1. !!!!Intro!lecture!Course!‘Innoveren!als!Startup’!start!29mei!–!Henry!Robben!
!!
!Innoveren!als!Startup!!!@henryrobben!!!#LeanStartup!!!@crowdale_edu!!!!!

2. Agenda!
• IntroducEe!!
• Course! Innoveren!als!Startup !!
• Lecture!Prof.dr.Henry!Robben:!
!!!!The!Lean!Startup!
• Crowdale.com!!
• Survey!

3. IntroducEe!!

4. Wat!zie!je?!
• Slides!
• Video!
• Deelnemers!&!hoofdstukken!
• Chatvenster!/!vragen!stellen!
• Moderators!
• Tickertape!
• Polls!
!

5. Poll!#1:!Deelname!
a. !1e!keer!
b. !2V5!keer!
c. !6V10!keer!!!
d. !10+!
Hoe!vaak!heb!je!al!aan!een!webinar!deelgenomen!
in!het!kader!van!een!opleiding!of!course?!

6. • !4x!live!webinars!van!1,5uur!in!5!weken!
• !Wekelijks!assigments!&!onderlinge!discussie!
• !Boek!The$Lean$Startup!–!Eric!Ries!
• !Boek!I’m$hungry$–!Hendriks!&!De!Zeeuw!
• !Kosten!bedragen!€595,V!
Woensdag$29$mei$
Ontwikkel!je!visie!
Woensdag$5$juni$
RichEng!Pivot!
Woensdag$3$juli$
GoVtoVmarket!
Woensdag$19$juni$
Versnellen!&!Innoveren!
Course! Innoveren!als!Startup !

7. Who!is!…!!Henry!Robben!

8. You can’t hide your problems…

9. Poll!#2:!Entrepeneur!
a. !Nee,!en!ik!zou!het!ook!niet!willen.!
b. !Nee,!maar!ik!zou!het!graag!proberen.!
c. !Ja,!maar!ik!heb!nog!geen!eigen!onderneming.!
d. !Ja!en!ik!heb!mijn!eigen!bedrijf.!
Beschouw)jij)jezelf)als)een)ondernemer?)

10. The$Lean$Startup
Innovating$Smarter$Successfully

14. Main$messages
Assumptions$are$the$mother$of$all$f*ck$ups Yet,%every%business%plan%is%full%of%them!
Ask$yourself$the$right$questions Test%your%assumptions
Lean$innovation$is$about$learning What%is%that%you%need%to%know?

15. Three$Parts
VISION STEER ACCELERATE

16. Three$Parts
VISION
STEER
ACCELERATE

17. Three$Parts
VISION
STEER
ACCELERATE
start$E$deGine$E$learn$E$experiment

18. Three$Parts
VISION
STEER
ACCELERATE
start$E$deGine$E$learn$E$experiment
leap$E$test$E$measure$E$pivot$or$persevere

19. Three$Parts
VISION
STEER
ACCELERATE
start$E$deGine$E$learn$E$experiment
leap$E$test$E$measure$E$pivot$or$persevere
batch$E$grow$E$adapt$E$innovate

20. Startups$need$a$VISION
What$do$you$want$to$achieve?
Craft%a%strategy%to%get%there
The%result%will%be%your%offering
accelerate-steer-VISION

21. Why$do$so$many$startups$fail?
They$are$managed$by$corporate$management$principles
Uncertainty%about%market%conditions%and%customers
Achieve%failure%by%executing%a%Blawed%plan
vision:start

22. Why$do$so$many$startups$fail?
They$are$managed$by$corporate$management$principles
Uncertainty%about%market%conditions%and%customers
Achieve%failure%by%executing%a%Blawed%plan
vision:start

23. Poll!#3:!Startup!
a. !Nee,!nog!nooit!en!daar!ben!ik!heel!blij!mee.!
b. !Nee,!maar!het!lijkt!me!fantasEsch.!
c. !!Ja,!maar!ik!heb!er!spijt!van.!
d. !Ja,!en!ik!zou!niet!meer!anders!willen.!
Ben)je)weleens)betrokken)geweest)bij)een)startup?)

24. Some$deGinitions
Entrepreneur The%whole%ecosystem
Startup A%human%institution%designed%to%create%a%new%offering%
under%conditions%of%severy%uncertainty
Lean$innovation$is$about$learning What%is%that%you%need%to%know?
vision:define

25. Some$deGinitions
Entrepreneur The%whole%ecosystem
Startup A%human%institution%designed%to%create%a%new%offering%
under%conditions%of%severy%uncertainty
Lean$innovation$is$about$learning What%is%that%you%need%to%know?
*
* Size,%industry,%type,%development%stage%do%not%matter
vision:define

26. Some$deGinitions
Entrepreneur The%whole%ecosystem
Startup A%human%institution%designed%to%create%a%new%offering%
under%conditions%of%severy%uncertainty
Lean$innovation$is$about$learning What%is%that%you%need%to%know?
*
* Size,%industry,%type,%development%stage%do%not%matter
vision:define
* *
* * So%this%means%YOU%and%YOUR%company!

