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Startup Science 2017 ②

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Startup Science 2017 ②

  1. 1. Startup Science ② "Making a successful startup is an Art. Making a startup that doesn’t fail is a Science.” Created by Masa Tadokoro
  2. 2. Idea Verification Verify your Idea Create Plan A Build Plan A with Lean Canvas Ideation Clarify what issue is to be solved Verify the potential of your idea 1-1 1-2 1-3 1-4 Copyright 2017 Masayuki Tadokoro All rights reserved Know Start-up Meta-principles Know start-up un-common principles Start as a side project
  3. 3. Which one is the most important factor when you start a startup? TimingTeam IdeaBusiness Model Money ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  4. 4. Copyright 2017 Masayuki Tadokoro All rights reserved Timing is the biggest key factor for success http://www.ted.com/talks/bill_gross_the_single_biggest_reason_why_startups_succeed#t-216631
  5. 5. Why Now ? Copyright 2017 Masayuki Tadokoro All rights reserved Copyright 2017 Masayuki Tadokoro All rights reserved
  6. 6. Whether a startup will be a success or not depends on five factors; idea, product, team, execution and timing. -Sam Altman, Y-combinator President Copyright 2017 Masayuki Tadokoro All rights reserved
  7. 7. Why do you want to do that start-up now? Why not two year from now? Why not two years ago? - Michael Moritz , Sequoia Capital Copyright 2017 Masayuki Tadokoro All rights reserved
  8. 8. Your target market keeps evolving; the industry ecosystem keeps getting more efficient. You can achieve more and more with less resources -Naval Ravikant, Angelist Founder Copyright 2017 Masayuki Tadokoro All rights reserved https://www.youtube.com/watch?v=2htl-O1oDcI
  9. 9. Question ❓ Copyright 2017 Masayuki Tadokoro All rights reserved Do you have any Service/Product that was unsuccessful in the market for the reason that it was launched too early or too late?
  10. 10. Copyright 2017 Masayuki Tadokoro All rights reserved Dogeball.com Location-Based Service with a flip phone
  11. 11. Copyright 2017 Masayuki Tadokoro All rights reserved Timing was too Early (Market was not matured enough – There weren’t enough users leveraging thisservice) http://internet.watch.impress.co.jp/cda/news/2005/05/13/7581.html Dogeball.com Location-Based Service with a flip phone
  12. 12. What is the history of the product/market, you are tapping into? Where is the market heading to? What are the recent key trends or technical break-throughs by which a solution to the issue was realized? Copyright 2017 Masayuki Tadokoro All rights reserved
  13. 13. 0 25 50 75 100 125 52% 18% Computer related start-ups % of IPO of 1983-founded % of IPO of 1985-founded Copyright 2017 Masayuki Tadokoro All rights reserved Mere two years difference made a 3X difference in success
  14. 14. Why did Airbnb succeed? Why was it the right timing? ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  15. 15. After the financial crisis in 2008, many people who couldn't pay rent or loans, started posting on Airbnb Copyright 2017 Masayuki Tadokoro All rights reserved
  16. 16. The growth curve of Airbnb Copyright 2017 Masayuki Tadokoro All rights reserved Financial Crisis
  17. 17. Copyright 2017 Masayuki Tadokoro All rights reserved Facebook started functioning as authentication infra structure
  18. 18. Market capital of Uber; 60 billion as of 2016; It’s been only 6 years since they were founded What were the timing factors? ❓ Copyright 2017 Masayuki Tadokoro All rights reserved Uber market capitalization was higher than Nissan’s
  19. 19. Copyright 2017 Masayuki Tadokoro All rights reserved Right Timing! http://heidicohen.com/67-mobile-facts-from-2013-research-charts/
  20. 20. Sharing economy started taking off (Sharing started becoming ‘cool’ among consumers) Copyright 2017 Masayuki Tadokoro All rights reserved
  21. 21. Assuming future road map
  22. 22. You need an ability to read the trends and figure out what will come the next. - Katsuaki Sato CEO, Metaps
  23. 23. Live in the future and build something missed In the present moment. - Paul Buchheit Copyright 2017 Masayuki Tadokoro All rights reserved
  24. 24. - Larry Page Founder of Google ”What we are creating is not a search engine but an Artificial Intelligence” (Interview in 2002) Copyright 2017 Masayuki Tadokoro All rights reserved http://bigdata-madesimple.com/12-famous-quotes-on-artificial-intelligence-by-google-founders/
  25. 25. The automobile Industry is rapidly changing. We need to reform our business model and transform our core competency from ‘Automobile’ to ‘Mobility’.” - Mark Fields CEO of Ford Motor inc. Copyright 2017 Masayuki Tadokoro All rights reserved http://www.forbes.com/sites/dougnewcomb/2015/12/20/ceo-mark-fields-on-fords-shift-from-sheet-metal-to-software-and-mobility/#65694042435a
  26. 26. Can you find signs that will impact how the world will look like in 2025?
  27. 27. Economics What are rule changers? Affects the Value Chain Affects Demand Structure Regulation, Legislation, Politics Economical trend Trend on how people Spend money Demographic Change How Culture/Fashion/ Preference have shifted PEST Analysis Politics Advance of Technological Innovation? How Tech giants like Amazon, Google, Apple are moving along Change the Stage of Competition Technology Society Copyright 2017 Masayuki Tadokoro All rights reserved
  28. 28. Politics: What kinds of demand/need will be generated due to Deregulation/regulation going forward? Copyright 2017 Masayuki Tadokoro All rights reserved
  29. 29. Copyright 2017 Masayuki Tadokoro All rights reserved http://airstair.jp/minpaku-free/
  30. 30. Regulated Industries have more untapped potential market. The company which offers better products or good UX with a ‘customer first’ perspective will win when regulation loosen Copyright 2017 Masayuki Tadokoro All rights reserved
  31. 31. Focus on Technology Trends Copyright 2017 Masayuki Tadokoro All rights reserved
  32. 32. Exercise ❓ Copyright 2017 Masayuki Tadokoro All rights reserved Do you think there is any technology that brings change to people’s needs and life?
  33. 33. Technological Innovation that will happen in 3 to 5 years http://www.gartner.com/newsroom/id/3412017 Copyright 2017 Masayuki Tadokoro All rights reserved
  34. 34. The area where bubble state ends and survival battle among players occurs: players will drop out unless they create superior products satisfying customers http://www.gartner.com/newsroom/id/3412017 Copyright 2017 Masayuki Tadokoro All rights reserved
  35. 35. Surviving players chase mass users to acquire http://www.gartner.com/newsroom/id/3412017 Copyright 2017 Masayuki Tadokoro All rights reserved
  36. 36. VHS DVD Down load Streaming ?? 80s~ 90s 90s~ 2000s 10s~ 2015 2015~ 2020~ known of known known of unknown unknown of unknown ? What will happen in the world in 5 to 10 yrs? Copyright 2017 Masayuki Tadokoro All rights reserved
  37. 37. VHS DVD Down load Streaming 80s ~90s 90s ~2000s 2010~ 2015 2015~ 2020~ known of known known of unknown unknown of unknown VR live Streaming? What will happen in the world in 5 to 10 yrs? Copyright 2017 Masayuki Tadokoro All rights reserved
  38. 38. http://www.kpcb.com/internet-trends Copyright 2017 Masayuki Tadokoro All rights reserved
  39. 39. Is VR. eating the world? Is A.I. eating the world? Is message service eating the world? Are mobile apps eating the world? Is software eating the world? Copyright 2017 Masayuki Tadokoro All rights reserved
  40. 40. Are mobile apps eating the world? Terminated by One- stop http://www.kpcb.com/internet-trends Copyright 2017 Masayuki Tadokoro All rights reserved
  41. 41. Is message service eating the world? Copyright 2017 Masayuki Tadokoro All rights reserved
  42. 42. New Innovation Curb Trial Customers Burst Majority Focus on UX/Tech features capturing Trial customers who are sensible to Tech Copyright 2017 Masayuki Tadokoro All rights reserved Late Majority Laggard
  43. 43. Pay Attention to Tech Giants' Movements Copyright 2017 Masayuki Tadokoro All rights reserved
