Aimforthemoon 0 to 1 playbook

AIMFORTHEMOON 0-1 PLAYBOOK

entrepreneur /en¡tre¡pre¡neur/

representative of a special breed; one who built successful businesses. Has an entrepreneurial DNA that allows him/her to hone in on his/her business skills - Gary Vaynerchuk

do you have what it takes?

Are you a tireless explorer fuelled by a big vision?

Are you a breathless optimist?

Are you seeing opportunities in every challenge?

Are you willing to go the extra mile?

Are you an independent spirit trusting your gut feeling?

Are you a doer?

Are you fearlessly embracing risks when others are running the opposite way?

Are you comfortable with uncertainty and determined to take action?

If yes, then you are ready!

WELCOME ON BOARD!

ABOUT 0-1 PLAYBOOK This playbook is an introduction to 0-1 process and the way Aimforthemoon works. It will guide you through the venture building phases, the checklist for each step and it will give you an idea about our community, our partners and our working rhythm.

The objective is to offer you a framework with processes, tools and guidance so that you can focus on the content.

Table of Contents Introduction 1.

2.

3.

About Aimforthemoon……………….

6

0-1 process …………………………..

7

The team……………………………… 9

HOW WE WORK 1.

2.

3.

4.

Support Team………………………..

Scrum Rhythm……………………….

Weekly Huddle……………………….

Execution Partners…………………..

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19

20

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0-1 process 1.

2.

3.

4.

5.

6.

7.

8.

9.

The Toolkit……………………………

Kick-off……………………………….

Scan…………………………………..

Sprint………………………………….

Build…………………………………..

Launch………………………………..

Independer Case Study…………….

Testimonials………………………….

Reading List………………………….

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24

27

32

36

39

41

45

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INTRODUCTION

STARTUP STUDIO AIMFORTHEMOON Aimforthemoon is a company that creates companies.

We see two worlds: the one of entrepreneurs who have the versatility and execution power and that of mature companies who have the power and resources. We connect and strengthen these two and together we create new products and services. We build teams and help them grow into independent, purpose-driven organisations.

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why 0-1 Process?

Every problem has a solution, but not every solution solves a problem.

0-1 means we start from scratch. We focus on the market first, before we go on exploring dierent ideas. When we can understand the problem and the customer very well, we can come up with appropriate solutions. When we reach 1, we have created an independent business and a team with whom we decide to either grow together or on our own.

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Important!

As an entrepreneur you come first!

The 0 to 1 is a proven process that helps communicate with the partner, since the level of uncertainty is very high. However, it is up to your creativity on how to use it. It gives a little bit of structure and direction to your brilliant ideas.

zero-to-one approach™ aimforthemoon Zero-to-one approach™

0

1

kick-off The kick-off is aimed at introducing you to the process, project and team. You will establish your working rhythm, the scope and initial ideas.

Scan

During this phase, the focus is on validating the problem and finding the customer-problem fit.

By analyzing the context of your project through market and startup scan, you will be able to identify potential target groups, come up with a few concepts and analyze their fit with the partners’ goals.

Sprint During the sprint, you will validate solutions with the focus on the problemsolution fit. You will iterate several MVP’s with the aim of validating or invalidating your riskiest assumptions related to the concept.

During this phase, you will validate your business model. You will build the first version of your business along with validating the growth engine, have your first active customers and define your name and brand.

Spin out, spin in or stop.

At this point you will have to decide if the venture will scale up or not, what form it will take depending on its added value and risk.

Build Next?

8

ENTREPRENEURS

CORPORATE PARTNERS

★

Become a successful entrepreneur ★ Practice his/her passion ★ Work with inspiring people ★ Choose his/her own direction

★

★

★ Accelerate

Drivers

THE TEAM Entrepreneurs and corporates are a perfect match. What challenges one, is fulfilled by the other.

Challenges Entrepreneurship is too risky ★ Can’t be impactful alone ★ Looking for the golden idea

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Pursue innovation ★ Find new technologies ★ Find new product areas ★ Stimulate entrepreneurial culture

internal ideas ★ Stay relevant in the future ★ Create new value for existing customers

brand promises

starting with an investor vs corporate You have the option to start a company on your own and then get an investor. In this case you are in the lead and there are more options to proceed with.