27. The$innovator’s$dilemma
Sustaining$innovation
Disruptive$innovation
*
*Christensen
vision:define

28. The$innovator’s$dilemma
Sustaining$innovation
Disruptive$innovation
incremental%improvements
*
*Christensen
vision:define

29. The$innovator’s$dilemma
Sustaining$innovation
Disruptive$innovation
incremental%improvements
breakthrough,%sustainable
*
*Christensen
vision:define

30. vision:learn
Learning$is$the$unit$of$analysis
An$old$misconception:$efGiciency$over$effectiveness
What%if%you%built%something%that%nobody%wanted?
“In%desperation,%we%
talked%to%some%potential%
customers…%to%Bind%that%
our%mental%model%was%
years%out%of%date.”
“Everyone%has%a%plan%
'till%they%get%punched%in%
the%mouth.”
Mike%Tyson
What$if$these$
morons$do$not$see$
the$brilliance$of$
your$strategy?
Value$is$providing$
beneGit$for$the$
customer
learn
when$do$we$create$value$vs.$waste?
validated learning
now$we$know!

31. vision:experiment
If$you$cannot$fail,$you$cannot$learn
How$to$know$what$you$need$to$know$instead$of$relying$on$assumptions
Testing%hypotheses!
The%value%hypothesis Does$the$offering$
deliver$value$to$
the$customer?
The%growth%hypothesis
How$will$new$
customers$
discover$the$new$
offering?

32. vision:experiment
If$you$cannot$fail,$you$cannot$learn
How$to$know$what$you$need$to$know$instead$of$relying$on$assumptions
Testing%hypotheses!
The%value%hypothesis Does$the$offering$
deliver$value$to$
the$customer?
The%growth%hypothesis
How$will$new$
customers$
discover$the$new$
offering?
*
*break$your$vision$down$into$components.
So$now$it’s$time$to$write$your$Grand4Vision

33. If$you$cannot$fail,$you$cannot$learn
So$with$whom?
(Why?)
techies visionaries pragmatists conservatives sceptics
So$with$what?
(Why?)
Minimum$Viable$Product
congierce$or$VIP$treatment
what$do$customers$do?
vision:experiment

34. If$you$cannot$fail,$you$cannot$learn
About$your$idea:
Do%customer%recognize%the%problem%you%are%trying%to%solve?
If%there%was%a%solution,%would%they%buy%it?
Would%they%buy%it%from%you?
Can%you%build%a%solution%for%that%problem?
“Success%is%not%
delivering%a%feature;%
success%is%learning%how%
to%solve%the%customer’s%
problem.”
“Markets%change%all%the%
time%and%our%job%is%to%
change%with%them.”
vision:experiment

35. Startups$need$to$STEER
accelerate-STEER-vision

36. Build$E$Measure$E$Learn$feedback$loop
accelerate-STEER-vision
Learn Build
Measure
data
ideas
product
The%goal%is%to%minimize%
the%total%time%through%
the%loop
Test$the$riskiest$
hypotheses:$leapE
ofEfaith$
assumptions
Build$the$MVP
Innovation$accounting

37. Build$E$Measure$E$Learn$feedback$loop
accelerate-STEER-vision
Learn Build
Measure
data
ideas
product
The%goal%is%to%minimize%
the%total%time%through%
the%loop
Test$the$riskiest$
hypotheses:$leapE
ofEfaith$
assumptions
Build$the$MVP
Innovation$accounting

38. Build$E$Measure$E$Learn$feedback$loop
accelerate-STEER-vision
Learn Build
Measure
data
ideas
product
The%goal%is%to%minimize%
the%total%time%through%
the%loop
Test$the$riskiest$
hypotheses:$leapE
ofEfaith$
assumptions
Build$the$MVP
Innovation$accounting

39. steer:leap
Genchi$gembutsu
Do$you$create$value?
Do$you$understand$your$company’s$growth?
Is$there$a$signiGicant$problem$worth$
solving?
Why$do$you$grow?$Success$theater?
Get%out%of%the%building.
The%customer%archetype

40. steer:test
The$minimum$viable$product
The$fastest$way$to$get$through$the$BuildEMeasureELearn$loop
The$goal$of$the$MVP$is$start$the$process$of$learning
You%want%to%test%fundamental%business%hypotheses!
Get%rid%of%any%implicit%assumptions!
With$whom?
It$is$not$perfect,$
not$Ginished,$not$
polished
Advantage$of$
being$the$Girst
Creating$a$
competitive$
advantage
Be%clear%upfront:%Do%not%give%up%hope!

