LEAN STARTUP 2 Lean canvas jatkuu ja ansaintamallit. SCI-projektikurssi sessio Tuomo Aura

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1 LEAN STARTUP 2 Lean canvas jatkuu ja ansaintamallit SCI-projektikurssi sessio Tuomo Aura

2 PÄIVÄN OHJELMA Aamupäivä Missä mennään? Lean canvasin kertaus iovi esimerkki Ryhmien omat lean canvasit Lean canvasin syvennys Lean lounas Iltapäivä Lean canvas jatkuu Ansaintamallit Epic win!

3 MISSÄ MENNÄÄN? Huolia? Murheita? 3

4 LEAN CANVAS: kertausta Miksi? Pakottaa kirjoittamaan suunnitelman ja katsomaan sitä eri näkökulmista Helpottaa riskien ja heikkojen osa-alueiden tunnistamista 1 sivuinen: koko suunnitelman näkee kerralla Lean canvasia on tarkoitus päivittää jatkuvasti Kevyt ja joustava työkalu Vinkkejä Tee Lean canvas kerralla Voit jättää tyhjiä kohtia ja täyttää niitä myöhemmin Kirjoita se nykymuodossa, ei tulevaisuuteen tähtäävänä Lähesty ongelmaa käyttäjälähtöisesti 4

5 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features 3 Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought 7 Customer Segments Target customers (Existing alternatives) Key Metrics Key activities you measure 6 (High-level concept) Channels Path to customers 4 (Early adopters) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams 5 5 Revenue Model Life Time Value Revenue Gross Margin

6 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Key Metrics Key activities you measure (High-level concept) Channels Path to customers (Early adopters) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

7 KÄYTTÄJÄ JA ASIAKAS Käyttäjä: tuotteen loppukäyttäjä Kuka on tuotteen loppukäyttäjä? Mitä rajoitteita tai ominaispiirteitä tähän käyttäjäryhmään liittyy? Mitä ongelmia ja tarpeita loppukäyttäjällä on? (=> Ongelmakuvaus) Asiakas: tuotteen ostopäätöksen tekijä ja/tai maksaja Kuka on tuotteen ostaja ja/tai maksaja? Mitä erikoispiirteitä asiakkaaseen liittyy? Mitkä ovat hänen päätöksentekoon vaikuttavat asiat? Ongelma kulkee käsi kädessä käyttäjän / asiakkaan kanssa, koska eri käyttäjäryhmillä on eri ongelmia ja tarpeita 7

8 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Key Metrics Key activities you measure (High-level concept) Channels Path to customers (Early adopters) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

9 ONGELMA Tavoitteena on ensin löytää ongelma, joka käyttäjällä / asiakkaalla on ja joka toistuu useassa haastattelussa ja yhteydenotossa. Ongelman vakavuusasteikko: Tarpeeton Ihan kiva Tärkeä Päänsärky Mitä isompi ongelma, sen valmiimpi henkilö on maksamaan ongelman poistamiseksi etenkin silloin, jos hän on käyttänyt aikaa/rahaa sen poistamiseen. Miten ongelman selvittäminen tapahtuu? 1. Tee hypoteesejä / väitteitä ongelmista 2. Get out of the building eli mene hankkimaan tietoa: haastattele, kysy kysymyksiä, kuuntele, 3. Pura saatu tieto ja validoi: Onko hypoteesisi oikein? Kertoiko haastattelut hypoteesimme olevan oikein? a) Jos vastaus on kyllä hanki lisää tietoa kunnes olet varma hypoteesin paikkansa pitävyydestä b) Jos vastaus on ei palaa kohtaan 1 ja tee uusi hypoteesi 4. Jatka Lean canvasin seuraaviin osiin. 9

10 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Channels Path to customers (Early adopters) (High-level concept) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

11 ARVOLUPAUS (UNIQUE VALUE PROPOSITION) Why you are different and worth getting attention Ash Maurya Running Lean Arvolupaus kertoo kuinka tuotteesi luo arvoa asiakkaallesi. Kiteytys hyödyistä asiakkaan näkökulmasta! Erottuminen massasta / differentioituminen Suorituskyky, hinta, design, brändi / arvokkuus, käyttäjäystävällisyys, riskien alentaminen, Ole erilainen, mutta varmista että erot ovat asiakkaille tärkeitä. Pankille: Lainapäätös 1 päivässä Ensimmäinen arvolupauksesi tulee olemaan VÄÄRÄ, joten DON T PANIC 11