  44. 44. Pay Attention to Tech Giants' Product Launches https://madeby.google.com/home/ Copyright 2017 Masayuki Tadokoro All rights reserved
  45. 45. Pay Attention to Tech Giants' Product Launches Copyright 2017 Masayuki Tadokoro All rights reserved
  46. 46. Pay Attention to Tech Giants’ Road Map to Future Copyright 2017 Masayuki Tadokoro All rights reserved
  47. 47. https://www.youtube.com/watch?v=vzhHCcR6hic Copyright 2017 Masayuki Tadokoro All rights reserved
  48. 48. Pay Attention to Tech Giants’ M&A Trends Copyright 2017 Masayuki Tadokoro All rights reserved http://news.microsoft.com/ja-jp/2016/06/14/160614-microsoft-linkedin/#sm.0001vqgu7sr5kctnuo810j6uvg2vb
  49. 49. Society: How demographic and preference Change will occur from now on? Copyright 2017 Masayuki Tadokoro All rights reserved
  50. 50. Considering the future demographic transition, in which area demand is less than supply? Copyright 2017 Masayuki Tadokoro All rights reserved
  51. 51. Demand & Supply Gap in Japanese Nursing Staff Market Shortage of nursing staff = Business Opportunity! http://www.mhlw.go.jp/file/05-Shingikai-12201000-Shakaiengokyokushougaihokenfukushibu-Kikakuka/0000047617.pdf Copyright 2017 Masayuki Tadokoro All rights reserved
  52. 52. Shortage of IT Staff = Business Opportunity! http://www.meti.go.jp/press/2016/06/20160610002/20160610002.html Copyright 2017 Masayuki Tadokoro All rights reserved Demand & Supply Gap in Japanese IT related Engineer Market
  53. 53. Transition of expectation for Service/Product/US when Generation Z becomes the major stream from Millenials http://www.kpcb.com/internet-trends Copyright 2017 Masayuki Tadokoro All rights reserved
  54. 54. Channels delivering products are hugely different, generation by generation http://www.kpcb.com/internet-trends Copyright 2017 Masayuki Tadokoro All rights reserved
  55. 55. Aiming at the Innovator’s Dilemma ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  56. 56. 破壊的イノベーション What is a sustainable innovation? ・Sustainable Innovation takes place based on an incumbent business model. ・Improving a product without a drastic change ・Important not to be disliked by existing customers Copyright 2017 Masayuki Tadokoro All rights reserved
  57. 57. Offering services/products made more efficient by actualized business model for existing customers’ acualized needs will be the focus Focus on sustainable innovation. Copyright 2017 Masayuki Tadokoro All rights reserved
  58. 58. A race to improve existing products occurs while using resources. Existing customers will demand products & services which are of higher quality with more functionality and higher service levels at cheaper prices. Copyright 2017 Masayuki Tadokoro All rights reserved
  59. 59. Today, Apple reinvents the telephone. - Steve Jobs 2007. 1. 9 Copyright 2017 Masayuki Tadokoro All rights reserved https://www.youtube.com/watch?v=9hUIxyE2Ns8
  60. 60. Disruptive Innovation ・Disrupting incumbent business models ・Generating a whole new value ・Brought by disruptive technology ・Creating new markets Copyright 2017 Masayuki Tadokoro All rights reserved
  61. 61. Exercise ❓ Copyright 2017 Masayuki Tadokoro All rights reserved What is a good example of disruptive innovation?
  62. 62. Copyright 2017 Masayuki Tadokoro All rights reserved Overconfident: ”We can crush them anytime we want to” Nosedive: ”OMG, our market share is nosediving” Too late: WTF, there is no way to recover Withdraw: Let’s withdraw
  63. 63. Black Berry How Blackberry declined Copyright 2017 Masayuki Tadokoro All rights reserved ①One of Blackberry directors “iPhone is not safe, it has poor battery life and nobody likes touch keyboards” ③ WTF, we cannot catch up ④ How can we withdraw? ② OMG, this is way ahead of us
  64. 64. iPhone3 launches Blackberry is dominant iOS takes more market share Blackberry is dying..
  65. 65. Why can’t large corporates bring disruptive innovation? ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  66. 66. In most business opportunities, large corporations have advantages, since they have more abundant resources. Start-ups cannot win in a competition where an abundance of resources is an important factor. However, large corporations cannot respond well to disruptive innovation because the organization is designed for the existing business model. They will eventually lose market share Copyright 2017 Masayuki Tadokoro All rights reserved
  67. 67. A start-up can beat large corporations since large corporates are "too rational" and "too streamlined" Copyright 2017 Masayuki Tadokoro All rights reserved
  68. 68. In large corporations, departments with different functions are organized not to bother each other.
  69. 69. Copyright 2017 Masayuki Tadokoro All rights reserved In large corporations, there are some cases where the innovation department is not allowed to talk to customers directly. They are often not allowed to allocate a budget without the approval of the finance department.
  70. 70. Can you create precise five- year financial projections to get approval for your project budget? - Executive of large corporate
  71. 71. - Executive of large corporate Executing the project as planned becomes goal Can you create precise five- year financial projections to get approval for your project budget?
  72. 72. Apoorva, the founder of Instacart, proposed the Instacart model to Amazon management. It was turned down since the model was contradictory to what Amazon had been hugely investing in. i.e. warehouses and logistics Copyright 2017 Masayuki Tadokoro All rights reserved
  73. 73. Deliver goods with good logistics Looks like bad idea but is a good idea Hire someone for grocery shopping Good Idea to everyone Looks bad, but is actually a good one (Secret the founder knows) Why Instacart idea was not approved by Amazon
  74. 74. “Disruptive innovation functions” should be the focus when you create a start-up organization Copyright 2017 Masayuki Tadokoro All rights reserved
  75. 75. Start-up founders can build the product while they are directly talking to customers An unfair advantage of start-up Copyright 2017 Masayuki Tadokoro All rights reserved
  76. 76. Joe Gebbia, Airbnb co-founder, was engaging in customer support all day Copyright 2017 Masayuki Tadokoro All rights reserved
  77. 77. Brian Chesky, co-founder of Airbnb, went to customers' places. He talked to homeowners/landlords one-by-one and took room photos to promote Airbnb transactions Copyright 2017 Masayuki Tadokoro All rights reserved
  78. 78. In a startup, you don’t separate your organization with function The biggest unfair advantage for startup
  79. 79. Customer Community Firm Be a part of customer community Customers Founders penetrate into customer community Copyright 2017 Masayuki Tadokoro All rights reserved Developer Person in Charge
  80. 80. You should know a secret other people don’t know. - Peter Theil from “Zero to One” Copyright 2017 Masayuki Tadokoro All rights reserved
  81. 81. Customer insight unknown by others Copyright 2017 Masayuki Tadokoro All rights reserved Facts unknown by others
  82. 82. Know The “Formulae” of Business Models Copyright 2017 Masayuki Tadokoro All rights reserved
  83. 83. New Combination 9 Startup Ideation Framework Dis- Intermediation Unbundle of Bundled Defragment of fragmented Under utilized Resources New perspective ArbitrageTime machine As-a-Service
  84. 84. Dis-intermediation Before Uber, taxi drivers were unable to drive their own cars and they were required to pay a fee to licensing taxi association to become certified taxi drivers. Uber diminished the intermediating process that taxi drivers had to go though, i.e. paying the fee and getting registered license. Anyone can become an Uber driver with their own car with a fraction of the fee and time Copyright 2017 Masayuki Tadokoro All rights reserved
  85. 85. Taxi Driver Intermediating Processes Unhappy Users (Taxis you can not catch, unfriendly drivers) The Incumbent Taxi Business Copyright 2017 Masayuki Tadokoro All rights reserved
  86. 86. Uber X Driver Better UX Happy Users! Copyright 2017 Masayuki Tadokoro All rights reserved Providing a platform which diminishes unnecessary processes
