1. Lean Startup Intro
Carl Danneels
Pick & Choose – StoryMe, Gent
VOKA Bryo – April 25th 2015

2. • Chair of Lean Startup Circle BXL (700
members) & Lean Startup Flanders (100
members)
• Mentor of Bryo (Voka)
• Mentor of the Founder Institute
• Former Board Member of the Agile
Consortium Belgium & PMI Belgium
• Scrum Master; PMP and Prince 2
certified
• Vice Project Manager of the Year in the
Belux
A bit about me
Voka Bryo Pick & Choose – April 25th – Lean Startup

3. • "Lean Startup" is a method for
developing businesses and products
first proposed in 2011 by Eric Ries.
• Based on his previous experience
working in several US startups, Ries
claims that startups can shorten their
product development cycles by
adopting a combination of business-
hypothesis-driven experimentation,
iterative product releases, and what
he calls validated learning.
Voka Bryo Pick & Choose – April 25th – Lean Startup
Lean Startup

4. • The “Business Model Canvas” is a
strategic management template
initially proposed by Alexander
Osterwalder. in 2008.
• The BMC is used for developing new
or documenting existing business
models. It is a visual chart with
elements describing a firm's value
proposition, infrastructure,
customers and finances. It also assists
firms in aligning their activities by
illustrating potential trade-offs.
Business Model Canvas

5. Ash Maurya
« Life is too short
to build something
nobody wants »
« Running Lean, Second Edition (O’Reilly). Copyright 2012 Ash Maurya, 978-1-449-30517-8 »
Running Lean

6. • Startups: risky business !
• The Business Model/Lean Canvas
• «Fail Fast, Fail Quickly, Fail Often»
• Example
What we will talk about
Voka Bryo Pick & Choose – April 25th – Lean Startup

7. Startup success rate = 10%
Voka Bryo Pick & Choose – April 25th – Lean Startup

8. Business Model

9. The Business Model
Voka Bryo Pick & Choose – April 25th – Lean Startup

10. The Process
Voka Bryo Pick & Choose – April 25th – Lean Startup

11. Systematically Test Your Plan
MVP
Voka Bryo Pick & Choose – April 25th – Lean Startup

12. Voka Bryo Pick & Choose – April 25th – Lean Startup
Step Out of the Building & Learn …

13. 3 Stages of a Product
Voka Bryo Pick & Choose – April 25th – Lean Startup

14. RealTime Worlds
Dave Jones made a virtue of having no business
model for APB. He said “if a game is built
around a business model, that’s a recipe for
failure.” Big mistake.
Voka Bryo Pick & Choose – April 25th – Lean Startup

15. Business Model Canvas (Osterwalder)
Alexander Osterwalder
Voka Bryo Pick & Choose – April 25th – Lean Startup
What is YOUR main challenge ?

16. The Lean Canvas (Maurya)
Voka Bryo Pick & Choose – April 25th – Lean Startup

18. Voka Bryo Pick & Choose – April 25th – Lean Startup

19. Voka Bryo Pick & Choose – April 25th – Lean Startup

20. Dinnr
“There never was a need for a service like
ours in the UK in the segment that we
picked (urban professionals, couples
without kids or with one baby max). And I
deluded myself in thinking that there was, because I
was eager to start my own thing and thought that this
was something that I myself would use.”
Patient Communicator
I realized that many of the true money-making
businesses in healthcare really aren’t about
optimizing delivery of primary care. This is a
longer discussion but I realized, essentially, that
we had no customers because no one was
really interested in the model we were
pitching. Doctors want more patients, not
an efficient office.

21. Pumodo
Our biggest self-realization was that we
were not users of our own product. We
didn’t obsess over it and we didn’t love it.
We loved the idea of it. That hurt.
Everpix
They failed to effectively position
themselves against giants like Apple and
Google, who offer fairly robust — and
mostly free — Everpix alternatives.
Travelllll.com
If your monetisation strategy is advertising, you
need to be marketing to an enormous audience.
It’s possible to make a little money from a lot of people, or a lot of
money from a few people. Making a little money from a few people
doesn’t add up. If you’re not selling something, you
better have a LOT of eyeballs. We didn’t.
Shnergle
Does your idea only monetise at scale? If your
idea can only be monetised at scale, head to
San Francisco / Silicon Valley. There isn’t
enough risk capital, or enough risk appetite, in
the UK/EU venture market to pour capital into
unproven R&D concepts.

