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FOUNDERS
                             Why we do
                             what we do




flickr: pictureperfectpose                 #howtoweb – @andreasklinger
@andreasklinger
#howtoweb
slides: http://slideshare.net/andreasklinger
INVESTORS
 Carmen Busquets
  Dave McClure
  Eden Ventures
  Sherry Coutu
   Tom Hulme
    Seedcamp
   500 Startups

      LOOKK
 Social Discovery &
Shopping of emerging
 Fashion Designers.
NOT HERE TO PITCH




I am “in-between startups”



Time to reflect…



                             #howtoweb – @andreasklinger
STARTUPS
                    ARE
                  AWESOME




flickr: an_untrained_eye      #howtoweb – @andreasklinger
IT’S THE BEST TIME
        EVER TO START
       A WEB STARTUP



   This is an industrial revolution.

         “Software eats the world…”
               ~ Marc Andreessen




foto: wired                            #howtoweb – @andreasklinger
(YOU) FOUNDERS
                         ARE AWESOME.




                           VISIONARY



                          CONVINCING



                           AMBITIOUS


flickr: stuckincustoms                    #howtoweb – @andreasklinger
FOUNDERS ARE
         VISIONARY




flickr: spengben         #howtoweb – @andreasklinger
BuildTheEnterprise.org
wants to build a real spaceship
‘Gen-1 Enterprise’

Project Plan: 20 years, $1 trillion


CRAZY?
VISIONARY?
STUPID?
LOOKK in 2009.
(Back then we were called Garmz)



Bird-eye view of
our processes.

3 Meters long
Flowchart.

“Start your own fashion
label. You design. We do
the rest.”

CRAZY?
VISIONARY?
STUPID?
fanbase     crowd-    proto-        pre-     prod-
                                                      logistics
building   sourcing   typing      ordering   uction




First Launch!
We started right with the big vision.

An unique business model to
revolutionise a whole industry.
fanbase     crowd-    proto-      pre-     prod-
                                                    logistics
building   sourcing   typing    ordering   uction




We didn’t know if these parts will
actually catch ground.
But linked them together.

Pivot nightmare.
fanbase     crowd-    proto-      pre-     prod-
                                                    logistics
building   sourcing   typing    ordering   uction




Our competitor. Just preordering.

Same press. Same VC interest.
Same learnings. Faster iterations.
Founders - why we do what we do - and why this sucks.
BEING VISIONARY
  IS NOT AN EXCUSE FOR
  NOT HAVING TRACTION




                              START SMALL…

                         FOCUS ON ESSENTIALS

                         DELAY SUPPLEMENTALS



flickr: tonivc                     #howtoweb – @andreasklinger
FOUNDERS ARE
                     CONVINCING




flickr: stephenpoff        #howtoweb – @andreasklinger
We don’t know our
                   business/product yet…

                  But we tell our customers
                       they need it…

                    And they believe it…




flickr: good_day           #howtoweb – @andreasklinger
“A startup is an organisation
                           formed to search for a
                          repeatable and scalable
                              business model.”
                                  ~ Steve Blank




foto: startupbootcamp                   #howtoweb – @andreasklinger
“Startups don’t fail
                  because they lack a product;
                             they fail
                  because they lack customers
                and a profitable business model”

                         ~ Steve Blank



                                   (yes i am a s_blank fanboy)




foto: LEAN LA                    #howtoweb – @andreasklinger
Still…

                  Instead of asking
                  we try to convince.




flickr: good_day        #howtoweb – @andreasklinger
“Ask your customers!”
“Ask your customers!”



Meh.
We ask our customers!


But their feedback sucks.

It’s vague & imprecise…
They don’t do what they tell…
And opinions…
So many opinions…
Even if we don’t pitch.
We are asking the wrong way.


We want to build solution Y?
What do you think?
Would you use it?
Would you pay for it?



VS



Tell me about your day.
Tell me about X?
So X is a problem?
How do you solve X now?
How much you pay for that?
We are biasing &
misunderstanding them…




Plus we don’t ask the
uncomfortable questions…



Please watch Rob’s Talk:
http://bit.ly/rf-custdev
This was us following
his methods…


Turns out… We had no idea.



