Curriculum v1.1  Startup Summer School 2020 

Largest Innovation Program in Pakistan
Changing World 🌍 100+ Startups 💡🚀 per Year
Center for
Global InnovatorsInnovate | Disrupt | Lead
San Francisco - Boston - Berlin - Dubai - Islamabad
Center for Global Innovators (CGI) SSS2020 Curriculum Lahore Garrison University 1
Startup World Cup Pakistan
Largest Startup Competition around The World with Prize of $1 Million
SSS2020
Incubation Curriculum
4-Weeks Online
Startup Summer
School
Experience
Gamified
Interactive Learning
Platform
20+ Cities Across
Pakistan
Learn How to Build
a Business in 4
Weeks

Program Highlights
Idea to Business in 4 Weeks
Learn from Global Mentors
Pakistan’s Top Business Executives
20+ Cities across Pakistan
Google G-Suite Digital Platform
Prizes for City & National Level
Entrepreneurship Certificate
4-Weeks Startup Summer School
Leadership & Purpose of Life Sprint
Design Thinking & Innovation Sprint
Building a Startup Sprint
Startup Growth & Scaling Sprint
1. Lahore
2. Faisalabad
3. Multan
4. Bahawalpur
5. Sialkot
6. Layyah
7. Sahiwal
8. Peshawar
9. Kohat
10. Mardan
11. Abbottabad
12. Murree
13. Swabi
14. Waziristan
15. Malakand
16. Karachi
17. Sukkur
18. Hyderabad
19. Jamshoro
20. Quetta
21. Gwadar
22. Muzaffarabad
23. Gilgit
24. Islamabad/
Rawalpindi
Regional HubsStartup Summer School 2020
Startup Summer School Program
Leadership & Purpose of
Life Sprint
20-24 July
Design Thinking &
Innovation Sprint
03-07 Aug
Building a Startup Sprint
10-14 Aug
Startup Growth & Scaling
Sprint
17-21 Aug

Welcome to Startup Summer School
"Our Vision is to Give Everybody a
Chance to Learn how to build a
Business. And be part of Pakistan’s
journey towards building a $500B
Knowledge Economy by 2030.
Together let’s make Pakistan
a Top-50 Innovative
Nation"
Maj Gen Obaid Bin Zakria
V i c e C h a n c e l l o r
Lah ore Garr ison Univer sity

SSS2020: Team
Ahmed Mujtaba
Program Manager
Asma Aslam
Program Coordinator
Abdul Rahman
Program Manager
Imran Jattala
Startup Coach
Mariam Khan
Life Coach
Samia Najeeb
Program Manager
Mustafa Minhas
Startup Coach
Bakhtawar Mahmood
Media Leader
Fizza Shuja
Program Coordinator
Majid Hussain
Program Coordinator

▪ Interactive Video Lectures from Industry Leaders
▪ 4-Weeks, 3-Hours of Lectures per Day (5 Days/Week)
▪ 10:00am-12:00pm | 12:00pm-01:00pm
▪ 20 Daily Quiz | Weekly Sessions (Panel Dis)
▪ 2 Weekly Assignments
▪ Global Panel of Mentors
▪ Pre-Readings / Books / Articles
▪ KPIs Dashboard for Individual & Team Performance
▪ Support Teams in 20 Cities across Pakistan
▪ Prizes for City & National Level Top Teams
Localized support Across Pakistan
Startup Summer School Curriculum
1. Leadership & Purpose of Life Sprint
2. Design Thinking & Innovation Sprint
3. Building a Business in Pakistan Sprint
4. Startup Growth & Scaling Sprint

Week-1
20-24 July
Leadership for
Entrepreneurship Sprint
Week-2
03-07 Aug
Design Thinking & Innovation
Sprint
Week-3
10-14 Aug
Building a Startup Business
Sprint
Week-4
17-21 Aug
Startup Growth & Scaling
Sprint
Startup Summer School 2020
Monday Tuesday Wednesday Thursday Friday
Week-1
Leadership
Self-Actualization –
Find your Why?
Growth Mindset
Soft Skills
Networking
Leadership for
Startups
10x Your Productivity
Team Building & Team
Charter
Entrepreneurship
Secrets of Self Made
Millionaires
Week-2
Human Centric Design
Social & Creative
Innovation
Design Thinking
Customer Discovery
Business Model
Design
Business Model
Design
Business Model
Validation
Week-3
Building a Brand Financial Modelling Startup basics for
Pakistan
Marketing
Sales
Finance
Go-To-Market Strategy
Week-4
Business Process
Automation
Growth Hacking &
Blitzscaling
Negotiations
Legal Challenges
Investment Readiness
Investor Pitch Deck
Investor Pitch & Demo
Day

