Dragons Cave Pre-Accelerator: How To Validate Your Lean Canvas By Project People Team

1. How to validate it?
Lean Canvas
Grzegorz Górzyński
July 2020
Dragons Cave Pre-Accelerator 2020

2. Grzegorz Górzyński
● Strategist - around 20 strategic projects in the last 1,5 year
● Marketing & business consultant
● Speaker and trainer
● Experience in 5 different types of organizations (NGO,
corporation, startup, SME, agency)
● Experience in marketing, sales, employer branding, recruitment,
operations...
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

3. Agenda
Workshop
Introduction Persona & Problem
validation
Summary
Differentiators, Unique Value
Proposition & Key Selling Points
Short introduction
Agenda
Summary
Feedback
What’s that
Methods & Tools
How to do that
Practice
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

4. Grzegorz Górzyński | Lead Marketing Consultant & Strategist | grzegorz@projectpeople.pl

5. Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

6. How does it usually look like?
Before we start
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

7. Process
Typical startup
Idea
Features, design & coding
MVP (or a whole product)
Trying to sell it
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

8. Process
A bit more advanced startup
Proto persona
Hypothesis about problems
Hypothesis about solutions
Concept of the product / MVP
Hypothesis about
Unique Value Proposition
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

9. What proto-persona is?
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

10. persona before validation.
Proto-persona is a
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

11. Research
Lean UX
Proto persona
Hypothesis about problems
Hypothesis about solutions
Problems validation
Persona validation
Solutions validation
Hypothesis about
Unique Value Proposition
Unique Value Propositions
validation
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

12. How are we gonna do it?
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

13. In-depth interviews
Proto-persona validation
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

14. Real Example
Let’s work on a
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

15. The mother is busy woman but
helps her daughter with a
homework
Videos and animations helping
kids to understand classes better
E-learning platform for children
2 co-founders they organize sport
camps for kids
The girl (around 12 years old) takes
part in extra activities (like
language courses or dancing
classes on regular basis)
2 personas: a mother and
daughter
Schoolio
Meet
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

16. Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

17. To validate this proto-persona?
What would you ask
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

18. Delete all questions where
answers could be yes/no
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

19. Delete all questions that
suggest anything
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

20. Delete all questions that
are longer than 10 words
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

21. Delete all questions where
answers can be declarative
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

22. we did ask
What question
What kind of school does the child attend?01
What does your learning together look like?03
What do you think about learning together with your kid?04
02 How do you support your child in learning?
05 How do you find materials for learning?
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

24. Questions
In depth interview
Do not suggest anything
Done by
objective person
Clear & simple
Open (aren’t closed)
Exclude declarative answers Adjusted to the person
you’re speaking with
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

25. Mistakes
Common
Product shown
in the very beginning
Too positive
interpretation
of the results
Selling product
during a research
Research done with
a wrong persona
Suggestive questions Questions that are not
connected with hypothesis
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

26. Practices
Good
Adjust a communication
channel
80% of listening
Ask 4-6 questions
Record the interviews
Iterate Opening question
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

27. Your in-depth interview!
Let’s design
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

28. Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

29. Delete all questions where
answers could be yes/no
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

30. Delete all questions that
suggest anything
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

31. Delete all questions that
are longer than 10 words
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

32. Delete all questions where
answers can be declarative
In depth interview
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

33. Validation methods
Other
Focus group Face-to-face meeting
Pre-sale
Online survey
A/B tests “Fake” sale & lead magnet,
Wizard of Oz
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl

34. Homework
Grzegorz Górzyński | Lean Marketing Consultant & Strategist | grzegorz@projectpeople.pl
Design questions for the in-depth interview to validate your hypotheses (about
problem, customer segments, UVP, solution, channels etc.)
Let’s talk about those scenarios as well as your Lean Canvases during the interactive
session on July 29th..

35. Beata Mosór-Szyszka | Strateg | +48 601 429 139 | beata@projectpeople.pl

36. Grzegorz Górzyński
Lean Marketing Consultant & Strategist
grzegorz@projectpeople.pl
/grzegorzgorzynski
Grzegorz Górzyński | Lead Marketing Consultant & Strategist | grzegorz@projectpeople.pl
Contact me
Feel free to