the beall business innovation workshop - session 1
Post on 09-May-2015
338 Views
Preview:
TRANSCRIPT
produced by
TeamShervin Talieh - Drumbi, Version Zero Labs, OC Tech Startup
Format
2
produced by
Melinda Kim - Aspirely, OC Tech Startup
Charlie Baecker - UCI, The Don Beall Center for Innovation & Entrepreneurship
4-part series, hands-on, no bullshit, discussion based
Connecting#innovateuci@calitalieh @melindapkim
Forward
3
“As disruption occurs, it commoditizes a layer in the stack, so what used to be a high value-added activity that was very profitable and others couldn’t replicate, now becomes cheap and easy and anyone can do it. It used to be that news and information was one of those layers in the stack — no one could play that game like the New York Times… but now everyone has access to more information than they could possibly use.”
- Clay Christensen
produced by
Workshop Thesis
4
We are entering an economic cycle of growth and expansion. The ability to innovate is what will separate the winners from the losers, the “good idea” from the killer product.
produced by
Which One Are You?
5
produced by
Startups are not smaller versions of big companies. They innovate, or die.
Startups Enterprise
Two Categories - Which One Are You Focused On?
• Product• New Offering• Partnership• Rebranding
6
• Process• Business Model• Incentives• Training
produced by
Two “Faces” External Internal
“how” “what”
7
Success is the silent killer of
innovation. Automation, “group think”, conventions and conformity are the instruments of
death. High revenues and margins kills
hunger, and attracts the hungry.
produced by
0
25
50
75
100
Idea Launch Success Scale
Revenue Velocity
What Kills Innovation?
Achilles Zone
8
The most successful
companies keep the pace of innovation
constant, while commodotizing their own cash-
cows. This results in a shorter, smaller
window for external forces to impact the
business.
produced by
0
25
50
75
100
Idea Launch Success Scale Reinvent Relaunch
Revenue Velocity
Controlling the Disruption
Controlled Disruption
• My idea is priceless
• I don’t know where to begin
• I can’t show it anyone...it’s not ready
• I just need $$$$
• I just need a meeting with Sequoia
• I need a technical cofounder/developer/designer/business
person
Startup Founder’s Perspective
9
produced by
Enterprise CXO’s Perspective
10
produced by
• This would never work at our company
• You don’t understand our industry/customers/people
• We can’t stop our business to make these changes...it’s not
a good time
• That’s now how we do it here
This Stuff Doesn’t Matter (much)...in the Short-Term
✓ BUSINESS PLAN & DETAILS ✓ COMPETITION
✓ PRODUCT OR COMPANY NAME
✓ URL
11
produced by
✓ COMPANY STRUCTURE
✓ $$$$$$
✓ PATENTS/IP
✓ TEAM & RESOURCES
✓ ADVANCED/PERFECT PLANNING
Validating a key assumption which could otherwise prove fatal, by pulling “risk forward”
12
produced by
So...What Does Matter?
The Old Way - Waterfall, “Idea’s Are King”
13
produced by
!I"have"an"idea…" I"have"a"
sustainable"solu1on"
RESEARCH
MARKETING
SALES
$$$$$
$$$$$
$$$
The New Way - Kill Fast, “Velocity is King”
14
produced by
the$goal$ is$ to$get$ to$ this$point$as$quickly$and$efficiently$as$possible$
!I"have"an"idea…" I"have"a"
sustainable"solu1on"
15
produced by
5"1"
Start"(“I"have"an"idea!”)
2" 3" 4"
What"type"of"idea"is"it?"
■ brand"spanking"new!"
■ a"beBer"mousetrap"
■ new"product/service"
■ internal"innovaHon"
What"are"the"risks?"
! building"it"(technology,"complexity)"
! selling"it"(business"model,"distribuHon)"
! geKng"people"to"use"it"(users,"customers)"
Create"a"test/hack!"
! focus"on"high"impact"risks"first/only"
! create"1"or"more"tests"
! run"the"test"
! collect"data"
! go"back"to"step"3"
Finish"I"have"a"sustainable…"
! business,"or"
! new"product/service,"or"
! process"improvement"
The Process
Examples of Key Assumptions
16
produced by
Startups Enterprise
‣ People will want it
‣ We can build it
‣ It’s sustainable
‣ Our customers will buy it
‣ It wont kill our brand
‣ We can adapt
17
produced by
Idea Key Assumption/Risk
JetBlue Employee Retention Program
employee adoption
AirBnB trust
Uber ???
Netflix Streaming Service ???
Tests & Hacks
18
produced by
➡ Restauranteurs will use food-trucks to test concepts
➡ Google conducts over 1,000 live tests on Google.com
➡ Off-brand testing is common in most industries
➡ 404 error pages are not always as a result of an error
➡ Most websites and apps are doing A/B testing, live
➡ Kickstarter is primarily used to validate demand (and not simply for funding)
Fast, cheap, creative methods for testing a hypothesis
Intuition & Data
19
produced by
Intuition: Good Intuition: Bad
Data: Good 1. Confirmed intuition 2. Intuition false negative
Data: Bad 3. Intuition false positive 4. Confirmed intuition
From Quora, Joel Lewenstein
Drumbi New Product Hack
20
produced by
Key Assumption/Risk Test
Companies Want Drumbi for Support Calls
Google Form, with 3 questions, sent to a few friends, posted to Hacker News,
Facebook, LinkedIn, Twitter
We Knew Exactly What To Build
Google Form, with 3 questions, sent to a few friends, posted to Hacker News,
Facebook, LinkedIn, Twitter
We Could Sell It
Google Form, with 3 questions, sent to a few friends, posted to Hacker News,
Facebook, LinkedIn, Twitter
21
produced by
This took 3 minutes to build, and 3 clicks to share with my friends.
22
produced by
56 Responses23 LeadsClear Product DirectionFirst Integration PartnerCost $0
23
produced by
More data, using Google Surveys, to help sell our product.
24
produced by
Idea Key Assumption/Risk
Test
JetBlue Employee Retention Program
employee adoption sign-up email, landing page
AirBnB trustCraigslist email hack, paid
traffic to sign-up page
Uber ??? ####
Netflix Streaming Service
??? ####
25
produced by
Idea Assumptions/Risks
Key Assumption/
RiskTest
“glassware for men”
“new angel on home rental industry”
changing platform + improving SEO = more
online $$$
“white label photo-sharing for
professionals”
26
produced by
Tool UsageGoogle Forms survey design and data collection
Google Survey, Survey Monkey create, distribute surveys to targets
Unbounce, Mixpanel, Qualaroo A/B testing, funnel, conversion
Wordpress rapid website building
Craigslist/eBay price, demand testing
Kickstarter demand and early adopter targeting
LinkedIn/Groups/InMail demand testing
Hootsuite, Buffer, Bitly demand testing, referral traffic testing
3D Printing prototyping
YouTube, Facebook, Twitter Virality, content testing
UsabilityHub product usage and experience testing
Step 1: identify the risk/assumption
27
produced by
Step 2: create a hack/test
Step 3: collect data
➡ Get out of the building.
➡ Wrap data around your intuition.
➡ Fail fast. Fail cheap.
28
produced by
Pro-Tips
produced by
THANK YOU!
top related