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© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Hector Del Castillo
linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Special Thanks
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Target Audience
• Founders
• Entrepreneurs
• Intrapreneurs
• Makers
• Inventors
• Freelancers
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
What’s a Startup?
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
“A startup is an organization
formed to search for a repeatable
and scalable business model.”
- Steve Blank
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Are you a Startup?
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Is your company less than 3 years old?
Is your company dependent on investment to operate?
Have you executed or are you planning a pivot?
Is your company designed to grow fast?
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Learning Points
1. Understand why most startups fail
2. Discuss what entrepreneurs can do about it
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
What We Will Discuss
1. Why Most Startups Fail
2. What You Can Do About It
3. Lessons Learned
4. Open Discussion
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Current Situation
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Research from Harvard Business
School’s Shikhar Ghosh shows,
75% of all start-ups fail.
Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,”
Deborah Gage, Wall Street Journal, Sep 20, 2012
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
If failure means liquidating all
assets, with investors losing all
their money, an estimated 30% to
40% of high potential U.S. startups
fail.
Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,”
Deborah Gage, Wall Street Journal, Sep 20, 2012
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
If startup failure is defined as not
delivering the projected return on
investment, then 95% of startups
are failures.
Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,”
Deborah Gage, Wall Street Journal, Sep 20, 2012
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Failure often is harder on
entrepreneurs who lose money
that they've borrowed on credit
cards or from friends and relatives
than it is on those who raised
venture capital.
Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,”
Deborah Gage, Wall Street Journal, Sep 20, 2012
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Why Most Startups Fail
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
The first problem is that most
startups lack an effective
approach to gain loyal customers.
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
The second problem is founders
who think process and
management are boring and dull
and not essential to succeed.
Source: Ries, Eric (2011-09-13). “The Lean Startup: How Today's Entrepreneurs Use Continuous
Innovation to Create Radically Successful Businesses,” Crown Publishing Group.
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
The third problem is that most
startups lack resources to deal
with volatility, uncertainty,
complexity, and/or ambiguity.
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Howwellcanyoupredictresults?
+
Complexity
Situation has many
interconnected parts. Some
information is available or
can be predicted, but the
volume can be
overwhelming to process.
Volatility
Situation is unexpected or
unstable and may be of
unknown duration, but it’s
not necessarily hard to
understand. Information is
often readily available.
-
Ambiguity
Causal relationships are
completely unclear. No
precedents exist; you face
“unknown unknowns.”
Uncertainty
Despite a lack of some
information, the situation’s
cause and effect are known.
Change is possible but not a
given.
- +
How much do you know about the problem?
Source: Nathan Bennett and G. James Lemoine “What VUCA Really Means
For You,” Harvard Business Review, Jan 2014
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
What You Can Do About It
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Define Your Value Proposition
Which
Customers?
What
Price?
Which
Needs?
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Adopt the right innovation
framework
DomainDefinition
WellDefined
Disruptive
Innovation
Incremental
Innovation
NotWellDefined
Basic
Research
Breakthrough
Innovation
Not Well Defined Well Defined
Problem Definition
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
2. Acquire customers
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Sharpen Your Value Proposition
Source: Alexander Osterwalder, “Value Proposition Canvas”
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Key Takeaways
• Set a compelling direction1
• Achieve a high product-market fit2
• Focus on acquiring customers3
• Use just-in-time scalability to grow4
• Use metrics to pivot as needed5
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Lessons Learned
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Q & A
Hector Del Castillo, CPM, CPMM
Product Innovation Consultant
linkd.in/hdelcastillo
@hmdelcastillo
hmdelcastillo@aipmm.com
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Hector Del Castillo
• Senior consultant with over 15 years of experience transforming
products to wealth for technology companies
• AIPMM Body of Knowledge (ProdBOK®) Contributor
• Established companies
– Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies
• Small companies and startups
– Nextone Communications, Smith Micro Software
• Launched 30+ Products for global deployment
– HW/SW, Telecom, Enterprise Mobility, Information Security
Services, Professional Development
• Certified PMP®, CPM® and CPMM®
• University of California at Santa Barbara, MS EE
• University of Texas at El Paso, MS EE, BS EE
44
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Upcoming Learning Opportunity
June 16-17 - McLean, VA
AIPMM is offering several scholarships to these courses to reach
those who are serious about learning these skills but have
budget constraints. For more information visit:
http://bit.ly/CILCourse.
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Need Assistance?
Need help to transform your product idea
into a great business?
Set up a free initial 30-minute consultation
appointment and let me know how I can
help you. Learn more at
http://bit.ly/1heVQiK
© 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
Please Join Us Again!