  87. 87. Unbundling of Bundled To unbundle incumbent services or products which are ineffective as too many functions were bundled. For example, newspapers were unbundled into curation, media, classified ads and ad-sense solutions. Copyright 2017 Masayuki Tadokoro All rights reserved
  88. 88. Article Ads Classified Ads Boring content Paid content Newspaper stand Messanger Boy The Incumbent Newspaper Business Function and logistics are bundled Unhappy Users Copyright 2017 Masayuki Tadokoro All rights reserved
  89. 89. Easy-to find classified ads Search driven Ads Content targeted for each user Optimizing for users by unbundling incumbent newspaper functions. Happy Users! Copyright 2017 Masayuki Tadokoro All rights reserved
  90. 90. FinTech = Unbundling
  91. 91. Fintech startups are unbundling bundled services provided by incumbent institutions, i.e. commercial banks https://www.cbinsights.com/blog/disrupting-banking-fintech-startups/
  92. 92. Fintech startups are unbundling bundled services provided by incumbent institutions, i.e. commercial banks
  93. 93. Defragment of Fragmented Providing value by aggregating information and functions which are fragmented in many places Copyright 2017 Masayuki Tadokoro All rights reserved
  94. 94. Unhappy User Incumbent purchasing process Copyright 2017 Masayuki Tadokoro All rights reserved It is time-consuming to find the lowest price
  95. 95. Happy User ! Copyright 2017 Masayuki Tadokoro All rights reserved With kakaku.com, information was aggregated in one place; it is very easy to find the cheapest price!
  96. 96. Utilizing Under-utilized Resources Generating cash flow by utilizing dormant assets & resources. Airbnb converted unused guest rooms to cash machines for homeowners Copyright 2017 Masayuki Tadokoro All rights reserved
  97. 97. No cash flow from unused rooms. Unhappy User Before AirBnB Copyright 2017 Masayuki Tadokoro All rights reserved
  98. 98. Happy User! Cash flow by renting out unused rooms After AirBnB Copyright 2017 Masayuki Tadokoro All rights reserved
  99. 99. Uber X Drivers Better UX Happy Users! Copyright 2017 Masayuki Tadokoro All rights reserved Providing a platform which diminishes unnecessary processes. Uber drivers can sell part of their time.
  100. 100. New Perspective
  101. 101. Free Yourself from Existing Perspectives You limit your idea when you start thinking in existing framework or start benchmarking with competitors - you need to think out of the box!
  102. 102. High Low 機能充実 スタンプ 編集容易性 手軽さ 実名登録
  103. 103. ・Thrilling experience when you open a message. ・You can set message expiration period.
  104. 104. High Low 機能充実 スタンプ 編集容易性 手軽さ 実名登録 消去管理 消去管理 Copyright 2017 Masayuki Tadokoro All rights reserved Conventional Perspective Snapchat has brought in a different perspective
  105. 105. https://techcrunch.com/video/snapchat-raises-1-8-billion-dollars-crunch-report/519622777/
  106. 106. Arbitrage (Bridging supply and demand of resources)
  107. 107. There is more demand for English learning in Japan than supply. In the Philippines there are English teaching resources English students - they can not study anytime, anywhere - Lesson fee is too expensive English teachers - they don’t have many opportunities - they can’t earn money since domestic market is saturated X
  108. 108. Bridging gap between two countries =Arbitrage English teachers ・They have opportunities to teach ・Since there are much more demand - so you can set price if you are evaluated highly English student ・They can learn anytime, anywhere -as much as they want ・Lesson fee is inexpensive
  109. 109. Arbitrage (Bridging supply and demand of resources)
  110. 110. There is more demand for English learning in Japan than supply. In the Philippines there are English teaching resources English students - they can not study anytime, anywhere - Lesson fee is too expensive English teachers - they don’t have much opportunities - they can’t earn money since domestic market is saturated X
  111. 111. Bridging gap between two countries =Arbitrage English teachers ・They have opportunities to teach ・Since there are much more demand - so you can set price if you are evaluated highly English student ・They can learn anytime, anywhere -as much as they want ・Lesson fee is inexpensive
  112. 112. New Combination Providing valuable services by combining resources which were used in difference spaces
  113. 113. Air Closet
  114. 114. Buying magazine and collect info,, Shopping around by spending tons of money “Ugh, I hate this one” “My closet is full of Outdated fashion. I spent too much money” Spent too much on clothes,, My closet is full of junk,,
  115. 115. Your stylist will pick up clothe Box will arrive You can try clothes on If you don’t like it, pack it and return. You pay 6,800 yen per month Convenient! Reasonable! Stylish!
  116. 116. Stylist Free Shipping Free Cleaning Free Closet Air Closet was realized by combining 4 difference services
  117. 117. Quality of issue Quality of solution High HighLow Low 高い 専門性 業界の 知識 High quality idea Low quality idea Crazy Stylist X Free-shipping X Free-cleaning Operational Experience in EC Supplier network Copyright 2017 Masayuki Tadokoro All rights reserved
  118. 118. Time Machine Bringing business model/product in one market to different market
  119. 119. Founded in 2011 ・On-demand service for ride-share (2 wheel cars) ・Providing services in Jakarta, Indonesia - the city with the world’s worst traffic Founded in 2009 ・On-demand service for ride-share (4 wheel cars) ・Started in cosmopolitan areas of US and spread to 60+ countries
  120. 120. Register credit card Enter pick-up location Matched drivers will pick up Make a payment and evaluate drives
  121. 121. Enter pickup location and destination Top-up your money as pre- paid Matched driver will come and pick up Make a payment
  122. 122. Time machine model (Importing business model from US)
  123. 123. Provide services that are not recognized as a service until now. Make it “As a Service" Copyright 2017 Masayuki Tadokoro All rights reserved
  124. 124. Product Selling Model Costumers benefit of owning the solution Costumers utilize the solution as a service Sell Partially use according to needs Provide the solution as a service Conserve Benefit of owning Benefits by owning own and conserve After making it as- a-service
  125. 125. Whim(Finland) Mobility as a service http://maas.global/whim-the-worlds-first-all-inclusive-mobility-service-promises-to-change-urban-travel-forever/ Copyright 2017 Masayuki Tadokoro All rights reserved
  126. 126. Unified various transportation providers and supplied it as a service Copyright 2017 Masayuki Tadokoro All rights reserved
  127. 127. Clarifai(USA) Deep-learning as a service https://www.clarifai.com Copyright 2017 Masayuki Tadokoro All rights reserved
  128. 128. Provide Deep-learning engine as SaaS Copyright 2017 Masayuki Tadokoro All rights reserved
  129. 129. Hachidori(Japan) Chatbot as a service https://hachidori.io Copyright 2017 Masayuki Tadokoro All rights reserved
  130. 130. Rate structure corresponding to Bot #, message #, support plans Copyright 2017 Masayuki Tadokoro All rights reserved
  131. 131. New Combination 9 startup ideation framework Dis- Intermediation Unbundle of Bundled Defragment of fragmented Under utilized Resources New perspective ArbitrageTime machine As-a-Service
  132. 132. The framework is only a base
  133. 133. Brush up your originality by finding unknown secrets
  134. 134. There are many unknown secrets out there. Entrepreneurs discover them and to create businesses based on them. - Peter Theil Copyright 2017 Masayuki Tadokoro All rights reserved from “Zero to One”
  135. 135. Calculate Total Addressable Market TAM is short for “Total addressable market”. It indicates the maximum market size the business can address when all needs are met X= Copyright 2017 Masayuki Tadokoro All rights reserved 100 million USD per year for TAM is standard criteria by which VCs look at startups and decide whether they will invest or not.
