1. Future Leaders Project
Market Analysis Update &
Communications Plan
Diversification

2. Market Analysis Update
• Select Data (startups)
• Define and analyze sample
▫ 242 startups in Greece (Total)
▫ 10 successful startups
• Segmentation, trends and growth rates
▫ Sustainability startups up to 2014
• Domestic and global leading incubators
▫ Selection based on successful startups
▫ Determine key success factors
▫ Identifying best practices
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3. Data Sources
• Endeavor Market Analysis (2008-2012)
• startupgreece.com
• angels.co/greece
• startupgreece.gov.gr
• emea.gr
• greekstartups.com
• draganidis.com (funding)
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4. Startups in Greece (2010-2014)
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5. Startup growth per sector in Greece
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6. Successful startups analysis
• Key partnerships
• Differentiation strategy
• Broad range of options
• Branding
• Internalization
• Advertising and communication
• Innovation
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7. Sustainability Startups (2010-2014)
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8. Sustainability startups growth
8/19

9. Sustainability startups per sector
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10. Startup Funding per sector
• Total Funding: 37.120.000€
• Startups funded = 26/242 = 10.74%
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11. Key Success factors – Best practices
• Equity, free working space
• Strong sponsorships
• Expertise network
• International speakers
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12. 12
Effective communication steps
Define target
audience
Set goals
Design
communications
Select
channels
Define
budget
Decide
communications
Mix
Assess
feedback
Manage
communications
plan

13. Identifying key customers
• Age 18-40
• Employed (proof of concept)
• Unemployed
• Graduates (short term)
• Pupils (long term)
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14. Aephoria SWOT Analysis
STRENGHTS
• Sustainability Incubator
• Responsible management and
business ethics
• Location and infrastructure
• Founding members
WEAKNESSES
• Competition
• Lack of staff
• No big capital support
OPPORTUNITIES
• EU Sustainable Development Policy
• Turn to startup businesses (crisis)
• Start up trend
• Expertise
THREATS
• No incubators association in Greece
• Talent immigration
• Political instability
• Lack of cooperation with academia
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15. Message to Communicate
• “We care about your success” (6%)
• Integrated solutions (sustainability)
• We support Circular economy ideas
“Your Success is our Green Priority”
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16. Communication (Indirect)
• Newspapers and magazines
▫ Kathimerini, Eleftherotypia
▫ Bhmagazino, Real Money, Planet
▫ Free Press
• Internet
▫ Banners (avgeros.gr, agrotypos.gr, startup.gr, emea.gr)
▫ Green and startup blogs
▫ Facebook
▫ Site update (tips and advice, testimonials, SEO)
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17. Communication (Indirect)
• Logo (workplace)
• Olive tree (workplace)
• Posters
• T-shirts (Free Day ride)
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18. Communication (Direct)
• Interviews
▫ Skai (Eco News)
▫ Student Radios
• Students’ Internships
▫ Agricultural University
▫ PR University (Kefalonia)
▫ Aegean University
• Representation in start up events
▫ Sustainability Awareness Week
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19. Communication (Direct)
• Approaching Young Initiatives
▫ Entrepreneurship Groups (Start Acting, Think.Biz,
MKE)
▫ Environmental Groups (IHU)
• Exhibitions In-House
▫ Art & Culture
▫ Start up stories
• Associations
▫ Global Associations (networking)
▫ Agricultural Associations
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20. Thank you!!
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