nexttalk: venture design- determining success
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TRANSCRIPT
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Copyright 2013 Cowan Publishing
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Design ThinkingLean StartupCustomer Dev.Agile
} BIG VOID { Actual Practice
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~ POOR VISIBILITYX LACK OF TOOLSX OUTCOMES VS. OUTPUTX DISINTEGRATED
APPROACH
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Business ModelCanvas
Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Product & Promotion
User StoriesTest Cases
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
Foundation in Design Thinking
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VENTURE/PROJECT DESIGN
Foundation in Design Thinking
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Design Thinking
And Now
SurvivalBack Then
DESIGN THINKING
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Empathy
DESIGN THINKING
Creativity
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DESIGN THINKING- APPLICATIONS
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Entry1
Urinate as they go2
Edges preferred3
Speedy4
PB > cheese5
Empathy
DESIGN THINKING- APPLICATIONS
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Check & Repair
UV Validation
Relevant Placement
A Better Mouse Trap
Powered by Better Bait
Creativity
1
2
3
4
5
DESIGN THINKING- APPLICATIONS
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VENTURE/PROJECT DESIGN - PERSONAS
Personas Foundation in Design Thinking
Personas Problem ScenariosAlternativesYour Value Propositions
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DESIGN THINKING - PERSONAS
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DESIGN THINKING - PERSONAS
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•Women•Age 28-45•Have kids•Socialize with other mom’s•Online with Facebook•86% said they’d like to be more organized•70% said they’d use an application that organizes them
DESIGN THINKING - PERSONAS
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DESIGN THINKING - PERSONAS
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Mary is a mom by choice. She had a successful career in accounting, but welcomed the opportunity to be a stay at home mom. She loves it. But it’s not like having kids purged her creative, social instincts. She wants to connect, she wants to learn, she wants to interact. Being a mom is a job and she wants to do it well. That means corresponding with other mom’s on relevant topics and keeping the family calendar in ship shape. She posts to Facebook at least twice a week and responds to other moms’ items more often than that.
For household stuff, Costco is the go-to place, but she’ll pick up fresh items at the farmer’s market when it’s up and splurge at Whole Foods when they’re having company.
Mary the MomDESIGN THINKING - PERSONAS
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END USER PERSONASRita the Reseller
Orson the Office Mgr.
Ignatius the IT Guy
Rhonda the Receptionist
Susan the Small Bus. Owner
Keith the Key System User
Amy the Assistant
Simone the Standard User
Chuck the Call Center Agent
Esteban the Executive
Mikuko the Mobile User
Cindy the Call Center Manager
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ENTERPRISE PERSONAS
Nietzsche the Network Eng.
Paola the Provisioner
Sidney the Sys. Admin.
Percival the Product Manager
Sven the Salesperson
Anthony the Applications Eng.
Itzhak the IT Developer
Frank the Field Eng.
Sam the Support Eng.
Saul the Site Developer
Fritz the Field Eng. Manager
Bruce the Business Owner
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YOUR VALUE PROPOSITIONS!
ALTERNATIVE(S)?
PROBLEM SCENARIOXDESIGN THINKING - PERSONAS
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MARY THE MOM
About: Mary the mom. . . [Describe like your friend or the beginning
of a short story. What kind of shoes does she wear?]. . .
Thinks: . . .
Sees: . . .
Feels: . . .
Does: . . .
1. List at least 3 personas2. More time? Describe as much as you can the items below. (5 min)
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DESIGN THINKING - USING PERSONAS
Personas Problem ScenariosAlternativesYour Value Propositions
MAKINGSTUFF
SELLINGSTUFF
Who’s buying?
Where?
Why?
What does the user actually do?
Who are we selling to?
Where do we reach them?
With what proposition?
What does the user (most) want?
Personas Foundation in Design Thinking
Personas Problem ScenariosAlternativesYour Value Propositions
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MVP
DESIGN THINKING - CREATING PERSONAS
Tell me about yourself.What do you do? How often?How does it make you feel?
Interviews
AdWords, etc. + Landing Page Tests
Real-Time Analytics & Recording
Minimum Viable Product
What language, propositions resonate? What is the customer prepared to do?
What do users actually do?
Do customers like it? Buy it? Use it? Tell others about it?
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Who is the buyer? User? What problem(s) are you solving?
PersonasProblem Scenarios
What’s the business?
Positioning Statement,Business Model Canvas
What has to happen?
Lean Startup-Style Assumptions
What economics and requirement for cash?
Lean Financial Model
What’s the operating environment like?
Five Forces Analysis
Pitch Deck (coming soon)
I need a compact overview
I’m going to a bank, traditional investor
Business Plan
I need to present financial (tax, financiers).
