[ playbook ] #PTW16
start » 2.-7. MARCH 2016 STARTERKITCHEN KIEL
[ content ] 3 // prelude HOW TO PROTOTYPE 5 // who is who WHO IS YOUR SUPPORT 7 // the week WHICH STEPS YOU‘LL TAKE 9 // wednesday CHOOSE AN IDEA 11 // thursday TEAMBUILDING 15 // friday FIRST PROTOTYPE 22 // saturday PITCH YOUR IDEA 22 // sunday FINANCING PLAN 22 // monday IMPROVE YOUR IDEA
[ prelude窶云 You need to choose a big problem. Build your story! Design a unique experience users never dreamt of. Discover a customer & addictive solution that is scalable! You will survive only if you act as a team! Find shortcuts, copy, use existing resources to be agile. Act like a guerrilla warrior, resources are scarce. Engage mentors to solve the big problem. Goals are dreams with deadlines.
fail early to succeed sooner
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4 [ who is who ]
Harm Brandt opencampus.sh Chief Mentor
Inge Schröder
Wissenschaftszentrum Chief Mentor
Dirk Müller WTSH Financing
Jens Langholz
FH Kiel Business Development
Alexander Ohrt
Julia Plath
opencampus.sh Chief Mentor
opencampus.sh Social Entrepreneurship
Firat Keskin
Marcel Lungershausen
*
Christina Neubauer Florian von Wieding opencampus.sh Design Mentor
Fablab.sh Hardware Prototyping
Volker Breust
Fablab.sh Hardware Prototyping
Eva Koschinsky
opencampus.sh Feel Good Managerin
opencampus.sh Feel Good Manager
opencampus.sh Feel Food Manager
* Foto by: Students Of Kiel
[ the week ]
plan your appointments with our coaches during the week
CHOOSE AN IDEA wednesday
TEAMBUILDING thursday
FIRST PROTOTYPE friday
PITCH YOUR IDEA
FINANCING PLAN sunday
saturday
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IMPROVE YOUR IDEA monday
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[ lead question to mentors ] to chief mentors
How to organize the teamwork to achieve our goals?
to design mentors
How to get the prototype ready and validate with customers? What are shortcuts?
to finance mentors
How to develop our Business Modell by next Sunday?
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[ wednesday ] You’ll need to choose a big problem, gather your team, clear your calendars, and gather some essential supplies. And you’ll need deadlines. Use the Slack app to plan your work. On the first day your team will “unpack” everything they know. Expertise in most teams is asymmetrical: marketers know things engineering & design doesn’t. All team members can contribute to each function even though one may be the lead. Start by creating a simple user story, and set the scope for the week. » „How might we”: The secret phrase top innovators use Harvard Business Review. » Google Ventures’ secret mantra for super-productive meetings Fast Company.
15.45
Get together
16.30 Welcome speech //
opencampus.sh / starterkitchen.de and Partner
17.00
Idea Pitch Session
17.45 Open networking and Speed Dating: making badges of „I would like to learn“, „I would like to give“.
tasks & tools » Download and install the SLACK app to communicate and organize your team (free mobile & web app – you’ll invited) » First week plan template (previous page)
F THE GOAL O
DAY:
N IDEA
EA CHOOS
[ thursday ] 09.00 09.30
Breakfast Choose a team // Introduce yourself and find your common WHY
10.30
LEAN STARTUP // Business Model
11.00
Introduction Canvas and GO
12.30 Lunch // Think about a name for your team 13.30
Take a picture of your team and post it with #ptw16
14.00
Problem Solution fit // Persona
15.30 Kaffeepause // Sport with another team 16.00 First Elevator Pitch // Complete it and post it to Slack ptw16 in the #Allteams Folder* 17.00
min Presentation of the project 3 based on your Business Modell Canvas > Pitch your idea for another Team
18.00
Pitch of a Sonice Delevopment * For (target user) who wants to (need/desire) (Product/service name)
Y: THE DA F O L A G GO UILDIN TEAMB
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[ ptw16 canvas ] Anforderungen erfüllt
Tagesthema
Idee
Teamname
PROTOTYPING WEEK Problemstellung
Problemlösung
Geschäftsmodell
Elevator-Pitch
Montag
Sonntag
Samstag
Freitag
Donnerstag
fahrplan.
team.
Pitch
Geschäftsmodell
Lösungsansatz
Problem
feedback.
5-min-Pitch
1-seitiges Ideenpapier
[ costumer persona ] [ what is he/she ... ]
[ sketch ]
. . . thinking? . . . listening?
