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Improving	
  Compe--veness	
  
at	
  Croa-an	
  Enterprises	
  
Dr.	
  Burton	
  Lee	
  PhD	
  MBA	
  
European	
  Entrepr...
 
Importance	
  of	
  	
  
Product	
  Design	
  	
  
for	
  	
  
Building	
  Successful	
  
Companies…	
  
	
  
 
	
  
Direct	
  and	
  Large-­‐Scale	
  
End-­‐User	
  
Engagement	
  
 
	
  Reducing	
  Startup	
  &	
  
New	
  Product	
  	
  
Failures	
  	
  
Thru	
  	
  
‘Premature	
  Scaling’	
  	
  
	
  
Mentoring	
  Croa-an	
  Startups	
  at	
  Geek	
  Business	
  
Camp,	
  Brown	
  Forum,	
  Osijek,	
  April	
  2015	
  
 
	
  ‘Maker’	
  Movement	
  
	
  
‘Makerfaire	
  Balkans’	
  
in	
  CroaIa	
  
	
  
‘MakerLabs’	
  Infrastructure	
  
Acr...
ABOUT
THE SPEAKER
DR. BURTON LEE PHD MBA
STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES
BURTON.LEE@INNOVARIUM.NET
WW...
h@p://www.europeanentrepreneursatstanford.com	
  |	
  h@p://me421.stanford.edu	
  
Apr	
  18	
  2015	
  
Copyright	
  2015...
Map	
  of	
  Presen-ng	
  Speaker	
  	
  
Na-onali-es	
  
European	
  Entrepreneurship	
  &	
  	
  
Innova-on	
  @	
  Stan...
February 10 @ Stanford Engineering
Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR)
January	
  27	
  @	
  Stanford	
  Engineering	
  
Vassil	
  Terziev	
  &	
  Japec	
  Jakopin	
  
January	
  13	
  @	
  Stanford	
  Engineering	
  
Uwe	
  Horstmann	
  &	
  Signe	
  Viimsalu	
  
Topics Covered
Apr	
  18	
  2015	
  
Equity
Crowdfunding
European Entry Strategies
for Valley Startups
East v West Europe
...
The Story of European Entrepreneurship in Europe
Europe vs Silicon Valley
Apr	
  18	
  2015	
  
Entrepreneurship	
  and	
 ...
Increasing
New Product Success Rates
at Croatian Companies
‘Geek	
  Business	
  Camp’	
  Startup	
  Teams	
  
OKen	
  Missed	
  These	
  Key	
  Ac-vi-es	
  
•  Develop	
  too	
  few...
Proven	
  Approaches	
  to	
  Improving	
  
New	
  Product	
  Success	
  Rates	
  
•  ‘Design	
  Thinking’	
  
– Asking	
 ...
The	
  Essence	
  of	
  ‘Design	
  Thinking’	
  
Apr	
  18	
  2015	
  
Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  ...
IDEO	
  Shopping	
  Cart	
  Project	
  
Apr	
  18	
  2015	
  
Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  
Innovari...
How	
  Would	
  You	
  
Redesign	
  The	
  
Shopping	
  Cart	
  
for	
  Modern	
  
Shoppers?	
  
Apr	
  18	
  2015	
  
Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  
Innovarium	
  Ventures	
  |	
  Silicon	
  Valley...
Observe	
  
Real	
  Customers	
  &	
  Customer	
  Behavior	
  
Apr	
  18	
  2015	
  
Copyright	
  2015	
  Burton	
  H.	
  ...
Direct	
  Engagement	
  with	
  Real	
  Users	
  
27	
  
Elements	
  of	
  ‘Design	
  Thinking’	
  
•  Needs	
  Finding	
  
–  Direct	
  Observa1on	
  of	
  Users	
  and	
  User	
...
What	
  is	
  Different	
  About	
  ‘Design	
  Thinking’?	
  
•  Avoids	
  ‘Hard	
  Engineering’	
  ac1vi1es,	
  expenditur...
Apr	
  18	
  2015	
  
Copyright	
  2015	
  Burton	
  H.	
  Lee	
  and	
  
Innovarium	
  Ventures	
  |	
  Silicon	
  Valley...
 
