2016 Brandentrepreneurs Business Boot Camps Speakers

www.BrandEntrepreneurs.com
12016 FREE BUSINESS BOOT CAMP USA TOUR

Who, What, When, & Why
2
Who-
• BrandEntrepreneurs.com is a project
initiative
By Christine S. Ntim & Einstein Ntim
What-
• It is also the home of the ultimate
business boot camp for entrepreneurs
A.B.B.C
When-
• The A.B.B.C will be hosted in 10 cities
around the world this year from July to
December
Why-
• Startup events is now its own industry
and founders are not getting any value.
We’re changing this with our global
programs and resources!

BOOTCAMPS
Boston-Oct
15
NYC- July 31
DC-Oct 2
NYC-Aug
SFO-Sept 6

Follow Us on Social Media
In 6 Months we mentored over 2000+
entrepreneurs! Join the movement!
So what’s next? We will continue these boot
camps in 2017! We cover ideation, product
development, customer acquisition, marketing,
funding and branding! Also-Each week we
share top tips and funding prizes with the
network. Follow to get access!
Facebook:https://www.facebook.com/brandentr
epreneurs/
T-Shirt:
https://teespring.com/brandentrepreneurs
Meetup Group
https://www.meetup.com/brandentrepreneurs/
Newsletter: http://brandentrepreneurs.com/www.BrandEntrepreneurs.com

Get the E-Book Summary
https://csouffrantntim-
com.myshopify.com/collections/frontpage/p
roducts/how-to-launch-scale-your-startup-
in-6-months
For a limited time only, we are pricing this
blueprint guide book for 99cents!
www.CsouffrantNtim.com
What's Inside?
-24 HR Start List
-24 HR Audit List
Learn how to:
-Code a MVP app & website
-Raise $250k in free money
-Get featured in global press for free

6NYC SPEAKERS

Press, Media, Marketing Panel
7

Funding Panel
8

LEGAL 101
Speaker-Richa Naujoks from Nixon
Peabody
9

SOCIAL IMPACT 101
Panel-Bulbul Gupta, Sergei Revzin
10

BRANDING 101
Speaker- Susan Solomon, Lynne Johnson
11

Startup Ecosystem Panel
12

Forbes 30 Under 30 Panel
13
www.CSouffrant.com

VINCENT- GROWTH
HACKING
Speaker

STARTUP ECOSYSTEM
SPEAKERS
ACCELERATORS & EVENTS
MINA SALIB
BRIAN ANTOLIN,
KATYA DOROZHKINA,

MEDIA & ENTREPRENEURSHIP
GEORGIE-ANN GETTON
DAVIDA ARNOLD, NATASHA
ISRANI, LISA WANG
NSI OBOTETUKUDO

CUSTOMER
ACQUISITION 101
Speaker-Angela Lee
18

Angela Lee
Founder (37 Angels)
Assistant Dean (Columbia Business School)
ABC’s of Customer Acquisition

 37 Angels LLC – All Rights Reserved 20
What we’ll cover today
How to scalably acquire customers?
Who is your customer?

Who is their customer?

Demographic
 Gender
 Age
 Income
 Location
Psychographic
 Personality
 Interests
 Values
 Lifestyle
Use case
 Pain point
 Problem solved
 Value added
 Way to approach

All hotels in [city] are booked
I want a cheaper option than hotels
I want to experience home away from home
I want a more personal, unique travel experience

How are you acquiring customers?
We’ve done no
marketing!
We only need to
capture 1% of the
market….

How are you acquiring customers?
Channel ChannelChannel
ChannelChannel
Unaware target market
Prospects
Leads
Customers

Example 1: B2C

Example 1 – B2C
Campus
Tabling
Response best with x
message at y time
Direct
Mail
SEO
Influencer
Marketing
Email
Campus ambassador = $60/hr
Cost to acquire customer (CAC) = $20
Customer lifetime value (CLV) = $100
100 parents walk by in 1 hour
20 give email address
10 open email
3
Cust.
30

Example 2 – B2B
Cold
Calling
Identified decision maker and
path to them / purchase
Direct
Mail
SEO
Trade
shows
Referral
Partners
Salesperson salary = $10K/mo
CAC = $10K
CLV = $30K?
Retention rate in year 2 = ?
50 cold calls a month
10 meetings with leads
4 meetings with
purchaser
1 Client
Team knows timing to
close (SMB / enterprise)
32

Have you tested multiple channels?
34
1) Viral Marketing
2) Public Relations (PR)
3) Unconventional PR
4) Search Engine Marketing
5) Social and Display Ads
6) Offline Ads
7) Search Engine Optimization
8) Content Marketing
9) Email Marketing
10) Engineering as Marketing
11) Target Market Blogs
12) Business Development
13) Sales
14) Affiliate Programs
15) Existing Platforms
16) Trade Shows
17) Offline Events
18) Speaking Engagements
19) Community Building
Source: Tractionbook.com

