The document discusses key aspects of project development and validation for startup success. It covers topics like lean startup methodology, customer development, minimum viable products, running experiments, metrics, and pitching ideas. The goal is to help students learn processes for developing and testing concepts before large-scale execution to identify problems early and increase the chances of success.

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FOR ENSURING
COMPANY SUCCESS
Module: Semester 2 (Knowledge Application / Acting)
Lecturer: Project development & coaching
Date: [Add date here]
COURSE CONTENT SUPPORTED BY
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Living in a time with free/easy access to Internet almost every where, cloud computing,
open source software (etc.), proves that the cost of building products is getting lower.
But the prospect of building successful startups haven’t improved much. Most startups still
fail. But from those startups that succeed, two-thirds report having drastically changed their
plans along the way. So, what separates successful startups from unsuccessful ones isn’t
necessarily the fact that successful startups began with a better initial plan, but rather that
they find a plan that works before running out of resources.
Project Development is the process and improvement of the concept (idea) through the
planning until the execution.
Without neglecting the importance of the need/opportunity identification in the marked, the
most important is the execution of the idea. Since it will prove the efficiency of it.
Project development & coaching

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Considering also that investors evaluate a business opportunity looking for :
• A proven market (or market demand able to absorb a specific value proposition that scales throughout
the time)
• A proven team (the team that is able to take the lead to success and attract the required talent)
• A proven technology (that is developable and sellable in time, form and cost)
• An adequate project implementation; in a manner that is agile, flexible, responsive, with a balanced
consumption of resources and a reduced exposure to risks that follows a proactive and effective
management of those, to achieve the defined objectives.
The most important is the execution of the idea

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Idea
• Smaller than a
computer, more
portable
• Touch screen
• New features
(app’s)
• Already sold all
wide world
Problems
• Life time longer
than expected
• Shared among
family members
• Same features
as a Smartphone
• Lack of
uniqueness
Result
• Not enough sells
• No revenue
• Product
devaluation
A recent example of Project Development lack after first hit
are tablets, being sell by Apple, Samsung , Amazon (etc)

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At the end of this lecture you will be able to...
✓ Use the Lean Startup and Customer Development methodologies and tools
✓ Develop a viable product or prototype and validate its value proposition
✓ Conduct experiments with the prototypes or Minimum Viable Products (MVPs) and measure the
results
✓ Facilitate decision making, improvement and evolution of the project and value proposition
✓ Analyze and apply some useful tools relevant to the development process and pivoting/iteration of
the value proposition and solution.
✓ Prepare a succinct and persuasive pitch for your MVP and perform in front of investors.
✓ Enhance your leadership and management skills.

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COURSE CONTENT

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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During the Project Development module you will learn to analyze, research, prototyping and testing an
idea/project .Project development isn't a straight forward process, it requires patience and dedication,
since it is necessary to step back and repeat the process several times before giving the big step for
production.
For a good Project Development is necessary to test the idea/project in a short period of time in order
to find problems in the earlier stages of the process, but that doesn’t mean you should try the first thing
that comes to your mind. There are stages that you will have to go through that will be explained further
on.
In this first phase it’s important to get to know the ideas/projects from your colleges to be able to define
workgroups. Explore, review and provide feedback on ideas/projects from other groups.
Introduction

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Objectives
● Document the project's goals and scope, and keep it updated . It should include the nature of the project, size,
financial parameters, scheduled milestones, and target audience, as well as the creation of planning and
development strategies.
● Get to know the Lean Startup and Customer Development methodologies and tools through its application to
projects of the participants in the course.
● Validate the value proposition of a MPV or prototype (and develop it, if not available)
● Conduct experiments with the prototypes or MVPs, measure results and extract information that facilitate decision-
making and adjustment of the implementation.
● Analyze and apply some useful tools relevant to the development process and pivoting/iteration of the value
proposition and solution.
● Learn how to prepare and perform a succinct and persuasive pitch for your MVP.
● Enhance your leadership and management skills.
Introduction
Objectives

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Methodologies
Will be used different tools to identify, measure, analyze, conclude, decide and improve the customer relationships
models and processes of the projects and their product/service design, improvement and development methods.
Selecting the most suitable project development methodology could be a tricky task. When it comes to selecting an
appropriate one, there are a few dozens of factors you should consider. Each project management methodology carries its
own strengths and weaknesses.
Therefore, there is no good or bad methodology and what you should follow is the most suitable one for your project
management requirements.
Introduction
Methodologies

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After this lecture, you will be able to:
● Understand why any idea/ project isn’t bad until someone is able to prove the
contrary.
● Share and discuss different ideas/projects with your colleges and teacher. Learn from
it and contribute to other projects.
In the end of this lecture, you should deliver:
● Workgroups
Introduction
In the end of this lecture you should present:

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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LEAN STARTUP and customer development
Why is important to be
lean?

