business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. 1
BizDevBox
DAY 5: Jan 17, 2020
# Total Interviews: 51

2. Typical
for tech
startups
Day 1: Here’s what we thought
Key Partners Key Activities Value Proposition Customer
Relationships
Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Professors
Fortune 500 employees
SME employees
Freelancers
Startup founders
Formatting
Layout
Copy
Incubators/ accelerators
Co-working hubs
Cloud provider
Graphic Designer
Software engineer
Product development
Scale business
Web-based
Cloud storage
Staff costs
Platform development
(including content library)
Offline
B2B
Fortune 500
Startups
B2C
SME conferences
Assumed
large
target
market
Unclear
on
buyers
as
Assumed key
features
Tiered
pricing
structure
Individuals
or
institutions
Marketing/ sales
Cloud hosting
Ongoing customer
acquisition
Subscription model (freemium version & tiers based on usage)
Online
Digital/ Social Marketing
SMEs

3. Days 2-4: Here’s what we learned
Key Partners Key Activities Value Proposition Customer
Relationships
Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Professors
Fortune 500 employees
SME employees
Freelancers
Startup founders
PAYG option (per slide)
Subscription model (freemium version & tiers based on usage)
Incubators/ accelerators
Co-working/ Office space
Cloud provider
Graphic Designer
Software Engineer
Product development
Scale business
Web-based
Cloud storage
Staff costs
Platform development
(including content library)
Online
Digital/ Social Marketing
Offline
B2B
Fortune 500
SMEs
Startups
B2C
SME conferences
Individua
ls rarely
bought
workplace
tools
themselves
Marketing/ sales
Cloud hosting
Ongoing customer
acquisition
Small
businesses
with no
design
resource
more
likely to
buy
Alternate pricing added
Formatting
Layout
Copy
Version control
Collaborative
Conversions
Value
features
revised
Funding
Sales/ marketing
expertise (by CEO)
Classroom
learnings
applied
Offline application
Plug-in
Word of Mouth
Some buyers
have data
privacy
concerns
Legal Counsel
Protect
confidenti
al user
informati
on
COGS +
CAC less
than
customer
LTV (2:1)
Referrals are
important
(based on agile)
Referral program
(Non-creative industries)

4. Key Partners Key Activities Value Proposition Customer
Relationships
Customer Segments
Key Resources Channels
Cost Structure Revenue Streams
Day 5: Here’s where we ended
Formatting
Layout
Incubators/ accelerators
Co-working/ Office space
Cloud provider
Graphic Designer
Software Engineer
Product development
Scale business
Staff costs
Platform development
(including content library)
B2B
SMEs
(Non-creative industries)
Startups
Marketing/ sales
Cloud hosting
Ongoing customer
acquisition
Subscription model (freemium tiers based on usage)
Conversions
Version control
Collaboration & SharingLegal Counsel
Funding
Customer Discovery
PAYG option (per slide)
(based on agile)
Online
Digital/ Social Marketing
Offline
SME conferences
Word of Mouth
Referral program
Web-based
Cloud storage
Offline application
Plug-in

5. Day 5: Here’s where we ended
Tiered based on usage
Subscription model
(freemium version &
tiers based on usage)
Graphic Designer
Software engineer
Web-based
Formatting
Layout
Version control
Collaboration
Conversions
Funding
Sales/ marketing
expertise (by CEO) Offline application
Plug-in
Resources Channels
Customer
Relationships
Key
Partners
Customer
Segments
Value
Proposition
Revenue Streams
Cost Structure
Incubators/ accelerators
Co-working hubs
Cloud provider
Legal counsel
Staff costs
Platform development
Marketing/ sales
Cloud hosting
Online
Digital/ Social Marketing
Offline
SME conferences
Word of Mouth
B2B (non-creative industries)
SMEs
Startups
Key Activities
Product development
Scale business
Ongoing customer acquisition
Referral program

6. Day 5: What we learned (summary)
Customer Segments
• Focus on a customer segment as targeting a large user base does not facilitate a focused MVP launch
• Individuals expect employers to cover the cost of workplace-related products
Value Proposition
• For buyers, "design" means "professional best practices that allow me to differentiate"
• For users, "design" means "professional templates that my boss can choose from"
Channels
• Some users asking “seamless” integration in their current slidedeck applications (i.e. plugin)
• Word of Mouth drives most productivity tool discovery (!!!) for buyers AND users
• Users care the most about: Painless Formatting, Layout, Conversions & Collaboration
• Business owners care the most about: Easy Design, and Consistent Formatting & Layout
Revenue Streams
• Buyers are comfortable paying up to $300/year if they could trial AND if their employees ask.
Customer Relationships
• Get strategy: leverage word of mouth influence by introducing referral program

7. Here’s what we’re going to do next
Test our “Get” marketing strategy
Validate our pricing structure
Prepare MVP
Partner with incubator/ accelerator
Change company name
What
Identify cost of customer acquisition
Build high-level revenue/ cost model
Put our resources to the test and have
customers grab it out of our hands!
Acquire key partner chanell
Because it can be more catchy 
Why
1
2
3
4
5

