Lean Innovation
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Create more value for your customers using fewer ressources by using the lean innovation framework. It's about identifying actual problems of appropriate target customer through rapid validation. It's about facts instead of opinions.
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Lean Innovation
- 2. 2 Agenda •Target Customer & Personas •Problem-Solution-Fit •Unique Value Proposition (UVP) •Solution-Market-Fit •Cost Structure & Revenue •Channels & Metrics •Validation
- 3. 3 Customers be like: •«do I need that?» Why? •Only «nice to have» instead of «must have» •Not knowing customer & context (not enough research) •Assumptions instead of facts (no validation) No Problem-Solution Fit
- 4. 4 Identify actual problems of appropriate target customer through rapid validation. The Lean Framework
- 5. 5
- 6. 6 3 12 4 9 58 7 6
- 7. 7
- 8. 8 The Lean Framework What's the most dangerous assumption? How can I validate it?
- 9. 9 Advantages •It's all about facts and not about opinions (no debating) •It's building a culture of learning instead of beeing right •It's a great communication tool that gets everybody on the same page
- 10. Workshop
- 12. 12 Ein Early Adopter ist der Kunde mit dem grössten P r o b l e m , d e r bereit ist auch eine Lösung zu nutzen, die noch nicht vollständig ausgereift ist. Early Adopters
- 13. 13
- 14. 14 •Define your customer segment as specific as possible •Identify your early adopters Customer Segment 5 min 8 min
- 15. 15 Their Problem
- 17. 17
- 18. 18 •List the top 3 problems your product adresses for your early adopter •List how they are solved today Problems 5 min 8 min
- 19. 19
- 20. 20 Problem Interview Goal: Have I identified a problem worth solving? •Welcome: Set the scene (2min) •Interviewees demographics-target customer? (2min) •Describe problem (your hypothesis) (2min) •Customers must rank top three problems (4min) •Listen to their world view (15min) •Wrap up. Sum up feedback to confirm understanding (2min) •Get permission to follow up. Get referrals (2min) •Document results
- 22. 22 UVP The Unique Value Proposition: •A single, clear compelling message that states why you are different and worth buying. •Focus on no. 1 problem with its benefits and not features •Take the customer perspective and target your early adopter •Be different, but make sure your difference matters
- 23. 23 UVP •Wichtig: Warum ist das Problem, das ihr löst, wichtig? Beispiel: „Ich bekomme nie ein Taxi, wenn es regnet.“ •Einzigartig: Warum ist eure Lösung einzigartig? Beispiel: „Wir versammeln hunderte verschiedene Taxi-Unternehmen in einer App. Niemand sonst macht das.“ •Hilfreich: Warum ist eure Lösung hilfreich für das Leben der Menschen, denen ihr die Idee verkaufen wollt? Beispiel: „Wir bringen euch pünktlich ans Ziel.“ •Spezifisch: Macht eure Idee wasserdicht. Beispiel: „Unsere App weiß, wo Sie sind. Ihre Kreditkarte ist hinterlegt. Sie drücken einen Knopf und ein Auto ist in vier bis fünf Minuten bei Ihnen.“ Meine Beispiele beziehen sich natürlich auf Uber, doch ihr könnt natürlich auch jede andere Idee damit verkaufen. •Leicht verständlich: Macht es eurem Gegenüber so einfach wie möglich „Ja“ zu sagen. Wie zu einer Geld-Zurück-Garantie oder zu einem Werbegeschenk.
- 24. 24 UVP + HLC •End Result Customer Wants + Specific Feature + Address Objections „Hot fresh pizza delivered to your door in 30 minutes or it‘s free“ •For (target customer) who (statement of the need or opportunity) our (product name) is (product category) that (statement of benefit) „For Freelancers who need to track their time Toggle is an online time tracking service with offline functionality“ •High Level Concept (HLC): „X for Y analogy“ „Alien: Der Weisse Hai im All“ „Youtube: Flickr for video“
- 25. 25 •Write down your Unique Value Proposition •Define a High Level Concept UVP 5 min 8 min
- 26. 26 Solution
- 27. 27 This is not your Product
- 28. 28 This is!
- 29. 29 •Define the top 3 features of your solution that solve your customers problems Lösung 3 min 5 min
- 30. 30
- 31. 31 Solution Interview Goal: Will I build sth. people want at the price they will pay? •Welcome: Set the scene (2min) •Collect demographics – right customer segment? (2min) •Tell a story - frame the product (2min) •Show Demo (15min) •Test the pricing (15min) •Wrap up. Sum up feedback to confirm understanding (2min) •Get permission to follow up. Get referrals (2min) •Document results
- 33. 33 •Define your pricing and revenue streams •Define your cost structure •Calculate no. of customers to break- even •Calculate burn rate per month & how many months you can survive Cost & Revenue 5 min 5 min
- 34. 34 Channels
- 35. 35 How do you reach your early adopters? •Define your main marketing and delivery channels Channels 3 min 5 min
- 36. 36 Possible Channels •1st degree contacts •Introductions •Referrals •Email / Newsletter •SEO •Blog / White Paper •Social Media •Adwords •Landing Page •Info Event •PR •Cold Calls •…?
- 37. 37
- 38. 38 Metrics
- 39. 39
- 40. 40 •Definiert die wichtigsten Metrics anhand denen Ihr den Erfolg von euren Massnahmen messen könnt Metrics 5 min 3 min
- 41. 41 Advantage How will you defend against competition?
- 42. Congrats You finished the first version of the canvas!
- 43. 43 Validation
- 44. 44 Falsible Hypothesises •We believe that <This experiment> •Will result in <this outcome> •We know we have been successful when <we see this measurable outcome>
- 45. 45 Validation Methods •User Interview • Survey • Call • Meeting •Landing-Page • Fact Sheet • Explainer Video •User-Safari •Demo •…
- 46. 46 •Identify the riskiest hypothesis from your canvas •Design an experiment to verify the idea •Define the success criteria •Estimate the effort in time and $ Assumption > test with > validated if… Validation 5 min 8 min
- 48. 48 If you didn't already: •connect with me on linked-in linkedin.com/in/nyffenegger/ (and while you‘re at it → acknowledge some of my skills plz ;) •or connect on xing xing.com/profile/Florian_Nyffenegger •follow me on twitter twitter.com/Agedo_GmbH •or surf my web: agedo.ch [de] agedo.biz [en] •you’ll find this presentation on: slideshare.net/agedo Let’s stay in touch
- 49. www.agedo.ch