Designer As Founder: Class One Intro to Lean Startup & Business Model Generation
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I've begun teaching a class at CCA called Designer as Founder. Having made that transition myself, and with the rise of The Designer Fund and designer as key advantage being touted by folks like 500 startups, it's time for designers to become full partners in the relationship with engineers and business folks. Thus I'm teaching using the Lean Launchpad as a base. This is the first of what will be a series. This class is VERY lecture-light, so see blog posts on eleganthack.com for full information.
Transcript of Designer As Founder: Class One Intro to Lean Startup & Business Model Generation
Design the Class Rules
• What makes a good learning experience?– Best teacher?– Best Classmates?– Best ?
• What makes a crappy one?– Worst teacher?– Worst classmates?– Worst?
Note: this was done as an exercise
Who Are You?
What would you want to know about a cofounder?
Founder Dating
• Name• Where do you come
from?• Why do you want to
make a company? • What do you care
about?• What’s your idea(s)?
• What are you good at?– Technical Skills– Design Skills– Business Skills– Magical skills
Note: this was done as an exercise
Present each other
What did we learn?
Why this class?
Note: The Following slides are based on Steve Blank’s Lean Launchpad
See http://steveblank.com/category/lean-launchpad/ for more
we know something we didn’t before
Because we know something we didn’t before
We Now Know How to Build Startups
Course Objective: Idea to a Business
• What does it take to go from idea to a business?– Business Model + Customer Development– Hypotheses testing of the business model(s) – Get “out of the building”
Course Objective: Simulate A Startup?
• Create the pressures, uncertainty, and challenges of a real startup– Our expectations are unreasonable, they require
extraordinary effort– We expect failures, iterations and Pivots– Class is a “lab” - books/lectures are tools, not answers– Fail fast, learn quick, push you outside your comfort
zone
Teaching philosophy• You are in charge of your experience and outcomes• This class is taught using the “Startup Culture”
– It’s tough, direct, fair - you need to be the same– Startup culture has no hierarchy - in this class you are
an entrepreneur – I’m a coach, not a teacher here
• Question, challenge, push• I don’t pretend to be a domain expert, I know you
are smarter than I am
Getting Out of The Building
• This class is not about our lectures• The class is not about your attendance• The class is about the work your entire team
does outside the building• It’s the difference between a vision and a
hallucination
YOU ARE ALL GOOBERS
Expectations of You
• This is a full-contact, immersive class– All of you will be full participants – here and
remotely– You will spend lots of time outside of your university– You all will do all the work assigned (and it is a lot
more than you probably realize)– No “dine and dash”
• If you all cannot commit the time, let me know now.
Syllabus
Each week• We teach you about the business model• You get out of the building and test
hypotheses• Your team presents what you all learnedRepeat for 8 weeks
Deliverables• Tuesdays each week
– Team synthesis– Short lecture– Work
• Thursdays Each Week – 10 minute presentation– Lessons Learned presentation 7 minutes
• Instructor critique 3 minutes
– Updated WordPress (or Tumblr, etc) blog– Tens of Hours of “outside the building” learning
• May Presentation– 20 minute Lessons Learned Summary– 2 minute video of what you learned– 5 minute prototype demo
Syllabus for Today12:00–1:30 Class Introduction: This presentation and exercises
1:30–2:00 Coffee and reading (HBR article)
2:00–3:00 Workshop: Planning for kifi
Homework: Reading, mostly • Business Model Generation, pp. 118-119, 135-145, skim examples pp. 56-117• VIDEO: Alex Osterwald on Business Model Canvas
http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2877• Steve Blank, “What’s a Startup? First Principles,”
http://steveblank.com/2010/01/25/whats-a-startup-first-principles/• Steve Blank, “A Startup is Not a Smaller Version of a Large Company”,
http://steveblank.com/2010/01/14/a-startup-is-not-a-smaller-version-of-a-large-company/
Syllabus for Thursday12:00–12:30 Short lecture on market sizing.
12:30–1:00 Synthesize findings and make Business Canvas Hypothesis
1:00–2:00 Share canvas, critique
2:00–3:00 Workshop: Planning for validation
Homework:
Read • Steve Blank, “Make No Little Plans – Defining the Scalable Startup,”
http://steveblank.com/2010/01/04/make-no-little-plans-–-defining-the-scalable-startup/• Mary Meeker’s Internet Trends (You’ll need this for picking projects!)
http://www.kpcb.com/insights/2013-internet-trends• Eager Sellers, Stony Buyers
http://www.embaedu.com/member/Medias/212/2012/12/201212516515825583.pdf DO• Email your link to your blog/wiki/journal to [email protected]• Test your hypothesis for kifi with potential customers • Size the market
THE CONE OF UNCERTAINTY
I can tell you what I’m teaching tomorrow
I have the month planned out
I plan to adjust the class based on how fast you learn
What’s A Company?
What’s A Company?
A business organization which sells a product or service in exchange for revenue
and profit
What’s A Startup?
A temporary organization designed to search
for a repeatable and scalable business model
A temporary organization designed to search
for a repeatable and scalable business model
A temporary organization designed to search
for a repeatable and scalable business model
A temporary organization designed to search
for a repeatable and scalable business model
A temporary organization designed to search
for a repeatable and scalable business model
A Startup aims to become a company
How Are Companies Organized?
How Are Companies Organized?
Companies are organized around Business Models
What is a business model?
What’s a Business Model?http://www.youtube.com/watch?v=QoAOzMTLP5s
Value PropositionWhat Are You Building and For Who?
Customer Segments
Who Are They?Why Would They Buy?
Channels
How does your Product Get to Customers?
Customer Relationships
How do you Get, Keep and Grow Customers?
Revenue Streams
How do you Make Money?
Key Resources
What are your most important Assets?
Key Partners
Who are your Partners and Suppliers?
Key Activities
What’s Most Important for the Business?
Cost Structure
What are the Costs and Expenses
But,Realize They’re Hypotheses
9 Guesses
Guess Guess
Guess
Guess
GuessGuess
Guess
GuessGuess
©2006
©2006
Customer Development
Test the Problem, Then the Solution
Customer Development
The Minimum Viable Product
Customer Development
The Pivot
Customer Development
Details
Customer Development is how you search for the model
Buy & Read
Do not get Kindle version. Get print version.