“A startup is a temporary
organization designed to
search for a repeatable
and scalable business
model.”
– Steve Blank
Will enable you to build a Startup
“A business model
describes the rationale of
how an organization
creates, delivers, and
captures value”
– Alexander Osterwalder

Will enable you to build a Brand
Learn to Build
a Startup
Brand using
CGI
Innovation
Framework
Welcome to
the
roller coaster 🎢
ride of
entrepreneurship!

CGI Innovation Framework
Governance
& Culture
Strategy
Review
& Revision
Information
& Reporting
PROBLEM SOLUTION GROWTH
CONCEPTKPIs
Learn
Sprint
Planning
Pivot Execution
Shippable
Increment
Review
Emergence
Network
Wave
Problem Statement
Empathize
Define
IDEATE
Prototype
Test
DESIGN THINKING LEAN STARTUP AGILE SCALING
Problem / Solution Fit Product / Market Fit Business Model Fit
Problem KPIs
1. Empathy
2. Desirability
3. Feasibility
4. Viability
5. Scalability
Solution KPIs
1. MVP Time & Cost
2. Brand Positioning
3. Customer Acq Cost "CAC"
4. Customer Lifetime Value "LVC"
5. Sales Cycle Length
Growth KPIs
1. Conv rate
2. Churn Rate
3. Avg. Order
4. Profit Margin
5. MAU / MoM
6. Burn-rate
7. Runway
8. Culture
9. Asset
10. Earnings
11. Liquidity
12. Operations
13. Technology
14. Compliance
ENTERPRISE RISK MANAGEMENT
Performance

Week-1: Leadership & Purpose
of Life Sprint (20-24 July)

Week-Zero: Pre-Arrival Guide
Learning Outcomes Facilitator(s)
Preparation for Incubation Program
Co Founder Roles & Responsibilities
Startup Name, Logo & Social Media Pages
Medium or Facebook Blog for Reflections
Microsoft OneNote as Journal & Class-Notes
Pre Readings, Assignments, Journal & Reflections
Productivity Game Book Summaries (www.productivitygame.com)
2000Books
2000Books Summaries (www.2000books.com)
Urdu Books Summary: INFOTIVATION
Imran Jattala
Ahmed Mujtaba Khan
Abdul Rahman
Asma Aslam
Samia Najeeb
Mariam Saleem Khan
Bakhtawar Mahmood
Pre Readings
Pre-Arrival Guide
Activities & Assignments:
Startup Facebook Page

Leadership & Purpose of Life
▪ Leadership
▪ Self-Actualization – Find your Why?
▪ Iqbal, Universe and knowing yourself
Center for Global Innovators (CGI)
Khurram Elahi
UTP (Umar Tariq Pirzada)
Mariam Saleem Khan
Imran Jattala
Pre Readings
Purpose of Life Nukta season2 Episode 27 - Khurram Elahi
Start with why by Simon Sinek
Pre-Req:
Pre-Module Reflection
Article: Maslow's Hierarchy of Needs
HBR: How Managers Become Leaders
Assignments:
Post-Module Reflection
Week-1: 20-24 July
Day-1: Mon 20-Jul
▪Interactive Video Lectures from Industry Leaders
▪10:00am-12:00pm | 12:00pm-01:00pm

Growth Mindset & Soft Skills
▪ Growth Mindset
▪ Soft Skills
▪ Adaptive Thinking, Interpersonal Influence, Team Collaboration
▪ Personal Development Plan
▪ Networking
▪ LinkedIn Profile
Ayesha Tariq Sethi
Mariam Saleem Khan
Imran Jattala
Kamran Rizvi
Naureen Ghaffar
Pre Readings
Growth Mindset - Book by Carol Dweck (Book Summary)
MINDSET by Carol Dweck
Success Secret by Ramez Helou
Network Like a Rockstar: Webinar with Jaymin Patel
Pre-Req:
Article: How to Create a Personal
Development Plan
Article: The Top 7 Skills Needed for Success
in International Business
Assignments:
Personal Development Plan (Document)
LinkedIn Profile
Week-1: 20-24 July
Day-2: Tues 21-Jul
▪10:00am-12:00pm | 12:00pm-01:00pm