22. Tutorspree
Although we achieved a lot ,we failed. We didn’t scale
because we were single channel dependent and that
channel shifted on us radically and suddenly. SEO was
baked into our model from the start.
Serendip
The high costs of processing millions of
posts every day and serving relevant and
engaging playlists to our users … are really
bigger than we can handle, a very
challenging position for a small startup.
The Uncommon Life
Numbers are not only the
oxygen of a business, they
are the vital signs as well. I
was almost entirely focused
on doing what I enjoyed … If
I had done a better job
keeping track of my
monetary flow and
following up on accounts
receivable, I probably could
have avoided my company's
ultimate demise.
Personal Costs
“How many hours are you going to stay away
from your kids, girlfriends, family and friends?
How many relationships will break down in the
process? What are you willing to sacrifice in
the face of success?”

23. Personal Revenue
“How many of us are into
the business building for
the money alone?
I know that I want many
other things. Success,
acknowledgment, thrill,
excitement, a sense of
fulfillment, the ability to
help people and many
other things. Some of
these are more powerful
than the monetary gains a
business will bring and
they will sustain me on my
difficult ‘trip’.”
Smart Bear
Don’t despair if you don’t have an unfair
advantage yet. I didn’t either when I started
Smart Bear! Unfair Advantage
requires unwavering devotion to the One
Thing that is (a) hard, and (b) you refuse to
lose, no matter what.

24. Voka Bryo Pick & Choose – April 25th – Lean Startup

25. Voka Bryo Pick & Choose – April 25th – Lean Startup

27. 10X Product Launch
Voka Bryo Pick & Choose – April 25th – Lean Startup

28. Voka Bryo Pick & Choose – April 25th – Lean Startup
Different time dimensions

29. Voka Bryo Pick & Choose – April 25th – Lean Startup
Validation Board

30. « PIRATE METRICS » INSTEAD OF « VANITY » METRICS !
Source: Dave McClure
Innovation Accounting

31. Voka Bryo Pick & Choose – April 25th – Lean Startup
Metrics Dashboard

32. CASE STUDY
Sustainable Apartments

34. UpcycledFurniture

35. 1st Upcycled Canvas

36. Voka Bryo Pick & Choose – April 25th – Lean Startup

37. Segmented Upcycled Canvas

38. Voka Bryo Pick & Choose – April 25th – Lean Startup

39. Segmented Upcycled Canvas
Self-Catering
« Arty » City Trippers –
Tier 1 & Tier 2
Self-Catering
Nature-loving Fortnighters

40. First Upcycled Canvas
Self-Catering &
« Arty » Tier 1/2
City Trippers
There are
insufficient
self-catering
city apartments
with character.
Self-Catering
Nature-loving
Fortnighters
Eco-chic rural
apartments
fill a gap in the
market

41. Voka Bryo Pick & Choose – April 25th – Lean Startup

42. The Validation Board
Have a look at www.javelin.com (the Experimentation Board) LeanStartupMachine

43. Insufficient
self-catering
city apartments
with character.
Self-catering,
« arty » Tier1
City Tripper
Arty City Trippers
that Self-Cater
exist !
The « character » I
envision is
perceived as
providing
significant added
value
There are
insufficient
apartments with
character.
Hypothesis 1

44. Insufficient
self-catering
city apartments
with character.
Self-catering,
« arty » Tier2
City Tripper
Arty City Trippers
that Self-Cater
exist !
The « character »
that I envision is
perceived as
providing
significant added
value
There are
insufficient
apartments with
character.
Hypothesis 2

45. Eco-chic rural
apartments
fill a market gap
Self-Catering
Nature-loving
Fortnighters
Nature-loving
travellers that
Self-Cater exist !
Customer would
specifically choose
for an Eco-Chic
apartment
Eco-chic
apartments are
rare.
Hypothesis 3

