Introduction to Lean Startup and the Lean Canvas developed by Ash Maurya.

1. WORKSHOP: LEAN CANVAS

2. Agenda
• Intro to Lean Startup
• The Lean Canvas
– Overview
– YOUR Lean Canvas
• Risks and challenges

3. The Problem

4. The Problem
Many startups begin with an idea for a product that they
think people want.
They spend months, perfecting that product without ever
showing the product, even in a very rudimentary form, to
the prospective customer.
When they fail to reach broad uptake from customers, it
is often because they never spoke to prospective
customers and determined whether or not the product
was interesting.
When customers ultimately communicate, through their
indifference, that they don't care about the idea, the
startup fails.

5. Lean Startup

6. Lean Startup
“If startups invest their time into building
products or services step by step to meet
the needs of early customers, they can
reduce the market risks and sidestep the
need for large amounts of initial project
funding and expensive product launches
and failures.”

7. Lean Startup
Build – measure - learn

8. Lean Startup
“The Lean Startup provides an […] approach
to creating and managing startups and get a
desired product to customers' hands faster.”

9. Lean Startup

10. Lean Startup

11. Lean Startup
• “Build- Measure- Learn”
• Customer Development
• MVP
• (Actionable) Metrics
• Pivot
• Agile Development
• Lean Canvas

12. LEAN CANVAS

13. Lean Canvas
“A different way to capture your Business
Model”

14. Lean Canvas
• One Page Solution, even for multisided
businesses
• Easy to understand
• Easy to create
• Fast to create
• Easy to adapt
• Easy to communicate
• Entrepreneur focus

15. Lean Canvas
1. Problem and existing alternatives
2. Customer Segments and Early Adopters
3. Unique Value Proposition
4. Solution (Key Features)
5. Channels to the customers
6. Revenue Model
7. Cost structure
8. Key Metrics
9. Unfair Advantage

16. Lean Canvas

17. Lean Canvas
1 2
1. Problem and Existing Alternatives
– What are the Top 3 Problems that you are solving?
– How are people solving the problems today?
2. Customer Segments and Early Adopters
– Who are your target customers?
– Out of these group who do you think are your first users (early Adopters)?

18. Lean Canvas
3
3. Unique Value Proposition (UVP)
• Why you are different and worth getting attention
• What makes you standing out?
• What is the number one problem you are solving
and for whom?
High Level Concept Pitch
• Helps you on your way to your UVP
• NOT YOUR UVP!!!
Examples for a High Level Concept Pitch:
“AirBnB for Language Education”
“Salesforce for Project Management”

19. Lean Canvas
4
4. Solution
• Top three features of your product
according to the problem you are
currently solving?
Example (KSNA)
1. Persian language
2. Easy access
3. Focus on Beginners Level

20. Lean Canvas
5
5. Channels (Your path to the customer)
• How do you reach your customers?
• Possible channels are:
– SEO
– Blogs/websites
– Facebook Ads
– Print Ads
– Word of mouth
– Events (Conferences, Tradeshows)
– Partnerships
– Friends
Examples
1. Tea talks (Bi- Language)
2. Sharing on Hackernews (Taskulu)
3. …….

21. Lean Canvas
7 6
6. Revenue Streams
– How are you going to make money? Not in three to five years but in 5 months?
– How much money with each revenue stream (What are the models, how much money per
customer)
7. Cost structure
– What are your upcoming operational costs? Not in three to five years but in the upcoming
months?
• Server, Salaries, software, advertising…….
When would be your break even?

22. Lean Canvas
8
8. Key Metrics
• The numbers that tell you how you are performing!
• Dave McClures Pirate Metrics:

23. Lean Canvas
9
9. Unfair Advantage
• What do you have that others don’t have and cannot
easily copy or buy?
Examples:
• Patent
• Endorsement by a well known expert
• Insider Information
• A team with outstanding experience and knowledge

24. Lean Canvas
TIME TO SHARE AND DISCUSS !

25. Lean Canvas
TIME TO GET FEEDBACK!

26. Feedback
Present your Canvas to one other team and ask
them for feedback
– Where did they have trouble to understand?
– Did they have the feeling you were to general/to
detailed?
– Could they think about different key features,
customers, additional channels,……

27. RISKS

28. Risks
Product Risks
Getting the product right
• Problem
• Unique Value Proposition
• High Level Concept
• Solution
• Key Metrics

29. Risks
Customer Risk
Building a path to customers
• Customer Segments
• Early Adopters
• Channels

30. Risks
Market Risk
Building a viable business
• Existing Alternatives
• Revenue Streams
• Cost structure
• Unfair Advantage

31. Lean Canvas
TIME TO GET FEEDBACK AGAIN!

32. Homework
• Present your canvas to at least one more
person and get their feedback
• Discuss the feedback you got and decide what
to implement
• Is there more than one customer segment?
– If yes, create a canvas for each of them and decide
which one you want to focus on!
• Find ways how to validate your risks