  136. 136. Aiming towards large market Other companies also realize the market size The market is getting crowded Startups are at a disadvantage due to the lack of resources Startup will eventually loose Startup should not aim towards the market which is already large and proven Large corporates have advantages over startups It is a competition of resources, operation and price of product
  137. 137. Current market size Low High not existed Market growth potential Low High High, but nobody knows Matured space Large corporates hugely invested Many start-ups get in the space Some startups start to get in the space No one has tapped into yet Copyright 2017 Masayuki Tadokoro All rights reserved Your target !
  138. 138. In your startup, you don’t want to put yourself in a full-scale war.
  139. 139. local war is key
  140. 140. Amazon prepared overwhelming selection for one specific product - books
  141. 141. Facebook focused on local war - they took on one school after the other.
  142. 142. We optimized our product as we increased the number of school accounts. We added features and then went to the next school after confirming the feature worked well. - Mark Zukerburg CEO, Facebok https://www.youtube.com/watch?v=MGsalg2f9js
  143. 143. Idea Verification Verify your Idea Create Plan A Build Plan A with Lean Canvas Ideation Clarify what issue is to be solved Verify the potential of your idea 1-1 1-2 1-3 1-4 Copyright 2017 Masayuki Tadokoro All rights reserved Know Start-up Meta-principles Know start-up un-common principles Start as a side project
  144. 144. You don’t need a detailed business plan Copyright 2017 Masayuki Tadokoro All rights reserved
  145. 145. AirBnBも最初は悪いアイディアに見えた Write a Lean Canvas Lean canvas is a start-up frame work invented by Ash Maurya, author of Running lean. You can easily visualize start-up business models パスとは、 Copyright 2017 Masayuki Tadokoro All rights reserved
  146. 146. Would a Business Model Canvas be beneficial ? ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  147. 147. Business Model Canvas ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  148. 148. A business model canvas is for, a regular corporation or intrapreneurs. Note that you should not focus too much on key partnerships, the key resource for a start-up is time, customer relationships are all about talking to customers and key activities are about building the product and talking to customers X X X Don’t Use Business Model Canvas X Copyright 2017 Masayuki Tadokoro All rights reserved Not Important Not Important Not important Not Important
  149. 149. There are three advantages in lean canvas Agility: you can write it quickly Simplicity: you can write important aspects of the business in a simple manner Mobility: you can update/share fairly easily Ash Maurya Author of “Running Lean” Copyright 2017 Masayuki Tadokoro All rights reserved
  150. 150. 1 2 3 4 5 67 8 9 This is the order you want to write lean canvas. Copyright 2017 Masayuki Tadokoro All rights reserved
  151. 151. 1. Issue: For target customer segment, what are the top 3 issues to be solved 2. Customer segment: Specify users. Clarify what kind of early adaptors that might be 3. Unique value proposition: What kind of value do you provide to the customers? *These three elements are most important elements in the initial phase 1 23 Copyright 2017 Masayuki Tadokoro All rights reserved How to Write a Lean Canvas
  152. 152. Copyright 2017 Masayuki Tadokoro All rights reserved Early adopters will determine your business model for Plan A
  153. 153. The uncertainty is whether the imagined customers’ issues are real Copyright 2017 Masayuki Tadokoro All rights reserved
  154. 154. To become an expert on customer issues and to make something customers want. Copyright 2017 Masayuki Tadokoro All rights reserved
  155. 155. 4. Solution: At the beginning, you haven’t verified whether the issue really exists or not; try to think of a simple and valid solution 5. Channel: There are not so many options when it comes to channel selection; you will have to collect users to talk to 6. Revenue model: You don't have to worry about it too much, but do not provide the product for free, put a price tag on it. *It will be changed after the product will be released; write it in a simple manner 4 5 6 How to Write a Lean Canvas Copyright 2017 Masayuki Tadokoro All rights reserved
  156. 156. 7. Cost structure: List up the costs. How much are the total costs until the point the product is launched? 8 Key metrics: Write the key metrics of your business success. Try to use AARRR pirate metrics. 9. Unfair advantage: This is difficult to fill-in. It can be filled in last. Write secret, insider information, expert network, dream team, network effect, community and current customer. *It will be changed after the product will be released; write it in a simple manner 8 9 7 Copyright 2017 Masayuki Tadokoro All rights reserved How to Write a Lean Canvas
  157. 157. The most precious resource for a start-up is time. Start-up teams who learn the most before burning all their resources will eventually win. - Ash Maurya Copyright 2017 Masayuki Tadokoro All rights reserved
  158. 158. ❓ Exercise: Write a lean canvas for the dating app Tinder Copyright 2017 Masayuki Tadokoro All rights reserved
  159. 159. You can start swiping people shown on your screen. if you like the person, swipe right, if not, swipe left You download and sign-up with your Facebook account Set up your details to find the person you want to match with. Copyright 2017 Masayuki Tadokoro All rights reserved
  160. 160. You can start a chat with the person If it is like-like between you and your counterpart, you’ll get a notification “It’s a match” You can probably meet him/her in person? Copyright 2017 Masayuki Tadokoro All rights reserved
  161. 161. If you pay a monthly premium for 1200 JPY or 10 USD you can unlock the restrictions Premium service: You can swipe unlimited times You can change your base location Ads won’t be displayed Copyright 2017 Masayuki Tadokoro All rights reserved
  162. 162. Let’s create a lean canvas of Tinder by splitting into 2 teams ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  163. 163. Lean Canvas of “Tinder” Males/Female s looking for casual but non-fake matching In matching site, there are too many fake accounts Authentication with Facebook Media Blog Providing opportunity for casual but authentic like- like matching Number of sign-ups for premium services A totally unique business model A premium service System development (Facebook connection large volume process) There are no casual like-like matching service The retention rate of premium service Advertisement A matching algorithm with location/interest User acquisition
  164. 164. Lean Canvas of “Tinder” Males/Female s looking for casual but non-fake matching In matching site, there are too many fake accounts Authentication with Facebook Media Blog Providing opportunity for casual but authentic like- like matching Number of sign-ups for premium services Totally unique business model Premium service System development (Facebook connection large volume process) There are no casual like-like matching service Retention rate of premium service Advertisement Matching algorithm with location/interest User acquisition Why do you use lean canvas?
  165. 165. -Steve Blank From Start-up owner’s manual If you ask 10 people to define their business model, there always will be 10 answers. Copyright 2017 Masayuki Tadokoro All rights reserved
  166. 166. Lean Canvas of “Tinder” Males/Female s looking for casual but non-fake matching In matching site, there are too many fake accounts Authentication with Facebook Media Blog Providing opportunity for casual but authentic like- like matching Number of sign-ups for premium services Totally unique business model Premium service System development (Facebook connection large volume process) There are no casual like-like matching service Retention rate of premium service Advertisement Matching algorithm with location/interest User acquisition By using lean canvas, you can communicate more efficiently to your team with the same underlying assumptions in mind
  167. 167. The first written plan (Plan A on Lean Canvas) have to be continually revised
  168. 168. Document sharing Common understanding?
