ATVINNU- OG NÝSKÖPUNARHELGIN  

@GUDJON, ERINDI  

#SWICE @StartupWeekend    

ATVINNU- OG NÝSKÖPUNARHELGIN  

@gudjon  

URL.IS/5p8  

GUÐJÓN MÁR GUÐJÓNSSON  

STOFNAÐ NOKKUR FYRIRTÆKI  STOFNAÐI GR SOFTWARE 14 ÁRA  

BREYTTI NAFNINU Í GR INTERNATIONAL 6 MÁN SÍÐAR…  

iceland  

ZENZUZ  

ÞEMA DAGSINS

“LEAN STARTUP” LEIKREGLUR

FRUMKVÖÐLAR ERU ALLSSTAÐAR FRUMKVÖÐLAMENNING ER STJÓRNUN

SANNGILDUR LÆRDÓMUR SMÍÐUM – MÆLUM - LÆRUM

NÝSKÖPUNARMAT

“LEAN STARTUP”

SPROTAFYRIRTÆKI ER MANNLEG STOFNUN ÆTLAÐ AÐ AFHENDA VÖRU EÐA ÞJÓNUSTU VIÐ HÁMARKS ÓVISSU. EKKI SPURNING UM STÆRÐ, TEGUND EÐA MARKAÐ.

“LEAN STARTUP”

SPROTI

TILRAUN =

SKREF 1

FRAMTÍÐARSÝN OG TILGANGUR

HVERNIG TÓKST OKKUR AÐ FARA TIL  

TUNGLSINS?  

FRAMTÍÐAR- MEÐ EINFALDRI

SÝN

"...I BELIEVE THAT THIS NATION

SHOULD COMMIT ITSELF TO ACHIEVING

THE GOAL, BEFORE THIS DECADE IS OUT,

OF LANDING A MAN ON THE MOON AND

RETURNING HIM SAFELY TO THE

EARTH…” 25. MAÍ 1961  

SAGÐI ÞÁ BÓKARINN HJÁ NASA

“ÉG VINN VIÐ AÐ KOMA MANNI TIL TUNGLSINS…”

SPACEPEN USA GERIR

KO$TAR MILLIONS

FISHER AG-7 SPACE PEN

RÚSSAR FARA MEÐ

BLÝANT!

WHY

WHY

TILGANGURINN FYRIR HVAÐ STÖNDUM VIÐ?

TIL HVERS?

HUGSJÓNIN

HOW

WHY

HOW

WHY

WHAT

SKREF 2

GERIÐ ÁÆTLUN GERIÐ LEAN BUSINESS CANVAS  

“PLAN A”

LEAN  CANVAS  PROBLEM  TOP  3  PROBLEMS                

SOLUTION  TOP  3  SOLUTIONS                

COST  STRUCTURE  CUSTOMER  ACQUISTION  COST.  DISTRIBUTION  COST.  HOSTING.  PEOPLE            

REVENUE  STREAMS  REVENUE  MODEL.    LIFE  TIME  VALUE.  REVENUE.  GROSS  MARGIN.            

UNIQUE  VALUE  PROPOSITION  SINGLE,  CLEAR,  COMPELLING  MESSAGE  THAT  STATE  WAY  YOU  ARE  DIFFERENT  AND  WORTH  BUYING                

UNFAIR  ADVANTAGE  CAN’T  BE  EASILY  COPIED  OR  BOUGHT            

CHANNELS  PATH  TO  CUSTOMERS              

CUSTOMER  SEGMENTS  TARGET  CUSTOMERS                  

KEY  METRICS  KEY  ACTIVITIES  YOU  MEASURE              

FÁIÐ YKKUR BUSINESS MODEL GENERATION BÓKINA  

LEAN  CANVAS  PROBLEM  TOP  3  PROBLEMS                

SOLUTION  TOP  3  SOLUTIONS                

COST  STRUCTURE  CUSTOMER  ACQUISTION  COST.  DISTRIBUTION  COST.  HOSTING.  PEOPLE            

REVENUE  STREAMS  REVENUE  MODEL.    LIFE  TIME  VALUE.  REVENUE.  GROSS  MARGIN.            

UNIQUE  VALUE  PROPOSITION  SINGLE,  CLEAR,  COMPELLING  MESSAGE  THAT  STATE  WAY  YOU  ARE  DIFFERENT  AND  WORTH  BUYING                

UNFAIR  ADVANTAGE  CAN’T  BE  EASILY  COPIED  OR  BOUGHT            

CHANNELS  PATH  TO  CUSTOMERS              

CUSTOMER  SEGMENTS  TARGET  CUSTOMERS                  

KEY  METRICS  KEY  ACTIVITIES  YOU  MEASURE               4! 1!1! 2!

3!

6!

5! 5!

7!

