-- SOLD OUT --

When: Wed 29 & Thu 30 Nov 2017

Where: WeWork Pyrmont, 100 Harris St, Pyrmont NSW 2009

Learn the Counter-intuitive Approach to Uncovering What Customers Want and Building Products They Can't Refuse - Quickly and Cheaply.


We’ve all heard of the monster “transformation” project which chews up millions of dollars and which, a year later, gets scrapped because it was unable to even define what it was going to do and why. All that time, effort and money; down the drain - wasted.

Why are these projects started without a clear idea of what problem they are trying to solve? Why do we spend so much time writing a business case, only to get knocked back by the funding committee with the purse strings?

To make matters worse, 7 in 10 products fail. Not because we fail to build what we set out to build, but because we waste needless time, money, and effort building the wrong product - something nobody wants.

Why does it take us so long to realise that we are working on the wrong thing? Why does this happen and how do you build what customers want?

Surveys, focus groups, asking customers doesn't work because customers often don't know either.

"It is not the customer's job to know what they want." - Steve Jobs

In this 2-day hands-on workshop, you'll learn exactly how to uncover what customers want and how to systematically turn these insights into products your customers cannot refuse. 

Built on business modelling, Lean Startup, and jobs-to-be-done thinking; this workshop promises to shorten your timeframes and raise your odds of success.

Having spent time inside large organisations, I know how difficult it is to get things done and how even the smallest things cost millions. This workshop is about getting things done faster and about doing more with less money.

Life's too short to build things nobody wants.

Led by Leo Cerda from The Beanstalk Factory in partnership with Ash Maurya from LEANSTACK.

Leo has ‘been there done that’ and spent 12 years inside large organisations where he raised over $40m in funding to identify, define and deliver over 20 new ventures using both traditional and entrepreneurial methods. 

The world is moving faster than ever, yet organisations are still moving slowly. Recognising that they need to change and work differently, Leo turned his attention towards enabling organisations to innovate by spreading his first-hand knowledge in moving the dial and getting things done.

Author of two best-selling books (Running Lean and Scaling Lean) and the creator of the highly popular 1-page business plan template: Lean Canvas, Ash Maurya has spent the last five years teaching and refining the Lean Startup methodology through numerous workshops and bootcamps around the world.

The Beanstalk Factory has partnered with Ash to deliver his methodology in Australia and has tailored the approach so that it’s relevant to large organisations across any industry. This is not a theoretical class with endless buzzwords, it is a hands-on workshop to teach you how to seriously shorten the time to get from an idea to a validated business model.

Who Should Attend

This workshop is designed for people in large organisations who are tasked with bringing new ideas to life, people who develop business cases and submit funding requests, and; people who work in projects and want to work differently. 

Product Developers, Product Managers, Project Managers, Intrapreneurs, Innovation Managers, Service Designers and other Visionaries will find value in attending.

The workshop lays out a framework for taking ideas all the way from concept to scale. Unlike Design Thinking, we will be working on the business model which underpins a customer problem and solution. Customer empathy will only get you so far unless you are able to sustainably make your business model viable.

Day 1: Hacking the "business case" process to get you from idea through to a business & financial model quickly.

Instead of spending three months developing a business case and financial model, we’ll develop multiple business models in three hours and will then identify their riskiest parts (ie the ones that will make it collapse if they are proven wrong).

Instead of developing a complex financial model in Excel with intricate assumptions and overpromising revenue/cost projections, we’ll identify a set of metrics and develop a simple model to hold yourself accountable to.

Day 2: Validation of the business model and development of an MVP.

We will share field-tested techniques on customer interviewing, experimentation and MVP development.

You will learn techniques to validate your problem and solution with customers, but also validate your business model with internal stakeholders who make decisions and control the purse strings. 

Workshop Details

The workshop is run over two full days of interactive sessions and hands-on practice. You are able to attend only one day, but we recommend you attend both as they complement and build on each other.

DAY 1 - Developing your Business and Financial Model

The first day is themed around Business Model creation using intrapreneur to customer (B2C) conversations to uncover what customers want.

The day starts with a general overview of the methodology and then we get to work on defining your true product - your business model.

By the end of the first day, you'll learn how to effectively capture, refine, and pitch your core business model and define success to internal and external stakeholders. 

