startup & marketing #4 : how to start a startup

How to start a startup

1. Why Startups Fail

Most startups fail (1)

93% of the companies that get accepted by Y Combinator

eventually fail.

Most startups fail (2)

The default state of the world is to stay the way it is, which means the default state of a startup is failure.Chris Dixon

Startups don’t die, they commit suicide

Startups die in many ways, but in the past couple of years I’ve noticed that the most common cause of death is what I call “Startup Suicide”, a phenomenon in which a startup’s founders and its management kill the company while it’s still very much breathing.Justin Kan

Top 5 Reasons Why Startups Fail

1. The market

The real reason most startups fail is that they fail to build something that people actually want to use and pay for.An anonymous guy on the internet

2. The founders

What's wrong with having one founder? To start with, it's a vote of no confidence. It probably means the founder couldn't talk any of his friends into starting the company with him. That's pretty alarming, because his friends are the ones who know him best.Paul Graham

3. Procrastinating

Perfectionism is often an excuse for procrastination.Paul Graham

5. Poor Execution

Execution is the great unaddressed issue in the business world today.  Its absence is the single biggest obstacle to success and the cause of most of the disappointments that are mistakenly attributed to other causes.

Larry Bossidy & Ram Charan

So what ?

Fail Fast, Fail Often

2. How to turn your idea into a business

2.1 The process

Etapes de la création par l’APCE

L'idée

Le projet personnel

L'étude de marché

Les prévisions financières

Financements

Formalités de création

Etapes de la création par l’APCE

L'idée

Le projet personnel

L'étude de marché

Les prévisions financières

Financements

Formalités de création

Absolument pas

adapté aux startups!!!

Business planVS

Business model

Complete Startup Pyramid by Sean Ellis

Growth

Optimize

Economics

Positioning

Product/Market fit

Product/Market fit (1)

The ONLY thing that matters is getting to product/market fit.Marc Andreesen

Product/Market fit (2)

Achieving product/market fit requires at least 40% of users saying they would be “very disappointed” without your product.Sean Ellis

The Lean Startup methodology (1)

Lean Startup is a systematic process for iterating from Plan A to a plan that works before running out of resources.Ash Maurya

The Lean Startup methodology (2)

Customer discoveryEst ce que le problème est réel ?

Customer validationEst ce que mon produit répond au problème ?

Customer creationComment générer de la croissance ?

The Lean Startup methodology (3)

Ideas

ExperienceData

Design

Measure

Learn

2.2 Customer discovery

Your product is NOT

“the product”Ash Maurya

Your business model is

“the product”Ash Maurya

The lean canvas

Problem

Solution

Unique value proposition

Unfairadvantage

Customer segments

Key metrics

Channels

Cost structure Revenue streams

Created by spark59, adapté de The business model canvas

An unexpected journey …

Brainstorming

Priorisation

Test

Apprentissage

Pivot ou Amélioration

Source : http://practicetrumpstheory.com/your-product-is-not-the-product/

Prioriser les business model

1 - L’importance du problème

2 - L’accessibilité du client

3 - Prix & Marge brute

4 - Taille du marché

Source : http://practicetrumpstheory.com/your-product-is-not-the-product/

Source : http://practicetrumpstheory.com/your-product-is-not-the-product/

How to test a business model ?

Get out of the

building

How to interview a client ?

Source : http://practicetrumpstheory.com/customer-development-getting-started/

Exemples questions

How are you solving the problem currently? What are your workarounds? 

Can you describe the problem to me in your own words? 

Ask about the situation wherein they might discover the problem you're attempting to solve.

Talk me through the last time you had this problem

Interview templates

docs.google.com/file/d/0B5_hlcsbNUS4YzdlMTk3OTgtNDM5MC00YmMyLWEyM2QtYWU4YTJhNmU2NTZj/edit

practicetrumpstheory.com/wp-content/uploads/2011/08/problem-interview-script.png

http://www.louisecaldwell.com/2012/06/26/10-ways-to-get-useful-information-in-early-customer-development/

2.3 Customer validation

Unique value proposition (1)

We help X do Y doing ZSteve Blank

Unique value proposition (2)

ZocDoc is a free service that helps patients find and book appointments with local doctors instantly online or via mobile app

Pinterest is a visual discovery tool for finding ideas for projects and interests.

Algolia provides a developer-friendly search API enabling users to perform database search functions in a user-friendly manner.

Heroku is a multi-language cloud application platform that enables developers to deploy, scale, and manage their applications.

Stripe provides a set of unified APIs and tools that instantly enable businesses to accept and manage online payments.

