This document provides an overview of an innovation workshop conducted by Scott Bales of C Innovation Labs Asia. The workshop covered topics such as Lean startup methodology, product-market fit, customer discovery, minimum viable products, validated learning, and pivoting vs. persevering. Attendees engaged in exercises to develop customer personas, identify customer problems, generate hypotheses, and plan validation experiments. The goal was to equip participants with frameworks and tools to drive continuous learning and innovation within their organizations.

1. Ⓒ Innovation Labs Asia
@scottebales #innovationronin
FINDING PRODUCT
MARKET FIT Innovation Labs Asia
Scott Bales
Managing Director
@scottebales
@scottebales
/scottebales

2. PRODUCT
MARKET FIT
FINDING
SCOTTEBALES.COM

3. Ⓒ Innovation Labs Asia
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4. Ⓒ Innovation Labs Asia
@scottebales #innovationronin
Working with over 100 companies in
various stages of the innovation journey

5. Ⓒ Innovation Labs Asia
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#1 Crowd Funded in Asia
JULY 2018

6. Ⓒ Innovation Labs Asia
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#innovationronin
@scottebales
+

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OBJECTIVES
accept fail = lesson
what is Lean
what are the tools
explore customer discovery
designing experiments
making decisions

8. Ⓒ Innovation Labs Asia
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Lean 101
Product Market Fit
PRACTICAL Homework
1-on-1

9. “Give a Man a Fish,
and You Feed Him
for a Day. Teach a
Man to Fish, and
You Feed Him for a
Lifetime”

10. Ⓒ Innovation Labs Asia
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ERIC RIES
The Lean Startup method
teaches you how to drive a
startup-how to steer, when to
turn, and when to persevere,
and grow a business with
maximum acceleration.

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99%
IS IT THE RIGHT IDEA?
FAIL
OF VENTURES

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WHAT MOST PEOPLE THINK WHAT SUCCESSFUL PEOPLE KNOW

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14. Ⓒ Innovation Labs Asia
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PIVOT OR PERSEVERE
DIFFERENCE BETWEEN SUCCESS & FAILURE IS THE ABILITY TO BUILD MEASURE, LEARN & ADAPT

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16. Ⓒ Innovation Labs Asia
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YOUR SKILLS ARE KEY TO YOUR STARTUP SUCCESS
NONE 1 2 3 4 AVG 6 7 8 9
ROCK
STAR
BUSINESS MODELING
PERSONA DEVELOPMENT
CUSTOMER DISCOVERY & DEVELOPMENT
MINIMUM VIABLE EXPERIMENTS
PRODUCT / MARKET FIT
PIVOT VS PERSEVERE
PITCHING

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WHO ARE YOU?
WHAT ARE
...YOUR PASSIONS?
...YOUR EXPECTATIONS?

18. Ⓒ Innovation Labs Asia
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WHO ARE YOU?
VERB STARTING WITH THE SAME LETTER AS YOUR NAME Spontaneous Scott
Guiding innovative entrepreneurs
Enable entrepreneurs to build products that
make a difference in the world
WHAT ARE YOU PASSIONATE ABOUT SOLVING...
WHAT DO YOU WANT TO GET OUT OF TODAY?

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20. Ⓒ Innovation Labs Asia
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TREVOR OWENS

21. Ⓒ Innovation Labs Asia
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ACCEPT YOU KNOW NOTHING
Neither you, nor the customer, may know what the product
requirements are until after they’ve played with the product
PRINCIPLES OF LEAN
TEST SMART
Failure friendly firms don’t fail, they either confirm or reject
hypotheses
MEASURE SMART
Lean Enterprises measure the right things
ITERATE AT SPEED
Lean Enterprises don’t throw good money after bad. But
neither are they fickle. Whatever the case, they pivot or
persevere quickly

22. Ⓒ Innovation Labs Asia
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23. Ⓒ Innovation Labs Asia
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CUSTOMER & PROBLEM
ASSUMPTIONS
MVP
VALIDATED LEARNING
CUSTOMER DISCOVERY
PIVOT OR PERSEVERE
BRAINSTORMING
SOLUTION

