business model for startups
TRANSCRIPT
Business Models
Steve Blank
www.steveblank.comClean Tech Open Accelerator 2009, San Jose, California
Business Business PlanPlan
1. A document your investors make youwrite that they don’t read
2. A useful place for you to collect yourguesses about your business• Size of Opportunity• Customers• Channel• Demand Creation• Revenue/Expenses/Profit
Business Business ModelModel
1. A diagram that shows all the flowsbetween your company and itscustomers
Clean Tech MarketsClean Tech MarketsTransportSmart
PowerRenewablesGreen
BuildingEnergy
EfficiencyAir, Water& Waste
Clean Tech Markets -Clean Tech Markets - RiskRiskTransportSmart
PowerRenewablesGreen
BuildingEnergy
EfficiencyAir, Water& Waste
• Which markets have technology risk?• Which markets have customer risk?• Which have both?
Clean Tech Markets -Clean Tech Markets - Risk DefinitionsRisk DefinitionsTransportSmart
PowerRenewablesGreen
BuildingEnergy
EfficiencyAir, Water& Waste
• Technology Risk– risk is in development of the product (i.e. fuel cells, thin-film arrays,
etc.) then customers automatically adopt
• Customer risk– risk is in customer and market adoption
• Which have both?• You spend your time differently depending on risk
Size of Opportunity
LiquidityFollow-onSeed FinancingTeamManufacturingProd Dev ModelTime to MarketRegulatoryIP/PatentsBus/Rev ModelCustomer DevBiz DevMarketingSalesCompetitionCustomer
Clean Tech Markets - HypothesesClean Tech Markets - Hypotheses
• Your business plan is a set of untestedhypothesis
• What are they?• How do you test them?• How do you execute them?
Clean Tech Markets - HypothesesClean Tech Markets - Hypotheses
• Size of Opportunity– TAM, SAM
• Customer– Who’s the end user? Economic buyer? Reimburser?
• Sales– What’s the distribution channel?
• Marketing– How do you create end-user demand
• Customer Development– How do you test your hypothesis
• Business Model– How do all the parts work to create profits?
• Financing– What is the path to cash flow positive
Size of Opportunity
LiquidityFollow-onSeed FinancingTeamManufacturingProd Dev ModelTime to MarketRegulatoryIP/PatentsBus/Rev ModelCustomer DevBiz DevMarketingSalesCompetitionCustomer
Clean Tech MarketsClean Tech MarketsTransportSmart
PowerRenewablesGreen
BuildingEnergy
EfficiencyAir, Water
Waste
Size of Opportunity
LiquidityFollow-onSeed FinancingTeamManufacturingProd Dev ModelTime to MarketRegulatoryIP/PatentsBus/Rev ModelCustomer DevBiz DevMarketingSalesCompetitionCustomer
Clean Tech MarketsClean Tech MarketsTransportSmart
PowerRenewablesGreen
BuildingEnergy
EfficiencyAir, Water
Waste
Size of Opportunity
ImportantIsThis
Liquidity
Follow-on
Seed Financing
Team
Manufacturing
Prod Dev Model
Time to Market
Regulatory
IP/Patents
Bus/Rev Model
CustomerDevelopment
Biz Dev
Marketing
SalesCompetition
Customer
BusinessBusiness PlanPlan - Sum of Hypotheses - Sum of Hypotheses
• Business plan collects your hypothesis• Adds facts as you know them today• Contains a plan of how to turn hypothesis into facts• Extrapolates results if hypothesis turn into facts• Has a business model which is clearly articulated
Business Business ModelModel
• Goal is to get to a single diagram of yourbusiness
• Start by drawing pieces of your business– Problem/Opportunity– Market Size– Distribution Channel– Demand Creation– Financial assumptions
• Then put it all together
Definitions: Types of MarketsDefinitions: Types of Markets
• Existing Market– Faster/Better = High end
• Resegmented Market– Niche = marketing/branding driven– Cheaper = low end
• New Market– Cheaper/good enough can create a new class of product/customer– Innovative/never existed before
New MarketResegmentedMarket
Existing Market
Type of Market Changes EverythingType of Market Changes Everything
• Market– Market Size– Cost of Entry– Launch Type– Competitive
Barriers– Positioning
• Sales– Sales Model– Margins– Sales Cycle– Chasm Width
New MarketResegmentedMarket
Existing Market
• Finance- Ongoing Capital- Time to Profitability
• Customers- Needs- Adoption
TotalAvailableMarket
Total Available Market, Served AvailableTotal Available Market, Served AvailableMarket, Target MarketMarket, Target Market
25
ServedAvailableMarket
Target MarketSAM = how many can I reach
with my sales channel
TAM = how big is the universe
Target Market (for a startup) = who will be the most likely buyers
sizing up the market
SF
$123 billion tourismindustry inside the U.S.
