Lean Startup: Impact pour nos Grandes Entreprises


Venu de l’ingénierie de la Silicon Valley, le Lean Startup est en train de révolutionner la façon de créer les startups. Mais pas que. Cette approche pratique et systématique commence à faire son chemin dans nos grandes entreprises françaises.

Le Lean Startup reconnait que la réussite d’un produit passe simplement par son adoption par le marché. Les clients et utilisateurs sont au centre de la démarche dont le but est de comprendre comment créer, livrer et capturer de la valeur pour ses clients.

Face à la planification de développements souvent sans fin, elle prone des itérations rapides sur une version minimal du produit (MVP = Minimum Viable Product) qui permette de mesurer les comportements des clients et à terme de mieux comprendre leur besoins et attentes. Partir d’une idée de service, construire un premier proto avec le minimum d’efforts, mesurer les comportements des utilisateurs, apprendre ce qui marche et qui ne marche pas et itérer. C’est le cœur du Lean Startup, la boucle build-measure-learn.

Le principe est simple : comme la voie du succès est ponctuée d’erreurs, autant les faire le plus vite et à moindre coût afin de pouvoir réorienter ou faire « pivoter » le concept autant de fois que nécessaires.

Aujourd’hui leadées par quelques spécialistes visionnaires (peut-être même illuminés aux yeux de certains), les grandes entreprises en France adoptent le Lean Startup.

    Dans l’entreprise le Lean Startup sert:

  • aux directeurs innovation qui cherchent à équiper leurs équipes de méthodes
  • aux product managers qui utilisent ces outils pour comprendre les besoins clients et faire évoluer leur produit en fonction
  • aux départements marketing qui comprennent les limites des études de marchés et cherchent à renouer le contact direct avec leurs clients

Dans ce monde en constante évolution, le Lean Startup émerge comme l’approche business adapté à notre temps.

Getting your first customers – simplified customer development

Sometimes startups come to me with this problem: we have created this great service, how can we get our first customers.

Those startups quite often need to put a hold on product development and focus customer development.

What they don’t actually know is:
– are they addressing a real, existing problem or a burning need ?
– does their service or product actually solve the problem – to the eyes of their target customers (or to their wallets should I say).

Answering those questions with genuine insight from real people is what customer development is.

Here is how to do it. It look and sound easy can be very tricky as it’s goes against a lot of expected cultural and social behaviours.

Find 10 potential customers from the target group and understand if the problem you are solving is a big pain or they dont really care.

For each customer understand where they stand:

  1. Did they have the problem ?
  2. Did they know they have the problem ?
  3. Did they look for a solution ?
  4. Did they hack a solution ?
  5. Did they pay for a solution ?

Customer problem categorisation - customer development

Achtung! Don’t ask them those questions. Have a conversation – not an interview – about the problem you are trying to solve and understand how they are solving it today. At the end, categorize them into the buckets above.

Once this is clear, the question is, how do I find those 10 potential customers ?
Be creative, try different methods. Which ever method works best can later become one of you marketing / communication channel. Drop the one that dont work. If you can’t find those first 10 customers, how are going to find 100s of them ?

If your product solves the problem, the people that you identified as paying for a solution (the last bucket) are your potential customers. You can start selling it to them.

Crisis communication (1/4) – examples

As as part of Marketing lectures I am giving to the students about crisis communication, I have gather a set of real life examples that illustrates the best practices to follow. This is the first post a series where I share those examples and best practices.

January 2010, an article in the New York Times advances that H&M destroys its unsold clothes in order to prevent steal and deterioration of the brand image.
Quickly, a link to the article is published to the 1,4 million fans of the H&M Facebook page.
The story is picked and amplified by the Huffington Post.
H&M response: What they did was post a message on Facebook (followed by two similar ones) on the same day and the day after followed by a press release.

One of H&M’s missions is to take responsibilities as regards the way our methods affect people and the environment. Our policy is to give damaged and used clothes to humanitarian organizations. We investigate why our 34th avenue store throw out unsold clothes. The US head office donates every year thousands of clothes through the NGO Gifts in Kid International.

In 2009, two Domino’s Pizza employees published this video.

Domino’s Pizza responded with this video from Patrick Doyle, president of Domino’s USA.

Clear, concerned, impact full…

Integrated marketing communication

Integrated marketing communication really resonated with my consumer centric mindset.

Wikipedia defines IMC as:

This is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.

The seamless experience for the customer is a concern shared with the customer centric product development approach.

This Brand touch point matrix perfectly symbolise this approach.

The consumer have different touch points with your brand. Your job as a marketer is simple: you need to increase those touch points and make sure that each touch points helps the consumer to move forward into the conversion funnel. If your touch points are not taking the consumer into the same directions then your marketing is not as effective as it could be.