“PLAN A”

“PLAN SEM GENGUR UPP”

FRÁ

YFIR Í

SJÁLFSPRETTA

SÝNIÐ VEXTI ÞOLIMÆÐI EN ÓÞOLIMÆÐI VIÐ TEKJUR!

TALIÐ UM HUGMYNDINA YKKAR! OPIN NÝSKÖPUN ER FRAMTÍÐIN!

BYRJIÐ STRAX MEÐ BLOGG & EHF FRAMTÍÐARSÝNIN MUN FLYTJA YKKUR YFIR FJÖLLIN!

BYRJIÐ EINFALT HAFIÐ GÓÐA SÖGU. ÞAÐ MÁ BREYTA

NÆSTA SKREF

FINNIÐ MESTU ÁHÆTTUNA Í

YKKAR ÁÆTLUN FORGANGSRAÐIÐ OG UNDIRBÚIÐ TILRAUNIR!  

NÆSTA SKREF

STÖÐUGAR PRÓFANIR

THOMAS EDISON  VAR 3 MÁNUÐI Í SKÓLA  

HÉLT KENNARI HANS FRAM  "TOO  STUPID  TO  LEARN  ANYTHING"  

NÆSTA SKREF

LÆRIÐ UM VANDAMÁLIN

VIÐTÖL VIÐ VIÐSKIPTAVINI “THE PROBLEM INTERVIEW”

NÆSTA SKREF

SKILGREINIÐ LAUSNIR

VIÐTÖL VIÐ VIÐSKIPTAVINI “THE SOLUTION INTERVIEW”

HAFÐU STÓR MARKMIÐ  

NÁÐU  ÞEIM  Í  MÖRGUM  ÁFÖNGUM  

ÞAR SEM VIÐ ÖLL

HVERS VEGNA EKKI AÐ HUGSA

STÓRT  

HUGSUM  

LÁMARKS HAGKVÆMIN VARA (MINIMUM VIABLE PRODUCT)

LÁMARKIÐ   HAGKVÆMNI  FYRSTA

ÚTGÁFA AF VÖRUNNI  

NÆSTA SKREF

SKILGREINIÐ LAUSNIR

UNDIRBÚIÐ ÚTGÁFU 1.0

STRAX ÚT AÐ SELJA !  

NÆSTA SKREF

KANNIÐ TILGÁTURNAR

MÆLIÐ ÁRANGURINN

SANNGILDUR LÆRDÓMUR  

LÆRIÐ AÐ MÆLA RÉTT  

NÆSTA SKREF

SANNGILDUR LÆRDÓMUR PR/MÁN  

2012

DÆMI: STJÓRNARFUNDIR BYGGÐIR Á SANNGILDUM LÆRDÓM  

SMÍÐUM  

MÆLUM  LÆRUM  

STÖÐUGT NÝSKÖPUNARMAT

SKILGREIND GRUNN VARA  •  LÁMARKS HAGKVÆM

VARA ÚT Á MARKAÐINN OG STÖÐUGAR MÆLINGAR Á VIÐTÖKUM  

STILLUM VÉLINA •  TILRAUNIR TIL AÐ SJÁ

HVAÐ MÁ BÆTA TIL AÐ KOMAST FRÁ GRUNNI YFIR Í HAGKVÆMUSTU ÚTGÁFU

VENDING EÐA ÞRAUKA •  EF TILRAUNIR BERA

EKKI ÁRANGUR ER TÍMI TIL AÐ VENDA (PIVOT)

VENDING (PIVOT)

BYGGIR Á MÆLANLEGU NÝSKÖPUNARMATI OG

SANNREYNDUM LÆRDÓM

HRAÐI !

GALDURINN ER LÁMARKSTÍMI Á MILLI VENDINGA

VENDING  (PIVOT) SEP ‘11 OKT ‘11 DES ‘12 JAN ‘12 FEB ‘12

CUSTOMER  SEGMENT  PIVOT

CUSTOMER  NEED  PIVOT

PLATFORM  PIVOT  

BUSINESS  ARCHITECTURE    PIVOT

VALUE  CAPTURE  PIVOT

ENGINE  OF  GROWTH  PIVOT

CHANNEL  PIVOT

TECHNOLOGY  PIVOT

LEAN%CANVAS%PROBLEM(TOP(3(PROBLEMS(%%%%%%%

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COST(STRUCTURE(CUSTOMER(ACQUISTION(COST.(DISTRIBUTION(COST.(HOSTING.(PEOPLE(%%%%%

