Learn how to combine serious games, lean startup and innovation methodologies to explore, discover and learn what is needed in the market

1. January 24-25, 2013
Igsummit.weebly.com
Playing to build great projects
from unknown needs
Jorge Zavala
Chief Disruptive Officer
Kinnevo
San Jose, CA
Jorge.zavala@kinnevo.com

2. January 24-25, 2013
Igsummit.weebly.com
Had you ever think about
How do you find the
unmeet needs from
your unknown
customers?

3. January 24-25, 2013
Igsummit.weebly.com
Seeking for problems and pains
• One approach to explore where are hidden
opportunities is to start finding problems in
the environment
• Finding a great unsolved problem is a matter
of scanning our usual place where we
work, plan and spent time.
• Not all problems are feasible or worthwhile to
solve.

4. January 24-25, 2013
Igsummit.weebly.com
Would you like to:
• Focus on finding new business opportunities
• Looking for high content of innovation
• Low level of investment
• Market validation
• Strategy to find products with a long life
• Fast prototype and development time

5. January 24-25, 2013
Igsummit.weebly.com
Two approaches to validate
Interactive based on Innovation Games
Remember
Product Prune Buy a
the
Box The Three Feature
Future
Acquisition
Customer
Roadmap
Value Customer Business
MVP
Proposition Development Model
Lean Startup based new product evaluation

6. January 24-25, 2013
Igsummit.weebly.com
Tools to convert
http://innovationgames.com/

7. January 24-25, 2013
Igsummit.weebly.com
It is time to
change
how do we
learn
about how
do we do
things.
LEAN STARTUP BASED NEW PRODUCT EVALUATION

8. January 24-25, 2013
Igsummit.weebly.com
NEW BUSINESS DISCOVERY SUPPORTED
ON INNOVATION GAMES
http://innovationgames.com/

9. January 24-25, 2013
Igsummit.weebly.com
There are problems around us?
Find as many
problems that you
can identify in your
environment in areas
that you would like to
work using
brainwriting

10. January 24-25, 2013
Igsummit.weebly.com
How our problems are interrelated?
Each problem has an
environment that we
should fit in it.
How much is feasible
that our expertise
and knowledge fit in
it?

11. January 24-25, 2013
Igsummit.weebly.com
How our customer see the field?
Finding how potential
customers see the
problems we like to fix
help us to find the level
of importance and
feasibility of finding a
good opportunity
http://www.businessdesigntools.com/2011/12/empathy-mapping/

12. January 24-25, 2013
Igsummit.weebly.com
Value Proposition
• From the first discovery stage, create a value
proposition to customer that will be used to
validate hypothesis
• There is not need to have a great amount of
data at this time
• The value proposition can iterate several times
till traction is found

13. January 24-25, 2013
Igsummit.weebly.com
Build Value Propositions interactive

14. January 24-25, 2013
Igsummit.weebly.com
Decisions on the horizon
• Finding an good problem to solve is a great
step forward.
• What is the real pain of the people? Each one
see it in a lot of different ways.
• The common elements of a general solution is
a pain to find.
• How do we find the right combination to build
a good product or service?

15. January 24-25, 2013
Igsummit.weebly.com
Prune the Product Tree
• Draw a graphic image of a tree to represent
growth of the product/service.
• Add your current project portfolio / product
roadmap as leaves and apples.
• 5 to 8 invited stakeholders are asked to shape
the “growth” of your offering.
• Captures very rich information about
perceptions of the future, timing of new
concepts, and balance among delivered
offerings
In-person
• Provides rich opportunity for “new” ideas
Goal: Online
Develop ideas for new • Captures data for sophisticated analysis of
products and services. preferences

16. January 24-25, 2013
Igsummit.weebly.com
Buy a Feature
• A list of 12-20 items (features or projects) are
described in terms of benefits and cost
• 5 to 8 invited stakeholders given
limited “budget”, must reach
consensus on projects to “buy”
• Captures very rich information about customer
motivations, trade-offs, objections, actual
collective needs
In-person
• Provides rich opportunity for “new” ideas
Online
Goal: • Captures data for sophisticated analysis of
Prioritize preferences
Product Backlogs / • Preliminary trials indicate faster/more accurate
Project Portfolios results than traditional tools