Pink = assumptions
Yellow = new learned facts




           <- Sea of Sorrow

          aka Invalidated
          Assumptions
FOUNDERS ARE
                        AMBITIOUS




flickr: neilarmstrong2         #howtoweb – @andreasklinger
We all want this



flickr: stuckincustoms                      #howtoweb – @andreasklinger
Achieve                  Achieve
                   Problem / Solution Fit    Product / Market Fit




           Discover               Validate            Efficiency      Growth

                                            We all get this.
                                                                         Source: custdev.com



flickr: stuckincustoms                                                    #howtoweb – @andreasklinger
All phases of company building have different key challenges.

              #1 Reason of startup failure:
              Believing you are further along. “Pre-mature scaling”

                                                          Source: startupgenome project

flickr: stuckincustoms                                              #howtoweb – @andreasklinger
We all want to scale! Hollywood style!



                        #1 Question i hear:
                        “How do i get funding for tech & do
                        marketing?”




flickr: neilarmstrong2                         #howtoweb – @andreasklinger
No Press nor VC is
                          going to tell you this…




                   Building an non-working company is
                   as hard as building a working one.
                   (then the non-working one dies)




                   You can will be busy “scaling”
                   without any product worth scaling.




flickr: bombeador                            #howtoweb – @andreasklinger
VCs have no friggin’ idea.



                    Never ask a VC what you should do.

                    They don’t know.

                    Your customers know (look at your



                   Only the good VCs will admit that.
                   Bad VCs will give vagueness + homework.




flickr: bombeador                         #howtoweb – @andreasklinger
Investors are under
                                       more pressure than you.



                               9/10 startups fail.
                               Startup follow a power law distribution .



                      What about VCs? Accelerators? Local investors?
                      They need to proof more than you do.
                      Many are startups too, but play experts.




flickr: nasamarshall                                   #howtoweb – @andreasklinger
No VC will tell you.




                   Getting money is “easy”.
                   Getting traction _hard_



                   Focus on the right things
                   while your learning is cheap.




flickr: jdhancock                #howtoweb – @andreasklinger
“My goal [..] is to keep
the business low overhead,
 until we have something
that I feel is a breakout hit”

        ~Justin Kan, Exec




  foto: wikipedia                #howtoweb – @andreasklinger
Founders! Your biggest     Just avoid the most
strength is that you are   common mistakes in
visionary, convincing      being so.
and ambitious.



flickr: eole                       #howtoweb – @andreasklinger
Thanks!
                                     Feedback &
                                   Questions please.




                            #howtoweb – @andreasklinger



flickr: pictureperfectpose

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Founders - why we do what we do - and why this sucks.

