syllabus - national cancer institute · o multisided platforms pp. 77-87 o ideation pp. 134-145 o...

SPRINT Syllabus February 2018 1

Syllabus Instructors: Elizabeth Good Mazhari ([email protected]) Edmund Pendleton ([email protected])

Teaching Assistant: Lindsey Mitchell ([email protected])

Location: NCI-Shady Grove Campus

TE 408/410

9609 Medical Center Drive, Rockville, MD 20850

Schedule1:

Opening Workshop*: February 7-9, 2018 at NCI-Shady Grove Campus

Online Classes: Wednesdays, 1:30 - 4:30 pm ET via WebEx February 14, 21, 28, March 7,14, 21, 2018

Closing Workshop*: April 3-4, 2018 at NCI Shady Grove Campus

Office Hours: Available each week. Online signup sheet will be provided.

* These workshops are in person meetings at NCI-Shady Grove 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: LaunchPad Central (registration will be provided) https://www.launchpadcentral.com/

Table of Contents Deliverables Overview: .............................................................................................................. 2 Class 1: Business Models, Mission Models & Customer Discovery (NCI): .............................. 3 Class 2: Customer/Stakeholder Interviews (NCI): .................................................................... 4

Class 3: Insights from Interviews (NCI): .................................................................................... 4

Class 4: Stakeholder Ecosystems (WebEx): ............................................................................ 5

Class 5: Channels (WebEx): ..................................................................................................... 6

Class 6: Customer Relationships (WebEx): .............................................................................. 7

Class 7: Revenue Streams (WebEx): ........................................................................................ 8

Class 8: Key Activities and Key Partners (WebEx): .................................................................. 9

Class 9: Key Resources and Costs (WebEx): ........................................................................ 10

Class 10: Lessons Learned and Next Steps (NCI): ................................................................ 11

Final Deliverables Detail: ........................................................................................................ 12

Appendix: Recommended Readings from the Startup Owner’s Manual: ............................... 13

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

mailto:[email protected]



http://www.venturewell.org/i-corps/nih/

http://www.steveblank.com/tools-and-blogs-for-entrepreneurs/

https://www.launchpadcentral.com/


Deliverables Overview

Interviews: 5+ Weekly (40+ Overall)

You are required to interview at least 5 new people each week and log your interviews in the CMS (TBD) This is a key metric used by the faculty and NIH to evaluate your progress. We expect every team to reach 40 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?

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.


OPENING WORKSHOP

Class 1 (February 7): Business Models, Mission Models, and Customer Discovery (NCI Shady Grove)

Due Before Class

Participate in the onboarding webinar with Lead Instructor Edmund Pendleton on January 25, 2018 at 1:00PM ET click here

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

• Read in BMG: o The 9 Building Blocks of the Canvas pp. 14-49 o Multisided Platforms pp. 77-87 o Ideation pp. 134-145 o Business Model Environment pp. 200-211

• Read: Talking with Humans Book

• Read VPD: Chapter 3 “Test”

• Watch on LPC: Lectures 1, 1.5a, 1.5b

• Watch on LPC: 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

3-minute presentations, 2-minute Q&A

• Slide 1: Team name and number (will be assigned in the LPC 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).

• Slide 2: Your Business Model Canvas as you have entered on LPC.

• Slide 3: Tell us about the customer interviews you have scheduled. Why did you choose these people and what do you want to learn from them?

• Slide 4: Identify the “market size” or “population size” for your intervention – in total over time and most likely right now (who could you reach in next 12-24 months)

• Slide 5: Who or what are your direct competitors or substitutes? How are you different? Why should customers/stakeholders choose you?

Upload your presentation to Dropbox by 7:00 AM ET in PDF format.

Use this naming convention: TeamNumber_TeamName_Date

https://venturewell.webex.com/venturewell/j.php?MTID=me856b35b143ebbc78dbfe03f9182c219


Class 2 (February 8): Customer / Stakeholder Interviews

Interview at least 10 potential customers and record your interviews in LPC.

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.

