climate-kic business school summer journey

Innovation &

Entrepreneurship

July 15th 2014, Journey, Utrecht@fnauta

Innovation Ecosystem Construction Worker

Political Assistant Amsterdam Deputy Mayor Civil Servant Cinema Trendwatcher Knowledge Land PM Office Consultant Professor Climate-KIC

Program

9:30 - 10:30 What is innovation?

11.00 - 12.30 Innovation theory & exercise

12.30 - 13.30 Lunch

13.30 - 14.30 Introduction Business Model Canvas

15.30 - 16.30 Playing with Value Proposition

16.30 - 17.00 Startup talk CarbonOro

17.00 - 17.30 Startup talk Pectcof

0 Congratulations, you live in revolutionary times…

1977: $ 444.272 2014: $ 5.000

1 Innovation

What is innovation?

"Innovation is creativity with a job to do"

John Emmerling

What is innovation?

innovate |ˈinəәˌvāt| verb [ no obj. ] make changes in something established, esp. by introducing new methods, ideas, or products: the company's failure to diversify and innovate competitively. • [ with obj. ] introduce (something new, esp. a product): innovating new products, developing existing ones.

What is innovation?

People creating value through the implementation of new ideas

!

Herman D'hooge, Intel

What is innovation?

People creating value through the implementation of new ideas

!

Herman D'hooge, Intel

Where does innovation come from?

Do people resist innovation?

Some people love change

2% innovators

14% early adopters

34% early majority

34% late majority

16% laggards

source: Everett Rogers, 2001

...others not so much

Nerds

Visionairy

Pragmatic Conservative

Sceptic

{

'Valley of Death'

Why I do this work:

Talent &

Knowledge

Business Smart Money

Government Policy

Interaction

Talent &

Knowledge

Business Smart Money

Government Policy

Interaction

1891 1941

1951

1939 1958

The problem with innovation:

!

the best ideas don't win!

Five success factors

1. Comparative advantage

2. Compatibility

3. Complexity

4. Testability

5. Visibility

Five success factors

1. Comparative advantage

2. Compatibility

3. Complexity

4. Testability

5. Visibility

Exercise

Five success factors

1. Comparative advantage

2. Compatibility

3. Complexity

4. Testability

5. Visibility

Exercise

• Groups of 4 to 5 students

• Compare the Tesla S and the Mitsubishi Outlander with Rogers 5 factors

• Group discussion after the break

Dynamics of Innovation

Innovation is a puzzle1873 1882 1899

Tablet Computer

GridPad

Innovation is a puzzle

1989 1996 2001 2010

2007

Further reading

• On the Origin of Species - Darwin

!

• Mastering the Dynamics of Innovation -

Utterback

!

• Adapt - Tim Harford

2 Startups

What is entrepreneurship?

Entrepreneur(ial)

~ORIGIN early 19th cent. from French, from entreprendre ‘undertake’

~one who organizes, manages, and assumes the risks of a business or enterprise

-ial: ~not afraid to undertake a challenge

Entrepreneurship

The process by which individuals – either on their own or inside organizations – pursue opportunities without regard to the resources they currently control

Stevenson, 1989

DISCIPLINED ENTREPRENEURSHIP

Definition of Entrepreneurship – 2 Types

Entrepreneurship+

SME+(Small!Medium!Enterprise)!

Regional!Markets!Restaurants!Dry!Cleaners!Services!

IDE+(Innova=on>Driven!Entrepreneurship)!Global!Markets!Products!for!Export!

Sustainable!Compe==ve!Advantage!at!Core!

•  Δt!is!short!•  Linear!growth!•  Less!investment!required!

•  Δt!is!long!•  Exponen=al!growth!•  A!lot!of!investment!required!

Start-up

What is a startup?

• Temporary organization

• designed to search

• for a repeatable

• and scalable business model

Blank, 2012

What is a startup?

A very risky and extremely powerful innovation tool

for entrepreneurs

Nauta, 2013

Startup is becoming 'teachable' skill

A startup is designed for:

• Total • global • domination • in your chosen • market niche

Ken Morse

It's how all big companies started

Why I do this work 2

Why I do this work 2

$ 48 trillion: $ 48.000.000.000.000

until 2035

Excellent resources

• paulgraham.com/articles.html

• WIRED Y-combinator article

• www.steveblank.com

• techcrunch.com

• FastCompany.com

• WIRED.com

• www.businessmodelgeneration.com

Excellent resources

• blog.cleantech.com

• ecorner.stanford.edu

- Stanford Technology Ventures Program podcast (also video)

• www.ted.com

3 Business Model

Definition

A business model describes the rationale of how an organization:

• creates

• delivers

• and captures value

What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?

Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?

For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?

For whom are we creating value?Who are our most important customers?

What type of relationship does each of our CustomerSegments expect us to establish and maintain with them?Which ones have we established? How are they integrated with the rest of our business model?How costly are they?

What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?

What Key Activities do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue streams?

Who are our Key Partners? Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?

What Key Resources do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue Streams?

Day Month Year

No.

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Value Proposition in 7 steps:

1. FOR [the ideal customer]

2. WHO [has this specific pain or problem]

3. OUR [product name]

4. IS A [product category]

5. THAT PROVIDES [this main benefit and reason to buy]

6. UNLIKE [the primary alternative or competitor]

7. OUR PRODUCT [describe the key product features]

Exercise

• Groups of 4 to 5 students

• Write the Value Proposition of the Model S and the first iPhone

• Group discussion after the break

4 How do you start a

startup?

www.climate-kic.org

Eternal SunNew horizons in solar &

materials testing

Some tips

• Get an internship at a startup

• Toy around with your idea

• Listen to customers to understand their pain

• Read! Read! Read!

• Use your studies to do research

• Join a crazy nut with a wild idea

• Join the Greenhouse & after that the Accelerator

www.climate-kic.org

Eternal SunNew horizons in solar &

materials testing

Reading

• Startup Owners Manual - Steve Blank

• Founders at Work - Livingston

• Disciplined Entrepreneurship - Aulet

Join!

Entrepreneurship Program

Masterclasses

2014Green Entrepreneurship Valencia, 8-9 January

Negotiations London, 26-27 MarchSales Zürich, 7-8 May

Get ready for investors Copenhagen, 26-27 MayMarketing London, June 23-24

Building Global Business Paris, JulyLeadership & Teams September

Startup Finance OctoberManufacturing November

I wish you lots of fun on your Journey...

@fnauta