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Beat-the-Odds Boot CampBeat-the-Odds Boot Camp Introductory Webinar January 17, 2017 Join the audio...
Transcript of Beat-the-Odds Boot CampBeat-the-Odds Boot Camp Introductory Webinar January 17, 2017 Join the audio...
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Beat-the-Odds Boot CampIntroductory Webinar
January 17, 2017Join the audio
Toll Free: 1-888-464-1607 Attendee access code: 1056413
Hosted by:Ruth Shuman, SBIR/STTR Program Director
Edmund Pendleton and Mike Abbott, NSF I-Corps
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I-Corps Story
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$7 Billion
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“How can we increase the economic impact of the research
dollars invested every year?”
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Lean LaunchPad Course
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Developed by
entrepreneurs
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Taught by
entrepreneurs
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You Promised Me Mars Colonies.Instead, I Got Facebook.
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I-Corps first program to apply lean startup principles
to complex engineering, technology, and science based
startups
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I-Corps Results
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900+ Teams*
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450+ Companies
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$100M+ Raised
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6 New Agencies
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SBIR Programs
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I-Corps the premiere federally funded innovation
and commercialization program in the US
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Beat-the-Odds Bootcampderived from same concept
…evidence based entrepreneurship.
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Why are we here?
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Our Goal
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Improve Odds
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Pick Winners
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Pick Winners
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Create More Winners
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Shift the Curve
Shift the Curve
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What will you do?
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Jump In
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30+ Interviews
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But why?
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“The first principle is that you must not
fool yourself, and you are the
easiest person to fool.”
– Richard Feynman
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“The first principle is that you must not
fool yourself, and you are the
easiest person to fool.”
– Richard Feynman
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Everyone has a plan…
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…until he gets punched in the face.”
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Search for…Problem-Solution Fit
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Problem-Solution Fit Product-Market Fit Business-Model Fit
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Search for…Product-Market Fit
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Problem-Solution Fit Product-Market Fit Business-Model Fit
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Search for…Business Model Fit
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Problem-Solution Fit Product-Market Fit Business-Model Fit
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Teaching Team
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Coaches…not Consultants
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Flipped Classroom
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Our Expectations
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How do we build a startup?
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What we Now KnowWhat we Used to Believe
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What we used to believe
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Startups are
smaller versions of large companies
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What we now know
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Startups are NOT
smaller versions of large companies
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Startups search
Companies execute
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What we used to believe
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Start with Business Plan
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No business plan survives…
first contact with customers
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Tyson’s Law
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…for startups
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Planning comes
before the plan
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The Business Model is the
Foundation of your plan…
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So we start there.
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What’s a company?
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What’s a company?A business organization that sells a product or service in exchange for
revenue and profit.
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What’s a startup?
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A temporary organization
designed to search
for a repeatable and scalable
business model
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A temporary organization
designed to search
for a repeatable and scalable
business model
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A temporary organization
designed to search
for a repeatable and scalable
business model
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A temporary organization
designed to search
for a repeatable and scalable
business model
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Startup aims to become a company
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How are companiesorganized?
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Companies are organized around Business Models
How are companiesorganized?
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What’s a Business Model?
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… how a company creates, delivers, and captures value.
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…or how a company makes money!
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The Business Model measures value to the
business.
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Business Model Canvas
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Customer Segments
Who are your most important customers?
What are their archetypes?
What job do they want you to get done for them?
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Value Propositions
What customer problemsare you helping to solve ?
What customer needs are you satisfying?
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Business Model Canvas
Through which channels (sales, distribution, support) do your customers want to be reached?
Channels
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Business Model Canvas
How will you get, keep, and growcustomers?
Customer Relationships
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Business Model Canvas
How will you make money?
What is revenue model?
What are pricing tactics?
Revenue Streams
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Business Model Canvas
Who are your Key Partners?
Who are your key suppliers?
What are you getting from them…and giving to them?
Key Partners
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Business Model Canvas
What Key Activities do you require?
• Manufacturing? • Software development? • Personal concierge
service? Etc.
