I spent many years practicing and teaching how to design new products and methods like design thinking, lean startup and growth hacking. I realized that for many entrepreneurs and marketers is difficult to orient themselves, so I tried to organize all these materials in a coherent model that is simple to understand and use. I presented my model at Creative Incubator in Barcelona. You can watch the talk here: https://youtu.be/FfHcHbyYHgo

1. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
Amazing Products
Patterns · Design · Technology

2. © 2018 - nicolamattina.it
Who the heck
is Nicola Mattina?

3. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Nicola Mattina
Public
Relations
Corporate
Communication
Social
Media
Marketing
Startup
Acceleration
Programs
Open Innovation

4. © 2018 - nicolamattina.it
How do startups
create and launch
amazing products?

5. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018My answer…
1. Five patterns
2. Experimental Process
3. Marketing Technology Stack

6. © 2018 - nicolamattina.it
Five
Patterns

7. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
Customer
Other actors
Existing Products
Job to
be Done
Step
Problem / Opportunity
#1 Amazing products simplify a Job to be Done

8. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
Customer
Other actors
Existing Products
Step
Problema / Opportunità
Job to
be Done
#1 Amazing products simplify a Job to be Done

9. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018

10. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018#2 Amazing products have a clear positioning

11. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018#2 Amazing products have a clear positioning
• How do you take it with you in a car?
• How do you park it?
• Sidewalks or roads?
• Can you take it on a bus?
• What kind of insurance do you need?
• Where and how do you charge it?
#EPICFAIL
#EPICWIN
• Anywhere, anytime transportation
• Simple as a tap
• Low-cost to luxury
• Predictable cost

12. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018#3 Amazing Products break current business models

13. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018#3 Amazing Products break current business models
Soluzione
Kit per radersi
Posizionamento
Classico
Cambia
Modalità di acquisizione dei clienti
Modalità di distribuzione
New
Customers are
acquired directly by
the brand.
Product is shipped
via mail monthly.
Traditional
Customers are
owned by the
retailer.
Product is
distributed in a
store.

14. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
New
Spotify pay authors
when a song is
played.
Users build playlists
for free.
Users pay to use
the service offline.
Traditional
Services pay
authors when they
sell the audio file.
Users build a library
of songs.
Users on a budget
use Torrent.
#3 Amazing Products break current business models

15. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
Mass Customized Iper Customized (AI)
#4 Amazing Products are iper-customized

16. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018#4 Amazing Products are iper-customized
New
Blue Apron and all
food delivery
services know what
consumers want to
cook and eat.
They can iper-
customize grocery
shopping.
Traditional
Groceries know
what ingredients
consumers are
buying.
What will they
cook?

17. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
Problem
Solution
Fit
Product
Market
Fit
Business
Model
Fit
#5 Follow and experimental path

18. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
failed experiments successful experiments
#5 Follow and experimental path

19. © 2018 - nicolamattina.it
Experimental
Process

20. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
Idea Project Production Communication Sales
Results
Strategic
Marketing
R&D Operations
Operational
Marketing
Sales
Analytical
Marketing
The Corporation model
Big Launch

21. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018The Corporate model may be very expensive
«texturally enhanced alternative beverage» HP Touchpad with WebOS

22. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018The Startup model
Wonder-Learn
Loop
Progressive
Fit

23. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Progressive Fit
Problem Solution Fit
Prove that you have a solution that solves a
problem.

24. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Progressive Fit
Problem Market Fit
Prove that there are customers that want to
pay for you solution.

25. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Progressive Fit
Business Market Fit
Prove that you can scale and set up a
sustainable business model.

26. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Wonder-Learn Loop
Customer Feedback
Experiment
Learn
Wonder

27. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Wonder-Learn Loop
The Wonder-Learn Loop in Problem Solution Fit phase
is based on Design Thinking and Pretotyping

28. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Wonder-Learn Loop
The Wonder-Learn Loop and the Design Thinking cycle
Wonder Experiment Customer Learn
Empathize Define
Ideate
Prototype
Test

29. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Wonder-Learn Loop
The Wonder-Learn Loop in Problem Solution Fit phase
is based on Lean Startup and Minimum Viable Product

30. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Wonder-Learn Loop
The Wonder-Learn Loop and the Design Thinking cycle
Wonder Experiment Customer Learn
Build Measure Learn

31. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Wonder-Learn Loop
The Wonder-Learn Loop in Business Market Fit phase
is based on Growth Hacking and High Tempo Testing

32. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Wonder-Learn Loop
The Wonder-Learn Loop and the Growth Hacking cycle
Wonder Experiment Customer Learn
Brainstorm Implement AnalyzeTest
Prioritize Systemize

33. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018The Startup model
Problem Solution Fit Problem Market Fit Business Market Fit

34. © 2018 - nicolamattina.it
Marketing
Technology Stack

35. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Too many technologies and platforms

36. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018
5 C’s model:
• Contacts
• Connections
• Content
• Customer Data
• Collaboration
Build your model. Example #1

37. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Build your model. Example #2

38. © 2018 - nicolamattina.it
Creative Incubator
Barcelona, 10-12 May 2018Who does govern data?

39. Nicola Mattina
Adjunct Professor Università Roma Tre
Co-founder Stamplay
nicolamattina.it
linkedin.com/in/nicolamattina
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