Income Statement, Statement of Cash Flows, Balance Sheet
Operational Stack Presentation StackVENTURE DESIGN STACK
Corp. WebsiteI need to communicate [various items in Ops Stack]
What are we building? Why?
User Stories Wireframes/Prototypes
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BUSINESS MODEL CANVAS
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BUSINESS MODEL CANVAS
ValuePropositions
CustomerSegments
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BUSINESS MODEL CANVAS
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BUSINESS MODEL CANVAS
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BUSINESS MODEL CANVAS
ValuePropositions
CustomerSegments
CustomerRelationships Channels
KeyActivities
KeyResources
KeyPartnerships
CostStructure
RevenueStreams
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VENTURE/PROJECT DESIGN
Personas Foundation in Design Thinking
Personas Problem ScenariosAlternativesYour Value Propositions
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
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PLANNING
!5,000,000%
0%
5,000,000%
10,000,000%
15,000,000%
20,000,000%
25,000,000%
30,000,000%
35,000,000%
40,000,000%
45,000,000%
2012% 2013% 2014% 2015% 2016% 2017% 2018% 2019% 2020%
Revenue%
Expense%
EBITDA%
Five Year Plan
Then
LeanManagement
Now
6.a PIVOTexperiments disprove hypothesis
01 IDEA!
02 HYPOTHESIS
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
05 PIVOT OR PERSEVERE?
6.b PERSEVERE
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PLANNINGPLANNING WITH LEAN STARTUP
Do I have real evidence from my buyer that this is compelling?
01 IDEA!
What are the key assumptions required to make this business work?
02 HYPOTHESIS
How do I definitely prove or disprove the assumptions with a minimum of time and effort?
03 EXPERIMENTAL DESIGN
04 EXPERIMENTATION
Am I reacting or am I focused on validating my pivotal assumptions?
‘Pivot or persevere?’
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Priority Key Assumption Needs Proving? Experimentation
1 [A key assumption about the business]
[Whether it needs proving [Experiment to
prove or disprove]
1Parents want to organize the distribution of allowances with an app
Yes* Post the proposition in ads online* Measure sign-up’s on a landing page
2 Parents want to link allowances to chores Yes * Show prototypes with choices
* Test in beta
2 Parents have smart phones No n/a
PLANNING WITH LEAN STARTUP
Focus on strategic, pivotal assumptions
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PLANNING WITH LEAN STARTUP
Crossing t’sDotting i’s
Doesn’t matter unless it helps prove (or disprove) your pivotal assumptions
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PLANNING WITH LEAN STARTUP
Subject all your activities + metrics to that litmus test.
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CONCIERGE MVP AND LEAN STARTUP
Get paid for customer discovery.
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Priority Key Assumption Needs Proving? Experimentation
1 [A key assumption about the business]
[Whether it needs proving [Experiment to
prove or disprove]
1Parents want to organize the distribution of allowances with an app
Yes* Post the proposition in ads online* Measure sign-up’s on a landing page
2 Parents want to link allowances to chores Yes * Show prototypes with choices
* Test in beta
2 Parents have smart phones No n/a
PLANNING WITH LEAN AT LARGE
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VENTURE/PROJECT DESIGN
Personas Foundation in Design Thinking
Personas Problem ScenariosAlternativesYour Value Propositions
Lean at LargeExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
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PLANNING WITH LEAN AT LARGE
Let’s not argue.
Let’s assume.Then test.
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PLANNING WITH LEAN AT LARGE
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“Parents want to better organize the distribution of allowances”
Priority: [1 for existential; 2+ for others]
Needs Proving?: [yes or no]
Experimentation: [how will most quickly, cheaply prove or disprove]
* Bonus Question: How do these relate to your personas?
1. List at least 3 assumptions2. Note as much as you can on experiments (5 min)
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DESIGN THINKING - STORYBOARDS
BEFORE
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DESIGN THINKING - STORYBOARDS
AFTER
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DESIGN THINKING- STORYBOARDSLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec feugiat magna erat, eget mattis turpis bibendum in. Curabitur eget adipiscing dolor. Morbi cursus luctus rhoncus. Cras sagittis cursus libero sit amet ullamcorper. Phasellus vitae consequat enim. Vivamus in tortor sit amet nibh molestie tristique sed vel neque. Nunc sed dictum ligula. Quisque sollicitudin neque mauris, at vulputate odio fringilla ut. Pellentesque mattis at risus et volutpat. Nunc tristique adipiscing neque vel ornare. Donec a pretium metus, vitae adipiscing augue. Morbi ac suscipit tellus. Vestibulum gravida molestie est vel vehicula. Phasellus eleifend nisi cursus nunc facilisis egestas.
