sprint syllabus spring 2017prepare and upload presentation 5-minute presentations, 5-minute q&a...

Syllabus Instructors: Elizabeth Good Mazhari ([email protected]) Edmund Pendleton ([email protected]) Teaching Assistant: Lindsey Mitchell ([email protected]) Location: Johns Hopkins University Montgomery County Campus Gilchrist Hall (Room 207) 9601 Medical Center Drive, Rockville, MD 20850 Schedule1: Opening Workshop*: April17-19, 2017 at JHU Montgomery County Campus Online Classes: Mondays, 1:30 - 4:30 pm EDT via WebEx April 24, May 1, 8, 15, 22, June 5, 2017 Closing Workshop*: June 15, 2017 at JHU Montgomery County Campus Office Hours: Available each week. Online signup sheet will be provided. * These workshops are in person meetings at JHU Montgomery County Campus Required Texts: Business Model Generation (BMG) by Osterwalder, et al. Value Proposition Design (VPD) by Osterwalder, et al. Talking to Humans by Constable, et al. Resources: Venture Well: www.venturewell.org/i-corps/nih/ Startup Owner’s Manual: Blank & Dorf: www.steveblank.com/tools-and-blogs-for-entrepreneurs/ Course Management: Discovery Platform (registration will be provided) http://www.innovationwithin.com/

Table of Contents Deliverables Overview………………………………………………………………………………..2 Class 1: Business Models & Mission Models; Stakeholder Interviews (JHU Rockville)……...3 Class 2: Stakeholders and Value Proposition (JHU Rockville)………………………………… 5 Class 3: Problem-Solution Fit and Product Market Fit (JHU Rockville).……………………….. 6 Class 4: Ecosystems and Patient Workflow (WebEx)…………………………………………... 7 Class 5: Channels (WebEx).……………………………………………………………………….. 8 Class 6: Customer Relationships (WebEx)………………………………………………………. 9 Class 7: Revenue Streams (WebEx)………………………………………………………..……10 Class 8: Key Activities and Key Partners (WebEx)…………………………………………… 11 Class 9: Key Resources and Costs (WebEx)…………………………………………………... 12 Class 10: Lessons Learned and Next Steps (JHU Rockville)…………………………… ….13 Final Deliverables Detail…………………………………………………………………………… 14 Appendix: Recommended Readings from the Startup Owner’s Manual……………………... 15

1Please see “Schedule at a Glance” for detailed schedule

SPRINT Syllabus April 2017

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Deliverables Overview Interviews: 5+ Weekly (30+ Overall) You are required to interview at least 5 new people each week and log your interviews in the Discovery Platform (DP). This is a key metric used by the faculty and NIH to evaluate your progress. We expect every team to reach 30 total customer interviews by the end of the course, but we highly encourage that you do more. Our experience shows that it often takes 50+ interviews before teams start to see patterns emerge from their customer discovery data. Planning is critical to your success; please make your interviews the top priority. Presentations: Daily, Weekly, and Final Your team will deliver presentations every day we meet during the program. This syllabus provides detailed guidance for these assignments, including the content and time limitations for each. Presentation assignments will range in length from several minutes to over ten minutes. Minimum Viable Product (MVP) Each team is strongly encouraged to produce an applicable MVP, according to the following guidance and direct guidance by the instructors. An MVP is “anything” you can put in front of a customer to test a specific hypothesis. For example, a diagram of a suggested “intervention work flow” or “story board” of the process. Please consult your instructor before beginning to build the MVP or using it to test a concept. MVP Examples for Interventions

• Draw a diagram or storyboard that shows the process from beginning to end. Where does your intervention fit in the customer/stakeholder workflow or process? Where does someone take action in this process? What key metrics will you measure to evaluate whether the outcome was successful?

• If your intervention requires a software tool, can you mock up a prototype interface to test? If the intervention requires a process change, can you “act out” what the new process will look like to test customer/stakeholder perceptions?

• Other examples will be discussed in class. Final Deliverables Each team will produce and present the following:

• Lessons Learned presentation (~10 minutes) • Team Journey video (2 minutes)

The content and format of these deliverables are shown in the detailed syllabus and will be covered by the instructors in the online classes leading up to the Closing Session.


