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The power of connecting

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Launch of product/company in term of communication, analyzing Robert Scoble’s recipe; Yellow Pages for startuppers (startup directories, tech magazines, magazines in your field/market, etc.). Discover …

Launch of product/company in term of communication, analyzing Robert Scoble’s recipe; Yellow Pages for startuppers (startup directories, tech magazines, magazines in your field/market, etc.). Discover on/off line resources, what is an incubator and what are certified incubators and which characteristics have public, private and university incubators. A new way to work – coworking - with its italian examples and finally some networking recurring events.

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  • 1. Being netFrieda Brioschifrieda.brioschi@gmail.comIEDLesson 7
  • 2. Course program1. Italian Startups2. Set up a startup in Italy3. Ive got an idea. And now?4. Value analysis5. Business model6. Communicate, communicate, communicate7. Being net8. Find your market9. Funding: venture capital, business angel and otherways of financing10. Pitch
  • 3. Todays table of content1.Community2.Networking3.Coworking4.Incubators
  • 4. Communicate3: quick recapDuring last lesson we discussed what are my needsin term of communication and how I can satisfy them.To reach this goal we investigated the landscape,starting from Cluetrain Manifesto and going throughsome definitions (Social media, in comparison withindustrial media, social networks, networked publics).
  • 5. Communicate3: quick recapAnalyzing the social media timeline, we arrived tooutline how to create an effective message: mybenefits, why customize and fix, usefulness of groupsand habits, the importance of immediacy andschedule, the use of different communicationtechniques.
  • 6. Communicate3: quick recapFinally we decided that having rules is important andwe try to outline which rules are essential:• Conversational and listening rules• Blurring of public and private• Storytelling• Objectivesand how everything is summarized in the editorialplan.
  • 7. The launch
  • 8. Robert Scoble’s recipe /1“The best launch is if you have a product that otherpeople like using so much that they tell other peopleabout it.”http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
  • 9. Robert Scoble’s recipe /2“What you want to do is have a story that travels tothe people who are most likely to need your product.It all starts with a story.So, the right way to launch is to have a story. Thentry that story out on some early adopters. Do they go"no way!" Or do they look bored?”http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
  • 10. Robert Scoble’s recipe /3Start asking the right question:• How can I get Oprah Winfrey to see my productwithin a year?• How can I get to be a featured app in the Apple appstore?• How do I make a product so strategically importantthat Steve Jobs buys it within a month.• How do I make a product thats so sticky and viralthat it gets people to tell at least five other peopleabout it.http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
  • 11. Robert Scoble’s recipe /4Things you need to do to launch a company:1. Make a blog.2. Make a YouTube video channel.3. Start Tweeting.4. Get a Facebook Page.5. Get a LaunchRock or KickoffLabs site.6. List your company on Angel List (and StartupLi.st,CrunchBase, etc).7. Figure out the 10 journalists you want to have seeyour product before you launch.http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
  • 12. Robert Scoble’s recipe /5So, whats your story?A sizeable part of having a great story is also hittingthe market at the right time.http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
  • 13. DisseminationPublish something about you on as many interestingwebsite as possibile:• startup directories• tech magazines•magazines in your field/marketHave a look to Giuliano Iacobellis list:http://www.giulianoiacobelli.com/startup/pianificando-il-lancio-della-vostra-startup-le-basi
  • 14. Resources
  • 15. Useful on/off line resources• Hangouts and events• Co-working, Fablabs, Makerspace, socialincubators• Community leaders• Media• Business Plan competition, startup events• Incubators and accelerators• Investors, etc.http://www.chefuturo.it/2013/01/i-primi-100-contatti-e-anche-di-piu-per-chi-vuole-fare-startup-in-italia/
  • 16. IncubatorsBusiness incubators are programs designed tosupport the successful development ofentrepreneurial companies through an array ofbusiness support resources and services, developedand orchestrated by incubator management andoffered both in the incubator and through its networkof contacts. Incubators vary in the way they delivertheir services, in their organizational structure, and inthe types of clients they serve.http://en.wikipedia.org/wiki/Business_incubator
  • 17. Incubator services• Help with business basics• Networking activities• Marketing assistance• High-speed Internet access• Help with accounting/financial management• Access to bank loansHelp with presentation skills• Links to higher education resources• Links to strategic partners• Access to angel investors or venture capital• Advisory boards and mentors• Management team identificationhttp://en.wikipedia.org/wiki/Business_incubator