Productivity for Startups
▪ Leadership for Startups
▪ 10x Your Productivity
Mariam Saleem Khan
Furqan Shamsi
Samia Hasan
Pre Readings
The 5 Levels of Leadership by John Maxwell (Video)
How To 100x Your Productivity In A World Of Distraction by Robin
Sharma
Pre-Req:
HBR: How Will You Measure Your Life?
Article: How to 10x Your Productivity
Assignments:
Life Mission Statement
Week-1: 20-24 July
Day-3 : Wed 22-Jul
▪10:00am-12:00pm | 12:00pm-01:00pm

Team Building
▪ Team Building
▪ Stages of Team Development
▪ Team Charter
Mariam Saleem Khan
Prof Debbie Dowling
Mariam Saleem Khan
Imran Jattala
Pre Readings
How to turn a group of strangers into a team by Amy Edmondson
Pre-Req:
Article: The 5 stages of team development
Article: The Essential Guide to Creating an
Effective Team Charter
Assignments:
Team Charter (@Medium)
Week-1: 20-24 July
Day-4 : Thur 23-Jul
▪10:00am-12:00pm | 12:00pm-01:00pm

Secrets of Self Made Millionaires
▪ Habits of Highly Effective People
▪ How to learn fast
▪ Secrets of Self Made Millionaires
Maj Gen Obaid Bin Zakria
Mr. Veqar ul Islam
Imran Jattala
Pre Readings
Secrets Of Self Made Millionaires by Brian Tracy (Video)
How Legendary Leaders Speak by Robin Sharma
You are contagious by Vanessa Van Edwards
Your body language may shape who you are by Amy Cuddy
Pre-Req:
HBR: To Be a Great Leader, You Need the
Right Mindset
Book: The First 20 Hours
Assignments:
Team Charter (@Medium)
Week-1: 20-24 July
Day-5 : Fri 24-Jul
▪10:00am-12:00pm | 12:00pm-01:00pm

Week-2: Design Thinking &
Innovation Sprint (03-07 Aug)

HCD & Social & Creative Innovation
▪ Base of Pyramid & Market Opportunities
▪ HCD: Solving Human Problems
▪ like poverty, gender equality, and clean water
▪ Capitalism 2.0
▪ For Good – For Profit
▪ Hult Prize 2016 Case Challenge as Case Study
▪ Building successful Social Enterprises
Amber Saigal
Talha Chishti
Rehan Allahwala & Co
Pre Readings
Book “Fortune at the Bottom of the Pyramid”
Report State of Social Enterprise in Pakistan by British Council
Blog Unreasonable Knowledgebase
Case Hult Prize 2016 Case Challenge
Pre-Req:
Rizwan Factorywala:
http://factoryschool.net/
Shahid Hussain Joiya Video:
https://youtu.be/EH9MCwM3Mls
Business Talks Channel
Week-2: 03-07 Aug
Day-6 : Mon 03-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Design Thinking & Customer Discovery
▪ Design Thinking
▪ human-centric
▪ holistic approach to problem solving
▪ IDEATE Workshop
▪ Value Proposition Canvas
▪ Market & Opportunity Size
▪ Customer Research, Customer Persona
Mauro Porcini
Tabinda Usman
Imran Jattala
Pre Readings
"WE ARE SOCIAL" for Global Digital (Internet & Social) Data
CGAP / GSMA / World Bank / IMF / WHO / UNDP Economic Data
Tools for Design Thinking
Sandford D School: Design Thinking Virtual Course
Pre-Req:
Customer Persona
Week-2: 03-07 Aug
Day-7 : Tues 04-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

DT: Business Model Design
▪ Design Thinking
▪ human-centric
▪ IDEATE Workshop
▪ Business Model Canvas
Mr. Asif Akram
Mr. Khurram Safdar
Ms. Maryam Houbakht
Pre Readings
Pre-Req:
Business Model Canvas
Assignment: Building a Startup 101
Week-2: 03-07 Aug
Day-8: Wed 05-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

