The Next Great Entrepreneurial Opportunity: How to Identify Market White Space
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David Teten

David Teten
Partner, ff Venture Capital
ffvc.com, @ffvc
teten.com, @dteten
teten.com/contact

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The Next Great Entrepreneurial Opportunity: How to Identify Market White Space Presentation Transcript

  • 1. What Startup Will You Build? How to Identify Market White Space http://www.flickr.com/photos/marieswartz/4228616284/sizes/z/in/photostream/ David Teten Partner, ff Venture Capital ffvc.com // @ffvc teten.com // @dteten October 3, 2014 © 2014 David Teten. More at ffvc.com and teten.com
  • 2. Don’t Take Notes! Download detailed slides and see the video at: teten.com/market-research © 2014 David Teten. More at ffvc.com and teten.com
  • 3. David Teten (teten.com) • Partner, ff Venture Capital, early-stage technology venture capital fund • Founder, Harvard Business School Alumni Angels of Greater New York . Co-founded Venture Capital Access Program, introducing women and minority entrepreneurs to Harvard-affiliated angels • Lead author, The Virtual Handshake: Opening Doors and Closing Deals Online (TheVirtualHandshake.com) • Lead author of first-ever research study on best practices in private equity/venture capital deal origination • Lead author of first-ever research study on best practices of venture capitalists in increasing portfolio company value through operational support • Harvard MBA 1998, Yale BA, both with honors. • @dteten
  • 4. Intro Tools Signals Network Next Steps Past Audiences for This Presentation • Founder Institute New York (three times) • Harvard Club of New York Tech & Entrepreneurship Group • Harvard Graduate School of Arts & Sciences Business Club / Harvard Graduate School Council • Limmud NY / Limmud FSU • National University of Singapore Techno Venture Forum (Entrepeneurship Centre) • New York Business Expo • OCE Discovery (Canadian innovation conference) • Princeton University Keller Center • TechWeek NY • Thought Leaders in Business series (Yale Club of New York) • Womensphere (twice)
  • 5. Intro Tools Signals Network Next Steps • Introduction • Tool of the Trade • Signals of Potential Customers • Growing Your “Network 2.0” • Next Steps http://www.flickr.com/photos/marieswartz/4228616284/s © 2014 David Teten. More at ffvc.com and teten.com izes/z/in/photostream /
  • 6. Intro Tools Signals Network Next Steps Investment Search Process (# Companies) ff Venture Capital (2013)[ii] Typical entrepreneur Profiled initially 20,850 NA ~3-6 Target Selected 1,315 ~2,000 ~3 Met 1,047 ~1,000 NA Due diligence 577 ~18 2 Invested/launched 541 ~10 1 Deals as % 0.5% targeted companies [i] Available at http://angelsoft.net/a/venture-valuation , as of twelve months ending March 17, 2010. Angel groups using Gust (2010)[i] 33.5% (2.1% of submissions) © 2014 David Teten. More at ffvc.com and teten.com [ii] David Teten.
  • 7. Intro Tools Signals Network Next Steps Idea Search Process Brainstorm/Source Research Filter/Judge Execute Lean Refine/Pivot today’s focus ffvc.com/pitch/ leanstartup.com
  • 8. Intro Tools Signals Network Next Steps ff Venture Capital (ffvc.com) • Institutional angel-stage technology fund, based in NYC • Extensive resources to support portfolio companies’ growth, with 23 employees • Invested in 69 companies out of 3 funds since 2008 • First investments typically $100-$500K at valuations of <$5m pre-money • Prominent investments include: Cornerstone OnDemand (IPO); Quigo Technologies (sold to AOL for reported $340m); Indiegogo; Klout; 500px; Plated
  • 9. Intro Tools Signals Network Next Steps Select Emerging Growth $50mm + Valuation Acquired/IPO acquired by ffVC companies create new industries
  • 10. Intro Tools Signals Network Next Steps Harvard Business School Angels of Greater New York (HBSNYAngels.com) • Second largest angel group in tri-state area. • Members are Harvard affiliates from all industries. • We invest in companies regardless of any Harvard affiliation. • We have invested over $4m across 25+ companies. • Our average individual check size per company per angel is $52K. • Launched Venture Capital Access Program, focused on helping women and minority investors raise capital from our network. © 2014 David Teten. More at ffvc.com and teten.com
  • 11. Intro Tools Signals Network Next Steps Why Private Information About Opportunities Is More Valuable Info is private Info is public Inspired by Robert Bruner, Applied Mergers & Acquisitions, page 186 Sweet spot of highest returns Customers pay high prices Customers pay low prices Few competitors Many competitors © 2014 David Teten. More at ffvc.com and teten.com
  • 12. Intro Tools Signals Network Next Steps It is far easier to identify entrepreneurial opportunities in areas where you have expertise Sources of Entrepreneurial Ideas • Prior knowledge • >70% of founder’s businesses have roots in their last job * http://innovation.utdallas.edu/documents/OpportunityEvaluation.pdf . Photo: http:/www.flickr.com/photos/nasonurb/3372990703/ • Alertness • Pattern recognition • Active search © 2014 David Teten. More at ffvc.com and teten.com