9:30 - 10:30 - Lean Startup Overview

  • Understand why building new products is hard
  • Overview of the 3 meta-principles for applying Lean Startup
  • Introduction to the 1-page business model template: Lean Canvas

10:30-11:00 - Coffee Break

11:00 - 12:30 - Articulating your idea

  • Start with the Why: Define the Why, How and What of your idea
  • Developing your Business Model: Define multiple Lean Canvases for your idea
  • Uncovering Problems Worth Solving: Advanced techniques for problem definition.
  • Using Jobs-to-be-done to define your unique value proposition.

12:30-13:30 - Catered Lunch

13:30 - 15:30 - Traction Modeling

  • Define you key metrics: Objectives > Outcomes > Measures
  • Learn how to test whether a business model is worth pursuing
  • Learn how to define the single key metric that matters in your business model - TRACTION.
  • Understand the key levers of traction and model the traction levers for your business.

15:30 - 16:00 - Coffee Break

16:00 - 17:00 - Pitching The Business Model

  • How to effectively share a business model with team members and senior leaders.
  • How to pitch a business model for validation.

17:00 - 17:30 - Day 1 Wrap-up

DAY 2 - Validation of your business model and development of an MVP.

The second day is themed around Business Model Validation using intrapreneur to stakeholder (B2B) conversations to define, measure, and communicate progress.

Business Model Validation is much greater than creating a Business Model and this is where you'll learn actionable techniques for distilling and stress testing your business model down to testable assumptions or hypotheses.

By the end of the day, you'll learn how to craft effective experiments that maximize for breakthrough learning.

9:30 - 10:00 - The Art of The Scientist

  • The Entrepreneurial Method
  • The #1 most important thing scientists do. Hint: It isn't running experiments. That's #2.

10:00 - 11:00 - Running Experiments

  • Learn how to craft effective experiments that maximize for speed, learning, and focus.
  • Track and communicate your progress using innovation accounting tools.

11:00 - 11:30 - Coffee Break

11:30 - 12:30 - The MVP

  • What is an MVP?
  • Different types of MVPs
  • Develop a plan for your MVP

12:30 - 13:30 - Catered Lunch

13:30 - 15:00 - Applied Systems Thinking

  • Introduction to constraints thinking.
  • Learn how to prioritise and break constraints in your model.

15:00 - 15:30 - Coffee Break

15:30 - 17:00 - Building Features People Want

  • How to practice Lean beyond your Minimum Viable Product (release 1.0)?
  • How to build continuous feedback loops with customers.

17:00 - 17:30 - Day 2 Wrap-up

Workshop Bonuses

  • A copy of the “Running Lean” book
  • A copy of “Scaling Lean” book
  • One month unlimited access to LEANSTACK app

Practice Trumps Theory

Your instructor, Leo Cerda, has worked inside corporate environments and successfully applied these methods inside large organisations. What’s more, The Beanstalk Factory has partnered with Ash Maurya who is praised for offering some of the best and most practical advice out there for entrepreneurs.

At this event, you won't just hear theory and a bunch of case-studies but instead, roll up your sleeves and actually move your idea forward. If the event fails to deliver on this promise, we'll gladly refund your entire ticket price.

Ready to up your game?

You'll learn how to run Lean inside large organisations.

You'll participate in interactive sessions with other fellow innovators.

And you'll apply all this to your own idea.

Spots are limited. Register today.

Interested in Sponsoring? Contact us via team@beanstalkfactory.com

100% Money-back Guarantee:

Our success metric is based on building better innovators.

We want you to succeed. Period.

If after two days, you feel like you don't know how to move your idea forward, we'll gladly refund your entire ticket price.

Terms & Conditions

Cancellation Policy: You may cancel your ticket up to seven days before the event for a full refund. After that time, we cannot accept cancellations for logistical planning reasons. But you can still request a participant change by dropping us an email and sending someone else in your place.

About Us

The Beanstalk Factory is a leading Australian innovation consultancy with clients amongst corporates, universities and government departments. Peter Bradd and Jack Delosa founded the company in 2015 with a mission to be the catalyst for change in Australia’s organisations.

We enable innovation through the hands-on application of leading entrepreneurial methodologies. We help organisations innovate faster and with more confidence by focusing on the capability uplift of people in the process of addressing real business problems. We want you to learn so that you can take this back to your organisation, apply it and succeed.

Leo Cerda - Instructor

Leo Cerda - Instructor