8. Follow-up action: Churn reduces cumulative revenue
$-
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
1 2 3 4 5 6 7 8 9 10 11 12
CumulativeRevenue
Month
Cumulative ARR w/ Churn Sensitivity
0% 5% 20% 50%Churn rate

9. 9
Appendix

10. Channels
Across Three Primary Verticals
Social Media
Sites
 LinkenIn
 Twitter
 Instagram
 Reddit
Influencers
 Twith
 Utube
 Instagram
Technology
Media
 ProductHunt
 TechCrunch
 Wired
Cost of Goods
Sold
SM Ads SM
Influencer
LTV $300
COGS + SM Ads = CAC1 = $100
EndUser
$50 $50 $50
Technology
Media
$25
Profit
$125-$200
10

11. Financials
Projections and Churn
11

12. Get Strategy
Demand Creation
END
USER
Social Media Influencers
Twitch, YouTube, Instagram
Social Media Sites
LinkedIn, Twitter, Instagram, Reddit
Technology Media
ProductHunt, TechCrunch, Wired
Web
funnel
Landing page views
Watch demo video or
tutorial
Sign up (free)
Year 1 Web Funnel
 5,000,000 hits
 10%
 50%
 2%
 80%
 Total revenue: $1.2M
MAU (2+slide
decks per month)
MAU (2+slide
decks per month)
$MRR
12

13. Revenue Workstream
Payment Flow
Customer / End
User BizDevBox
Corporate
Reimbursement
Membership or
payment per use
Membership /subscription
1
2
Subscription or payment per use
13

14. Customer Personas
Segmentation
Corporate Middle
Manager
Small Company Business
Development
Manager
Tech Entrepreneur
Use Case
Creating presentations in a short
turn around time for demo days
and fundraises
Creating frequent presentations
for external client pitches and
proposals
Creating frequent, quick
turnaround presentations for
internal and external uses
Low to medium design
proficiency;
No budget for design team
Low to medium design
proficiency;
Will never hire a design team
Creating frequent, quick
turnaround presentations for
internal and external uses
Design
Capabilities
Accelerators, incubators, VCs,
digital advertising
Word of mouth, digital advertising Procurement, vendor
management roles within large
businesses
Get Strategy
6 months 5 years 2 years
Life time value
Description
1-5 employees in a tech startup 1-25 employees (e.g. money
managers, law firms, insurance
brokers, doctors)
Fortune 500 companies
14

15. Revenue Model
Three Different Options
Price: Free up until 15 slides
 No storage capabilities
 Limited conversion and automation capabilities
Basic
Price: $1 per slide beyond 15 slides
 Includes full capabilities
 Includes personalized design
Individual
Use
Price: $300 per year per person
 Includes full capabilities
 Includes access to slide library
 Includes storage capabilities
 Includes personalized design
Subscription
1
2
3
15

16. Proposed Experiments
Channels, “Get” Strategy, Revenue Model
Category Hypothesis
Test/
Experiment
Pass / Fail Signal
Channels Consumers are more likely to purchase a cloud-
based digital product if their employer uses the
cloud for other business purposes
Interview target
users
Majority of interviewees use cloud services in
the workplace
Revenue Consumers will pay for a product that alleviates
their pains in making slides
Interview target
users
Majority of interviewees say they would pay
for this product
Consumers will pay $100-300 per year for a
product that alleviates their pains in making
slides
Interview target
users
Majority of interviewees who would pay for
this product state a price in this range
Consumers expect their employers to pay for a
tool that alleviates their pains associated with
slides since it’s a business activity
Interview target
users
Majority of interviewees state that their
employers should cover workplace tools
Customer
Relationships
: Get
Consumers are more likely to purchase digital
products after they have tested it through a free
trial and find there to be a value-add
Interview target
users
Majority of interviewees reference testing/
trialing a digital product before making a
purchase
Consumers’ demand for productivity tools driven
by referrals & word of mouth
Interview target
users
Majority of interviewees cite word of mouth
as a source for knowing about digital
products
Consumers seek out productivity tools through
Google search
Interview target
users
Majority of customers have discovered a
digital product by sourcing for it themselves
16