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OPENINGWORKSHOP

Class 1 (April 17): Business Models, Mission Models and Stakeholder Interviews (JHU Rockville)

Due Before Class

Participate in the onboarding webinar with Lead Instructor Edmund Pendleton on April 5, 2017 at 11:00AM EDT or watch the recorded session.

Contact and confirm 10 in-person or online (Skype, etc.) interviews

Come prepared with a list of potential interviewees that you will talk to during the “get out of the building” hours. These should be related to testing your business model hypotheses around customers/stakeholders and value propositions.

Read and Watch Required

• Read in BMG: o The 9 Building Blocks of the Canvas pp. 14-49 o Business Model Environment pp. 200-211

• Read: Strategyzer Blog - Mission Model Canvas http://blog.strategyzer.com/posts/2016/2/24/the-mission-model-canvas-an-adapted-business-model-canvas-for-mission-driven-organizations?rq=Mission%20Model

• Read VPD: Preface, Chapter 1.1 Customer Profile (through page 25) • Read: Talking with Humans Book

Optional

• Watch on DP: Lectures 1.5a, 1.5b • Watch on DP: the “How to Do Customer Discovery” Videos:

• Preplanning 1, 2 & 3 • Interviews 1 & 2 • Asking the Right Question • Death by Demo 1 & 2 • Assuming You Know • Death by PowerPoint: Understanding the Problem

Prepare and upload presentation 5-minute presentations, 5-minute Q&A

• Slide 1: Team name and number (will be assigned in the Discovery Platform); team member names and photos; business thesis (who is the “customer” for the intervention, what is the intervention, why will a customer use it). (Note: assume “customer” is the patient for this first version. We will talk about different customers/stakeholders in class.)

• Slide 2: Customer Profile (right side of Value Proposition Canvas) for the Patient (or another end user). www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf

• Slide 3: Your Business Model Canvas as you have entered on DP.


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• Slide 4: Tell us about the stakeholder interviews you have scheduled. Why did you choose these people and what do you want to learn from them?

• Slide 5: Identify the “population size” for your intervention. How many patients total versus those you could likely reach in the first year?

• Slide 6: Who/what are your direct competitors/substitutes? How motivated are patients to change behavior (versus doing nothing)? How is your intervention different (i.e., why should patients/stakeholders choose you)?

Upload your presentation to Dropbox by 8:00 AM EDT in PDF format.

Use this naming convention: TeamNumber_TeamName_Date


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Class 2 (April 18) Stakeholders and Value Propositions (JHU Rockville)

Due Before Class

Interview at least 5 potential stakeholders and record your interviews in DP.

Note: When allowed, take photos of your customer’s/stakeholder’s place of work, the interviewee, situations and locations when they might encounter pains or possible gains, etc. These photos will be useful in reconstructing your learning journey and communicating with the teaching team at the end of the course. Read and Watch

• Read VPD: Section 1.2 “Value Map”, pp. 26-29. Optional:

• Watch on DP: Lecture 3 Customer Segments • Watch on DP: Lecture 2 Value Propositions

Prepare and upload presentation 10-minute presentation, 2-minute instructor Q&A

Slide 1: Team name and number; team member names and photos; description of your intervention. The number of stakeholder interviews since last session by role (patient, decision maker, payer, influencer/expert, et al.) and by type (how many in-person, videoconference, phone). (Note: interview template will be provided in class.)

• Slide 2: Who is the patient for the intervention? Why would he/she use it? Who is/are the Decision Maker(s) for the intervention? Why would they decide to adopt it? Who is the Payer for the intervention? Why would “they” pay for it?

• Slide 3-n: What did you learn about your Value Proposition(s)? Hypothesis: What We Thought Experiments: What We Did Results: What We Found

• Slide 4: Two versions of Customer Profile (right side of Value Proposition Canvas). Try to complete these from a Patient AND Decision Maker perspective, as discussed in class. www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf

• Slide 5: Current business model canvas with any changes highlighted. Must use the BMC in DP and export from DP to your presentation.