	
  
‘Product	
  Design’	
  
Is	
  *Not*	
  the	
  Same	
  as	
  
‘Engineering	
  Design’	
  
	
  
Deep	
  End-­‐User	
  Engagement	
  
•  Intense,	
  frequent	
  and	
  large-­‐scale	
  direct	
  
engagement	
  with	
  u...
Elements	
  of	
  ‘Lean	
  Launchpad’	
  
•  Avoid	
  ‘Premature	
  Scaling’	
  of	
  your	
  company/new	
  product	
  
l...
SoKware	
  Products	
  &	
  Services	
  
‘Design	
  Thinking’	
  and	
  ‘Lean	
  
Launchpad’	
  methods	
  are	
  
highly	...
What	
  is	
  The	
  Principal	
  Objec-ve	
  Here?	
  
‘Design	
  Thinking’	
  
+	
  
‘Lean	
  Launchpad’	
  	
  
=>>	
  ...
Actual	
  Product	
  Design	
  Process	
  
36	
  
Search	
  for	
  
Product-­‐Market	
  Fit	
  
Innova-on	
  &	
  Entrepreneurship	
  
Ecosystem	
  Skills	
  Gaps	
  in	
  Europe	
  
•  Product	
  Design	
  
•  Sales	
...
 
Formal	
  Recommenda-on	
  to	
  
European	
  Commission	
  to	
  
Include	
  ‘Design	
  Thinking’	
  &	
  
Direct	
  En...
 
Product	
  Design	
  
Excellence	
  &	
  End-­‐User	
  
Engagement	
  Skills	
  
Are	
  EssenIal	
  to	
  
Growing	
  Su...
Maker	
  Movement	
  ||	
  MakerFaire	
  
•  ‘Makers’	
  are	
  people	
  who	
  make	
  things	
  with	
  
their	
  hands...
MakerFaire	
  Balkans	
  |	
  Croa-a	
  
‘MakerLabs’	
  Across	
  Croa-a	
  
•  Why	
  not	
  bring	
  MakerFaire	
  to	
 ...
Join Our Online Community
@europreneurs
Speaker Presentation Slides
www.slideshare.net/burtonlee1
Speaker Videos – YouTube...
THANK	
  YOU	
  
Dr.	
  Burton	
  Lee	
  PhD	
  MBA	
  
Stanford	
  School	
  of	
  Engineering	
  
Burton.Lee@Innovarium....
 
Working	
  in	
  Silicon	
  Valley,	
  Europe,	
  La-n	
  America	
  and	
  Washington	
  DC	
  
•  Senior	
  financial,	...
Improving Competitiveness in Croatian Enterprises - MINPO - Zadar - Croatia - April 18 2015
Improving Competitiveness in Croatian Enterprises - MINPO - Zadar - Croatia - April 18 2015
Improving Competitiveness in Croatian Enterprises - MINPO - Zadar - Croatia - April 18 2015
Improving Competitiveness in Croatian Enterprises - MINPO - Zadar - Croatia - April 18 2015
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Improving Competitiveness in Croatian Enterprises - MINPO - Zadar - Croatia - April 18 2015

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Talk given by Burton Lee at 'XIX NATIONAL COUNSELLING ON ECONOMY AND ENTREPRENEURSHIP' conference organized by Croatian Ministry of Entrepreneurship and Crafts (MINPO), April 18 2015, in Zadar, Croatia.

Website: www.StanfordEuropreneurs.org
Twitter: @burtonlee, @europreneurs

Publié dans : Économie & finance
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Improving Competitiveness in Croatian Enterprises - MINPO - Zadar - Croatia - April 18 2015