Class 3 (February 9): Insights from Interviews

Due Before Class

Read and Watch

• Read VPD: Section 1.1 “Customer Profile” and 2.3 “Understanding Customers”

• Read BMG: Customer Insights pp. 126-133

• Watch on LPC: Lecture 2 Value Propositions, Lecture 3 Customer Segments

Prepare and upload presentation

10-minute presentation, 2-minute instructor Q&A

• Slide 1: Team name and number; team member names and photos; business thesis (who is the “customer” for the intervention, what is the intervention, why will customer use it). The number of customer interviews since last session by type (in person, videoconference, phone).

• Slides 2-n: What did you learn about your Customers and Value Propositions?

Hypothesis: Here’s What We Thought Experiments: So Here’s What We Did

Results: So Here’s What We Found

• Slide 3: Value Proposition Canvas (focus on Customer Profile – Job/Pains/Gains)

• Slide 4: How do your customers (users) solve your identified problem/need today? Why does your solution solve it better than the competition or substitutes/alternatives?

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

• Slide 6: Here’s what we are going to do for next week.

Upload your presentation to Dropbox by 7:00 AM ET in PDF format. Use this naming convention: TeamNumber_TeamName_Date


Class 4 WebEx #1 (February 14): Stakeholder Ecosystems

Due Before Class

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

Read and Watch

• Read VPD: Section 1.3 “Fit” and Section 2.1 “Prototyping Possibilities”

• Read BMG: Prototyping pp. 161-168

Prepare and Upload Presentation


• Slide 1: Team name and number; team member names and photos; business thesis (who is the “customer” for the intervention, what is the intervention, why will customer use it).

The number of customer interviews since last session by type (in person, videoconference, phone).

• Slides 2-n: What did you learn about your customers and their ecosystem?



• Slide 3: Customer workflow diagram (where do you fit in the customer’s process); reference “a day in the life”, p. 114 of VPD

• Slide 4: Customer ecosystem diagram showing “customer types/stakeholders” (beneficiaries - if any, users, decision makers, buyers, etc.) and money and influence flows (as appropriate)

• Slide 5: Create a diagram or storyboard of your MVP and how you might use it to test your Product-Market Fit

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

• Slide 7: Here’s what we are going to do for next week…




Class 5 WebEx #2 (February 21): Channels

Due Before Class

Interview at least 5 potential customers and record your interviews in LPC. Interview representatives from your potential distribution channels.

Read and Watch

• Watch on LPC: Lecture 4 Channels





• Slides 2-n: What did you learn about your Channels?

Hypothesis: Here’s What We Thought

Experiments: So Here’s What We Did


• Slide 3: Channels:

What is the distribution channel? Are there alternatives? What was it that made channel partners interested? Excited? Draw the channel diagram - Annotate it with the channel economics





Class 6 WebEx #3 (February 28): Customer/Stakeholder Relationships

Due Before Class

Interview at least 5 potential customers and record your interviews in LPC. 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 LPC: Lecture 5 – Customer Relationships

• Optional Reading on Reimbursement (if relevant to your project): www.venturewell.org/wp-content/uploads/4.3-Reimbursement-Basics.pdf



• Slide 1: Team name and number ); team member names and photos; business thesis (who is the “customer” for the intervention, what is the intervention, why will customer use it).


• Slides 2-n: What did you learn about your Customer Relationships (Get/Keep/Grow strategy, CAC/LTV)?



• Slide 3: Get/Keep/Grow

Diagram your Get/Keep/Grow Strategy

Estimate your customer acquisition cost (CAC) & Life Time Value (LTV)

Identify key metrics you will measure

• Slide 4: Demand Creation

How will you create demand?

What conferences do you need to attend?

Create an estimate and forecast for your company’s demand creation budget

Do you have relevant Key Opinion Leaders (KOL’s)? If so, who are they?

Do you need Scientific Advisory Board? Who should be on it?

