Fakultät Informatik - Institut Software- und Multimediatechnik - Softwaretechnologie – Prof. Aßmann - Software as a Business

Software as a Business0. Announcements

Prof. Dr. Uwe AßmannSoftwaretechnologieFakultät InformatikTechnische Universität Dresden2016-0.2, 16-10-20http://st.inf.tu-dresden.de/teaching/saab

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2 Software as a Business

Startup Courses

► Queen's University College, Kanada (courtesy Prof. James Cordy):

• http://www.queensu.ca/news/articles/software-startup-course-highlights-new-academic-offerings

• http://research.cs.queensu.ca/softwarestartups/

• http://www.smartplanet.com/blog/bulletin/how-to-build-a-startup-stanfords-new-free-course/

► Stanford

• http://online.stanford.edu/course/startup-engineering

• (new one from stanford - that would be great for our Medieninformatik...)

► Peter Thiel course, VC of Facebook:

• http://blakemasters.com/peter-thiels-cs183-startup

► Aberdeen:

• http://startupsexplained.com/

• http://www.abdn.ac.uk/study/courses/postgraduate/taught/software-entrepreneur

► Riehle's Product Management Course http://pmbycase.com/

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Free Literature

► [StartupGenomeReport] Max Marmer, Bjoern Lasse Herrmann, Ertan Dogrultan,Ron Berman. CSO Startup Genome Report. A new framework for understandingwhy startups succeed.

• Supporters: Chuck Eesley, Stanford University; Steve Blank, StanfordUniversity

• startupcompass.co

► https://business-services.heise.de/specials/ebooks.html

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Literature on Business Models

► BITKOM. Mathias Weber (ed.) Wie Cloud Computing neue Gescha ftsmodelleermo glicht. Leitfaden.

• https://www.bitkom.org/Bitkom/Publikationen/Publikation_832.html

► BITKOM. Big Data und Geschäftsmodell - Innovationen in der Praxis: 40+ Beispiele

• https://www.bitkom.org/Bitkom/Publikationen/Publikation_527.html

► [Faltin] Günter Faltin. Kopf schlägt Kapital. Die ganz andere Art, ein Unternehmenzu gründen. Von der Lust, ein Entrepreneur zu sein. Dtv. 2012.

► [Herzwurm] Georg Herzwurm, Wolfram Pietsch. Management von IT-Produkten.Dpunkt-Verlag, 2009

► http://www.xn--grnder-4ya.guide/gratis-e-book.html

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Innovation Stories

► [Scholtissek] Stefan Scholtissek. Die Magie der Innovation. Verlag ModerneIndustrie.

► [Warmer-Weber] Christoph Warmer, Sören Weber. Mission: Startup. Gründer inDeutschland schildern ihren Weg von der Idee zum Unternehmen. Springer. 2014.Ebook. Interviews with German founders.

► [Scheer] August-Wilhelm Scheer. Unternehmen gründen ist nicht schwer. Springer.2000. Honest book about ups and downs of ARIS.

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Books

► [BlankDorf] Steve Blank, Bob Dorf, Nils Högsdal, Daniel Bartel. Das Handbuch fürStartups – die deutsche Ausgabe von 'The Startup Owner's Manual'. DeutscheÜbersetzung von Kathrin Lichtenberg. 2014. O'Reilly.

• http://www.daniel-bartel.de/das-handbuch-fuumlr-startups.html

► [Ries] Eric Ries. Lean Startup: How Today's Entrepreneurs Use ContinuousInnovation to Create Radically Successful Businesses. O'Reilly, 2011

► [Maurya] Ash Maurya. Running Lean. Iterate from Plan A to a Plan That Works.O’Reilly, 2012.