17. Category Hypothesis
Test/
Experiment
Results
Iterate & Experimentation &
Next Steps
Channels Consumers are more likely to
purchase a cloud-based digital
product if their employer uses the
cloud for other business purposes
Interview
target users
Majority of interviewees use cloud
services in the workplace for one tool
or another
Test for product acceptance on the cloud
or with an option to be an on premise
application or add-on through interviews
Revenue Consumers will pay for a product
that alleviates their pains in making
slides
Interview
target users
Majority of interviewees say they
would pay for productivity tools that
helped them be more efficient
Test for optimal marketing strategy as B2B
or also B2C, through posting on social
media tech groups and reviewing replies
Consumers will pay $100-300 per
year for a product that alleviates
their pains in making slides
Interview
target users
Majority of interviewees who would
pay for productivity tools in this price
range
Test acceptance of features within
subscription tiers, within price bracket
through survey
Consumers expect their employers
to pay for a tool that alleviates their
pains associated with slides since
it’s a business activity
Interview
target users
Majority of interviewees state that
employers should cover workplace
tools, even if they pay for it
themselves and expense it
Test corporate purchasing criteria by
interviewing direct buyers at corporates
(e.g. procurement professionals)
Customer
Relationships:
Consumers are more likely to
purchase digital products after they
have tested it through a free trial
and find there to be a value-add
Interview
target users
Majority of interviewees reference
that undertaking a free trial would
allow them to make a purchase
decision about an online tool
Test users’ minimum expectations for free-
trial duration and/or limitations (e.g.
freemium model) through survey
Consumers’ demand for
productivity tools driven by
referrals & word of mouth
Interview
target users
Majority of interviewees cite word of
mouth as a source for knowing about
digital products, but not only through
word of mouth
Identify how to source early evangelists
through interviews
Consumers seek out productivity
tools through Google search
Interview
target users
Majority of customers complain about
pains online and search for solutions
(though not necessary products) on
Google
Test conversion on various online
marketing channels (e.g. social media,
forums, blogs) through posting on social
media and reviewing replies
Test Results
What We Learned
17

18. Questionnaire
Day 2
 Interviewee Name
 What is your industry, Size and Role?
 Gender
 Age Estimate
 We've heard that slides are used either
internally or externally for one of the
following 4 use cases:
 Training content
 Status reports
 Pitches or presentations
 To make deliverables
 Is there any other purpose you creates
slides for?
 For which of these do you create slides
most for?
 Do you put confidential information in slides
 Are you allowed to use cloud services for
corporate use?
 Who works on slides in your company?
 Are these people internal/ external?
 What other people would you recommend
we speak?
 What didn't we ask? / Other?
 What is the level of seniority of the
people involved in making slides?
 How savvy are the people involved in
making slides with design?
 How savvy are the people involved in
making slides with tech?
 What pain points existed throughout the
process? (communication with the end
creator, time consuming, formatting,
copy, layout, content)
 If you had a wish list, how would you
make presentation building easier?
 Would you pay for a tool that alleviated
your pain points and gave you that magic
wand? If yes, how much?
 Who would pay for this service? Your
company or yourself?
18

19. Value Proposition
Day 2
19

20. Product Market Fit
Market Estimates
Status
update
Branding
Time spent
formatting
Personalized design
recommendations
Font re-
sizing and
matching
Collaboration &
reviewing (no
track changes)
Distractions
from core goal
of story
development
Version
control
Alignment
& shape
sizes
Matching
colors
Lack of
design
ideas
Different
formatting
preferences
Teach or
train
Deliver a talk
or
presentation
Pitch or propose an
idea / project externally
Communicate
to a client or
customer
Communicate
internally
Professionalism
Better learning (for
teaching / training)
Increased
value
Enhanced
communication Creativity
Design
recommendation
Automated
formatting
Converting
templates
Converting
PC to mac
TBD
Automated
Conversion
Converting
widescreen
& mobile
Automatic
short/long deck
versions
Create end
deliverable
Brainstorming
Collaboration
& reviewing
Smart coloring
and design
Smart font sizing,
shape alignment, and
template optimization
Higher conversion
20

21. Slide Deck Creation Workflow
Highlighting the Pain Points
.
. Mentor
Leadership
Knowledge
Transfer
Training &
Development
CMC
Practice
Improvement
VALUE
Thought
Leadership
4. Aggregate & Organize
 Collect all the slides being
created
 Organize the slides into the
agreed upon story boarding
sequence
1. Story Boarding
 Agree the key messages and
visualization to convey
appropriate key message
 Determine appropriate slide
order sequencing
2. Delegate
 Agree who’s doing what
and when
 Delegate someone to
someone who will
aggregate the slides and
avoid version control issues
 Quality assurance and
review
3. Gather Content
 Solicit and gather content to
include to include in each slide
.
. Story
Boarding
Delegate
(outsource)
Sections &
Slides
Aggregate &
re-order
slides
“Tweak”
(Layout,
Formatting,
Content)
Workflow
Gather
Slides
5. Tweak & Revise
 Everybody, slide-savvy or not,
universally hates this part of
the workflow!
 Revise the ordering, make
edits to ensure the correct
message is reflected and
aligned with the storyboard
1
2
34
5
21

22. Target Market: $48M/yr
24M English slide decks
Assume 2% of SAM
SAM: $2.4B/yr
1.2B slide decks
Assume 66% English
decks
TAM: $3.6B/yr
1.8B slide decks
created
$2 per slide deck
Market Size
TAM / SAM / SOM
22

23. Pedal Diagram
Competitor Landscape
23

24. 24
End
Submitted by
Shereen Abdulla
Davison Avery
Jade Cueva Martin
Jenna Masi
Jake Van Namen