  • 13. Intro Tools Signals Network Next Steps Peter Drucker’s Sources of Innovation Opportunity (1 of 7) First four are within the enterprise --- essentially symptoms: Unexpected success, failure or outside event Peter Drucker, Innovation and Entrepreneurship. http://500px.com/photo/24975643 © 2014 David Teten. More at ffvc.com and teten.com
  • 14. Intro Tools Signals Network Next Steps Peter Drucker’s Sources of Innovation Opportunity (2 of 7) The incongruity between reality as it actually is and reality as it is assumed to be, or as it “ought to be” Peter Drucker, Innovation and Entrepreneurship. http://500px.com/photo/3568550 © 2014 David Teten. More at ffvc.com and teten.com
  • 15. Intro Tools Signals Network Next Steps Peter Drucker’s Sources of Innovation Opportunity (3 of 7) Innovation based on process need Peter Drucker, Innovation and Entrepreneurship. http://500px.com/photo/2750064 © 2014 David Teten. More at ffvc.com and teten.com
  • 16. Intro Tools Signals Network Next Steps Peter Drucker’s Sources of Innovation Opportunity (4 of 7) Changes in industry structure or market structure that catch others unaware Peter Drucker, Innovation and Entrepreneurship. http://500px.com/photo/19113541 © 2014 David Teten. More at ffvc.com and teten.com
  • 17. Intro Tools Signals Network Next Steps Peter Drucker’s Sources of Innovation Opportunity (5 of 7) Demographics (population changes) Peter Drucker, Innovation and Entrepreneurship. http://500px.com/photo/2399314 © 2014 David Teten. More at ffvc.com and teten.com
  • 18. Intro Tools Signals Network Next Steps Peter Drucker’s Sources of Innovation Opportunity (6 of 7) Changes in perception, mood and meaning Peter Drucker, Innovation and Entrepreneurship. http://500px.com/photo/2480850 © 2014 David Teten. More at ffvc.com and teten.com
  • 19. Intro Tools Signals Network Next Steps Peter Drucker’s Sources of Innovation Opportunity (7 of 7) New knowledge, both scientific and nonscientific Peter Drucker, Innovation and Entrepreneurship. http://500px.com/photo/26552303 © 2014 David Teten. More at ffvc.com and teten.com
  • 20. Intro Tools Signals Network Next Steps • Introduction • Tool of the Trade • Signals of Potential Customers • Growing Your “Network 2.0” • Next Steps © 2014 David Teten. More at ffvc.com and teten.com http://www.flickr.com/photos/marieswartz/4228616284/sizes/z/in/photostream /
  • 21. Intro Tools Signals Network Next Steps Identify opportunities with four major techniques: Listen to markets (“top down”) Listen to firms (“bottom up”) Based on Bruner, Robert F., Applied Mergers and Acquisitions. New York: John Wiley & Sons, 2004. Page 90. Start with Data (“inside out”) Observe a pattern of attractive performance in a certain sector, e.g., past successful investments by your competitors. Analyze performance results for sectors of the market, then drill down to the most attractive companies. Analyze performance of individual companies, and seek to identify common causal patterns Start with ideas (“outside in”) Start with a theme you believe in, e.g., the aging of Western populations. Investigate the implications of your theme on your industries of interest. Investigate the implications of your theme on your companies of interest.
  • 22. Intro Tools Signals Network Next Steps Market mapping is a powerful way to identify white space. Sample Market Mapping Approach # Stage Example from Klout 1 Choose industries and geographies of initial interest Lean entrepreneur in US. 2 Define your proprietary point of view. Thesis: People will care about their influence on social media networks, just as they care about their dress/appearance in face-to- face networks. 3 Translate into investment theme for specific industries and/ or geographies of interest. Expect growth of analytics companies analyzing social media influence. 4 List major players in target industries/geographies, and how each will be impacted by investment themes. Recruiters and marketers will use social media influence as a filter for identifying candidates with whom they want to work. 5 Iteratively improve market map based on feedback from industry Discuss elements of the market map with key sector players through industry forums and mass media. 6 Determine which activities along the value chain offer the highest return (typically the proprietary ones). A large database of information about social media influence is difficult to build and can be branded. 7 Identify areas of future growth. People will care about their influence in niche markets, e.g., who are the influencers in the fashion industry. 8 Assess fit with your strategy. Examine how people are using the product. 9 Regularly update the market map based on market feedback and lessons from investment prospects. Get smarter.