Key Activities
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Business Model Canvas
What Key Resources do you require?
Financial? Physical? Intellectual property? Human resources?
Key Resources
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Business Model Canvas
What are most important costs inherent in your business model?
What is mix of fixed and variable costs?
Cost Structure
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Elements Linked
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Iterate Pivot
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Business Model Multiverse
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There are MANY potential Business Models…
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…your job is to find the optimal one given Customer
Needs and Environment
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Business Models are subject to external forces
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Business Models evolve,they are not static
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Business Model generation is anever-ending processes…
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…but for Bootcamp,focus on the customer!
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More startups fail from a
lack of customers
than from product / tech failure
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More startups fail from a
lack of customers
than from product / tech failure
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Remember the topstartup mistake…
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Building something nobody wants!
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How can you minimizethis risk?
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Get out of the building!
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Test the Problem First
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Can you identify and validate a problem or need
that enough people care about?
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…what we call finding a Problem-Solution Fit
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Value Proposition Canvas
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Value Proposition Canvas measures value to the
customer.
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Once Again
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“Can you identify and validate a problem or need in the
market that enough people care about?”
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Many startups do not adequately test the problem or
need from key customer stakeholder perspectives.
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Business Model Canvas measures value to the
business/company.
Value Proposition Canvas measures value to the
customer/person.
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Customer SegmentationValue Propositions
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Customer Segments
Who are your most important customers?
What are their archetypes?
What job do they want you to get done for them?
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Why do we group intoCustomer Segments?
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Different Customer Segments often have…
Different Business Models
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Different Customer Segments often have…
Different Business Models
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Customer Segment #1 Customer Segment #2
Customer Segment #3
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Customer Segments often have
Sub-Segments
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Hospitals
Customer Segment
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Hospitals
University Teaching Hospitals
Major (Non-University) Teaching Hospitals
Customer Sub-Segments
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Will you “re-segment” the market to find sub-segments of an initial Customer Segment…
…perhaps a niche that you can enter and own?
Primary Customer Segment CustomerSub-Segment
InitialTarget
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Not Done
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Customer Segments alsohave
Customer Types
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Customer Types
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Customer TypesRoles
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Defining Customers*
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The definition of “customer” is often quite complex…
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Who is the “customer” for a new drug?
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The person taking or receiving the drug?
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The person administeringthe drug?
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The person or group prescribing or
recommending the drug?
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What about regulators and reimbursement / payers?
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A strategic partner or acquirer of your company?
…not yet!
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Most of you have complex customer and stakeholder
ecosystems.
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Where do you start?
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Find the people!University Teaching Hospitals
• Beneficiary (Patient)
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Find the people!University Teaching Hospitals
• Beneficiary (Patient)• End User
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Find the people!University Teaching Hospitals
• Beneficiary (Patient)• End User• Decision Maker
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Find the people!University Teaching Hospitals
• Beneficiary (Patient)• End User• Decision Maker• Payer
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Find the people!University Teaching Hospitals
• Beneficiary (Patient)• End User• Decision Maker• Payer• Influencer
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Find the people!University Teaching Hospitals
• Beneficiary (Patient)• End User• Decision Maker• Payer• Influencer• Recommender
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University Teaching Hospitals
• Beneficiary (Patient)• End User• Decision Maker• Payer• Influencer• Recommender• Saboteur
Find the people!
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Customer Types
University Teaching Hospitals
• Beneficiary (Patient)• End User• Decision Maker• Payer• Influencer• Recommender• Saboteur
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Identify Key Roles in Purchase Decision
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And Finally
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Describe the Archetype (prototypical example)
for the End User, Decision Maker, and Payer.
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Depending on the Customer Segment, these roles may be
filled by…
the same person, different individuals, or even a group of
people (committee, board, etc.)
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Example Archetype – End User
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Reads Attends
Watches
Example Archetype – End User
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Describe or show a
typical purchase decision
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Example Purchase Decision
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My startup set out to change an entire industry
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End User = Steel Laborer
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Decision Maker = Project Manager
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Payer = Purchasing Director
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Saboteur = Construction Surveyor
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…typically have distinct End Users, Decision Makers, Payers, and others.