  169. 169. Document sharing Common understanding
  170. 170. Common understanding + Convincing Visualizing process/thoughts/ hypothesis
  171. 171. What is a Lean Startup? Copyright 2017 Masayuki Tadokoro All rights reserved With a lean startup, you build the product for a new idea or concept quickly (build MVP) and then iterate on a build-measure-learn cycle based on the customer's feedback of your product. Your hypothesis is validated during the iteration cycles. By using the lean start-up method, start-up founders will be able to find a product-market- fit before burning up all of the resources. Build Ideas Product Mea sure Data Learn
  172. 172. Timed learning comes too late with a waterfall method. You can learn more by releasing product early Copyright 2017 Masayuki Tadokoro All rights reserved
  173. 173. Copyright 2017 Masayuki Tadokoro All rights reserved You have to find a functioning business model by pivoting before you burn all your resources
  174. 174. VP of Saleはいらない Copyright 2017 Masayuki Tadokoro All rights reserved http://www.slideshare.net/ashmaurya
  175. 175. Pivot is to change strategy without changing vision. - Eric Ries Lean Startup Copyright 2017 Masayuki Tadokoro All rights reserved
  176. 176. Copyright 2017 Masayuki Tadokoro All rights reserved Burning through all the resources before finding the right business model. Achieve PMF by finding the right business model through pivots before time-out.
  177. 177. With a lean canvas, your team can decide when and where to pivot. You can make a decision with everyone by having the same picture of the business model. Team Lean canvas of your startup Copyright 2017 Masayuki Tadokoro All rights reserved
  178. 178. Start-up is a game you win with your team ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  179. 179. If you don't share the same business model and the team members are not fully convinced by the pivot, it may sometimes lead to a falling out Copyright 2017 Masayuki Tadokoro All rights reserved
  180. 180. Key: How much did you learn while you are running product-iteration cycles? Copyright 2017 Masayuki Tadokoro All rights reserved
  181. 181. Unpivotable Pivotable Copyright 2017 Masayuki Tadokoro All rights reserved
  182. 182. “We do nothing but makes cooking fun” - Cookpad’s Vision Copyright 2017 Masayuki Tadokoro All rights reserved
  183. 183. Make something people want. Paul Graham Y Combinator, Founder Copyright 2017 Masayuki Tadokoro All rights reserved
  184. 184. Copyright 2017 Masayuki Tadokoro All rights reserved Easy way to death Hard way to PMF
  185. 185. Easy way to death Build a product you want to build and then release it. Measure vanity metrics to justify your bias and being reassured that you are doing the right things. Burning out all resources before achieving PMF. Copyright 2017 Masayuki Tadokoro All rights reserved Hypothesize the customer issue and validate it the hard way. Verify by directly talking to paid customers. Listen to customer feedback, especially harsh feedback, and keep pivoting your business model. Achieve PMF before burning out all the resources Hard way to PMF
  186. 186. Idea Verification Verify your Idea Create Plan A Build Plan A with Lean Canvas Ideation Clarify what issue is to be solved Verify the potential of your idea 1-1 1-2 1-3 1-4 Copyright 2017 Masayuki Tadokoro All rights reserved Know Start-up Meta-principles Know start-up un-common principles Start as a side project
  187. 187. The best way to come up with a good start-up idea is not thinking about start-up ideas. Paul Graham Y Combinator, Founder Copyright 2017 Masayuki Tadokoro All rights reserved http://paulgraham.com/startupideas.html
  188. 188. Good start-up ideas often come from a side projects. * 71% of start-up ideas are generated when the founders were working at their previous company ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  189. 189. Your current job a side project Responsibility Play assigned role Focus on urgency Constrained with current value chain Present Based on current solution Based on current practice Fear of failure Overhead/Fix cost Based on curiosity Based on play Focus on importance Think out of the box No constraint from current operation Future Based on new solution Think backward from “should-be” Be bold for challenge Flexible cost Copyright 2017 Masayuki Tadokoro All rights reserved
  190. 190. Viewpoint from finance Viewpoint from customers Viewpoint from operations Viewpoint from HR Ideation Customer/ Problem fit Problem/ solution fit Product/ market fit Growth Ideation/ Brush up the hypothesis Side project to examine its profitability Verbalize quality issue ・Investigate issues (Interview) ・Examine User Story Founder Problem Fit ・Unit economics (LTV>CPA) ・Burn rate Create the prototype (MVP) Build a Co- founders team カスタマーの課題を 解決する ソリューションの 仮説を作れたか ・AARRR (Focus on Retention Activation) ・Churn-rate ・AARRR ( Add Virality, Acquisition as well) ・Run the community ・Define royal customers with NPS(CS) measurement ・MoM growth (MRR) ・Break-even- point ・Runway ・Customer Development ・Build MVP with Build-measure- Learn ・Pivot ・Standarize operation ・Set up the system where developing royal customers ・UX improvement ・Growth hack ・Operation specializing ・Hiring/Retention ・Data-driven/Agile team ・Training ・Learning driven team ・Management team forming ・Burn rate ・Stock divide Build hypothesis of customer issue Pre-seed round Seed round Series A Examine if the solution hypothesis solves the customer issue Start as a a side project Copyright 2017 Masayuki Tadokoro All rights reserved
  191. 191. 専門性特化型 エンジニア 技術志向エンジニア P/S Fit Fixing Co- founder members Experiment/Bu ild MVP Pivot Build products Analytics Management Create Ideation/ Plan A C/P Fit Filtering Co-founder members Ideation P/M Fit Team up (10〜 members) Growth Co-founder members +α 3-10 members s Start-up team in each stage Start as a a side project UX Design Vision Selling Pre-seed round Seed round Series ACopyright 2017 Masayuki Tadokoro All rights reserved Growth
  192. 192. Figure out complementary and congeniality of each other with brainstorming/creating Plan A Copyright 2017 Masayuki Tadokoro All rights reserved Ex-coworker Founder candidate Ex-coworker Founder candidate Ex-coworker Founder candidate
  193. 193. - Fixed cost for administrative operation - You might not split share right - The sustaining company will become one of the purposes Starting a private project is good idea for startup Disadvantages of incorporation
  194. 194. Facebookもa side projectから生まれた We did not plan to incorporate Facebook project. We were just focusing on what our users wanted and built a product to fulfill them. - Mark Zuckerburg Facebook founder Copyright 2017 Masayuki Tadokoro All rights reserved
  195. 195. Apoorva Metha, Instacart founder, came up with the idea while he was an Amazon employee. He started to build a Beta version of Instacart in the Amazon office cubical Copyright 2017 Masayuki Tadokoro All rights reserved
  196. 196. Jerry Yang and David Filo, Stanford graduate students in 1994, created a portal site while they were full-time students. The portal site turned out to be Yahoo! Copyright 2017 Masayuki Tadokoro All rights reserved
  197. 197. Steve Jobs and Steve Wozniak were two gadget geeks; they tried to build a machine to enable free long-distance calls. This turned out to be Lisa, the 1st Apple Computer ❓ Copyright 2017 Masayuki Tadokoro All rights reserved
  198. 198. Copyright 2017 Masayuki Tadokoro All rights reserved From Google’s 80/20 side project, numerous businesses were generated
  199. 199. You should start with ideas, then decide whether you will make a company or not. -Sam Altman, Y-combinator President Copyright 2017 Masayuki Tadokoro All rights reserved https://www.youtube.com/watch?v=CBYhVcO4WgI
  200. 200. No hierarchy among members Talk over in an even relationship The first phase is brainstorming to dig out ideas and discuss which concept to substantiate. Copyright 2017 Masayuki Tadokoro All rights reserved
  201. 201. Team up as a project base joining in an event like Startup Weekend Copyright 2017 Masayuki Tadokoro All rights reserved