[ quote ]
. . . saying?
. . . feeling? . . . doing?
. . . making? . . . staying?
[ key attribute ] »
[ ] AGE [ ]
NAME
[ description ]
» » » »
OCCUPATION NATIONALITY MARITAL STATUS OTHER
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[ thursday ] problems & pains You strive to identify the problems & pains that are most relevant to customers. Your next step is to provide evidence that customers care about your solution (products & services). If you don’t find the evidence you need to design a new solution.
to provide the evidence you run the tests » Google Trends to understand what people s earch for in your business domain » Google Adwords Keyword Planner gives you information on how companies promote their solutions (discover their value p ropositions) in your business area » Contact your customers directly – either f ace-to-face, by email, phone or social media channels » Build trackable landing page (Instapage) for your products & services to collect leads of future users
tools » Google Trend » Google Adwords Keyword Planner » Instapage
Test & Learning Card 1. We believe that... (hypotheses)
experiment workflow
2. To validate that we will... (action)
» Design Test & Learning Cards (each test separately)
3. Our belief is right if... (metric)
» Run the tests (e.g. customer contacts, Google Trends, Keywords Planner, Ads, etc.)
4. From the test we found out & learned that… (results)
» Update the Lean Canvas & landing page on EIA Platform NB! You are free to organize the experiments on any other social media (LinkedIn, Twitter) and ad platform (Facebook, etc) that you are familiar with or that is more suitable for your solution. Download the Test & Learning card here
5. Therefore, we will... (conclusion)
[ friday ] product & market Product-market fit takes place when you: » Have evidence (data) that your solution (product, service) is actually creating customer value
9.00
Breakfast // daily summup
» Your product scales in the market.
09.45
Input of the FABLAB.SH about Prototyping
tasks
10.15
Introduction of FABLAB.sh // optional
Find the strongest fit between different markets & your solution (products):
11.00
Time to get things done
11.30
Yoga // optional
12.15
Lunch
» List 3 different customer segments (markets) for your solution. » Use Post-it Notes to describe the markets on the Lean Canvas! » Analyze the business opportunity of each market (scalability) & prioritize the markets » Find the market where the fit with your solution is the strongest » If you find a weak fit or no scalability consider to pivot, change your solution
tools
13.00 Startnext 14.00
Prototyping Software – CAP3
Prototyping Hardware – Fablab.sh
14.30
Time to get things done
17.00
3min Presentation of the Teams
18.00 Presentation of Light Instruments (Focus MVP)
» Lean Canvas printouts » Post-it Notes for each team member & mentor » Subscribe yourself on Watson Analytics and visualize the data to find the fit market » Describe the final version of your customer segment (market) and your solution on EIA platform tonight
AY: F THE D E O L A O G TOTYP ST PRO FIR
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[ friday ] build a prototype in just 2h
test your prototype
Plan for doing the impossible: build an entire realistic-looking prototype in just two hours. Like George Clooney in Ocean’s Eleven, you’ll gather a team of experts, assign roles, and put your plan into motion. And just like in the movie, you’ll get the job done and still have time to enjoy your evening. It’s a great story!
On Friday, you’ll show your prototype to real customers
» The 8 steps to creating a great storyboard Fast Company
1 paper prototype » Draw a storyboard – a scenario of when and how your c ustomer is using your product (use Postit-it Notes) » Choose max 1-2 features that you want to test with your prototype
By the end of the day, all your ideas will have been exposed to oxygen – some will be smash hits, while others will meet an early end. When a prototype flops, it means you have spotted critical flaws after only three days of work. There are ca 26,000 new product introductions each year. 70% of success is how meaningful and unique is the product for the customer. The key to success is rapid cycles. » Present your prototype on Social Media, ask for feedback and use #ptw16 » Ask your target group about your prototype with a typeform
» Use paper UI elements to design your solution (based on your storyboard and chosen features)
» Got a bright idea? Test it with a rapid-fire user study Fast Company
» Start testing your prototype with customers immediately, continue over the coming weekend
» Research: Interview participants and s ummarize findings GV.com
2 digital prototype
» How Cluster uses live user testing Medium
Select tools based on your needs & skills: » POP for mobile apps – super easy mobile app to scan paper screens and make first clickable prototype in your mobile » Proto.io – simple but more serious solution for web and m obile prototypes. Click here for EIA participant access. » Appery.io - start designing apps with some code attached, build mobile back-ends later » Google Material Design – professional source for designers
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[ saturday ] pitch deck » Finalise your pitch deck
9.00
Breakfast // daily summup
9.30
Talking Heads // pitch training
10.15
How to pitch like a Boss
11.00
Time to get things done
Proof – why would I believe you
12.30
Lunch
Profit – I will make money by ...