46. Voka Bryo Pick & Choose – April 25th – Lean Startup

47. First Upcycled Canvas
Self-Catering &
« Arty » Tier 1
City Trippers
There are
insufficient
self-catering
city apartments
with character.
Self-Catering
Nature-loving
Fortnighters
Eco-chic rural
apartments
fill a gap in the
market

48. Insufficient
self-catering
city apartments
with character.
Self-catering,
« arty » Tier1
City Tripper
Hypothesis 1 – Pivot 1
Theme based
/upcycled design
apartment chain +
buy/rent options
Holiday booking
revenues justify
investment costs.
People are
interested in
buying or renting
products from the
apartment.
People chose for
the apartment
because of its
eco-chic image.
The Theme
based approach
is strongly
appreciated.
MVP:
Renovated
apartment in
Zuid-Antwerp

49. Hypothesis 1 – Pivot 2
Insufficient
self-catering
city apartments
with character.
Self-catering,
Tier2 Long-stay
Expat
« No-fuss », Theme
based upcycled
design apartment
chain with buy/rent
Holiday bookings
justify
investment
costs.
People are
interested in
buying or renting
products from the
apartment.
People chose for
the apartment
because of its
eco-chic image.
The Theme
based approach
is strongly
appreciated.
MVP:
Renovated
apartment in
Zuid-Antwerp
Insufficient
self-catering
city apartments
with character.
Self-catering,
« arty » Tier2
City Tripper
Theme based
/upcycled design
apartment chain +
buy/rent options

50. Theme based
/upcycled design
apartment chain +
buy/rent options
Self-Catering
Nature-loving
Fortnighters
Holiday bookings
justify
investment
costs.
People are
interested in
buying or renting
products from the
apartment.
People chose for
the apartment
because of its
eco-chic image.
Hypothesis 3 – Pivot 1
Eco-chic
apartments
fill a market gap.
MVP:
Renovated
apartment on
Belgian coast
The Theme
based approach
is appreciated.

51. Theme based
/upcycled design
apartment with
buy/rent options
Self-Catering
Nature-loving
Fortnighters
Holiday bookings
justify
investment
costs.
People are
interested in
buying or renting
products from the
apartment.
People chose for
the apartment
because of its
sustainable chic
image.
Hypothesis 3 – Pivot 2
Eco-chic
apartments
fill a market gap.
MVP:
Renovated
apartment on
Belgian coast
The Theme
based approach
is appreciated.
Theme based
sustainable design
apartment chain
with buy/rent
Self-Catering
Nature-loving
Fortnighters
Sustainable chic
apartments
fill a market gap.

52. Holiday bookings
justify
investment
costs.
People chose the
apartment
because of its
sustainable chic
image.
Hypothesis A (merge of 1 & 3) – Pivot 2
MVP:
4Elements
website
The Theme
based approach
is appreciated.
Theme based, no-
fuss, sustainable
design apartment
chain
Self-Catering
(Semi-) Long stay
Light Green Cust’s
Insufficient
Sustainable Chic
apartments !
It makes sense to
create a chain of
Sustainable Chic
Apartments

55. Only Renovation ?
Work out the « features » !
Voka Bryo Pick & Choose – April 25th – Lean Startup

56. Current Canvas
Voka Bryo Pick & Choose – April 25th – Lean Startup

57. Voka Bryo Pick & Choose – April 25th – Lean Startup

58. Systematically Test Your Plan
Testing is key
Voka Bryo Pick & Choose – April 25th – Lean Startup

59. • Your Business Model is the Product
• Have a risk oriented mindset
• Fail Fast, Fail Quickly, Fail Often
• Kill your darlings
• Pivot intelligently
Recap

60. Your Questions

61. Attribution
Ash Maurya
« Life is too short
to build something
nobody wants »
« Running Lean, Second Edition (O’Reilly). Copyright 2012 Ash Maurya, 978-1-449-30517-8 »

62. Carl Danneels
Plethon Innov8
Koewacht 33
9190 Stekene
Belgium
G: 0497/053615
W: www.plethon.be
T: @cdanneels
How to reach me
Voka Bryo Pick & Choose – April 25th – Lean Startup