Hinweis der Redaktion

  • https://www.youtube.com/watch?v=qAws7eXItMk
  • Which one is the most important factor when you do startup?
  • Timing is the biggest key for success

    http://www.ted.com/talks/bill_gross_the_single_biggest_reason_why_startups_succeed#t-216631

    he single biggest reason why startups succeed
  • Success of startups are depending on five factors; idea, product, team, execution and timing

    http://genius.com/Sam-altman-lecture-1-how-to-start-a-startup-annotated
  • Why do you do that start up now?
    Why not two year from now, why not two years ago?
  • Target market keeps evolving;the industry ecosystem keeps getting more efficient; you can achieve more and more with less and less resources
  • Exercise
    Looking back your career, write something which you have domain expertise which other people typically do not have
    Write one thing you are struggling with the area that needs to be improved
  • What is the history of the product/market?
    Where is the market heading as going forward
    What are the recent key trends by which solution to issue was enabled?

    Start-up founderが聞くべきこと
  • Computer related start-up
    % of IPO of 1983-founded
    % of IPO of 1985-founded

    3x IPOs in 1983!
  • Why Airbnb succeeded?
  • Many people who cannot pay lent or loan started using Airbnb after financial crisis

    airbnbはリーマンショックの後という絶妙なタイミングだった。
  • Growth curve of Airbnb
    http://www.leighdrogen.com/wp-content/uploads/2013/06/airbnbinfographic.png
  • Facebook started functioning as credential infra-structure

    Facebookが多くの社会の与信インフラとして機能したから
  • Uber market capital; 50 billion; they founded only 5 years ago
    What were the timing factors?
    http://www.wsj.com/articles/uber-valued-at-more-than-50-billion-1438367457

    Nissan
  • 隠れた市場成長率の高さ、
    ・カテゴリーできない
    ・Fragmentされている
    ・大手のプレーヤーが参入して失敗している
    ・ビジネスモデルが明らかではない
  • Sharing economy started taking off
    Sharing has becoming cool among consumers
  • You need an ability to read the trend and find out what will come the next
  • Live in the future and build something missed in present moment
  • Fordは会見のなかでも明らかにしたように、「自動運転は大きな時代変革のなかの“一つの要素”」という見解を示している。自動車産業を取り巻く社会環境は大きく変化しており、それに対応して事業形態を大きく見直し、「Automobile」から「Mobility」へと事業の核を転換していくのだという。それを具現化するのが、昨年の「CES 2017」のキーノートスピーチでフィールズCEOが提唱した事業戦略、「Ford Smart Mobility」だ。
  • Can you find signs that will impact how the world will look like in 2025?
  • Politics: 規制緩和
    Economics: 人の購買
    Society: どの部分の需要が増えるか
    Technology: どのプラットフォームが支配的になるか
  • http://airstair.jp/minpaku-free/
  • Exercise

    Is

    Looking back your career, write something which you have domain expertise which other people typically do not have
    Write one thing you are struggling with the area that needs to be improved
  • Technical innovation about
  • software -
    message -
    API -
    A.I -

    マークアンダーリーセンがいっていた。
  • internet report 2016
  • https://ferret-plus.com/1261
  • こちらはビッグバンディスラプショント言われる新しい現象。
    アーリーマジョリティーの代わりに、
    トライアルカスタマーという試しに使う人が登場して、
    その後にバーストマジョリティーに感染して、一気にその市場を席巻する
    というモデル
  • http://news.microsoft.com/ja-jp/2016/06/14/160614-microsoft-linkedin/#sm.0001vqgu7sr5kctnuo810j6uvg2vb
  • Aiming at innovator’s dilemma
  • What is sustainable innovation?
    Innovation takes place based on incumbent value standard
    To improve the product without drastic change
    It’s important not to be disliked by current customers
  • ここでは、既知のKPIがキーアクティビティーになる
  • Today, Apple reinvent telephone “
  • Disruptive innovation
    Disrupting incumbent technology and generate whole new value
    It is brought by disruptive technology
    It create new market
  • Exercise
    Looking back your career, write something which you have domain expertise which other people typically do not have
    Write one thing you are struggling with the area that needs to be improved
  • Overconfident:
    We can crush them anytime we want to

    Nose-dive
    OMG, our market share is nose-diving

    Too late:
    There is no way to recover

    Withdraw:
    Let’s withdraw from the market

    Disruption cycle

    http://techcrunch.com/2014/01/19/uber-and-disruption/
    http://jp.wsj.com/articles/SB12219608320597343816204581008912136442404
    http://www.gizmodo.jp/2015/06/ceoiphone.html
  • Disruption cycle

    Blackberry:
    iPhone is not safe, poor battery and nobody likes touch keyboard

    OMG, this is way up there

    We cannot catch up

    How can we withdraw?

    http://techcrunch.com/2014/01/19/uber-and-disruption/
    http://jp.wsj.com/articles/SB12219608320597343816204581008912136442404
    http://www.gizmodo.jp/2015/06/ceoiphone.html
  • 2007年はBBシェアが圧倒的だった
    2009年頃に勢いがついた
  • Why many corporate cannot bring disruptive innovation?
    Apple is exceptional case, since he brought innovation with top-down approach
  • In most of business opportunities, large corporates have advantages since they have much more resources; start-up cannot compete in the competition where the resource richfullness counts.