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




http://www.venturewell.org/wp-content/uploads/4.3-Reimbursement-Basics.pdf

http://www.venturewell.org/wp-content/uploads/4.3-Reimbursement-Basics.pdf


Class 7 WebEx #4 (March 7): Revenue Streams

Due Before Class

Interview at least 5 potential customers and record your interviews in LPC. Focus your interviews on your Revenue Model hypotheses.

Read and Watch

• Watch on LPC: Lecture 6 - Revenue Models

• Optional Reading on Regulation: o www.venturewell.org/wp-content/uploads/4.2-Regulatory-

Basics.pdf o www.fda.gov/ForPatients/Approvals/default.html

• Read: Skim both the VPD and BMG books to help integrate PMF and the BMC




• Slides 2-n: What did you learn about your Revenue Model and Pricing? Hypothesis: Here’s What We Thought Experiments: So Here’s What We Did Results: So Here’s What We Found

• Slide 3: Diagram of Payment Flows

• Slide 4: Diagram of expected Finance and Operations Timeline (Do you need external funding? If so, when? How do you plan to scale-up the business over time?)

• Slide 5: Regulatory strategy – if applicable

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



http://www.venturewell.org/wp-content/uploads/4.2-Regulatory-Basics.pdf

http://www.venturewell.org/wp-content/uploads/4.2-Regulatory-Basics.pdf

http://www.fda.gov/ForPatients/Approvals/default.html

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


Class 8 WebEx #5 (March 14): Key Activities and Key Partners

Due Before Class

Interview at least 5 potential customers and record your interviews in LPC. Focus your interviews on your Key Partner hypotheses.

Read and Watch

• Watch on LPC: Lecture 7 Partners

• Watch on LPC: Lecture 8 Resources, Activities and Costs

• Read BMG: Open Business Models pp. 109-113 and Storytelling pp. 170-180 Prepare and Upload Presentation



• Slides 2-n: What did you learn about your Key Activities and Partners? Hypothesis: Here’s What We Thought Experiments: So Here’s What We Did Results: So Here’s What We Found

• Slide 3: What are your Key Activities? How do they differ between now – as you build your startup – and in the future when you have an ongoing business? What type of company are you building…and what types of people will you need to hire?

• Slide 4: What were your hypotheses about the partners you will need? Why do you need these partners? What are the risks you face of 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? Diagram your partner relationships with any dollar flows.

• Slide 5: Clinical Validation pathway – if appropriate

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




Class 9 WebEx #6 (March 21): Key Resources and Costs

Due Before Class

Interview at least 5 potential customers and record your interviews in LPC. Focus your interviews on your Key Resources and costs hypotheses.

Read and Watch

• Review on LPC: Lecture 8 Resources, Activities and Costs Prepare and Upload Presentation




• Slide 2-n: What did you learn about your Key Activities, Resources and Costs?

Hypothesis: Here’s What We Thought Experiments: Here’s What We Did

Results: Here’s What We Found

• Slide 3: What are your key resources?

What key resources do you need to support your key activities? How will you acquire your key resources?

• Slide 4: Diagram of Payment Flows with updated costs and cost drivers





Class 10&11 (April 3-4) Lessons Learned and Next Steps

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

Read and Watch

• Review and Watch: Previous NIH I-Corps team’s final presentations (www.venturewell.org/i-corps/nih/) – Instructors will provide suggestions

• 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 ET. Use this naming convention: TeamNumber_TeamName_Date

http://www.venturewell.org/i-corps/nih/

http://www.venturewell.org/i-corps/llpvideos/david-riemer/


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; business thesis (who is the “customer” for the intervention, what is the intervention, why will customer use it). The number of customer interviews by type (in person, videoconference, phone) since last session and TOTAL for the program.

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

• Slide 3: Business Model Canvas on Day 1 – your starting point. “Here was our original idea.”

• Slide 4-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.

• Slide 5: “So here’s where we ended up.” Summarize key learning and show final / current business model canvas.

• Slide 6: Do you have a viable business? Why or why not?

• Slide 7: What are your next steps?


Appendix: Recommended Readings from Startup Owner’s Manual

Class 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

syllabus - national cancer institute · o multisided platforms pp. 77-87 o ideation pp. 134-145 o...

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