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Lean LaunchPadValue Proposition
Aaron EdenCreated by Steve Blank
Weekly Topics
» 5/12 – What to Expect» 5/19 – First Pitches» 5/26 – Experiment Day» 6/2 –Value Propositions» 6/9 – Customers, Users, Payers (Andrew)» 6/16 – Distribution Channels (Justin)» 6/23 – Customer Relationships» 6/30 – Revenue Models» 7/7 – Partners» 7/14 – Key Resources & Costs» 7/21 – Lessons Learned Presentations
Agenda
» Homework Review» Team Business Model Presentations» Value Propositions
˃ Product˃ Service˃ Ecosystem
Homework Discussion
» Business Model Generation˃ Visual Thinking˃ BMC Prototyping˃ Environment
» Startup Owners Manual˃ Customer Problem (Need or Passion)˃ Customer Types˃ Customer Archetypes˃ A Day In The Life˃ Influence Maps
Presentations
» How many customers did you talk to?» What were your value proposition hypotheses?» What do customers think about your value
proposition hypotheses?» Post updates in the Google group (lessons
learned, canvas changes)http://www.youtube.com/watch?v=VZ5rgVgn5qk
WionTV
Appstore Analytics
Forward Intelligence
VALUE PROPOSITIONS
images by JAM
what are you offering them? what is that getting done for them? do they care?
Step 1. Spec. the Value Proposition
» Product(s)?» Service(s)?» Ecosystem?
» Is it a company or product?
Common Mistakes
» Is it just a feature of someone else’s product?» Is it a “nice to have” product?» Is it a “got to have” product?» Can it scale to a company?
Discovery
» Product ˃ Long term vision˃ Features ˃ Benefits˃ Minimum Viable Product spec
» For a web/mobile app˃ Low fidelity MVP live and running
» Understand Customer Problem and Solution» Test Market Type
Product
» Problem Statement: What is the problem?
» Technology / Market Insight: Why is the problem so
hard to solve?
» Market Size: How big is this problem?
» Competition: What do customers do today?
» Product: How do you do it?
Step 2: What’s the MVP – Web/Mobile
» NOW “low fidelity” web/app for customer feedback˃ First, tests your understanding of the problem
» LATER, “high fidelity” web/app tests your understanding of the solution˃ Proves that it solves a core problem for customers ˃ The minimum set of features needed to learn from
earlyvangelists
- Avoid building products nobody wants- Maximize the learning per time spent
Step 2: What’s the Testing the MVP – Web/Mobile
» Smoke testing with landing pages using AdWords» In-product split-testing» Prototypes (particularly for hardware)» Removing features» Continued customer discovery and validation» Interviews» Surveys
Step 2: What’s the Testing the MVP– Web/Mobile - Tactics
» Interview customers ˃ make sure they have a matching core problem
» Set up web site landing page to test for conversion˃ What offers are required to get customers to use the product
(e.g. prizes, payment)˃ Use problem definition as described by customers to identify
key word list – plug into Google search traffic estimator - high traffic means there is problem awareness
» Drive traffic to site using Google search and see how deep into a registration process customers are willing to go through
Pivot ExampleRobotic Weeding
Talked 75 Customers in 8 Weeks
Our initial plan
20 interviews, 6 site visits…We got OUR Boots dirty
WeedingVisited two farms in Salinas Valley to better understand problem
Interviewed:• Bolthouse Farms, Large Agri-Industry in Bakersfield• White Farms, Large Peanut farmer in Georgia• REFCO Farms, large grower in Salinas Valley• Rincon Farms, large grower in Salinas Valley• Small Organic Corn/Soy grower in Nebraska• Heirloom Organics, small owner/operator, Santa Cruz Mts• Two small organic farmers at farmers market• Ag Services of Salinas, Fertilizer applicator
MowingInterviewed:• Golf: Stanford Golf course • Parks: Stanford Grounds Supervisor, head of maintenance and
lead operator (has crew of 6)• Toro dealer (large mower manufacturer) • User of back-yard mowing system• Maintenance Services for City of Los Altos• Colony Landscaping (Mowing service for stadiums)
Autonomous Vehicles for Mowing & Weeding
We reduce operating cost- Labor reduction- Better utilization of assets (mow or weed at nights)- Improved performance (less rework, food safety)
