Lean Startup and business model canvas

1. 린스타트업 코리아 세미나
비즈니스 모델 캔버스 알아보기
FT Accelerator/ Boom Media / Seoul Space

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Lean Startup is …
Lean Startup은
고객 개발 방법론과 애자일 개발 방법론을 기반으로 한다.
고객 개발 방법론을 통해 제품/서비스 가설을 검증하고, 애자일 개발
방법론을 통해 필요한 핵심 기능과 빠른 고객 대응을 제공한다.

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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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How to Lean Startup?
Ideas
CodeData
BuildLearn
Measure
Lean Startup은
만들고, 측정하고, 배우는 순환 고리를 가진다.
순환고리를 거치면서 낭비를 줄이고 가설을 검증으로
바꾸어 비즈니스 성공 가능성을 높인다.

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Lean Startup’s MVP
Ideas
CodeData
BuildLearn
Measure
Validation Product
Lean Startup’s MVP는
만들고, 측정하고, 배우는 순환 고리를 통한 최소 기능 제품이다.
MVP로 고객에게 전달할 핵심 가치에 기반한 제품을 만들어 판매한다.

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How to MVP ?
완성도 낮은 MVP(Low-fidelity MVP)는 최소한의 기능으로 실제
제품의 형태만을 모방하여, 고객의 문제에 대한 유효성을 검증하고 피드백을
모으는데 주로 사용된다.
완성도 높은 MVP(High-fidelity MVP)는 실제 제품에 가깝게 구
현된 MVP로, 실제품에 가까운 형태로 고객의 솔루션에 대한 유효성을 검증하
고 피드백을 모으는데 주로 사용된다.
Low-fidelity MVP
High-fidelity MVP
문제 유효성 검증
제품 유효성 검증

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Lean Startup Running …
Ideas
CodeData
BuildLearn
Measure
Ideas
CodeData
BuildLearn
Measure
Validation Business

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Lean Startup’s Search Stage
Search Business Model
Lean Startup’s Search Stage는
고객을 발굴하고 고객이 실제 구매 고객으로 반영되는지 검증한다.
만약 구매가 이루어지지 않거나 전환율 및 활성화율을 달성하지 못하면
전환(pivot)을 수행한다.

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Lean Startup’s Execute Stage
Scale Business Model
Lean Startup’s Execute Stage는
검증된 비즈니스 모델을 기반으로 반복과 확장이 가능한지 검토한다.
반복과 확장이 가능하지 않다면 다시 Search Stage로 회귀한다.

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Lean Startup’s Business Score Card
Business Model Canvas

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Lean Startup’s Success Story

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Lean Startup’s Books
The Startup Owner’s Manual
By Steve Blank
The Bible of Lean Startups.
Very Useful Story and Sign.
The Lean Startup
By Eric Ries
Great high level
overview of all the
principles of a Lean
Startup.
린스타트업 코리아 번역 중, 에이콘 11월 출간 예정
Running Lean
By Ash Maurya
A practical guide to build
a great lean startup from
the creator of the lean
canvas.

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Osterwalder’s book Business Model Generation (Wiley, 2010)
Business Model Canvas
 Business blueprint

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9 Building Blocks

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1. Value Proposition
 Solves For Customer needs & problems
Value Proposition specifics areas:
• Product Vision
• Product Features & Benefits
• Minimum Viable Product (MVP)

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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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3. Channels
 Consider Channels and market types
Channel describes:
• Consider “Fits” the Channel
• Physical channel choice
• Web/Mobile channel choice

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4. Customer Relationship
 Customer Activation and Referrals
Customer relationship’s strategies:
• Get
• Keep
• Grow

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5. Key Resources
 Resources management
Key resources categories:
• Physical
• Financial
• Human
• Intellectual property

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6. Partners
 Value exchanges
Partner areas:
• Strategic alliances
• Cooperation between competitors
• Joint new business
• Key supplier relationships

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7. Key Activities
 How you’ll find & secure
Most important actions:
• Production
• Problem solving
• Supply chain management
• Go on?

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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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Cost Consider:
• Price
• Fixed and variable costs
• Lifetime value
9. Cost Structure
 Cost and Customer lifetime

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BMC Lessons Learned
Infrastructure CustomersValues
(Offer)
Finance Sense

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BMC Perspective
Infrastructure
(Budget, R&D …)
Customer
Development

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BMC Perspective
Business Model review
Cost effectively and Waste

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Cost reduce:
• Financial
• Strategic
• Personal
Value gain:
• Better
• Faster
• Cheaper
BMC Perspective

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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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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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Business Model Canvas, Download
http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf

31. About Lean Startup Korea

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LEAN STARTUP KOREA
김일영 il young Kim
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박찬 Chan Park
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최원식 Wonshik Choi
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 Procter&Gamble, Adidas, Allianz life, 매일유업(CMO)
 마케팅바이블 브랜드 자산경영 오감브랜딩


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• WebSite: http://www.leanstartupkorea.com
• Facebook: https://www.facebook.com/groups/leanstartupkorea/
• Email: help@startuptree.net
린스타트업코리아는 에릭 리스, 애쉬 마우어, 알렉산더 오스터왈드,
데이브 맥클루어, 브랜드 쿠퍼 와 더불어 린스타트업의 구루Guru인
스티브 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

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“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

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Reference
1. Lean Startups, Eric Reis
2. Lean Thinking, James P. Womack
3. The Startup Owners Manual, Steven Blank
4. Lean Entrepreneur, Brant Cooper
5. Business Model Generation, Alexander Osterwalder
6. Harvard Business Review Entrepreneurship, Zanas Block
7. Harvard Business Review Entrepreneurship, Ian C. Macmillan
8. Harvard Business Review Entrepreneurship, Michael Nevens
9. Harvard Business Review Entrepreneurship, Gregory L. Summe
10.Harvard Business Review Entrepreneurship, Bro Uttal