    However, these large corporate fails not by responding to disruptive innovation; they have optimized organization for incumbert value chain
  • Start-up can beat large corporate since
    large corporates are “too rational”
  • Start-upの一番の強みは、顧客の声(ニーズ)をベースにして、プロダクトを構築できるところである。(大企業はsales/marketing/developmentがsiloされている)
  • 皆さんの会社ではどうですか?
  • In order to approve budget, write up precise five-year financial projections
  • Executing project as planned
    had become goal
  • Apoorva, founder of Instacart, proposed Instacart model to Amazon management; it was turned down since the model was to defy what Amazon had been invested, i.e. warehouses and logistics
  • Disruptive innovation functions should be centered in the start-up organization
    http://diamond.jp/articles/-/58187?page=3
  • Unfair advantage of start-up
    Start-up founders can build the product while they are talking customers directly

    Start-up founders
  • Joe Gebbia, Airbnb co-founder, was engaging in customer support for all day
  • Brian Chesky, co-founder of Airbnb, went customer’s place; talked to home-landlord customers one by one and took a room photo to promote Airbnb business
  • In startup, you don’t separate your organization with function

    Start-upの一番の強みは、顧客の声(ニーズ)をベースにして、プロダクトを構築できるところである。(大企業はsales/marketing/developmentがsiloされている)
    もしブラックベリーがスタートアップのように運営されていたら
    衰退しなかったかもしれない
  • “You should know the secret other people don’t know”
  • Disruptive innovation functions should be centered in the start-up organization
    http://diamond.jp/articles/-/58187?page=3
  • 8 startup ideation framework

    今日はゼロからイチのビジネスを発想するための
    9つのフレームワークを紹介させていただきます。
  • Before Uber, taxi drivers were unable to drive their own car and were required to pay a fee to a licensed taxi operator to get their certified car. Uber has dis-intermediated the need for taxi drivers to pay that fee, and now they can become an UberX driver with their own car.
  • 20,000 USD fee
    to get license !

    http://www.circu.co.jp/x_book_magazine/526
  • http://www.circu.co.jp/x_book_magazine/526

    Avg. Hourly
    Salary 19 USD
  • To unbundle of incumbent service/product which is ineffective as too many functions were added.

    For example, news paper was unbundled into curation media, classified ads and adsense solutions
  • Incumbent newspaper business
  • Optimizing for users by unbundling incumbent newspaper functions
  • 最近流行っているFintechという言葉をご存知ですか?
  • Fintech startups are unbundling bundled services provided by commercial banks

    Fintechの本質も、unbundleです、
    従来のやり方ではモバイル・インターネット時代では最適化されていないものを
    unbundleして最適化するというものです。
    https://www.cbinsights.com/blog/disrupting-banking-fintech-startups/
  • 日本でも同様のことが起きています。
    最大大手のMUFGなどが提供するサービスも、
    それぞれで強いスタートアップが台頭してきている状況
  • Providing values by aggregating information/functions which are fragmented at many places
  • Incumbent purchasing process
  • With kakaku.com, information was aggregated; it is easy to find the cheapest price tag!

    Lowest Price!
  • Generate revenue by utilizing dormant asset/resources; Airbnb enabled unused guest rooms to cash-machines
  • Cashing out due to used rooms
  • Cashing in by renting out rooms
  • Uber driver can sell part of their time
    http://www.circu.co.jp/x_book_magazine/526

    Uber Drivers
    drive avg. 10 hours/w
  • Ideation
    戦略的自由度

    既存の戦略があり、そのフレームの中での発想になってしまっている。
    いかにしてそこから自由になるか?

    ライバルと比較したり、ベンチマーキングしてもだめである。
    そこで戦略的な自由度を持たすことが大事である

    未来から考えてみて
    現在の競争軸はなんなのかを洗い出してみる
  • Free from existing perspective

    Your idea is limited as long as you place your perspective in existing framework or benchmarking with competitors - think out of the box!


    ブルーオーシャン戦略を知っているか?
  • Features

    Stamps

    Easy to
    edit

    Easy to
    use

    Ral name
    registration

    通常のメッセージアプリだと、こういった感じでベンチマーキングをしている
    機能がどれだけ充実していて、
    スタンプが使えて、
  • Snapchatって知っていますか?
    去年より人気になっているメッセージアプリ
    10代を中心に爆発的な人気を博しているアプリ
  • Surprise when you open up message
    You can set message expiration period
  • SNSに疲れたカスタマーが逃げ込むサービスになっている
    これまでの軸と違うところを攻めている

    Delete
    Management


    Non
    Anonymous
    Registration



    Excitement


  • もともとは金融の用語
    鞘抜きという意味
  • There is high demand on English learning, while Philippine supplies much English teaching resources

    一昔前までは、英語は、国内で、学校に通うしかオプションはなかった
  • 一つの国で不足しているものを
    過剰なリソースを持っている国から供給する


  • もともとは金融の用語
    鞘抜きという意味
  • There is high demand on English learning, while Philippine supplies much English teaching resources

    一昔前までは、英語は、国内で、学校に通うしかオプションはなかった
  • 一つの国で不足しているものを
    過剰なリソースを持っている国から供給する
  • Providing valuable services by combining resources which were utilized in difference spaces
  • 知っている人はいますか?
    買い物好きな人はいますか?
    嫌いな人?なぜきらい?
  • 従来のお買い物体験はこうだった


    Buy ma
  • Air Closet was realized by combining 4 difference services

    6,800 Yen
    per month
  • 先ほどの、図であてはめてみるとこうなります。
    ECの経験は
  • ソフトバンクの孫さんなどが昔よくいっていたコンセプトです

    Bringing business model/product in one market to different market
  • ウーバーは知っていますか?
  • インドネシアにバイクのウーバーがあり、
    非常に人気である

    ジャカルタにいったことがある人はいますか?
  • Providing services in Jakarta, Indonesia - the world worst traffic city

    ウーバー創業の2年後に同じモデルを
    バイクライドシェアではじめた。
    ポイントは、ウーバーのように車ではなく渋滞がひどいジャカルタでは
    こちらのほうが有効だった
  • ウーバーのユーザーエクスペリエンスです
  • これがgo jekのUXです。
    インドネシアではクレジットカードを持っている人がほとんどいないので、
    Pre-paid カードで振り込むモデルになっている
  • 設備を持たずに、情報の非対称性を埋めるためマーケットプレイスを提供する
  • API as a service
    Insight as a service
    Chatbot machine as a service
  • http://news.mynavi.jp/news/2016/01/04/277/
  • 8 startup ideation framework

    今日はゼロからイチのビジネスを発想するための
    9つのフレームワークを紹介させていただきます。
  • There are many unknown secrets out there.Entrepreneurs are to create future as they discover them and create business based on them

    Stanford Lecure からs
  • Maximum amount
    the person pays per year

    TAM is for total addressable market; it indicates maximum market size to which the business can address with all of conditions will be fulfilled
  • It is competition over resources, operation and price of product

    Large corporates have advantages

    Startups are at a disadvantage due to the lack of resources

    Startup will loose

    Startup should not choose the idea looks good for everyone
  • Current market size
    Market growth potential
  • You don’t want to do all-in war since you
    don’t have resources
  • Amazon prepared overwhelming number of title for one specific product(book)
  • Optimization !