Business to Business
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Business to Life Sciences
…can get complicated
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Value Propositions
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…describe the benefits your customers derive from your
products or services.
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…describe the benefits your customers derive from your
products or services.
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Value Propositions
What customer problemsare you helping to solve ?
What customer needs are you satisfying?
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What about my idea / technology / product?
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Customers don’t care about your idea, technology, or
product…
they are trying to solve a problem or satisfy a need
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Customers don’t care about your idea, technology, or
product…
they are trying to solve a problem or satisfy a need.
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What, How, Why?
Product, Features, Value
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What?
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What?
Product
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How?
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How?
Features
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Why?
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Why?
Value
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Product Features =
Value Propositions
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…but they do deliver value.
Product Features =
Value Propositions
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Product Benefits=
Value Propositions
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Easy to use
Feature or VP?
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Easy to use
Feature or VP?
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Faster
Feature or VP?
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Faster
Feature or VP?
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Cheaper
Feature or VP?
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Cheaper
Feature or VP?
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What are some categories of Value Propositions…
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Newness
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NewnessPerformance
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NewnessPerformance
Customization
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NewnessPerformance
Customization
Design
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NewnessPerformance
Customization
Design
Get Job Done
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NewnessPerformance
Customization
Design
Get Job Done
Brand/Status
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Price
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PriceCost Reduction
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PriceCost Reduction
Risk Reduction
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PriceCost Reduction
Risk Reduction
Accessibility
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PriceCost Reduction
Risk Reduction
AccessibilityConvenience/Usability
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General Guidelines
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Specifics Matter
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Quantify Benefit
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Rank Order
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Simple Example
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Feature = Bright Colors
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Value = User Feels Cool!
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Customer Discovery
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Start Here
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State Your Guesses
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Step 1: Fill Out Value Proposition Canvas
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Get out of the building!
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Test the Problem
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focus on customer pains, desired gains, and jobs.
Identify customer problems and needs…
Test the Problem
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Wrong Customer Assumptions
Iterate and Pivot
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Wrong Value Proposition Assumptions
Iterate and Pivot
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Iterate and Pivot
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Restate Your Guesses
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Restate CS & VP Guesses
Restate Your Guesses
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Repeat as needed
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UNTIL you validate a
Problem-Solution Fit
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Fit “validated” by Customer Discovery evidence
Fit
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But Remember
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Customer Discovery is not an exact science…
Look for patterns and apply judgment when validating /
invalidating hypotheses.
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Customer Discovery is not an exact science…
look for patterns and apply judgment when validating /
invalidating hypotheses.
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Making these decisions is your #1 job as an
entrepreneur
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More interpretative than prescriptive.
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Why is this process so challenging?
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The definition of “customer” is often quite complex…
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Who really is a customer?
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Whom do I talk to?
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After validating a
Problem-Solution Fit….
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You will start testing a
the product*
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Product-Market Fit
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“Can you build and deliver a product/service that satisfies
the customer problem or need?”
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“Do the product / service features deliver value
(alleviate pain, create gain) to the customer?”
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Initial Guidelines
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Identify Primary Customer Segment (s)
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Identify Key Roles in Purchase Decision
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Stakeholders within Customer Segment
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Primary Customer Segment / Sub-Segment
• End User• Decision Maker• Payer• Influencer• Recommender• Saboteur
Customers are people.
Identify and understand the stakeholders in an purchase decision.
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Different Customer Segments will have…
different Stakeholders!
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Different Customer Segments will have…
different Purchase/Implementation
Decisions
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Value Propositions
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…describe the benefits your customers derive from your
products or services.
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Different Customer Segments will have…
different Value Propositions
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Different Stakeholderswill also often have…
different Value Propositions
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And you must understand
all of them!
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Best Practices for Customer Discovery
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Next WeekJanuary 23rd
12pm EDT
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Question Answer