2. THE LEAN ENTREPRENEUR 2
2002 - Compilation of
lecture notes that started it
all
2010 - 1st purpose-written
book to introduce Lean
Startup and Customer
Development
2011 - Lean Startup goes
main stream and answers
“The Why?”
10. ‣ Value Stream = Delivery of known product for known customer
‣ (Assembling a mini-van for a soccer mom)
Lean is:
‣ Optimize efficiency of value-add activities (part assembly)
‣ Eliminate non value-add activities (forklift parts across warehouse)
THE LEAN ENTREPRENEUR
LEAN IS ABOUT ELIMINATING WASTE IN
VALUE CREATION
10
11. ‣ Don’t truly know value
‣ Don’t truly know customer
‣ But you think you know
Lean Startup is:
‣ Elimination of waste in discovery of value and customer
‣ Validated learning of your value stream
THE LEAN ENTREPRENEUR
STARTUPS ARE ENDEAVORS OF UNCERTAINTY
11
12. BRANDING LEADS THE WAY
EXISTING MARKET
PROBLEM WELL UNDERSTOOD
INNOVATION IMPROVES DIFFERENTIATION
INCREMENTAL CHANGE
PRODUCT LEADS THE WAY
UNKNOWN / NEW MARKET
PROBLEM NOT WELL UNDERSTOOD
INNOVATION IS DRAMATIC
RADICAL CHANGE
Innovation Continuum
18. ‣ Different pain; level of pain
‣ Seek resolution differently
‣ ‘Hang out’ in different locations
‣ Different influencers
‣ Different sales channel
THE LEAN ENTREPRENEUR
SEGMENT CLUES
18
19. ‣ Discovering high-value segments
‣ Number and size of segments
‣ Automating marketing and sales
‣ Increasing velocity
Warning:
‣ Nine moms cannot make a baby in a month
THE LEAN ENTREPRENEUR
MARKET OPPORTUNITY
19
20. THE LEAN ENTREPRENEUR
SEGMENT MATRIX
20
Criteria
Segment
Depth
of Pain
Budget
Market
Size
Ease of
MVP
Reach Values
Solo Chef H M M H M H
Team ind. H H M H M H
Small
Corp
M H H M L M
Big Corp M H H L L L
30. THE LEAN ENTREPRENEUR 30
‣ @brantcooper Next book: The Lean Brand - http://leanbrandbook.com/ How
entrepreneurs discover, iterate and develop emotional value in the
marketplace.
Editor's Notes
Do not compare yourself to Apple. Start small, validate with MVP,
The Visionary Entrepreneur
You are a Visionary Entrepreneur after the fact.
When did Zuck became a visionary?
Henry Ford – didn’t invent car, many other auto manufacturers – great team that innovated on assembly line and interchangeable parts. Vision is destructive.
Thomas Edison – didn’t invent the lightbulb and recognized the PR value of myth of visionary. Shared revenues & royalties equally with Charles Batchelor. What he said, differed what what he did.
Steve Jobs – master of media myth
Visionary b/c they won and they were relentless.
Motivtation: Assume that the vision is correct. Only obstacle is PR & buzz. Have to go big. Building out whole vision. Getting in front of as many people as possible.
Do not compare yourself to Apple. Start small, validate with MVP,
add agile/lean six sigma to later slides
1) What do you need to learn?
2) How will you measure?
3) What do you need to build to run an experiment?
The computer on the magazine cover is an empty box with just switches and LEDs on the front panel.
Roberts received a letter from Traf-O-Data asking if he would be interested in buying its BASIC programming language for the machine. He called the company and reached a private home, where no one had heard of anything like BASIC. In fact the letter had been sent by Bill Gates and Paul Allen from the Boston area, and they had no BASIC yet to offer.