Additional resources
• 10 Slides Investors Want (Slideshare AngelaWLee)
• 16 Startup Metrics (Andressen Horowitz)
• 37angels.com/resources
• Lean Startup by Eric Reis
• Traction by Gabriel Weinberg

Thank You
@37AngelsNY
@angelawlee

TOP LESSONS OF
ENTREPRENEURS
Speakers-Davida, Georgie, Samira
37

DAVIDA ARNOLD
@GIRLGAMECHANGER
The 3 KEYS
Top Tips for Entrepreneurs

DAVIDA ARNOLD
@GIRLGAMECHANGER
Stay Woke
• Rise
• Shine
• Grind

• What do you love?
• How will you support what you
love?
• Who will love it too?
@GIRLGAMECHANGER
If You Love It, Do It
• How will you get it?
• Who will love it
back?

• How will you support what you
love?
• Who will love it too?
@GIRLGAMECHANGER
#TrustYourLight
• Back off, but never
down
• Pivot
• Tell your best story

Thank you
davida.E.arnold
@GirlGameChanger

Georgie-Ann Getton-Mckoy
CEO & Founder of Illicit Mind
Inc
Find me
@GeorgieBeHumble
Georgie@illicitmind.com

5 Lessons for Entrepreneurs
@GeorgieBeHumble

You will fail,
suck it up!
@GeorgieBeHumble

Stop NETWORKING
Start CONNECTING!
@GeorgieBeHumble

Eat
Sleep
Hustle
REPEAT.
@GeorgieBeHumble

GSD -----------------------------------------
-----------------------------------------------
-----------------------------------------------
-----------------------------------------------
-----------------------Get Shit Done!
@GeorgieBeHumble

SPEAKER TY HEALTH
Marketing Leads

OWN YOUR OWN MARKETING
Source: Eloqua, Kapost

WHAT DOES YOUR
Content ENGINE
LOOK LIKE?

Creating Quality Content
IT'S DOESN’T HAVE TO BE THAT HARD

Tools: Asana, Google Docs, Basecamp, Trello, Hubspot, CoSchedule
Map Out Editorial Plan

https://www.useronboard.com
77

Source: Matthew Barby and KISSmetrics

Subscribe to My Blog
bit.ly/spectacledblog
87

88
Tyrona (Ty) Heath is the Global Lead for Agency and
Partner Program Development at LinkedIn. Ty is also the
Founder of Spectacled Marketer, an inbound marketing
education practice that helps customers grow business
using inbound marketing. Clients benefit from Ty’s
experience at Google Inc. where she delivered marketing
product education to thousands of Google employees,
partner agencies and resellers.
Ty has an MBA in Marketing and Management from
Emory Goizueta Business School and an Economics
degree from Georgetown University. Ty leads the 4 year
old Spectacled Marketer education practice and currently
serves as Lead Faculty for Digital Marketing and Social
Media at Bay Path University.
Ty Heath Bio

BEHIND THE SCENES
LEGAL & VC
RICHA
LYNN LOACKER,
MICHAEL MACCOMBIE

THE THING ABOUT
STORYTELLING…
Mike MacCombie

Michael.maccombie@gmail.co
m
@mikemaccombie

98BOSTON SPEAKERS

STARTUP ECOSYSTEM
SPEAKERS
MEGAN CORSON
JOANNE MARKOW
KIT PANG
PAUL VARADIAN

SOCIAL IMPACT 101
SPEAKER: SUSAN
MUSINSKY

101
Our Approach and Impact
Saturday, October 15

102
The Social Innovation Forum
builds networks that create social change

103
Our Investor & Supporter Community
2,672
Funders, Business Leaders,
Philanthropists
1,845
Attendees at
46 Events
102
Funders
$360,000
Value of
In-Kind Partner
Services
238
High Level
Volunteer
Roles

104
SIF Core Programs 2016
75 portfolio organizations
13th year
171 applicants →
8 orgs
24 month program
115+ volunteer roles
24 portfolio organizations
4th year
52 applicants →
6 companies
12 week program
20+ volunteer roles
Social Innovator
Accelerator
Social Business
Accelerator

105
Our Approach
• Partner
• Select
• Accelerate
• Build Networks
• Measure

106
SIF’s Accelerator is designed to help
innovators move their work to the next level
• One-on-one Consulting
• Executive Coaching
• Presentation Coaching
• Relationship Building
• Graphic Design
• In-kind Partner Support
• Better articulate their
uniqueness and effectiveness
• Scale up their marketing and
communications efforts
• Develop and track a set of
measureable outcomes,
leading to increased program
performance and impact
• Attract new funders, advisors,
and other supporters
Innovator ResultsProgram Components
}

