12 good and bad ideas in Entrepreneurship by Oliviere Ezratty

12 good and bad ideas in entrepreneurship

olivier@oezratty.net, http://www.oezratty.net, @olivez HEC Startup Day, November 8th 2013

starting alone

1

diversity

social background

curiculum

experience and skills

gender

age

language, country

outsource strategic roles

2

business model before value model

3

selling model

problems

problem value problem volume

customers

solution

product price

legacy

business plan

situ

atio

n

solu

tio

n

go t

o

mar

ket

cost constraints

price constraints

technology

labs

segmentation x

selling the product and not the value

4

product benefit taylored for the customer

let the customer talk about his/her pain points

customer legacy pain points & related costs

what the product does

pe

rce

ive

d a

dd

ed

val

ue

1 2 4

difference between the product and the situation

3

difference between the product and the situation for the given customer segment

vertical customization of the product benefits

pain points of specific customer segments

marketing pitch sales pitch

difference between customer pain points and product solution

forgetting the product

4 bis

lack of strong differentiation

5

selling users data

social-local-mobile

bitcoin

3D printing

augmented reality

becoming a service vendor

6

service tooled service product

customer request? segmentation?

long/short term revenue? investment?

scale?

product

specific code settings

settings tools

API

training

consulting se

rvic

es

p

rod

uct

self

forgetting the strenghts of platforms

7

feature

product

platform company

software tools outlook, adobe premiere & photoshop plugins too many startups here

-5,0%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

35,0%

2005 2006 2007 2008 2009 2010

Internet

Software

IT Services

Telecommunications services

Media

Semiconductors

Technology Hardware & Equipment

internet

software

semico

hardware

media

IT services

telecoms

Source: Forbes 2000 compilation, public companies

platforms

commodities

not wanting investors

8

underestimating the cost of marketing and sales

9

sales cycles metrics

awareness

consideration

evaluation

selection

satisfaction

referal

loyalty

press, blogs

ads, SEO

events

video

web site

demos

test

freemium

usage

subscription

good user experience

usage

support and roadmap

social networks opinions

press quotes

subscriptions

up-sell, cross-sell

%

%

%

%

%

%

marketing and cardinal sins

Europe first, then USA

10

pivoting will save us

11

following the rules

12

Xavier Niel, Free

Jacques–Antoine Granjon, Vente-privee

Marc Simoncini, Meeting, Jaina

Henri Seydoux, Parrot

Ariel Garten, Interaxon

Anina, 360Fashion

start as a team

insource strategic roles

solve value and volume problems

sell the value with the product

create a strong differentiation

build a scalable solution

create a platform

seek investors to faster growth

carefully plan marketing and sales

the USA drives the ww market

work hard on the idea and test it

break the rules cleverly

freelance digital media strategy expert helping startups and large organizations shape their product, ecosystem and business strategies.

involved in many startup and innovation communities: coaching and doing startups due diligences for investors, working with corporations in the telecom and media industry sectors and teaching as guest university speaker.

shares his in-depth industry analysis and creative common licenced reports on his blog "Opinions Libres" (free opinions, http://www.oezratty.net) including a Digital Economy Entrepreneurship Guide (17h edition) and a thorough 270 pages report on the Consumer Electronics Show published every year since 2006.

also a seasoned photographer and author of the photo project “Some Digital Women !” on http://www.qfdn.net.

beforehand, was a software development engineer and R&D lead at Sogitec, a wholly owned subsidiary of Dassault Aviation, and had various marketing and business positions at Microsoft France from 1990 to 2005, including Chief Marketing Officer.

olivier@oezratty.net, http://www.oezratty.net