Business Essentials & Pitch TrainingStartup Days 2018

Your business plan on 15 slides.

CORPORATEINNOVATION

CORPORATE ACADEMY

STARTUP ACCELERATION

NUMA is an Innovation Accelerator for Startups & Corporates

MULTI-PARTNERPROGRAMS

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Bangalore

Agenda am 11.09.2018

Time Topic

11:15 - 11:30 Introduction

11:30 - 12:00 Presentation of business essentials in a pitch deck

12:00 - 12:30 Group Work

12:30 - 13:30 Lunch

13:30 - 14:30 Group Work

14:30 - 15:30 Pitches

TELL A STORY ALONGSIDE YOUR BUSINESS PLAN

ELEVATOR PITCH

1. Give context:a. Who are youb. What do you doc. For whomd. How

2. Worry about this later at the very end

PROBLEM

1. What is the problem? 2. Who has it?

CELEBRATE IT. DO YOU LOVE IT?

PERSONA EXAMPLE

Source: boagworld.com

CUSTOMER JOURNEY EXAMPLE

Source: boagworld.com

SOLUTION

1. What is the general concept of your solution?2. Stay rather on meta level, no features yet.

PRODUCT

● Key features of your product → make sure to reference back to your target group and their problems

MARKET

● How big is your market?a. TAMb. SAMc. SOM

BUSINESS MODEL

1. What is your business model?2. Who are the main partners?3. What are the main levers / KPIs?

BUSINESS MODEL CANVAS

9 KEY ELEMENTS for developing new or documenting existing business models. Aligning activities by illustrating potential trade-offs.

Product Market

Business Logik Beispiel: Sales Funnel

Average duration of subscription = average lifetime revenue per new user

Cost per click

Unique Visitor

Click

Sign-up Free Account

Sign-up Premium Account

Conversion step 1 (10%)

Conversion step n (x%)

Average revenue per user per month

Example:

Conversion Tracking for a Subscription- based Business Model

User Acquisition Cost<>Customer Lifetime Value

MAGIC / USPs

1. What is the magic behind your product?2. Why do you think there is a product market fit?3. Do you have IP?

COMPETITION

1. Competitions analysis:a. Positioning / target groupsb. Featuresc. Business modelsd. Funding strength

GO-TO-MARKET STRATEGY

1. What happens in the first 12m?2. How to open doors, markets?

MARKETING & GROWTH

1. How do you plan to grow?2. Which channels?3. Current traction? KPIs?

YOUR VISION

1. What is your blue sky vision?2. Where are you in 5 or 10 years?3. Is there a hockey stick?

TEAM

1. Who are the founders?2. Current leading staff?3. Future leading staff needed?

WHY NOW AND YOU

1. What is your personal / your team’s unfair advantage?

FINANCIALS

1. How much money do you need?2. For what exactly - Details!3. Investment proposal if applicable

CALL-TO-ACTION

1. What do you want2. By when, by who

Exkurs:

Business Model Canvas

BUSINESS MODEL CANVAS

9 KEY ELEMENTS for developing new or documenting existing business models. Aligning activities by illustrating potential trade-offs.

Product Market

BUSINESS MODEL CANVAS

9 KEY ELEMENTS to:

Describe Discuss

Design Challenge

Improve

Innovate

Invent PivotChoose

ZOOM-IN: CUSTOMER SEGMENTS

ZOOM-IN: CUSTOMER SEGMENTS

KEY QUESTIONS:

● For whom are we creating value?

● Who are our most important customers?

Think about these examples:

● Mass Market

● Niche Market

● Segmented

● Diversified

● Multi-sided Platform

ZOOM-IN: VALUE PROPOSITION

KEY QUESTIONS:

● 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?

Think about these characteristics:

● Newness

● Performance

● Customization

● “Getting the Job Done”

● Design

● Brand/Status

● Price

● Cost Reduction

● Risk Reduction

● Accessibility

● Convenience/Usability

ZOOM-IN: CHANNELS

KEY QUESTIONS:

● 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?

