6. Business Model CanvasはPMFが達成できた企業向けである
Key PartnershipはFocusするべきでない,
Key Resourcesは時間で,
Customer Relationshipはカスタマーと話すこと
Key Activityはカスタマーと話してプロダクトを作ること
X
X
X
Business Model Canvasは使わない
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Copyright 2017 Masayuki Tadokoro All rights reserved
重要でない
重要でない
重要でない
重要でない
Startup Science 2017
リーンキャンパスの書き方
You don’t need detailed Business Plan
リーンキャンパスの書き方
Write lean campus.
Lean campus is start-up frame work invented by Ash Maurya, author of Running lean.
You can easily visualize start-up business models
Running lean Ash
リーンキャンバスを使ってPlan Aを書いてみよう
しかしPlan Aは必ず変更するので、
リーンキャンパスの書き方
リーンキャンパスの書き方
Business model canvas is for regular corperate or interpreters:
you should not focus on key partnership,
key resource is time,
customer relationship is all about talking to customers,
and key activities are building product and talking to customers
リーンキャンパスの書き方
There are three advantages in lean canvas
Agility: you can write up quickly
Simplisity: you can write up substancial aspects of business in simple manner
Mobility: you can update/share fairly easily
スタートアップにとってもっとも貴重な資源は時間である。
リソースが無くなる前に、最も多く学習したものが勝つ
リーンキャンパスの書き方
This is the order you want to write lean canvas
リーンキャンパスの書き方
How to write lean canvas
1 Issue: To target segment, what are top 3 issues to be solved
2 Customer segment: Specify uses. Clarify what kind of early adaptor will be there
3 Unique value proposition: What kind of value you
リーンキャンパスの書き方
Early adaptor will determine your business model
リーンキャンパスの書き方
リーンキャンパスの書き方
まず最初に小さい市場で独占を目指す
リーンキャンパスの書き方
不確定要素が高い順に検証する必要がある
リーンキャンパスの書き方
To become expert of customer issue and make something customer wants
一番大事なことはfocusすること
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4 Solution: At the beginning, you haven’t verified whether the issue really exists or not; write simple solution you can come up
5: Channel: There are not so many options when it comes to selection of channel; it is important that you will have to collect users to whom you can directly talk to
6: Revenue model: You don’t have to worry about too much, but do not provide product for free, put price tag on it
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7: Cost structure: List up the cost how much does it cost until the point you will launch the product
8: Key metrics: Write your key metrics of your business success. Try to use AARRR, pirates metrics
9: Unfair advantage: This is difficult to fulfill; you can write at very last. You can write, secret, insider information, expert network, dream team, network effect, community and current customer
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The most precious resource for start-up is time.
Start-up who learns the most before burn all the resources will will
リーンキャンパスの書き方
Exercise:
Write lean canvas of Tinder, matching application
リーンキャンパスの書き方
You download and login with your Facebook account
Set up conditions the person you want to meet.
You can start swiping person shown up to your screen;
if you like the person, swipe right, if not swipe left
Facebookで入る
リーンキャンパスの書き方
If it is like-like situation, you get message “It’s a match” and you can start chat with them
https://play.google.com/store/apps/details?id=com.tinder&hl=ja
Facebookで入る
リーンキャンパスの書き方
With monthly premium service (1200 JPY)
you can release the restrictions
Premium service
you can swipe unlimited times
you can change your location
Ad won’t be displayed
リーンキャンパスの書き方
Let’s create lean canvas by splitting into 2 teams
リーンキャンパスの書き方
リーンキャンパスの価値とは?
Why do you use lean canvas?
リーンキャンパスの価値とは?
If you ask the definition of business model,
there always will be 10 answers
リーンキャンパスの価値とは?
By using lean canvas, you can communicate efficiently with your team
リーンキャンパスの価値とは?
リーンキャンパスの価値とは?
リーンキャンパスの価値とは?
リーンキャンパスの価値とは?
リーンスタートアップとは?
リーンスタートアップとは?
Learning timing comes too late with waterfall method.
You have to learn more by releasing product as early as you can
Product developmentプロセスが邪魔をする(反直感的)
https://www.youtube.com/watch?v=JYrCr_IoJFI 3:25
Waterfall型では、カスタマーの接点があまりにも遅すぎる
リーンスタートアップとは?
You have to find functioning business model by pivoting before time-out
Ash Maurya:
イテレーションをどうやってまわしていくか
リーンスタートアップとは?
Pivot is to change strategy without changing vision
リーンスタートアップとは?
Achieve PDF by finding right business model though pivots before time-out
Time-out before you find right business model
スタートアップは学習することが重要
With your lean canvas, your team will decide what to pivot;
you will make a decision as everyone is convinced
スタートアップは学習することが重要
Start-up is all about team play
スタートアップは学習することが重要
Pivot which is not fully convinced by team member can bring fall-out of teams
スタートアップは学習することが重要
How much did you learn while you are running iteration cycles
スタートアップは学習することが重要
cofouderはpivotできない
スタートアップは学習することが重要
“Make something people want”
Build product you want to build and release. Measure vanity metrics to justify your bias. Burn out before achieving PMF
https://www.youtube.com/watch?v=qAws7eXItMk
サイドプロジェクトで始める
The best way to get start-up idea is not about thinking start-up ideas
スタートアップっぽい動きをするとそれは死への一歩である
サイドプロジェクトで始める
Good start-ups are come from side project.
http://startupjunkies.com/business-plans-and-models/planning/ are generated when the founders
サイドプロジェクトで始める
You job
Resposiblity and accountability
Play a role assigned
Focus on urgency
Constraint with current value chain
Present-tense
Based on current solution
Based on current practice
Side project
Based on curiosity
Play yourself
Focus on importance
Think out of box
No constrain from current operation
Future-tense
Based on new solution
Think backwards from “should-be”
“We did plan to incorporate Facebook;
we were focusing on what our users wants and
build product to fulfill it”
サイドプロジェクトで始める
Apoorva Metha, Instacart founder, came up with the idea
while he was Amazon employee; he started to build Instacart Beta version
サイドプロジェクトで始める
Jerry Yang and David Filo, stanford students in 1994, create
portal site while they were full time students.
The portal site turned out to be Yahoo!
https://en.wikipedia.org/wiki/History_of_Yahoo!
https://en.wikipedia.org/wiki/Jerry_Yang_(entrepreneur)
サイドプロジェクトで始める
Steve Jobs and Steve Wozniak were geeks on machine; they tried to build machine enabling long-distance free call;
this turned out to be Lisa, the 1st Apple machine
サイドプロジェクトで始める
サイドプロジェクトで始める
You should start with idea.
Then decide whether you will make a company
out of it or not