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Lean startup is a recent method for businesses and products development
first proposed by Eric Ries. It shows that Startups can shorten the time
spent during the product development by eliminating wasteful practices
and increasing value-producing practices. In the lean startup process is
primordial to get the customer feedback during the product development
and not later, as it is in other processes. It ensures that will not be invested
time designing features or services that the consumers don't want/need.
" Lean Startup is one that combines fast-release, iterative development
methodologies (e.g., Agile) with Steve Blank’s “Customer Development”
concepts" Eric Ries in The Entrepreneur’s Guide to Customer Development
LEAN STARTUP and customer development
The lean startup cycle

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3 Stages of a Lean Startup
LEAN STARTUP and customer development
Customer Discovery Customer Validation Customer Creation
▪ Problem/Solution Fit
▪ Value Hypothesis
▪ Business Model
▪ Product/Maket Fit
▪ Customer Segmentation
▪ Strategy Validation
▪ Scale
▪ Growth Hypothesis
▪ Engine of growth
▪ Revenue/Cost

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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GO-TO-MARKET strategy

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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MINIMUM VIABLE PRODUCT (MVP)
Why do you think to
create a MVP is
important?

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MINIMUM VIABLE PRODUCT (MVP)
Assumptions in which the solution is based:
•Hypothesis #1. Replace this text with a tweet-description of the hypothesis in which you base the definition of your solution.
•Hypothesis #2. Replace this text with a tweet-description of the hypothesis in which you base the definition of your solution.
•…
•Hypothesis #N. Replace this text with a tweet-description of the hypothesis in which you base the definition of your solution.
Minimum set of features needed to deliver value
•Feature #1. Replace this text with a tweet-description of one characteristic or attribute that allows testing your hypothesis.
•Feature #2. Replace this text with a tweet-description of one characteristic or attribute that allows testing your hypothesis.
•…
•Feature #N. Replace this text with a tweet-description of one characteristic or attribute that allows testing your hypothesis.

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Some tools you could use to develop your MVP:
–Axure. http://www.axure.com/
–Balsamiq. https://balsamiq.com/
–Designpedia. http://issuu.com/lideditorial/docs/libro-designpedia
–Flinto. https://www.flinto.com/
–FluidUI. https://www.fluidui.com/
–Hotgloo. http://www.hotgloo.com/
–QuickMVP. http://quickmvp.com/
–Unbounce. http://unbounce.com/
MINIMUM VIABLE PRODUCT (MVP)
–Invisionapp. http://www.invisionapp.com/
–Justinmind. http://justinmind.com/
–Mockingbird. https://gomockingbird.com/
–MockupBuilder. http://mockupbuilder.com/
–Moqups. https://moqups.com/
–PoPapp. https://popapp.in/
–Proto.io. http://proto.io/

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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EXPERIMENTS and PIVOTING
Why do you think to run
experiments is
important?

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Objectives:
• Identify in which way experiments should be defined and how
hypothesis should be handled to extract information necessary
for decision-making.
Deliverables:
Experiments conducted. Adjust and execute experiments.
Review or create new MVPs.
EXPERIMENTS and PIVOTING

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EXPERIMENTS and PIVOTING
Tests to be run needed to validate the hypothesis
•Experiment #1. Replace this text with a tweet-description of the experiment you need to run with your MVP to validate your
hypothesis and continue learning.
•Experiment #2. Replace this text with a tweet-description of the experiment you need to run with your MVP to validate your
hypothesis and continue learning.
•…
•Experiment #N. Replace this text with a tweet-description of the experiment you need to run with your MVP to validate your
hypothesis and continue learning.