  1. 1. Improving  Compe--veness   at  Croa-an  Enterprises   Dr.  Burton  Lee  PhD  MBA   European  Entrepreneurship  &  Innova1on,  Stanford  Engineering   www.StanfordEuropreneurs.org  |  @Europreneurs     XIX  NATIONAL  COUNSELLING  ON  ECONOMY  AND  ENTREPRENEURSHIP   Ministry  of  Entrepreneurship  and  CraKs  (MINPO)     Zadar,  Croa1a   April  18  2015  
  2. 2.   Importance  of     Product  Design     for     Building  Successful   Companies…    
  3. 3.     Direct  and  Large-­‐Scale   End-­‐User   Engagement  
  4. 4.    Reducing  Startup  &   New  Product     Failures     Thru     ‘Premature  Scaling’      
  5. 5. Mentoring  Croa-an  Startups  at  Geek  Business   Camp,  Brown  Forum,  Osijek,  April  2015  
  6. 6.    ‘Maker’  Movement     ‘Makerfaire  Balkans’   in  CroaIa     ‘MakerLabs’  Infrastructure   Across  CroaIa  
  7. 7. ABOUT THE SPEAKER DR. BURTON LEE PHD MBA STANFORD SCHOOL OF ENGINEERING | INNOVARIUM VENTURES BURTON.LEE@INNOVARIUM.NET WWW.STANFORDEUROPRENEURS.ORG @EUROPRENEURS
  8. 8. h@p://www.europeanentrepreneursatstanford.com  |  h@p://me421.stanford.edu   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and  Innovarium  Ventures  |   Silicon  Valley   8  
  9. 9. Map  of  Presen-ng  Speaker     Na-onali-es   European  Entrepreneurship  &     Innova-on  @  Stanford  Engineering   (ME421)         Winter  2014  –  Year  Six   Enterprise  Estonia   Silicon  Valley   Ghent,  Flanders  Region   Belgium   iMinds  ICT  Research  Ins-tute  
  10. 10. February 10 @ Stanford Engineering Jeff Lynn, Seedrs (UK) & Matija Kopic, Farmeron (HR)
  11. 11. January  27  @  Stanford  Engineering   Vassil  Terziev  &  Japec  Jakopin  
  12. 12. January  13  @  Stanford  Engineering   Uwe  Horstmann  &  Signe  Viimsalu  
  13. 13. Topics Covered Apr  18  2015   Equity Crowdfunding European Entry Strategies for Valley Startups East v West Europe Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   13  
  14. 14. The Story of European Entrepreneurship in Europe Europe vs Silicon Valley Apr  18  2015   Entrepreneurship  and   Innova-on  in  Europe  Today     Europe  vs  Silicon  Valley     Europeans  in  Silicon  Valley   Arts,  Culture,   Design,  Language   &  Tradi1ons   History  &   Poli1cs   Law  &   Policy   Ins1tu1ons  &   Personali1es   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   14  
  15. 15. Increasing New Product Success Rates at Croatian Companies
  16. 16. ‘Geek  Business  Camp’  Startup  Teams   OKen  Missed  These  Key  Ac-vi-es   •  Develop  too  few  product/service  concepts   –  Have  just  1-­‐2  ideas   •  Too  few  interac1ons  with  real  users/customers   –  2-­‐3  discussions  vs  mee1ng/observing  00’s   –  Don’t  make  serious  effort  to  go  into  market,  understand   customers  and  the  market   –  Develop  li@le  sense  of  market  segments:  high,  middle,  low   •  Build  insufficient  prototypes   –  1  or  2  vs  10  vs  500   •  Test  prototypes  with  too  few  real  users   •  Start  with  the  Wrong  Ques1ons  About  User  Needs   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   16  
  17. 17. Proven  Approaches  to  Improving   New  Product  Success  Rates   •  ‘Design  Thinking’   – Asking  the  Right  Ques1ons,  Rethink  Assump1ons   – User  ‘Needs  Finding’  and  Observa1on   – Disrup1ve  Innova1on  &  Product  Designs   •  ‘Lean  Launchpad’   – Deep  and  Intense  End-­‐User  Engagement,  Tes1ng   and  Feedback   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   17  
  18. 18. The  Essence  of  ‘Design  Thinking’   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   18  
  19. 19. IDEO  Shopping  Cart  Project   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   20  
  20. 20. How  Would  You   Redesign  The   Shopping  Cart   for  Modern   Shoppers?  
  21. 21. Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   23   ‘SoK  Prototyping’   Wood,  Plas-c,  Paper,  Glue,  Scissors,  Tape  
  22. 22. Observe   Real  Customers  &  Customer  Behavior   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   24  
