Intro to the Futurice Lean Service Creation Training offering. Read more from http://futurice.com/services/lean-service-creation-training

1. LEAN
SERVICE
CREATIONOUR SECRET INGREDIENT
Hanno
Nevanlinna
@HannoNevanlinna

2. LEANSERVICECREATION

3. LEANSERVICECREATION
“The era of separating traditional industries
and technology industries is over—and those
who fail to adapt right now will soon find
themselves obsolete.” – Forbes.com
Now every company is a
software company
http://www.forbes.com/sites/techonomy/2011/11/30/now-every-company-is-a-software-company/

4. YOU CAN’T PLAN THE DIGITAL FUTURE,
YOU NEED TO BUILD IT.

5. AND AS YOU CAN’T KNOW WHAT YOU
NEED TO BUILD YOU NEED TO
>> EXPERIMENT
>> FAIL FAST & MAXIMIZE LEARNING

6. YOU NEED A NEW COMPANY CULTURE.

7. HOW

8. CHANGING LEADERSHIP MODEL’S IS HARD.
USING NEW WORK PROCESS'S IS EASY.

9. SMALL GROUPS OF PEOPLE + CHANGE IN DAILY WORK
METHODS = PERMANENT CHANGE + TRANSPARENCY =
BEGINNING OF COMPANY CULTURE CHANGE

10. THREE WAYS FORWARD:
CRASH COURSE FOR INTRODUCTION (1 DAY 5990€)
CO-CREATION PROJECT (5 DAYS)
LSC TRAINING & CO-CREATION (20 DAYS + )

11. WHAT

12. LEANSERVICECREATION
BUILD
MEASURE
LEARN

13. LEANSERVICECREATION
COMBINATION OF
Design thinkingAgile development
Lean startup

14. LEANSERVICECREATION
€

15. SERVICE VISION SPRINT
TEAM :
Business / Technology
Design / End-Users
BUSINESS
NEED
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE
VISION
MVP
TO
LAUNCH

16. LEANSERVICECREATION
0 Immersion
1 Insights
2 Ideation
3 Business planning
4 Service design
5 Prototyping
6 MVP & analytics
Chosen topics & people
LSC program
1
Culturalchange
Culturalchange
Cultural
change
0
1
2
34
5
6
Cultural change +
new concepts, products,
product launches

17. CONCRETE WORK

18. WHAT ARE WE
SOLVING? WHERE
ARE WE AIMING?

19. IMMERSION - To know where you are and to build on top of others work.
Customers Competitors
Competitors Domestic & Global: Hottest start-ups:
How could current business be disrupted: Hot names:
Inspiring services: Public debate around the topic:
LEAN SERVICE CREATION
BUILD ON
OTHERS
WORK

20. SEGMENTATION - Choose who you aim to serve.
Why/why not?
Main segment?
Segment name:
Why/why not?
Main segment?
Segment name:
Why/why not?
Main segment?
Segment name:
LEAN SERVICE CREATION
Problem assumed
to be worth solving:
Description:
Problem assumed
to be worth solving:
Description:
Problem assumed
to be worth solving:
Description:
WHO ARE OUR
USERS?

21. INTERVIEWING
THE USERS
What does she
Say?
What does she
Need?
I need
coffee!
Energy?
Caffeine?
Is it a habit?
Socialize?
Break?

22. BRAINSTORMING

23. CONCEPT AND VALUE PROPOSITION
Insert concept sheet
here:
Insert concept sheet
here:
Insert concept sheet
here:
Pain relievers
Gain creators
Products &
services
Gains
Pains
Customer
jobs
Value proposition:
Pain relievers
Gain creators
Products &
services
Gains
Pains
Customer
jobs
Value proposition:
Pain relievers
Gain creators
Products &
services
Gains
Pains
Customer
jobs
Value proposition:
LEAN SERVICE CREATION
VALUE
PROPOSITION