  • 23. Intro Tools Signals Network Next Steps Grossly Simplified Entrepreneur’s Market Map: Social Networking, mid 2005 This chart is purely illustrative and is not intended to be exhaustive. Geography Target Market US Europe LatAm Business Social Dating LinkedIn Xing Facebook myspace Orkut Match.com Plentyoffish © 2014 David Teten. More at ffvc.com and teten.com
  • 24. Intro Tools Signals Network Next Steps Other Sample Market Maps Quality Products Customer Segment Distribution Channel Contextual info about each company to Include • Management strength • Product strength • Client desirability • Financial returns © 2014 David Teten. More at ffvc.com and teten.com
  • 25. Intro Tools Signals Network Next Steps http://flickr.com/photos/neilt/2517652/sizes/o/ Google Search Hacks • Filetype:pdf • Filetype:ppt • Filetype:doc • Books.Google.com • Site: [proven site] eDonkey—search hard drives © 2014 David Teten. More at ffvc.com and teten.com
  • 26. Intro Tools Signals Network Next Steps Major Research Databases • Often available free for students • Public libraries also often offer free access • D&B • Hoovers • Factiva • LexisNexis © 2014 David Teten. More at ffvc.com and teten.com http://www.flickr.com/photos/kodomut/3728718035/sizes/l/
  • 27. Intro Tools Signals Network Next Steps http://www.flickr.com/photos/kodomut/3728718035/sizes/l/ Wall Street Research • Charles Schwab account © 2014 David Teten. More at ffvc.com and teten.com
  • 28. Intro Tools Signals Network Next Steps Online Document Repositories/Marketplace for files, publications, presentations, and whitepapers • Slideshare – presentation slides from conferences/events • Scribd, Docstoc – general • Archive.org – Web archives http://www.flickr.com/photos/sookie/94778946/ © 2014 David Teten. More at ffvc.com and teten.com
  • 29. Intro Tools Signals Network Next Steps Free Social Media Monitoring Tool: Bottlenose* © 2014 David Teten. More at ffvc.com and teten.com * ff Venture Capital portfolio company
  • 30. Intro Tools Signals Network Next Steps Tools for Tracking Competitors • Attaain • Compete • Rivalmap • SpyFu © 2014 David Teten. More at ffvc.com and teten.com
  • 31. Intro Tools Signals Network Next Steps • Prestige • Open doors • Education • Substantive experience • Target marketing http://www.flickr.com/photos/uaeincredible/3333223048/sizes/o/ How to Woo Interns © 2014 David Teten. More at ffvc.com and teten.com
  • 32. Intro Tools Signals Network Next Steps • Business School http://flickr.com/photos/foundphotoslj/1134148114/ Intern Sources in New York – Columbia Business School Small Business Consulting Program – Insite NY – Levin Institute JumpStart – NYU EEX • InternMatch.com • Colleges • Student Special Interest Groups • IIM Ahmedabad Forum for Industry Interaction © 2014 David Teten. More at ffvc.com and teten.com
  • 33. Intro Tools Signals Network Next Steps http://www.flickr.com/photos/extraketchup/748452643/sizes/o/ Polling • Adword buys • Google Docs (Surveys) • Surveymonkey • Polldaddy © 2014 David Teten. More at ffvc.com and teten.com
  • 34. Signals Intro Tools Network Next Steps • Introduction • Tool of the Trade • Signals of Potential Customers • Growing Your “Network 2.0” • Next Steps © 2014 David Teten. More at ffvc.com and teten.com http://www.flickr.com/photos/marieswartz/4228616284/sizes/z/in/photostream /
  • 35. Signals Intro Tools Network Next Steps Customers • Observe customers in action • In-depth interviews • Snowball sampling • Ask for referrals to potential buyers to build a sample • Online surveys • Bleeding-edge users` © 2014 David Teten. More at ffvc.com and teten.com http://www.flickr.com/photos/superrabbit/319538167/
  • 36. Signals Intro Tools Network Next Steps Analyze search engine traffic http://500px.com/photo/6878052 Source: Jeff Stewart • What phrasing do people use to describe their problem? • Use Google Adwords Keyword Tool © 2014 David Teten. More at ffvc.com and teten.com
  • 37. Signals Intro Tools Network Next Steps Vary your launch pages, and always collect emails © 2014 David Teten. More at ffvc.com and teten.com
  • 38. Signals Intro Tools Network Next Steps Source: Jeff Stewart. Interaxon and Indiegogo are both ff Venture Capital portfolio companies. Cash is a market signal © 2014 David Teten. More at ffvc.com and teten.com