DT: Business Model Design
▪ Design Thinking
▪ human-centric
▪ IDEATE Workshop
▪ Business Model Canvas
Mr. Asif Akram
Mr. Khurram Safdar
Mr. Ikhtiar Khoso
Pre Readings
Pre-Req:
Week-2: 03-07 Aug
Day-9: Thur 06-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

DT: Business Model Validation
▪ IDEATE Workshop III
▪ Desirability, Feasibility and Viability
▪ Technology Readiness Level
▪ Market Readiness Level
▪ Three steps of validation
▪ Step #1: How will your startup deliver value?
▪ Step #2: How will your startup create value?
▪ Step #3: How will your startup capture value?
Mr. Kanwal Masroor
Mr. Imtiaz Rastgar
Dr. Shahid Mahmud
Pre Readings
Pre-Req:
From Idea to Business
Week-2: 03-07 Aug
Day-10: Fri 07-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Week-3: Building a Startup
Business Sprint (10-14 Aug)

Building a Brand
▪ Brand as Third Space
▪ Brand Canvas
▪ Brand Identity, Logo, Slogan, Vision & Mission
▪ Storyboarding
▪ Marketing
▪ Viewing marketing as a value creation process
▪ Analyzing consumer behavior
▪ Selecting the target market and positioning the product
▪ Developing an integrated marketing program
Mr. Habibulah Khan
Mr. Imran Jattala
Mr. Hisham Sarwar
Pre Readings
Brand Canvas
Pre-Req:
Branding For Startups
Week-3: 10-14 Aug
Day-11: Mon 10-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Financial Modelling
▪ Financial Modelling
▪ Expenses
▪ Revenue
▪ Profits
▪ Cash Flow
▪ Break even
▪ 5-Year Financial Projections
Mr. Abdul Shakoor
Mr. Imran Jattala
Mr. Kapeel Kumar
Pre Readings
Basic Financial Model
Pre-Req:
Basic Financial Model
Advanced Financial Modelling
Week-3: 10-14 Aug
Day-12: Tues 11-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Startup basics for Pakistan
▪ Startup basics for Pakistan
▪ Dos & Don'ts of Business in Pakistan
▪ Company Laws
▪ Tax Laws
Mr. Azhar Rizvi
Mr. Mansoor Malik
Ms. Shama Maqbool
Mr. Imran Jattala
Pre Readings
Startup Guide Pakistan
Pre-Req:
Week-3: 10-14 Aug
Day-13: Wed 12-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Marketing, Sales, Finance
▪ Marketing
▪ Viewing marketing as a value creation process
▪ Analyzing consumer behavior
▪ Sales
▪ Serving customers and creating value
▪ Designing and implementing a winning go-to-market strategy
▪ HR & Finance
▪ The role and tools of finance, Basic Excel
▪ Managing Balance Sheet
▪ Growth, profit, and investors
Mr. Hisham Sarwar
Mr. Noshad Minhas
Mr. Mustafa Minhas
Mr. Ahad Nazir
Mr. Imran Jattala
Pre Readings
63 of the Best Marketing Tools for Startups
12 Keys to Successful Selling
Pre-Req:
Week-3: 10-14 Aug
Day-14: Thur 13-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Go To Market Strategy
▪ GTM Strategy
▪ Serving customers and creating value
▪ Designing and implementing a winning go-to-market strategy
▪ Where to Play & How to win?
▪ 4 quadrants of a successful go-to-market strategy
▪ How to acquire 1st Customer, 100 Customers, 500 Customers
▪ Sales & Distribution Channels
▪ Competitive Advantage
Ms. Lucie Newcomb
Dr Imran Zawwar
Mr. Imran Jattala
Pre Readings
GTM strategy
Pre-Req:
HBR: Building a Winning Go to Market
Strategy with Data
Week-3: 10-14 Aug
Day-15: Fri 14-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Week-4: Startup Growth &
Scaling Sprint (17-21 Aug)

