The document outlines an agenda for a Lean Validation session. It includes an introduction, presentation of a business case, brainstorming sessions using a Lean Validation Board to form customer hypotheses and define minimum viable experiments to test assumptions. The agenda also involves coaching on customer development methodology and selection of questions for validating assumptions through customer interviews and revision of validation materials before participants get out of the building to conduct customer research experiments.

1. LEAN VALIDATION

2. WELCOME

3. LEAN VALIDATION

4. 4
11:00 – Introduction to Validation Session and participants
11:30 – Safebox Business Case
12:20 – First Canvas Session (Individual group
brainstorming)
13: 00 – Group presentation of assumptions and set criteria
for success. This include proposed experiments to test
assumptions.
14:00 – Coaching session on Customer
Development. Selection of questions for validation and
revision of the validation material (website + app)
14:45 – GOOTB: Get out of the building
(Researchers) / Revision of next steps (Safebox)
AGENDA

5. SMALL RECAP

6. 6
LEAN PROCESS
TRY SOMETHING…
DOES IT WORK?
YES? GREAT
NO? OK, WHAT
DID WE
DISCOVER?
OK, LET’S TRY
THIS OTHER
THING NOW…

7. 7
LEAN PROCESS
YOUR IDEA LAUNCH
QUICK AND SMALL
ITERATIONS

8. PRODUCT LAUNCH PROCESS SINCE THE 1950S
CONCEPT DEV TEST LAUNCH
MARKETING
SALES
Create marcom
materials and
start defining
positioning
Hire agency
(PR/Creative)
Create early buzz
• Create demand
• Launch
marketing
efforts
Hire first
sales staff
Build sales
infrastructure
and team

9. STARTUPS ARE NOT
SMALLER VERSIONS OF
BIGGER COMPANIES,
THEREFORE THE
PRODUCT/SERVICE
DEVELOPMENT
APPROACH SHOULD
BE DIFFERENT.

10. STEVE BLANK’S MODEL
SEARCH EXECUTE
PIVOT PIVOT
CUSTOMER
DISCOVERY
CUSTOMER
VALIDATION
CUSTOMER
CREATION
COMPANY
BUILDING

11. WHY THIS APPROACH?
TO MAKE THE BEST USE OF THE LIMITED
TIMEMONEY RESOURCES

12. SCIENTIFIC
APPROACH /
LOW COST
EXPERIMENTS
TO TEST YOUR
HYPOTHESIS

13. HYPOTHESIS =
GUESS
“HYPOTHESIS” IS A FANCY WORD FOR “GUESS”

14. METHODS TO TEST HYPOTHESIS:
INTERVIEW
PRE-SELL
CONCIERGE
PROTOTYPE
IDEA

15. LEAN VALIDATION BOARD

16. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try

17. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
DEFINE CUSTOMER/
PROBLEM FIT

18. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
EXPERIMENT
TRACKER

19. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try

20. LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20 5/10
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
I believe this solution will result
in quantifiable outcome.
The assumption with the least
GET OUT OF THE BUILDI
INTERVIE
8/10 don
have frien
with Vesp
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People w
difficult
commute
NYC
Relying on
products
that use
oil
Understa
safety &
saving of
Vespa
Vespa On
Pager +
Trial
No friend
Vespa
Care about
environment
Students
20-25
years old
families living
in a small
apartment in
the city
pendler
not enough
storage
space
not enough
time to deal
with storage
Chaos in the
basement
They like
stuff to be
picked up
from home
They would
pay up to
20€ a month
for such
service
They would
trust a pick
up storage
service
they have a
storage
space
problem

21. LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20 5/10
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
I believe this solution will result
in quantifiable outcome.
The assumption with the least
GET OUT OF THE BUILDI
INTERVIE
8/10 don
have frien
with Vesp
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People w
difficult
commute
NYC
Relying on
products
that use
oil
Understa
safety &
saving of
Vespa
Vespa On
Pager +
Trial
No friend
Vespa
Care about
environment
Students
20-25
years old
families living
in a small
apartment in
the city
pendler
not enough
storage
space
not enough
time to deal
with storage
Chaos in the
basement
They like
stuff to be
picked up
from home
They would
pay up to
20€ a month
for such
service
They would
trust a pick
up storage
service
they have a
storage
space
problem
8 / 10
have a space
problem

22. TIME GET OUT OF
THE BUILDING…

23. THANK YOU GUYS,
WE’LL BE IN TOUCH.

24. SO, WHAT’S NEXT?

25. EXPERIMENTS
INTERVIEW PRE-SELL
Street
interview to
determine
first
validation
Street
interview
+
Flyer
handout
Facebook and
Google
Adwords
Campaign
TBD
CONCIERGE PROTOTYPE
How to test
the service
manually?
TBD
Implement
turn key
solution/
MVP?
TBD

26. THANK YOU

27. www.brainsandhearts.de

28. MOST LIKELY
MAURO WILL
BECOME A PAYING
CUSTOMER AND
RECOMMEND TO HIS
CLOSE NETWORK.