  • 1. FOUNDERS Why we do what we do flickr: pictureperfectpose #howtoweb – @andreasklinger
  • 3. INVESTORS Carmen Busquets Dave McClure Eden Ventures Sherry Coutu Tom Hulme Seedcamp 500 Startups LOOKK Social Discovery & Shopping of emerging Fashion Designers.
  • 4. NOT HERE TO PITCH I am “in-between startups” Time to reflect… #howtoweb – @andreasklinger
  • 5. STARTUPS ARE AWESOME flickr: an_untrained_eye #howtoweb – @andreasklinger
  • 6. IT’S THE BEST TIME EVER TO START A WEB STARTUP This is an industrial revolution. “Software eats the world…” ~ Marc Andreessen foto: wired #howtoweb – @andreasklinger
  • 7. (YOU) FOUNDERS ARE AWESOME. VISIONARY CONVINCING AMBITIOUS flickr: stuckincustoms #howtoweb – @andreasklinger
  • 8. FOUNDERS ARE VISIONARY flickr: spengben #howtoweb – @andreasklinger
  • 9. BuildTheEnterprise.org wants to build a real spaceship ‘Gen-1 Enterprise’ Project Plan: 20 years, $1 trillion CRAZY? VISIONARY? STUPID?
  • 10. LOOKK in 2009. (Back then we were called Garmz) Bird-eye view of our processes. 3 Meters long Flowchart. “Start your own fashion label. You design. We do the rest.” CRAZY? VISIONARY? STUPID?
  • 11. fanbase crowd- proto- pre- prod- logistics building sourcing typing ordering uction First Launch! We started right with the big vision. An unique business model to revolutionise a whole industry.
  • 12. fanbase crowd- proto- pre- prod- logistics building sourcing typing ordering uction We didn’t know if these parts will actually catch ground. But linked them together. Pivot nightmare.
  • 13. fanbase crowd- proto- pre- prod- logistics building sourcing typing ordering uction Our competitor. Just preordering. Same press. Same VC interest. Same learnings. Faster iterations.
  • 15. BEING VISIONARY IS NOT AN EXCUSE FOR NOT HAVING TRACTION START SMALL… FOCUS ON ESSENTIALS DELAY SUPPLEMENTALS flickr: tonivc #howtoweb – @andreasklinger
  • 16. FOUNDERS ARE CONVINCING flickr: stephenpoff #howtoweb – @andreasklinger
  • 17. We don’t know our business/product yet… But we tell our customers they need it… And they believe it… flickr: good_day #howtoweb – @andreasklinger
  • 18. “A startup is an organisation formed to search for a repeatable and scalable business model.” ~ Steve Blank foto: startupbootcamp #howtoweb – @andreasklinger
  • 19. “Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model” ~ Steve Blank (yes i am a s_blank fanboy) foto: LEAN LA #howtoweb – @andreasklinger
  • 20. Still… Instead of asking we try to convince. flickr: good_day #howtoweb – @andreasklinger
  • 23. We ask our customers! But their feedback sucks. It’s vague & imprecise… They don’t do what they tell… And opinions… So many opinions…
  • 24. Even if we don’t pitch. We are asking the wrong way. We want to build solution Y? What do you think? Would you use it? Would you pay for it? VS Tell me about your day. Tell me about X? So X is a problem? How do you solve X now? How much you pay for that?
  • 25. We are biasing & misunderstanding them… Plus we don’t ask the uncomfortable questions… Please watch Rob’s Talk: http://bit.ly/rf-custdev
  • 26. This was us following his methods… Turns out… We had no idea. Pink = assumptions Yellow = new learned facts <- Sea of Sorrow aka Invalidated Assumptions
  • 27. FOUNDERS ARE AMBITIOUS flickr: neilarmstrong2 #howtoweb – @andreasklinger
  • 28. We all want this flickr: stuckincustoms #howtoweb – @andreasklinger
  • 29. Achieve Achieve Problem / Solution Fit Product / Market Fit Discover Validate Efficiency Growth We all get this. Source: custdev.com flickr: stuckincustoms #howtoweb – @andreasklinger
  • 30. All phases of company building have different key challenges. #1 Reason of startup failure: Believing you are further along. “Pre-mature scaling” Source: startupgenome project flickr: stuckincustoms #howtoweb – @andreasklinger
  • 31. We all want to scale! Hollywood style! #1 Question i hear: “How do i get funding for tech & do marketing?” flickr: neilarmstrong2 #howtoweb – @andreasklinger
  • 32. No Press nor VC is going to tell you this… Building an non-working company is as hard as building a working one. (then the non-working one dies) You can will be busy “scaling” without any product worth scaling. flickr: bombeador #howtoweb – @andreasklinger
  • 33. VCs have no friggin’ idea. Never ask a VC what you should do. They don’t know. Your customers know (look at your Only the good VCs will admit that. Bad VCs will give vagueness + homework. flickr: bombeador #howtoweb – @andreasklinger
  • 34. Investors are under more pressure than you. 9/10 startups fail. Startup follow a power law distribution . What about VCs? Accelerators? Local investors? They need to proof more than you do. Many are startups too, but play experts. flickr: nasamarshall #howtoweb – @andreasklinger
  • 35. No VC will tell you. Getting money is “easy”. Getting traction _hard_ Focus on the right things while your learning is cheap. flickr: jdhancock #howtoweb – @andreasklinger
  • 36. “My goal [..] is to keep the business low overhead, until we have something that I feel is a breakout hit” ~Justin Kan, Exec foto: wikipedia #howtoweb – @andreasklinger
  • 37. Founders! Your biggest Just avoid the most strength is that you are common mistakes in visionary, convincing being so. and ambitious. flickr: eole #howtoweb – @andreasklinger
  • 38. Thanks! Feedback & Questions please. #howtoweb – @andreasklinger flickr: pictureperfectpose