17. January 24-25, 2013
Igsummit.weebly.com
Vision 20/20
• When you’re getting fitted for glasses, your optometrist
will often ask you to compare between to potential
lenses by alternately showing each of them (“which of
these lens is better… number 1 or number 2?”).
• Start by writing one feature. Shuffle the pile. Take the
first one and put it on the wall. Take the next one and
ask your customers if it is more or less important than
the one on the wall. If it is more important, place it
higher. If it is less important, put it lower. Repeat this
process with all of your feature cards and you’ll develop
20/20 vision on what your market really wants!
Goal:
Understand
Customer Priorities

18. January 24-25, 2013
Igsummit.weebly.com
Minimum Viable Product
• Build a prototype of your value proposition
with the minimum amount of features to test
how the user react to the proposal.
• Identify the core elements of your product
• You may have multiple pitches and
approaches to present the product to
customers

19. January 24-25, 2013
Igsummit.weebly.com
Build the Product Box
• Ask your customers to imagine that they’re
selling your product at a tradeshow, retail
outlet, or public market.
• Give them a few cardboard boxes and ask them
to literally design a product box that they would
buy.
• The box should have the key marketing slogans
that they find interesting.
• When finished, pretend that you’re a skeptical
prospect and ask your customer to use their box
to sell your product back to you

20. January 24-25, 2013
Igsummit.weebly.com
Remember the Future
• Ask them to imagine that
it’s some time in the
future and that they’ve
been using your product.
• Ask your customer to
write down, in as much
detail as possible, exactly
what your product will
have done to make them
happy

21. January 24-25, 2013
Igsummit.weebly.com
How can you use it in the real life?
You as an entrepreneur or manager needs to
explore different alternatives to create new
products or find new opportunities.
Dare to explore the world inviting your
customers and suppliers under your guidance
and mentoring to discover new business
opportunities.

22. January 24-25, 2013
Igsummit.weebly.com
How do you make your own project?
• Invite customers and suppliers to hold a two
day retreatment to play new ideas in a seclude
place
• Share your findings and explore new ways to
solve the problems that are floating around
you. If the problem is good, you need to work
on it to provide a solution and build new
businesses.

23. January 24-25, 2013
Igsummit.weebly.com
Two approaches to validate
Interactive based on Innovation Games
Remember
Product Prune Buy a
the
Box The Three Feature
Future
Acquisition
Customer
Roadmap
Value Customer Business
MVP
Proposition Development Model
Lean Startup based new product evaluation

24. January 24-25, 2013
Igsummit.weebly.com
Success Reward.to http://jobs.rewards.to/

25. January 24-25, 2013
Igsummit.weebly.com
Success Case: BuildBinder
http://web.buildbinder.com/

26. January 24-25, 2013
Igsummit.weebly.com
Success Case: Yaxi
http://yaxi.mx/

27. January 24-25, 2013
Igsummit.weebly.com
Business Model Generation
http://www.alexosterwalder.com/

28. January 24-25, 2013
Igsummit.weebly.com
Business Model Generation

29. January 24-25, 2013
Igsummit.weebly.com
Business Model Canvas iPad

30. January 24-25, 2013
Igsummit.weebly.com
Method Comparison
Lean Startup Based Innovation Games Based
Creativity Medium Very High
Metrics Quantitative Qualitative
Execution From 2 weeks to 2 Months Very short / two day
Background Requirements A lot of understanding of Very little training. Any
tools and technology person involved in the
process can participate
under facilitated process
Group Size 2 to 4 person team for Can be used with large
project groups to get very large
feedback
Real Customer Yes – Online Very little, requires face to
Participation face interaction
Experiment time 1 week to 1 month 2 day
Cost Medium Low

31. January 24-25, 2013
Igsummit.weebly.com
Are you ready to start?

32. January 24-25, 2013
Igsummit.weebly.com
Playing to build great projects
from unknown needs
Jorge Zavala
Chief Disruptive Officer
Kinnevo
San Jose, CA
Jorge.zavala@kinnevo.com