lean entrepreneurship - jsm 2014 - jade - michel duchateau - creadelta

Lean Entrepreurship

Michel Duchateau#miduchateau

#miduchateau

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IntroductionMichel DuchateauCivil Engineer in Telecom2004 : Altasys (startup)2005 : Consultant at Alten

Belgacom, Electrabel, GDF-SUEZ , Orange Business Services 2010 : FreeMyMove (startup)2012 : CreaDelta

• Training in Innovative Project Management & Entrepreneurship • Coaching SME’s & enterprises• Expert for regional public institutions in Belgium• Expert in Agile SCRUM, Lean Startup, #BMGEN, #CustDev, PRINCE2, ITIL & more.

2013 : Les Jeunes Entreprises (Junior Achievement – Young Enterprise) Regional coordinator « Young Enterprise Project »

Michel Duchateau CreaDelta

Certifications PM

#miduchateau

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Involved in…• Startup Weekend Brussels 2011 : Participant • Startup Weekend Mons 2012 : Organizer • Startup Weekend Brussels 2013 : Organizer • Startup Weekend Liège 2013 : Facilitator• Startup Weekend Leuven 2014 : Facilitator• Startup Weekend EU Organizer Summit 2013 at Teneriffe• Global Facilitator Startup Weekend Europe from 2013

Ambassador & Speaker

Advisor & co-responsible of Alumni network

Brussels Curator

Startup Coach & Jury in Belgium

Speaker about Lean Startup & Agile

Consultant for SME at Wallonnia Region

Expert for SME at Brussels Region

Organisator

Jury - NRJ Start-upJury - European Entreprise Challenges


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Michel Duchateau CreaDelta 4

The context#miduchateau

Change management handled with projects


Initiate

Define

Design

Build

Implement

Close

Typical team:•Project Manager•Architect•Analysts•Designers•Experts (Dev, …)•Testers

Actors:•Steering Committee•Business Project Leader•Service Delivery Manager


Project Management methodologies

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Agile methods

http://www.versionone.com/state_of_agile_development_survey/11/

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Agile SCRUMUsed in “Complex environments”• What is going to happen is unknown• What happened can be used to take prospective

decisions

• Problem known , Solution unknown yet

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Agile SCRUM• Dedicated team of 9 persons max.

• Iterative development : Continous adapation of product based on requirements changes, that are observed by the user during Design & Build

• Roles– Product Owner represents customers and users– Scrum Master guarantees the process ( not a Project Manager )– Team is self-organizing and multidisciplinary

Typical team:•Product Owner•Scrum Master•Team members

« Tech Team »

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Schema of Agile SCRUM

Product

Sprint

Product BackLog

Product Owner

Sprint BackLog

Development Team

4 weeks

Daily Scrum1 day

To optimize : Flexibility Creativity Productivity

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Agile SCRUM

Product BackLog Sprint BackLog

Product Increment

Product Owner

Stakeholders

Vision

PO

SM DT

Sprint Planning Meeting

SM DT

Sprint Retrospective Meeting

PO

SM DT

Sprint Review Meeting

Iterations1 day

SM DT

15 minDaily Scrum

1 day

1 day

Sprint4 weeks

PO

SM DT


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Sprint Timeline

T

Product BackLog

PO

SM DT

Sprint Planning Meeting

PO

SM DT

Daily Scrum

PO

SM DT

Daily Scrum

PO

SM DT

Daily Scrum

PO

SM DT

Sprint Review Meeting

PO

SM DT

Sprint Retrospective

Sprint BackLogIncrément de Product

Incrément de Product

Incrément de Product Product BackLog

4 weeks

1 day 1 day 3 weeks 1 day1 day8

h

15m

in

15m

in

4 h

3h


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Project Timeline

T

Product BackLog

Sprint 1

8 h

15m

in15

min

15m

in

4 h

3 h

day 1 day 2 Dernier day…

Sprint 2 Sprint 3

Release 1


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Scrum Board#miduchateau


Scrum Board


Does it work ?

YES!


Ginger, winner of SWBru 2013

In 54h :- Running Prototype- Validated Business model- First customer


Agile SCRUM – Problem known, Solution unknown yet

What if the problem is unknown ?


Lean Startup is a movement

It is a state of mind to have when you want to create an innovative company, or when you want to put innovation in an existing business.

• Not a method• Not a soft dev

framework

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Build-Measure-Learn

This basic process is to iterate between 3 steps based on prototyping the Product (or service) with an empirical approach.

Build

Measure

Learn

✚✚✚ Code

Data

Ideas

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Lean Startup

Busi

ness

M

odel Product Development

Customer Development

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Lean Startup

Busi

ness

M



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Agile (SCRUM)

Product : Minimum Viable ProductThe version of a new product which allows a team to collect the maximum amount of validated learning about customers

with the least effort.Ex : Customer Interviews, Pitch, Landing Page Test,

Powerpoint, Prototype, Demo

Product Development

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Lean Startup

Busi

ness

M



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Business Model Canvas

It is a strategic management and entrepreneurial tool. It allows you to describe, design, challenge, invent, and pivot your business model.How to use• Multidisciplinary team• With Post-It• Living document

Benefits• Challenge, rethink, change a Business

Model rapidly & easily• Visual, easily communicable

Busi

ness

M

odel


Business Model GenerationA Handbook for Visionaries, Game Changers, and Challengers

