Startup Basics for Libraries
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Presentation delivered to staff participating Markham Public Library's Learning & Innovation Conference.
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Startup Basics for Libraries
- 1. Startup Basics ! for Libraries Helen Kula! helen.kula@utoronto.ca! @helenkula! ! Markham Public Library June 24, 2016
- 2. Agenda • Key startup concepts! • How do they apply to libraries - or could they apply?! • Q&A
- 3. Acknowledgements • Delia, M.J. & Kula, H. (2014). Startup thinking + libraries. Presentation presented at 2014 Internet Librarian Conference, Monterey, California. Paper retrieved from: http://www.slideshare.net/mjdelia/ startup-thinking-and-librariesfullslides! • Delia, M.J. & Kula, H. (2015). How to run your library like a startup. Webinar presentation retrieved from: http://go.sirsidynix.com/2015-06-03- How-to-Run-Your-Library-like-a-Startup-Wbr.html! • Matthews, B. (2012). Think like a startup: a white paper to inspire library entrepreneurialism. Retrieved from: http://vtechworks.lib.vt.edu/handle/ 10919/18649
- 5. About me
- 6. About you Which startup do you think Markham Public Library is most “like”? Why?! Talk to your neighbour and share your startup pick - and then share with the group!
- 7. The startup toolbox • Framework for starting and scaling new products & services that minimizes risk and cost to founders or sponsors! • Includes:! • Lean startup! • Customer development! • Business model canvas ! • In addition to new ventures, applied in non-profit & government, and mature organizations
- 8. Customer discovery “Finding out who the customers are for your product and whether the problem you believe you are solving is important to them.”! ! ! ! - Blank, S. (2015)
- 9. Focus on the problem, not the product Q:!! What problem are you solving?! Q:!! Who has this problem, i.e. who are ! your potential customers?! Q:!! How does your product solve this problem for these customers?! Q:!! What other solutions to this problem exist?! Q:!! Why would they prefer your product to others on the market?
- 10. Library example
- 11. Startup example
- 12. Get outside the building “There are no facts inside your building, so get outside.”! “No business plan survives first contact with customers.”! ! ! - Steve Blank (2012)
- 13. Talk to your customers • WHY: Check assumptions, test hypotheses and revise! • WHO: Current customers, prospective customers, even non-customers! • HOW:! • In-person: interviews, focus groups, observational studies, on-site visits! • Online: landing pages, online intercepts, surveys, analytics, A/B testing, feedback forms! • WHERE: inside and outside the library! • WHEN: All the time
- 14. Library example
- 15. Startup example
- 16. Build-measure-learn ! ! ! ! ! ! Credit: Ries, E. (n.d.) www.theleanstartup.com/principles
- 17. Focus on learning • Initial product or service is an ‘experiment’ designed to help you learn about the problem or customer! • In practice, start with ‘learn’! • What do you want to know?! • How can it be measured?! • Incorporate those metrics into ‘build’ and then follow the loop! • Product (coding) is NOT necessarily required! • Speed is key
- 18. Library example ! ! ! ! ! Chattanooga Public Library’s 4th Floor http://commonlibraries.cc/4th-floor-chattanooga/! http://chattlibrary.org/4th-floor
- 19. Minimum viable product (MVP) “[The] version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.”! ! ! ! - Eric Ries (2011)
- 20. Less effort, more reward • Product or service needs to be “just enough”: wireframes, video, play- dough, photos! • Minimal ≠ crappy! • MVP may lead to final product OR might not! • Designed for learning
- 21. Library example
- 23. Value proposition “The bundle of products & services that create value for specific customs segments”! - Alex Osterwalder & Yves ! Pigneur(2010)
- 24. Why you? • Summarizes benefit(s) to user, NOT features! • Distinct from an organization’s values, e.g. accessibility, literacy! • Value for users can be created by:! • relieving pain, and/or! • generating gain! • Value can be:! • qualitative: aesthetic, emotive, user experience! • quantitative: price, speed
- 25. Startup examples
- 26. Library example “We help X do Y by doing Z”! ! ! ! ! ! ! - Steve Blank (2011)! Solve for X, Y and Z whereas:! X = a key customer segment! Y = a customer task, activity or outcome! Z = your product or service - with your value or differentiation articulated
- 27. Final thoughts • Libraries are not startups! • Non-profit vs profit, products vs services! • Metrics can be tricky! • Legacy systems & culture! • Offline & online! • Libraries are like startups! • Resource-constrained! • (Partially) digital organizations with virtual customers! • Customer-centric! • Tradition of innovation
- 28. Thank you! ! ! ! Helen Kula! Librarian, Institute for Management & Innovation! University of Toronto Mississauga Library! E: helen.kula@utoronto.ca! T: @helenkula
- 29. Further reading Blank, S. G. (2007). The four steps to the epiphany: Successful strategies for products that win (3rd ed). [San Jose], CA: S.G. Blank. ! ! Blank, S. G., & Dorf, B. (2012). The startup owner's manual: The step-by-step guide for building a great company. Pescadero, Calif: K & S Ranch, Inc.! Ries, E. (2011). The lean startup: How today's entrepreneurs use continuous innovation to create radically successful businesses. New York, NY: Crown Business.! ! D’Elia, M.J. (May 2016). Value proposition conversations in libraries: facilitator’s toolkit 1.0. Retrieved from: http://www.arl.org/storage/ documents/publications/value-proposition-conversations-in-libraries-may-2016.pdf! ! Maurya, A. (2012). Running lean: Iterate from plan A to a plan that works. Sebastopol, CA: O'Reilly.! ! Osterwalder, A., Pigneur, Y., In Clark, T., & Smith, A. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Hoboken, NJ: John Wiley & Sons, Inc.! ! Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. Hoboken, NJ: John Wiley & Sons, Inc.