When you start with a corporate, the partner is in the lead, but the chance of succeeding is higher.

Learn

meet The corporate has the scaling power and access to many resources that will speed up the building of the venture.

The Aimforthemoon promise is that you will do the things that you like and are good at, learn to create a venture really fast and make an impact.

The advantage of working with a corporate is that when you want to talk to someone in the field, you talk to the right person. When you start alone, it is much more difficult.

Grow

create a business for the sake of the process or create a venture that you are part of

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Entrepreneurs Execution power | Agility | Passion

the sweet spot We believe in the power of collaboration. By connecting the execution power of entrepreneurs with the knowledge and resources of mature companies, we believe we create the perfect match.

It is difficult to succeed let alone to scale on your own. The goal is to explore together opportunities of co-creating ventures with entrepreneurs and corporate partners.

Corporate partners Resources | Network | Expertise

how we work

support team We are a diverse group of entrepreneurs and corporate innovators sharing the passion for venture creation. We are driven by our ambition to create an impact and connect people. The support team has the mission to support entrepreneurs, corporate partners and teams through their journey. We are here to support you grow and reach your moonshot!

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niek

Jan

Femke

Jesse

Founder

Partnership Building

Community Leader

Founder

our community ‘first get the right people on the bus, then decide on the direction’ Our community consists of entrepreneurial, innovative, open-minded, self-confident, risk-taking, and visionary leaders: entrepreneurs and corporate partners. By focusing on multiple startups at the same time, we can share our learnings, challenges and help each other grow.

perks Startup Studio space Events & Workshops Free lunch & Drinks (Online) Community Opportunities 0-1 Sprintweek 14

Suzanne

joost

leonard

pim

Operations

Partnership Building

0-1 Delivery Expert

Marketing Lead

how we approach partnership building Partnership building is about creating trust, We build relationships by engaging with partners in an informal and professional way. We engage with them online (Newsletter, Social media, LinkedIn) and oine (Events, calls, personal introductions) 15

and are trying to understand their business challenges. Together we can define promising and actionable innovation challenges and we always focus on bringing value: inspiration, networking or business idea creation.

ROLE OF THE support team PER PHASE The role of the support team changes over the course of the zero-to-one project. For the commercial cooperation it is important that several partnerships agreements are made between the Corporate Partner, Entrepreneurs and Aimforthemoon. This is especially crucial when the venture reaches “one�.

Next, we provide an overview of the checklists and objectives of the support team during each phase.

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1. Kick-off meeting Set the stage for 0-1 cooperation ★

Determine counterpart for partnership building ★ Determine initial KPI for success ★ Agree on investment per phase ★ Make sure partner is open to the discussion about the entrepreneurial upside in the sprint phase ★ Discuss the investment of entrepreneurs and Aimforthemoon ★ Share debrief project ★ Team selection

3. sprint phase Commercial discussions with the partner including investment and entrepreneurial upside ★

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Meeting for Go/No go criteria to build phase ★ Evaluate team needed to build company ★ Negotiate options after build (Spin in / Spin out / Stop) ★ Business case for build investment (week 6) ★ Determine founding team and what needs to be added or changed to launch ★ Discuss options for the entrepreneurial upside for the entrepreneurs ★ Agree upon IP and the definition of the IP that will be created (is it product, brand, algorithms?) ★ Define the metrics needed to determine that the business is at “one” ★ Work proposal for next phase (including business case) ★ Discuss long term commitment of Aimforthemoon via Aimforthemoon ventures

Text

focus and the supp

2. scan phase priority on process and execution of the agreed deliverables ★

Evaluation meetings for scan phase based on 360 feedback in week 2 and week 6 ★ Sprint preparation meeting in week 4 ★ Meet other stakeholders and influencers (plan multiple meetings during period of collaboration)

checklist of ort team

4. Build phase Help the team grow the best startup team possible, deliver the best business and make sure everything that has been agreed is implemented Checklist Spin In: ★ Create path to embed in organisation ★ Contracts and documents needed to “hand over” business ★ Monthly evaluation team progress ★ Offer to entrepreneurs ★ Create definitive team ★ Create investment deck (business case and investment proposal)

Checklist Spin Out: ★ Create legal entities and documents needed to hand over business as spin out ★ Contracts and documents needed to “hand over” business ★ Monthly evaluation team progress ★ Offer to entrepreneurs ★ Create definitive team ★ Create investment deck (business case and investment proposal)

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Responsible for maximising the value of the product and the work of the Development Team

scrum master

scrum rhythm

Responsible for ensuring that Scrum is understood and enacted

Scrum is a process framework that has been used to manage complex product development. At its heart is the Sprint, a time box of a month or less in which a “Done” (potential product) is created. For a more detailed explanation of this framework, check this nice Scrum guide.

