What restricts us? (Budget, Schedule, Organization, Legal, Current business,…)
(Brand strategy,….)
LEAN SERVICE CREATION SERVICE VISION SPRINT
Improve
BUILDING THE FIRST COMMERCIAL VERSION OF THE PRODUCT: MINIMAL VIABLE PRODUCT
BUILD
LEARN
Improve Improve
BUSINESS NEED
SERVICE VISION FOR THE MVP
FIND A PROBLEM WORTH SOLVING Days to Weeks
CONTINUOUS DEVELOPMENT FINDING PRODUCT MARKET FIT
GROWTH HACKING
Weeks to Months
Months to Years
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
MEASURE
IMMERSION
- To know where you are and to build on top of others work.
Your best guess of the customers problem
Competitors from customer’s perspective
Competitors within our business domain :
Hottest start-ups:
How could current business be disrupted:
Hot names:
Inspiring services & products:
Public debate around the topic:
LEAN SERVICE CREATION Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
DATA
- Know your numbers and facts
What data do we need?
List the relevant data sources:
Key findings of users from the DATA:
Key opportunity related to the users:
Key findings of our and others business based on the DATA:
Key opportunity related to the business/ competitors:
LEAN SERVICE CREATION Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
SEGMENTATION - Choose who you aim to serve. Common in all user segments:
Segment name: Description:
Problem (assumed) worth solving:
Main segment? Why/why not?
LOVE THE PROBLEM NOT THE SOLUTION
Segment name: Description:
Problem (assumed) worth solving:
Main segment? Why/why not?
LOVE THE PROBLEM NOT THE SOLUTION
Segment name: Description:
Problem (assumed) worth solving:
Main segment? Why/why not?
LOVE THE PROBLEM NOT THE SOLUTION
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
LEAN SERVICE CREATION
INSIGHT – Deep understanding of the customer’s motivations that unlocks a business opportunity Insert problem interview script here
Example “Problem interview” script Welcome (2min) Short intro what you are doing. Make the person comfortable. Essential demographics
Introduction Setting the atmosphere The actual data gathering
Motivations and big picture Without talking about the solution get the person to talk about the problem on hand and ask why… (“ ask the person to describe when did she last time have an IT problem? What did she do to fix it? What were the pain points? Why did she do as she did? Follow contradictions...”) Ask the person to evaluate the problems associated to the topics: Problem 1-3: How important? How big problem? How is it solved currently?
Ending Immediate thoughts
Thank you!
Needs + other key findings:
Thinks and feels:
Surprised us:
Needs + other key findings:
Thinks and feels:
Surprised us:
Needs + other key findings:
Thinks and feels:
Surprised us:
Needs + other key findings:
Thinks and feels:
Surprised us:
Needs + other key findings:
Thinks and feels:
Surprised us:
Name:
Name:
Name:
Name:
Name:
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
LEAN SERVICE CREATION
IDEATION Ideas that fill the user need/ problem
User need/problem Write it down on a high enough level so that your ready made idea is not the only solution to it.
Ideas that fix, eliminate or reduce the user pain
Negative emotions/aspects related to the user need
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
L J
Positive emotions/aspects related to the user need
The Value Proposition Canvas is the property of Strategyzer.com and Strategyzer AG. www.strategyzer.com
Ideas that take the best out of the positive
LEAN SERVICE CREATION
CONCEPT AND VALUE PROPOSITION Concept name?
How does it work?
Value to the end-user?
What differentiates it from other solutions to the same problem?
Value to our business?
LOVE THE PROBLEM NOT THE SOLUTION
Written value proposition: Headline:
Main points:
• Description
• • •
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The Value Proposition Canvas is the property of Strategyzer.com and Strategyzer AG. www.strategyzer.com
LEAN SERVICE CREATION
PROFILING THE CONCEPT – It’s time to face the wet blanket Good idea? Best ever!
Perfct fit
None
How does it work
Competition
Doesn’t fit
Value proposition:
Hard
Fits our strategy?
Sorry to say, it sucks!
Complex
Straight forward
Implementation
SHOULD WE PROCEED? No!
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
We have to iterate
The Value Proposition Canvas is the property of Strategyzer.com and Strategyzer AG. www.strategyzer.com
Yes!
LEAN SERVICE CREATION
FAKE ADVERTISEMENT – The value proposition prototype
HOW DO USERS FEEL WHEN THEY USE THE PRODUCT?
WHAT IS THE BRAND PERSONALITY? • • • • • •
Describe yourself as a person? What car make would you be? What restaurant? What city? What singer/actor? What animal?