• Slide 6: What we are going to do for tomorrow…

Upload your presentation to Dropbox by 8:00 AM EDT in PDF format. Use this naming convention: TeamNumber_TeamName_Date


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Class 3 (April 19): Problem-Solution Fit and Product Market Fit (JHU Rockville)

Due Before Class

Interview at least 5 potential customers and record your interviews in DP.

Read • Read VPD: Section 1.3 “Fit” • Read VPD: Section 2.3 “Understanding Customers” • Read BMG: Customer Insights pp. 126-133

Prepare and Upload Presentation 10-minute presentation, 2-minute instructor Q&A

• Slide 1: Team name and number; team member names and photos; description of your intervention. The number of stakeholder interviews since last session by role (patient, decision maker, payer, influencer/expert, et al.) and by type (how many in-person, videoconference, phone).

• Slide 2: NOTE ANY CHANGES Who is the patient for the intervention? Why would he/she use it? Who is/are the Decision Maker(s) for the intervention? Why would they decide to adopt it? Who is the Payer for the intervention? Why would “they” pay for it?

• Slide 3-n: What did you learn about your Value Proposition(s)? Hypothesis: What We Thought Experiments: What We Did Results: What We Found (Note: Describe how your understanding of the VPs changed for the Patient, Decision Maker, and/or Payer. Why would they choose your intervention?)

• Slide 4: Identify key stakeholders in addition to Patients, Decision Makers, and Payers (KOLs, Influencers, Recommenders, Saboteurs)

• Slide 5-6: Two Value Proposition Canvases (Customer Profile and Value Map) – one for Patient, and one for Decision Maker


• Slide 8: Here’s what we are going to do for next week…



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Class 4 (April 24): Ecosystems and Patient Workflows (WebEx)

Due Before Class

Interview at least 5 potential stakeholders and record your interviews in DP.

Read and Watch • Section 2.1 “Prototyping Possibilities” • Read BMG: Prototyping pp. 161-168




• Slide 3: Patient management (workflow) diagram. What is the typical process for a “patient interaction” by a care giver? Where are common challenges/issues? Where does your intervention “fit into” this process – and how does it improve the process? Are there other critical problems/needs in patient management that you do not address?

• Slide 4: Identify stakeholder involvement in the process. What are relative “levels” of influence of various stakeholders (patient, decision maker(s), payer, others)? How does money flow (who gets paid and when)?

• Slide 5-6: Updated versions of Value Proposition Canvases for Patient and Decision Maker • Slide 7: Here’s what we are going to do for next week…



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Class 5 (May 1): Product-Market Fit – MVP Testing (WebEx)

Due Before Class Interview at least 5 potential customers and record your interviews in DP. Interview representatives from your potential distribution channels. Read and Watch

• Watch on DP: Lecture 4 Channels • Watch on DP: Lecture 5 – Customer Relationships




• Slide 3-n: What did you learn about your Stakeholders? Hypothesis: What We Thought Experiments: What We Did Results: What We Found (Note: Describe how your understanding of the Stakeholders and Value Propositions changed.)

• Slide 4: Show an example MVP (existing embodiment or prototype of intervention, diagram, storyboard, etc.) and describe how you might use it to test your Product-Market Fit

• Slide 5-6: Updated versions of Value Proposition Canvases for Patient and Decision Maker • Slide 7: Here’s what we are going to do for next week…



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Class 6 (May 8): Channels and Customer Relationships (WebEx)

Due Before Class Interview at least 5 potential customers and record your interviews in DP. To the extent possible, try to understand how your prospective customers buy (get), use and maintain (keep), and possibly upgrade (grow) your company’s solutions over time. Read and Watch

• Watch on DP: Lecture 6 - Revenue Models • Optional Reading on Reimbursement (if relevant to your project):

Link TBD – given in class Prepare and Upload Presentation 8-minute presentation, 2-minute instructor Q&A



• Slide 3-n: Channels (What you thought, what you did, what you learned) How will your intervention get to the patient? Are there alternatives? If you are using a partner to disseminate, what makes them interested in distributing the intervention? Can you estimate costs associated with distribution? Who gets paid in the distribution channel – and when?

• Slides 4-n: Customer Relationships (What you thought, what you did, what you learned) What is your “Get” strategy – how will patients/decision makers (others) learn about your interventions? How to you plan to “Keep” these customers/users (i.e., what will keep them using the intervention)? Are there ways to “Grow” the patients use of the intervention and/or deliver related products/services (interventions)?