• • •

sprint planning • • •

What did I do yesterday What I will do today What are the impediments

Backlog (product items and the plan to deliver them) Tasks Goals

sprint review

daily scrum meeting

• • •

Scrum TEAM

development team

Presentation Reviews Inspect and Adapt the Product Backlog

sprint retrospective

product owner

A team of at least 3 professionals responsible for delivering a potential product by the end of each Sprint

Principles

Adaptation • • •

What went well Improvements Actions

Transparency 19

Inspection

the huddle The Huddle, or the weekly stand up, is part of our working rhythm and an important way of connecting the community. It is a compulsory gathering and the only time when all of the teams can update each other on their progress or ask a help question.

Every Wednesday morning from 9 till 10, we meet each other and share successes, learnings, challenges as a community and help each other grow.

what we share ★

most important achievement of the last week ★ the focus for the upcoming week ★ compliments for someone from the community ★ do you need help?

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Execution partners Our network of execution partners includes developers, designers, copywriters, growth hackers, pitch coaches, and many more not in house experts with whom we have worked with in creating new ventures.

Why? From the best talented individuals to the largest agencies with track record, we want to share our network and help each other in co-creating and growing tomorrow’s ventures.

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DESIGNERS

DEVELOPERS

MENTORS

LEGAL

ONLINE MARKETING

INVESTMENT

FINANCE

PROCESS

0-1 process

templates Checklists Tools Examples

the 0-1 toolkit why

From our experience, we know that when it comes to building a business, it can be challenging in terms of time and effort to decide which tools to use, what step to pursue next and what templates to create. This is why we have developed the 0-1 toolkit.

The toolkit is in the central google drive and includes a series of checklists, templates and examples from previous teams that will help you focus on content and execute in each phase of your 0-1 journey.

Note: Every phase has an evaluation document that we will use to constantly improve the 0-1 process

HOW IT IS STRUCTURED • • • •

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A fixed google drive structure based on 0-1 phases.

Introduction document with checklist for each phase Examples and templates per phase It is work in progress

In the next section of this playbook, we will explain each phase more in depth, providing you with a checklist for execution, as well as an overview of what to expect. At the end, you can also find a case study of the Independer team.

1. KICK-OFF

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Team

Kick-off hipster

hacker

This is where your adventure starts!

WHY? Before starting a project it is important to have a clear and mutual understanding of what needs to be done and how the project will be executed.

During the kick-o, you will get acquainted with the project and the team, you will define your initial scope and ideas.

project

hustler

Vision

Planning

Process

communication

Learn

measure 25

build

spin out

Joined venture with shared ownership

spin in

MANAGING EXPECTATIONS Before you start the scan phase, be aware that at this point you cannot know if the project will continue or not. Therefore, it is too early to talk about and decide which of these scenarios you will pursue.

The corporate incorporates the venture

Stop Aimforthemoon can use the IP

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2. SCAN

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scan

Goal The objective of the scan phase is to come to one or more concrete concepts to thoroughly validate during the sprint phase.

During the scan phase you will identify the most interesting target audience and validate its biggest pains. After conducting a market scan, designing first validation experiments and interviewing customers and experts, you will be able to define your concepts and possible business models.

Deliverable -

-

convince the partner that there is a customer problem fit with an opportunity worth validating more in the sprint phase prove the innovativeness and impact of the concepts pitch presentation with your future directions and focus for the next phase

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what to expect?

Scan is the most exciting phase During the first phase it is really difficult to make the corporate happy. Once you have traction, for example 100 customers in one month, then this is a result.

As entreprenurs, we have to realize that the corporate is our investor and adapt a bit; not only focus on the vision, but first create an environment of trust and proof. The moment you are aligned, the corporate will invest in the next phase.

