Lean Startup in a Regulated Environment by Mureen Allen The Lean Startup Conference 2013 http://leanstartup.co/

1. Lean Startup in a Regulated
Environment
Mureen Allen

2. Lean Startup in a Regulated
Environment
Mureen Allen, MD, MS, MA, FACP
SVP, Clinical & Affordability Lead
Monday, December 16, 2013

3. The Lone Intrepreneur
How do you follow the principles of
lean startup in a highly matrixed and
regulated environment?

4. Project Trajectory Bumps on the Road
Customer
Validation
Customer
Discovery
Minimal
Viable Product

5. Finding Your Customer
• Customer Discovery
– Family, friend, co-worker
– Internet disease forums
– Online website
– Adult day Care
– Goggle advertisements
– Craig’s list

6. Finding Your Customer
• Key Barriers to Success
– Timing
– Networking
– Restrictions to online
medical content
– Think outside the
corporate box

7. Validating Your Idea
• Customer Validation:
– Summarize initial idea or concept
– Validate with interviews
– Update thinking

8. Validating Your Idea
• Key Barriers to Success :
– Not truly validating your idea
– Not understanding the market
– Not updating thinking

9. Your Minimum Viable Product
• Use the data collected from
customer discovery and
validation
• Scale the MVP
• Iterative development and
design
• Set expectations

10. Your Minimum Viable Product
• Key Barriers to Success
– Corporate sponsor
– Network for adoption
– Forget timelines

11. Major Barriers to Success!
• Legal Oversight & Compliance
– Customer Discovery and Validation
• Confidentiality
• Compensation
• Existing customers
– HIPAA
• Privacy & security
• Medical history
– Medical fora
• Providing medical advice
– Website
• Online disclosure
• Public solicitation

12. Current Status
• 6 months later:
– Legal review of agreements
– Piloting with a larger application
– Customer deployment

13. Conclusion
• Difficulties and challenges in adopting LS
principles especially a lone intrepreneur
• Lessons learned
– Be bold!
– Think outside the corporate box!
– Legal from day one!
– Timelines – Really?

14. Contact Information
Mureen Allen, MD, MS, MA, FACP
SVP, Clinical & Affordability Lead
Optum
Mureen.allen@optum.com
908.696.2875