Going a bit deeper, integrated marketing communication redefines the 4 P’s with 4 C’s:
Not PRODUCT, but CONSUMER – understand the consumers problem and respond to that.
Not PRICE, but COST – understand the consumer’s cost to satisfy the need. Price is just one part of the cost.
Not PLACE, but CONVENIENCE – specially true in the digital age: convenience of the buying, convenience of the delivery, convenience of access, convenience of availability…
Not PROMOTION, but COMMUNICATION – mediums working together to present a unified message with a feedback mechanism to make the communication two-way.

Read more on comprehensive overview on integrated marketing communication from MultimediaMarketing.com – or this story with loads of examples.

Marketing budgets: 2 good and short reads

While doing research, I found those two pieces very insightful on how to define your marketing budget:

  • The marketing budget and how to define it:
    • build your budget around your goal,
    • focus on ROI
    • and favor measurable medias.

    From blogtrepreneur.

  • 4 ways to decide your marketing budget:
    • take a percentage of your sales
    • decide it arbitrarily
    • match the competitor budget
    • or built it on your marketing objectives (growth).

    From LegalZoom.

Marketing concepts explained in 2 Minutes

Simple and on spot. This funny video is a bit of fresh air for the marketing class.

Those are the concepts:

1. You see a gorgeous girl at a party. You go up to her and say: I am very rich. Marry me! – Thats Direct Marketing

2. Youre at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: Hes very rich. Marry him. – Thats Advertising

3. You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day, you call and say: Hi, Im very rich. Marry me. – Thats Telemarketing

4. Youre at a party and see gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink, you open the door of the car for her, pick up her bag after she drops it, offer her ride and then say: By the way, Im rich. Will you marry me? – Thats Public Relations

5. Youre at a party and see gorgeous girl. She walks up to you and says: You are very rich! Can you marry ! me? – Thats Brand Recognition

6. You see a gorgeous girl at a party. You go up to her and say: I am very rich. Marry me! She gives you a nice hard slap on your face. – Thats Customer Feedback

7. You see a gorgeous girl at a party. You go up to her and say: I am very rich. Marry me! And she introduces you to her husband. – Thats demand and supply gap

8. You see a gorgeous girl at a party. You go up to her and before you say anything, another person come and tell her: Im rich. Will you marry me? and she goes with him – Thats competition eating into your market share

9. You see a gorgeous girl at a party. You go up to her and before you say: Im rich, Marry me! your wife arrives. – Thats restriction for entering new markets

Digital Marketing – student project

This is a post for my students at the Master of Business and Management at University Paris 10 Nanterre la Defense. It aims to introduce the project they will be working on during the first semester. If you are a professor, feel free to use this as well and let me know how it went, I would love to here from you!

This is a group project to get you familiar with different online marketing tools and techniques.

Your group (3 to 4 students) is given the responsibility of marketing a mini-commerce site. This site is selling a product or range of products of your choice. You will actually need to create that site you can do simply using weebly.com. You will be selling the products via the Amazon site of your target market. You need to sign-up to the Amazon Associate program. The user will complete their purchase on the Amazon website. This will allow you to track sales and conversions.

Now that your mini-ecommerce site is setup, marketing effort can start and run during the course of the semester – until December.

Once your store is in place, you can start playing with the different tools to drive traffic to it.

    Here is what is suggested to start marketing your site:

  • Google AdWords (initial free credits available via Google) –SEM
  • get into Google search with Google WebMaster toolsSEO
  • track what’s going on in your site with Google Analytics
  • Bing Ads (you can get a free initial credit by adding your site to Bing WebMaster tools) –SEM & SEO
  • Create a Facebook page (build fan base and market your products there) –SMO
  • Twitter account (engage with people likely to buy the product – your target audience) –SMO
  • Try something of your own

During the lectures we will cover all the thinking that need to be applied to market those products and go into the details the tools that will allow you to do this project properly.

Confucius said, twitter is growing

Time for a quite update on how Confucius140 is growing on twitter. It is a experimental account that tweet twice a day a famous quote.

Growth is steady, about 8 new followers per day. The account is now reaching 4.000 followers.

According the retweet.co.uk it’s getting about 8 retweet for each quote. This is a 0.2% retweet per follower.

The most retweeted tweet resulted of Enrique Bunbury retweet. Thank you Enrique and your 150k followers.

Tweetreach provided nicely presented stats but I struggled to make anything out of it and found the number confusing.

The Confucius experiment is now spreading to Facebook – as the Confucius Wisdom fan page. This simple tweet allowed the page to get started with 7 likes. Let’s wait and observe how virality works on Facebook now.

Digital marketing mind map

While preparing the lecture on digital marketing for Paris Ouest University master students, I put together this mindmap. It’s designed to give a quick 1 hour overview of different aspects of digital marketing. Feel free to use it.

I finished the lecture with this video, “from Ad Men to Math Men”. It’s a bit long and complex so pausing after each chapters to discuss is a good idea.