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As you already know by now, 0 means you start from scratch. This implies that the level of uncertainty is very high, making your entrepreneurial spirit flourish.

Therefore, the scan phase is your time to shine!

Prove yourself and show that you deserve to go to the next phase. At this point it is uncertain if the project will continue or if the team will stay in this format, therefore we cannot talk yet about investment or potential scenarios after the building phase.

TOOLS YOU can USE

PROCESS This is the process you will be following during Scan and next we provide a checklist for each of the steps. At the end of the playbook you can also find a case study of the Independer team to get an idea about the process they have been through.

1.

2.

3.

4.

5.

customer discovery Competition analysis concept development strategic fit analysis PITCH presentation

Persona Canvas Customer Journey Business Model Canvas Value Proposition Canvas Partnership Canvas Team Canvas

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Checklist Scan phase 1. customer discovery ★

Define different customer segments ★ Define the customer journey with the pains and needs of your target ★ Engage in interviews with industry experts ★ Identify the profile of your persona

2. cOMPETITION aNALYSIS Startup Scan ★ Identify relevant trends through startup scanning ★ Shortlist of startups in the same business or using a relevant technology, solution or business model Market Scan ★ Direct and indirect competitors ★ Industry, tech, social trends and business models ★ Expert interviews 31

3. CONCEPT DEVELOPMENT ★

Initial BMC for each concept ★ Defining riskiest assumptions to test with concrete experiments during the next phase ★ Value Proposition Canvas to identify pains and gains ★ Concept Workshop ★ Basic Business Case based on market size and potential concept ★ Defining and running initial experiments

4. STRATEGIC FIT ANALYSIS ★

SWOT for identifying partner’s competitive advantage ★ Concept- Corporate Strategy Fit ★ Identify the corporate assets needed for the next phase ★ Team assessment, profile and commitment

3. Sprint

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Sprint

Goal The sprint phase is focused on validating your solution and business model. You will validate your riskiest assumptions related to your concept through conducting experiments.The objective is not to only validate if the product works, but also have a first insight in the most important growth metrics. Based on quick experiments, you will pivot your idea until you have a final concept to focus on during the build phase.

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Deliverable At the end of the sprint phase, you will pitch your moonshot to the corporate partner. You will include the roadmap to get there (business and product wise), a validated business case and the founding team needed to succeed. You want to convince the partner to invest in building the business through actual results and added value.

TOOLS YOU can USE

The PROCESS during sprint Javelin Board Experiment Map MVP Experiment Canvas

1.

2.

3.

4.

5.

Select final concept Minimal viable products business case business road map team for execution

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SPRINT

Checklist SPRINT phase 1. select final concept ★

Define alternatives ★ Define success metrics ★ Learnings that confirm the concept should be executed

4. define business roadmap ★

2. Experiment with mvp's

Create moonshot business vision ★ Define processes to be optimised in the build phase ★ Define the business and road map

★

Define riskiest assumptions ★ Create hypotheses ★ Create experiment backlog ★ Define experiment velocity and volume ★ Validate with at least 30 active and paying customers

5. define team needed to execute ★

3. BUILD business case ★

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Define key business drivers ★ Estimate market and business size ★ Create a 3 year plan with estimated costs and risks

Define roles and activities ★ Define roles and profiles of the founding team ★ Introduce suggested team with strengths and weaknesses

4. Build

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Build

Goal Deliverable

During the Build phase you will focus on developing the first version of your business

have first version of your business

define the team needed to launch

get first active customers

validate the growth engine 37

define your brand

refine the business case

During the Build phase the focus is still on learning and experimenting. By the end you will have the first version of your business that will give you the first scalable traction with real customers and generate the first income.

Checklist build phase backlog ★

Define product backlog with priorities ★ Define sprints needed to create the product ★ Select partners/suppliers needed for execution ★ Define product team and roles

deLIVER business roadmap ★

Define first product to launch and business roadmap ★ Moonshot business vision ★ Optimise critical processes

CREATE LAUNCHING team ★

list of experiments

Define founders team ★ Define roles and responsibilities needed to execute ★ Acquisition of new team members or experts ★ Connect partners needed to launch

★

Backlog of features to test ★ Define measurement tools ★ Define hypotheses ★ Define success metrics ★ Define experiment velocity

DEFINITE business case ★

Detailed projection of important metrics ★ Define budget for launch ★ Update key business drivers ★ Create 3 year projection defining biggest risks

MARKETING, SALES AND GROWTH PLAN ★

Create a growth plan ★ Define acquisition channels ★ Define costs and customer value ★Acquire paying customers

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5. WHAT NEXT?