  • 18. Certified incubatorsStartup Regulation introduces “certified incubators forinnovative startups”.The startup incubator or accelerator must verify ifspecific requirements concerning the startup’sphysical structures, management, facilities and,above all, its track record, are fulfilled. In this way,the law aims to identify the structures that are able tooffer efficient incubation services in Italy. Certifiedincubators can benefit from some instrumentsprovided for by the law.http://bit.ly/11f2mtq
  • 19. Public incubatorsAre supported by public sponsors and are non-profit.Usually public authorities are the major stakeholdersand play an important part in the definition of thelegal status of the incubators and in theirmanagement, frequently supported by a broadly-based partnership of public authorities andinstitutions such as a Chamber of Commerce,Municipality, Province, Region, Banking Institutions,and various business associations.Typically, they are multi-purpose and the activities oftheir occupants span all the traditional-economybusiness sectors as well as some hi-tech ones.http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf
  • 20. University incubatorsThey usually concentrate on promoting hi-tech start-ups developed by their students, researchers andprofessors. Their objectiveis to foster the industrial applications of theknowledge generated through academic researchactivities.They have a strong connection with research labsand are often focused on the area in which thefounder university specializes.http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf
  • 21. Private incubatorsAre usually profit-making.The number and type of organizations making upprivate incubator partnerships varies from individualsto groups consisting of several private companiesand organizations.Most of these incubators invest almost exclusively inone business sector. They contribute to the successof the start-ups in several ways, including theavailability of specialized professionals who work withthe start-ups own staff.http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf
  • 22. Italian incubatorshttp://wiki.startupbusiness.it/Incubatori_d%27impresa_e_parchi_scientifici_e_tecnologici_italiani
  • 23. Coworking
  • 24. CoworkingCoworking is a style of work that involves a sharedworking environment, often an office, andindependent activity. Unlike in a typical officeenvironment, those coworking are usually notemployed by the same organization.Coworking is also the social gathering of a group ofpeople who are still working independently, but whoshare values, and who are interested in the synergythat can happen from working with like-mindedtalented people in the same space.http://en.wikipedia.org/wiki/Coworking
  • 25. Coworking principlesCoworking is not only about the physical space, butabout establishing the coworking community first. Itsbenefits can already be experienced outside of itsspaces, and it is recommended to start with buildinga coworking community first before consideringopening a Coworking space. However, somecoworking spaces dont build a community: they justget a part of an existing one by combining theiropening with an event which attracts their targetgroup.http://en.wikipedia.org/wiki/Coworking
  • 26. Coworking in Italyhttp://coworkingproject.com/
  • 27. http://360.steelcase.com/articles/the-same-but-different-mapping-the-patterns-of-work-cultures/
  • 28. The Hubhttp://www.the-hub.net/
  • 29. Fab LabA fab lab (fabrication laboratory) is a small-scaleworkshop offering (personal) digital fabrication.A fab lab is generally equipped with an array offlexible computer controlled tools that cover severaldifferent length scales and various materials, with theaim to make "almost anything". This includestechnology-enabled products generally perceived aslimited to mass production.http://en.wikipedia.org/wiki/Fab_lab
  • 30. Networking
  • 31. Many opportunities:• Workshop• Elevator Pitch Competition• Idea Jam Session• Speed Pitch Date• Startup Outing• Job Postinghttp://www.startupsaturday.it/Startup Saturday
  • 32. Italian Startup Scene (ISS)Facebook group for italian startupper, entrepreneurs,investors, bloggers, developers and anyoneinterested in startups and venture capital.http://it.startupscene.org/
  • 33. Fab LabA fab lab (fabrication laboratory) is a small-scaleworkshop offering (personal) digital fabrication.A fab lab is generally equipped with an array offlexible computer controlled tools that cover severaldifferent length scales and various materials, with theaim to make "almost anything". This includestechnology-enabled products generally perceived aslimited to mass production.http://en.wikipedia.org/wiki/Fab_lab
  • 34. TechGarageIt’s an italian association which aims to connect• Grassroot innovation• business angel, seed funds and independentventure capital• companieshttp://techgarage.eu/
  • 35. Next weekFind your market.