107
200,000+ lives
impacted in 2015
Over $24
Million
Cash and In-kind
services to
portfolio groups
2x
Innovator
revenue growth
in 4 years
75 Nonprofits
24 For-profit
Businesses
Investment
in 50%
of our social
impact businesses
Together we are having an impact

108
Select Past Innovators and Entrepreneurs

109
Margaret
Stewart
Lindsay
Foundation
The Fish Family
Foundation
Many Individual Angel and Family Funders
Our Key Funders In-kind Partners

110
Thanks!
Susan Musinsky
Social Innovation Forum
617-492-2305

PRESS & MARKETING
SPEAKERS
EBONY REED (ASSOCIATED
PRESS)
CHRISTINE HEALY (BOSTON
INNO)

FUNDING 101SPEAKERS:
PAUL
VARADIAN(ADVISOR,INVESTOR)
JASON KRAUS (PREPARE 4 VC)

Funding your
Startup
By Jason Kraus

Types of outside funding
Angel Funding
-Early stage, high
growth innovation
VC funding
-Larger deals and
further along than
angel round.
Rewards
Crowdfunding:
-Consumer facing
products or company
with large following
Equity Crowdfunding:
-Impact investing,
large consumer base
or following
SBA Loans
-Franchises or
Companies with quick
time to stable cash
flow

What problem does
your company solve?
(Problem slide) Why should we invest
and why now?
(Marketing/Growth
plan, Financial
projections, Exit
strategies or
comparables, the deal)
Why are you the right team for
the job?
(Management team, Traction,
Competitive Analysis)
How big is this
problem area?
(Market Size and
industry data)
What is your solution?
(Product, value
prop/competitive
advantage)
Elements of a Pitch Deck

5 Most common pitch deck mistakes
Too Much Info Not enough Info
Not knowing your
competition
Not backing up
valuation
Not keeping
“Traction” up to date

Step 1 Step 2 Step3 Step 4 Step 5
Use revenue multiples of
comparable sales to
determine future sale value
(year 5)
Research market size for
overall market, your
niche, and expected
addressable market
Determining your valuation
Create financial projections for
the first 5 years
Adjust for future funding
rounds
Roll back valuation to
allow first-round
investors an incentive
to invest now (~10x
return)

Q&A session
Please contact Jason Kraus with
any further questions:
Jason@prepare4vc.com
508-444-2571
Thanks!

BRANDING 101
WORKSHOP
DOUG FOX

Myths & Mistakes Of Startup Branding

• 20+ year marketing strategist
• Significant global brand experience
- Audience-centric platforms
- Simplifying complicated offerings
- Differentiating in cluttered categories
• MassChallenge Mentor
• MITX Up Team Leader
Who Am I?

Brand Fox is a marketing consultancy
specializing in building dynamic and
impactful brands that will connect
emotionally and convert rationally.
Time and time again the quick
Brand Fox always jumps past
the lazy or mis-targeted brand.
What is Brand Fox?

• What is a brand?
• What mistakes to avoid?
• Positioning Workshop
• Q&A
Agenda

• Bullets
• more
• more
• more
- level 2
Title here

• “We already have a logo”
• “We’re not advertising”
• “We’ll grow virally”
• “Our _________ is better”
• “We don’t target consumers”
• “We don’t have time”
• “That’s for big companies”
We don’t need a brand
because…

A person’s gut
feeling about a
product, service
or company
Brand defined:

• Customers/Users
• Prospects
• Investors
• Media
• Partners
• Employees
• Friends/Family
Person =

• Gap exists between desired and reality
- Harder than ever to control brand
• People come to know brands by the
problems they solve
• Simple, Different, Relevant, Believable
• Beyond marketing - Experience
• Consistency is key - focus and repetition
Brand exists - defined or
not

• Strategy
• Culture
• HR
• Financial
And your brand impacts a
lot

• Sharpen your focus
- What you are/aren’t
- Who you target/don’t
- Art of relentless reduction
• Simplify your message
- Sharp value propositions penetrate
- Multi-point ones do not
1. Shiny Objects

Actifio, the Protection and
Availability Storage (PAS)
platform company, pioneered the
industry’s first storage systems
optimized for managing copies of
production data, eliminating
redundant silos of IT
infrastructure and data
Actifio - before Mike

For businesses that depend on
their data, Actifio provides data
management solutions that
improve resiliency, agility and
cloud mobility by virtualizing
copy data.
Actifio - with Mike

• Study your audience deeply
• Understand their wants, needs and desires
• Validate your approach
• Demonstrate you understand them
• Communicate benefits not features
2. Lack of audience
understanding

Evertrue
• Advancement Software
for Higher Education
• Looks like consultant company
more than software
• Deep audience understanding of their pains
- Does your team know which highly engaged alumni to target?
- Do your development officers know who to call this week?
- How do gift officers easily stay up-to-date on donors?

