Slides from the class at Solvay Brussels School. How to identify and validate your startup idea. Intro to the Design Thinking approach, Business Model Canvas and Customer Development

1. 0.
Introduction to
entrepreneurship
Frédéric Ooms (@fredooms)
www.thebraintwist.com

2. 0.

3. Tom and Anne, 26 and 24, PhD
3

4. Sarah, 25, Business School
4

5. VivesII - Investment
Manager
5

6. BLOG-
THEBRAINTWIST.COM
6

7. Killer idea...

8. Lots of $$$$$$$$$...
8

9. A lot of them fail...
9

10. How could I help them?

11. + +
My toolbox...

12. think outside of the
box...

13. 1.
“Design thinking can be described as a discipline that uses the designer’s
sensibility and methods to match people’s needs with what is
technologically feasible and what a viable business strategy can convert into
customer value and market opportunity.” - Tim Brown (Ideo)

16. The Deep Dive

17. Business
(viable)
Human
values
(usability,desirability)
Technology
(feasibility)

18. Uncertainty Business Clarity
(viable)
Human
values
(usability,desirability)
Technology
(feasibility)
“Design thinking can be described as a discipline that uses the designer’s
Inspiration Ideation Implement
sensibility and methods to match people’s needs with what is
technologically feasible and what a viable business strategy can convert into
Synthesize Prototyping
customer value and market opportunity.” - Tim Brown (Ideo)

19. “Genius is 1% inspiration and
99% perspiration”
Thomas Edison
INSPIRATION
Stock your creative reservoir
before you go fishing for
ideas

20. Spend some time defining the right question
(Identify a design challenge)
?

21. Define constraints...

22. Spend some time defining the right question
(Identify a design challenge)
How can we raise kids' awareness of the benefits
of fresh food so they can make better choices?
What global challenge do you think innovation
leaders should work to solve right now?
How might we increase the availability of
affordable learning tools & services for students
in the developing world?

23. Design
challenge
5 minutes
exercice

24. leave the school !

25. leave

26. IDEAS COME FROM
EVERYWHERE
“Ideas are coming from
everywhere” - Marissa
Mayer

27. Learning is everywhere

28. Learning is everywhere
Netfix

29. Learning is everywhere

30. Being empathic (observe)
step into someone else’s shoes

31. Being empathic (observe)
look through customers’ eyes

32. Being empathic (observe)
and ...defer judgment

33. Never stop asking open questions
and challenge the status quo
Ask questions with the same
innocence as a child
+ 5 Why...
+ What if...
+ Why not...
+ How else can we do this...
+ How can we improve this...

34. Being empathic (observe)
The ability
to step
outside of
yourself...
source Ideo

35. Being empathic (observe)
...and see the
world as
other people
see it
source Ideo

36. Conduct interviews

37. Ideo Method cards: http://www.ideo.com/by-ideo/method-cards

38. synthesize

41. 5 minutes
exercice

42. Ideation

43. Brainstorming rules
Don’t Do it the IDEO way
- the boss speaks first + defer judgment
- everybody gets a turn + build on the ideas of others
- experts only please + encourage wild ideas
- do it off-site + go for quantity
- no silly stuff + be visual
- write down everything + stay focused on the topic
+ one conversation at a time

44. Classify
and Vote

45. “What I hear, I forget
What I see, I remember
What I do, I understand”
Lao Tse
Prototyping
“Language is convincing
Seeing is believing
Touching is reality”
Alan Key

46. The Marshmallow exercice

47. Build to learn...and iterate fast
& cheap

48. Build to learn...and be open-minded
to feedbacks

49. Build to learn...

50. Build to learn...
source Ideo

51. Build to learn...

52. Build to learn...
www.balsamiq.com/

53. Build to learn and test all your
hypothese..

54. Build to learn and test all your
hypothese..
+

55. Build to learn and test all your
hypothese..
Keep
It
Simple
Stupid

56. Great exemples

57. Being empathic (observe)
Insulin purity vs patient convenience

58. Being empathic

59. Being empathic

62. Implement
“An idea is not a company...”
- Steve Blank

63. 2. JUST DO IT!

64. Build a great A team...
64

65. The team

66. +
Design
Challenge
+