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Video 1:Complete yourLean Canvas

Online Startup Camp 2

The Startup Problem

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Your Plan A is ...

Probably Wrong

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Research Challenge

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What Customers Say

What Customers Do=

Research Challenge

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What Customers Say

What Customers Do=

The Startup Solution

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1. Document the plan (assumptions)

2. Test the Plan

- Interviews - Metrics

3. Implement the plan

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1. Document the Plan

Lean Business Model Canvas

Lean Business Model Canvas

Problem Solution UnfairAdvantage

CustomerSegments

Key Metrics Channels

Cost Structure Revenue Streams

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Unique ValueProposition

Lean Business Model Canvas

Problem Solution UnfairAdvantage

CustomerSegments

Key Metrics Channels

Cost Structure Revenue Streams

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Unique ValueProposition

1 234 9

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8 5

Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams Type:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Direct Distributor OEM Retail VAR Web

Unique ValueProposition

Alternatives

Users

Early Adopters

Why you are different and worth getting attention

Result customers want + specific period of time + address objections

AcquisitionActivationRetentionRevenueReferral

Not easily copied or boughtProblem

Alternatives

Problem & Customer Segments

Problems

List top 1 to 3 customer problems

Alternatives?

Customer segments

Multiple segments? Use multiple canvases!

Which segment is the best early adopter?

Are your users not your (paying) customers?

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Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams

Unique ValueProposition

Alternatives

Users

Early Adopters

Problem

Type:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Direct Distributor OEM Retail VAR Web

Why you are different and worth getting attention

Result customers want + specific period of time + address objections

AcquisitionActivationRetentionRevenueReferral

Not easily copied or bought

Alternatives

Unique Value Proposition

Why you are different and worth trying

Does the difference matter?

What is the customer pain?

What results do customers want?

In what period of time?

What are the objections?

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Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams

Unique ValueProposition

Alternatives

Users

Early Adopters

Problem

Type:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Direct Distributor OEM Retail VAR Web

Why you are different and worth getting attention

Result customers want + specific period of time + address objections

AcquisitionActivationRetentionRevenueReferral

Not easily copied or bought

Alternatives

Solution

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What is the simplest solution?

List key attributes of the Minimum Viable Product

Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams

Unique ValueProposition

Alternatives

Users

Early Adopters

Problem

Type:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Direct Distributor OEM Retail VAR Web

Why you are different and worth getting attention

Result customers want + specific period of time + address objections

AcquisitionActivationRetentionRevenueReferral

Not easily copied or bought

Alternatives

Channels

Marketing channelsHow will you create awareness & leads?

Early stage marketing tactics

Later stage marketing tactics

Sales channelsHow will you book orders?

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Marketing Channels

Trade shows

Blogs & other social media

Email marketing

Advertising

Magazine articles

Technical conferences

Direct mail

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Sales Channels

Web (e-commerce)

Direct sales force

Distributor

Rep firms

Tele-Sales

Original Equipment Manufacturer (OEM)

Retail stores

Value Added Resellers19

Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams

Unique ValueProposition

Alternatives

Users

Early Adopters

Problem

Type:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Direct Distributor OEM Retail VAR Web

Why you are different and worth getting attention

Result customers want + specific period of time + address objections

AcquisitionActivationRetentionRevenueReferral

Not easily copied or bought

Alternatives

Revenue

How will you make money?

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Approaches:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams

Unique ValueProposition

Alternatives

Users

Early Adopters

Problem

Alternatives

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Cost Structure

Cost of testing your business model?Cost to build Minimum Viable Product?Long term cost structure?

Operations/Manufacturing/IT infrastructureMarketing & SalesR&DAdmin/Facilities/Insurance

Key driversPeople costCost of goods sold; InventoryLicensingCapital expense of equipment

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Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams

Unique ValueProposition

Alternatives

Users

Early Adopters

Problem

Type:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Direct Distributor OEM Retail VAR Web

Why you are different and worth getting attention

Result customers want + specific period of time + address objections

AcquisitionActivationRetentionRevenueReferral

Not easily copied or bought

Alternatives

Key Metrics (and sales process)

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Process:

What are the steps in your sales process?

Initial lead to order/revenue

Key Metrics

How will you measure how people transition into each stage?

... so that you learn how to optimize

Key Metrics (and sales process)

Acquisition

Activation

Retention

Revenue

Referral

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Leads - suspects

Prospects

Qualified

Order

Referral

Lean Business Model Canvas

Solution Unfair Advantage Customer Segments

Key Metrics Channels

Cost Structure Revenue Streams

Unique ValueProposition

Alternatives

Users

Early Adopters

Problem

Type:Asset salesUsage feeSubscription feesLending/Renting/LeasingLicensingBrokerage feesAdvertising

Fixed Pricing:List priceProduct featureCustomer segmentVolume

Dynamic PricingNegotiationYield managementReal-time market

Cost to test business canvasCost to build MVPLong term cost structure (fixed and variable costs)

Direct Distributor OEM Retail VAR Web

Why you are different and worth getting attention

Result customers want + specific period of time + address objections

AcquisitionActivationRetentionRevenueReferral

Not easily copied or bought

Alternatives

Unfair Advantage

Insider infoThe right endorsementsA dream teamPersonal authorityCommunityExiting customersSEO rankingPartnershipsPatents 28

Something not easily copied or bought...

Unfair Advantage

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Something not easily copied or bought...Barriers to Entry

How can you create more barriers?

Insider infoThe right endorsementsA dream teamPersonal authorityCommunityExiting customersSEO rankingPartnershipsPatents

Multiple Segments? Choose One

Customer pain (Problem)

Ease of reach (Channels)

Price/Margin (Revenue/Cost)

Market size (Customer Segments)

Technical feasibility (Solution)

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Lean Business Model Canvas

Problem Solution UnfairAdvantage

CustomerSegments

Key Metrics Channels

Cost Structure Revenue Streams

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Unique ValueProposition

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Your Summer Camp Mission: Week 1

Fill out your Lean Canvas!

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Resources Lean Canvas template

otbc.org/tag_cloud:lean_canvas

Discussion forum: OnlineStartupCamp.com

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Week 1 Meetup: Thursday, Oct. 4

3pm - 5pm (+ networking) at OTBC

Share your canvas in small groups

Get/give feedback

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Video 1:Complete yourLean Canvas

Online Startup Camp 2