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Lean Startup and business model canvas
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린스타트업 코리아 세미나
비즈니스 모델 캔버스 알아보기
FT Accelerator/ Boom Media / Seoul Space
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup is …
Lean Startup은고객 개발 방법론과 애자일 개발 방법론을 기반으로 한다.
고객 개발 방법론을 통해 제품/서비스 가설을 검증하고, 애자일 개발방법론을 통해 필요한 핵심 기능과 빠른 고객 대응을 제공한다.
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s goal is …
Startup
Big Company
Low Money, Many Iterator
Many Money, One Shot One Kill!
Extreme uncertainty … Zombie!
No waste time & money
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LEAN STARTUP KOREA
How to Lean Startup?
Ideas
CodeData
BuildLearn
Measure
Lean Startup은만들고, 측정하고, 배우는 순환 고리를 가진다.
순환고리를 거치면서 낭비를 줄이고 가설을 검증으로바꾸어 비즈니스 성공 가능성을 높인다.
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s MVP
Ideas
CodeData
BuildLearn
Measure
Validation Product
Lean Startup’s MVP는만들고, 측정하고, 배우는 순환 고리를 통한 최소 기능 제품이다.
MVP로 고객에게 전달할 핵심 가치에 기반한 제품을 만들어 판매한다.
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
How to MVP ?
완성도 낮은 MVP(Low-fidelity MVP)는 최소한의 기능으로 실제
제품의 형태만을 모방하여, 고객의 문제에 대한 유효성을 검증하고 피드백을모으는데 주로 사용된다.
완성도 높은 MVP(High-fidelity MVP)는 실제 제품에 가깝게 구
현된 MVP로, 실제품에 가까운 형태로 고객의 솔루션에 대한 유효성을 검증하고 피드백을 모으는데 주로 사용된다.
Low-fidelity MVP
High-fidelity MVP
문제 유효성 검증
제품 유효성 검증
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup Running …
Ideas
CodeData
BuildLearn
Measure
Ideas
CodeData
BuildLearn
Measure
Validation Business
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Search Stage
Search Business Model
Lean Startup’s Search Stage는고객을 발굴하고 고객이 실제 구매 고객으로 반영되는지 검증한다.만약 구매가 이루어지지 않거나 전환율 및 활성화율을 달성하지 못하면전환(pivot)을 수행한다.
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Execute Stage
Scale Business Model
Lean Startup’s Execute Stage는검증된 비즈니스 모델을 기반으로 반복과 확장이 가능한지 검토한다.반복과 확장이 가능하지 않다면 다시 Search Stage로 회귀한다.
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Lean Startup’s Business Score Card
Business Model Canvas
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LEAN STARTUP KOREA
Lean Startup’s Success Story
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LEAN STARTUP KOREA
Lean Startup’s Books
The Startup Owner’s ManualBy Steve Blank
The Bible of Lean Startups. Very Useful Story and Sign.
The Lean StartupBy Eric Ries
Great high level overview of all the principles of a Lean Startup.
린스타트업 코리아 번역 중, 에이콘 11월 출간 예정
Running LeanBy Ash Maurya
A practical guide to build a great lean startup from the creator of the lean canvas.
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Osterwalder’s book Business Model Generation (Wiley, 2010)
Business Model Canvas Business blueprint
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
9 Building Blocks
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LEAN STARTUP KOREA
1. Value Proposition Solves For Customer needs & problems
Value Proposition specifics areas:• Product Vision• Product Features & Benefits• Minimum Viable Product (MVP)
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
2. Customer Segment Who & Why to buy?
Customer Segment include 5 components:• Customer problems, needs or passions• Customer types• Customer archetypes• A day in the life of customer• Organizational map and customer influence map
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LEAN STARTUP KOREA
3. Channels Consider Channels and market types
Channel describes:• Consider “Fits” the Channel • Physical channel choice• Web/Mobile channel choice
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LEAN STARTUP KOREA
4. Customer Relationship Customer Activation and Referrals
Customer relationship’s strategies:• Get• Keep• Grow
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LEAN STARTUP KOREA
5. Key Resources Resources management
Key resources categories:• Physical• Financial• Human• Intellectual property
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LEAN STARTUP KOREA
6. Partners Value exchanges
Partner areas:• Strategic alliances• Cooperation between competitors• Joint new business• Key supplier relationships
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LEAN STARTUP KOREA
7. Key Activities How you’ll find & secure
Most important actions:• Production• Problem solving• Supply chain management• Go on?