12 Lean Canvas iovi Iteration #1 Problem Top 3 problems Avaimen hukkuminen ja jakaminen, turvallisuus En kuule ovikelloa ja ovella kävijä tietää etten ole kotona Suuremmat paketit eivät mahdu luukusta Solution: iovi Top 3 features Kauko-ohjattava Kasvotunnistus Äänikeskustelu Ota vastaan paketteja Turvallisuus Key Metrics Key activities you measure Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention iovi kuin olisit kotona 24/7 High-level concept: Oven teollinen internet (internet-ofthings) Unfair Advantage Can t be easily copied or bought Channels Path to customers Customer Segments Target customers Asiakas: Keski-ikäinen perheellinen nainen/mies Käyttäjä: Vanhemmat Lapset Postimies Siivooja Vieraat Early adopters: Asuntomessut Uudet rakennukset Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

13 RYHMÄN LEAN CANVAS v2 Kotitehtävän purku: täytä oman ryhmän lean canvas niiltä osin kuin pystyt Tyhjiä kohtia täydentäkää! 13

14 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Key Metrics Key activities you measure (High-level concept) Channels Path to customers (Early adopters) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

15 SOLUTION What are the top three features? List the possible products / features / solutions you may provide customers Don t get carried away too much in the early stages, as this piece mostly makes sense after the problem hypothesis has been validated. Bind a solution to your problem as late as possible. 15

16 SOLUTION, example Building only what is necessary to solve the problem, MVP = Minimum viable product Prioritise Rank 16

17 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Channels Path to customers (Early adopters) (High-level concept) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

18 CHANNELS Failing to build significant path to customers is among the top reasons why startup fail. Ash Maurya Running Lean Channels are how your business will reach its customers (people who pay you!) Four functions of channels: 1. Communication 2. Distribution 3. Sales 4. Post-sales support 18

19 CHANNELS 2 Free Search engine optimization (SEO) for website Blog Widgets (others embed your content to their website) / newsletter Social media => Still all of these pays you a lot, your valuable time! Paid PR Search engine marketing, directories Benchmarking competitors and trends Widgets, webcasts, sponsorships, banners, radio & TV, tradeshows 19

20 CHANNELS 3 Inbound = pull messaging customers find you Blogs, SEO, ebooks, white papers, webinars Outbound = push messaging you go to customer SEM, print/tv ads, trade shows, cold calling Be creative inserting flyers to free newspaper stands! Get noticed attend events that your customers might be! Channels are make or break part of your business! 20

21 CHANNELS, example For Native Tongue apps Sales channels: app store, in-app purchases ASO = App store optimization SEO = Search engine optimization, website Content marketing = marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action Adwords = Google ad word marketing Mobile ad networks 21

22 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Key Metrics Key activities you measure (High-level concept) Channels Path to customers (Early adopters) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

23 COST STRUCTURE All the costs that are incurred to operate a business model. Fixed costs Variable costs Other You need to keep an eye on what it would cost you to deliver your solution and ensure you have a healthy margin built in. One rule of thumb for building a successful business is insuring the lifetime value of your customers exceeds the cost of customer acquisition by at least a factor of three. 23

24 COST STRUCTURE, example For Native Tongue, major costs Design App development (in-house) Hosting Marketing Rent Other examples Interview customers Build MVP (minimum viable product) Startup cost Distribution costs Cost to acquire a customer Ongoing burn (fixed and variable costs) 24

25 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Key Metrics Key activities you measure (High-level concept) Channels Path to customers (Early adopters) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

26 REVENUE How company creates money from its customers Revenue streams (=tulonlähteet) Revenue model (=ansaintamalli) Life time value (=arvo elinkaaren aikana) Gross margin (=myyntikate) 26

27 REVENUE STREAMS Charge from day-one Price is part of the product Price defines your customers Getting paid is the ultimate form of validation Type: Asset sales Usage fee Subscription fees Lending/Renting/Leasing Licensing Brokerage fees Advertising Fixed Pricing: List price Product feature Customer segment Volume Dynamic Pricing: Negotiation Yield management Real-time market 27

28 REVENUE STREAMS, example For Native Tongue Started with paid app Free & paid In-app-purchase - buy pack for $0.99 Power users would buy 3 packs Upsell rate 3% = attempt to sell more expensive items and add-ons Price inelastic = if a large change in price is accompanied by a small amount of change in quantity demanded. 28

29 Lounashaaste: Laadi suunnitelma potentiaalisten asiakkaiden hankkimiseen 29

30 SILLANRAKENNUSHAASTE Ready set go! 30

31 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Key Metrics Key activities you measure (High-level concept) Channels Path to customers (Early adopters) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