• ‘What’ you do matters to audiences
• ‘How’ you do it is more differentiating
• ‘Why’ you do it is more motivating
• Uncover the Why!!
3. Emphasizing only what
you do

Zipcar
• What? – Car sharing service
• How? – Technology improved
member experience
• Why? – Too many cars on
the road – Change the world
Which company do you want to rent from?
Which company do you want to work for?

• Customers make all decisions emotionally
and justify them rationally
• Uncover emotional benefits of your offering
• Connect emotionally first before converting
rationally
• Emotional connection will earn more time
for rational story
4. Ignoring emotion

HubSpot
• “Marketing Love”
• Deep emotional connection
• “Create Marketing People
Love”
• “Learn Lovable Marketing”

• Brand stewardship starts internally
• Employees=brand reality
• Brand training
• Ability to communicate
• Live the brand
5. Overlooking internal
brand

Zappos family values
- Deliver WOW through service
- Embrace and drive change
- Create fun and a little weirdness
- Be adventurous, creative and open-minded
- Pursue growth & learning
- Build open relationships with communications
- Build positive team and family spirit
- Do more with less
- Be passionate and determined
- Be humble

• Brand matters
• Focus, Focus, Focus
• Know your audience intimately
• Uncover the ‘Why’
• Connect emotionally, then rationally
• Brand starts internally
Key takeaways

1. Inventory messages
2. Find the blue sky
3. Find your point
4. Craft positionings
5. Validate
6. Build the house
Positioning exercise steps

• What you do
• How you do it different
• Why it matters
1. Inventory messages

What you do
How you do it different
Why it matters

Leader
Innovator
Superior
Product
Domai
n
Expert
Low
Risk
Value
Provider
Customer
Intimate
Operational
Excellence
Comprehensive
Solution
Low
Cost
2. Find the
blue sky

• Leader
- Not credible or audience centric
• Innovator
- Innovation is risk - creates funnel mud
• Comprehensive Solution
- All things to all people
Platforms to avoid

3. Find your point
Organizational
Strengths
Market
Needs
Competition
Competitive Disadvantage
Competitive Advantage Commodity Attributes
Brand
Position

Organizational
Strengths
Marketplace
Needs
Competitor
Positions
Competitor 3
Competitor 2
Strength 2
Strength 3
Strength 1
Need 2
Need 3
Need 1 Competitor 1
162

• Shortest, succinct message that:
- Communicates what, how, why
- Relevant to audience needs
- Credible to your offering
- Different from competition
- Both emotional and rational
- Sustainable
4. Craft positionings

• Avoid the biz school formula
- For __________________________ our
__________________________
provides ______________________
because of ____________________
• Instead use conversational language
• Clearer and more compelling
• Both inside and outside the walls
Don’t be a robot

• Stop waiting days for blood culture results.
T2Candida accurately diagnoses sepsis
pathogens in 3-5 hours
• GoPure continuously purifies water
on-the-go, ensuring clean, healthy
water everywhere you need to be.
• Voxel 8 prints embedded electronics right
on your desk - translating your imagination
into functional 3D prototypes.
Positioning examples

• Confirm they get the point
- Key Message
- Compelling
- Clear in presenting benefit
- Relevant to needs
- Credible
• Ask lots of why questions
• What evidence would help them believe
statement is true?
5. Ideally validate

Doug Fox
www.quickbrandfox.com
@dougiefox
doug@quickbrandfox.com
617-548-3804
Shouldn’t your
brand
be a little
more Foxy?