The book

http://www.amazon.com/Business-Model-Generation-Visionaries-Challengers/dp/

0470876417

The Video

http://www.businessmodelgeneration.com

Web site

http://www.youtube.com/watch?v=QoAOzMTLP5s

Youtube’s video

by Alex Osterwalder

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Lean Startup

Busi

ness

M



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Innovation curve

Everett Rogers (1962) + Crossing The Chasm

Innovation age

Number

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Customer Discovery

Customer Validation

Customer Creation

ScaleCompany

Pivot

Vision

Product Market fit Business Plan

Early Adopters

RESEARCH EXECUTION

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Customer Discovery

Customer Validation

Customer Creation

ScaleCompany

Agile (SCRUM)

Unknown problem Unknown solution

Product Development with Lean StartupCustomer & Market are unknown

Hypothesys, experiments, insights

data,feebacks,insights

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Lean Canvas ?

• The Business Model Canvas for Lean Startup !• 9 blocs :

1. Customer Segments2. Problem3. Unique Value Proposition4. Solutions5. Channels6. Revenue Streams7. Cost Structure8. Key Metrics9. Unfair Advantages

Michel Duchateau – CreaDeltaCopyright 2013

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Source

• Running Lean: Iterate from Plan A to a Plan That Works (Ash Maurya)

• An efficient & simple to set hypothesis

• Amazon, Fnac, … (20€)• http://runninglean.co/


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Lean Canvas


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Avantages du Lean Canvas

C’est un outil stratégique conçu pour les entrepreneurs.

Il permet de décrire, concevoir, challenger, inventer, et faire pivoter un Busines Model.

Exploitable en 20 minutes


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40Michel Duchateau – CreaDeltaCopyright 2013

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Lean Canvas


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1. Customer Segments• List customer segments• Start by idetifying « innovateurs » &« early adopters »• Early adopters = traction users


Everett Rogers (1962)

Innovation

Number

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Lean Canvas


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2. Problem

• Target real problems without suppositions.• Very hard task for engineers and

entrepreneurs because of their love for SOLUTION creation instead of PROBLEM anayslis.


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Lean Canvas


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3. Unique Value Proposition

• The value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.

• It explains how your product solves customers’ problems or improves their situation (relevancy),

• It tells the ideal customer why they should buy from you and not from the competition (unique differentiation).

• Understandable in 8 secondsMichel Duchateau – CreaDelta

Copyright 2013

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Michel Duchateau – CreaDelta 47

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Michel Duchateau – CreaDelta 50

Lean Canvas#miduchateau

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4. Solution

• Definition of key features for each problem


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Lean Canvas


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5. Channels

• What Channel should I use to reach customer segments to make them know the VP ?

• Ex : Landing page, SEO, blogs, articles …

• The idea is to measure impact at low cost.


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Lean Canvas


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6. Revenue Streams

• Where are revenues coming from ?• Amounts ?• Reccurent revenues or One Shot revenues ?


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Lean Canvas


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7. Costs structure

• What are the operational costs and boostrap’s costs ?

• Set up a « Free Trial » Business Model instead of a « Freemium » Business Model– Indeed, Freemium delays learning insights


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Lean Canvas


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8. Key indicators

• What are the most important indicators to monitor to check health and performance of the activity ?

• Ex : Number of visitors on site, number of orders


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Lean Canvas


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9. Unfair Advantage

• A true unfair advantage is something that cannot be easily copied or bought.

• Ex : an address book of designers / a Facebook page very active / a good integration within the most influencal blogers


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Lean Canvas


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Exercise 1

• Group of 5• 20 min• Identify the key elemnts of Lean Canvas for a

standard bakkery


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Exercise 2

• Same groups• Share results between groups• 10 min• Challenge the Lean Canvas of the closest

group from yours (Q&A)• 10 min


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What about Business Model Canvas ?

•Useful for enterprises and entrepreneurs•Can be used for existing projects and activities•Does not require to start with Customer Problem•Focus on Value Proposition without clear unfair advantage



References

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2010 : « Business Model Generation » A. Osterwalder, Y. Pigneur, A. Smith

2011 : « The Lean Startup », Eric Ries

1988 : « Triumph of the Lean Production System », J. Krafcik

1996 : « Lean Thinking », J. P. Womack, D. T. Jones

1990 : « The Machine That Changed The World », J. P. Womack, D. T. Jones & D. Roos

1911 : « Principles of Scientific Management », Taylor

1936 : « Kaizen », Toyota

2005 : « The Four Steps to the Epiphany » S. Blank

Mar 2012 : "The Startup Owner's Manual", Steve Blank

2003 : « Lean Software Development», M. Poppendieck

Mar 2012 : « Running Lean: Iterate from Plan A to a Plan That Works » A. Maurya

1936-1980 : Toyota Production System

2010 : « The Entrepreneur's Guide to Customer Development », B. Cooper, P. Vlaskovits

Aug 2012 : « Value Proposition Canvas » A. Osterwalder, Y. Pigneur, A. Smith

Sep 2012 : « Test Your Value Proposition:» A. Osterwalder, Y. Pigneur, A. Smith

Customer DevelopmentProduct DevelopmentBusiness Model

#miduchateau


Wanna try Lean Startup / Agile ?#miduchateau


Thank you

Michel [email protected]@miduchateau+32 491 50 70 90

mailto:[email protected]

lean entrepreneurship - jsm 2014 - jade - michel duchateau - creadelta

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