Lean Canvas Experiment Board Startup Validation

Lean Canvas &
Experiment Board:
Startup Validation
@vishnugopal
Why?
Because a lot of things

you do in a startup is not
intuitively right.
Gut feel is wrong a

lot.
1+2+3+4+5+=
?
1+2+3+4+5+=
- 1/12
Gut feel is wrong a

lot.
One way to validate is

to experiment cheaply.
Experiment cheaply =
test as early as possible
1st Tool:
Experiment Board
My Gut Feel Idea:

A fast search engine to
find cars
Project Name:
Start here. Brainstorm with stickies, pull it over to the right to start your experiment.
Experiments
Team Leader Name:
Time Limit: 5 Min
Customer
What is the problem? Phrase it from your customers perspective.
Time Limit: 5 Min
Problem
Time Limit: 5 Min
Solution
List the assumptions that must hold true, for your hypothesis to be true.
Time Limit: 10 Min
Riskiest
Assumption
Need help? Use these sentences to help construct your experiment.

To form a Customer/Problem Hypothesis:
To form a Problem/Solution Hypothesis:
I believe my customer has a

problem achieving this goal.
I believe this solution will result

in
.
Method &
Success
Criterion
GET OUT OF THE BUILDING!
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to

test my assumption is...
Download Experiment Board and watch case studies at www.javelin.com
To identify your Riskiest Assumption:
The assumption with the least

amount of data, and core to the
viability of my hypothesis is...
Result &
Decision
Determine what success looks like:
I will run experiment with # of

customers and expect a strong
signal from # of customers.
Learning
2014 Javelin. You are free to use it and earn money with it as an entrepreneur, consultant, or executive, as long as you are not a software company (the latter need to license it from us).
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
First time
s
r
e
y
u
b
r
a
c
People
with little
knowhow
about cars
Car selling
s
m
o
o
r
w
o
h
s
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 5 Min
Time Limit: 10 Min
First time
s
r
e
y
u
b
r
a
c
People
with little
knowhow
about cars
Car selling
s
m
o
o
r
w
o
h
s
Too many
choices for
cars
Searching
for cars is
slow
Time Limit: 5 Min
Time Limit: 5 Min
They dont
s
w
e
i
v
e
r
t
e
g
s
d
n
e
i
r
f
m
o
fr
Time Limit: 5 Min
Time Limit: 10 Min
First time
s
r
e
y
u
b
r
a
c
People
with little
knowhow
about cars
Car selling
s
m
o
o
r
w
o
h
s
Too many
choices for
cars
Searching
for cars is
slow
Time Limit: 5 Min
Time Limit: 5 Min
They dont
s
w
e
i
v
e
r
t
e
g
s
d
n
e
i
r
f
m
o
fr
Time Limit: 5 Min
e
r
a
s
r
e
m
o
t
Cusfor your hypothesis to be true.
List the assumptions that must hold true,
d
e
t
s
e
r
e
e
t
k
i
n
l
i
only
Terms
Customers
l
e
u
f
,
s
t
i
s
c
o
c
s
C
,
w
n
i
Bhp
trust revie
,
y
c
n
e
i
c
fi
o
s
f
o
e
t
from friend
s
l
k
a
o
c
o
i
l
n
h
c
te
Time Limit: 10 Min
Project Name:
Experiments
Team Leader Name:
Time Limit: 5 Min
Customer
Time Limit: 5 Min
Problem
Time Limit: 5 Min
Solution
Time Limit: 10 Min
Riskiest
Assumption

To form a Customer/Problem Hypothesis:
I believe my customer has a

problem achieving this goal.

in
.
Method &
Success
Criterion
To form your Assumptions:
hypothesis to be
true, assumption needs to
be true.
Determine how you will test it:
The least expensive way to

test my assumption is...
Download Experiment Board and watch case studies at www.javelin.com

Result &
Decision

Learning
Experiments
Customer
Problem
Solution
Riskiest
Assumption
First time
s
r
e
y
u
b
r
a
c
People
with little
knowhow
about cars
Car selling
s
m
o
o
r
w
o
h
s
Too many
choices for
cars
Searching
for cars is
slow
Time Limit: 5 Min
Time Limit: 5 Min
They dont
s
w
e
i
v
e
r
t
e
g
s
d
n
e
i
r
f
m
o
fr
Time Limit: 5 Min
re
a
s
r
e
m
o
t
s
Cu
List the assumptions that must hold true, for your
hypothesis
to be true.
d
e
t
s
e
r
e
t
n
i
y
s
l
r
n
e
o
m
Terms like
o
Cust
l
e
u
f
,
s
t
i
s
c
o
c
s
C
in
Bhp,
trust review
y,
c
n
e
i
c
fi
s
f
d
e
too
n
from frie
looks
technical
Time Limit: 10 Min
Project Name:
it over to the right to start your experiment.
Experiments
Time Limit: 5 Min
r customers perspective.
Customer
First time
car buyers
Problem
Too many
choices for
cars
Time Limit: 5 Min
Team Leader Name:
Time Limit: 5 Min
Solution
, for your hypothesis to be true.
Time Limit: 10 Min
Riskiest
Assumption
construct your experiment.


