# Learning Objectives

Learning Activities in the original version (week#)

Learning Activities (additional options)

1.1 Understand the learning objectives and activities of this course

Read the syllabus, read the Lean LaunchPad blog posts of Steve Blank, look at presentations of past participating teams (week 0)Intro Lecture (week 1)

1.2 Learn how to use the business model canvas

Read Bmgen 14-49, Business Model Canvas Overview (week 0)Intro Lecture (week 1)

Watch the Alex Osterwalder talk in Stanford

1.3 Conceptual understanding of Customer Development

Read Manual 22-52, Intro to CustDev (week 0)Lecture (week 1)

Watch the latest video of Steve Blank explaining Customer Development (this links to the best and latest one I found as of this writing)Chuck Eesley on CustDev

1.4 Conceptual understanding of Customer Discovery

Read Manual 53-84, Intro to Customer Discovery (week 0)Intro Lecture (week 1)

Same video as above

1.5 Understand what startups are

Read the following blog posts by Steve Blank: 1, 2, 3 (week 1)Intro Lecture (week 1)

Same video as above

1.6 Learn by experience: market size, type of business, design of experiments,

Estimate the market size of your business. Decide what type of business you are doing. Design experiments for customer segment, value proposition, channel and revenue model hypothesis (week 1)

Market size: this video by Chuck Eesley: #15 Entrepreneurial Marketing

1.7 See examples of different business models and how they are expressed in the canvas

Read Bmgen 86-111 (week 1)

1.8 Conceptual understanding of the business model ideation process

Read Bmgen 135-145 (week 1)

# Learning Objectives

Learning Activities in the original version (week#)

Learning Activities (additional options)

2.1 Conceptual understanding of value proposition

Value Proposition Lecture (week 2)

Create a Customer-Value Map (also watch the video in that blog)

2.2 Conceptual understanding of visual thinking

Read Bmgen 146-150 (week 2)

2.3 Conceptual understanding of business model prototyping

Read Bmgen 161-168 (week 2)

2.4 Conceptual understanding of business model strategy based on environment

Read Bmgen 200-211 (week 2)

2.5 Learn by experience: validating customer segment and value proposition hypotheses

Get out of the building and interview as many people as you can. What did potential customers think of your value proposition hypothesis? Read this for tips.(week 2)

Link to Lean circle summaryCustomer visits do's and dont'shttp://productmanagementtips.com/2012/06/11/customer-visits-dos-and-donts/

2.6 Learn by experience: pivoting

Based on data from interviews, update your business model canvas. Present your data and your changes. (week 2)

3.1 Conceptual understanding of Customers / Users / Payers

Customers / Users / Payers lecture (week 3)

3.2 Learn by experience: users, customers, payers; value proposition validation

Get out of the building and interview 10-15 customers face-to-face (week 3)

3.3 Learn by experience: pivoting

Based on data from interviews, update your business model canvas. Present your data and your changes. (week 3)

# Learning Objectives

Learning Activities in the original version (week#)

Learning Activities (additional options)

3.4 Conceptual understanding of Customer Insights and the Empathy map.

Read Bmgen 127-133 (week 3)

3.5 Conceptual understanding of Channels Hypothesis

Read Manual 98-111, Channels Hypothesis (week 3)

Eesley # 19 Trialpay

3.6 Conceptual understanding of Customer Discovery Phase 2 and 3

Read Manual 189-255, Customer Discovery Phase 2 and 3: Do people care and Test Product Solution (week 3)

3.7 Conceptual understanding of Test Sell Channel Partners

Read Manual 406-412, Test Sell Channel Partners (week 3)

4.1 Conceptual understanding of Distribution Channels

Distribution Channel lecture (week 4)

4.2 Learn by experience: understand channel partners

Get out of the building and interview 10-15 potential channel partners face-to-face. What were your hypothesis and what did you find out from the interviews? (week 4)

4.3 Learn by experience: pivoting

Based on data from interviews, update your business model canvas. Present your data and your changes. (week 4)

4.4 Learn by experience: get feedback using a low-fidelity website (web teams)

For web teams, create a low fidelity website. See Manual 211-217 (week 4)

4.5 Conceptual understanding of Customer Discovery Phase 3

Read Manual 227-255, Customer Discovery Phase 3: Test Product Solution (week 4)

# Learning Objectives

Learning Activities in the original version (week#)

Learning Activities (additional options)

4.6 Conceptual understanding of Sales Channel Roadmap

Read Manual 332-342, Sales Channel Road Map (week 4)

5.1 Conceptual understanding of Demand Creation

Customer Relationships / Demand Creation lecture (week 5)

Get/Keep/Grow Customers: watch Chuck Eesley # 16

5.2 Learn by experience: Demand Creation

For web teams, bring in traffic and analyze.For non-web teams, get data on demand creation and channel cost and efficiency.Gather feedback and identify entry barriers.Present marketing campaigns.(week 5)

5.3 Learn by experience: get feedback using a prototype (non-web teams)

For non-web teams, get a prototype ready and use it to test customer perception. (week 5)

5.4 Conceptual understanding of testing features

Watch Mark Pincus talk about Quick and Frequent Product Testing and Assessment (week 5)

5.5 Conceptual understanding of Customer Discovery Phase 3: Test Product Solution

Read Manual 277-331 (week 5)

6.1 Conceptual understanding of Revenue Model

Revenue Model lecture (week 6)

6.2 Learn by experience: pricing tactics, payment flows, selecting metrics, test pricing

Do these for your business. Test pricing: 100 customers for web, 15 customers for non-web. What is the revenue model? What are the pricing tactics? Draw diagram of payment flows. Key metrics? Present. (week 6)

6.3 Conceptual understanding of Pivot or Proceed

Read Manual 257-270, 249-259: Pivot or Proceed (week 6)

# Learning Objectives

Learning Activities in the original version (week#)

Learning Activities (additional options)

6.4 Conceptual understanding of evaluating business models using the business model canvas

Read Bmgen 212-225 (week 6)

7.1 Conceptual understanding of Partners

Partners lecture (week 7)

7.2 Learn by experience: aligning with the right partners talking with them.

Think of appropriate partners and their relationship with you (give and take). Talk to some. Update the canvas. Present (week 7)

7.3 Conceptual understanding of Partners

Read Manual 406-412, Test Sell Channel Partners (week 7)

7.4 Conceptual understanding of business model environmental analysis

Read Bmgen 200-211 (week 7)

8.1 Conceptual understanding of Resources and Cost Structure

Resources and cost structure lecture (week 8)

8.2 Learn by experience: expense model

Assemble a resource assumption spreadsheet, compute cash-flow break-even point, list key financial metrics for costs, etc. Present (week 8)

9.1 Conceptual understanding of Key Resources Hypothesis

Read Manual 169-175 (week 9)

10.1 Conceptual understanding fundraising

Lecture on fundraising. Raising money and company building. Friends and family, Seed rounds, Series A. Scalable versus buyable startups. Web versus physical products.

# Learning Objectives

Learning Activities in the original version (week#)

Learning Activities (additional options)

10.2 Conceptual understanding fundraising

Read the following blog posts by Steve Blank: “Lessons Learned - A New Type of Venture Capital Pitch” and “Raising Money Using Customer Development”

10.3 Learn by experience: fundraising

Get out of the building and raise some money.