174SFO SPEAKERS

STARTUP ECOSYSTEM
SPEAKERS
ANITHA VADAVATHA
SCOTT SAMBUCCI
MARK SACKETT

PRESS & MARKETING
SPEAKER MASHA
DROKOVA

LEGAL 101 SPEAKER
DEBRA VERNON

Top 10 Tips
on Legal Issues for
Startup Founders
* * *
Draper University
September 6, 2016
Debra Vernon, Esq.
DLA Piper LLP (US)
2000 University Avenue, East Palo Alto, CA 94303-2215
P: (650) 833-2090
Cell: (650) 619-5185
debra.vernon@dlapiper.com

Picking the Company Name
Tip # 1: Focus time, energy and money on
naming the business
• Branding is valuable
• You will avoid:
o Nastigrams claiming the name is in use
o Litigation in early stages
o Marketing $$ spent on a name that has to
be changed
o Morale hit because culture is tied to a name
• Name changes cost more down the line
180September 6, 2016

Legal Steps - Name Availability
• Secretary of State Offices registration searches in states
of incorporation and headquarters
• Web searches for U.S. and international use
• Domain name registrations
• Trademark databases
o Name and logo designs
o Domestic and international databases
o Legal test: likelihood of consumer confusion

Formation

Delaware C Corp
Tip #2: Form a Delaware C corporation
• It is a mistake to skip formation, because this limits
liability to the assets of the corporation, insulating
founders from personal liability
• Investors in the startup ecosystem are familiar with its
benefits:
o Easy to form and manage
o Low fees
o Predictable case law and pro business courts
o Familiar to tech investors
o Stock and option issuances are simple
• It is more expensive to change the entity form later

What are the other options?
• C Corp is the most popular entity for tech startups
• Other options:
o S Corp
 Cannot issue multiple classes of stock
 Number of stockholders is capped at 100
 Cannot have foreign stockholders
o LLC or Partnership
 Cash-flow businesses benefit from flow through taxation
 Consulting firms, construction firms
 Disadvantages for traditional VC-backed model
 Difficult to issue equity to employees
 Not IPO ready
o B Corp (Public benefit corporation)

Why Delaware?
• Delaware law is predictable
• Delaware courts are business favorable
• Delaware Secretary of State is customer friendly
• IPO
o Public company bears more risk, more liability
o Widely distributed stock versus small number of stockholders
when private increases possibility of stockholder lawsuit
o Have to comply with more regulations
o Stock price fluctuations may lead to lawsuits
• Very few downsides
o Franchise taxes in Delaware
o Do not panic when you get your first Delaware Franchise Tax bill.
It’s always way off ($50k versus $500)

Limited Liability
Tip #3: Observe corporate formalities
• Corporate form prevents “piercing the corporate veil”
• Separate business and personal assets right away
o Bank accounts – don’t write personal checks for business costs
o Financials from day 1
• Act through the corporation
o Incorporate prior to doing any business: launch, contracts, sales
o Sign contracts in the company name so the company will be
liable, not the founders
o Business risks increase with customers and users
• Maintain corporate records
o Board meeting minutes
o Stockholder consents

Keep it Simple
Tip #4: Keep it simple
• Early stage legal is not the place to get creative
• Unique concepts => larger valuation
• Unique formation => larger legal bill
• Stick to the well worn path
• Setting something creative in place early does not mean
it’s set in stone
o Dual class common stock example
• That said, tailor the documents to the company

Formation Pitfalls
Tip #5: Set the structure and sign all documents
• Commit to the cap table, buy-back rights, roles,
responsibilities, cash contributions
o Circumstances can change, founders may leave to do other things
o Conflicts can arise over who has what stock and rights
• Signed documents help avoid conflicts
• Failure to sign docs that relate to stock issuances and
assign IP to the company will be road blocks when
fundraising

DIY Headaches
Tip #6: Don’t DIY! Bad things can happen!
• DIY websites don’t notify users about all deadlines
• Random documents off the internet or from a friend’s
company may not make sense in your situation
• Many do not address IP considerations
• Some bad things that can happen:
o Missed 83b election deadlines
o Not enough authorized shares for stock issuances
o High price per share – example to follow
o Failure to make securities filings
o Failure to assign IP to the company

DIY Headaches
Tip #6…: Don’t try this at home!
Missed 83b election deadlines:
o Section 83(b) election is filed with the IRS when a
stock or option grant is subject to vesting
o This form can minimize deemed taxable income
o No second chances

DIY Headaches
Tip #6…: DIY Costs More Later in Corporate Cleanup
Legal costs will be higher in the long run
when you don’t hire good counsel
until your first priced financing
and they have to fix things that were done wrong
that the investor’s counsel discover
in their due diligence process.

Stock Tips

Stock = Precious Currency
Stock can help motivate and compensate the team and
outside service providers when cash is scarce:
• Founders
• Employees
• Consultants
• Advisors
• Directors
• Vendors

It’s a Beautiful Thing
• Startups can have a low valuation at formation
• This translates into a low share purchase price for
founders and early stage employees
• The low fair market value is based on:
o Uncertain prospects
o Unproven concepts
o No operating history
o No contracts
o No third party equity sales
• The price per share can be minimal (par value)
• This is a great thing!