Picture FAKE
ADVERTISEMENT THE FIRST PROTOTYPE
Caption
Headline Copy
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The first prototype to measure actions in solution interviews. •
Is it clear and focused?
•
Is it written in consumer language?
•
How is it inspirational? Does it generate emotion? What is it that would motivate people about this proposition?
•
Is it fact based?
•
Will it make the target consumer react because it has touched a nerve and is relevant?
•
Does it really stand out? Is it different? What key elements are different? (Simplicity, price, looks…)
•
What are the proof points that back up the value prop and give substance to the proposition?
•
Does it fit with your brand?
•
Does it address the agreed business objective?
•
Is it actionable and does it lead to inspiring and differentiated communication?
FAKE IT TILL YOU MAKE IT.
WHAT IS THE FIRST TWEET WE SEND TO LAUNCH THE NEW PRODUCT?
LEAN SERVICE CREATION
VALIDATION- don’t assume, validate. Do what ever it takes to prove your concept is bad. HOW TO VALIDATE YOUR VALUE PROPOSITION
HOW TO VALIDATE YOUR SEGMENTATION
HOW TO VALIDATE YOUR SEGMENTS WILLINGESS TO PAY
LEAN
RESULTS
RESULTS
RESULTS
CONCLUSION
CONCLUSION
CONCLUSION
What size?
How much? €
SE RV
ICE C
REAT
IO N
€ NEEDS MORE VALIDATION
NEEDS MORE VALIDATION
READY TO PAY
NOT READY TO PAY
LARGE ENOUGH USER BASE
TOO SMALL SEGMENT
GOOD VALUE PROPOSITION
VALUE PROPOSITION DOESN’T WORK
SOLID EVIDENCE
SOLID EVIDENCE
SOLID EVIDENCE
NEEDS MORE VALIDATION
SHOULD WE PROCEED? No! Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
We have to iterate
Yes!
LEAN SERVICE CREATION
CUSTOMER ENGAGEMENT- How do we make people advocate the service AWARENESS
USE Key activities:
Key resources:
Key partners:
What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams?
What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams?
Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform?
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This canvas has elements from the Business Model Canvas ioriginally by Strategyzer AG.
LEAN SERVICE CREATION
BUSINESS MODEL & MARKET SIZE – Making sure there is the business Who pays whom? How much?
What is the revenue model?
How are customers paying today? How much?
€ Where and how do you anchor the price perception?
Total addressable market:
1st year sales:
Plan for 1st month sales:
How much? How? To whom? Who?
Potential target market:
Cost structure?
Key elements for EBIT?
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This canvas has elements from the Business Model Canvas ioriginally by Strategyzer AG.
LEAN SERVICE CREATION
USER
FRONT OFFICE
BACK STAGE
SUPPORT
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
LEAN SERVICE CREATION
PROCESS What happens in the ecosystem?
EXTERNAL
What do your employees or system do behind the scenes?
INTERNAL PROCESS
What happens here?
ACTIVITY
What do the user and employee use for this?
TOUCH POINT
What does the user do in this step?
ACTIVITY
STEPS
NOTICE, UNDERSTAND, BE TRIGGERED
BEFOREHAND
SERVICE BLUEPRINT
DECIDE TO USE, FIRST USE, HELP WITH PROBLEMS
USING THE SERVICE
RELATIONSHIP BUILDING, STIMULATING RE-USE
AFTER USE
EXPERIMENTING - Finding the answers before building it.. HOW TO EXPERIMENT
SUCCESS CRITERIA
KEY FINDINGS
IF THE CONCEPT/BUSINESS WON’T WORK IT FAILS DUE TO:
OUR MAIN ASSUMPTIONS
DO YOU THINK? DO YOU KNOW? DID YOU CHECK? Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
LEAN SERVICE CREATION
LOVABLE
MINIMUM VIABLE PRODUCT- nothing but the essential What is in the MVP?
What is not in the MVP?
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
LEAN SERVICE CREATION
MVP BACKLOG
- What is in between current state and the launched MVP
RIGHT NOW WHAT IS THE MOST CRITICAL… TECHNICAL ISSUE?
BUSINESS QUESTION?
STORIES
END USER VERIFICATION?
TO DO
IN PROGRESS
DONE
BUILD
LEARN
MEASURE
Lean Service Creation Toolbox by Futurice Ltd is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
LEAN SERVICE CREATION
WHAT TO MEASURE
- MVP is out. What to measure to make it rock?
VALUE PROPOSITION METRICS [customer’s problem]
[insert metrics here]
LOVE THE PROBLEM NOT THE SOLUTION
SERVICE METRICS [most important service elements]
[insert metrics here]
BUSINESS METRICS [your business goal]
[insert metrics here]
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