This document contains notes from a Lean Launchpad class on digital health startups. It discusses developing an early option that maximizes contribution, identifying key criteria for early adoption and validation partners. It emphasizes the importance of talking to potential customers to build relationships and credibility before presenting data. Directly targeting the top ten most interested companies can create the most value by delivering something for their pipeline. Overall, the document provides guidance on using the Lean Launchpad approach to generate early revenue and deliver an MVP to key customers.

1. Channels:
“Develop
an
early
op1on
that
maximizes
your
contribu1on”
Value Propositions
Lean
Launchpad:
Therapeu1cs
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
UCSF
Entrepreneurship
Center
October 1, 2013
October
15,
2013
Karl
Handelsman
Abhas Gupta, MD
Codon
Capital
Mohr Davidow Ventures
@abhasguptamd
Weekly
Office
Hours:
4:30-­‐5:30
before
class

2. Customer
Segments
Next
Week
Value Propositions
Lean Launchpad: Digital Health
This
UCSF Entrepreneurship Center
October 1, 2013 Week
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

3. Value Propositions
Lean Launchpad: Digital Health
Channels
UCSF Entrepreneurship Center
October 1, 2013
CONTEXT
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

4. Overview
You
now
have
the
ten
companies
with
highest
interest
You
have
defined
the
key
criteria
to
induce
early
adop1on
You
have
iden1fied
the
outsourced
partners
with
the
highest
valida1on
Lean Launchpad: pproah
Health
for
your
therapeu1c
a Digital
Which
animal
model,
which
CRO,
etc.
UCSF Entrepreneurship Center
You
have
talk
across
segments
f1, 2013 target
company
or
every
October
Therapeu1c
Head,
Business
Development,
Internal
Experts
Value Propositions
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

5.
Innovators
Make
The
Rules?
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

6. Why spend all this time talking?
If
I
wait
.ll
I
have
data
I
will
be
in
a
posi.on
of
strength
Only
if
you
have
a
perfect
view
of
what
data
is
key
You
need
to
build
credibility,
build
a
rela1onship
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
A
significant
bAbhas Gupta, MD
usiness
development
deal
for
biotech
Mohr Davidow Ventures 18
months
companies
takes
@abhasguptamd
from
first
contact

7. The
Early
Stage
Startup
Advantage
You
can
recruit
and
assemble
the
best
resources
in
the
world
unique
to
your
program
work
across
ins1tu1ons,
access
different
talent,
novel
sources
of
funds
or
resources
You
can
have
deeper
knowledge
of
customer
space
You
can
talk
to
Pharma
more
about
your
area
than
they
talk
to
each
other
You
can
become
the
expert
at
moving
from
“pre-­‐compe11ve
idea”
to
pipeline
product
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

8. Key
Ques1ons
• What
is
your
distribu1on
channel?
Are
there
alterna1ves?
• Draw
the
channel
diagram
-­‐
Annotate
it
with
the
channel
economics
• What
were
your
hypotheses
about
who/
what
your
channel
would
be?
• Did
you
learn
anything
different?
UCSF Entrepreneurship Center
• What
was
it
that
made
channel
partners
October 1, 2013
interested?
excited?
• Did
anything
change
about
Value
Proposi1on
or
Customer
segment?
Value Propositions
Lean Launchpad: Digital Health
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

9. KOLs,
Investment
Bankers,
Analysts
Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

10. Direct
Approach:
Ten
Targets
• “The
more
dis1nct
the
audience-­‐and
the
harder
it
is
to
aggregate-­‐
the
more
valuable
it
will
be.”
-­‐Value Propositions g
110
Startup
Owner
Manual
p
Lean Launchpad: Digital Health
• The
value
to
Pharma
is
delivering
something
UCSF Entrepreneurship Center
for
their
pipeline:
beat
1,heir
internal
October t 2013
benchmarks
to
create
value
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

11. Last
Weeks
Big
Idea
You
must
find
a
CUSTOMER
SEGMENT
to
generate
Launchpad: Digital Health every
stage
revenue
at
Value Propositions
Lean
UCSF Entrepreneurship Center
October 1, 2013
Abhas Gupta, MD
Mohr Davidow Ventures
Historically
the
best
outcomes
for
therapeu1c
@abhasguptamd
entrepreneurs
involved
early
collabora1ons!

12. This
Weeks
Big
Idea
Mastery
of
the
lef
side
of
the
canvas
to
deliver
quality
Launchpad: Digital Health a
direct
MVP
enables
approach
focused
on
ten
UCSF Entrepreneurship Center
customers.
October 1, 2013
Value Propositions
Lean
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd

13. Value Propositions
Lean Launchpad: Digital Health
UCSF Entrepreneurship Center
October 1, 2013
My
Contact:
Put
LLP
in
Subject
Line
for
extra
points
KARL@CODONCAPITAL.COM
Abhas Gupta, MD
Mohr Davidow Ventures
@abhasguptamd