24. Ⓒ Innovation Labs Asia
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BUSINESS DESIGN
CUSTOMER PROBLEM SOLUTION

25. SEARCH & EXECUTE
CUSTOMER
DISCOVERY
CUSTOMER
VALIDATION
CUSTOMER
CREATION
COMPANY
BUILDING

26. MALKOVICH BIAS
THE TENDENCY TO BELIEVE THAT EVERYONE
USES TECHNOLOGY THE SAME WAY YOU DO
ANDRES GLUSMAN

27. YOU ARE NOT THE CUSTOMER
ONLY THROUGH RESEARCH CAN WE UNCOVER PEOPLE’S
PAINS, NEEDS, AND GOALS, IN THEIR CONTEXT

28. Ⓒ Innovation Labs Asia
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IF YOU DON’T TALK TO YOUR CUSTOMERS,
HOW WILL YOU KNOW HOW TO TALK TO YOUR CUSTOMERS? WILL EVANS

29. Ⓒ Innovation Labs Asia
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WHICH CUSTOMER?
1 2 3 4
CUSTOMER
ADDRESSABLE MARKET

30. Ⓒ Innovation Labs Asia
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PERSONA DEVELOPMENT
fictional characters to represent different user
types in a targeted, attitude and/or behaviour
set to drive empathy
CUSTOMER

31. Ⓒ Innovation Labs Asia
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Facts
Factual information about your target customer
Pain
State the problem you believe your target customers have, that
your solution intends to solve for
Behavior
Existing behavior they exhibit now, because they don’t have your
solution
Goals
What goals are they trying to accomplish through the behavior,
that your solution will do better?
GREG
37 years of age, married(7 years).
Two kids (3 & 5)
Employed by Coca-Cola to manage regional
marketing
Tech savvy, loves his Gadgets. Always keen
to learn more
Reads The Economist Online
Enjoys the outdoors with his kids
Regular traveller in the region, both work
and personal
Greg is a bit of a perfectionist, so he has tried multiple video blog solutions
But hasn’t found any that allow him to express himself in the way he wants.
He finds each tool hard to earn, and really isn’t sure if he is getting the best
out of each tool
He has tried reading through forums, but finds it difficult reading a tutorial
and applying it to his material
Has been reading video blog tips in the hope of creating is own travel video blog
Purchased a pirated copy of Final Cut Pro to explore, but quickly purchased a license
Always has his video camera out when traveling, both on work travels and personal
travel
Purchased the domain www.gregsworld.com
Has tried Vimeo, Wordpress and TypePad in attempts to create a blog
Greg loves to travel, he loves to explore new places, culture, people and food
Greg would love to share his experiences with friends, family and colleagues

32. Ⓒ Innovation Labs Asia
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Facts
Factual information about your target customer
Pain
State the problem you believe your target customers have, that
your solution intends to solve for
Behavior
Existing behavior they exhibit now, because they don’t have your
solution
Goals
What goals are they trying to accomplish through the behavior,
that your solution will do better?
TEMPLATE: innovationlabs.asia/personas

33. Ⓒ Innovation Labs Asia
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Facts
Factual information about your target customer
Pain
State the problem you believe your target customers have, that
your solution intends to solve for
Behavior
Existing behavior they exhibit now, because they don’t have your
solution
Goals
What goals are they trying to accomplish through the behavior,
that your solution will do better?

34. Ⓒ Innovation Labs Asia
@scottebales #innovationronin
Facts
Factual information about your target customer
Pain
State the problem you believe your target customers have, that
your solution intends to solve for
Behavior
Existing behavior they exhibit now, because they don’t have your
solution
Goals
What goals are they trying to accomplish through the behavior,
that your solution will do better?
Facts + Behavior = Customer

35. Ⓒ Innovation Labs Asia
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Facts
Factual information about your target customer
Pain
State the problem you believe your target customers have, that
your solution intends to solve for
Behavior
Existing behavior they exhibit now, because they don’t have your
solution
Goals
What goals are they trying to accomplish through the behavior,
that your solution will do better?
Pain + Goals = Problem