41. steer:test
The$minimum$viable$product
Video Congierce$/$VIP Wizard$of$Oz

42. steer:test
The$minimum$viable$product
If%we%do%not%know%who%
the%customer%is,%we%do%
not%know%what%quality%is.
The$idea$is$that$you$must$focus$on$creating$outcomes$that$the$
customer$perceives$as$valuable.
Set%aside%your%pride%and%theatrics.
Customers%don’t%care:%“Does%it%serve%my%needs?”
Remember:What%do%need%to%learn?
Legal%issues!%Competitors!%Branding!%
Have%your%“reality%distortion%Bield”%torn%down.
The$only$way$to$
win$is$to$learn$
faster$than$
anyone$else.

43. steer:measure
Oh$yes,$you$need$to$measure$stuff!
Accounting$is$key.$But$not$standard$accounting.
The%unpredictability%of%forecasts%and%milestones%for%startups.%
Are$you$making$
your$product$
better?
How$do$you$get$to$
know$that?
Build$an$MVP$to$establish$
a$baseline$on$real$data
Tune$toward$the$ideal
Decision:$Pivot$or$
perserve
Is%there%any%interest?Can%you%change%customer%
behavior?
Is%there%any%progress?

44. steer:measure
Innovation$Accounting
Are$you$making$your$offering$better?
Cohort%analysis How$do$different$customer$groups$develop$over$time?
Registered,%did%not%log%in
Logged%in
Had%one%conversation
Had%more%conversations
Paid
Vanity met!cs
Actionable metrics
clear$cause$and$effect simple,$access credible
actionable
accessible
auditable

45. steer:pivotorpersevere
The$$64,000$question...
A$structured$course$correction$designed$to$test$a$new$
fundamental$hypothesis$about$the$product,$strategy,$
and$engine$of$growth.
The%alternative%is%to%get%
stuck%in%the%land%of%the%
living%dead
Initial MVP After optimization After optimization
Registration 5% 17% 17%
Activation 17% 90% 90%
Retention too low 5% 8%
Referral too low 4% 6%

46. steer:pivotorpersevere
Which$way$to$pivot?
Before pivot
After zoom-in
pivot
After platform
pivot
Engine of
growth
Sticky Paid Viral
Registration
rate
17% 42% 51%
Activation 90% 83% 92%
Retention 8% 21% 28%
Referral 6% 54% 64%
Revenue n/a 1% 11%
LTV n/a minimal $0.2 / message
There$are$several$ways$to$pivot.$But$you$need$to$keep$measuring!
@2gov
8$months
4$months
3$months
1$months

47. steer:pivotorpersevere
Which$way$to$pivot?
Before pivot
After zoom-in
pivot
After platform
pivot
Engine of
growth
Sticky Paid Viral
Registration
rate
17% 42% 51%
Activation 90% 83% 92%
Retention 8% 21% 28%
Referral 6% 54% 64%
Revenue n/a 1% 11%
LTV n/a minimal $0.2 / message
There$are$several$ways$to$pivot.$But$you$need$to$keep$measuring!
@2gov
8$months
4$months
3$months
1$months

48. steer:pivotorpersevere
When$to$pivot?
Decreasing$effectiveness$of$offering$experiments.
General$feeling$that$NPD$should$be$more$productive.$
You$need$these$to$
pivot!
Diminishing$returns.

49. Poll!#4:!InnovaEe!binnen!je!organisaEe!
a. !Makkelijk,!want!het!wordt!aangemoedigd.!
b. !Geen!onderwerp!dat!op!de!agenda!staat.!!
c. !Onmogelijk!
d.!Geen!van!de!eerdere!drie!antwoorden!
Innova<e)binnen)mijn)organisa<e)is)…)

50. steer:pivotorpersevere
Crossing$the$chasm
techies visionaries pragmatists conservatives sceptics
80%$Ginished$is$okay! The$offering$should$be$100%!
Selling$your$offering$big$time.$Time$to$test$another$hypothesis…
Build%Z%Measure%Z%Learn
Zoom$in
Zoom$out
Customer$segment
Customer$need
Platform
Business$architecture
Value$capture
Engine$of$growth
Channel
Technology

51. Batches
An$old$friend:$the$question$of$efGiciency$vs.$effectiveness.
Small%batches%and%large%batches.
When$do$quality$
issues$become$
apparent?
What$was$it$that$
we$were$doing$by$
the$way?
And$for$whom?
Create%your%own%andon%
chord.
ACCELERATE-steer-vision

