How to design your startup idea
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0.How to DESIGN your STARTUP idea.
Fred Ooms
Web: sopartec.com, vivesfund.comTwitter: @fredooms
Blog: thebraintwist.comLinkedin: fredooms
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Tom and Anne, 26 and 24, PhD
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Sarah, 25, Business School
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VivesII - Investment Manager
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BLOG-THEBRAINTWIST.COM
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Killer idea...
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Lots of $$$$$$$$$...
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A lot of them fail...
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How could I help them?
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+ +
My toolbox...
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think outside of the box...
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1.“Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” - Tim Brown (Ideo)
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Business
Technology
Humanvalues
(viable)
(feasibility)
(usability,desirability)
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Business
Technology
Humanvalues
(viable)
(feasibility)
(usability,desirability)
“Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.” - Tim Brown (Ideo)
InspirationSynthesize
IdeationPrototyping
Implement
Uncertainty Clarity
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Frame the problem
“If I had an hour to solve a problemand my life depend upon the solution. I would spend the first fifty minutes determining how to...
...for once I know the proper question to ask I can solve the problem in less than 5 minutes”
Albert Einstein
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Define constraints...
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Spend some time defining the right question (Identify a design challenge)
?
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Spend some time defining the right question (Identify a design challenge)
5 + 5 = ?
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Spend some time defining the right question (Identify a design challenge)
? + ? =10
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How can we raise kids' awareness of the benefits of fresh food so they can make better choices?
What global challenge do you think innovation leaders should work to solve right now?
How might we increase the availability of affordable learning tools & services for students in the developing world?
Spend some time defining the right question (Identify a design challenge)
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Design challenge5 minutesexercice
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Stock your creative reservoir before you go fishing for ideas
Pay attention
“Genius is 1% inspiration and 99% perspiration”
Thomas Edison
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leave the school !
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leave
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IDEAS COME FROM EVERYWHERE
“Ideas are coming from everywhere” - Marissa Mayer
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Learning is everywhere
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Netfix
Learning is everywhere
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Learning is everywhere
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Being empathic (observe)
step into someone else’s shoes
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look through customers’ eyes
Being empathic (observe)
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and ...defer judgment
Being empathic (observe)
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How ?How ?
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Conduct interviews
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Never stop asking open questions and challenge the status quo
Ask questions with the same innocence as a child+ 5 Why...+ What if... + Why not... + How else can we do this... + How can we improve this...
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“Think like a Traveler”
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The ability to step
outside of yourself...
Being empathic (observe)
source Ideo
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...and see the world as
other people see it
Being empathic (observe)
source Ideo
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Look with fresh eyes
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Ideo Method cards: http://www.ideo.com/by-ideo/method-cards
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synthesize
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GainsDescribe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.
(e.g. takes a lot of time, costs too much money, requires substantial efforts, …)
What makes your customer feel bad? (e.g. frustrations, annoyances, things that give them a headache, …)
How are current solutions underperforming for your customer? (e.g. lack of features, performance, malfunctioning, …)
your customer encounters?
resistance, …)
What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …)
What risks does your customer fear?
What’s keeping your customer awake at night? (e.g. big issues, concerns, worries, …)
What common mistakes does your customer make? (e.g. usage mistakes, …)
What barriers are keeping your customer from adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.
What functional jobs are you helping your customer get done?
What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status, …)
What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status, …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs.
is done, because that may impose constraints or limitations.
(e.g. while driving, outside, …)
Which savings would make your customer happy?(e.g. in terms of time, money and effort, …)
What outcomes does your customer expect and what would go beyond his/her expectations? (e.g. quality level, more of something, less of something, …)
How do current solutions delight your customer?
What would make your customer’s job or life easier?
What positive social consequences does your customer desire? (e.g. makes them look good, increase in power, status, …)
What are customers looking for?
What do customers dream about? (e.g. big achievements, big reliefs, …)
How does your customer measure success and failure? (e.g. performance, cost, …)
What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …)
Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs.
Rank each pain according to the intensity it represents for your customer.Is it very intense or is it very light.? For each pain indicate how often it occurs.DRAFT
Source : http://www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf
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Ideation
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Don’t Do it the IDEO way
+ defer judgment+ build on the ideas of others+ encourage wild ideas+ go for quantity+ be visual+ stay focused on the topic+ one conversation at a time
- the boss speaks first- everybody gets a turn- experts only please- do it off-site- no silly stuff- write down everything
Brainstorming rules
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Classify
and Vote
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Gain CreatorsDescribe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy? (e.g. in terms of time, money and effort, …)
Produce outcomes your customer expects or that go beyond their expectations? (e.g. better quality level, more of something, less of something, …)
Copy or outperform current solutions that delight your customer?
Make your customer’s job or life easier?
cost of ownership, …)
Create positive social consequences that your customer desires? (e.g. makes them look good, produces an increase in power, status, …)
Do something customers are looking for?
(e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …)
Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …)
Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done?
Do they…
Produce savings? (e.g. in terms of time, money, or efforts, …)
Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions? (e.g. new features, better performance, better quality, …)
customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your customers encounter or fear? (e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear?
Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer from adopting solutions?
resistance to change, …)
Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done?
Products & ServicesList all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer (e.g. products and services that help customers compare offers, decide, buy, take delivery of a product or service, …)
Co-creator (e.g. products and services that help customers co-design solutions, otherwise contribute value to the solution, …)
Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services).
Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer?
DRAFTSource : http://www.businessmodelgeneration.com/
downloads/value_proposition_canvas.pdf
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Prototyping
“What I hear, I forgetWhat I see, I rememberWhat I do, I understand”
Lao Tse
“Language is convincingSeeing is believingTouching is reality”
Alan Key
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Build to learn...
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Build to learn...
source Ideo
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Build to learn...
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Build to learn and test all your hypothese..
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Build to learn and test all your hypothese..
+
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The Marshmallow exercice
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Build to learn...and iterate fast & cheap
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Build to learn...and be open-minded to feedbacks
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KeepItSimpleStupid
Build to learn and test all your hypothese..
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Great exemples
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Insulin purity vs patient convenience
Being empathic (observe)
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source Ideo
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Being empathic
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IDEO shopping cart
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2. JUST DO IT!
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“An idea is not a company...” - Steve Blank
Implement
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70
Build a great A team...
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The team
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DesignChallenge + +