes.com/3-step-framework-for-starting-anything-from-scratch-even-if-you-dont-have-money-connections-or-an-audience/
A Brewery
10. Launch + going lean
Pets Clothes
App which allows people to design pets clothes, which lets you put your pet in a costume (like that dog in a spider costume).
40 http://blog.lunarlogic.io/2015/canvases-which-one-should-i-choose/
10. Launch + going lean41
Business Model Canvas
10. Launch + going lean42
Lean Canvas
10. Launch + going lean
Hints
• Canvases are only a map of the issues that every startup should consider.
• There is no canvas which is always the best. • You can use more than one canvas in the very beginning; it
forces you to look at a product from different perspectives. You can also change a canvas while working with a product.
• If you can’t fill out any canvas in a logical way, you should rethink your business model or even just think again, deeply, about its formula.
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