Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. The templates here are made available on the same CC license terms as the original canvas.
(Cost Structure)
(Key
Partners)
(Key
Activities)
(Key
Resources)
(Revenue Streams)
(Customer
Relationships)
(Channels)
(Value
Propositions)
(Customer
Segments)
Venture Design Workshop IV
Engineering Your
Business Model
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
ABOUT ME
Entrepreneur (5x)
Intrapreneur (1x)
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
ABOUT ME
Copyright 2014 Cowan Publishing
ABOUT ME
www.alexandercowan.com
Copyright 2014 Cowan Publishing
AGENDA
Period Deliverables
Venture Design I: Achieving
Customer Relevance
Personas
Problem Scenarios-Alternatives-Value Propositions
Start Business Model Canvas
Storyboards
Customer Discovery
Venture Design II: Iterating to
Success
Venture Planning- focal hypotheses, experiments, and minimum
viable product
Venture Design III: Focusing &
Validating Venture Progress
Review of eld work, renements of approach, planning next
steps.
Venture Design IV: Engineering
Your Business Model
Detailing your business model and remaining focal
assumptions.
Venture Design V: Designing the
Right Product
Pairing your learnings on personas & hypotheses with high
quality, actionable inputs (stories & wireframes) for product
development and product validation.
Copyright 2014 Cowan Publishing
THE BUSINESS MODEL CANVAS
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. The templates here are made available on the same CC license terms as the original canvas.
(Cost Structure)
(Key
Partners)
(Key
Activities)
(Key
Resources)
(Revenue Streams)
(Customer
Relationships)
(Channels)
(Value
Propositions)
(Customer
Segments)
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT
MVP
Nascent
Product-Market
Fit(?)
Scale
PIVOTAL
ASSUMPTIONS
PRODUCT
ORGANIZATION
PARTNERS,
CHANNELS
Founders
N/A
Probably too
soon
Test, revise,
test...
MVP
Customer dev.
team
Probably too
soon
Validated- now
tactical
Focus: efciency,
extension
Full functional
organization
Yeah, maybe?
Validated- now
tactical
What would a
startup do??
Scalable
organization
Yeah, denitely!
Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS
MVP
Product-Market
Fit(?) Scale
Thinking through what you want the business to be for a
better idea of what you dont know.
Then use that to focus your discovery.
Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS
Focal point for managing your assumptions- which are
open? closed? what are their inter-relationships?
MVP
Product-Market
Fit(?) Scale
Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS
Focal point for organizing incremental
growth hacking experiments.
MVP
Product-Market
Fit(?) Scale
Copyright 2014 Cowan Publishing
CUSTOMER DEVELOPMENT & THE CANVAS
Strategy management tool and jumping off point for new
intrapreneurial ventures and business model innovation.
MVP
Product-Market
Fit(?) Scale
Copyright 2014 Cowan Publishing
The Canvas is a housekeeping tool.
It wont hand you the gold but it will
help you monitor how things are
panning out.
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
Personas
ITS A PROCESS
Some techniques are more effective than others.
But they all require substantial, consistent exertion.
Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
VENTURE DESIGN
Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
Experiment Learn
Hypothesize
Lean Startup-
Style Assumptions
VENTURE DESIGN
Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
Business Model
Canvas
Experiment Learn
Hypothesize
Lean Startup-
Style Assumptions
VENTURE DESIGN
Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
User Stories &
Test Cases
Business Model
Canvas
Experiment Learn
Hypothesize
Lean Startup-
Style Assumptions
VENTURE DESIGN
Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
Product &
Promotion
User Stories &
Test Cases
Business Model
Canvas
Experiment Learn
Hypothesize
Lean Startup-
Style Assumptions
VENTURE DESIGN
Copyright 2014 Cowan Publishing
Business Model
Canvas
VENTURE DESIGN
Copyright 2014 Cowan Publishing
THE CANVAS: 3 PARTS
ALEX COWAN
AlexanderCowan.com
@cowanSF
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. The templates here are made available on the same CC license terms as the original canvas.
O!ering
Customers
Infrastructure
Cost_1
Cost_2
Cost_3
Partner_1
Partner_2
Partner_3
Activity_1
Activity_2
Activity_3
Resource_1
Resource_2
Resource_3
Revenue_1
Revenue_2
Revenue_3
Relationship_1
Relationship_2
Relationship_3
Channel_1
Channel_2
Channel_3
Proposition_1
Proposition_2
Proposition_3
Persona_1
Persona_2
Persona_3
Copyright 2014 Cowan Publishing
REALLY GETTING CUSTOMER SEGMENTS
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. The templates here are made available on the same CC license terms as the original canvas.
