ALKOHOLIVABA NON ALCOHOLIC...Author Kristjan Peäske Created Date 6/17/2020 5:29:41 PM
Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
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Transcript of Kristjan Pečanac (Hekovnik): Kako nov produkt ali idejo pripeljati na trg
9/10 startups failcca 95% of new products fail
WHY?
Why start-ups (new ideas) fail?
• Premature scaling (not finished product)• No market (or is too small)• Fight with market leader• Without competitive advantage• Bad money management• Bad execution (no system)• Weak team
What will you choose?
Market$
t
Why now
TAM
SAM
SOM
Organic growthINVESTMENT
Market stage
• Big - stable markets– Big players
• Segmented markets– Become big or niche market
• New markets– Expensive to be first
Entry time matters!!
Big
New Segmented
Nail it than scale it!
• Nail the problem / customer
• Nail the solution
• Nail the business model
• Nail the scale up strategy / growth hacking
Customer Development
Steve Blank
Problem/Solution Fit
Product/Market Fit
BuildBuild
MeasureMeasureLearnLearn
Landing page
Customer interview
Hypothesis report
Build report
HEKING
Insights
Experiment plan
Business modeling
Validation board
Validation board
CanvasCanvas
Market tools
Market tools
Product tools
Product tools
Product market fitProduct
market fit
How to think?
Costumer development: hypothesis
Validation board
Business model generation canvasCustomer insights
Landing page
Tools
Product tools:Empathy map, Influence map, market
segmentation …
Product tools:Empathy map, Influence map, market
segmentation …
Market tools: problem/solution benefit, value proposition
canvas
Market tools: problem/solution benefit, value proposition
canvas Metric toolsFunnel, problem
pyramid …
Metric toolsFunnel, problem
pyramid …
The Magic Chart
How are you going to finance and survive this?
Tools
Porter’s Five Forces
• Suppliers• Buyers• Entry/Exit Barriers• Substitutes• Rivalry
Target segment
SEGMENT value channels barriers to entry
…
1.st. segment
2.nd. segment
…
Source:
http://articles.mplans.com/using-porters-five-forces-when-creating-your-marketing-plan/
Homework
Value proposition canvas
Metric tools
Pyramid problem
Segment 1
Segment 1
Problem
$
Landing page market test
Market
Segment 2
Segment 2
Lending page 1
Lending page 1 Lending
page 2Lending page 2
Lending page A/B testing
Lending page 1
Lending page 1
Lending page 2
Lending page 2
Problem
$
Cost sim
Cost sim
The Steve Blank “Get, Keep and Grow” Customers Funnel