Think about these channel phases:

1. Awareness: How do we raise

awareness about our company’s

products and services?

2. Evaluation: How do we help customers

evaluate our organization’s Value

Proposition?

3. Purchase: How do we allow customers

to purchase specific products and

services?

4. Delivery: How do we deliver a Value

Proposition to customers?

5. After sales: How do we provide

post-purchase customer support?

ZOOM-IN: CUSTOMER RELATIONSHIPS

KEY QUESTIONS:

● What type of relationship does each of our Customer Segments

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?

Think about these examples:

● Personal assistance

● Dedicated Personal

Assistance

● Self-Service

● Automated Services

● Communities

● Co-creation

ZOOM-IN: REVENUE STREAMS

KEY QUESTIONS:

● 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?

Think about these types & pricings:● Asset sale ● Usage fee ● Subscription Fees ● Lending/Renting/Leasing ● Licensing ● Brokerage fees ● Advertising

Fixed pricing ● List Price ● Product feature dependent ● Customer segment dependent ● Volume dependent

Dynamic pricing ● Negotiation( bargaining) ● Yield Management ● Real-time-Market

ZOOM-IN: KEY RESOURCES

KEY QUESTIONS:

● What Key Resources do our Value Propositions require?

● Our Distribution Channels?

● Customer Relationships?

● Revenue Streams?

Think about the types of

resources:

● Physical

● Intellectual (brand patents,

copyrights, data)

● Human

● Financial

ZOOM-IN: KEY ACTIVITIES

KEY QUESTIONS:

● What Key Activities do our Value Propositions require?

● Our Distribution Channels?

● Customer Relationships?

● Revenue streams?

Think about these categories:

● Production

● Problem Solving

● Platform/Network

ZOOM-IN: KEY PARTNERS

KEY QUESTIONS:

● Who are our Key Partners?

● Who are our key suppliers?

● Which Key Resources are we acquiring from

partners?

● Which Key Activities do partners perform?

Think about motivations for

partnerships:

● Optimization and economy

● Reduction of risk and

uncertainty

● Acquisition of particular

resources and activities

ZOOM-IN: COST STRUCTURE

KEY QUESTIONS:

● What are the most important costs inherent in our business

model?

● Which Key Resources are most expensive?

● Which Key Activities are most expensive?

Think about these characteristics:

Is your business more: ● Cost Driven (leanest cost

structure, low price value proposition, maximum automation, extensive outsourcing)

● Value Driven ( focused on value creation, premium value proposition)

Examples: ● Fixed Costs (salaries, rents,

utilities) ● Variable costs ● Economies of scale ● Economies of scope

Exkurs:

Customer Journey

PERSONA DEFINITION

Source: medium.com/ignation

‘Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you to understand your users’ needs, experiences, behaviours and goals.’

❖ Fictional name & picture❖ Job title & profession❖ Age, family status, economic status❖ Goals❖ Values & fears❖ Pain points

PERSONA EXAMPLE

Source: boagworld.com

PERSONA EXAMPLE

Source: boagworld.com

CUSTOMER JOURNEY DEFINITION

A customer journey map is a visualised story designed to provide insights into the customer’s holistic experience with your brand, product, service - from discovery to purchase to product use etc.

It is not designed to represent a 100% real experience with all its nuances but rather the essential points.

They also express the customer’s experience over time, rather than as a snapshot.

A persona focuses on the person, while a customer journey map focuses on their experience.

1 | Identify the key stages of

customer interaction

2 | Identify the information you

want to map

Source: boagworld.com

HOW TO:

CUSTOMER JOURNEY EXAMPLE

Source: boagworld.com

CUSTOMER JOURNEY EXAMPLE

Source: boagworld.com

darius.m@numa.cowww.numa.co/berlin

Berlin

THANK YOU FOR JOINING TODAYQ&A

@NUMABerlin NUMA Berlin @numa.berlin @NUMA_Berlin