Lean Venture Series - Stage 1, Lesson 3
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Transcript of Lean Venture Series - Stage 1, Lesson 3
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Stage 1, Lesson 3: Aligning your Product or Service with Human Needs
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workshop agenda
01 review02 learning objectives03 idea generation and design thinking04 getting to know the problem05 pretotyping06 summary and next steps
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01review
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review• Lesson One:
• entrepreneurship • Business Model Canvas – roadmap to creating
a viable business model – “birds eye view”, fluid story, multiple versions
• Lesson Two – focus on priority problem(s)/ solution(s) / opportunity/ies.
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02learning objectives
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• by the end of lesson 3 you should be able to– Identify the differences between primary and secondary research;
qualitative and quantitative research
– Choose from among most painful / riskiest parts of the problem that you are trying to solve (using BMC and other work)
– Formulate hypotheses/assumptions about the problem / opportuntiey
– Practice: “gathering fairminded, unbiased feedback from the people you propose your solutions will benefit the most”
– Uncover patterns in the responses to your research and create meaning from those patterns.
– Develop some options for “pretotyping” your idea
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…in other words…customer discovery
– “systematic approach to ‘getting out of the building’ to test & validate your hypotheses – learning in order to discover a repeatable, scalable business model.”
– Ideally: find out who might be early adopters or lead users (Mueller, Thoring)
– GOAL: problem solution fit to product market fit
SOURCE: http://steveblank.com/category/customer-development-manifesto/
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Discovery
https://steveblank.files.wordpress.com/2014/06/what-is-customer-discovery.m4v
Pretotyping
Customer Development
Stage 1 Stage 2 Stage 3
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Source: http://steveblank.com/category/customer-development-manifesto/
http://vlaskovits.com/if-youre-not-getting-out-of-the-building-youre-not-doing-customer-development-and-lean-startups/
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03idea generation and design thinking
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design thinking & customer discovery• User research
– “Fall in love with the problem, not the solution”– Find out what’s already out there (ASU student materials)– Validate qualitatively, verify quantitatively (Maurya, Running
Lean, p. 63)– Design-thinking emphasis on ideation can be applied – ideation
techniques can be used in the beginning and to apply learnings from customer discovery (e.g. interviews) for iteration or pivoting to achieve problem-solution fit.
– Pretotyping
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Idea generation & design thinking• Step 1: Getting to know the problem you fell in love with• Step 2: Making meaning out of mayhem• Step 2.5: Making meaning with a team is the definition of
mayhem. • Step 3: Make things with your made meaning• Step 4: Fleshing out your ideas• Step 4.5: Minimum Viable Prototype, or
“pretotype”opportunity
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steps of design thinking
01 getting to know the problem you fell in love with
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01 getting to know the problem you fell in love with
research• secondary / primary• qualitative / quantitative
Validate qualitatively, verify quantitatively
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context – getting ready to “get out of the building” to test our assumptions /hypotheses
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Discovery
Stage 1 Stage 2 Stage 3
Pretotyping
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• Individually• choose a problem / customer segment
pair• create a hypothesis (write down
assumptions you want to explore)
01 getting to know the problem you fell in love with
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• Falsifiable Hypothesis = [Specific Repeatable Action] will [Expected Measurable Return], but see page 84:
• These are more qualitative evaluations of assumptions.
Maurya, Running Lean, p. 83, 84
01 hypothesis
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• Assumptions around risks:• PRODUCT RISK: What are you solving? (problem)
How might customers rank your problems in importance?
• MARKET RISK: Who is the competition? (existing alternatives)
How do customers solve these problems today?• CUSTOMER RISK: Who has the pain? (customer
segments)Is this a viable customer segment?
Maurya, Running Lean, p. 83, 84
01 hypothesis
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Group ActivityRoles• Entrepreneur/interviewer (ask questions, note insights) –
Tell potential customer what customer role they are playing)
• explore customer worldview for one problem• Potential Customer (play target customer)• Observer – listen and note insights
01 getting to know the problem you fell in love with
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• Each team discuss insights about questions and about answers with the entire class.
• Interviewer will document results• what insights did you gain?• what insights did others in your group
contribute?
02 making meaning out of mayhem
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steps of design thinking
03 make things with your made meaning
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steps of design thinking
04 fleshing out your ideas
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steps of design thinking
4.5 minimum viable prototype or “pretotype”
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04pretotyping
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01 what is pretotyping
02 how could you pretotype solutions to the problem you are passionate about?
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05summary and next steps
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questions?
review material for next session
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