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scenarios at 1 Spin out

The business will be run as an independent company outside the corporate. It will be a joint venture with shared ownership

For innovation too risky to do yourself

spin in

The corporate incorporates the venture and can do whatever it wants with the IP

For innovation that needs to be scaled internally

Stop

Aimforthemoon can do whatever they want with the IP such as continue the venture and look for other investors or corporate partners

For innovation perceived to have no added value 40

6. Case study Independer x Aimforthemoon

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Objective

INDEPENDER Scan

★

Identify opportunities and determine the direction for possible new future pillars in consumer finance for Independer

AFTER 3 MONTHS OF SCANNING‌ 160

Respondents to survey among Independer Customers

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Interviews with Freelancers

4 and a lot of googling and researching

Expert interviews with 2 companies

2

Concept brainstorm sessions 42

important learnings Scan phase

I think it has been possible to realize two beautiful concepts and grow as a team. In addition, I became aware of the cultural differences.

The last 2 months have been very difficult, because it is beyond your comfort zone. One moment you feel “the king of the world� and the next you feel lost. Important learning: Do not think about it. Stay confident!

Everyone has demonstrated a great will to change, so as to get groundbreaking insights without losing sight of themselves.

I think that's the greatest achievement you can expect from a person.

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INDEPENDER SPRINT

Focus sprint ★

Validate and sharpen the concepts ★ Perform experiments with potential customers ★ Use the ‘concierge method’ with the first customers ★ Business Model Canvas ★ Business Case

Moonshot Independer wants to ensure that by 2021 everyone in the Netherlands wants to get their pension and can arrange for a care-free pension

Conclusions after THE SPRINT… ★ Activating

customers proved difficult, value model and compliance are uncertain ★ Problem is really large and there is hardly any online competition 44

What our entrepreneurs say

Cathelijne Kuiters

It can be really frustrating but see it as a learning process. I had some eye opening moments about myself and me becoming an entrepreneur. Use the process as a guideline, but remember that in the end you are the orchestra of your own success and happiness.

Margriet Buseman

Trust the process. Be as naive as you can be.

At times it can feel like it doesn’t get anywhere because you are always searching and searching. But really, if you want something durable in the end, you have to trust it and confront yourself with your own assumptions.

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Laurens van Leeuwen

Always be in touch with your customer. Is there actually a problem that you are solving? The first focus shouldn’t be scalability. During scan, create something that works for a few people and from there you can scale, iterate and improve.

Arjan Griffioen

“One of the biggest challenges is building the product and pushing it towards the market.

Failure is important. Working with the corporate partner can be very difficult, that’s why you need to make sure you know what the company is thinking.”

Johnny van der Leelie

"Focus on yourself. focus on your strengths. embrace the process and don’t lose focus. Go with your gut feeling and use the process to really validate the problem. Once you do that, go to the market as soon as possible, learn by doing and get paying customers. From there you can finetune and scale.”

Joris Pals

“If you want to make omelettes you have to break some eggs. Look for direction. What seems best at the beginning is not the best in the end.

Without trying you don’t know and not failing is expensive.”

• • • • • •

•

The Lean Startup by Eric Ries Zero to One: notes on startups, or how to build the future by Peter Thiel Crossing the Chasm by Geoffrey Moore The Mom Test by Rob Fitzpatrick Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers

Reading list

Nice to check out: 100 sources every innovation professional should know about

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end note So now that you are at the end of this playbook and fully equipped to start your venture, we just want to say that we’ve been there. We know it’s a hard process. It’s a very long and tough journey. But this has never stopped any entrepreneur. Trust your gut feeling, stay ambitious, stay true to your vision and work hard to make it real. No excuses. Just do it.

Have faith and you will succeed.

‘Aim for the moon.

EVEN IF YOU MISS, YOU’LL LAND AMONG THE STARS’

GET ON BOARD WWW.AIMFORTHEMOON.COM

Written by Catalina Catana -Aimforthemoon This playbook is work in progress. We are open to feedback and questions.