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Introduction to the Company Live Q&A Session with Prof. Jayanta Chatterjee Design Thinking, IIT Kanpur
Introduction to the Company
Live Q&A Session with Prof. Jayanta ChatterjeeDesign Thinking, IIT Kanpur
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Agenda for Session
Product Development Model
Technology Life Cycle Adoption Curve
Customer Development Model
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Types of Startup Markets4
Open Q&A5
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Product Development ModelA conventional approach that is meant for launching new products in the existing market
• Draft Clear Vision • Develop
Product/Service Concept
• Structure the Distribution Channel
• Engineer Product• Figure the
Marketing Requirements
• Onboard the First Beta Customers
• Seek Additional Capital
• Launch Marketing Programs
• Keep Raising Funds till IPO/Merger
Concept/Seed LaunchAlpha/Beta TestProduct Development
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Pitfalls of Product Development ModelThere are certain aspects which are wrong with this model
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Where Are the Customers?
Emphasis on Execution Instead of Learning and Discovery
Lack of Meaningful Milestones
Focus on First Customer Shipment
Use of Product Development Methodology to Measure Sales
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Pitfalls of Product Development ModelThere are certain aspects which are wrong with this model
6Use of Product Development Methodology to
Measure Marketing
7 Premature Scaling
8Death Spiral: Cost of Getting Product Launch
Wrong
9 All Startups Not Being Alike
10 Unrealistic Expectations
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Agenda for Session
Technology Life Cycle Adoption Curve
Product Development Model
Customer Development Model
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Types of Startup Markets4
Open Q&A5
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Technology Life Cycle Adoption CurveAn alternative approach for success with customers and markets
Source: http://www.henrik.no/presentations/thesis/scandinavian_airlines_1999/literature.html
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Agenda for Session
Technology Life Cycle Adoption Curve
Product Development Model
Customer Development Model
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1
3
Types of Startup Markets4
Open Q&A5
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Customer Development ModelA model based on learning from and discovering your company’s customer base
Customer Discovery
Customer Creation
Customer Validation
Company BuildingSTOP STOP STOP
• Find Customers• Clear your Product
Differentiation• Emphasize on
Customer Feedback
• Create a Sales Road Map
• Verify Market• Check Product’s
Perceived Value • Decide on Price
• Create End-User Demand
• Spend Heavily on Marketing
• Control Cash Burn Rate
• Build Mission Oriented Departments
• Keep Low Cash Burn Rate
• Scale Up Gradually
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Agenda for Session
Technology Life Cycle Adoption Curve
Product Development Model
Customer Development Model
2
1
3
Types of Startup Markets4
Open Q&A5
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Types of Startup MarketsEach of these have different set of requirements to succeed
New Product in Existing Market
New Product in New Market
New Product Attempting to
Resegment Existing Market: Low Cost
New Product Attempting to
Resegment Existing Market: Niche
• Known User Base• Known Competitors • Better Product/Service to
be Tested
• Company: Tesla• Product: Electric Cars
• Unknown User Base• No Competitor Base at the
Onset • High Cash Burn Rate
• Company: Apple• Product: iPod
• Low Cost User Base• Known Competitors• Limited Product Features
• Company: Indigo Product: Airline
• User Base with Specific Needs
• Known Competitors • Product Performance Focus
• Company: Amy’s Kitchen• Product: Organic Food
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Agenda for Session
Technology Life Cycle Adoption Curve
Product Development Model
Customer Development Model
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1
3
Types of Startup Markets4
Open Q&A5
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Ask your queriesOpen Q & A
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