  • 39. Signals Intro Tools Network Next Steps Source: Jeff Stewart Ship early © 2014 David Teten. More at ffvc.com and teten.com
  • 40. Signals Intro Tools Network Next Steps Identify (and probably avoid) the sectors attracting VC funding • CB Insights • Crunchbase • Techcrunch • Mashable • Mercurynews.com/vc • Venturebeat © 2014 David Teten. More at ffvc.com and teten.com
  • 41. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity • Introduction • Tool of the Trade • Signals of Potential Customers • Growing Your “Network 2.0” • Next Steps http://www.flickr.com/photos/marieswartz/4228616284/s © 2014 David Teten. More at ffvc.com and teten.com izes/z/in/photostream /
  • 42. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Social media allows you to convert cold calls to warm calls http://www.flickr.com/photos/23439761@N03/3258313816/sizes/l/ © 2014 David Teten. More at ffvc.com and teten.com
  • 43. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Network Valuation Formula Ch = Character Co = Your Firm’s Competence R = Relevance of the contact S = Strength of your relationship I = Information N = Number of people D = Diversity N n=1 = D * Σ (Chn*Con *Rn* Sn*In) David Teten and Scott Allen, The Virtual Handshake: Opening Doors and Closing Deals Online (www.TheVirtualHandshake.c © 2014 David Teten. More at ffvc.com and teten.com om)
  • 44. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Biography analysis software allows you to search by common affinity and more effective subsequent outreach. Leading Providers of Biography Analysis Data • Boardex • Identified* • Klout* • LinkedIn • Saleforce Data.com • Pipl • ZoomInfo * ff Venture Capital © 2014 David Teten. More at ffvc.com and teten.com portfolio company
  • 45. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity http://flickr.com/photos/h-k-d/2898797929/sizes/o/ Learn from People Who’ve Been There • Ex-employees • Customers who’ve analyzed market vendors © 2014 David Teten. More at ffvc.com and teten.com
  • 46. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Organizing / Speaking at Events http://www.flickr.com/photos/programmerman/2315566040/sizes/l/ • Alumni organizations © 2014 David Teten. More at ffvc.com and teten.com
  • 47. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity How to Get People to Return Your Calls • WIIFM (“What’s In It For Me?” • Affinity • Information • Others' Credibility • Ego Boost http://www.nus.edu.sg/o © 2014 David Teten. More at ffvc.com and teten.com am/studentprofiles.html
  • 48. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Meet people face-to-face © 2014 David Teten. More at ffvc.com and teten.com
  • 49. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Effective analysts are data hounds Tools for Assimilating Data into Your Contact Relationship Management (CRM) System Data source Selected technology for inserting data into CRM Business FullContact Cards Emails Contact Capture, eGrabber, Evercontact, Gwabbit Cloud Plaxo, LinkedIn CRM Salesforce, Act, RelateIQ © 2014 David Teten. More at ffvc.com and teten.com
  • 50. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Sample Gated Communities for Executives • IERG Online • Executive Forum • INMobile • Sermo Platforms • LinkedIn • Xing • Google Groups • Yahoo Groups • Zintro © 2014 David Teten. More at ffvc.com and teten.com
  • 51. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Sample Gated Communities for Investors Early-Stage Private Mid-Market Private Public AngelList Assoc for Corporate Growth Albourne Village OurCrowd Axial FT Alphaville Longroom FundersClub SecondMarket Sum Zero Gust Value Investors Club © 2014 David Teten. More at ffvc.com and teten.com
  • 52. Signals Network Next Steps Intro Tools Character – Competence – Relevance – Strength – Information – Number – Diversity Take One Step © 2014 David Teten. More at ffvc.com and teten.com http://flickr.com/photos/extranoise/169187125/sizes/l/ • By technology • By industry • By geography • By personal characteristics • By market