REVENUE(STREAMS(REVENUE(MODEL.((LIFE(TIME(VALUE.(REVENUE.(GROSS(MARGIN.(%%%%%

UNIQUE(VALUE(PROPOSITION(SINGLE,(CLEAR,(COMPELLING(MESSAGE(THAT(STATE(WAY(YOU(ARE(DIFFERENT(AND(WORTH(BUYING(%%%%%%%

UNFAIR(ADVANTAGE(CAN’T(BE(EASILY(COPIED(OR(BOUGHT(%%%%%

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UNIQUE(VALUE(PROPOSITION(SINGLE,(CLEAR,(COMPELLING(MESSAGE(THAT(STATE(WAY(YOU(ARE(DIFFERENT(AND(WORTH(BUYING(%%%%%%%

UNFAIR(ADVANTAGE(CAN’T(BE(EASILY(COPIED(OR(BOUGHT(%%%%%

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CUSTOMER(SEGMENTS(TARGET(CUSTOMERS(%%%%%%%%

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UNIQUE(VALUE(PROPOSITION(SINGLE,(CLEAR,(COMPELLING(MESSAGE(THAT(STATE(WAY(YOU(ARE(DIFFERENT(AND(WORTH(BUYING(%%%%%%%

UNFAIR(ADVANTAGE(CAN’T(BE(EASILY(COPIED(OR(BOUGHT(%%%%%

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UNIQUE(VALUE(PROPOSITION(SINGLE,(CLEAR,(COMPELLING(MESSAGE(THAT(STATE(WAY(YOU(ARE(DIFFERENT(AND(WORTH(BUYING(%%%%%%%

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COST(STRUCTURE(CUSTOMER(ACQUISTION(COST.(DISTRIBUTION(COST.(HOSTING.(PEOPLE(%%%%%

REVENUE(STREAMS(REVENUE(MODEL.((LIFE(TIME(VALUE.(REVENUE.(GROSS(MARGIN.(%%%%%

UNIQUE(VALUE(PROPOSITION(SINGLE,(CLEAR,(COMPELLING(MESSAGE(THAT(STATE(WAY(YOU(ARE(DIFFERENT(AND(WORTH(BUYING(%%%%%%%

UNFAIR(ADVANTAGE(CAN’T(BE(EASILY(COPIED(OR(BOUGHT(%%%%%

CHANNELS(PATH(TO(CUSTOMERS(%%%%%%

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KEY(METRICS(KEY(ACTIVITIES(YOU(MEASURE(%%%%%%

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UNFAIR(ADVANTAGE(CAN’T(BE(EASILY(COPIED(OR(BOUGHT(%%%%%

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CUSTOMER(SEGMENTS(TARGET(CUSTOMERS(%%%%%%%%

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REVENUE(STREAMS(REVENUE(MODEL.((LIFE(TIME(VALUE.(REVENUE.(GROSS(MARGIN.(%%%%%

UNIQUE(VALUE(PROPOSITION(SINGLE,(CLEAR,(COMPELLING(MESSAGE(THAT(STATE(WAY(YOU(ARE(DIFFERENT(AND(WORTH(BUYING(%%%%%%%

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KEY(METRICS(KEY(ACTIVITIES(YOU(MEASURE(%%%%%%

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COST(STRUCTURE(CUSTOMER(ACQUISTION(COST.(DISTRIBUTION(COST.(HOSTING.(PEOPLE(%%%%%

REVENUE(STREAMS(REVENUE(MODEL.((LIFE(TIME(VALUE.(REVENUE.(GROSS(MARGIN.(%%%%%

UNIQUE(VALUE(PROPOSITION(SINGLE,(CLEAR,(COMPELLING(MESSAGE(THAT(STATE(WAY(YOU(ARE(DIFFERENT(AND(WORTH(BUYING(%%%%%%%

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KEY(METRICS(KEY(ACTIVITIES(YOU(MEASURE(%%%%%%

USER

MEDIZZA TV CAS MODULE AUTH PROXY

EPG IMPORTER

WEB PLAYER (STATELESS)

FLASH MEDIA SERVER

FLASH DRM

SUMS CRM

XML SCHEDULE

INTERNET

Med

izza

hos

ting !

365!

Publ

ic in

tern

et!

SVOD%

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WIDEVINE DRM

ADOBE SECURE STREAMING

MEDIZZA TV

SUMS WS

WS

INTERNET

iPad / iPhone App! Web (PC/Mac)!

DRM DRM

MAC

HEADEND ÚTSENDING

IP VIDEO

KRÓKHÁLS

CONTENT OWNERS

MANAGE

PROTECT

MONETIZE

PUBLISH

ANALYZE

CHANNEL CREATORS + VOD

AUTHORING

ADS NETWORK

AD AGENCY

CDN STREAMING NODES

TV PORTAL OFFERINGS

12% CUT

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6% CUT

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Phase 1!

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SVOD%

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ADOBE SECURE STREAMING

MEDIZZA TV

SUMS WS

WS

INTERNET

iPad / iPhone App! Web (PC/Mac)!