Aliquam venenatis et libero commodo convallis. Donec accumsan elit non turpis pulvinar, id sodales purus blandit. Phasellus tristique fermentum nunc in feugiat. Maecenas eget varius est, id malesuada est. Fusce vitae nunc purus. Nam vehicula eros vitae sapien scelerisque auctor. Maecenas et justo ac libero dictum dapibus. Etiam volutpat erat eget ante ullamcorper placerat. Maecenas convallis massa aliquam ullamcorper posuere. Phasellus nulla est, rhoncus blandit dapibus sit amet, facilisis at orci. Nulla facilisi. Maecenas ultrices justo quis nibh sagittis tempor. Pellentesque id semper turpis.
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A I D AOR
ttentionnterestesirectionnboardingetention
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ORGANIZATION
==
ApingThen
Customer Development
Now
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CUSTOMER DEVELOPMENT
MVP
Nascent
Product-Market Fit(?) Scale
PIVOTALASSUMPTIONS
PRODUCT
ORG.
PARTNERS,CHANNELS
Founders
N/A
Probably too soon
Test, revise, test...
MVP
Customer dev. team
Probably too soon
Validated- now tactical
Focus: efficiency, extension
Full functional organization
Yeah, maybe?
Validated- now tactical
What would a startup do??
Scalable organization
Yeah, definitely!
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Business ModelCanvas
Copyright 2013 Cowan Publishing
VENTURE/PROJECT DESIGN
Personas Foundation in Design Thinking
Personas Problem ScenariosAlternativesYour Value Propositions
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
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Specialties
(VA
RIO
US
) D
ES
IGN
UN
IX S
YS
AD
MIN
RU
BY
PY
TON
JAVA
PH
P
. . .
. . .
. . .
SE
O
AN
ALY
TIC
S
. . .
(VA
RIO
US
) M
GM
T.
. . .
Copyright 2013 Cowan Publishing
Basic Technical
LiteracySOFTWARE
FUNDAMENTALSModel-View-Controller
ARCHITECTURE FUNDAMENTALS
App. & Platform Integration
ROLES & SYSTEMS
In a Technical Team
Stories
Personas
Development Discussion
Foundation Concepts
ITERATIVEMANAGEMENT
DESIGNTHINKING
CUSTOMERDEVELOPMENT AGILE
Collaboration AGILEAs Product Owner
PROFESSIONAL DEVELOPMENT
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DEVELOPMENT
WaterfallThen
AgileNow
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VENTURE/PROJECT DESIGN
Business ModelCanvas
Product & Promotion
User StoriesTest Cases
ExperimentLearn
Hypothesize
Lean Startup-
Style Assumptions
Foundation in Design Thinking
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IndividualsInteractions
> ProcessesTools
Working software
Comprehensive Documentation>
Customer collaboration
Contract negotiation>
Responding to change
Following a plan
>
AGILE FOUNDATIONS
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Drafting Stories
PERSONAS
STORIES
Epic Stories
Stories
Test Cases
“As a [persona], I want to [do something] so that I can [derive a benefit]”
AGILE USER STORIES
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STORY TEST CASE
“As a receptionist I want to receive an out of the box phone
Make sure the available templates are editable in a visual environment usable by a Product ManagerAs a receptionist, I want to receive an out of the box phone
set up that’s created against best practices so I don’t have to set it all up by myself.”
Make sure it’s possible to update the template at install time
to set it all up by myself.Make sure the template designation is available in all Loki provisioning interfaces
Make sure it’s possible for the user to reset to the default template
“As a receptionist, I want to change the buttons on my phone so they do what I want.”
Make sure the available functions are filtered by the services assigned to the user
Make sure available functions are filtered based on the capabilities of the phone key
“As a receptionist, I want a custom configuration on my phone so that I can manage calls in the way I’ve come to expect.”
EPIC STORY
AGILE USER STORIES
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AGILE & LEAN
validate feature relevance with customers
Past
collaborate with development team
Present
observe and envision what’s next
Future
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FULL CIRCLE
!
THINK SEE
FEEL DO
PERSONAS
Who?
X
PROBLEMSCENARIOS
What?
USER STORIES
How?
VALUE PROPOSITIONS & ASSUMPTIONS
What if?
!PRODUCT & PROMOTION
Pivot?
/WIREFRAMES/PROTOTYPES
How?
..Scale?
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BUY THE BOOKA practical primer for anyone wanting to actually implement today’s best practices in product development (available online or at any major retailer)
VISIT THE SITEFree talks, tutorials, and resources for product development and new ventures.
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@cowanSF
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