LEAN CANVAS

Diseñando tu modelo de negocio bajo principios de Lean Startup

Agosto, 2018
 RUMBO A

http://agiles2018.agiles.org/
 ¡H ola!
Víctor García
@idvicman

Asesor Design Instructor & Agile Practitioner en BBVA Bancomer

Instructor en Usaria, Aprende UX, EBC Educación Corporativa, ITAM y E&S Global
Parte de UX Nights y Ágiles México
 LEAN CANVAS
Diseñando tu modelo de negocio bajo principios de Lean Startup
AGENDA
➤ Un poco de contexto
➤ Running Lean
➤ Meta-Principles:
➤ Document your plan A
➤ Identify the riskiest parts of your plan
➤ Systematically test your plan
➤ Iteration Meta-Pattern
➤ Lean Canvas
➤ Identify the riskiest parts of your plan
➤ Get ready to experiment
➤ Systematically Test your plan
LEVANTA LA MANO SI…

➤ Eres emprendedor o trabajas en una startup.

➤ Construyes, mides y aprendes a través de Lean Startup.
➤ Has participado en la creación de un Business Model Canvas.
➤ Has participado en la creación de un Lean Canvas.
➤ Buscas descubrir mejores formas de hacer las cosas a través de la agilidad.
➤ Si no has levantado la mano.
UN POCO DE CONTEXTO
 LEAN CANVAS Title: Created By: Date:

PROBLEM SOLUTION UNIQUE VALUE UNFAIR CUSTOMER

?
List your top 1-3 Outline a possible solution PROPOSITION ADVANTAGE SEGMENTS
problems. for each problem. Single, clear, compelling message Something that cannot List your target and users.
that states why you are different easily be bought or copied
and worth paying attetion.

KEY METRICS CHANNELS

List the key numbers List your path to customer
that tell you how your (inbound or outbound)
EXISTING business is doing HIGH LEVEL EARLY
ALTERNATIVES ADOPTERS
CONCEPT
List how these problems List your X for Y analogy List the characteristics
are solved today (e.g. YouTube = Flickr for videos) of your ideal customers

COST STRUCTURE REVENUE STREAMS

List your fixed and variable costs List your sources of revenue

Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com)

and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
“
Lean Canvas is my adaptation of Alex
Osterwalder’s Business Model Canvas, which
he describes in the book Business Model
Generation”.

- Ash Maurya
Running Lean: Iterate from Plan A to a Plan That Works (Lean Series)
Ash Maurya
“
The Mojito Method is about copying other
people's good ideas and mixing them”.

- Jurgen Appelo
+ + =
RUNNING LEAN
“
Running Lean is a systematic process for
iterating from Plan A to a plan that works, before
running out of resources”.

- Ash Maurya
RUNNING LEAN IS…

➤ Is about speed, learning, and focus.

➤ Is about testing a vision by measuring how customers behave.
➤ Is about engaging customers throughout the product development cycle.
➤ Running Lean tackles both product and market validation in parallel using short
iterations.
➤ Running Lean is a disciplined and rigorous process.
RUNNING LEAN

➤ Customer Development
➤ Lean Startup
➤ Bootstrapping
CUSTOMER DEVELOPMENT

“ Get out of the building.

- Steve Blank
LEAN STARTUP

“ Startups that succeed are those that manage to

iterate enough times before running out of
resources.

- Eric Ries
BOOTSTRAPPING

“ Right action, right time.

- Bijoy Goswami
META-PRINCIPLES
RUNNING LEAN META-PRINCIPLES

➤ Document your Plan A.

➤ Identify the riskiest parts of your plan.
➤ Systematically test your plan.
DOCUMENT YOUR PLAN A
DOCUMENT YOUR PLAN A

➤ Your initial vision is built largely on untested assumptions.

➤ Running Lean helps you systematically test and refine that initial vision.
➤ The first step is writing down your initial vision and then sharing it with at least
one other person.
 LEAN CANVAS Title: Created By: Date:

PROBLEM SOLUTION UNIQUE VALUE UNFAIR CUSTOMER

?
List your top 1-3 Outline a possible solution PROPOSITION ADVANTAGE SEGMENTS
problems. for each problem. Single, clear, compelling message Something that cannot List your target and users.
that states why you are different easily be bought or copied
and worth paying attetion.

KEY METRICS CHANNELS

List the key numbers List your path to customer
that tell you how your (inbound or outbound)
EXISTING business is doing HIGH LEVEL EARLY
ALTERNATIVES ADOPTERS
CONCEPT
List how these problems List your X for Y analogy List the characteristics
are solved today (e.g. YouTube = Flickr for videos) of your ideal customers

COST STRUCTURE REVENUE STREAMS

List your fixed and variable costs List your sources of revenue

Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com)

and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
“
Your product is NOT “the product”.
Your “business model” is the product”.