Business Process Automation
▪ Introduction to Business Process Management
▪ Understanding Business Process Management
▪ Key Business Process Concepts
▪ Introduction to Business Process Modeling
▪ Introduction to Business Process Analysis
▪ Measuring Business Process Performance
▪ Introduction to Business Process Performance
▪ Automation – KPIs Dashboard
▪ Google Business Tools
Mr. Sohail Sarwar
Ms. Maryam Arshad
Mr. Imran Jattala
Pre Readings
Top 26 automation tools for startups
Pre-Req:
HBR: Building a Startup That Will Last
Week-4: 17-21 Aug
Day-16: Mon 17-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Growth Hacking & Blitzscaling
▪ Blitzscaling
▪ New Strategy Toolkit - Implementation to Scaling
▪ Growth Hacking
▪ Experiments
▪ Growth Channels
▪ Offer & Product Enhancement
▪ Pirate Metrics
▪ Innovation Accounting
Mr. Atif Awan
Mark Turrell
Mr. Imran Jattala
Pre Readings
Reed Hoffman's Stanford Course on Technology-enabled Blitzscaling
Mark Turrell's The Science of Spread (Emergence-Network-Wave)
Pre-Req:
HBR: Blitzscaling
Week-4: 17-21 Aug
Day-17: Tues 18-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Negotiations & Legal Challenges
▪ Art of Negotiations
▪ Co Founder’s Equity
▪ Employee Stock Options / Vested Shares
▪ IP / Copyrights / Licensing / Patents
▪ Company Registration
▪ Tax Laws of Pakistan
▪ Corporate Governance / Advisory Board & Board of Directors
▪ Business Ethics and Best Practices
Mr. Ali Jahangir Badar
Ms Anooshay Shaigan
Mr. Imran Jattala
Dr Vaqar Ahmed (SDPI)
Pre Readings
Startup Toolkit
Pre-Req:
HBR: What’s Your Negotiation Strategy?
Week-4: 17-21 Aug
Day-18: Wed 19-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Investment Readiness & Pitch Deck
▪ Elevator Pitch
▪ Methods of Startup Valuation | Investment Readiness Level
▪ Investment Pitch Deck
▪ Preparing for Early Stage Funding
• How much money do you need - Mapping the startup lifecycle with
investment needs
• Building pitch perfect business plan
• Structuring a company for seed, angel and venture capital
investment
Mr. Omar Ghani
Dr Shahina Waheed
Mr. Imran Jattala
Pre Readings
Tech Startup Valuation
10-Slide Guy Kawasaki Investment Pitch
Elevator Pitch
Pre-Req:
Investment Term-Sheet, Convertible
Notes, Investor Toolkit
Week-4: 17-21 Aug
Day-19: Thur 20-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Investor Pitch & Demo Day
▪ Virtual Shark Tank
▪ Presentations by All Teams
▪ 4-Mins Presentation & 2-Mins Q&A
▪ Presentations via Zoom
▪ Live Presentation Pitching Rubric
▪ Organization, Content & Clarity (40%)
▪ Research, Subject Knowledge, Resources (20%)
▪ Delivery (Body Language & Confidence) (40%)
10 Parallel Panel of Judges
Pre Readings
Tech Startup Valuation
10-Slide Guy Kawasaki Investment Pitch
Elevator Pitch
Pre-Req:
https://www.slideshare.net/GuyKawasaki/t
he-only-10-slide-you-need-in-a-pitch-from-
the-art-of-the-start-20
Week-4: 17-21 Aug
Day-20: Fri 21-Aug
▪10:00am-12:00pm | 12:00pm-01:00pm

Innovation Process
& Startup KPIs
Annex-A

Innovation Framework
Governance
& Culture
Strategy
Review
& Revision
Information
& Reporting
PROBLEM SOLUTION GROWTH
CONCEPTKPIs
Learn
Sprint
Planning
Pivot Execution
Shippable
Increment
Review
Emergence
Network
Wave
Problem Statement
Empathize
Define
IDEATE
Prototype
Test
DESIGN THINKING LEAN STARTUP AGILE SCALING
Problem / Solution Fit Product / Market Fit Business Model Fit
Problem KPIs
1. Empathy
2. Desirability
3. Feasibility
4. Viability
5. Scalability
Solution KPIs
1. MVP Time & Cost
2. Brand Positioning
3. Customer Acq Cost "CAC"
4. Customer Lifetime Value "LVC"
5. Sales Cycle Length
Growth KPIs
1. Conv rate
2. Churn Rate
3. Avg. Order
4. Profit Margin
5. MAU / MoM
6. Burn-rate
7. Runway
8. Culture
9. Asset
10. Earnings
11. Liquidity
12. Operations
13. Technology
14. Compliance
ENTERPRISE RISK MANAGEMENT
Performance

EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
Segment Customers
Interview Customers
Create BMCs
Product Roadmap
Measure, Learn, Adapt,
Repeat, ScaleCustomer Persona
Mockups
Storyboard
Market Research
Problem/Solution Fit
Brand & Positioning
Startup KPIs
1. Empathy (Problem Identification)
2. Desirability (Problem / Solution Fit)
3. Feasibility (Product / Market Fit)
4. Viability (Profitability/Sustainability)
5. Scalability: LVC ≥ 3*CAC
Design Thinking = Empathy + Prototyping + Strategy
Plan IDEATE Workshops
Brainstorm
Ideas/Solutions
BMC Validation
Customer Journey
MVP
Digital Marketing
TRL, MRL Feedback
Investor Pitch Deck

Startup KPIs
1. MVP Development Time & Cost
2. Branding & Positioning
3. Cost of customer acquisition or "CAC"
4. Lifetime value of customer or "LVC"
5. Sales cycle length
Product/Market Fit
Monday: Sprint Planning (1–2 hours)
Tuesday: Daily Standup (15 minutes)
Wednesday: Daily Standup (15 minutes), Story Time (1 hour)
Thursday: Daily Standup (15 minutes)
Friday: Daily Standup (15 minutes), Sprint Review (30 minutes), Retrospective (1–2 hours)

Blitzscaling
Rule #1: Embrace Chaos
Rule #2: Hire Ms. Right Now, Not Ms. Right
Rule #3: Tolerate “Bad” Management
Rule #4: Launch a Product That Embarrasses You
Rule #5: Let Fires Burn
Rule #6: Do Things That Don’t Scale (Throwaway Work)
Rule #7: Ignore Your Customers
• Experiments - Conduct analytic data driven tests to validate the growth hypotheses.
• Growth Channels - Identify channels having the best potential to drive business growth.
• Offer & Product Enhancement- Enhance solutions based on feedback from growth experiments.
• Pirate Metrics - Track key measures of growth - Acquisition, Activation, Retention, Referral and Revenue (AARRR).
• Innovation Accounting - Define, measure and communicate the progress of innovation.
New Strategy Toolkit - Implementation to Scaling
1. Framework for New Strategy Toolkit
2. Importance and Use of Personality Styles
3. Persuasion Factors
4. Complex Systems and Emergence
5. Complex Systems in Practice
6. Network Thinking
7. How Things Spread
8. Change at World Scale - Global Teacher Prize Case Study
9. Planning for Scaling with Scaling Canvas
Startup KPIs
4. Sales conversion rate
5. Retention Rate (Churn Rate)
6. Avg. Order Value & Profit Margin
7. Monthly Active Users (MAU)
8. Month-on-Month Growth (MoM)
9. Burn-rate / Runway
Business Model Fit

KPI Driven Startup Growth
Project KPIs (Business Model Fit)
4. Sales conversion rate
5. Retention Rate (Churn Rate)
6. Avg. Order Value & Profit Margin
7. Monthly Active Users (MAU)
8. Month-on-Month Growth (MoM)
9. Burn-rate / Runway
Project KPIs (Problem Solution Fit)
1. Empathy (Problem Identification)
2. Desirability (Problem / Solution Fit)
3. Feasibility (Product / Market Fit)
4. Viability (Profitability/Sustainability)
5. Scalability: LVC ≥ 3*CAC
Project KPIs (Product Market Fit)
1. MVP Development Time & Cost
2. Branding & Positioning

Building a Startup
Brand 101
Annex-B

Startup Name
• Team Alpha Startup
Team Members
• 1. Mr. Man
• 2. Ms. Women
• 3.
• Minimum 5 Personas
Section-1: Customer Personas
• Different BMC by each Team Member for your Startup
• From Idea to Business - Six Short Videos
Section-2: Business Model Canvas
• Empathy, Desirability, Feasibility, Viability & Scalability
Section-3: Business Model Validation
• Logo, Vision, Mission, Storyboard & Bran Canvas
Section-4: Brand Canvas
• Five Year Financial Projections
Section-5: Startup Financial Model
Building a Startup Brand 101
Important Instructions:
This is an Individual Assignment
Submit your Individual file for your
Startup
Every Solution must be Unique
Can’t be 100% similar
Use this Presentation Template, without
removing any Slide

