LEAN CANVAS
As precipitating to build a solution can lead to waste, so can rushing to pick a customer segment or business
model. Don’t rush.
Increases to an entrepreneur is open to experiment several lean canvas.
Difference between customer and users a customer is someone who pays for your product, a user does not.
1. Begin with brain storming a list of possible customers for a product
2. Divide general customer segments into more specific ones. It is not viable to build design and position a
product for everyone.
3. Use different color or tag to identify each customer segment. Then draw a canvas for each customer
segment.
Sketching a Lean Canvas
1. Draw a canvas in one sitting in no more than 15 minutes, capturing a picture of what is in your main,
you don’t need a lot of details in this moment; finally, go outside and test your model with other people.
2. Its ok to leave sections in blank write something down on each block or leave it blank, leaving in blank
can help you to identify what is riskiest about a business model and the place to begin testing, the canvas
evolves with time.
3. Be concise just write what is crucial, fit your canvas on a single page.
4. Think in present business plans aim at predicting the future, which is very unlikely accurate, write a
canvas with a “getting things done” attitude, what are the hypothesis are we testing?
5. Use a customer centric approach focus on the customer’s real problems they want to solve with a
hypothetical solution, modifying the customer segment can significantly modify the entire business
model.
Customer Canvas Order
1. Problem and customer segments they should be analyzed together because they are related.
List the top 1 to 3 problems and then define your customer segment
List existing alternatives, doing nothing is a viable alternative for a customer as well.
Identify potential customers
Define possible early adopters
2. Unique value proposition Why are you different and worth getting attention
How you are going to attract your customer attention
Is the one of the crucial building blocks but the most difficult to do well
The first challenge is not selling, is to gain the customers attention.
Target early adopters
Instant clarify headline = end result customer wants + specific period of time + address the objective
Be different but make sure your difference is significant
3. Solution what you have at this point are a number of untested problems
Is where you place your features that the potential product
4. Channels is the way you promote, sale, and distribute your business model
Failing to build a significant path to customers is among the top reasons why startups fail
Freer vs Paid: there is no free channel, even if you don’t have to pay for it, you must employ someone to
maintain it
Inbound vs Outbound: Inbound use pull messaging to let customer find you naturally and organic, outbound
rely on push messaging to reach customers
Direct vs Automated: direct sales you engage in a one to one conversations with your customer, direct is the
most expensive, only worth if you must explain your product in detail because is very technical.
Indirect is for partnering with larger companies, they only engage to you when your product is mature and
can reach high volumes.
Retention before referral: while referral programs can be very effective encouraging word of mouth about
your product, you need to have a product worth talking about first.
You need to focus on delivery the promise first, that’s the best marketing tool
5. Revenue streams and cost structure they determined the viability of the business model
Focus on what you need to accomplish in the short term to make your business model viable.
Revenue streams:
An MVP (minimum viable product) does not mean a nonfunctional product.
Price is part of the product
Price define your customer segment
Cost structure:
List the operational costs you will incur while taking your product to the market
Use it to estimate a break-even point
Determine how much time, money and effort you need to reach it
You will use this to choose which business model you may start with
6. Key metrics
Dave McClure’s pirate Metrics
Acquisition describes the point when you switch a visitor into an interested prospect. For web pages, normally
is 8 seconds.
Activation describes the point when a customer has their first nice user experience.
Retention measures repeated use and engagement with your product. Re compra o vuelve a tienda fisica
Revenue measure how much money you got, if you would pay for the product or not.
Referral your happy customer recommends your product to new prospects.
7. Unfair Advantage is something that cannot be easily copied or bought.
Insider information
A dream team
Large network effects
Existing customers