using the lean startup method for an internet broker in the … · using the lean startup method...
TRANSCRIPT
![Page 1: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/1.jpg)
Fakultät für Informatik Technische Universität München
Using the lean startup method for an internet broker in the recycling industry Master Thesis
1
Stefan Weymann Software Engineering betrieblicher Informationssysteme (sebis) Prof. Dr. Florian Matthes wwwmatthes.in.tum.de
2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry © sebis
![Page 2: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/2.jpg)
Agenda
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 2
1. Research question and method
2. Lean startup method
3. Idea
4. Team
5. Implementation
5.1 What already happened
5.2 Current state
5.3 Next steps
5.4 Measure
5.5 Learn
6. Timetable
![Page 3: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/3.jpg)
Research question and method
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 3
Question Using the lean startup method for an internet broker in the recycling industry àIs the lean startup method suitable to build up an internet broker in the recycling industry?
Method Participant observation àresearcher gets part of the observed “culture”
![Page 4: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/4.jpg)
„Lean Startup“ is a largely theoretical methodology for developing businesses and products first proposed in 2011 by Eric Ries. (Wikipedia.org)
Lean Startup Method
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 4
Validated learning
Start
Minimum viable product (MVP)
![Page 5: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/5.jpg)
Idea
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 5
Consumer
Recycling retailer
Recycling wholesaler Metal factory
Producer
Where we come in
Producer Wholesaler/Retailer Consumer
Recycling industry Retail industry
Broker/ Affiliates
![Page 6: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/6.jpg)
Idea
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 6
Consumer Schrott-Deal.de
Recycling Retailer
• Has recycling necessity
• Wants an easy and cheap recycling solution
• Uses the internet to find offers
• Has a good website for easy and cheap recycling solutions
• Has a high visibility in the internet
• Is an agency with solutions for many recycling problems
• Earns by commission for mediation
• Is the expert in the operative recycling process
• Has limited (online) marketing skills
• Gets its orders from Schrott-Deal.de
![Page 7: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/7.jpg)
Hesham Ghandour Savas Hobelsberger Stefan Weymann
About Student Computer Science Did already own web projects
Works as managing clerk at a recycling retailer
Student TUM-BWL Major: Marketing/Computer Science Worked in E-Commerce
Responsibilities Website creation IT-process creation
Customer service Order handling
Online marketing Management of the company
Team
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 7
![Page 8: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/8.jpg)
• What already happend
Implementation
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 8
Initial Phase
• Team building
• Pre establishment activities
• Initial website creation (MVP)
![Page 9: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/9.jpg)
• Current state
Implementation
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 9
![Page 10: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/10.jpg)
• Next steps
Implementation
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 10
Build
Measure Learn www.schrott-deal.de
B
A
50 %
50 %
A/B Test Validated learning
![Page 11: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/11.jpg)
• Measure
Implementation
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 11
• Google Analytics • Visitors, New Visitors
• Google Adwords • Impression, Klicks, CTR, CPC
• Intern Data • Orders, Revenue
• SEO Tools • Search volume per keyword, page performance competicion
![Page 12: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/12.jpg)
• Learn
Implementation
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 12
First learning's:
Observation Learning Web form is rarely used àCustomers call instead
Improve website to increase online orders
No orders on the weekend
Optimize SEA Campaign
Average CPC is too high
Switch to more SEO
Internal processes are not optimal Create Administration Tool
![Page 13: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/13.jpg)
Timetable
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 13
15.06.2013 15.12.2013 Start End
22.07.2013 Inaugural presentation
Writing the thesis
November 2013 Final presentation
![Page 14: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/14.jpg)
Questions
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 14
Stefan Weymann [email protected] www.schrott-deal.de
![Page 15: Using the lean startup method for an internet broker in the … · Using the lean startup method for an internet broker in the recycling industry Master Thesis 1 ... (MVP) Idea 2013-07-22](https://reader034.vdocuments.net/reader034/viewer/2022052006/601a810f8afb79221d498e87/html5/thumbnails/15.jpg)
Picture
§ Slide 2: http://radbusinessassociation.files.wordpress.com § Slide 3:http://pablopeyrolon.net § Slide 3: http://csn-deutschland.de § Slide 4: http://nemonics.files.wordpress.com/ § Slide 7: own pictures § Slide 8: http://psmintura.files.wordpress.com/ § Slide 8: http://bestatterweblog.de/ § Slide 8: http://xyzuniversity.com/ § Slide 9: http://schrott-deal.de § Slide 11: http://xfep.com/ § Slide 14: http://suchthaufen.net/
Sources
© sebis 2013-07-22 – Stefan Weymann – Using the lean startup method for an internet broker in the recycling industry 15