Taller de Emprendimiento 2 IESE Business School Version LMC

Transcription

1 Taller de Emprendimiento 2 IESE Business School Version LMC

2 . Anuncio del taller de emprendimiento madrid 2013.pdf Bibliografía The Startup Owners Manual, Steve Blank, Ranch House

3 Plan de trabajo despues de la 1 sesión. Rellenar el Business model canvas con POST IT Identificar análogos (otros que ya lo están haciendo) en cada uno de los nueve apartados del canvas No mires qué hacen ahora, sino como lo hacían cuando empezaron No se trata de analizar la competencia, sino de aprender de lo que ya han recorrido Qué les ha funcionado? Por qué hacen las cosas de esa manera? Que dicen ellos? Qué dicen de ellos? Identificar hipótesis más criticas 10 primeras facturas 3

4 dónde estamos? Tenemos hecho: Ya tenemos nuestro primer Canvas Ya hemos buscado Análogos Ya hemos identificado hipótesis más críticas de nuestro canvas Ya hemos escrito las 10 primeras facturas Ahora entramos en el Customer development. 4

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6 The Startup Owners Manual (2012) 6

7 Customer Development Manifesto A startup is a temporary Organization in search of a repeatable and scalable business model Startups are not smaller versions of large corporations and should organize and work differently. It is about Search, not executing To Search, you have to Get out of the Building! 7

8 The Four Steps of Customer Development

9 The four steps of customer development CUSTOMER DISCOVERY takes founders ideas, assume they are only "business model hypothesis" and tests them in front of real customers. is this a real problem? is this a solution? CUSTOMER VALIDATION tests whether the business model is repeatable and scalable. (CAC<LTV) CUSTOMER CREATION builds end user demand and drives it into your channel. COMPANY BUILDING creates a company ready for executing a proven business model. 9

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11 First Step: Customer Discovery, four phases 1. Turn your guesses into TESTABLE HYPOTHESIS 2. TEST THE PROBLEM Understand your customer A day in the life of "problem, right here. How are they solving it today? What are you replacing? Types and Archetypes of Customer Segments Build a "Low fidelity" MVP: do you really understand the customer problem? do people care? 3. TEST THE SOLUTION 1. "hi fidelity MVP" 1. does our solution solve the problem? 2. can we acquire enough number of customers actually willing to eat our food, and pay for it? 4. VERIFY OR PIVOT 11

12 Customer Discovery,. y eso como se hace?? First, GET OUT OF THE BUILDING and LISTEN!! No startup can satisfy a mainstream customer find your Earlyvangelists. Customers who: have a problem know they have a problem are actively searching for a solution have assembled a "sort of" interim solution on their own there is a budget for a solution Then, create an MVP for earlyvangelists To test a problem, you don t need to build the solution Earlyvangelists will accept an MVP...(if they dont, they are not the earlyvangelist you need. go back to square one) 12

13 customer discovery face to face interviews Must be done by the founders Must be done face to face Dont sell, (yet!), test the problem, No betas, no wireframes before 20 customer interviews!! It is the customer that should do the talking SOM (getting contacts) and (problem presentation) (customer understanding) provide some useful tips The customer discovery interview (21 min) 13

14 The MVP, Minimum Viable Product Before even getting started, Get out of the building, meet face to face and listen to customers tell you what they do, what problems they have, and how they solve them. THEN build a low fidelity MVP to test the problem To test a problem, you don't need to build the solution Is this a problem customers care about? have you understood the problem? Only LATER build a high fidelity app to test the solution Prove that it solves a core problem for customers Include only the minimum set of features needed to learn from earlyvangelists

15 Ejercicio 2 como podemos testar el problema, antes de fabricar la solución? Online tools Smoke test Mechanical turk concierge service 15

16 Dropbox MVP, dropbox original video (5 min) 16

17 Aadvark MVP: The mechanical turk 17

18 Apple MVP 18

19 Facebook: How do you get to 1 billion users? 900 at a time!! the harvard crimson, february 2004 Houston on humble begginings (2:07 min) zuckerberg interview 2005 (4:50 min) 19