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LEAN SERVICE CREATION OUR SECRET INGREDIENT
Hanno Nevanlinna @HannoNevanlinna
LEAN SERVICE C
REATION
LEAN SERVICE C
REATION“The era of separating traditional industries
and technology industries is over—and those who fail to adapt right now will soon find themselves obsolete.” – Forbes.com
Now every company is a software company
http://www.forbes.com/sites/techonomy/2011/11/30/now-every-company-is-a-software-company/
YOU CAN’T PLAN THE DIGITAL FUTURE, YOU NEED TO BUILD IT.
AND AS YOU CAN’T KNOW WHAT YOU NEED TO BUILD YOU NEED TO >> EXPERIMENT >> FAIL FAST & MAXIMIZE LEARNING
YOU NEED A NEW COMPANY CULTURE.
HOW
CHANGING LEADERSHIP MODEL’S IS HARD. USING NEW WORK PROCESS'S IS EASY.
SMALL GROUPS OF PEOPLE + CHANGE IN DAILY WORK METHODS = PERMANENT CHANGE + TRANSPARENCY =
BEGINNING OF COMPANY CULTURE CHANGE
THREE WAYS FORWARD: CRASH COURSE FOR INTRODUCTION (1 DAY 5990€) CO-CREATION PROJECT (5 DAYS) LSC TRAINING & CO-CREATION (20 DAYS + )
WHAT
LEAN SERVICE C
REATION
BUILD
MEASURE
LEARN
LEAN SERVICE C
REATION
COMBINATION OF
Design thinking Agile development
Lean startup
LEAN SERVICE C
REATION€
SERVICE VISION SPRINT
TEAM : Business / Technology
Design / End-Users
BUSINESS NEED
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE VISION
MVP TO
LAUNCH
LEAN SERVICE C
REATION
0 Immersion 1 Insights 2 Ideation 3 Business planning 4 Service design 5 Prototyping 6 MVP & analytics
Chosen topics & people
LSC program
1
Cultural change
Cul
tura
l ch
ange
Cultural change
0
1
2
3 4
5
6
Cultural change + new concepts, products, product launches
CONCRETE WORK
WHAT ARE WE SOLVING? WHERE ARE WE AIMING?
IMMERSION - To know where you are and to build on top of others work. : :
Customers Competitors
Competitors Domestic & Global:
Hottest start-ups:
How could current business be disrupted:
Hot names:
Inspiring services:
Public debate around the topic:
LEAN SERVICE CREATION
BUILD ON OTHERS WORK
SEGMENTATION - Choose who you aim to serve.
Why/why not?
Main segment?
Segment name:
Why/why not?
Main segment?
Segment name:
Why/why not?
Main segment?
Segment name:
LEAN SERVICE CREATION
Problem assumed to be worth solving:
Description:
Problem assumed to be worth solving:
Description:
Problem assumed to be worth solving:
Description:
WHO ARE OUR USERS?
INTERVIEWING THE USERS
What does sheSay?
What does sheNeed?
I need coffee!
Energy?Caffeine?
Is it a habit?Socialize?
Break?
BRAINSTORMING
CONCEPT AND VALUE PROPOSITION
Insert concept sheet here:
Insert concept sheet here:
Insert concept sheet here:
Pain relievers
Gain creators Products & services
Gains
Pains Customer jobs
Value proposition:
Pain relievers
Gain creators Products & services
Gains
Pains Customer jobs
Value proposition:
Pain relievers
Gain creators Products & services
Gains
Pains Customer jobs
Value proposition:
LEAN SERVICE CREATION
VALUE PROPOSITION
FIRST PROTOTYPE TO TEST THE VALUE PROPOSITION
FAKE ADVERTISEMENT - The value proposition prototype
FAKE
IT T
ILL
YOU
MAK
E IT
.
Picture
Headline Copy
Caption
The first prototype to measure actions in solution interviews.
• Is it clear and focused?
• Is it written in consumer language?
• How is it inspirational? Does it generate emotion? What is it that would motivate people about this proposition?
• Is it fact based?
• Will it make the target consumer react because it has touched a nerve and is relevant?
• Does it really stand out? Is it different? What key elements are different? (Simplicity, price, looks…)
• What are the proof points that back up the value prop and give substance to the proposition?
• Does it fit with your brand?
• Does it address the agreed business objective?
• Is it actionable and does it lead to inspiring and differentiated communication?
ADVERTISEMENT THE FIRST PROTOTYPE
FAKE
LEAN SERVICE CREATION
VERIFYING THE SOLUTION WITH USERS
€ BUSINESS MODEL & MARKET SIZE - Making sure there is the business
Who pays whom? How much?
What is the revenue model?
How are customers paying today? How much?
Cost structure?
Key elements for EBIT?
LEAN SERVICE CREATION
Total addressable market:
Potential target market:
1st year sales:
Plan for 1st month sales: How much? How? To whom? Who?
“SHOW ME THE MONEY”
BUILDING MARKETING INSIDE THE PRODUCT
CUSTOMER ENGAGEMENT- How do we make people advocate the service
Key activities: What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams?
Key resources: What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams?
Key partners: Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform?
LEAN SERVICE CREATION
LOVE THE PROBLEM NOT THE SOLUTION
DETAILED LANDING PAGE + WIRE FRAMES.
DETA
ILED
C
ONC
EPTI
NG
CONCEPTING - Looking at the details..
[Insert landing page proto here]
STEPS
Wireframes:
BEFOREHAND USING THE SERVICE AFTER USE NOTICE, UNDERSTAND, BE TRIGGERED DECIDE TO USE, FIRST USE, HELP WITH PROBLEMS RELATIONSHIP BUILDING, STIMULATING RE-USE
SUPP
ORT
EXTERNAL PROCESS What happens in the ecosystem?
FRO
NT O
FFIC
E
ACTIVITY What happens here?
BAC
K ST
AGE
INTERNAL PROCESS What do your employees or system do behind the scenes?
SERVICE BLUEPRINT
LEAN SERVICE CREATION
TOUCH POINT What do the user and employee use for this?
USER
ACTIVITY What does the user do in this step?
EXPERIMENTING - Finding the answers before building it..
OUR MAIN ASSUMPTIONS
DO YOU THINK? DO YOU KNOW? DID YOU CHECK?
HOW TO EXPERIMENT SUCCESS CRITERIA KEY FINDINGS
IF TH
E C
ONC
EPT/
BUSI
NESS
WO
N’T
WO
RK IT
FAILS
DUE
TO
:
LEAN SERVICE CREATION
KNOWING WHAT WE DON’T KNOW.
WHAT IS THE MINIMUM YOU NEED TO BUILD TO SEE IF PEOPLE WILL LOVE IT?
ANALYTICS TO MAKE SURE WE KNOW WHERE TO DO BETTER AND TO MAKE OUR WORK TRANSPARENT.
WHAT TO MEASURE - MVP is out. What to measure to make it rock.
VALUE PROPOSITION
LEAN SERVICE CREATION
[Insert metrics here] [Insert user problem here]
SERVICE METRICS
[Insert metrics here] [Insert main service elements]
BUSINESS
[Insert metrics here] [Insert our business Problem/goals here]
!
€
WHAT NEEDS TO HAPPEN TO GET THE FIRST VERSION OUT.
SERVICE VISION SPRINT
TEAM : Business / Technology
Design / End-Users
BUSINESS NEED
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE VISION
MVP TO
LAUNCH
LEAN SERVICE C
REATION
Constantly Visible & Tangible Goal
Constant Feedback
Meaningful and motivating
work. >>
Small Steps
BUILD
MEASURE
LEARN