DRM DRM

MAC

HEADEND ÚTSENDING

IP VIDEO

KRÓKHÁLS

CONTENT OWNERS

MANAGE

PROTECT

MONETIZE

PUBLISH

ANALYZE

CHANNEL CREATORS + VOD

AUTHORING

ADS NETWORK

AD AGENCY

CDN STREAMING NODES

TV PORTAL OFFERINGS

12% CUT

12% CUT

6% CUT

50% CUT

FREE

FREE

FREE

MEDIZZA TV RUNTIME

DEVICE VENDORS

FREE

SLA

SLA

$199 pr/TB

Phase 1!

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SPROTASTIG

1. UMFERÐ

2. UMFERÐ

3. UMFERÐ

TÍMI/ÞROSKI

FJÁ

RFLÆ

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ENGLAR, FFF FRUM FJÁRFESTAR

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FRUMSTIG FRAMHALDSSTIG FRAMHALDS ÚTBOÐ

SKRÁÐ FÉLAG

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HTTP://QUORA.COM/WHAT-­‐BOOKS-­‐ARE-­‐ON-­‐YOUR-­‐MUST-­‐READ-­‐LIST-­‐FOR-­‐WEB-­‐STARTUPS    

“OKKUR LÍKAÐI EKKI TÓNNINN, ENDA ER GÍTARSPIL Á ÚTLEIÐ.”

DECCA RECORDING COMPANY NEITAÐI BÍTLUNUM, 1962  

“HVER Í ÓSKÖPUN Á EFTIR AÐ VILJA HEYRA

LEIKARANA TALA?” H.M. WARNER, WARNER BROTHERS, 1927  

“ÉG TEL HEIMSMARKAÐ FYRIR LÍKLEGA

UM FIMM TÖLVUR.”

THOMAS WATSON, STJÓRNARFORMAÐUR IBM, 1943  

“TÖLVUR Í FRAMTÍÐINNI

MEGA HELST EKKI VERA ÞYNGRI EN

1,5 TONN.” POPULAR MECHANICS TÍMARITIÐ UM SPÁ SÍNA UM ÞRÓUN TÖLVUNNAR ÁRIÐ 1949  

“VONLAUS SEM TÓNSKÁLD” SAGÐI KENNARI BEETHOVEN

VAR REKINN ÚR KÖRFUBOLTALIÐINU Í GAGGÓ

MICHAEL JORDAN

"I'VE FAILED OVER AND OVER AGAIN IN MY LIFE. THAT IS WHY I SUCCEED."

WALT DISNEY VAR REKINN FYRIR AÐ HAFA EKKI

FÓR SÍÐAR NOKKRUM SINNUM Á HAUSINN

HUGMYNDAFLUG EÐA GÓÐA HUGMYNDIR  

ÁÐUR EN HANN STOFNAR WALT DISNEY COMPANY  

SKYLDULESNING

Me r k i H u gmynd a r á ! u n e y t i s i n sMerki Hugmyndará!uneytisins er byggt á skilgreiningu Demókrítosar á or!inu hugmynd. Demókrítos var grískur heimspekingur uppi á 4. öld fyrir krist. Hann trú!i á kenningar um a! alheimurinn væri bygg!ur úr einu og sama efninu. Demókrítos nota!i or!i! hugmynd um frumeindir heimsins, "ær eindir sem greinast hver frá annarri a!eins hva! var!ar lögun, skipulag og sta!setningu, byggingarefni alls.

Merki! er byggt á tveimur táknum; Ljósaperunni sem er algengasta táknmyndin fyrir hugmynd skv. rannsóknum. og svo tákni atómsins sem er skilgreint sem hugmynd skv. Demókrítosi og er einnig margvísleg tenging vi! tækni og vísindi.

Sporbaugar merkisins "#!a "ær mismunandi brautir sem einstaklingar innan Hugmyndará!uneytisins eru á. $ar sem brautirnar skerast ver!ur samruni sem ver!ur a! gó!ri hugmynd (ljósaperan). Sameindin er tákn fyrir einstaklingin.

Hugmyndará!uneyti! er léttur félagsskapur skapandi einstaklinga, merki! er "ví litríkt og létt.

L i t i rEftirfarandi eru CMYK gildi merkisins.

K80 M35 Y100 C40 Y100 C100 M12

Neg a t í v ú t g á f a$essi útgáfa er a!eins notu! á 93% svörtum grunni. Hægri útgáfan er notu! í pláss "ar sem lárétta útgáfan henntar ekki.

Pó s i t í v ú t g á f a$essi útgáfa er hugsu! me! dekkra merkinu í prenti, t.d. á hverskonar lesefni og er a!eins notu! á hvítum grunni. Hægri útgáfan er notu! í pláss "ar sem lárétta útgáfan henntar ekki.

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