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Welcome to the Lab
christopher.kulins
Lecturer for Entrepreneurship and Innovation Management @ LUH
Research Focus: Business Model Innovation, Corporate Venture Capital,
Crowdfunding
Founder
Keynote I: StartupLessons Learned
pierre.munzel
09:00 – 10:00
WarmUp, Ideengenerierung &Ideenbewertung
christopher.kulins
10:00 – 11:00
#Organisation
http://de.slideshare.net/Kulins
Deutscher Vortrag / English Slides
09.00 – 10:00 Keynote: Pierre Munzel
10.00 – 11.00 WarmUP, Ideengenerierung und -bewertung
11.00 – 12.00 Business Model Design
12.00 – 13.30 Mittagspause & Networking
13.30 – 14.30 Keynote: Christian Brützel Dennis Bartels
14.30 – 15.30 Kundeninterviews
15.30 – 16.30 Prototyping
16.30 – 18.00 Expertenfeedback für deine Idee
Programm | 19.11
10.00 – 11.00 Startup Marketing
11.00 – 12.00 Von 0 auf Prototyp: Lean Startup im Praxiseinsatz
12.00 – 13.30 Mittagspause & Networking
13.30 – 14.30 Keynote: Marc Junker
14.30 – 15.30 Investor Pitch
15.30 – 16.30 Crowdfunding Insights by Startnext
16.30 – 17.00 Die Gründerlandschaft Hannover stellt sich vor
Programm | 20.11
Get the cubes out…..
…and introduce yourself
(1) Name
(2) How to remember you?
#What the hell is that?
Source: Blank (2013); https://c1.staticflickr.com/5/4113/5022041923_50390420e9_b.jpg
#What do you get out of this presentation?
I. You‘ll learn the different process steps of the customer-development methodology
II. You‘ll learn how to apply this high level concepts
66% of successful startups report having
drastically changed their plans along the way
Source: Mullins & Komisar (2009)
„Startups that succeed are those that manage to iterate enough times before
running out of resources“
Quelle: Ries (2011)
Step 1: Find an idea to start
#Victory Declarationdate
product/service you want to build
customers/people you want to serve
signature
#Victory Declarationdate
product/service you want to build
customers/people you want to serve
signature
19/11/2016
Delivery service for healthy dishes
Health conscious residents of downtown Hannover
Christopher Kulins
#Victory DeclarationI Promise …
Even if it means never building aAND
Even if it means never helping
I WILL
when I achieve
number things
& will feel
date
product/service you want to build
customers/people you want to serve
DECLARE VICTORY
emotional signature
1 million
secure
€ in the bank
19/11/2016
Delivery service for healthy dishes
Health conscious residents of downtown Hannover
Christopher Kulins
„Every problem is an opportunity for a creative solution“
Quelle: Tina Seelig (2009)
#Idea GenerationProblem
1 2 3What segments are you a member of?
What segments did you used to be a
member of?
What segments are you passionate about helping?
#Idea GenerationProblem
1 2 3What segments are you a member of?
What segments did you used to be a
member of?
What segments are you passionate about helping?- Phd Student
- Backpacker- Runner- Univ. Lecturer- Event
Organizer- Meditator- Co-Worker- Flatmate- Author- Self-Developer- (unsuccessful)
stock trader
- Foodist, Gourmets- Designers- Entrepreneurs- Consultants?!- Passive Income Travelers
- Startup Founder- Student- „Pumper“- Cooperat. Partnerin consulting projects
#Idea GenerationProblem
PhD Student
Access to academic articles
Comparatively low income
Pressure to Publish
Little support from supervisor
Access to data
4
Practice….
#Victory DeclarationI Promise …
Even if it means never building aAND
Even if it means never helping
I WILL
when I achieve
number things
& will feel
date
product/service you want to build
customers/people you want to serve
DECLARE VICTORY
emotional signature
1 million
secure
€ in the bank
31/10/2015
Delivery service for healthy dishes
Health conscious residents of downtown Hannover
Christopher Kulins
#Victory Declaration
number things
1 million € in the bank
I will declare victory when I achieve …
by helping5
solve their problempotential segment hypothesized problem
6
potential segment hypothesized problem7
potential segment hypothesized problem8
or
or
Phd Students
Strategy Consultant solve their problem
solve their problemStudents of Economics How to pass exams
How to do apply researchInto practice
How to access to academic articles
Step 2: Evaluate the Problem
Work on hard problems
Customers are going to judge your product in relation to the
alternatives
#Importance vs. Satisfaction
Low High
User Satisfaction with Current Alternatives
Low
High
Impo
rtan
ce o
f Use
r Nee
ds
Not Worth Going After
Opportunity Competitive Market
You need 1-2 clear differentiators
#Differentiator
Niedrig
Hoch
Sony, Microsoft Nintendo Wii
Eliminierung Reduzierung Steigerung Kreierung
How attractive is the market?
Do your team have the competencies to solve the
problem?
Do you have a scalable business model?
or
CLV > CAC
Pretty hard, huh?
#imporant mission#10x better
#small but growing market#passion
#competencies#sexy business model
#barriers to entry
…but you really don’t want to belong to the 85%
Business ModelDesign
christopher.kulins
11:00 – 12:00
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