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LEAN STARTUP KOREA
Financial sense 4 questions:1. How many of these things will we sell?2. What’s the revenue model?3. How much will we charge? 4. Does this add up to a business that’s worth doing?
8. Revenues Stream Financial sense
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LEAN STARTUP KOREA
Cost Consider:• Price• Fixed and variable costs• Lifetime value
9. Cost Structure Cost and Customer lifetime
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LEAN STARTUP KOREA
BMC Lessons Learned
Infrastructure CustomersValues(Offer)
Finance Sense
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LEAN STARTUP KOREA
BMC Perspective
Infrastructure(Budget, R&D …)
Customer Development
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LEAN STARTUP KOREA
BMC Perspective
Business Model reviewCost effectively and Waste
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LEAN STARTUP KOREA
Cost reduce:• Financial• Strategic• Personal
Value gain:• Better• Faster• Cheaper
BMC Perspective
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LEAN STARTUP KOREA
Example Nintendo’s wii Motion Game, Cost grow
Motion control game
Fun and group factor
Retail channel
Better console game
Royalty from dev.
Console production price
Tech-Development price
Motion control tech
General & Group
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LEAN STARTUP KOREA
Example Swatch Low cost, Lifestyle watch
Tend, low cost, fashion add to watch Retail
channel
Event
Guerrilla marketing
Mass & Trend Market
Sell swatch
Eliminate component
Brans, Design,Position
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LEAN STARTUP KOREA
Business Model Canvas, Download
http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf
About Lean Startup Korea
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
김일영 il young Kim
박찬 Chan Park
최원식 Wonshik Choi
Procter&Gamble, Adidas, Allianz life, 매일유업(CMO) 마케팅바이블 브랜드자산경영 오감브랜딩
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LEAN STARTUP KOREA
• WebSite: http://www.leanstartupkorea.com
• Facebook: https://www.facebook.com/groups/leanstartupkorea/
• Email: [email protected]
린스타트업코리아는 에릭 리스, 애쉬 마우어, 알렉산더 오스터왈드, 데이브 맥클루어, 브랜드 쿠퍼 와 더불어 린스타트업의 구루Guru인스티브 블랭크 와 밥 돌프 교수의 이론을 근거로 활동하고 있습니다.
<History>- 2012년 5월 27일 LeanStartupKorea.com WebSite Alpha- 2012년 6월 30일 Prelude to Lean Seminar, Seoul Design Center- 2012년 11월 1일 Facebook Group Open- 2013년 5월 21일 LeanStartupKorea.com WebSite Alpha 2 (site move)- 2013년 5월 23일 Lean Startup Intro 101- 2013년 6월 29일 LeanStartup Facebook Group 1,000 over- 2013년 7월 9일 S-Core(Samsung) Seminar, Lean Startup 101 & 103 - 2013년 8월 5일 LeanStartup Facebook Group 1,300 over- 2013년 8월 14일 LeanStartup Seminar & Opening
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
“린스타트업 코리아는 린스타트업을 한국에 알리고 공유하며,
창업의 올바른 비즈니스 모델로 자리매김하여
성공적인 창업과 운영에 기여한다.”
<주요 사업>
• 린스타트업 세미나 및 워크샵
• 린스타트업 커뮤니티 활동
• 린스타트업 컨설팅
© 2013 LeanStartupKorea.com All Rights Reserved.
LEAN STARTUP KOREA
Reference
1. Lean Startups, Eric Reis2. Lean Thinking, James P. Womack3. The Startup Owners Manual, Steven Blank4. Lean Entrepreneur, Brant Cooper 5. Business Model Generation, Alexander Osterwalder6. Harvard Business Review Entrepreneurship, Zanas Block7. Harvard Business Review Entrepreneurship, Ian C. Macmillan8. Harvard Business Review Entrepreneurship, Michael Nevens9. Harvard Business Review Entrepreneurship, Gregory L. Summe10.Harvard Business Review Entrepreneurship, Bro Uttal