• Slide 5: Demand Creation Economics What do you think is the estimated patient/customer acquisition cost (CAC) for the entity (your company or partner organization) that generates demand and revenue for the intervention? How does this compare to the life time value (LTV) (i.e., total revenue) you can generate from the patient (if you charge for the intervention)? NOTE: The cost of acquisition for a patient (creating awareness and demand for the intervention) must be covered in some way, either by revenue or other funding.

• Slide 6: Current business model canvas with any changes highlighted; Must use the BMC in DP and export from DP to your presentation.




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Class 7 (May 15): Revenue Streams (WebEx)

Due Before Class Interview at least 5 potential customers and record your interviews in DP. Focus your interviews on your Revenue Model hypotheses. Read and Watch

• Watch on DP: Lecture 7 Partners • Watch on DP: Lecture 8 Resources, Activities and Costs




• Slides 3-n: Revenue Model & Pricing (What you thought, what you did, what you learned) Who will pay for the intervention (e.g., out of pocket, reimbursed, employer, other)? How will it be paid for (e.g., subscription, one-time, per use, other)? How will it be priced?

• Slide 4: Regulatory Issues. Does your intervention require regulatory approval? If so, do you understand the pathway? Would other regulatory changes impact the need for your intervention (i.e., is the demand for your intervention driven by regulations)?

• Slide 5: Current business model canvas with any changes highlighted; Must use the BMC in DP and export from DP to your presentation



at least 15 potential customers and record your interviews in LPC. Focus


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Class 8 (May 22): Key Activities and Key Partners (WebEx)

Due Before Class Interview at least 5 potential customers and record your interviews in DP. Focus your interviews around hypotheses for your Key Activities and Key Partners. Read and Watch

• Review on DP: Lecture 8 Resources, Activities and Costs Prepare and Upload Presentation 8-minute presentation, 2-minute instructor Q&A • Slide 1: Team name and number; team member names and photos; description of

your intervention. The number of stakeholder interviews since last session by role (patient, decision maker, payer, influencer/expert, et al.) and by type (how many in-person, videoconference, phone).


• Slides 3-n: Key Activities (what you thought, what you did, what you learned) What are your Key Activities (focus on ongoing activities that would be the core competencies of your organization – not ephemeral tasks)? What would you “do” versus outsource to others? How do they differ between now – as you build your startup/ organization – and in the future? What type of organization are you building…and what types of people will you need to hire?

• Slide 4-n: Partners (what you thought, what you did, what you learned) What types of partners will you need and why? What are the risks you face when partnering? Why will they partner with you? What are the risks for your partners when partnering with you? How are the economics (benefits/costs) shared between you and your partners?

• Slide 5: Current business model canvas with any changes highlighted; Must use the BMC in DP and export from DP to your presentation.




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Class 9 (June 5): Key Resources and Costs (WebEx)

Due Before Class

Interview at least 5 potential customers and record your interviews in DP. Focus your interviews on your Key Resources and Costs hypotheses. Read and Watch

• Review on DP: Lecture 8 Resources, Activities and Costs Prepare and Upload Presentation 8-minute presentation, 2-minute instructor Q&A



• Slide 2-n: Key Resources (what you thought, what you did, what you learned) What key resources do you need to support your key activities? How will you acquire them?

• Slide 3-n: Cost (what you thought, what you did, what you learned) What are important cost drivers of your business? Can you identify critical fixed versus variable costs? Note: a simple “cost stack” diagram will be given in class.


• Slide 5: If you are building a business/organization, can you create a rough diagram (estimate) showing your expected Finance and Operations Timeline? Do you need external funding? If so, when? How do you plan to scale-up the business over time?




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Class 10 (June 15) Lessons Learned and Next Steps (JHU Rockville)

Due Before Class Interview potential customers and record your interviews in DP.

