With all of the pitches, promises and promotion, it’s hard not to be a little skeptical of startup culture. But if we look past the hype, what can we learn from startup thinking? This session will unpack the core approaches, key concepts, and essential tools used by serial entrepreneurs. Start thinking and acting more like an entrepreneur – wherever you happen to be. Participants will explore the merits of using prototypes and simple dashboards to test ideas and validate assumptions; learn how an iterative build-measure-learn cycle can accelerate development; and consider the importance of engaging stakeholders early in the design process.

1. habits
hypeNOT
StartupThinking101
M.J. D’Elia : SLA : Boston

2. introduction
@mjdeliaUniversity of Guelph

3. HYPE
the

4. the hype

5. the hype

6. Habits
the

7. five habits
1. Focus on the problem
2. Build, measure, learn
3. Design for the few
4. Monitor key metrics
5. Articulate your value
the habits

8. habit one
Focus
on the
Problem

9. focus on the problem
Understand the core challenge your customers
are trying to solve - from their perspective.
focus on the problem

10. questions
What are your customers trying to do?
What frustrations are they experiencing?
How do they solve the problem currently?
How can you relieve some of their pain?
focus on the problem

11. customer discovery
Process for identifying a product that will solve
a problem for a particular group of customers.
focus on the problem(Blank, 2012)

12. example
Virtual Learning Commons
Get out of the building
focus on the problem

13. focus on the problem
Customer
Profile
Map
(Osterwalder & Pigneur, 2014)

14. warning
Be prepared to be humbled.
focus on the problem

15. build
measure
learn
habit two

16. build, measure, learn
Iterate and improve your approach based on
what you learn - from what you built.
build measure learn

17. questions
What can you build to test your assumptions?
How will you measure success/failure?
How inexpensively can you test your concept?
build measure learn

18. Minimum viable product
A product or service with just enough features
that allow it to reach the market.
build measure learn(Ries, 2011)

19. example
Research Help Desk Design
Make successive prototypes
build measure learn

20. escalating market test
How can you test your idea for $5?
…for $50?
…for $500?
…for $5000?
build measure learn

21. warning
Be willing to accept imperfection.
build measure learn

22. habit three
design
for the
few

23. design for the few
Focus development and promotion on one or
two groups - choose groups who will benefit.
design for the few

24. questions
Who stands to gain the most?
Which groups are easiest to reach?
Who are the most likely early adopters?
What needs do they share?
design for the few

25. segmentation
Breaking down a larger market into smaller
identifiable groups who share specific needs.
design for the few(Cooper & Vlaskovits, 2010)

26. example
Data Analysis Workshop
Find early adopters
design for the few

27. business model canvas
design for the few
Key
Partners
Key
Activities
Value
Proposition
Customer
Relationships
Channels
Customer
Segments
Cost Revenue
Key
Resources
(Osterwalder & Pigneur, 2010)

28. warning
Be prepared for pressure to increase scope.
design for the few

29. monitor
key
metrics
habit four

30. monitor key metrics
Track data that measure the ongoing use of the
product or service - monitor early and often.
monitor key metrics

31. questions
Which data are essential?
How can you measure impact?
What do the trends indicate?
How will you respond?
monitor key metrics

32. dashboard
Map essential metrics in (near) real-time to
track the core elements of the business.
monitor key metrics(Komisar & Mullins, 2009)

33. example
Library Course Guides
Decide and design with data
monitor key metrics

34. monitor key metrics

35. warning
Be prepared to make mid-course corrections.
monitor key metrics

36. habit five
articulate
your value

37. articulate your value
Communicate the benefits you generate for
your customers - be clear and precise.
articulate your value

38. questions
Why would customers choose you?
What is in it for your customers?
What specific value do you offer?
Which resources are required to deliver value?
articulate your value

39. value proposition
The bundle of products and services that create
value for a specific customer segment.
articulate your value(Osterwalder & Pigneur, 2010)

40. example
Startup Weekend: Library Edition
Be ready to pitch
articulate your value

41. articulate your value
Customer
VALUE
Map
(Osterwalder & Pigneur, 2014)

42. warning
Be prepared to revise.
articulate your value

43. home
take

44. habit one
Focus
on the
Problem
Get out
of the
building

45. build
measure
learn
habit two
make
successive
prototypes

46. habit three
design
for the
few
Find
early
adopters

47. monitor
key
metrics
habit four
decide
with
data

48. habit five
articulate
your
value
be
ready
to pitch

49. take home(Osterwalder & Pigneur, 2010)

50. take home(Osterwalder & Pigneur, 2010)

51. take home(Ries, 2011)

52. discussion
M.J. D’Elia
University of Guelph
@mjdelia

53. thank you
M.J. D’Elia
University of Guelph
@mjdelia

54. references
Blank, S. (2014). Steve Blank [blog]. Retrieved from http://steveblank.com
Blank, S. & Dorf, B. (2012). The Startup Owner’s Manual. Pescadero, CA: K&S Ranch
Cooper, B. & Vlaskovits, P. (2010). The Entrepreneur’s Guide to Customer Development.
Newport Beach, CA: Cooper-Vlaskovits
Komisar, J. & Mullins, R. (2009). Getting to Plan B. Cambridge, MA: Harvard Business.
MaRS. Entrepreneur’s Toolkit. Retrieved from http://www.marsdd.com/entrepreneurs-toolkit/
Mathews, B. (2012, April). Think like a Startup [white paper]. Retrieved from
http://vtechworks.lib.vt.edu/handle/10919/18649
Osterwalder, A. & Pigneur, Y. (2010). Business Model Generation. Hoboken, NJ: Wiley
Osterwalder, A. & Pigneur, Y. (2014). Value Proposition Design. Hoboken, NJ: Wiley
Ries, E. (2011). The Lean Startup. New York: Crown.
take home