The Next Economy

Incubation Workbook

Your personal workbook to fill in tools and assignments

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Name:............................

Location: …………………….

Business: ……………………

Table of content

• Problem Definition Template
• 5x Why Template
• Research The Current Solutions Template
• Diary of one current solution Template
• SWOT Analysis Template
• Research Plan Template
• Interview Script Template
• Persona Template
• Reflection Template

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How to use this workbook

Create a copy of this workbook and fill in the templates directly in the slides

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Module 1

Introduction

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Module 1- Introduction

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Module 1- Introduction

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Module 1- Introduction

Draw yourself

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Module 1- Introduction

Write down the following:

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1. Name of your business:
2. When did your business start:
3. What does your business sell:
4. Why does your business sell that particular product/service:
5. To whom does your business sell that product/service:

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Module 1- Introduction

Reflection on business monitoring

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1. What was your biggest take away?
2. Was there anything that surprised you (negatively or positively)?
3. If you look at these items, what are the top 3 priorities that you would expect extra help or mentoring on during the incubation track?

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Module 1- Introduction

Network mapping

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Module 1- Introduction

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Your business

Module 2

Falling in love with the problem

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Module 2 - Falling in love with the problem

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Module 2 - Falling in love with the problem

Problem

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Module 2 - Falling in love with the problem

Solution

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Module 2 - Falling in love with the problem

Form a group and list the reasons why customers GO to the restaurant:

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Module 2 - Falling in love with the problem

Form a group and list the reasons why customers do NOT GO to the restaurant:

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Module 2 - Falling in love with the problem

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Module 2 - Falling in love with the problem

Write down in 1 sentence the ‘problem’ that you are attempting to solve for a customer with your value proposition and share it in the group.

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Module 2 - Falling in love with the problem

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Module 2 - Falling in love with the problem

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Module 2 - Falling in love with the problem

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Module 2 - Falling in love with the problem

Module 3

Customer Journey

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Module 3 - Customer Journey

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Gains

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Pains

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Jobs

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Pain relievers

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Products and

Services

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Gain creators

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Module 3 - Customer Journey

Customer

Product

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Module 3 - Customer Journey

Day-in-the-life:

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1. Set objectives

2. Create Personas

3. List touchpoints

4. Identify elements to show on the map

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Module 3 - Customer Journey

Day-in-the-life:

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1. Set objectives

What are you trying to accomplish? Is there a problem you’re trying to solve? A product you’re about to launch? An experience you want to learn more about? Articulate the challenges you’re facing so you can better use your CJM. Then write down your objectives.

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Module 3 - Customer Journey

Day-in-the-life:

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2. Create Personas

What does your customer look like? Where do they live? What do they like and dislike? Where do they get their information? What are their struggles/problems? What does their family situation look like? Which (types of) media do they use? Which places do they visit?

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Module 3 - Customer Journey

Day-in-the-life:

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3. List touchpoints

Customer touchpoints are every instance of interaction or engagement that happens along the journey. In which places (online or offline) do customers interact with your business? Think of websites, brochures/flyers, shops, phone… List the ones your customers are already using and those you would like them to use.

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Module 3 - Customer Journey

Day-in-the-life:

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4. Identify elements

Plan out an idealized version of your customer journey: which touchpoints do you need to add to make this happen? (website, stall, posters, extra staff, delivery service)

Module 4

Lean Canvas

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Module 4 - Lean Canvas

COSTS

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REVENUE

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Place these examples in the respective columns and calculate the business’s profitability

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Salaries

1000$ per month

Packaging

500$ per month

Marketing

100$ per month

Supplies

1000$ per month

Rent

750$ per month

Selling shoes in the shop

2000$ per month

Selling shoes on his webshop

700$ per month

Shoe repairs

500$ per month

PROFIT:

Remember!

Salary for yourself is also a cost!

Top 3 problems

Top 3 features

Single, clear and compelling message that states why you are different and worth buying

Can’t be easily copied or bought

Target Customers

List how these problems are solved today.

Key activities you measure

Path to customers

List the characteristics of your ideal customers.

List your fixed and variable costs.

Customer acquisition costs

Distribution costs

People

Etc.

List your sources of revenue.

Revenue Model

Lifetime Value

Revenue

Gross Margin

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Module 4 - Lean Business Canvas

The Lean Canvas

Designed for:

Designed by:

Date:

Version:

Problem

Existing Alternatives

Cost Structure

Solution

Key Metrics

Unique Value Prop.

High-Level Concept

Unfair Advantage

Channels

Customer Segments

Early Adopters

Revenue Streams

Module 5

Financial Basics

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Module 5 - Financial Basics

Preparation

Things to do in order to be ready before the training:

During

Things to focus on to facilitate a perfect training:

After

Things to not forget to assure participants come back:

• Read: https://www.investopedia.com/terms/f/financial-statements.asp
• Read: https://venturebeat.com/2013/06/08/startups-financial-terms/
• Watch: https://www.youtube.com/watch?v=cRDcAeOJn7s
• Write down all the questions you have
• https://www.investopedia.com/financial-term-dictionary-4769738 is your best friend for looking up financial words and concepts!

• Take notes! You will get a lot of information
• Ask questions! getting the basics right is important, so feel free to always ask and check to make sure you understand.

• Doing the homework will take time, so plan it in advance. Think about getting together with 2 or 3 other participants so can discuss and share problems.
• The financial templates can be accessed here: https://drive.google.com/file/d/1IwW7R8Lwsr3-UUd3f21uoJwYEHRYQJ29/view?usp=sharing
• https://www.investopedia.com/financial-term-dictionary-4769738 is your best friend for looking up financial words and concepts!