36. Ⓒ Innovation Labs Asia
@scottebales #innovationronin
Facts
Factual information about your target customer
Pain
State the problem you believe your target customers have, that
your solution intends to solve for
Behavior
Existing behavior they exhibit now, because they don’t have your
solution
Goals
What goals are they trying to accomplish through the behavior,
that your solution will do better?
(Behavior + Goals) - Pain = Solution

37. Ⓒ Innovation Labs Asia
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CUSTOMER PROBLEM SOLUTION
Facts + Behavior
= Customer
Pain + Goals
= Problem
(Behavior + Goals) - Pain
= Solution
hypothesis design

38. Ⓒ Innovation Labs Asia
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CUSTOMER PROBLEM (SOLUTION) HYPOTHESIS
Who specifically has this
problem?
How do you intent to solve
this problem?
What problem are you
trying to solve?
CUSTOMER PROBLEM SOLUTION

39. Ⓒ Innovation Labs Asia
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CUSTOMER PROBLEM (SOLUTION) HYPOTHESIS
Passionate travelling executives,
who want to share their travel
experiences
An educative video blog
platform
Lack of skills, and/or
technology to share their
experiences simply
CUSTOMER PROBLEM SOLUTION

40. Ⓒ Innovation Labs Asia
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HOW DOES IT SCALE?

41. Ⓒ Innovation Labs Asia
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MULTIPLE PERSONAS
PROBLEM

42. Ⓒ Innovation Labs Asia
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CUSTOMER & PROBLEM
ASSUMPTIONS
MVP
VALIDATED LEARNING
CUSTOMER DISCOVERY
PIVOT OR PERSEVERE
BRAINSTORMING
SOLUTION

43. List core assumptions about
the problem.
Does the
problem
cause pain?
Is the
customer hypo
right?
Is there
behaviour to
fix?
does the
problem exIST?
ASSUMPTIONS

44. Ⓒ Innovation Labs Asia
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MINIMUM VIABLE PRODUCT
Customer Discovery/Development
Pitch
Concierge
EXPERIMENT
EXPLORATION
PITCH
CONCIERGE

45. Ⓒ Innovation Labs Asia
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CUSTOMER VALIDATION
investigating their problems to
understand past behaviour
attempts to sell to a customer in
exchange for currency: time,
money or work
deliver the product as a
service to see is delivery
matches expectations
CUSTOMER
DISCOVERY
PITCH CONCIERGE

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47. Ⓒ Innovation Labs Asia
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Field Observation

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Coffee Shop Test

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Role Play

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Facebook Page

51. Ⓒ Innovation Labs Asia
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Landing Page

52. Ⓒ Innovation Labs Asia
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CUSTOMER & PROBLEM
ASSUMPTIONS
MVP
VALIDATED LEARNING
CUSTOMER DISCOVERY
PIVOT OR PERSEVERE
BRAINSTORMING
SOLUTION

53. Ⓒ Innovation Labs Asia
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WHAT DO THE NUMBERS SAY?
ONE ACTIONABLE METRIC THAT TIES SPECIFIC &
REPEATABLE ACTIONS TO OBSERVED RESULTS

54. Ⓒ Innovation Labs Asia
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CUSTOMER & PROBLEM
ASSUMPTIONS
MVP
VALIDATED LEARNING
CUSTOMER DISCOVERY
PIVOT OR PERSEVERE
BRAINSTORMING
SOLUTION

55. Ⓒ Innovation Labs Asia
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PIVOT

56. Ⓒ Innovation Labs Asia
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PIVOT
ZOOM-IN
A SINGLE FEATURE BECOMES THE
WHOLE PRODUCT
CUSTOMER NEED
REPOSITIONING, OR A
COMPLETELY NEW PRODUCT
ZOOM-OUT
THE WHOLE PRODUCT BECOMES A
SINGLE FEATURE
CUSTOMER SEGMENT
GOOD PRODUCT, BAD CUSTOMER
SEGMENT
PLATFORM
CHANGE FROM AN APPLICATION
TO A PLATFORM, OR VICE VERSA

57. Ⓒ Innovation Labs Asia
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WHAT
WOULD
YOU
DO NEXT?