in
.
Method &
Success
Criterion
are
Customers
ted
only interes
l
in cost, fue
efficiency,
looks
Interview:
80%
More than


Result &
Decision

Learning
The biggest learning

from the experiment
board?
Get out of the

building!
Dont build until you know

its something that people
want (& can pay for)
2nd Tool:
Brainstorming Tool
Lean Canvas
Business Model
Canvas
Project:
Designed by:
Problem
Solution
Top 3 problems
Top 3 features
Date:
Unique Value
Proposition
Unfair
Advantage
Single, clear, compelling message that states

why you are different and worth buying
Cant be easily copied or bought
4
1
Version #:
Customer Segments
Target Customers
5
3
Key
Metrics
Channels
Path to customers
Key activities you measure
Cost Structure
Revenue Streams
Customer Acquisition Costs

Distributing Costs
Hosting
People, etc.
Revenue Model
Lifetime Value
Revenue
Gross Margin
7
product
LEAN CANVAS
market
6
This work is adapted from Lean Canvas (http://leancanvas.com/) and is licensed
under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
Project:
Problem
Solution
Top 3 problems
Top 3 features
Problem:
Top 3 Problems
!
What are the

problems you are
trying to solve?
s
r
e
y
u
b
r
a
c
First time
s
e
c
i
o
h
c
y
n
a
m
o
o
t
e
v
a
h
o
t
y
a
w
e
l
p
m
i
s
o
n
d
n
a
pick cars
y
l
n
o
w
o
n
k
o
t
t
n
a
w
e
l
Peop
s:
r
a
c
t
u
o
b
a
s
t
c
a
f
w
e
f
a
t
o
n
,
t
s
o
c
,
e
g
a
e
l
i
m
,
s
k
o
lo
s
m
r
e
t
l
a
c
i
n
tech
o
t
y
a
w
y
s
a
e
o
n
s
i
e
r
e
Th
s
d
n
e
i
r
f
m
o
r
f
s
w
e
i
v
e
r
get
about cars
Key
Metrics
e:
Version #:
Customer Segments
Target Customers
s
r
e
y
u
b
r
a
First time c
l
a
c
i
n
h
c
e
t
s
s
e
l
h
t
i
w
e
l
p
Peo
rs
a
c
t
u
o
b
a
knowhow
Ca
s
r
e
n
w
o
m
r showroo
Customer
Segments:
Target Customers
!
Who has these

problems?
Solution
Unique Value
Proposition
Top 3 features
Single, clear, compelling message that states

why you are different and worth buying
4
Key
Metrics
ts
r
e
p
x
e
f
o
m
a
e
t
a
e
v
a
Ih
s
r
a
c
w
e
i
v
e
ready to r
Unfair
Advanta
Cant be easily copied or b
Unique Value
Proposition
!
USP. Why is your

product different
a
i
from competitors
d
e
m
l
a
i
c
o
s
I can poll
e and worth
m
o
c
&
s
r
a
c
t
u
o
b
a
n
o
i
opin
e
v
i
s
buying?
n
e
h
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r
p
m
o
c
a
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p
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s
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sentim
e
u
q
i
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a
e
I hav
m
e
t
s
y
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o
i
t
a
d
n
e
m
m
o
c
re
ds
n
e
i
r
f
m
o
r
f
for cars
Channel
Path to customers
Project:
r
o
f
t
s
i
l
d
e
t
a
r
u
c
Solution
e
l
p
m
A si
f
i
r
a
c
t
s
e
B
cars. e.g:
a
g
n
i
t
r
a
t
s
you are
family
oblem
problems
Top 3 features
Solution
!
Top 3 key features

of your solution.
s
w
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easily post
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F
/
r
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t
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i
w
T
t
i
t
u
o
b
a
s
friend
Key
Metrics
Unique Va
Proposition
Single, clear, compelling messag

why you are different and worth
Designed by:
Date:
s
i
s
y
l
a
n
a
t
n
e
m
i
t
n
e
s
y
M
d
n
a
e
m
o
s
Unfair engine is awe
te
a
c
i
l
p
e
r
o
t
Advantagehard
Value
on
essage that states

