Сам курс доступен в Coursera, ниже мои заметки из курса.
Introduction
More or less business average
- Where does innovation come from?
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R&D Facility
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Insight (from leader)
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Partnership (colleagues, partners, clients)
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Vision (Steve Jobs example)
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Asking questions
- Status Quo
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Through iterations
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Work of other
- Keep your mind open
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How to drive an innovation
- What product
- Whom to sell
Innovation Portfolio Matrix
Definitions
Innovation
- Developing a new solution or way of doing smthg that drives differentiation and creates measurable value
Enterpreneurship
- Pursuing opportunities - often but not always based on innovation - without regard to the resources directly and currently controlled
Innovation/Invetion/Ideas/Enterpreneurship
- Some of enterpreneurship contains all attributes
Why innovation so important?
100+ “Unicorns"
Fortune 500 firm
- 1920: 67 years, today: 15 years
Drives growth in companies & economies
Attracts & retains talent
If you don’t innovate, your competitors will
Customer Interviews
Principles
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People are lying! (people tell us what we want to hear, if you ask the wrong questions)
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Talk about their life instead of your idea
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Ask about specifics in the past
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Listen!
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Don’t sell!
Right direction (Learn to Launch)
Define
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Opprortunity
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Vision & Values
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Team
Learn
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Customer Discovery
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Prototypes
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Product/Market fit
Launch
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Products/MVP
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Biz/Financial Models
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Organization & Legal
Accelerate
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Resources: $$ & People
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Go-to-Market
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Scale Operations
Entrepreneurial Sets
Toolset
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Customer Lifecycle
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Persona
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Fictional character who represents your target stakeholder
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name
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picture
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demographics
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Business Models
- How you make your money with your business?
Skillset
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Customer Discovery
- Problem to solve
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Design Thinking & Rapid Prototyping
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Pricing
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Presentation
Mindset
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10 Traits of Entrepreneur
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Bias to Action
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Welcome & Create Change
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Focus on What Really Matters
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Optimistic
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Resourceful
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Failure-Savvy
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Resilient
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Intensely Curious
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Know your Customer
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Ask for forgiveness not permissions
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An entrepreneur is anyone who takes on a task without having all of the resources necessary to accomplish that task available at the outset.
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Success rate
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SNAFU
- situation normal: all fucked up
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Failure value cycle
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How to recognize failure ASAP
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Where failure is not an option? - select this option
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What is your portfolio of failure zones?
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Failure is simply an opportunity to begin again. This time, more intelligently. © Henry Ford
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Pivoting
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“Your screw up became my startup…”
- “and my start-up will screw up before it growts up!”
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Market & Customers
Pivoting must be
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As you develop an innovative business, now how you can fine tune the market you adress
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How are you going to address that particular market?
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Plan an iterations
- For pivoting
Startup
Temporary organization designed to search for a repeatable & scalable business model © Steve Blank, 2012
- Goal of a Startup
- TGDIYCMN (Total global domination in your chosen market niche)
- Advantage
- Speed of learning
- Flexibility in strategy
- Speed of execution
- Common Mistakes
- Full Scale Roll Out
- Webvan example
4.8$ on IPO, but sales only 350k$, and 50$ Mio losses
- Webvan example
- China Syndrome (only for some customers)
- Selling to everyone everywhere
- Breeze
You have to be focus to
- Breeze
- Selling to one customer
- Full Scale Roll Out
1. Market Segmentation
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What to do?
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Brainstorming with sticky notes win all potential markets
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Get market data
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Communicate with other responsible person to understand your market
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To find the market segment
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Market segment definition
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Customers within the market all buy similar products
- repeatable
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Customers have similar sales cycle and expects products to provide value in similar ways, so sales process is scalable
- scalable
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There is “word of mouth” between customers in the market, so they can serve as compelling and high-value references for each other in maker
- to get marketing agents
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2. TAM-SAM-SOM
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What is it?
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TAM = Total Addressable Market
- How big at the end can become
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SAM = Serviceable Addressable Market
- Limited for the next few years
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SOM = Serviceable Obtainable Market
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What your market share can be?
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Realistic
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Per segmentation you have different percent of TAM>SAM>SOM
- Choose the
3. Multi-criteria
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Different criteria - Column
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Segment
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- Buyer reason
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Criteria
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Size of market
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customers
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Access to decision making unit (DMU)
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Innovation speed market
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Your love for the market
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MVP potential
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Customer Pain?
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Innovation curve
- Innovators (2%)
- Early adopters (14%)
- Early/Late majority (34%)
- Laggards (16%)
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Beachhead Market
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Your first entry into the market (TGDIYCMN)
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Small enough to become a significant player
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Big enough to generate some cash
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