Mowing- Owners of public or commercially used green spaces (e.g. golf courses)- Landscaping service provider
Weeding- Farmers with manual weeding operations
Dealers sell, installs and supports customer
Co. trains dealers, supports dealers
- Mowing Dealers- Ag Dealers
- Innovation- Customer Education- Dealer training
Dealer discount COGS seek a 50-60% Gross MarginHeavy R&D investment
- Dealers (Mowing and Ag)- Vehicle OEMs (John Deere, Toro, Jacobsen, etc)
- Research labs
Asset saleOur revenue stream derives from selling the equipment
Engineers on Autonomous vehicles, GPS, path-planning
Found weeding in organic crops is HUGE problem; 50 - 75% of costs
Crews of 100s-1000
Back-breaking task
(legal) labor harder to get
1-5 weedings per year/field
$250-3,500 per acre and increasing
Food contamination risk
Autonomous vehicles WEEDING
We reduce operating cost- Labor reduction (100 to 1)- Reduced risk of contamination- Mitigate labor availability concerns
- Low density vegetable growers- High density vegetable growers- Thinning operations- Conventional vegetables
Dealers sell, installs and supports customer
Co. trains dealers, supports dealers
- Ag Dealers- Ag Service providers
- Innovation- Customer Education- Dealer training
Dealer discount COGS seek a 50-60% Gross MarginHeavy R&D investment
- Ag Dealers- Ag Service providers
- Research labs
Asset saleOur revenue stream derives from selling the equipment
Engineers on Machine VisionTwo problems:- Identification- Elimination
1 Week – 1 CarrotBot
Confidential
CarrotBot
» Machine Vision data collection platform˃ Monochrome & Color Cameras˃ Laser-line sweep (depth
measurement)˃ Encoders (position/velocity)˃ Onboard data acquisition & power
CarrotBot 1.0
The Canvas Updated
•Research Labs•Equipment Manufacturers•Distribution Network•Service Providers
•Technology Design•Marketing•Demo and customer feedback
•Cost Reduction•Remove labor force pains•Eliminate bio-waste hazards
•IP – Patents•Video Classifier Files•Robust Technology
•Farming conventions.•Demo, demo, and demo!!•Proximity is paramount
•Organic Farmers•Weeding Service Providers•Conventional Farmers
•Dealers•Direct Service•Indirect Service• … then Dealers
•Asset Sale•Direct Service with equipment rental•… then Asset Sale
Value-Driven
Visit Highlights
Above: Organic Carrots, 7wks. Top right: Conventional carrotsBottom Right: Very weedy. Will require multiple passes of hand weeding
Visit Highlights
Carrot vs. WeedsDue to small root systems, carrots have no chance against weeds
Visit Highlights
Organic Broccoli, closely cultivated. Weeds close to plants are hand-picked
Visit Highlights
State of the Art in Weeding Technology for Organic Crops
Customer Hypothesis
Us Dealer
Large Growers
Industrial Growers
Us Dealer
Industrial Growers
Large Growers
Service Providers
Equipment Rental
Hypothesis Confirmed• Growers interested in own equipment
• Industrial (10,000s of acres) • Large (1,000s of acres)• Willing to pay $100k for one
unit
• Smaller growers (100s of acres) usually subcontract the labor services or rent equipment
• All purchases through local dealers• Customer service is essential
Pre-Test
Post-Test
Customer Map #1 – Industrial Growers
End User
Influencer
Recommender
Decision Maker
Approver
Example: Bolthouse Farms – Large Industrial Carrot Producer – 8K acres/yr
• Equipment Operator
• Director, Ag Technology• Justin Grove, interviewed
• VP, Growing Operations
• CFO, CEO (Jeff Dunn)
• Local Farm Mgr• Cliff Kirkpatrick, visited
Equipment Operator
Cliff, Farm Mgr
Customer Map #2 – Service Providers
End User
Influencer
Recommender
Decision Maker & Approver
Example: Ag Services – Service Provider, Salinas Valley
• Equipment Operator
• Service Mgr
• ?? (service mgr’s boss)
Me (left), Marty (middle, Service Mgr), Doug (right, Grower)
• Grower
The Canvas Updated
•Research Labs•Equipment Manufacturers•Distribution Network•Service Providers
•Technology Design•Marketing•Demo and customer feedback
•Cost Reduction•Remove labor force pains•Eliminate bio-waste hazards
•IP – Patents•Video Classifier Files•Robust Technology
•Farming conventions.•Demo, demo, and demo!!•Proximity is paramount
•Mid/Large Organic Farmers•Agricultural corporations•Weeding Service Providers
•Mid/Large Conventional Farmers