  23. 23. Direct  Engagement  with  Real  Users  
  24. 24. 27  
  25. 25. Elements  of  ‘Design  Thinking’   •  Needs  Finding   –  Direct  Observa1on  of  Users  and  User  Behaviors   –  User  Surveys  and  Ques1onnaires   –  Interviews   –  Shadowing   –  Understanding  &  Iden1fying  Proper  Context  for  New  Products/Services   •  Idea-on   –  Improvisa1on   –  Storytelling   –  Storyboarding   –  Use  Case  Analysis   •  Prototyping   –  ‘Sod  Prototyping’  of  products/services  with  paper,  cardboard,  plas1c,  wood   •  Itera-on   –  Pivo1ng   •  Ques-on-­‐Asking   –  Asking  the  ‘Right  Ques1on’  |  Knowing  ‘Wrong  Ques1ons’   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   28  
  26. 26. What  is  Different  About  ‘Design  Thinking’?   •  Avoids  ‘Hard  Engineering’  ac1vi1es,  expenditures  and   commitments  for  as  long  as  Possible   •  Combines  many  ‘hard’  &  ‘sod’  disciplines:   –  Sociology                                                                                    Design   –  Psychology                  Art  &  Drawing   –  Anthropology   –  Human  Factors   –  HandiCrads  &  Making  Things   –  Business   –  Engineering  &  Architecture   •  Searches  for  disrup've  and  new  crea1ve  approaches  to   solving  societal  problems  and  marketplace  gaps   •  Focuses  on  finding  and  ‘asking  the  right  ques1ons’   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   29  
  27. 27. Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   30  
  28. 28.     ‘Product  Design’   Is  *Not*  the  Same  as   ‘Engineering  Design’    
  29. 29. Deep  End-­‐User  Engagement   •  Intense,  frequent  and  large-­‐scale  direct   engagement  with  users     –  Using  ‘sod  prototypes’,  storyboards,  use  case   diagrams,  or     –  other  methods  of  describing  a  new  product  concept,   how  the  product  works,  and  how  a  consumer/ enterprise  might  use  it  in  their  business  environment   •  Users  can  ‘play’  with  the  product  ‘sod  prototype’   and  suggest  changes  to  features,  provide   feedback  as  to  how  they  may/may  not  use  it   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   32  
  30. 30. Elements  of  ‘Lean  Launchpad’   •  Avoid  ‘Premature  Scaling’  of  your  company/new  product   line  thru  extensive  pilo1ng/tes1ng  with  users  first   •  Consumer  Pilots   –  Hundreds  of  users   –  ‘Meet  with  4  customers  a  day’  –  Silicon  Valley  VC   –  ‘Our  student  teams  meet  with  10-­‐15  users  a  week’  -­‐  Stanford   •  Enterprise  Pilots   –  Dozens  of  users   •  Cri1cal  to  do  before  approaching  investors   •  Developed  by  Steve  Blank  at  Stanford  Engineering  School   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   33  
  31. 31. SoKware  Products  &  Services   ‘Design  Thinking’  and  ‘Lean   Launchpad’  methods  are   highly  applicable  and  used   for  soUware  products  and   services  also  
  32. 32. What  is  The  Principal  Objec-ve  Here?   ‘Design  Thinking’   +   ‘Lean  Launchpad’     =>>     Product-­‐Market  Fit  
  33. 33. Actual  Product  Design  Process   36   Search  for   Product-­‐Market  Fit  
  34. 34. Innova-on  &  Entrepreneurship   Ecosystem  Skills  Gaps  in  Europe   •  Product  Design   •  Sales  &  Marke1ng   •  Product  Management   •  Strategic  Use  of  Enterprise  Sodware   •  Many  European  companies  and  universi1es   show  substan1al  weakness  in  these  areas   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   37  
  35. 35.   Formal  Recommenda-on  to   European  Commission  to   Include  ‘Design  Thinking’  &   Direct  End-­‐User  Engagement   in  Horizon2020  Consor-um   Performance  Requirements   October  2014  
  36. 36.   Product  Design   Excellence  &  End-­‐User   Engagement  Skills   Are  EssenIal  to   Growing  Successful   Companies  in  CroaIa    
