successfully launch corporate-startups from zero … · 10 tips asking the right questions ......
TRANSCRIPT
MAY 15TH 2018
SUCCESSFULLY LAUNCH CORPORATE-STARTUPS
FROM ZERO TO ONE IN 10 MONTHS
Niek KarsmakersLeonard Bukenya
In 2025 our corporate-startups
have impacted 100 million lives.
38% SUCCESS
62% FAILURES
?
HOW DO YOU GET FROM ZERO TO ONE
IN 10 MONTHS?
Opportunity-team fit
MATCHCustomer-problem fit
SCANProblem-solution fit
TESTCorporate-startup fit
BUILDProduct–market fit
GROW
1 0 M O N T H S
MATCH SCAN TEST BUILD GROW
Start with the right team#1
S TA R T U P S K I L L S : E N T R E P R E N E U R P R O F I L E
ExperiencePassion and broad experience with innovation in digital and high-tech Growth Strategy; creating and executing Product RoadmapsProduct Innovation; from concept to launch, specialized in User Experience (UX)Product Management; distribution, pricing & marketing; (strategic) partnerships; lifecycle managementNew business models; moving towards digital services
THE PROTAGONIST
Role:Strategy: People Mastery
De sterkte van voorkeuren:E Extraverted: %N Intuition: %F Feeling: %J Judging: %
ENFJ
STARTUP SKILLS: CORPORATE-STARTUP TEAM PROFILE
WHAT IS YOUR PROFILE?
Create an entrepreneurial context#2
MATCH SCAN TEST BUILD GROW
1. Customer Discovery•Explore customer segments
•Talk with industry experts
•Define customer personas
•Explore pains & gains and jobs to be done
•Define customer journeys
SCAN2. Market & Technology analysis• Scan the market for trends and similar solutions and/or
business models.
• Scan technologies and business innovations
• Calculate market potential
3. Corporate Deep Dive• SWOT on competitive advantage corporate
• Define corporate assets that are reusable
• Match potential solutions with corporate strategy
4. Create Solution Directions• Define possible value propositions
• Define assumptions per value proposition
• Create first version of the Business Model Canvas
• Define solution directions for the next phase
• Define next steps / needed resources for next phase
customer-problem fit
Extreme customer focus#3
QUIZtalking with customers
What do think of…?
What do think of…?
How do you solve this now?
How do you solve this now?
What is your dream scenario?
What is your dream scenario?
Why have you put effort into…?
Why have you put effort into…?
Would you…?
Would you…?
How much does is it cost you to…?
How much does is it cost you to…?
1. Focus on actual behavior 2. Ask about the past 3. Ask to tell a story 4. Ask why, why, why… 5. Listen (that means not talking) 6. Don’t talk about your ideas 7. Don’t ask opinions 8. Don’t look for compliments 9. Don’t ask if someone would… 10. Don’t forget to ask for commitment
10 TIPSasking the right questions http://momtestbook.com/
MATCH SCAN TEST BUILD GROW
1. Test Solution Directions• Create experiment backlog
• Test riskiest assumptions
• Run multiple experiments on different
value propositions
TEST2. Validate Solution• Define final value proposition and solution
• Make sure there is a strategic fit with the corporate
• Show we can attract customers
• Show we can activate customers
• Validate customers see value in what we offer
• Show we can make money from our customers
4. Define the Next Phase• Define the moonshot (vision) of the solution
• Define product backlog & next steps for next phase
• Define needed resources & team for next phase
• Decide upon technology needed for Build Phase
3. Test Different Business Models• Analyze multiple business models with BMC
• Calculate market size
• Define a turnover forecast for first 3 years
•
problem-solution fit
Don’t be afraid to steal good ideas…#4
Success = (experiments / time) x actionable data #5
Brainstorm with stickies Experiments 1 2 3 …
Who is your customer? Be as specific as possible.
Customer
What is the problem? Phrase it from your customer’s perspective.
Problem
Define the solution. Only after you have validated the problem worth solving.
Solution
List the assumptions that must hold true, for your hypothesis to be true.
Riskiest Assumption
Define when you are successful. Method & success criteria
EXPERIMENT BOARD https://www.youtube.com/watch?v=F-5Iyj9A1MU
MATCH SCAN TEST BUILD GROW
BUILD
4. Scale•Execute (process)improvements to scale
•Define a growth strategy and marketing & sales plan
•Execute growth strategy and attract paying customers
•Support the corporate in implementing spin-in or spin-out
strategy (legal, organizational and adoption)
•Propose a spin-in or spin-out
1. Build First Version of Solution• Prioritize the product backlog
• Define sprints
• Build the product and necessary processes
• Attract external partners
2. Validate Business Model and Growth Engine•Define the final business model
• Attract and show we can retain customers
• Show customers will refer our solution
3. Analyze and Adapt•Define the key performance indicators and norms
•Analyze performance and improvements
•Prioritize improvement ideas and execute
corporate-startup fit
AARRR: Build a growth business and not a product#6
MATCH SCAN TEST BUILD GROW
Make the call: spin in / spin out#7
DREAM BIG, START SMALLNiek [email protected]
Tel.: (06) 54 39 51 82
Leonard [email protected]
Tel.: (06) 54 39 51 82