Don’t Blow the Option Plan
Tip #7: Don’t mess up your common stock pricing!
• Issuing common to investors at a high price messes up FMV
• If FMV = 3rd party price then have to grant options at that price too
• Granting options at a high strike price is not competitive
• CS = FMV set by the Board
• The Board should obtain a 409A valuation right after first round of
outside funding

Sample Cap Table

Investors

Early Funding Sources
• Bootstrapping
• Friends and family
• Seed rounds
o Individual angel investors
o Angel funds
o Incubators
o Seed funds

Early Funding Sources
Tip #8A: Limit the number of friends and family
Big F&F rounds create issues
• Sales of stock are subject to securities laws and require
certain disclosure, filings and forms unless the sales are
exempt
• Mistakes can lead to fines, penalties, repurchase
requirements, rescission rights
• It is a lot of people to keep informed
• They are friends but now they also have legal rights
• At later stages, investors will look back at how you raised
money in the past when they do diligence

VC & CVC
• Most startups need outside funding to grow
• Raising from institutional investors has pros and cons:
o Industry expertise
o Valuable contacts
o Long term relationship with potential further investment
o Larger dollar amounts
o ROI criteria
o Thorough due diligence review
o Extensive investor rights
o Complete documentation will be required
Tip #8B: Given all these factors,
Choose outside investors carefully!

Targeted Fundraising
Thursday, 9/22/16
SKTA Innopartners
310 De Guigne Drive, Sunnyvale, CA 94085
6:00 pm – 8:00 pm
Networking happy hour
Presentation by J.D. Davids, managing partner of the Fronis Group
“How to accelerate startup fundraising,
find investors focused on your space
and get deals closed”
Details and registration are at the following link:
https://fronisgroup.leadpages.co/smartmoney-workshop-09-22-16/

Intellectual Property

Intellectual Property Protection
IP is one of the company’s most valuable assets
• Competitive advantage to enforce IP rights against
others who infringe
• Types of IP
o Trade secrets
o Patents
o Copyrights
o Trademarks
 Confidential business information
 Must use all reasonable means to maintain secrecy
o Source code
 Not protected under patent law
 Protection unlikely under © law as well

IP Creation and Ownership
• Employees and consultants create IP for the company
• Enter into a Proprietary Information and Invention
Assignment Agreements (PIIAAs) with every hire
o PIIAAs assign IP to the company
o Use solid forms
o Complete all of the schedules and exhibits – if n/a type “None”
under exceptions
• Investors review these documents in their due diligence
• They will want to see a signed agreement from every
current and former employee and consultant

Trade Secrets
Tip #9: Tiered and protected disclosure is key!
o Build trust and confidence
o Disclose in stages over time
o Confidentiality clauses in PIIAAs and consulting
agreements
o Sign NDAs with third parties

Non Disclosure Agreements (NDAs)
• NDAs can facilitate high level discussions
• Useful with:
o Strategic partners
o Consultants and contractors
o Potential employees
• VCs don’t sign NDAs
• Make NDAs mutual
• Boilerplate NDAs are easy to undermine
o Tailor NDAs to the IP
o Courts may dismiss general form NDAs

More Employees = More Laws
The more you hire, the more employment laws will apply to
your company.
• 1 employee - subject to sexual harassment laws
• 5 employees - CA discrimination laws and pregnancy
leave law
• 15 employees - discrimination laws for non-California
employees
• 50 employees - health insurance under the ACA,
protected leaves with benefits
• 75-100, 100+ employees - further regulations

Good Hiring Practices
Tip #10: The use of a third party outsourced HR
provider = less time devoted to employment disputes,
litigation and audits!
• Start with a solid set of employment documentation
• Avoid overuse of independent contractor status
o Risks include:
 EDD audit
 Back wages
 Penalties
 Fines
 More audits by other taxing agencies

Good Hiring Practices
• Basic employment documentation
o Stock option documents - Plan, Notice of Stock Option Grant, and
Option Agreement
o “At-Will” employment offer letters
o PIIAAs
o Employee Handbook (setting forth company policies on vacation,
conflicts of interest, etc.)
o USCIS Form I-9 (identity and employment authorization)
o IRS Form W-4 (employee withholding)
o Benefit forms (e.g., health, dental, 401(k))

Startups also need…

Insurance
Start with:
• General liability insurance
• Cyber insurance - privacy and data security
• Privacy policy and terms of use policy
o Privacy policy: info the site collects, how it is used, use of cookies,
steps taken to protect user confidentiality
o Terms of use: disclaimers, limits on use of site, limit on liability,
dispute resolution, rights to refunds, IP rights
As you hire:
• Employment practices liability insurance
At fundraise stage:
• Directors and officers insurance (D&O)
• Key person life insurance