  • 53. Intro Tools Signals Network Next Steps • Introduction • Tool of the Trade • Signals of Potential Customers • Growing Your “Network 2.0” • Next Steps © 2014 David Teten. More at ffvc.com and teten.com http://www.flickr.com/photos/marieswartz/4228616284/sizes/z/in/photostream /
  • 54. Intro Tools Signals Network Next Steps Further resources • Baron, R.A. Opportunity Recognition as Pattern Recognition. Academy of Management Perspectives. Feb 2006 • Drucker, P.F. 1993. Innovation & Entrepreneurship. HarperBusiness. New York. • Bhide, A. 1996. The Questions Every Entrepreneur Must Answer. Harvard Business Review. Nov-Dec 1996. • Gourville, J.T. 2006. Eager Sellers, Stony Buyers: Understanding the Psychology of New Product Adoption. HBR June 2006 • Teten, David, and Allen, Scott 2005. The Virtual Handshake: Opening Doors and Closing Deals Online. AMACOM, 2005. Free copy at TheVirtualHandshake.com • The Institute for Innovation & Entrepreneurship at UT Dallas: http://innovation.utdallas.edu • ff Venture Capital Business Plans Requirements: http://ffvc.com/resources/business-plan/ http://innovation.utdallas.edu/documents/OpportunityEvaluation.pdf
  • 55. Intro Tools Signals Network Next Steps Any questions ? slides at teten.com/market-research Student resources at teten.com/students ffvc.com // teten.com @ffvc // @dteten © 2014 David Teten. More at ffvc.com and teten.com
  • 56. Intro Tools Signals Network Next Steps Appendix: Additional Slides from Presentation in Singapore http://www.flickr.com/photos/90664717@N00/380336885/sizes/z/in/photostream/
  • 57. Intro Tools Signals Network Next Steps Definition of Market Research • Market Research is the systematic, objective collection and analysis of data about a particular target market, competition, and/or environment. • Always incorporates some form of data collection, whether it be primary or secondary research. http://www.marketresearchworld.net/index.php?Itemid=38&id=14&option=com_content&task=view . http://www.flickr.com/photos/niosh/2492013803/
  • 58. Intro Tools Signals Network Next Steps Market Research Process 1: Define Marketing Problems and Opportunities 2: Set Objectives, Budget, and Timetables 3: Select Research Types, Methods, and Techniques 4: Design Research Instruments 5: Collect Data 6: Organize and Analyze the Data 7: Present and Use Market Research Findings
  • 59. Intro Tools Signals Network Next Steps Why Do Market Research • A survey of small business managers in Texas revealed that 84% of those who conducted formal marketing research projects in the past three years felt that the information obtained was worth the money spent. • Overall, 58% said that they were able to incorporate the research findings into their decisionmaking process. • Only 6% reported that they were not able to implement the results. http://extn.msu.montana.edu/communitydevelopment/pubs/mt9013.pdf
  • 60. Intro Tools Signals Network Next Steps Intern Sources in Singapore Universities: • NUS Business School Career Services: http://bit.ly/9GOqAb • NUS Career Services Center: www.nus.edu.sg/osa/career/employer/index.html • NUS Overseas Colleges (NOC) www.overseas.nus.edu.sg/ Darren Luo (NUS), http://flickr.com/photos/foundphotoslj/1134148114/ Ø The ilead Program: www.nus.edu.sg/nec/ee/ilead/index.html Ø NOC Alumni: www.nocalumni.org/site/index.php • NTU Business School: www.nbs.ntu.edu.sg/careerservices/index.asp • NTU Career Services Center: www.nbs.ntu.edu.sg/careerservices/index.asp • SMU: www.smu.edu.sg/students/career_services/for_employer/recruit.asp • Singapore Institute of Management: www.sim.edu.sg Polytechnics • Singapore Polytechnic: http://bit.ly/aPGxwu • Entrepreneurship IAP: www.sp.edu.sg/wps/portal/vp-spws/spws.i.entrepreneurshipinsp.itp • Temasek Polytechnic: www.tp.edu.sg/home/global/glo_sip.htm • Ngee Ann Polytechnic: www.np.edu.sg/ss/internship/Pages/local.aspx • Nanyang Polytechnic: www.nyp.edu.sg/aboutNYP/job_opportunities_for_employers.html • Republic Polytechnic: www.rp.sg/iep/employer/
  • 61. Intro Tools Signals Network Next Steps Darren Luo (NUS), http://flickr.com/photos/foundphotoslj/1134148114/ Intern Sources in Singapore • jobs.triplepoint.asia/jobs • www.singapore-interns.com • singaporeinternship.com • originsingapore.com • internsg.com • IIM Ahmedabad Forum for Industry Interaction `