In the first activity, students had to narrow down their idea and identify the problem it was attempting to solve. As Simon pointed out, in his experience, the main reason for start-ups failing at an early stage is that most founders have a solution, and then they set out searching for a problem to solve – rather than finding a problem first and then solving it. In this exercise, participants had one minute to pitch their ‘problem’ in pairs, going around the room.
The interesting models featured in the pictures above are actually a representation of one day in the life of each participant’s ideal customer. Mapping out the journey, setting up a scene, and telling a story was challenging but fun – some great ideas came out of this exercise.