32 KEY METRICS Find the key number that tells you how your business is doing in real time, before you get the sales report. Pick one metric to start from a key activity Pick metric that will validate or invalidate your assumption Example: if you are a blogging platform writing a blog post would be the key activity 32

33 KEY METRICS, example For Native Tongue ARPU (average revenue per user) MAU (monthly active users) DAU (daily active users) Time spent per session 33

34 Lean Canvas Project Name Iteration #x Problem Top 3 problems Solution Top 3 features Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention Unfair Advantage Can t be easily copied or bought Customer Segments Target customers (Existing alternatives) Channels Path to customers (Early adopters) (High-level concept) Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin

35 UNFAIR ADVANTAGE A real unfair advantage is something that cannot be easily copied or bought. Jason Cohen, A Smart Bear Blog This is the most difficult part of the canvas to complete. E.g. first-mover is not an unfair advantage. What would we have if our code was stolen by another company? Examples Insider information A dream team Large network effects Community Expertise and reputation 35

36 UNFAIR ADVANTAGE, example By Facebook Friend connections Groups / pages Pictures and status messages (=content) Brand By Native Tongue IPR = Intellectual property rights Deep industry experience or insight Unique marketing channel Existing audience Work towards and build 36

37 Lean Canvas iovi Iteration #1 Problem Top 3 problems Avaimen hukkuminen ja jakaminen, turvallisuus En kuule ovikelloa ja ovella kävijä tietää etten ole kotona Suuremmat paketit eivät mahdu luukusta Solution: iovi Top 3 features Kauko-ohjattava Kasvotunnistus Äänikeskustelu Ota vastaan paketteja Turvallisuus Key Metrics Key activities you measure Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention iovi kuin olisit kotona 24/7 Unfair Advantage Can t be easily copied or bought Channels Path to customers Customer Segments Target customers Asiakas: Keski-ikäinen perheellinen nainen Käyttäjä: Vanhemmat Lapset Postimies Siivooja Vieraat High-level concept: Oven teollinen internet (internet-ofthings) Early adopters: Asuntomessut Uudet rakennukset Cost Structure Customer Acquisition costs Distribution costs Hosting People, etc. Revenue Streams Revenue Model Life Time Value Revenue Gross Margin Täydentäkää tyhjät kohdat ryhmissä!

38 Lean Canvas iovi Iteration #1 Problem Top 3 problems Avaimen hukkuminen ja jakaminen, turvallisuus En kuule ovikelloa ja ovella kävijä tietää etten ole kotona Suuremmat paketit eivät mahdu luukusta Current solutions Perinteinen ovi Ovikello Videovalvonta Sähkölukko Solution: iovi Top 3 features Kauko-ohjattava Kasvotunnistus Äänikeskustelu Ota vastaan paketteja Turvallisuus Key Metrics Key activities you measure Ovien myynti Ovien käyttö (avaukset) ioven maininta mediassa ioven appilataukset Unique Value Proposition Single, clear, compelling message that states why you are different and worth paying attention iovi kuin olisit kotona 24/7 Unfair Advantage Can t be easily copied or bought Kokemusta ja tietotaitoa alalta Verkostot Brändi Channels Path to customers High-level concept: Oven teollinen internet (internet-ofthings) Jälleenmyyntikumppanit (K-rauta, Rautia) Tekniikka- ja sisustuslehdet Customer Segments Target customers Asiakas: Keskiluokkaisen perheen päätöksentekijä (keski-ikäinen mies/nainen?) Käyttäjä: Asukkaat (vauvasta vaariin) Siivooja Postimies Vierailija Early adopters: Asuntomessut Cost Structure Revenue Streams Customer Acquisition costs Osat: Distribution costs Kokoaminen: 50 Hosting Asennus: 100 People, etc. Tuotekehitys Palkat / kk Revenue Model iovi: Life Time Value Asennus: 300 Revenue Tulevaisuus: iovi apps, big data Gross Margin

39 ANSAINTAMALLIT Mites sitä rahaa tehään? 39

40 REVENUE MODEL, continues A revenue model defines how a company is compensated for each of the business service provided. The compensation in a revenue model usually, but not necessarily, is a payment. A revenue model consists of one or several revenue streams. => How a company charges its customers? One time fee, monthly payment, micro payment etc. Revenue model and next slides available here: 40

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50 KOTITEHTÄVÄ: OMAN ANSAINTAMALLIN PIIRTÄMINEN Rakenna oman ryhmän ideasta ansaintamalli 50

51 LE WEB 2008: MORTEN LUND 51

52 RYHMÄN LEAN CANVAS v3 Päivittäkää ryhmänne oma 52

53 KIITOS! Yhteydenotto: Tuomo Aura