How to get things done.

1. GOING LEAN
LAB75 02.01.15

2. BUSINESS

3. WHAT IS BUSINESS?
The fine art of separating
people from their money.

4. WHEN IS THIS POSSIBLE?
Add
enjoyment
remove
pain

5. HOW IS IT POSSIBLE?
Product Service

6. BUSINESS MATRIX
Product Service
PainJoy

7. PRICING CHALLENGE
Is it worth paying?
>

8. PLAN

9. HOW TO PLAN?
Repetition.

10. HOW TO PLAN?
Experience.

11. THE CHALLENGE
How to plan the unkown?

12. WHAT IS A PLAN?
An ansumption about the future.

13. HOW TO SEE IT
An expedition with many ways.

14. SETTING

15. BUSINESS MODELS
VS
startup cooperate

16. WHAT IS A STARTUP?
„A startup is a human institution designed to deliver a new product or
service under conditions of extreme uncertainty and has nothing to do
with size of company, sector of the economy or industry.“

17. BUSINESS MODELS
VS
startup cooperation
10% KNOWN
90% UNKNOWN
10% UNKNOWN
90% KNOWN

18. =
startup experiments

19. Most experiments fail.

20. Scale
Optimize
Economics
Promise
Product / Market Fit
„The real reason
most startups fail
is that the fail to
build something
that people
actually want
to use and
pay for.“
DANGER ZONE

21. FAIL OFTEN.
FAIL FAST.
LEARN SOMETHING.
Entrepreneurship = Management

22. EXECUTION

23. WATERFALL
problem known solution known
REQUIREMENTS
DESIGN
IMPLEMENTATION
VERIFICATION
MAINTENANCE

24. AGILE
problem known solution unknown
PRODUCT OWNER ITERATIONS

25. LEAN
problem unknown solution unknown
ITERATIONS
CUSTOMER DEV.
Data, Feedback, Insights
Hypotheses, Experiments, Insights

26. LEAN STARTUP
„Lean Startup is a systematic process for
iterating from Plan A to a plan that
works before running out of resources.“
• WE ELIMINATE UNCERTAINTY
• WE WORK SMARTER, NOT HARDER
• WE CREATE ORDER

27. WORKFLOW
EXPERIENCE
IDEAS
DATA
DESIGN
MEASURE
LEARN

28. LEAN START

30. THE PRODUCT
IS NOT THE PRODUCT.

31. TO DO LIST

32. SCOPE
I) Problem/Solution Fit
„Do I have a problem worth solving“
II) Early Traction
„Have I built something people want?“
III) Product/Market Fit
„How do I scale?“

33. PROBLEM/SOLUTION FIT
1) Document your plan A
business model canvas
2) Formulate an implementation
product > strategy > vision
3) Invite early adopters
MVP (Minimum viable product = the smallest solution that delivers customer value)

34. MINIMUM VIABLE PRODUCT
MVP = the smallest solution that delivers customer value
MVP FINAL PRODUCT

35. EARLY TRACTION
4) Measure progress
AARRR!
5) Deliver value before growth
Unique value proposition
6) Qualitative learning
A/B testing, interviews, ...

36. AARRR!
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
How do users find you?
Do users have a great first experience?
Do users come back?
How do you make money?
Du users tell others?

37. UNIQUE VALUE PROPOSITION
• For (target customers)
• Who are dissatisfied with (the current alternative)
• Our product is a (new product)
• That provides (key problem-solving capability)
• Unlike (the product alternative).

38. PRODUCT/MARKET FIT
7) Identify growth engine
Paid, organic & viral sources
8) Measure everything as a cohort
e.g. average revenue per customer over time
9) Build feedback loops
e.g. user support
10) Insights are usually hidden within failed experiments.

39. BACKUP

40. RESOURCES
• blog.strategyzer.com
• practicetrumpstheory.com
• leananalyticsbook.com

41. ABOUT US
Founded in 1999, LAB75 Design GmbH is running three design
and innovation hubs in Frankfurt, Berlin and Zürich by today. The
workforce around Marco Bahn and Wolfgang Weicht consists of an
international multidisciplinary team covering all aspects of an
integrated industrial design process.
A variety of long term partnerships with collaborating design and
software engineering studios as well as mechanical engineers and
production facilities for real world products complete our external
network and reflect our focus on rapidly evolving goods and
environments.
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