► Ash Maurya. How to Create Your Lean Canvas. http://leanstack.com/LeanCanvas.pdf

► [LeanAnalytics] Alistair Croll, Benjamin Yoskowitz. Lean Analytics. O'Reilly, 2013

► [LeanUX] Jeff Gothelf, Josh Seiden. Lean UX: Applying Lean Principles to ImproveUser Experience. O'Reilly, 2013.

► [LeanCD] Cindy Alvarez. Lean Customer Development: Building Products YourCustomers Will Buy. O'Reilly, 2014

► [LeanAML] Lutz Finger, Soumitra Dutta. Ask Measure Learn. Using Social MediaAnalytics to Understand and Infuence Customer Behavior. O'Reilly 2014

► [SW-Industry] Peter Buxmann, Heiner Diefenbach, Thomas Hess. The SoftwareIndustry. Economic Principles, Strategies, Perspectives. Springer 2012

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Books on VPA/BMC

► [BMG] Alexander Osterwalder. Ives Pigneur. Business Model Generation. Wiley.

• !Fantastic! There is a preview available from the websitehttp://www.businessmodelgeneration.com/book, do NOT miss it

• http://www.businessmodelgeneration.com/downloads/businessmodelgeneration_preview.pdf

► [VPD] Alex Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith, Trish Papadakos.Value Propsition Design. Wiley. 2014

► [Carlson-Wilmot] Curtis R. Carlson, William W. Wilmot. Innovation. The FiveDisciplines for Creating what Customers Want. SRI International. Crown Business,US, 2006

► [ThinkNew] Christian Hoffmeister. Yorck von Borcke. Think new! 22Erfolgsstrategien im digitalen Business. Hanser-Verlag, 2015.

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Recommended Reading

► Tim Clark, Alexander Osterwalder. Business Model You: A One-Page Method ForReinventing Your Career, 2012, Wiley.

• For strategic development of yourself

► Scheer, August-Wilhelm. Nutzentreiber der Digitalisierung. Informatik-Spektrum,vol. 39(4), pp. 275-289 Springer, 2016

• http://dx.doi.org/10.1007/s00287-016-0975-4

• This is a great paper explaining the main drivers for disruptive businessmodel in the internet of services and things.

► [Oddoy] Manuel Oddoy. Softwareentwicklung mit natürlicher Sprache (“LeanModelling”), Belegarbeit, TU Dresden, Jan. 2014. Supervised by Christian Wende, www.devboost.de

► [Korger] Christina Korger. Organisierte Software-Startups mit kollaborativenCanvases. Großer Beleg. TU Dresden, 2014.

• http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-160539

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Selling Strategies

► Neil Rackham. Spin Selling. McGrawHill, 1996

► Neil Rackham. Major Account Selling Strategies. McGrawHill, 1989.

► Michael T. Bosworth. Solution Selling. Creating Buyers in Diffcult Selling Markets.McGrawHill, 1995.

Fakultät Informatik - Institut Software- und Multimediatechnik - Softwaretechnologie – Prof. Aßmann - Software as a Business

Software as a Business0.1 Overview

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Objectives

► What are good business models for software?

► Good modeling helps to sell and to survive as entrepreneur

► Understand customers and sales processes

► Understand innovation processes

► Understand Lean Startup

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Table of Contents

► 0 Basics, Patterns and Tools

► I – Selling and Business Models

► II – Lean Modeling

► III - Lean Startup Process

► IV – Networking, Funding andCoopetition

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Innovation Stories

Lean Textual Modeling

Canvases

Smoke Tests

Business Models

Selling Techniques

Crowdsourcing Venture Capital

Lean Startup

Value Proposition analysis

Selling

Financing

Value Proposition

Lean Startup

Question-Guided TravelingBasic Techniques

Lean Feature Modeling

Networking Coopetition

Customer Development

Canvas Engineering

Pain-Gain Analysis

Idea Variation

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0 - Basics

► 1 – Introduction

► 2 – Basic Tools and Patterns

• Working with Canvases

The Business Model Canvas

The Value Proposition Canvas

The Requirements Engineering Canvas

• Pitching with nABC and other techniques

• The Environment

Change Patterns

Recognition of Change

► 3 – Useful Questions

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I Selling

► 10 Sales Methods

• SPIN

• Solution Selling

• Ultimate Competitive Advantage

• Early Adopters

► 11 Software business models

• Licences, Products, Services

• Good Business Models

• Products and related services

• Domain-specifc product lines and Domain porting (Product matrix)