13.15
Text Training // optional
Passion – I’ll do whatever it takes!
14.00
Time to get things done
15.00
Coffee or Sports Break
16.00
eveloped Elevator Pitch // D Complete it and post it to Slack ptw16 in the #Allteams Folder*
17.00
Pitch your Project
» Upload your pitch deck on Slack ptw16 tonight! The 5 P-s are the content of any good pitch! Problem – is there a real problem Promise – is there a real solution
» The Ultimate Pitch Deck Forbes
18.00 Pitch of r2p – Rail and Road Protec GmbH
Y: THE DA F O L A GO R IDEA H YOU PITC
* For (target user) who wants to (need/desire) (Product/ service name) that (1 key benefit) by (USP = unique selling proposition) unlike (competitors).
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[ sunday ] funding » Define the plan to acquire funding for your business on max 1 page » Explain how you will finance the growth of your business, » 7 ways to fund your startup A revenue model describes how a business generates revenue streams from its products and services. A strong revenue model is most important for early stage startups; their investors are usually very conscious of monetization. Lets put it simply – revenue model gives you money!
tasks » Design unique revenue model which will give you high growth » Test your customers how easily are they ready to pay for the product » Ask about the price during your customer interviews
tools » Download revenue model template here from the daily lecture
mobile and gaming revenue models
10.00
Start // no breakfast service
10.30
Input Financing
11.00
Work on your Projects
11.45
Yoga // optional
12.30
Lunch
13.15
Arduino Workshop // optional
13.45
Time to get things done
15.00 Final Elevator Pitch // Complete it and post it to Slack ptw16 in the #Allteams Folder* 15.30
Pitch your project
16.30
Pitch of GetDigital
» Paid App Downloads – e.g. WhatsApp » In-app purchases – e.g. Candy Crush Saga, Temple Run » In-app subscriptions – e.g. NY Times app » Advertising – e.g. Flurry » Transactions – e.g. Airtel Money » ...
* For (target user) who wants to (need/desire) (Product/service name) that (1 key benefit) by (USP = unique selling proposition) unlike (competitors).
Y: THE DA F O L A GO ING INANC F
PLAN
[ sunday ] Every startup needs access to capital, whether for funding product development, for initial rollout efforts, acquiring inventory, or paying that first employee. The most successful entrepreneurs are the ones who think creatively, not only about their offering, but also about how to acquire cash. They have to sell themselves, more than their product, to close on every alternative source of funding. Check out all the alternatives: Bootstrapping Friends and family
tasks 1 funding » Define the plan to acquire funding for your business on max 1 page » Explain how you will finance the growth of your business, » Upload the plan on EIA platform tonight » 7 ways to fund your startup
2 prepare for VCC » Review and study all the VCC materials to be well prepared for tomorrow.
Small business grants
» The VC Term Sheet Decoded
Loans or lines of credit from a bank
3 pitch deck
Incubators or accelerators
» Finalise your pitch deck
Angel investors
» Upload your pitch deck on Slack ptw16 tonight!
Venture capital Bartering Form a partnership Customer funding Leases Start a crowdfunding campaign online
The 5 P-s are the content of any good pitch! Problem – is there a real problem Promise – is there a real solution Proof – why would I believe you Profit – I will make money by ... Passion – I’ll do whatever it takes! » The Ultimate Pitch Deck Forbes
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[ monday ] Bringing a product or service to market requires an intense amount of capital. No matter which route you choose, all funding decisions involve complex tradeoffs between short-term and long-term costs and benefits. Your best bet: Check out all the alternatives.
9.00
Breakfast
tasks
9.30
Feedback
» Pitch like a Boss & raise the money!
10.00
Time to work on your Projects
12.30
Lunch
keep in mind when going to pitch at the demo day The objective of the pitch is to get a meeting Slides support the story that YOU are telling – YOU have to be the star, not your slides For the most effective pitch, focus 80% on the problem, 20% on the solution
17.00 Final Presentation // Enroll and invite your friends https://www.facebook.com/ events/1069045303152790/
Practice your pitch – over and over again! Be ready to answer questions – but be careful and precise with numbers and facts Show energy and passion – you have to make the investors love what you love Don’t lose your sense of humour – especially if something goes wrong » 65 Questions Investors Will Ask Startups Forbes
Y: THE DA F O L A GO TO PROVE IM T PRESEN