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Wide Ventures: Build an MVP worth paying for

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How branding and design influence your first clients, investors and partners.
Meetup “Lean startup Zürich” 17.08.2015

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Wide Ventures: Build an MVP worth paying for

  1. 1. © 2015 Wide Ventures BUILD AN MVP #WORTH PAYING FOR How branding and design influence your first clients, investors and partners. Meetup “Lean startup Zürich” 17.08.2015
  2. 2. © 2015 Wide Ventures ABOUT US Michael Wiedemann Co-Founder, Creative Direction Martin Angehrn Co-Founder, Business Development
  3. 3. © 2015 Wide Ventures STARTUP STUDIO BUSINESS DEV. DEVELOPMENT WV DATA UX DESIGN MARKETING BRANDING 1. BUILD 2. LAUNCH 3. SCALE 2 - 3 months qualitatively quantitatively KITA CLUB willcome. to BRIXEL coming soon Skills Process Portfolio Definition on Wikipedia
  4. 4. © 2015 Wide Ventures CONTENTCANVAS 1. Problem 4. Solution 8. Key Metrics 3. Unique Value Proposition 9. Unfair Advantage 2. Customer Segments 5. Channels 7. Cost Structure 6. Revenue Streams Early Adopters Existing Alternatives High-level Concept Do not outsource design, it will not work. Be prepared to pay for it. Through design/branding you get real money from investors, clients and partners. We will prove it. Many startups mess up their first impression and their is just one chance for it. Give branding and design a key role in your building process. With branding and design you get an MVP worth paying for. Branding/design is an unfair advantage. Use it! If you do not have an unfair advantage of having the cure for cancer, you most likely are a startup which needs design in some way. “Measure branding and design from the beginning” The alternative to good design isn’t no design - it’s bad design. Imagine a sausage without the skin, who wants to eat that?! They will be your first brand ambassadors. Your brand and interface are your product. Use them as channels.
  5. 5. © 2015 Wide Ventures #1 THE FIRST IMPRESSION PROBLEM Example: c-crowd looks “cheap” no passion no attention to details no quality approach swissness - in a bad way
  6. 6. © 2015 Wide Ventures #1 THE NICE TO HAVE PROBLEM Example: c-crowd not worth the money? no designer in the team? we take care of design later? compared to SEEDRS
  7. 7. © 2015 Wide Ventures #1 THE EVERYBODY IS A DESIGNER PROBLEM ➢ I know someone who knows photoshop ➢ I can draw that myself ➢ I can get a cheap logo from fiverr.com ➢ My daughter likes to paint Note: this chart contains humor/ irony
  8. 8. © 2015 Wide Ventures #2 CUSTOMER SEGMENTS You need branding/design, if you build: Digital Consumer Products because: your solution can be copied you are in the UX business you are in the communication business
  9. 9. © 2015 Wide Ventures #2 CUSTOMER SEGMENTS “Branding.... is the single greatest reason behind the lead that Airbnb has on us today” Arnaud Bertrand Founder of Housetrip
  10. 10. © 2015 Wide Ventures #2 CUSTOMER SEGMENTS You need branding/design, if you build: B2B Products e.g. mailchimp, willcome.to because: you are in the corporate world you have to match the level of your clients you will ask for a higher price
  11. 11. © 2015 Wide Ventures #2 CUSTOMER SEGMENTS You need branding/design, because: your customer’s customer is your customer BRIXEL REAL ESTATE AGENCY HOME OWNER HOME BUYER
  12. 12. © 2015 Wide Ventures #3 UNIQUE VALUE PROPOSITION “With branding / design you get an MVP worth paying for” Clients pay for quality Partners share brand values Investors invest in a vision
  13. 13. © 2015 Wide Ventures #4 SOLUTION: DESIGN IS A KEY ROLE Your team is your first brand ambassador 2x Branding & Webdesign 2x Business Development 2x Web- & Mobile Development
  14. 14. © 2015 Wide Ventures #4 SOLUTION: DESIGN IS A PROCESS Design while building the product. 1 week Assessment 1 - 3 Months Product Building Producer Branding / Design Development Business Dev. Growth Marketing Dev. Kick-off / Workshop Go Live
  15. 15. © 2015 Wide Ventures #4 SOLUTION: CI/CD Define your brand essence and work with a styleguide from the beginning. PRODUCT ATTRIBUTESBRAND PERSONALITY TARGET GROUPBRAND BENEFITS BRAND ESSENCE Kitaclub is an independent, friendly online platform for parents and daycares to find and manage daycare vacancies, so everybody has more time for the kids. e.g. Kitaclub brand essence
  16. 16. © 2015 Wide Ventures #4 SOLUTION: CI/CD “If it’s possible for a developer to ruin an UI, they will. So do not give them the possibility.” Nuno Barreto Lead Developer Wide Ventures Work with a styleguide. e.g. kitaclub.ch/styleguide
  17. 17. © 2015 Wide Ventures #5 CHANNELS: BRANDED TOUCHPOINTS
  18. 18. © 2015 Wide Ventures #6 REVENUE STREAMS Higher quality perception = higher price point = more revenue Branding and design add to your MVPs value 40K willcome.to we raised 40k from investors with a fully designed prototype 20k Kitaclub we sold ad banners to partners worth 20k with an MVP before going live 100K Kitaclub we raised 100k from an angel investor with a branded presentation CHF 3000 willcome.to we sold 3 white label products of our free mvp solution to companies for CHF 1000 each - by replacing our logo with theirs
  19. 19. © 2015 Wide Ventures #7 COST STRUCTURE Be prepared to pay: CHF 24’000 - 72’000 / year (Switzerland) “The fact that so many tech startups are founded by coders is a disadvantage when it comes to hiring a designer. After all, if you’re not a designer yourself, you won’t know where to look to find one, and even if you do find someone you might not know how to judge them.” TNW “Why can’t startups find designers?”. BUSINESS DEV. DEVELOPMENTDESIGN
  20. 20. © 2015 Wide Ventures #8 KEY METRICS Measure branding/design from the beginning Do they give you compliments? Do they use your product’s name? Do they remember the name? Do they criticize your solution or your branding/design?
  21. 21. © 2015 Wide Ventures #9 UNFAIR ADVANTAGE Use the halo effect for your purpose > airbnb Do not look like a swiss startup > willcome.to Be different through design > Kitaclub
  22. 22. © 2015 Wide Ventures 7 RULES TO ACHIEVE AN MVP WORTH PAYING FOR #1 The alternative to good design isn’t no design, it’ s bad design. #2 If it’s possible for a developer to ruin an UI, they will. So do not give him the possiblity. #3 Be consistent over all channels. #4 Do not outsource design, it does not work. #5 Fake it until you make it. #6 Use the halo effect of others to make you an angel. #7 Make your branding/design to your unfair adventages.
  23. 23. © 2015 Wide Ventures SHOW US YOUR MVP #WORTH PAYING FOR Thank you for your attention. michael@wide-ventures.com twitter: @wiedemic martin@wide-ventures.com twitter: @martinangehrn Wide Ventures ZH Weberstr. 7 8004 Zürich wide-ventures.com twitter: @WIDE_VENTURES Wide Ventures LX Rua Portas de Santo Antão, nº117 1150-266 Lisboa

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