(Cost Structure)
(Key
Partners)
(Key
Activities)
(Key
Resources)
(Revenue Streams)
(Customer
Relationships)
(Channels)
(Value
Propositions)
(Customer
Segments)
Copyright 2014 Cowan Publishing
SEGMENT TO VALUE PROPOSITION MAPPING
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http://
creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. The templates here are made available on the same CC license terms as the original canvas.
Cost_1
Cost_2
Cost_3
Partner_1
Partner_2
Partner_3
Activity_1
Activity_2
Activity_3
Resource_1
Resource_2
Resource_3
Revenue_1
Revenue_2
Revenue_3
Relationship_1
Relationship_2
Relationship_3
Channel_1
Channel_2
Channel_3
Proposition_1
Proposition_2
Proposition_3
Segment_1
Segment_2
Segment_3
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
THE INDEPENDENT VARIABLE
Value
Propositions
Customer
Segments
This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit http:// creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. The templates here are made available on the same CC license terms as the original canvas.
(Cost Structure)
(Key
Partners)
(Key
Activities)
(Key
Resources)
(Revenue Streams)
(Customer
Relationships)
(Channels)
(Value
Propositions)
(Customer
Segments)
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
CUSTOMER SEGMENTS VS. PERSONAS
"
C u s t o m e r
S e g m e n t s
Customer
Segments
Personas
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
Empathy Creativity
DESIGN THINKING
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
DESIGN THINKING- APPLICATIONS
Copyright 2014 Cowan Publishing
Entry 1
Urinate as they go 2
Edges preferred 3
Speedy 4
PB > cheese
5
Empathy
DESIGN THINKING- APPLICATIONS
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
Check & Repair
UV Validation
Relevant Placement
A Better Mouse Trap
Powered by Better Bait
Creativity
1
2
3
4
5
DESIGN THINKING- APPLICATIONS
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
Foundation in
Design Thinking
DESIGN THINKING- PERSONAS
Personas Problem Scenarios
Alternatives
Your Value Propositions
Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
DISCOVERY & LEARNING: THINK-SEE-FEEL-DO
ALEX COWAN
AlexanderCowan.com
@cowanSF
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
X
PROBLEM SCENARIO
DISCOVERY & LEARNING: PROBLEM SCENARIOS
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
X
What job(s) are you doing for
the customer?
What existing need or
behavior are you fullling?
PROBLEM SCENARIO
DISCOVERY & LEARNING: PROBLEM SCENARIOS
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
?
X
ALTERNATIVE(S)
PROBLEM SCENARIO
DISCOVERY & LEARNING: PROBLEM SCENARIOS
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
?
X
If they currently use
spreadsheets, watch them
use it and get a copy of it.
If they currently put notes on the
family fridge, ask about it,
photograph it.
ALTERNATIVE(S)
PROBLEM SCENARIO
DISCOVERY & LEARNING: PROBLEM SCENARIOS
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
YOUR VALUE PROPOSITIONS
!
ALTERNATIVE(S)
?
PROBLEM SCENARIO
X
DISCOVERY & LEARNING: PROBLEM SCENARIOS
Copyright 2014 Cowan Publishing
ALEX COWAN
AlexanderCowan.com
@cowanSF
X
Are they better enough than the
alternative(s)?
!
?
YOUR VALUE PROPOSITIONS
ALTERNATIVE(S)
PROBLEM SCENARIO
DISCOVERY & LEARNING: PROBLEM SCENARIOS
Copyright 2014 Cowan Publishing Copyright 2014 Cowan Publishing
ENABLE QUIZ: EXAMPLE PROBLEM SCENARIOS
X
Helen the HR Manager
Its hard for me to screen on
technical skill sets and I end up
sending Frank unqualied
recruits.
Frank the Functional Manager
I have limited time and I dont
want to be a jerk. Its hard to
screen for all the relevant
technical skill sets.
PERSONA
PROBLEM
SCENARIO
- Call references
- Take their word for it
- A few probing questions
- Take their word for it
?
ALTERNATIVE(S)
!
VALUE
PROPOSITIONS
New ability for meaningful
screening of technical
candidates, increasing % of
successful hires and lowering
Franks workload on recruiting.
Less time doing interviews, and
better hires sooner.
Copyright 2014 Cowan Publishing
STORYBOARDING A PROBLEM SCENARIO
AFTER
BEFORE
BEFORE
(using the
Alternative)
AFTER
(with the Value
Proposition)
Copyright 2014 Cowan Publishing
EXERCISE- PERSONA CREATION
Mary the Working Mom
Susan the Stay-at-Home Mom
Douglas the Dad
Nathan the Nanny
Ivan the Infant