1. Start-up Success Get it right...right from the start!

2. Feasibility: Is it technically feasible? Is it within expected costs? Is it profitable?

3. Let's be absolutely clear: there's a lot more failure than success!

4. “If your business does not have a story worth telling, better you don’t start it. Before starting your business think about your story. Think whether it can draw people’s attention, can convince people or not. A worth-telling-idea is critical for start-up success”.

5. BHAG

6. So why do we need to understand our customers in the first place? • … because customers’ / consumers’ demands are increasingly unpredictable • … because we continuously need new ideas to meet latent or manifest requirements in an ever-changing market • … because investment costs for new products and ideas continue to increase and we can not afford new products and ideas that are not a success • … because we want to objectivise our initial subjective view on market opportunities • … because we need to reduce risks where necessary in an ever increasing complex and connected international market

7. THERE’S NO MORE B2C OR B2B IT’S H2H: HUMAN TO HUMAN

8. Role of research 1. Identifying underlying consumer psychology 2. Motives, Drivers amp; Need States 3. Meaning Structure Analysis 4. Big Data: Categorisation amp; Patterns 5. De-risk the opportunity

9. “Brain research tells us that only twenty percent of human beings have a sense of irony, which means that eighty percent of the world takes everything at face value.”- Doug Copeland, Author

10. Consumer Insight 1. Describes the behavioural situation 2. Describes which problem the consumer / customer has in that situation 3. Describes WHY this is a problem for the consumer / customer 4. Describes a dream like state in which the problem for the consumer / customer has been solved: “What if …”

11. Validation (1) Always validate the need in the market! 1. Do consumers recognize the underlying problem? 2. Does it resonate enough? Is the consumer willing to act on it? 3. Was it fresh, a new way of describing the issues? 4. Did you nail the core segment on the head? 5. Is the business opportunity sizeable enough?

12. Validation (2) of your MVP or prototype 1. Indirect validation of your proposition through KOLs, stakeholders, etc. Why….? 2. Your solution may still be outside the reference frame of the current consumer… 3. Your reasons to believe are still way too far out… 4. Do try to validate the deliverables of your proposition if it’s not that far out: voice of the consumer 5. Delivery: it’s all about timing …

13. So, how can you capture ‘your story’?

14. In Summary Only 1 in 10 start-ups succeed Why do so many fail? They got the balance wrong between: Market Product Team Business model Funding

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