•Direct Service•Indirect Service• … then Dealers
•Direct Service with equipment rental•($1,500/d; 120d/yr )•Low density: $1,500/d•High density: $6,000/d
Value-Driven
World Ag Expo:The need is real and wide spread
» 10+ interviews at show˃ Everyone confirmed the need˃ Robocrop, UK based, crude
competitor sells for $171 K
» Revenue Stream˃ Mid to small growers prefer a
service˃ Large growers prefer to buy, but
OK with service until technology is proven
˃ Charging for labor cost saved is OK, as we provide other benefits (food safety, labor availability)
The Business Canvas Updated
•Research Labs•Equipment Manufacturer•Distribution Network•Service Providers• 2 or 3 Key Farms
•Technology Design•Marketing•Demo and customer feedback
•Cost Reduction•Remove labor force pains•Eliminate bio-waste hazards•IP – Patents
•Video Classifier Files•Robust Technology
•Farming conventions.•Demo, demo, and demo!!•Proximity is paramount
•Mid/Large Organic Farmers•Agricultural corporations•Weeding Service Providers
•Mid/Large Conventional Farmers
•Direct Service•Indirect Service• … then Dealers
•Direct Service with equipment rental•Low density: $1,500/d•High density: $6,000/d
Value-Driven• R&D• Bill of Materials• Training & Service• Sales
Autonomous weeding - Final
We reduce operating cost- Labor reduction (100 to 1)- Reduced risk of contamination- Mitigate labor availability concerns
- Low density vegetable growers- High density vegetable growers- Thinning operations- Conventional vegetables
Direct- Provide high quality service at competitive price
Direct - Alliance with service providers- Eventually sell through dealers
- Innovation- Customer Education- Dealer training
Costs for service provisionCOGS seek a 50-60% Gross MarginHeavy R&D investment
- Ag Service providers
- Research Institutes (eg UC Davis, Laser Zentrum Hannover)
- 3-4 key farms
Service provision- Charge by the acre with modifier according to weed density - Eventually move to asset sale
Engineers on Machine VisionTwo problems:- Identification- Elimination
The Business Canvas Final
Market Type
Definitions: Four Types of Markets
» Clone Market˃ Copy of a U.S. business model
» Existing Market˃ Faster/Better = High end
» Resegmented Market˃ Niche = marketing/branding driven˃ Cheaper = low end
» New Market˃ Cheaper/good enough, creates a new class of product/customer˃ Innovative/never existed before
Clone Market
Existing Market Resegmented Market
New Market
Market Type determines: Rate of customer adoption
Sales and Marketing strategies Cash requirements
Market Type
Existing Resegmented New
Customers Known Possibly Known Unknown
Customer Needs
Performance Better fit Transformational improvement
Competitors Many Many if wrong, few if right
None
Risk Lack of branding, sales and distribution ecosystem
Market and product re-definition
Evangelism and education cycle
Examples Google Southwest Groupon
Market Type - Existing
» Incumbents exist, customers can name the mkt» Customers want/need better performance» Usually technology driven
» Positioning driven by product and how much value customers place on its features
» Risks:˃ Incumbents will defend their turf˃ Network effects of incumbent˃ Continuing innovation
Market Type – Resementing Existing
» Low cost provider (Southwest)» Unique niche via positioning (Whole Foods)
» What factors can:˃ you eliminate that your industry has long competed on?˃ Be reduced well below the industry’s standard?˃ should be raised well above the industry’s standard?˃ be created that the industry has never offered? (blue ocean)
Market Type – New
» Customers don’t exist today» How will they find out about you?» How will they become aware of their need?» How do you know the market size is compelling?
» Which factors should be created that the industry has never offered? (blue ocean)
Homework
» What were your value proposition hypotheses? » What did potential customers think about your
value proposition hypotheses?˃ Get out of the building and begin to talk to more customers˃ Talk to 10-15 customers more ˃ Follow-up with Survey Monkey (or similar service) to get more data
» Submit interview notes, present results in class.» Update Google Group with progress customers
and value prop