Certified Innovation Leader (CIL®) Course Preview June 6th, 12 pm ET
AIPMM Webinar Series:
http://aipmm.com/aipmm_webinars
Global Product Management Talk
http://www.blogtalkradio.com/prodmgmttalk
Call For Speakers: http://www.boldpm.com/call_for_speakers
Topic Suggestions: support@aipmm.com
Announcements: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification/

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What Startups Can Do To Succeed

  • 1. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Hector Del Castillo linkd.in/hdelcastillo
  • 2. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Special Thanks
  • 3. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Target Audience • Founders • Entrepreneurs • Intrapreneurs • Makers • Inventors • Freelancers
  • 4. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo What’s a Startup?
  • 5. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo “A startup is an organization formed to search for a repeatable and scalable business model.” - Steve Blank
  • 6. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Are you a Startup?
  • 7. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Is your company less than 3 years old? Is your company dependent on investment to operate? Have you executed or are you planning a pivot? Is your company designed to grow fast?
  • 8. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Learning Points 1. Understand why most startups fail 2. Discuss what entrepreneurs can do about it
  • 9. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo What We Will Discuss 1. Why Most Startups Fail 2. What You Can Do About It 3. Lessons Learned 4. Open Discussion
  • 10. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Current Situation
  • 11. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Research from Harvard Business School’s Shikhar Ghosh shows, 75% of all start-ups fail. Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,” Deborah Gage, Wall Street Journal, Sep 20, 2012
  • 12. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo If failure means liquidating all assets, with investors losing all their money, an estimated 30% to 40% of high potential U.S. startups fail. Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,” Deborah Gage, Wall Street Journal, Sep 20, 2012
  • 13. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo If startup failure is defined as not delivering the projected return on investment, then 95% of startups are failures. Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,” Deborah Gage, Wall Street Journal, Sep 20, 2012
  • 14. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Failure often is harder on entrepreneurs who lose money that they've borrowed on credit cards or from friends and relatives than it is on those who raised venture capital. Source: “The Venture Capital Secret: 3 Out of 4 Start-Ups Fail,” Deborah Gage, Wall Street Journal, Sep 20, 2012
  • 15. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Why Most Startups Fail
  • 16. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo The first problem is that most startups lack an effective approach to gain loyal customers.
  • 17. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo The second problem is founders who think process and management are boring and dull and not essential to succeed. Source: Ries, Eric (2011-09-13). “The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses,” Crown Publishing Group.
  • 18. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo The third problem is that most startups lack resources to deal with volatility, uncertainty, complexity, and/or ambiguity.
  • 19. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Howwellcanyoupredictresults? + Complexity Situation has many interconnected parts. Some information is available or can be predicted, but the volume can be overwhelming to process. Volatility Situation is unexpected or unstable and may be of unknown duration, but it’s not necessarily hard to understand. Information is often readily available. - Ambiguity Causal relationships are completely unclear. No precedents exist; you face “unknown unknowns.” Uncertainty Despite a lack of some information, the situation’s cause and effect are known. Change is possible but not a given. - + How much do you know about the problem? Source: Nathan Bennett and G. James Lemoine “What VUCA Really Means For You,” Harvard Business Review, Jan 2014
  • 20. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo What You Can Do About It
  • 21. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 22. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Define Your Value Proposition Which Customers? What Price? Which Needs?
  • 23. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 24. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 25. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Adopt the right innovation framework DomainDefinition WellDefined Disruptive Innovation Incremental Innovation NotWellDefined Basic Research Breakthrough Innovation Not Well Defined Well Defined Problem Definition
  • 26. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 27. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo 2. Acquire customers
  • 28. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Sharpen Your Value Proposition Source: Alexander Osterwalder, “Value Proposition Canvas”
  • 29. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 30. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 31. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 32. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 33. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 34. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 35. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 36. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 37. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 38. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 39. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Key Takeaways • Set a compelling direction1 • Achieve a high product-market fit2 • Focus on acquiring customers3 • Use just-in-time scalability to grow4 • Use metrics to pivot as needed5
  • 40. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Lessons Learned
  • 41. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 42. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo
  • 43. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Q & A Hector Del Castillo, CPM, CPMM Product Innovation Consultant linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo@aipmm.com
  • 44. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to wealth for technology companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 30+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE 44
  • 45. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Upcoming Learning Opportunity June 16-17 - McLean, VA AIPMM is offering several scholarships to these courses to reach those who are serious about learning these skills but have budget constraints. For more information visit: http://bit.ly/CILCourse.
  • 46. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Need Assistance? Need help to transform your product idea into a great business? Set up a free initial 30-minute consultation appointment and let me know how I can help you. Learn more at http://bit.ly/1heVQiK
  • 47. © 2014 Hector Del Castillo, All Rights Reserved http://linkd.in/hdelcastillo Please Join Us Again! Certified Innovation Leader (CIL®) Course Preview June 6th, 12 pm ET AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/