worth buying
Cant be easily copied or bought
Unfair Advantage
!
Can competitors
easily copy your
solution? If not,
why?
s
t
r
e
p
x
e
f
o
m
a
e
t
a
e
v
I ha
o
g
o
t
s
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b
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j
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l
o
s
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s
o
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w
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y
m
e
t
o
m
o
r
p
o
t
s
r
e
l
a
e
d
car
site
Version #:
Customer Segmen
Target Customers
ue
n
e
v
e
R
g
n
i
Advertis
Revenue Streams
Revenue Model
Lifetime Value
Revenue
Gross Margin
LEAN CANVAS
market
r
o
f
t
p
o
n
a
c
Customers
y
m
h
g
u
o
r
h
insurance t
t
u
c
a
t
e
g
site, I
g
n
i
s
i
t
r
e
v
Ad
1
Y
n
i
L
0
1
:
s
Projection
:
s
n
o
i
t
c
e
j
o
r
P
e
c
n
a
r
u
s
n
I
20L in Y1
Revenue Streams
!
How do you make

money? What is
the revenue
model?
!
What is the
lifetime value of a
customer?
!
This work is adapted from Lean Canvas (htt

under the Creative Commons Attribution
What is the
projected
revenue?
!
:
h
g
i
H
s
i
n
i
g
r
a
M
s
s
o
r
G
~80%
What is the
possible gross
margin?
Cost Structure
!
Cost Structure
Customer Acquisition Costs
Distributing Costs
Hosting
People, etc.
L
0
3
:
s
t
s
o
C
Marketing
in Y1
s
t
s
o
c
n
o
i
t
No distribu
s
t
s
o
c
g
n
i
t
s
inimal ho
o
t
t
n
e
m
y
Good pa
w
e
i
v
e
r
&
s
t
exper
1
Y
n
i
L
0
1
:
s
writer
What are possible

expenses?
!
Customer
Acquisition Costs
(like marketing)
Distributing costs
(30% of revenue
in case of App
Store)
!
Hosting
!
People
prod
Structure
ion Costs
Key
Metrics
Key Metrics
Site visits
h
g
u
o
r
h
t
s
n
o
Conversi
site
s
e
s
a
h
c
r
u
Insurance p
e
t
i
s
h
g
u
o
r
th
What will you

measure for
product success?
!
Measure your USP.
Channels
Channels
Path to customers
g
n
i
s
i
t
r
e
v
d
Online a
y
a
l
P
/
e
r
o
t
S
p
p
A
n
o
p
p
A
Store
r
e
l
a
e
d
n
i
s
Display
s
m
o
o
r
w
o
sh
Revenue Streams
Revenue Model
Lifetime Value
Revenue
Gross Margin
How will you

distribute to
customers?
!
Channels should
be simple to
understand, low
friction.
Lean Canvas is to
make you think.
If you are going to spend 3+ years

of your life on a startup,
spending 2 hours exploring it is
not bad :)
Plus, it helps you

write a business plan
Or a product deck
Startup Village is going to

increasingly conduct Fundraising
pitches.
Being prepared is half the journey.
Finis. Questions?

Lean Canvas Experiment Board Startup Validation

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Lean Canvas Experiment Board Startup Validation

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Formate disponibile

Lean Canvas &

Because a lot of things

Gut feel is wrong a

Gut feel is wrong a

One way to validate is

My Gut Feel Idea:

Team Leader Name:

Time Limit: 5 Min

What is the problem? Phrase it from your customers perspective.

Time Limit: 5 Min

Time Limit: 5 Min

Time Limit: 10 Min

Need help? Use these sentences to help construct your experiment.

To form a Problem/Solution Hypothesis:

I believe my customer has a

I believe this solution will result

To form your Assumptions:

The least expensive way to

To identify your Riskiest Assumption:

The assumption with the least

Determine what success looks like:

I will run experiment with # of

What is the problem? Phrase it from your customers perspective.

Time Limit: 5 Min

Time Limit: 5 Min

Need help? Use these sentences to help construct your experiment.

Time Limit: 10 Min

What is the problem? Phrase it from your customers perspective.

Time Limit: 5 Min

Time Limit: 5 Min

Time Limit: 5 Min

Need help? Use these sentences to help construct your experiment.

Time Limit: 10 Min

What is the problem? Phrase it from your customers perspective.

Time Limit: 5 Min

Time Limit: 5 Min

Time Limit: 5 Min

Need help? Use these sentences to help construct your experiment.

Time Limit: 10 Min

What is the problem? Phrase it from your customers perspective.

Time Limit: 5 Min

Time Limit: 5 Min

Time Limit: 5 Min

Time Limit: 10 Min

Team Leader Name:

Time Limit: 5 Min

What is the problem? Phrase it from your customers perspective.

Time Limit: 5 Min

Time Limit: 5 Min

Time Limit: 10 Min

Need help? Use these sentences to help construct your experiment.

To form a Problem/Solution Hypothesis:

I believe my customer has a

I believe this solution will result

To form your Assumptions:

The least expensive way to

To identify your Riskiest Assumption:

The assumption with the least

Determine what success looks like:

I will run experiment with # of

What is the problem? Phrase it from your customers perspective.

Time Limit: 5 Min

Time Limit: 5 Min