58. Ⓒ Innovation Labs Asia
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SILENCE
CUSTOMER DISCOVERY TIPS
REFLECT BACK
HAVE
EMPATHY
ASK FOR STORIES
ASK OPEN QUESTIONS
NO LEADING QUESTIONS
OBSERVATIONS VS. INSIGHTS

59. Ⓒ Innovation Labs Asia
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HOMEWORK
DEVELOP TWO CUSTOMER PERSONAS
THEN INTERVIEW 20 OF EACH

60. YOUR GOAL
CONTINUOUS VALIDATED LEARNING

61. Ⓒ Innovation Labs Asia
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24.87% CAGR for cards &
payments industry
60% YOY growth in internet
users
Wing : pioneer of Mobile
Money in Cambodia
significantly contributed to
nation’s economic growth

62. Ⓒ Innovation Labs Asia
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63. Ⓒ Innovation Labs Asia
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Knowledge is having the right answer
Intelligence is asking the right question

64. Ⓒ Innovation Labs Asia
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WORK SMARTER
NOT HARDER

65. SUCCESS
YOU TOO CAN OWN THIS FACE OF ACCOMPLISHMENT

66. Ⓒ Innovation Labs Asia
@scottebales #innovationronin
YOUR SKILLS ARE KEY TO YOUR STARTUP SUCCESS
NONE 1 2 3 4 AVG 6 7 8 9
ROCK
STAR
BUSINESS MODELING
PERSONA DEVELOPMENT
CUSTOMER DISCOVERY & DEVELOPMENT
MINIMUM VIABLE EXPERIMENTS
PRODUCT / MARKET FIT
PIVOT VS PERSEVERE
PITCHING

67. Ⓒ Innovation Labs Asia
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Financial
Services
Insurance
Education
Media
Healthcare
It takes weeks, not years,
of inaction to be disrupted
Key industries
under threat
“The increasingly crowded unicorn club”
Source: CB Insights

68. Ⓒ Innovation Labs Asia
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The Innovation Journey
• Barriers to Innovation
• Persona Modelling
• Hypothesis Design
• Experiment Design
• Customer Development
• Innovation Culture
• Business Models
• Opportunity Framing
• Peer Review
Equipping teams with consistent proven methods for innovation
Innovation
Practitioner
Innovation
Bootcamp
Innovation
Accelerator
• Product Market Fit
• Advanced Experiment
Methods
• Experiment Design & Metrics
• Scaling Problem/Market Fit
• Opportunity Identification &
Validation
• Venture Accounting model
• Pitch a Venture
• Growing A User Base
• Support Frameworks
• Can we measure demand
prior to launch?
• How does the customer
want to experience the
product or service?
• Rapid prototyping and
acceptance testing
Who & How Should We
Innovate?
Should & Can we solve this
problem?
Is There A Problem Worth
Solving?

69. Ⓒ Innovation Labs Asia
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Returns
Short term priorities that lead to
long-term Innovation Goals
Collaboration
CapabilityCulture
Context
Innovation
Acceleration
Innovation Bootcamp
Innovation
Practitioner
Executive Inspiration
Session
Inspiring action
around
opportunity,
threats &
barriers to
innovation.
Horizon 1 | ROI in 0-12 months
12 weeks
acceleration
program
3 days Innovation
practitioner workshop
5 days
bootcamp
6 weeks situational
Analysis Report
Proof of
Value
Proof of
Concept
Enabled
Innovation
Innovation
Education
Discovery
& Planning

70. Ⓒ Innovation Labs Asia
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Enabled Innovation
Executive
Advisory
Strategic
Advisory
Field
Research
Product
Development
Rapid
Prototyping
Market Entry
Strategy
Disruptive
Innovation

71. Ⓒ Innovation Labs Asia
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It is not the strongest of the species that
survive, nor the most intelligent, but the
ones most responsive to change.
Start your innovation journey
with Innovation Labs Asia, today
/ Charles Darwin
Contact Us:
Innovation Labs Asia
hello@innovationlabs.asia
Lvl 4, 101c Telok Ayer Street, Singapore, 068574
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