24. FIRST
PROTOTYPE TO
TEST THE VALUE
PROPOSITION
FAKE ADVERTISEMENT - The value proposition prototype
FAKEITTILL
YOUMAKEIT.
Picture
Headline
Copy
Caption
The first prototype to measure actions in
solution interviews.
• Is it clear and focused?
• Is it written in consumer language?
• How is it inspirational? Does it generate
emotion? What is it that would motivate people
about this proposition?
• Is it fact based?
• Will it make the target consumer react because
it has touched a nerve and is relevant?
• Does it really stand out? Is it different? What key
elements are different? (Simplicity, price, looks…)
• What are the proof points that back up the
value prop and give substance to the
proposition?
• Does it fit with your brand?
• Does it address the agreed business objective?
• Is it actionable and does it lead to inspiring and
differentiated communication?
ADVERTISEMENT
THE FIRST PROTOTYPE
FAKE
LEAN SERVICE CREATION

25. VERIFYING THE
SOLUTION WITH
USERS

26. €
BUSINESS MODEL & MARKET SIZE - Making sure there is the business
Who pays whom?
How much?
What is the revenue
model?
How are customers paying
today? How much?
Cost structure?
Key elements for EBIT?
LEAN SERVICE CREATION
Total addressable market:
Potential target market:
1st year sales:
Plan for 1st month sales:
How much? How? To whom? Who?
“SHOW ME THE
MONEY”

27. BUILDING
MARKETING INSIDE
THE PRODUCT
CUSTOMER ENGAGEMENT- How do we make people advocate the service
Key activities:
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
Key resources:
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
Key partners:
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
LEAN SERVICE CREATION

28. LOVE THE
PROBLEM
NOT THE SOLUTION

29. DETAILED LANDING PAGE
+ WIRE FRAMES.

30. DETAILED
CONCEPTING
STEPS BEFOREHAND USING THE SERVICE AFTER USE
NOTICE, UNDERSTAND, BE TRIGGERED DECIDE TO USE, FIRST USE, HELP WITH PROBLEMS RELATIONSHIP BUILDING, STIMULATING RE-USE
SUPPORT
EXTERNAL
PROCESS
What
happens in
the
ecosystem?
FRONTOFFICE
ACTIVITY
What
happens
here?
BACKSTAGE
INTERNAL
PROCESS
What do your
employees or
system do
behind the
scenes?
SERVICE BLUEPRINT
LEAN SERVICE CREATION
TOUCH
POINT
What do the
user and
employee
use for this?USER
ACTIVITY
What does
the user do in
this step?

31. EXPERIMENTING - Finding the answers before building it..
OUR MAIN ASSUMPTIONS
DO YOU THINK? DO YOU KNOW? DID YOU CHECK?
HOW TO EXPERIMENT SUCCESS CRITERIA KEY FINDINGS
IFTHECONCEPT/BUSINESSWON’TWORKITFAILSDUETO:
LEAN SERVICE CREATION
KNOWING WHAT
WE DON’T KNOW.

32. WHAT IS THE
MINIMUM YOU
NEED TO BUILD TO
SEE IF PEOPLE
WILL LOVE IT?

33. ANALYTICS TO
MAKE SURE WE
KNOW WHERE TO
DO BETTER AND
TO MAKE OUR
WORK
TRANSPARENT.
WHAT TO MEASURE - MVP is out. What to measure to make it rock.
VALUE PROPOSITION
LEAN SERVICE CREATION
[Insert metrics here][Insert user problem here]
SERVICE METRICS
[Insert metrics here][Insert main service
elements]
BUSINESS
[Insert metrics here][Insert our business
Problem/goals here]
!
€

34. WHAT NEEDS TO
HAPPEN TO GET
THE FIRST
VERSION OUT.

35. SERVICE VISION SPRINT
TEAM :
Business / Technology
Design / End-Users
BUSINESS
NEED
Improve
Improve
Improve
LEAN SERVICE CREATION PROCESS
FIND A PROBLEM WORTH SOLVING FINDING PRODUCT MARKET FIT GROWTH HACKING
Days to Weeks Weeks to Months Months to Years
NEW IDEAS
SERVICE
VISION
MVP
TO
LAUNCH

36. LEANSERVICECREATION
Constantly Visible
& Tangible Goal
Constant
Feedback
Meaningful and
motivating
work.
>>
Small Steps
BUILD
MEASURE
LEARN