Learning to pitch with the Lean Canvas
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Transcript of Learning to pitch with the Lean Canvas
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Il Lean Canvas: imparare a vedere l’intero progetto
nella prospettiva del cliente
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Ash Maurya, inventore del Lean Canvas
Andrea De Muri, il vostro “prof” di oggi
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Il “Lean Canvas”
PROBLEM SOLUTION UNIQUE
VALUE
PROPOSITION
UNFAIR
ADVANTAGE
CUSTOMER
SEGMENTS
KEY METRICS CHANNELS
REVENUES COSTS
PRODOTTO MERCATO
Ash Maurya – Running Lean
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“People don’t want to buy a quarter inch
drill. They want a quarter-inch hole.”
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Problem/Solution fit
PROBLEM SOLUTION UNIQUE
VALUE
PROPOSITION
UNFAIR
ADVANTAGE
CUSTOMER
SEGMENTS
KEY METRICS CHANNELS
REVENUES COSTS
PRODOTTO MERCATO
Ash Maurya – Running Lean
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Product/Market fit
PROBLEM SOLUTION UNIQUE
VALUE
PROPOSITION
UNFAIR
ADVANTAGE
CUSTOMER
SEGMENTS
KEY METRICS CHANNELS
REVENUES COSTS
PRODOTTO MERCATO
Ash Maurya – Running Lean
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Problem/ Solution Fit Esiste un bisogno e dei potenziali clienti?
Fase 1
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Alla base di ogni prodotto ci deve essere un problema da risolvere (visto con gli occhi di un cliente)
Qual’è il problema?
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Rischio N°1: costruire qualcosa
che nessuno vuole!
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Prezzi degli alloggi online
Hotel lasciano sconnessi dalla
cultura locale
Non esiste modo di prenotare
una stanza da un locale
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Quali sono le alternative?
Chi sono i competitors? Abbiamo i riferimenti giusti? Perchèle soluzioni alternative?
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Chi è il cliente? Esiste davvero? Sappiamo come vive, cosa vede, come pensa, come si sente?
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Unique Value Proposition
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Proviamo questa UVP!
Per i clienti che hanno
un certo tipo di
problema, il nostro
prodotto XYZ fornisce i
seguenti benefici, con i
seguenti vantaggi
rispetto alle alternative
esistenti
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Descrivete la soluzione
Cosa fa il vostro prodotto?
Aggiungete solo le cose che risolvono problemi
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Non perdetevi sulle features!
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Problem/Solution fit
PROBLEM SOLUTION UNIQUE VALUE PROPOSITION
UNFAIR ADVANTAGE
CUSTOMER SEGMENTS
KEY METRICS CHANNELS
REVENUES COSTS
1 2 3
4
Avete descritto il bisogno e la soluzione pensata
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Product/ Market Fit Abbiamo costruito qualcosa che la gente vuole?
Fase 2
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Channels Come raggiungerete il cliente? Come vi promuoverete? La Customer Acquisition
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I margini rispecchiano le ambizioni?
Quali sono i costi del progetto? Chi paga chi? Quanto? Ci sono abbastanza soldi?
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Come misuro la bontà del progetto? Traction: dimostra con i fatti (o i numeri) che il progetto funzionerà Engine of growth
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Cosa vi rende unici e inimitabili? Unfair advantage Non siete voi a definirlo Ma almeno verificate di saperne qualcosa!
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Product/Market Fit
PROBLEM SOLUTION UNIQUE VALUE PROPOSITION
UNFAIR ADVANTAGE
CUSTOMER SEGMENTS
KEY METRICS CHANNELS
REVENUES COSTS
1 2 3
4
Potete costruire un prodotto? C’è un mercato per esso?
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Fase 3
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I Canvas sono dei
linguaggi che aiutano a
presentare il progetto e
vedere le diverse prospettive
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Mettendo tutto
assieme…
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Indice Pitch in 10 pagine
?
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Indice Pitch in 10 pagine
Unique Value
Proposition
Il Problema
La Soluzione
Dimensione
Mercato
Business Model
Unfair
Advantage
Piano di
Marketing
Team
Traction
Cosa ci serve
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Indice Pitch in 10 pagine
Elevator Pitch
Il PROBLEMA
La Soluzione
Dimensione
Mercato
Business Model
Tecnologia
I competitors
Piano di
Marketing
Team
Cosa ci serve
Traction
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…
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