52. accelerate:grow
Where$does$growth$come$from?
Remember:$We’re$looking$for$sustainable$growth.
New%customers%come%from%the%actions%of%past%customers.
WoM
Side$effect$of$usage
Funded$advertising
Repeat$purchase
There%are%three%engines%of%growth.
Sticky$ /Customer$retentionEEacquisition$versus$churn
Viral$ $ /$Viral$coefGicient$>$1.0
Paid$ $ /$LTV$vs.$cost$per$acquisition
Startups%typically%use%just%
a%single%engine%of%growth.
Compounding growth
rate as of
Company A Company B
6 months ago 0.1% 9.8%
5 months ago 0.5% 9.6%
4 months ago 2.0% 9.9%
3 months ago 3.2% 9.8%
2 months ago 4.5% 9.7%
1 month ago 5.0% 10.0%

53. accelerate:adapt
When$engines$run$out
Growing$too$fast:$You$cannot$trade$quality$for$time.
Shortcuts%are%expensive...%
Here’s$a$tradeEoff:$invest$in$an$unknown$project$against$an$unknown$beneGit.
S
Why$did$the$student$fail$the$exam?
Overload%of%study%materials
Why$was$there$an$overload?
Too%little%time%to%digest
Why$was$there$too$little$time?
Too%many%subjects%to%study
Why$were$there$too$many$subjects?
Student%missed%exams%in%previous%block
Why$did$the$student$miss$the$exams?
Student%madly%in%love%

54. accelerate:adapt
Proportional$investments
Small$problems$likely$need$small$investments.$Big$problems$require$big$
investments.
The$5YEmodel$helps$in$securing$just$that.
It’s$because$our$department$/$team$/$…$is$GREAT!
It’s$because$their$department$/$team$/$…$SUCKS!
The$5Ys$become$
the$5$blames...
Startups$and$corporates$need$
to$learn$to$juggle$operational$
excellence$and$disruptive$
innovation

55. accelerate:innovate
Leading$innovation
Startup$teams$need:
Resources:$Scarce$but$
secure
Authority:$To$develop$
indepedently
Stake:$Create$shusa
Protect$the$startup$and$the$corporate:
Transparency:$No$black$
boxes
Sandbox:$Safe$and$
quarantined
Accountable:$Build,$$
Measure,$Learn

56. accelerate:innovate
Leading$innovation
There$are$four$types$of$work$to$manage.$
Scale
Routine
OE
Umpire
The$
Entrepreneur
These%types%need%to%be%
managed%differently.

57. And$then$there$is$the$status$quo...

58. The$Lean$Startup
Innovating$Smarter$Successfully

59. Crowdale.com!

60. Crowdale.com!
• Permanente!educaEe!voor!professionals!
• Kortlopende!online!courses!van!5!weken!
• Focus!op:!
– InnovaEe!
– Commercie!
– Persoonlijke!ontwikkeling!
• MBA+!niveau:!beste!hoogleraren!&!experts!
• Open!enrollment!!!
• Incompany:!organizaEonal!&!leadership!development!

61. Course! MBA!EssenEals !
Een!MBA!kan!niet!in!één!dag.!

62. Course! Business!Modellen !

63. Course! EffecEef!Leiderschap !
• !4x!live!webinars!van!1,5uur!in!5!weken!
• !Wekelijks!assigments!&!onderlinge!discussie!
• !LuisterVCD!box!!
• !Boek! Leiders!in!Cultuurverandering !
• !Kosten!bedragen!€595,V!
Jaap!van!Muijen!V!30!mei!
Leiderschap!binnen!!
jouw!organisaEe !
Sander!Tideman!V!6!juni!
Sustainable!Leadership !
Freek!Peters!V!20!juni!
Leiderschap!
anno!2013 !
Jaap!Boonstra!V!27!juni!
De!betekenisvolle!
Leider !

64. • !4x!live!webinars!van!1,5uur!in!5!weken!
• !Wekelijks!assigments!&!onderlinge!discussie!
• !Boek!Key$Account$Management$&$Planning$
• $Boek!Sales$en$accountmanagement$
• !Kosten!bedragen!€595,V!
Woensdag$5$juni$
SelecEe!van!Key!Accounts!
Woensdag$12$juni$
De!interne!organisaEe!
Woensdag$3$juli$
ImplementaEe!
Woensdag$19$juni$
Key!Account!Canvas!
Course! Key!Account!Management !

65. • !4x!live!webinars!van!1,5uur!in!5!weken!
• !Wekelijks!assigments!&!onderlinge!discussie!
• !Boek!The$Lean$Startup!–!Eric!Ries!
• !Boek!I’m$hungry$–!Hendriks!&!De!Zeeuw!
• !Kosten!bedragen!€595,V!
Woensdag$29$mei$
Ontwikkel!je!visie!
Woensdag$5$juni$
RichEng!Pivot!
Woensdag$3$juli$
GoVtoVmarket!
Woensdag$19$juni$
Versnellen!&!Innoveren!
Course! Innoveren!als!Startup !

66. Dank!voor!jouw!deelname!!
Dank!voor!jouw!deelname!!