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Module 5 - Financial Basics

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Module 5 - Financial Basics

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Module 5 - Financial Basics

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Module 5 - Financial Basics

Module 6

Financial Modelling

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Module 6 - Financial Modelling

Preparation

Things to do in order to be ready before the training:

During

Things to focus on to facilitate a perfect training:

After

Things to not forget to assure participants come back:

• Make sure you have your profit & loss statement prepared and at hand during the session

• Take notes! You will get a lot of information
• Ask questions! getting the basics right is important, so feel free to always ask and check to make sure you understand.

• Doing the homework will take time, so plan it in advance. Think about getting together with 2 or 3 other participants so can discuss and share problems.
• https://www.investopedia.com/financial-term-dictionary-4769738 is your best friend for looking up financial words and concepts!

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Module 6 - Financial Modelling

Ideas to increase your units sold

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Module 6 - Financial Modelling

Ideas to increase your price

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Module 6 - Financial Modelling

Ideas to decrease your costs

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Module 6 - Financial Modelling

Impact

High

Low

Low

High

Influence

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Module 6 - Financial Modelling

Testing financial variables in your business

Module 7

Negotiation

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Module 7 - Negotiation

Module 8

Market Testing

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Module 8 - Market Testing

• Your Key Performance Indicators (KPI’s) determine when your test is a success

→ what do you want to test (pick and choose, don’t test it all)

→ how many people do you need to test with to be indicative of the market?

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Module 8 - Market Testing

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Module 8 - Market Testing

High

Impact

Feasibility

Low

Easy

Hard

Module 9

Marketing & Sales

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Module 9 - Marketing & Sales

1. Positioning

2. Target group

3. Communication planning

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Module 9 - Marketing & Sales

1. Positioning

Start positioning yourself on the basis of WHY you’re doing something

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Module 9 - Marketing & Sales

2. Target Group

Start understanding your target group

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Module 9 - Marketing & Sales

3. Communication Planning

Create a strategy to communicate with your target group

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Module 9 - Marketing & Sales

Customer profile

Who would be a lucrative customer profile for your business?

Name:

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Age:

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Location:

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Income:

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Family size:

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Channels used:

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Personal values:

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Important things:

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Motivations to buy your product:

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Picture or drawing

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Module 9 - Marketing & Sales

Media

Select around 5 media you would use to reach out to potential customers:

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Radio | Television | Newspapers | Poster Campaign | Video game advertisements | Flyers | Brochures | Wallpapers | Aerial advertising | Guerrilla Marketing | Roundtable Meetings | Events | Cold Calling | Trade shows | Speaking | Exhibitions | Sponsorship | Merchandising | Conferences | Packaging | Books | Sampling | Contests | Billboards | Catalogues | Advertising | Home Shows I Website | Social Media | Newsletter | Webinars | SEO | SEA | Blogs | Whitepapers | Video | Apps | RSS | Community Management | Affiliates | Forums | Comment Marketing | Social Bookmarking | Competitions| Games | Local Directories | Inbound Marketing | Freemium services |

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Module 9 - Marketing & Sales

Marketing goal - in 6 months from now:

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• Reach out at least to …...customers that reflect this profile

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• At least …... customers adopted your product/service

Module 10

How to build my team?

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Module 10 - How to build my team?

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Module 10 - How to build my team?

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Module 10 - How to build my team?

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Module 10 - How to build my team?

Module 11

Financial Planning & Investment

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Module 11 - Financial Planning & Investment

Preparation

Things to do in order to be ready before the training:

During

Things to focus on to facilitate a perfect training:

After

Things to not forget to assure participants come back:

• Read: https://eqvista.com/types-of-company-funding/different-type-of-investors/
• Read:
• https://www.investopedia.com/ask/answers/042215/what-are-benefits-company-using-equity-financing-vs-debt-financing.asp
• Write down all the questions you have
• https://www.investopedia.com/financial-term-dictionary-4769738 is your best friend for looking up financial words and concepts!

• …
• ...

• Take notes! You will get A LOT of information
• Ask questions! getting the basics right is important, so feel free to always ask and check to make sure you understand.
• This is your last finance module, so feel free to also ask questions from previous topics also! Last chance!

• Work on your financial planning and keep looking at your financial statements.

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Module 11 - Financial Planning & Investment

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Module 11 - Financial Planning & Investment

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Module 11 - Financial Planning & Investment

Module 12

Business Plan

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Module 12 - Business Plan

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Module 12 - Business Plan

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Module 12 - Business Plan

PRODUCT / SERVICE

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Module 12 - Business Plan

PRODUCT / SERVICE

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Module 12 - Business Plan

PRODUCT / SERVICE

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Module 12 - Business Plan

PRODUCT / SERVICE

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Module 12 - Business Plan

MARKET REACH

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Module 12 - Business Plan

MARKET REACH

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Module 12 - Business Plan

MARKET REACH

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Module 12 - Business Plan

BUSINESS MODEL

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Module 12 - Business Plan

BUSINESS MODEL

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Module 12 - Business Plan

BUSINESS MODEL

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Module 12 - Business Plan

BUSINESS MODEL

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Module 12 - Business Plan

BUSINESS MODEL

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Module 12 - Business Plan

MARKETING

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Module 12 - Business Plan

MARKETING

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Module 12 - Business Plan

MARKETING

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Module 12 - Business Plan

OPERATIONAL PLAN

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Module 12 - Business Plan

OPERATIONAL PLAN

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Module 12 - Business Plan

OPERATIONAL PLAN

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Module 12 - Business Plan

THE TEAM

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Module 12 - Business Plan

THE TEAM

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Module 12 - Business Plan

FINANCE

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Module 12 - Business Plan

FINANCE

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