FUNDING 101
SPEAKER
LAINA GREENE

Laina Greene
laina@angelsofimpact.com
Co-founder
& Founder of GETIT, Inc
6th September, 2016

Trusted network of
angels for impact
Laina Greene
Audrey Tan
Lizzy Hawkins
Access to
markets
Access to
Capacity
building
Access to
Funding
Focused on women social
enterpreneurs
Working on 3 SDGs
TEAM

Overturning unconscious bias
& showing women are good investments
A ratio of 3:1 indicates that an investment of £1
delivers £3 of social value. -The Guide to Social
Return on Investment
 Women entrepreneurs bring in 20% more
revenue with 50% less money Invested than
entrepreneurs who are men -Forbes
Investments in women—particularly in
education and labor force participation—lead to
read GDP growth, as women take their earnings
and invest them back in their families and
communities. - Goldman Sachs

How to know if you fit their criteria?

And/Or “Emotion and Story”
Hatch for Good

Your own clarity can help your
chances of success
For more info email me
laina@angelsofimpact.com

BRANDING 101
SPEAKERS
MICHIEL RAUWS
MONICA PHILLIPS
KYLE SILVESTRO

X2.AI
“Providing quality mental healthcare,
regardlessofincome orlocation”
Michael Rauws | Michael@x2.ai
Founder,ChiefExecutiveOfficer
X2AI
©2016X2AIInc | Questionstomichael@x2ai.com

How wecreate value
• Hospitals /Health Insurance Companies
• Behavioral Health: allowing psychologists to care for 50
instead of only5patients per day
• Human Resources Departments
• Coaching: managing stress / anxiety / burn-outs / conflict situations
• Singularity University : Field Innovation Exchange

• Innovationfor NGO’s
• Startups to proveproduct
• Expenses are covered
• Empowering Syrianrefugees in Lebanon
• Continuouspsychological support for 60 people
• 99%AI / Chatbot
• 1%psychologists on stand-by
Singularity University : Field Innovation Exchange

Singularity University : Field Innovation Exchange
• Put your words into action
• “providing quality mental healthcare, regardless of income or location”

Don’t be Uber for cats
• Do people really care? Am I really making their lives better?

Text Tess: +1-650-229-5556
Michael@X2ai.com

241
o’s the first to know if the mall is going to be emp

2,000,000,000
(BILLION)
5,479,452 Documents per day
228,310 Documents per hour
3,805 Documents per minute
63 Documents per second

What’s Sarah’s biggest
problem?
She know’s very little about Peter
249

problem?
She know’s very little Peter
250

problem?
Missed Opportunities
251

How do you find people who
believe what you believe?
255

Data is the backbone of
decision making.
259

Data is the backbone of
decision making.
260

TRUST is the backbone
of decision making.
261

Welcome to the new
conversation
263

• www.sytrue.com
• kyle@sytrue.com
• Twitter: @ClinicalNLP
• Twitter: @SyTrueinc
• Facebook:
https://www.facebook.com/Sytrue.inc
• Linkedin:
https://www.linkedin.com/company/sytrue

266DC Speakers

STARTUP ECOSYSTEM
SPEAKERS
GIROLAMA BUI,
ANDREW C,
AMANDA GANT,
SALEEMA VELLANI

PRESS & MARKETING
SPEAKERS
LISA R. ROEPE (FAST COMPANY)
ERIC H SCHWARTZ (DCINNO)
www.Csouffrantntim.com

SPOTLIGHT
ENTREPRENEURS
ELEN AWALOM, ARAD
MALHOTRA, GRANT ERHUANGA,
BARIKA EDWARDS,
www.csouffrantntim.com

GOVERNMENT PANEL
PATRICK KIRWAN,
ANTWAUN GRIFFIN
www.Brandentrepreneurs.com

Intro to Startup
Global
Expanding international trade assistance
for early-stage companies
U.S. Department of Commerce - National Export
Initiative
Events conducted in partnership with the Global
Innovation Forum,
a project of the National ForeignTrade Council

Why should U.S. startups think
internationally?
• World consumers have a
proven demand for U.S.
goods and services
• 96 percent of world
consumers and 80% of
world GDP are located
outside the United States
• Advances in technology
and communication
services, e-commerce
platforms in particular
mean that it is easier than
ever for these
international consumers
to purchase from U.S.
companies
• U.S. companies exported
$2.3 trillion of goods and
services in 2015

Why should U.S. startups think
internationally?
• Many U.S. startups, when
connected with the proper
resources, have
demonstrated an ability to
excel and thrive in the global
market
• International competitors
will fill the gaps left by U.S.
startups that do not seize
global market opportunities
"The Internet is changing things.
It's enabling our global growth."
- Dave Berryman, CEO, Gibson
Guitar
• Nashville's “The Pasta
Shoppe” exports 10% of its
innovative pasta globally