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EXPERIMENTS and PIVOTING
Some tools you could use to define and execute your experiments and manage your metrics:
–Ducksboard. https://ducksboard.com/
–Klout. https://klout.com/
–Javelin experiment board. http://www.javelin.com/experiment-board.html
–Optimizely. https://www.optimizely.com/
–Usertesting. http://www.usertesting.com/

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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METRICS
Why do you think metrics
are important?

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METRICS
Relevant metrics that help moving forward
•Metric #1
–Description. Replace this text with a tweet-description of main goal for this current phase of the project.
–Objective. Replace this text with the numeric objective you set up for this metric.
–Status. Replace this text with the current status for this metric.
•Conclusion. Replace this text with a tweet-description of your conclusion out of the current status of this metric.
•Actions. Replace this text with a tweet-description of the actions you are going to take to get to your objective.
•Metric #2
–Description. Replace this text with a tweet-description of main goal for this current phase of the project.
–Objective. Replace this text with the numeric objective you set up for this metric.
–Status. Replace this text with the current status for this metric.
•Conclusion. Replace this text with a tweet-description of your conclusion out of the current status of this metric.
•Actions. Replace this text with a tweet-description of the actions you are going to take to get to your objective.

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METRICS
Some tools you could use to manage your metrics:
–Google analytics. http://www.google.com/analytics/
–Kissmetrics. https://www.kissmetrics.com/
–Twitter analytics. https://analytics.twitter.com

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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CUSTOMER management

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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PITCH creation and evaluation
The art of pitching?

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Structure: 10 slides, 20 minutes, 30 point font (GK)
1) Problem/Need/Opportunity
2) The solution
3) Business Model
4) Where is the magic?
5) Marketing and Sales
6) Competitors and Market
7) The Team
8) Projections and Milestones
9) How are you going to make the investors rich?
10) Summary and Call to Action
PITCH creation and evaluation

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PITCH creation and evaluation

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Table of Contents
1 INTRODUCTION
2 LEAN STARTUP and customer development
3 GO-TO-MARKET strategy
4 MINIMUM VIABLE PRODUCT (MVP)
5 EXPERIMENTS and PIVOTING
6 METRICS
7 CUSTOMER management
8 PITCH creation and evaluation
9 FINAL RESULTS

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Performance Report
It is suggested that you (1) find the questions that should be answered for this report, (2) answer them individually, considering both
the personal and group dimensions, and (3) collect all the answers, views, opinions, experiences, etc. and create a single group
report.
DELIVERABLE: A ppt (max. 20 slides) or doc (max. 4 pages) in pdf format using whatever the structure and format. It’s highly
recommended that you go to the point. Thus, it’s not at all needed that you fill in 20 slides or 4 pages.
The focus of this report is not the project, but the process and experience. Even though, it’s requested that the document starts by the
very basic and key elements of the project (value proposition, business opportunity, business model, go-to-market strategy) so as to
frame the context for the rest of the report. This introduction could be, just as a reference, maximum 2 slides (ppt) or half page (doc).
You may:
–Use storytelling or whatever the approach, technique or format to convey the messages you want to get through.
–Use all or part of this performance report for the final pitch of the course (presentation of results). It’s highly recommended though
that you adapt formats for the different deliveries (written standalone report and pitch to the whole group).
FINAL RESULTS

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Presentation of Results
It is suggested that you first do the performance report.
DELIVERABLE: Each group will have 12min (sharp) to elaborate about the topic. After that, there will be up to 10min for
Q&A.
The pitch will start by a max. of 1min elevator pitch of the project, to frame the context.
Deliver through the Campus (Discussion Board and the Assignment area) all materials used during the pitch.
You may:
–Use whatever the structure you wish for the pitch, including questions (embedded or at the end, you choose and manage).
–Use storytelling or whatever the approach, technique, material or format to convey the messages you want to get through.
–Use all or part of the performance report. It’s highly recommended though that you adapt formats for the different deliveries (written
standalone report and pitch to the whole group).
FINAL RESULTS

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THANK YOU
FOR QUESTIONS OR COMMENTS PLEASE CONTACT
[Insert name of the lecturer]
[Insert email address of the lecturer]
[Insert phone number of the lecturer]
FOR YOUR ATTENTION