The document discusses innovation management using the Lean Canvas model. It introduces the Lean Canvas template for documenting a startup business model. The Lean Canvas is used to outline the key elements of a business including the problem being solved, proposed solution, unique value proposition, revenue streams, key metrics, channels, customer segments, and costs. It emphasizes the importance of validating hypotheses through customer feedback and measuring progress through metrics like activation, retention, and revenue. The overall approach focuses on developing minimum viable products to test solutions rather than falling in love with ideas.

1. INNOVATION
MANAGEMENT USING THE
LEAN CANVAS
Amr Noaman
Agile Trainer and Consultant
Agile Academy
Ideas
ProductData
Target to Spin at
your Maximum
Speed!
Build
Measure
Learn

2. SPONSORS & PARTNERS

3. Amr Noaman Abdel-Hamid
Co-initiator of Egypt’s GoAgile program at 2011, to boost lean &
agile software development in Egypt
Agile practitioner, coach, trainer, consultant,
writer and lecturer
ICAgile Authorized Instructor
SCEA, CSP, 6σ black-belt for IT
Author at international magazines (IEEE, Infoq),
and speaker at global conferences (Agile
Conference, PMI Global Congress)
Co-founder of
Agile Academy
Egypt Lean and Agile Network
Agile Egypt
Email: amr@agileacademy.co
Blog: amr.agileegypt.org
Twitter: @AmrNoaman
Member of the Conference Program Team –
Development Practices and Craftsmanship –
Agile 2017

4. "We are being ruined by the best
efforts of people who are doing
the wrong thing"

5. “66% of those who succeed,
drastically change their
original plans”
- Ash Maurya, Running Lean

6. Ideas
ProductData
Target to Spin at
your Maximum
Speed!
Build
Measure
Learn
The Startup
Cycle Ref. Eric Ries, The Lean Startup

7. Our Focus is to
enough times
to discover and do
necessary pivots
before the startup funds are depleted
Spin

8. Minimum Viable Product (MVP)
• Good enough (not perfect)
• Takes less than an iteration to build!
• Built to:
– Test hypotheses
– Optimize product features

9. Innovation Management Using the Lean Canvas
LEAN CANVAS

10. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

11. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

12. “When you start by building a
product for everyone, you end up
building a product for no one”
- Ash Maurya

13. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

14. “A problem well stated is a
problem half-solved.”
- Charles Kettering

15. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

16. Elegance
Performance &
Speed Excellence
Safety

19. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

20. The #1 Obstacle to
Success is: • Don’t Mix: Your solution is
NOT the product
• Defer your final solution
(product). Think MVPFalling in love with
your solution!

21. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

22. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

23. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

24. “A startup can only focus on only one
metric. So you have to decide what that is
and ignore everything else.”
- Noah Kagan
Key Metrics

25. Lean Canvas Project Name:
Date:
Iteration #:
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
PRODUCT MARKET

26. Unfair Advantage
• Something that cannot be easily copied or bought(1)
• How you’ll defend against competition?
– AKA Competitive Advantage or Barriers to Entry
• “First to Market” is NOT an advantage
(1) Json Cohn, Founder WPEngine

27. Lean Canvas Project Name: Uber
Date:
Iteration #:
Cost Structure
Product Development
Marketing
Maintenance & operations running costs
Revenue Streams
Commissions on rides
Problem
Top 3 problems
- Taxis are not safe
- So much wait time
- Very low quality cars
Existing alternatives
- Limousine car services
- Taxis companies
Solution
Top 3 features
- Search for and request
a taxi online
- Pay by credit card
- Evaluate and review
drivers
Key Metrics
Key activities you measure
- Acquisition
- Activation
- Retention
- Referral
- Revenue
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Connecting high
quality car owners
who are looking for
extra income with
people who wants
fast and quality rides
Unfair Advantage
Can’t be easily copied or bought
- Trust in brand
- Safety feeling
attached to the
brand
Channels
Path to customers
- Social media ads
- Outbound marketing
campaigns
Customer Segments
Target customers
• Riders
• Drivers
Early adopters
Riders:
- Middle class workers
Drivers:
- Middle class people looking for
another source of income
PRODUCT MARKET

28. Innovation Management Using the Lean Canvas
TRACKING PROGRESS

29. How would we know
whether or not we are
doing well?

30. Think about it …
• Delivered features
• Points completed
• Team Velocity
• Cycle time
• Throughput
• ….
“There is nothing so
useless as doing efficiently
what should not be done
at all.”
- Peter F. Drucker

31. Validated Learning
• A hypothesis or assumption discovered to be valid or invalid
• The primary measure of progress in Innovation Accounting

32. Learning is learning, even if it is a failure!

33. AARRR Metrics
• Acquisition: users come to the product/site
• Activation: users “use” the product/site
• Retention: users use the site/product multiple times
• Referral: users like product enough to refer others
• Revenue: users conduct some monetization behavior
By Dave McClure

34. Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters

35. Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓ ❌
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓
❌
✓
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓ ✓
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓ ✓
✓
❌❌
✓✓
❌
✓
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓ ✓
Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓ ✓
✓
✓✓
❌
✓
❌
❌
✓
✓
✓ ✓Cost Structure
Customer Acquisition costs
Distribution costs
Hosting
People, etc.
Revenue Streams
Revenue Model
Life Time Value
Revenue
Gross Margin
Problem
Top 3 problems
Existing alternatives
Solution
Top 3 features
Key Metrics
Key activities you measure
Unique Value Proposition
Single, clear, compelling
message that states why you are
different and worth paying
attention
Unfair Advantage
Can’t be easily copied or bought
Channels
Path to customers
Customer Segments
Target customers
Early adopters
✓
✓
✓ ✓
✓
✓✓
✓
✓ ✓

36. Innovation Management Using the Lean Canvas
EVALUATING YOUR IDEA

37. Ref. Ash Mourya, Running Lean

38. Links and References
• 3 Awesome Minimum Viable Products (MVPs):
– https://www.youtube.com/watch?v=xPJoq_QVsY4
• Rapid Prototyping with Pop app
– https://www.youtube.com/watch?v=EGp20lVwUa8

39. Keep In Touch!
amr@agileacademy.co
amr.noaman@gmail.com
www.agileacademy.co
Blog: amr.agileegypt.org
@amrnoaman