Back to main
Customer
Personas
Section-1
Customer Personas

Asif Bajwa
If you can live without change, than
don’t change.
Location: Islamabad, Capital
Age: 35
Work: Admin Manager
Family: Married, 4 kids.
Customer Segment: Middle-Income
Bio
Asif Bajwa is Admin Manager at Isra University earning 40K per month. He is married and have 4 kids.
His primary duty and concern is to meet monthly domestic expenses. He is a conservative and passive
person. Its challenging to convince him to try a new product or service. He relies heavily on social proof,
and if people around him recommend a product and service, he will adopt it easily.
Aspirations
• Meeting Monthly Domestic Expenses.
• His life goal is to get his children educated
• And savings enough for medical emergencies & kids marriage
Pains and Gains
• His primary pain is cash payment for grocery shopping
• His gain is to make digital payments at zero transaction fee
Brands
A collection or list of the user's favorite
brands.
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
What and How They Buy
• Word of Mouth – Social Proof
• Physical Channel, Brick & Mortar Store
Motivations
Incentive
Fear
Achievement
Growth
Channels
Traditional Ads
Online & Social Media
Referral
Direct Marketing & PR
Sample Persona

Back to main
Business Model
Canvas
Section-2
Business Model
Canvas

Key Partners Value Proposition Customer SegmentsKey Activities Customer Relationships
Key Resources Channels
Cost Structure Revenue Stream
⎪ Who are our Key Partners?
⎪ Who are our key suppliers?
⎪ Which Key Resources are we
acquiring from partners?
⎪ Which Key Activities do partners
perform?
⎪ motivations for partnerships:
⁃
⁃
⁃
⎪ What value do we deliver to the
customer?
⎪ Which one of our customer’s
problems are we helping to solve?
⎪ What bundles of products and
services are we offering to each
Customer Segment?
⎪ Which customer needs are we
satisfying?
⎪ For whom are we creating value?
⎪ Who are our most important
customers?
⁃
⁃
⁃
⁃
⁃
⎪ What Key Activities do our Value
Propositions require?
⎪ Our Distribution Channels?
⎪ Customer Relationships?
⎪ Revenue streams?
⎪ What Key Resources do our Value
Propositions require?
⎪ Our Distribution Channels?
Customer Relationships? Revenue
Streams?
⎪ What type of relationship does each
of our Customer Segments expect us
to establish and maintain with them?
⎪ Which ones have we established?
⎪ How are they integrated with the rest
of our business model?
⎪ How costly are they?
⎪ Through which Channels do our
Customer Segments want to be
reached?
⎪ How are we reaching them now?
⎪ How are our Channels integrated?
⎪ Which ones work best?
⎪ Which ones are most cost-efficient?
⎪ What are the most important costs inherent in
our business model?
⎪ Which Key Resources are most expensive?
⎪ Which Key Activities are most expensive?
⎪ For what value are our customers really willing
to pay?
⎪ For what do they currently pay?
⎪ How are they currently paying?
⎪ How would they prefer to pay?
Business Model Canvas Fri 31 Jul 2020

Key Partners Value Proposition Customer SegmentsKey Activities Customer Relationships
Key Resources Channels
Cost Structure Revenue Stream
Fri 31 Jul 2020

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Business Model
Validation
Section-3
Business Model
Validation

Back to main
Business Model
Validation
🙎‍♀️ Empathy: (Problem Identification)
🚦 Desirability: (Problem / Solution Fit)
🚧 Feasibility: (Technically Doable)
💸 Viability: (Financially Doable)
📈 Scalability: LTV ≥ 3*CAC