- Ash Maurya
¿Qué es un modelo de negocio?
MODELO DE NEGOCIO

➤ Un modelo de negocio describe las bases sobre las que una empresa:
➤ Crea valor.
➤ Entrega valor.
➤ Capta valor.
¿Qué es valor?
VALOR

➤ Se encuentra definido por el cliente final de un producto o servicio en función de

cómo cubre sus necesidades a un precio específico. Todo lo que no aporte valor debe
eliminarse.
¿Qué es una propuesta de valor?
PROPUESTA DE VALOR

➤ Es la descripción de los beneficios que los clientes pueden esperar de tus productos y
servicios.
➤ Consta de dos elementos clave:
➤ Observar a los clientes. El conjunto de características del cliente que asumes,
observas y verificas en el mercado.
➤ Crear valor. El conjunto de beneficios de la propuesta de valor que diseñas para
atraer clientes.
IDENTIFY THE RISKIEST
PARTS OF YOUR PLAN
“
Building a successful product is fundamentally
about risk mitigation.
The bigger risk for most startups is building
something nobody wants.

- Ash Maurya
SYSTEMATICALLY TEST
YOUR PLAN
 Lean Startup no comienza con
requerimientos, sino con supuestos.
A partir de supuestos, creamos y validamos
una hipótesis.
 Idea o hecho
considerado real o verdadero
sin la seguridad de que lo sea.

Hipótesis = supuesto + experimento

Operaciones destinadas a descubrir,
comprobar o demostrar
determinados fenómenos.
 Declaración de hipótesis:

Creemos que [supuesto] es cierto.

Sabremos que lo hemos hecho [bien/mal] cuando
contemos con el siguiente feedback del mercado:
[feedback cualitativo].
[feedback cuantitativo].
 A partir de la validación de hipótesis,
medimos si hemos conseguido los resultados
esperados.
Experiment Grid

Idea

Assumptions Hypotheses
What assumptions have we made If we do ______, then __% of people will do ______________
about customers & their world?

Experiments Results
Description What did we learn? What will we do next?

Metrics

Created by Alissa Briggs | www.alissabriggs.com | @alissadesigns

ITERATION META-PATTERN
LEAN CANVAS
SKETCHING A LEAN CANVAS

➤ Sketch a canvas in one siting.

➤ It´s OK to leave sections blank.
➤ Be concise.
➤ Think in the present.
➤ Use a customer-centric approach.
 LEAN CANVAS Title: Created By: Date:

PROBLEM SOLUTION UNIQUE VALUE UNFAIR CUSTOMER

?
List your top 1-3 Outline a possible solution PROPOSITION ADVANTAGE SEGMENTS
problems. for each problem. Single, clear, compelling message Something that cannot List your target and users.
that states why you are different easily be bought or copied
and worth paying attetion.

4 9
Problema
2 y 5 1
KEY METRICS Oferta CHANNELS Clientes
EXISTING
solución List the key numbers
that tell you how your
business is doing HIGH LEVEL
List your path to customer
(inbound or outbound)
EARLY
ALTERNATIVES ADOPTERS
CONCEPT
List how these problems List your X for Y analogy List the characteristics

7 6
are solved today (e.g. YouTube = Flickr for videos) of your ideal customers

COST STRUCTURE REVENUE STREAMS

List your fixed and variable costs List your sources of revenue

8 Viabilidad económica 3
Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com)
and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments

Gain Creators Gains

Products Customer
& Services Job(s)

Key Resources Channels

Pain Relievers Pains

Cost Structure Revenue Streams

 VALIDATION PLAN Title: Created By: Date:

BACKGROUND NOW
FUTURE CONDITION (THE GOAL) GOAL

CURRENT CONDITION

PROPOSAL

ANALYSIS

FOLLOW-ON PLANS (IF ANY)

© Created by LeanStack
 EXPERIMENT REPORT Title: Created By: Date:

BACKGROUND NOW
RESULTS

FALSIFIABLE HYPOTHESES

VALIDATED LEARNING

DETAILS

NEXT ACTION

© Created by LeanStack
IDENTIFY THE RISKIEST PARTS
OF YOUR PLAN
THE RISKIEST PARTS OF YOUR PLAN

➤ Product risk: Getting the product right.

➤ Customer risk: Building a path to customers.
➤ Market risk: Building a viable business.
GET READY TO EXPERIMENT
SYSTEMATICALLY TEST
YOUR PLAN
“
Get out of the building.

- Steve Blank
EN RESUMEN…
¡Gracias!
Víctor García
@idvicman
 LEAN CANVAS
Diseñando tu modelo de negocio bajo principios de Lean Startup