• Software ecosystems

• Strategic assessment of BMC

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► 12 Value Proposition Design

• Blank's Customer Development Process

• Gain analysis

• Pain analysis

• Pain-Gain banana

• Recognition of good Needs

Maslow's pyramid and other Need models

• Recognition of good Pains

SPIN implication analysis

Catastrophy avoidance

• Recognition of good Benefts and Values

• Problem Classifcation canvas

• Value Proposition Canvas in more detail

• Virality: Pain killers and desire fllers

• Customer analysis

• Problem and Solution Interviews

• Channel Analysis

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II Lean Modeling and Business Model Development

This part gives insight about the basics of Lean Modeling and Canvas Engineering.► 21 Lean Modeling

► 22 Canvas Engineering – Developing New Canvases

• Towards Model-driven incubation engineering (MDIE)

23 Idea variation and assessment

• SIT Canvas

• Idea Hexagon

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III Lean Startup

► 30 Overview of the Lean Startup Process

• 3-phase Fit-Model: Problem-Solution Fit → Product-Market Fit → Scale

• 4 Marmer stages from the Startup Genome project (Discovery, Validation, Effciency, Scale,Proft Maximization, Renewal) DiVESPR

► Finding the MVV and MVFS (Problem-Solution ft)

• Attributed feature models and their pricing

► Customer problem interview methods

• Problem Canvas

► Defnition of the MVC and the MVP (Product-Market ft)

► Scaling and Boosting

• Public relations: Newsletter, Pressemappen

► Startup Readiness Level

► Success Factors of a Startup

► Near-Death Experiences (Ben Horowitz, Scheer)

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IV Financing, Coopetition and Networking

► Crowdfunding

► Social Business► Coopetition

• Maturity of networks according to FINES

• WatchOurIdeas

• How to fnd customers via partners via mediators via nets (The way to the customer)

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Industrial Teachers (tent.)

► Ronald Scholz (mindapproach)

► Dr. Bernhard Blüthner (Salt Solutions)

► Dirk Röhrborn (Communardo)

► Jens Hohmann (context-e)

► Prof. Dr. Frank Schönefeld (T-Systems MMS)

► Rocco Deutschmann (Tracetronic)

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Reserve

► Jens-Uwe Sauer (seedmatch)

► Dr. Lutz Kirchner (exedio)

► Dr. Carsten Bether (kiwigrid)

► Dr. Frank Götz (qualitype)

► Dr. Uwe Crenze (interface)

► Andreas Mönch (Saxonia Systems)

► Dr. Jürgen Bittner (sql AG)

► Dr. Michael Alvers (transinsight)

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Questions to Industrial Teachers (tent.)

► Welche Geschäftsmodelle fährt Ihre Firma?

► Wie halten Sie Stammkunden?

► Wie führen Sie strategisches Management und Innovationsmanagement durch?

► Wie lautet Ihr organisatorisches Konzept für Wachstum?

► Wie wichtig sind Softwareprozesse für Ihre Firma?

► Wie erzielen Sie Softwarequalität?

► Wie wichtig ist Software-Wiederverwendung für Ihre Firma?

► Welche Erfahrungen haben Sie mit Instrumenten des Lean Startups, wie BusinessModel Canvas, Value Proposition Canvas, Customer Interviews, etc.?

► Was sind die 5 wichtigsten TO-DOs für Gründer?

► Was sind die 5 wichtigsten AVOIDs für Gründer?