    Facebook focused on local war - they were overwhelmingly successful in ivy league school first

  • We optimized our product as we increase the number of school account - we added features and went to the next school after confirming the feature worked well
  • https://www.youtube.com/watch?v=qAws7eXItMk
  • You don’t need detailed Business Plan
  • Write lean campus.

    Lean campus is start-up frame work invented by Ash Maurya, author of Running lean.
    You can easily visualize start-up business models

    Running lean Ash
    リーンキャンバスを使ってPlan Aを書いてみよう
    しかしPlan Aは必ず変更するので、
  • “ビジネスモデル・ジェネレーション ビジネスモデル設計書” より
  • Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers by Alexander Osterwalder and Yves Pigneur
  • Business model canvas is for regular corperate or interpreters: you should not focus on key partnership, key resource is time, customer relationship is all about talking to customers and key activities are building product and talking to customers
  • There are three advantages in lean canvas Agility: you can write up quickly Simplisity: you can write up substancial aspects of business in simple manner Mobility: you can update/share fairly easily

    スタートアップにとってもっとも貴重な資源は時間である。
    リソースが無くなる前に、最も多く学習したものが勝つ
  • This is the order you want to write lean canvas
  • How to write lean canvas
    1 Issue: To target segment, what are top 3 issues to be solved
    2 Customer segment: Specify uses. Clarify what kind of early adaptor will be there
    3 Unique value proposition: What kind of value you
  • Early adaptor will determine your business model
  • 不確定要素が高い順に検証する必要がある
  • To become expert of customer issue and make something customer wants

    一番大事なことはfocusすること
  • 4 Solution: At the beginning, you haven’t verified whether the issue really exists or not; write simple solution you can come up
    5: Channel: There are not so many options when it comes to selection of channel; it is important that you will have to collect users to whom you can directly talk to
    6: Revenue model: You don’t have to worry about too much, but do not provide product for free, put price tag on it
  • 7: Cost structure: List up the cost how much does it cost until the point you will launch the product
    8: Key metrics: Write your key metrics of your business success. Try to use AARRR, pirates metrics
    9: Unfair advantage: This is difficult to fulfill; you can write at very last. You can write, secret, insider information, expert network, dream team, network effect, community and current customer
  • The most precious resource for start-up is time. Start-up, that learns the most before burn all the resources, will win
  • Exercise:
    Write lean canvas of Tinder, matching application
  • You download and login with your Facebook account
    Set up conditions the person you want to meet.
    You can start swiping person shown up to your screen; if you like the person, swipe right, if not swipe left


    Facebookで入る
  • If it is like-like situation, you get message “It’s a match” and you can start chat with them
    https://play.google.com/store/apps/details?id=com.tinder&hl=ja

    Facebookで入る
  • With monthly premium service (1200 JPY) you can release the restrictions

    Premium service you can swipe unlimited times you can change your location Ad won’t be displayed
  • Let’s create lean canvas by splitting into 2 teams
  • In matching site, there are too many fake accounts
    There are no casual like-like matching service

    Authentication with Facebook
    Matching algorithm with location/interest
    Number of sign-ups for premium services
    Retention rate of premium service

    Providing opportunity for casual but authentic like-like matching
    Totally unique business model
    Media Blog
    Males/Females looking for casual but non-fake matching
    System development
    Marketing
    Premium service
    Advertisement
  • In matching site, there are too many fake accounts
    There are no casual like-like matching service

    Authentication with Facebook
    Matching algorithm with location/interest
    Number of sign-ups for premium services
    Retention rate of premium service

    Providing opportunity for casual but authentic like-like matching
    Totally unique business model
    Media Blog
    Males/Females looking for casual but non-fake matching
    System development
    Marketing
    Premium service
    Advertisement
  • If you ask the definition of business model, there always will be 10 answers
  • In matching site, there are too many fake accounts
    There are no casual like-like matching service

    Authentication with Facebook
    Matching algorithm with location/interest
    Number of sign-ups for premium services
    Retention rate of premium service

    Providing opportunity for casual but authentic like-like matching
    Totally unique business model
    Media Blog
    Males/Females looking for casual but non-fake matching
    System development
    Marketing
    Premium service
    Advertisement
  • What is Lean Start-up?
    Build product for new idea or concept quickly (build MVP) and iterate build-measure-learn cycle by looking at customer’s response. In the iteration cycles, hypothesis is verified through validated learning; start-up founders can find product-market-fit before burning all resources
  • Learning timing comes too late with waterfall method.
    You have to learn more by releasing product as early as you can

    Product developmentプロセスが邪魔をする(反直感的)
    https://www.youtube.com/watch?v=JYrCr_IoJFI 3:25
    Waterfall型では、顧客の接点があまりにも遅すぎる
  • You have to find functioning business model by pivoting before time-out

    Ash Maurya:
    イテレーションをどうやってまわしていくか
  • 66%のスタートアップが最初のアイディアを抜本的に変更する
    Ash maurya
    http://www.slideshare.net/ashmaurya
  • Pivot is to change strategy without changing vision
  • Achieve PDF by finding right business model though pivots before time-out
    Time-out before you find right business model
  • With your lean canvas, your team will decide what to pivot; you will make a decision as everyone is convinced
  • Start-up is all about team play
  • Pivot which is not fully convinced by team member can bring fall-out of teams
  • How much did you learn while you are running iteration cycles
  • cofouderはpivotできない
  • “Make something people want”
  • Cash
  • Build product you want to build and release. Measure vanity metrics to justify your bias. Burn out before achieving PMF
  • https://www.youtube.com/watch?v=qAws7eXItMk
  • The best way to get start-up idea is not about thinking start-up ideas

    スタートアップっぽい動きをするとそれは死への一歩である
  • Good start-ups are come from a side project.
    71% of start-up ideas are generated when the founders
  • You job
    Resposiblity and accountability
    Play a role assigned
    Focus on urgency
    Constraint with current value chain
    Present-tense
    Based on current solution
    Based on current practice

    a side project
    Based on curiosity
    Play yourself
    Focus on importance
    Think out of box
    No constrain from current operation
    Future-tense
    Based on new solution
    Think backwards from “should-be”

  • パートタイム
    (週1回)

    仮CEO
    仮CTO

    CEO
  • この時期は極めて流動的なので、会社を設立して、株を分割しないようにする
  • “We did plan to incorporate Facebook;
    we were focusing on what our users wants and
    build product to fulfill it”
  • Apoorva Metha, Instacart founder, came up with the idea
    while he was Amazon employee; he started to build Instacart Beta version
  • Jerry Yang and David Filo, stanford students in 1994, create
    portal site while they were full time students.
    The portal site turned out to be Yahoo!

    https://en.wikipedia.org/wiki/History_of_Yahoo!

    https://en.wikipedia.org/wiki/Jerry_Yang_(entrepreneur)
  • Steve Jobs and Steve Wozniak were geeks on machine; they tried to build machine enabling long-distance free call;
    this turned out to be Lisa, the 1st Apple machine
  • You should start with idea.
    Then decide whether you will make a company
    out of it or not

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