Advantages of Startups vs.
Traditional SMEs
Startups Traditional SMEs
Unconstrained by
Geography:
Aggressively pursue growth regardless of
national boundaries
Narrow Scope for
Growth:
Little aspiration to go beyond specific
geographic or customer base
Focused on Growth:
Achieving rapid scale is main strategic
focus
BuildingValue:
The focus is on building sustainable
long-term value
Changing Business Model:
Iterate multiple times to find model that is
repeatable and scalable
Traditional Business Plan:
Planning based on executing defined
and established business processes
Additional Measures:
Indicators include firm age, number of
employees, ownership, revenue levels, etc.
Additional Measures:
Defined metrics include number of
employees, level of revenue, etc.

What are the Challenges Facing
Startups Seeking International
Expansion?
• Prohibitive costs:
Business and market development in foreign markets require a
high capital commitment that many early-stage companies cannot
afford
• Lack of Capital:
Acquiring the capital necessary for pursuing market
opportunities can be extremely challenging for many early-stage
companies
• How to Start:
Many entrepreneurs and founders without prior experience
often become stuck on the question of how to start.Trepidation
towards navigating a difficult process can stifle the impulse to
export

What are the Challenges Facing
Startups Seeking International
Expansion?
• Finding Reputable Partners:
Many startups struggle to find reliable partners for product
distribution, joint operations and partnerships, or to
achieve regulatory compliance. Finding the right partners can be
an opaque process
• Protecting IP:
Potential loss of control over IP or a perception of inadequate
protection from theft of IP or trade secrets are major concerns
for tech entrepreneurs
• Lack of Resources and Knowledge:
Early-stage companies often do not have access to the
knowledge and expertise necessary for developing new
opportunities in international markets, or a full
understanding of how to comply with foreign laws and
regulations governing critical issues including privacy,
labeling, and customs procedures

Why “Startup Global”?
• The Startup Global initiative helps
entrepreneurs and early-stage
companies think globally from day
one by providing the know-how
and technical assistance they need
in order to export their goods and
services efficiently
• Startup Global connects early-
stage companies with established
incubators and accelerators, U.S.
government resources and
corporate representatives

How is aTypical Startup Global Event
Structured?
• StartupGlobal programs include
day-long educational seminars in
partnership with local incubators and
accelerators to address the most
important issues facing startups in
the global business environment

KeyTakeaways
• Early-stage companies seeking to enter global markets face difficult
headwinds including insufficient capital, lack of knowledge of foreign
tariff regimes and business practices, fears over inadequate protection
of IP and trade secrets, and difficulty in finding reliable foreign partners
• With the proper assistance and know-how, even brand-new startups
can find success in global markets
• The goal of Startup Global is to help alleviate these problems and
connect motivated startups with the federal and private resources they
need in order to seize international business opportunities and flourish
• Startup Global events that have occurred since the program’s inception
have showcased the wide variety of resources and opportunities
available to startups and have garnered positive reviews from
attendees

LEGAL SPEAKER TOP
TIPS
RADIANCE HARRIS

282
About Me
• Founder and Managing
Attorney of Radiance IP Law
• Previously worked at major
global law firm representing
Fortune 200 companies
• Recipient of 2014-2016
Washington, D.C. Rising
Stars for Intellectual Property
by Super Lawyers
• Loves traveling and sweets

283
DISCLAIMER
This content is a resource for educational and
informational purposes, does not constitute legal
advice, and should not take the place of hiring an
experienced attorney. This content also does not
create an attorney-client relationship between you
and Radiance Harris or Radiance IP Law.

Top 10 Legal Tips & Tactics
284
1. Choose a distinctive business name
2. Do a trademark/name availability search at the
outset
• Federal and state databases
• Internet
• Domain name -
www.instantdomainsearch.com
3. Register business entity – www.dcra.dc.gov
4. Get those business permits and licenses
5. Take care of insurance and finances

Top 10 Legal Tips & Tactics
285
6. Protect intellectual property
• Trademarks - http://www.uspto.gov/trademark
• Patents – http://www.uspto.gov/patent
• Copyrights – www.copyright.gov
• Trade secrets
7. Obtain permission before using other people’s
content
8. Establish ironclad business contracts
9. Don’t forget those website policies
10. Get professional help

286
Radiance W. Harris, Esq.
301-367-3433
rharris@radianceiplaw.com
Sign up for my FREE legal cheat sheet for
start ups and monthly newsletter at
www.radianceiplaw.com

2872016 BUSINESS BOOT CAMPS

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