2.3.2 Marché

Market size (1)

Serviceable Obtainable Market (SOM)What is the realistic prediction of acquiring share of your SAM by you,

considering competition, locality, your distribution and sales channels and any other market influences.

Serviceable Available Market (SAM)The portion of your TAM that you can actually address.

Total Addressable Market (TAM)Everyone you wish to reach with your product.

Market size (2)

SOMServiceable Obtainable

Market

SAMServiceable Available Market

TAMTotal Addressable Market

Market size - exemple

Vous souhaitez créer une startup proposant un gestionnaire d’emploi du temps pour les écoles.

Le TAM serait le nombre d’écoles dans le monde.

Le SAM serait le nombre d’écoles en France.

Le SOM serait le nombre d’écoles en France que vous pouvez convaincre dans les trois ans.

Market size - outils

Google Trends-

Google AdWords-

Facebook ads -

Insee

Early-Evangelists by Steve Blank

Have the problem you think they have-

Knows they have the problem-

Tried to solve the problem themselves-

Looked for a solution themselves-

Put budget behind solving the problem

Persona (1)Hello, I’m Henri !

31 years old - art director

1000€ / month for clothing

Like picking girls’ clothing

Alternative culture is my drug

Hey, je suis Gege !

26 ans - photographe

350€ / mois de shopping

Un style ne me suffit pas !

Je tiens un blog post-punk

Persona (2)

Nom &

Photo

Caractéristiques

Objectifs & besoins

2.3.2 Concurrence & Positionnement

Comprendre le marché (1)

CibleSegment choisi pour être le coeur de cible du produit.

SegmentRegroupement de personnes ayant un comportement

homogène dans un marché.

MarchéLa valeur totale des produits ou des services d'une catégorie donnée vendue sur une

période de temps donnée sur une zone géographique donnée.

Comprendre le marché (2)

Marché

Segment 1

Segment 2Segment 3

Segment 4

Segment 5

Cible

Concurrence (1)

Competitors don’t matter.

Concurrence (2)

Learn, Copy & Ignore

Concurrence (3)

Crunchbase-

AngelList-

Product Hunt

Cible & positionnement

Le positionnement permet d'identifier l'entreprise, le produit ou la marque dans l'esprit du consommateur en indiquant clairement sa différence par rapport aux concurrents.lescoursdevente.fr

2.3.1 Produit

Minimum Viable Product (1)

What is the smallest or least complicated problem that the customer will pay us to solve?

Steve Blank

Minimum Viable Product (2)

How minimal should your Minimum Viable Product be?

Probably much more minimum than you think!

Eric Ries

Types de MVP

Smoke test or Low-fidelity MVP

Crash test or real MVP

Low-fidelity MVP - exemples (1)

Landing Page

Tools : LaunchRock - Unbounce - StrikinglyExemples : Buffer - Moustache Cookies

Video

Tools : Youtube - Explee - PowtoonExemples : Dropbox - Zynga

Low-fidelity MVP - exemples (2)

Prototype

Tools : Balsamiq - Moqups - PopInspirations : ProductHunt - Startupli.st

Online communities

Tools : Facebook - reddit - Hacker NewsInspirations : Civvy Street - r/beards/

Real MVP

Source : Spotify & blog.fastmonkeys.com

Real MVP - exemples (1)

Wizard of Oz

Where customers believe they are interacting with the actual product, but behind the scenes human beings are

doing the work.

Concierge

Manually perform tasks related to delivering the value of your product or service

Real MVP - exemples (1)

Piecemeal

Emulate all the missing features with existing services

One Painkiller feature

Restate any hard problem that requires a lot of software into a simple problem that

requires much less.

Iterate or Exit.

What now ?

Bibliographie (1)

Running Lean - Ash Maurya http://runninglean.co

Product/Market Fit - Marc Andreesen http://web.stanford.edu/class/ee204/ProductMarketFit.html

Démarrer avec le Customer Development - Guilhem Bertholet http://www.guilhembertholet.com/blog/2011/10/05/demarrer-avec-le-customer-development-cust-dev

Le Manuel du créateur de start-up - Steve Blank et Bob Dorf http://www.stevenblank.com/startup_index_qty.html

Business Model Generation - Alexander Osterwalder et Yves Pigneur http://www.businessmodelgeneration.com

The Startup Pyramid - Sean Ellis http://www.startup-marketing.com/the-startup-pyramid/

Practice trumps theory - Ash Maurya https://practicetrumpstheory.com/

Bibliographie (2)How to actually do customer development - Rob Fitzpatrick http://fr.slideshare.net/robfitz/how-to-actually-do-customer-development-and-not-waste-your-time

ToDo

Ecrire une value proposition

Estimer la taille du marché & persona des early evangelist

Créer un MVP low fidelity