Jump Starting Your Business Planning Process with the Lean Canvas Tool

Jump Starting Your
Business Planning
Process with the Lean
Canvas Tool
Stephen Orton, PhD
North Carolina Institute for Public Health
UNC Gillings School of Global Public Health
My observations:
• Healthcare folks interested in partnering
• Gov’t and non-profit organizations
interested in generating revenue
• Managers with innovative ideas
Best Use of a Public Health Business Plan:
Create/redesign a product or service…
for a Priority Community Need…
working with Partner(s)…
that generates Revenue
Poll Question
How much business planning experience do
you have?
A.
B.
C.
D.
A lot – I’ve written several business plans
Some – I’ve helped with a business plan
A little – I’ve seen a business plan
None – What’s a business plan?
Get idea
Develop
business plan
Define idea
Share
Study
feasibility
Define idea
Get idea
Develop
business plan
Share
Study
feasibility
www.leancanvas.com
Define Idea: Lemonade Stand
Problem
Solution
List key customer
problems to solve
Outline a possible
solution for each
problem
2
4
Key metrics
Existing
alternatives
List how these
problems are
solved today
List the key
numbers that tell
you how your
business is doing
8
Unique value
proposition
Single, clear, compelling message
that turns an
unaware visitor to
an interested
prospect
3
High-level
concept
List your x for y
analogy (e.g.,
YouTube=Flickr for
videos)
Unfair
advantage
Something that
can’t be easily
copied or bought
9
List your target
customers and
users
1
Channels
List your path to
customers
5
Cost structure
Revenue streams
List your fixed and variable costs
List your sources of revenue
7
Customer
segments
Early adopters
List the
characteristics of
your ideal
customers
6
Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the
Creative Commons Attribution-Share Alike 3.0 Un-ported License.
Define Idea: Lemonade Stand
• How did that go?
• What are we learning?
Lemonade Stand
Problem
Solution
Thirst
Cool, homey drink
Heat
Help a kid!
Summer blahs
Feeling selfish
Unique value
proposition
Unfair
advantage
Customer
segments
Cold, homemade
lemonade and a
little slice of
American nostalgia
We’re young and
cute!
Families going to
the pool
Channels
Key metrics
Existing
alternatives
Quarters per
minute
Going to the pool
Buying a Coke
People driving
through the
neighborhood
High-level
concept
Location
Early adopters
Sign on the corner
Classic lemonade
stand
Listserv message
Grandmom and
Granddad
Cost structure
Revenue streams
Marketing (F)
Lemonade, ice, etc. – in kind
Lemonade, lemons, ice, cup (V) – in kind
Fifty cents per cup
Table, yard space – in kind
Donations
Table, yard space – in kind
Canvas for Public Health
Problem
Solution
List key customer
problems to solve
Outline a possible
solution for each
problem
2
Existing
alternatives
List how these
problems are
solved today
4
Partners
Unique value
proposition
Single, clear, compelling message
that turns an
unaware visitor to
an interested
prospect
3
High-level
List key community
allies
concept
Evidence-based,
best, or promising
practice models
Unfair
advantage
Something that
can’t be easily
copied or bought
9
Customer
segments
List your target
customers and
users
1
Channels
List your path to
customers
5
Early adopters
List the
characteristics of
your ideal
customers
Cost structure
Revenue and resources
List your fixed and variable costs
List your sources of revenue for
startup, sources of revenue for
maintenance, and other resources
Key metrics
List the key numbers that tell you
how your business is doing
7
8
6
Evaluation
List methods and measures to show stakeholders
that you are achieving your mission
Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
Poll Question
Are you already working on your business plan?
A. Yes, we are reworking an existing program
B. Yes, we have a new product or service we
are developing
C. Yes, we have a rough new idea: napkin-stage
D. Yes, we have a lot of vague ideas, but
nothing ready to share
Brainstorming
Put one idea for a public
health business plan into the
chat.
Initial ingredients:
• Priority need
• A partner /partners
• Revenue
Problem
Solution
List top 1-3
problems
Outline a possible
solution for each
problem
2
Existing
alternatives
List how these
problems are
solved today
4
Partners
Unique value
proposition
Single, clear, compelling message
that turns an
unaware visitor to
an interested
prospect
3
High-level
List key community
concept
allies
Evidence-based,or
Evidence-based
best, or promising
best/promising
practice models
practices
Unfair
advantage
Something that
can’t be easily
copied or bought
9
Customer
segments
List your target
customers and
users
1
Channels
List your path to
customers
5
Early adopters
List the
characteristics of
your ideal
customers
Cost structure
Revenue
Revenueand
andresources
resources
List your fixed and variable costs
List
Listyour
yoursources
sourcesofofrevenue
revenuefor
for
startup,
startup,sources
sourcesofofrevenue
revenuefor
for
maintenance,
maintenance,and
andother
otherresources
resources
Key metrics
List the key numbers that tell you
how your business is doing
7
8
6
Evaluation
List methods and measures to show stakeholders
that you are achieving your mission
Lean Canvas is adapted from The Business Model Canvas (BusinessModelGeneration.com) and is licensed under the Creative Commons
Attribution-Share Alike 3.0 Un-ported License.
What Are We Learning?
•
•
•
•
•
•
Local knowledge is critical
So are good national models (evidence)
The boxes are connected
Linear? No – it is an iterative process
Know your customer
(Public health agency
might be involved
only for start-up…)
Some Examples
Executed Projects
• A Mother’s House
• Highland Health Center
• Learning Outside
• Eat Smart Move More
• Flu Plan
• Diabetes Plan
Other Outcomes
• Galvanized partners!
• Planned additional projects!
• Built buildings!
• Launched careers!
• Created community health!
• Scrapped unfeasible plans
• Handed off smoothly
More at http://maph.unc.edu
Next Steps
www.box.com/s/u5psagncpb5tsczvfzk0
What Can Go Wrong?
Planning Missteps
• Budget like a grant
• Lose customer focus
What Can Go Wrong
Easy barriers to see
• Time & money constraints
Harder barriers to see
• Lack of leader support
• Reliance on one individual
• Timing/speed
• Too successful
Final Thoughts
This approach does engage partners!
• Tell the truth
• Use 4-D glasses (things change over time)
• Get started!
– You have the skills
– You will learn as you go
Let’s Keep Talking...
Stephen Orton
sorton@unc.edu
919.966.8125
www.box.com/s/u5psagncpb5tsczvfzk0
Management Academy for Public Health