$1 billion English travelguides sold annually
$210 million 20-35 yearold travelers
(Initial test market)
OLED’s ‐ Billion Dollar Opportunity
($790 million)TAM: En@re consumer electronics market
SAM: Size of TV market
Target Mkt: $155million!
($500 million!)
OLED TV market will grow to $15.29billion by 2015
Target products: Camcorders, DVDplayers and recorder, digital cameras,computer monitors, LCD and Plasma TV
YEAR 1 PROJECTIONS
Our target market is the FlatPanel display market.
Units sold : 1,000,000Price per unit : $700 - $1,000
Revenue from Royalties (assuming .5-1.0% of shelf price):Worst case = $3,500,000 Best Case = $10,000,000
Apex: ≥ 3.5M
+Sales Ecosystem
Superintendant
IT Director
Dept. Head
TeacherTeacher
District
School
Discussion channelMandate channel
Sale
Engagement(Early Stages) Another
schoolin thedistrict
Anotherdistrict
Manufacturing IP DistribuDon RetailAPEX
2 patents owned by Apex!• Technology patent - SOLED• Long-Brite and inkjet printing process
Licensed Partners:• Sony• Samsung(Other possibilities - LG, Toshiba, Panasonic,DuPont)
Partners’ distribution channels• Sony• Samsung(Other possibilities - LG, Toshiba, Panasonic,DuPont)
Consumer electronics• Flat Screen TVs through
Fry’s, Best Buy, Magnolia,etc
Dollar flows:
License feesRoyalties
APEX
Wages: founders &ConsultantsIP Costs: Lawyer& Patent costs.
Premises: Dev’t labs.
Patents
PARTNERS
Distribution Channel
+Demand Creation
State-by-state rollout: educational standards
Continuous iteration of feedback
Hypotheses: Willthey adopt, use,and pay?
10 schools f2f:
Sales: $1,066
Travel: $1,000
CA Pilot
Hypothesis: Howwell does it sellitself?
All telemarket
$533/dist
GrowAdoption
Hypotheses: Willthey buy hands-off? Can it scale?
CA telemarket
F2f elsewhere
BroadAdoption
distribution and demand creation Unique Idea: website and iPhone app form
symbiotic relationship
traffic
traffic
AdWords
Blogs (ex.Travelblog.org)Magazines
TravelApp
Listing
TravelSpy.com iPhone App
FinancialFinancial AssumptionsAssumptions
• Ten Numbers that matter depends onyour business
– Average selling price– Life time value– Material cost– Distribution channel cost– Customer Acquisition cost– Time to market– Time to cash flow positive– Etc.
• Do this before 45 pages of financials
Bird’s Eye View of our Business ModelHardware
($155)
Software (in-house)($1.00)
MyNote($156.00)
Online Distribution• Own website ($208+.3x)• Amazon.com ($40+32x)• eBay ($300+25x)
Offline Distribution• College bookstores($0.02)
Viral
Marketing
Target Market
$399.99
CustomerAcquisition
Cost:($41)
Demand Creation• SEO/SEM
• Blogs• Forums
• Bookstorepromotion
• Sales force• Viral marketing
• Website
END-USERS END-USERS
CITYBEATS.COMREVENUEREVENUE
SERVICE SERVI
CETwo Revenue StreamsTotal Revenue (year 1) = $ 90 KTotal Revenue (year 2) = $ 2.2 M
BUSINESS MODELiPhone Application Subscription Based Service
Nightlifevenues
Thirdparty
affiliates
$ 5/monthYear 1: $ 50KYear 2: $1.2 M
$ 2.99 (x.7)Year 1: $ 40KYear 2: $1M
March | 2011Critical Mass: 500,000 users
Planet Batteries
End Usersi.e. college students
EndUserSale$125
Corporate Investors•Partner router companies•Intel (they are interested inwireless technology)
Smaller Routercompaniesie Netgear,
Meru
IP license for WiBattechnology
$3.01
(See appendix E for figures)
Distributorsie Windsor$60.19
ManufacturedProduct
Retail Storesi.e. Best Buy, Fry’s
$93.75
ProductDelivery
Other Investors/ChannelsOther Investors/Channels
• Mission Point [email protected]
• Westly Grouphttp://www.westlygroup.com/
• California Public Utilities Commissionhttp://www.cpuc.ca.gov/SMBUS/