Read and Watch • Review and Watch: Previous NIH I-Corps team’s final presentations

(www.venturewell.org/i-corps/nih/) • Review and Watch: Previous SPRINT teams’ final presentations and videos (link TBD). • Watch: Story Telling Videos (www.venturewell.org/i-corps/llpvideos/david-riemer/) Prepare and Upload 2-minute Team Journey video (see next page for format details) 10-minute Lessons Learned presentation (see next page for format details)

Upload your presentation and videos to Dropbox by 7:00 AM EDT. Use this naming convention: TeamNumber_TeamName_Date


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Description of mandatory 2-minute Team Journey Video The video should tell the story of your team’s journey through SPRINT. Reflect upon the key inflection points for your team during your customer discovery journey. Story telling is critical, high production value is not (some of the best videos have been very straightforward). Also, make it personal - include the team in the video and describe key "aha" moments. This video is about the discovery process. It is NOT a marketing video for your product, service, or new process. Great videos have included clips of potential customers, video excerpts, locations traveled and other key visual and auditory moments during the course.

Final videos should be < 50 MB each (sizes can be reduced in editing software) and 2 minutes or shorter.

Description of Lessons Learned Presentation Your presentation will address lessons learned specific to your team’s development. Each presentation should be no more than 10 minutes. You cannot possibly cover everything you learned in 8-10 weeks in a 10-minute presentation. The final presentation is partly an exercise in distilling the most critical, surprising, and impactful things you learned in the process. We need to see “why” your business model canvas evolved the way it did. Include anecdotes about specific customer interviews that support the story you are telling. If you have a demo, prototype, screenshots, etc. include it in your presentation as a supporting character to illustrate your learning. We are not just interested in “what” your product is, but “why” your product is – what did you learn from customers that shaped the product? • Slide 1: Team name and number; team member names and photos; description of

your intervention. The number of stakeholder interviews since last session by role (patient, decision maker, payer, influencer/expert, et al.) and by type (how many in-person, videoconference, phone) and TOTAL for the course.

• Slide 2: More detail on team members, expertise, and role on the team – optional, but use if helpful.

• Slide 3: Who is the patient for the intervention? Why would he/she use it? Who is/are the Decision Maker(s) for the intervention? Why would they decide to adopt it? Who is the Payer for the intervention? Why would “they” pay for it?

• Slide 4: Business Model Canvas on Day 1 – your starting point. “Here was our original idea.”

• Slide 5-n: “Here’s what we did…”, “Here’s what we found…”, “Here’s what we learned…” – in the context of the full course Note: Use selective versions of your canvas to show key pivots and learning about your business model. You do not need to show each week; instead, pick 3-4 that best show your business model evolution. MORE GUIDANCE WILL BE PROVIDED IN CLASS

• Slide 6: “So here’s where we ended up.” Summarize key learning and show final (current) business/mission model canvas.

• Slide 7: Do you have a viable business/organization? Why or why not? • Slide 8: What are your next steps?


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Appendix: Recommended Readings from Startup Owner’s Manual

Week Recommended Reading in SOM 1 Getting Started, Intro to Customer Development Model and Customer Discovery,

Market Size, Value Proposition, and MVP pp. 1-81 Market Type, and Competitive Brief pp. 112-124 Getting Out of the Building to Test the Problem pp. 189-199 Market Size, Product Vision and Product Features pp. 472-475 Customer Contacts Checklist pp. 487

2 Customer Segments pp. 85-92 Testing Problem Understanding pp. 203-226 Have We Found Product/Market Fit? pp. 260-266 Customer Segments Checklist pp. 476-477

5 Channels Hypothesis pp. 98 – 105 Meet the Channel pp. 243-244 Channel Roadmap pp. 332-337 Distribution Channels pp. 406-411 Channels Checklist pp. 478

6 Customer Relationships Hypotheses pp. 126-143 Get Ready to Sell pp. 296-303 Customer Relationships Checklist pp. 480-482 Test the Problem and Assess its Importance pp. 489

7 Revenue and Pricing Hypotheses pp. 180-188 Pivot or Proceed? and Financial Model pp. 437-459 Assemble Data Checklist and Validate Financial Model Checklist pp. 526-528

8 Partners Hypothesis pp. 176-179 Partners Checklist pp. 484

9 Key Resources Hypothesis pp. 169-175 Can We Make Money and Grow the Company? pp. 267-269

sprint syllabus spring 2017prepare and upload presentation 5-minute presentations, 5-minute q&a...

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