startup & marketing #4 : how to start a startup
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Startup & Marketing #4 : how to start a startupTRANSCRIPT
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 - 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