2018 03 Lean Startup Und MVP
2018 03 Lean Startup Und MVP
2018 03 Lean Startup Und MVP
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temporary organization
A startup is “a
designed to search
for a repeatable
and scalable
business model.”
(Steve Blank 2011)
they know.
H1: A change in an
Independent Variable leads
to a change in a Dependent
Variable
f.e.
If we place a product more
prominently, it can be sold
more often
Ref. http://upload.wikimedia.org/wikipedia/commons/thumb/1/10/Business_Model_Canvas.png/1280px-
Business_Model_Canvas.png
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 8
How do we validate our Business Model?
Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 10
We want to learn as fast as we can…
Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 11
Once we have a Minimum Viable Product…
Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create
radically successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 12
Minimum Viable Product
What is a MVP?
Ref. http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html
Nobel, C. (2013). Teaching a 'Lean Startup‘ Strategy. Harvard Business School.
image: Margot Duane 2012 | flickr
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 13
Minimum Viable Product
Why an MVP?
Ref. E Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses; S Blank (2013): Why the Lean Start Up Changes Everything.
Images and citations from Klunkerz: A Film About Mountain Bike History
Has a problem
„earlyvangelist“
Ref. S. Blank (2010):https://steveblank.com/2010/03/04/perfection-by-subtraction-the-minimum-feature-set/
Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 17
Measure faster…
Ref. Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses; A Maurya (2012): Running Lean; Lean Analytics (2013)
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 18
Learn faster…
Your Learning Goals depend on your current
state:
In the end you want Product/Market-Fit
Execute
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
Search
Ref. E Ries (2011): The lean startup: How today's entrepreneurs use continuous innovation to create radically
successful businesses; S Blank (2013): Why the Lean Start Up Changes Everything.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 19
Minimum Viable Products (in a Lean Startup)
„Fake it until you make it“ „[Be] the [wo]man behind the curtain.“
Ref. http://www.startuplessonslearned.com/2009/03/minimum-viable-product.html.
https://www.youtube.com/watch?v=w4eTR7tci6A
AdWords Facebook
AdWords Ads
FacebookAds
AdWords
1. In 10 Minutes Scribble a
landing page
a) a Landing Page for
our product
„Catch-Phrase“ b) Develop search
terms to acquire
target customers
Call to action
Sefelin, Reinhard, Manfred Tscheligi, and Verena Giller. "Paper prototyping-what is it good for?: a
comparison of paper-and computer-based low-fidelity prototyping.“; Snyder, Carolyn. Paper
prototyping: The fast and easy way to design and refine user interfaces, 2003.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 30
Minimum Viable Product
Paper Prototype
Example:
https://youtu.be/9wQkLthhHKA?t=1m35s
Decide which
Prepare your Do your
user tasks
mockups. usability test.
you‘ll test.
2 1 Person is a demonstrator
1 Person is documentor
1 Person is a tester
(5 Minuten)
Snyder, Carolyn. Paper prototyping: The fast and easy way to design and refine user interfaces. Newnes, 2003.
Nielsen, Jakob. Designing web usability: The practice of simplicity. New Riders Publishing, 1999.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 32
Minimum Viable Product
Product Prototype
Image: http://www.eventinc.de/info/food-truck-berlin;
see also http://www.woopwoopicecream.de/
Prototypical Procedure:
„learn early, learn often“
(adaptation from „release early, release often“)
Ref.: Ries (2011), Maurya (2012), Blank (2013), http://theleanstartup.com/casestudies, Drew Houston ( 2010, Link)
„Put something in
2008 Private Beta Launch users hands and get
2nd Video MVP + Landing Page real feedback ASAP“
2 Early Adopters (Waiting List leapt
from 5k to 75k within a day)
Ref.: Ries (2011), Maurya (2012), Blank (2013), http://theleanstartup.com/casestudies, Drew Houston ( 2010, Link)
Product Prototype /
Single Feature MVP
Video MVP
„Sell it before
Roleplays you build it“
Wireframes (Crowdfunding)
Questionnaire
Paper Prototype
Reach
Ref. Stefan Roock (2012) and Mathieu Garde (2014),
images (cc by sa) Efude 2007 | DeviantArt, Creative Tools 2012 | Flickr, Jorge Royan 2006 | Wikipedia,Shawan Zaln 2014 | Flickr
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 37
(1) Which of the the MVP
types would be most
feasible for you?
Upside down Horse by David Cerny | Flickr Abi Skipp 2008 cc by |https://www.flickr.com/photos/9557815@N05/2775512699
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 39
Typically we are asked for the Break-even Point
When will we break even (wins == losses)
Which cost types are regularly most important for highly scalable
business models?
Activation: User successfully interacts for the first time with product/service
e.g., http://blog.trak.io/growth-hacking-like-a-pirate-a-beginners-guide-to-pirate-metrics/
Time Lifetime
Value
Acquisition
payments … … + expected referral (virality)
Repeated
payments Current cashflows Expected cashflows
Ref. Bruhn, M.; Georgi, D.; Schusser, S. (2004): Einsatz des Customer Lifetime Value (CLV) im Commitmentgeschäft. In:
Management von CRM-Projekten. Handlungsempfehlungen und Branchenkonzepte, Wiesbaden, S. 438.
DRS Pro Transfer 2018, Prof. Dr. Hannes Rothe (@cpt_ftr) 43
Variable costs + revenues for entrepreneurs
Diving into customer acquisition costs
Blank, Steve. "Why the lean start-up changes Maurya, Ash. Running Lean: Iterate from Plan A to a Plan
everything." Harvard Business Review 91.5 (2013): 63-72. That Works. " O'Reilly Media, Inc.", 2012.
Croll, Alistair, and Benjamin Yoskovitz. Lean Analytics: Use Ries, Eric. The lean startup: How today's entrepreneurs use
Data to Build a Better Startup Faster. " O'Reilly Media, Inc.", continuous innovation to create radically successful
2013. businesses. Random House LLC, 2011.
Cooper, Alan. The inmates are running the asylum:[Why high-tech products drive us
crazy and how to restore the sanity]. Vol. 261. Indianapolis: Sams, 1999.
Kleinaltenkamp, M. (2013). Nutzungsprozesse–die vernachlässigte Seite der
Wertschöpfung. In Theorie und Praxis des Dienstleistungsmarketing (pp. 1-25). Springer
Fachmedien Wiesbaden.
Kleinaltenkamp, Michael, Ilias Danatzis, and Carolin Wernicke. "Produktivität im
Gesundheitssektor–Wertschöpfung in Nutzungsprozessen." Dienstleistungen im
Gesundheitssektor. Springer Fachmedien Wiesbaden, 2014. 59-87.
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning.
Journal of the academy of marketing science, 38(1), 19-31.
Maslow, Abraham Harold. "A theory of human motivation." Psychological review 50.4
(1943): 370.
Osterwalder, Alexander, et al. Value Proposition Design: How to Create Products and
Services Customers Want. John Wiley & Sons, 2015.
Rintamäki, T., Kuusela, H., & Mitronen, L. (2007). Identifying competitive customer value
propositions in retailing. Managing Service Quality: An International Journal, 17(6), 621-
634.
Smith, Adam. "An inquiry into the nature and causes of the wealth of nations: Volume
One." (1776).
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing.
Journal of marketing, 68(1), 1-17.
Enterprise Fair: Digital Startup Ecosystem, Prof. Dr. Hannes Rothe (@cpt_ftr)