Escolar Documentos
Profissional Documentos
Cultura Documentos
WPMM: EPSH
Winter 2015
Sebastian Schfer
Sebastian.schaefer@wiwi.uni-frankfurt.de
Thomas Funke
funke@wiwi.uni-frankfurt.de
Market
Opportunity Recognition
Pursuit of Opportunity
People
AND
Organization
Resources
AND
Capital
Entrepreneurship - WiSe 2015/2016
Vision
Strategy
Can we do it?
What resources are needed? What is the
blueprint for growth? Can we adapt?
Execution
Vision
What resources do I
have now?
Strategy
Execution
1. Big market?
2. Winning Strategy?
3. Excellent Team?
10
11
12
13
1.
2.
3.
4.
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
Goal: Make a competitive positioning chart: a twodimensional graph that plots the customers top two
priorities on either axis.
Put yourself and your competition (including the status
quo) on the map you should be in the top right corner.
And make sure your competitive position makes use of
your Core if not, you may need a different market
opportunity.
Hint: Useful to communicate qualitative value
proposition.
37
38
Customer Development
39
Has a problem
40
41
.or?
42
Customer Development
Product Development
Concept/ Bus.
Plan
Product Dev.
Alpha / Beta
Test
Launch / 1st
Ship
Customer Development
(Steve Blank)
Entrepreneurship - WiSe 2015/2016
43
Customer Development
Product Development
Concept/ Bus.
Plan
Product Dev.
Alpha / Beta
Test
Launch / 1st
Ship
Customer Development
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
(Steve Blank)
Entrepreneurship - WiSe 2015/2016
44
45
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
46
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
47
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
48
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
49
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
50
Customer Development
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
Customer Discovery:
Find a problem worth solving!
Find a potential solution!
Customer Validation:
Validate that this solution works!
Validate a business model!
(Steve Blank)
Entrepreneurship - WiSe 2015/2016
51
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
52
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
Do they care?
(Steve Blank)
Entrepreneurship - WiSe 2015/2016
53
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building
(Steve Blank)
Entrepreneurship - WiSe 2015/2016
54
Customer
Discovery
assumptions
Customer
Validation
Customer
Creation
Company
Building
validation/revision
of assumptions
55
56
57
58
59
60
61
Example MOM-Test
You: Mom, I have an idea for a business can I run it by you?
Mom: Of course, dear.
62
You: Okay, so would you ever buy an app which was like a
cookbook for your iPad?
Mom: Hmmm
63
But
You: Mom, I have an idea for a business can I run it by you?
Mom: Of course, dear. Im proud of you and I dont want to hurt
your feelings
You: You like your iPad, right? You use it a lot?
Mom: Sure, its great I only use it to read emails on the sofa
and surf the internet
64
You: Okay, so would you ever buy an app which was like a cookbook
for your iPad?
Mom: Hmmm As if I need another cookbook at my age.
You: And it only costs $40 thats cheaper than those hardcovers on
your shelve
Mom: I love cookbooks, sounds nice. Does it come with vegan recipes?
Or something special for Xmas? Well, I have plenty of cookbooks. I
dont need a computer in the kitchen It might get dirty! App? I never
bought an app. Arent they supposed to be $1? Do you need your credit
card for that? Let me try to change the subject
Entrepreneurship - WiSe 2015/2016
65
Customer interviews
Interview set-up
1.
2.
3.
66
Customer Interviews
67
Exercise
Design an interview guide and write down some questions in order to test whether there is
a market need for this invention.
68
Question 1:
69
Question 1:
70
Question 1:
71
Question 2:
Tell me about X!
72
Question 2:
Tell me about X!
73
Question 3:
74
Question 3:
75
Question 4:
76
Question 4:
77
Question 5:
78
Question 5:
79
Question 6:
80
Question 6:
81
Question 7:
82
Question 7:
83
Question 8:
84
Question 8:
85
Question 9:
86
Question 9:
87
Question 10:
88
Question 10:
89
Good Questions
Did or Do NEVER
would
Dont assume
problems
Dont ask for opinions,
rather let them speak
about
experiences/examples
Entrepreneurship - WiSe 2015/2016
90
A carrot
http://startupgeist.com/
91
Understanding Feedback
92
Feedback:
93
Feedback:
94
Feedback:
95
Feedback:
96
Feedback:
97
Feedback:
98
Feedback:
99
Feedback:
100
Feedback:
101
Feedback:
102
103
104
105
106
107
108
109
110
111
Exemplary Questions
1. Many startups fail because they dont address a market need. What can you do
to avoid this? Which concept(s) are relevant?
2. Assume you were co-founder of studentica. You are now responsible for doing
the primary market research and talk to customers. Who are your customers
and how can they be described? Which questions would you ask and why?
112
Recommended Videos
113