  37. 37. Maker  Movement  ||  MakerFaire   •  ‘Makers’  are  people  who  make  things  with   their  hands   – Cradsmen,  cradswomen   – Clothes  makers   – Machinists,  welders,  builders,  plumbers   – Ar1sts  and  Designers   – Sodware  Engineers   – Mechanical  &  Electrical  Engineers   •  A  global  movement  out  of  Silicon  Valley  and   other  loca1ons   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   40  
  38. 38. MakerFaire  Balkans  |  Croa-a   ‘MakerLabs’  Across  Croa-a   •  Why  not  bring  MakerFaire  to  Croa1a?   •  Opportunity  to  become  the  center  of  maker  ac1vi1es  and  events   in  the  Balkans  region   •  Put  ‘MakerLabs’  across  Croa1a   –  Privately  run  companies,  also  in  public  organiza1ons   –  Where  engineers,  crads  people,  companies,  students  and  professors   can  come  to  build  and  make  things  quickly  and  at  low  cost,  using   MakerLab  facili1es,  equipment  and  mentors   •  Mee1ngs  for  upcoming  Minister  visit  to  Silicon  Valley   –  O’Reilly  Media  (owns  MakerFaire  franchise)   –  TechShop,  Redwood  City  (Silicon  Valley’s  leading  private  ‘MakerLab’)   Apr  18  2015   Copyright  2015  Burton  H.  Lee  and   Innovarium  Ventures  |  Silicon  Valley   42  
  39. 39. Join Our Online Community @europreneurs Speaker Presentation Slides www.slideshare.net/burtonlee1 Speaker Videos – YouTube Channel ‘StanfordEuropreneurs’ ‘European Innovation @Stanford’ www.StanfordEuropreneurs.org me421.stanford.edu
  40. 40. THANK  YOU   Dr.  Burton  Lee  PhD  MBA   Stanford  School  of  Engineering   Burton.Lee@Innovarium.net     WWW.STANFORDEUROPRENEURS.ORG     @EUROPRENEURS  
  41. 41.   Working  in  Silicon  Valley,  Europe,  La-n  America  and  Washington  DC   •  Senior  financial,  technical  and  strategy  advisory  services  for  global  technology  innova1on  organiza1ons   •  Professional  Services   –  Technology  startup  and  growth  companies   •  Interim  CXO  and  Advisory  Board  roles   •  Expert  guidance  &  decision-­‐making  at  the  interface  between  market/customers,  technology  and  finance   •  Business  development  –  industrial  and  government   •  Business  plan  prepara1on/research/review;  Government  Grant  proposal  prepara1on/review   •  Coaching  and  mentoring  of  CEOs  and  other  CXO-­‐level  managers   •  Assistance  with  government  regulatory  and  policy  agencies   –  Angel,  venture  capital  and  private  equity  Investors   •  Fund  strategy,  team  selec1on  and  market  posi1oning   •  Due  diligence:  technical,  financial,  strategy  and  business  models   –  Public  and  non-­‐profit  R&D  laboratories   •  Technology  transfer  &  partnerships;  venturing  and  spin-­‐out  of  companies;  strategy  and  business  development;  grant  applica1ons   –  Research  universi1es   •  Innova1on-­‐related  models,  policies  and  prac1ces   •  Technology  transfer  and  licensing;  industry  partnerships  and  rela1ons;  development  and  strategy;  grant  applica1ons   –  Na1onal  and  regional  government  agencies   •  Innova1on  policy  formula1on,  analysis  and  review;  cluster  development  strategy;  economic  impact  studies   •  Science  &  technology  policy  formula1on,  analysis  &  review:  space,  avia1on,  nanotechnology,  sodware/AI/robo1cs,  manufacturing   •  Selected  recent  clients   –  US/European  technology  startup  companies  –  alterna1ve  energy,  robo1cs/AI,  sodware,  Internet,  nanotech   –  Venture  and  private  equity  funds  –  aerospace,  nanotechnology,  ICT,  compu1ng,  advanced  materials,  clean  tech   –  Office  of  the  Prime  Minister,  Ireland;  European  Commission;  Na1onal  Science  Founda1on;  NASA,  Na1onal  Academies   •  Dr.  Burton  Lee  PhD  MBA,  Managing  Director   –  Contact:  Burton.Lee@innovarium.net                                                                Based  in  Palo  Alto,  CA  near  Stanford  University   –  Bio/References:  LinkedIn  Profile   –  Lecturer,  European  Entrepreneurship  &  Innova1on,  Stanford  School  of  Engineering  

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