Back to main
CAC vs LTV

Back to main
Business Model
Validation
Startup KPIs Status
🙎‍♀️ Empathy: (Problem Identification) Yes / No
🚦 Desirability: (Problem / Solution Fit) Yes / No
🚧 Feasibility: (Technically Doable) Yes / No
💸 Viability: (Financially Doable) Yes / No
📈 Scalability: LTV ≥ 3*CAC Yes / No
Startup Name & Business Model Canvas
Startup KPIs Assumptions (How you measured this
KPI)
🙎‍♀️ Empathy: (Problem Identification) Empathized with xx number of potential
Customers ??
🚦 Desirability: (Problem / Solution Fit) Asked xx number of potential Customers about
Willingness to buy ??
🚧 Feasibility: (Technically Doable) Do you have the Resources, People (Activities), &
Partners to execute your Business ??
💸 Viability: (Financially Doable) What’s your one year Financial Projections
(Revenue & Profit) Breakeven?
📈 Scalability: LTV ≥ 3*CAC Is your Cost of Customer Acquisition to Life Time
Value Ratio greater than 3 ??

Back to main
Brand
Canvas
Section-4
Brand Canvas

Definition And Purpose Of A Brand

List of Personality Traits
Adventurous Classy Disciplined Futuristic Kind Obstinate Rebellious Sociable
Affectionate Clean Discreet Generous Knowledgeable Old-fashioned Refined Solemn
Agile Clever Disruptive Gentile Laid-back Optimistic Reliable Sophisticated
Agreeable Coherent Dramatic Grumpy Liberal Outgoing Religious Soulful
Alert Compassionate Eager Handsome Lively Outspoken Reserved Stable
Altruistic Competent Easy-going Happy Local Passionate Resolute Strong
Ambitious Competitive Eccentric Hard-working Logical Paternal Resourceful Studious
Analytical Confident Efficient Helpful Loud Patient Respectful Subtle
Argumentative Conservative Emotional Hip Loyal Patriotic Responsible Systematic
Artistic Consistent Empathetic Humble Masculine Peaceful Restless Tactful
Assertive Controlling Energetic Idealistic Maternal Pensive Rowdy Talented
Astute Cooperative Enterprising Impetuous Mature Picky Safe Thoughtful
Balanced Courageous Enthusiastic Impulsive Methodical Playful Sarcastic Tidy
Brave Crafty Exuberant Incisive Meticulous Polite Sassy Traditional
Calm Crazy Fashionable Independent Mischievous Popular Scientific Trustworthy
Candid Creative Fearless Indiscreet Modern Practical Sensitive Unassuming
Capable Critical Feminine Ingenious Modest Precise Serene Unconventional
Careless Curious Fervent Innocent Motivated Proactive Serious Urban
Caring Deep Fiery Innovative Mysterious Proficient Sexy Versatile
Cautious Defiant Flashy Insightful Natural Profound Sharp Warm-hearted
Charismatic Delicate Flirtatious Inspiring Naughty Proud Silly Watchful
Charming Determined Formal Intellectual Neat Provincial Sincere Wealthy
Chatty Devoted Frank Interesting Nostalgic Prudent Sloppy Wise
Chic Diligent Friendly Joyful Nosy Punctual Smart Witty
Child-like Diplomatic Funny Keen Nurturing Reassuring Snobby Young

Full Name
A quote that captures the essence of
this personas personality
Location: City, state
Age: 1-100
Work: Job title
Family: Married, kids, etc.
Customer Segment: Type
Bio
The bio should be a short paragraph to describe the user journey. It should include some of their history
leading up to a current use case. It may be helpful to incorporate information listed across the template
and add pertinent details that may have been left out. Highlight factors of the user's personal and of
professional life that make this user an ideal customer of your product.
Aspirations
• The goals this user hopes to achieve.
• A life goal to be reached.
• Or an experience to be felt.
Job(s) to be done
• Their to do list
Pains and Gains
• The primary pains he/she feels when getting the job done today
• The gains they've already identified as desirable to make getting the job done easier
Brands
A collection or list of the user's favorite
brands.
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
What and How They Buy
• The main ways they solve the problem today
• The primary channel and method they use to buy the solution
Motivations
Incentive
Fear
Achievement
Growth
Channels
Traditional Ads
Online & Social Media
Referral
Direct Marketing & PR
Customer Persona Template

Brand Color Personality Matrix
Message each color conveys
Your brand’s personality traits
Trait 1 Trait 2 Trait 3 Trait 4 Trait 5 Trait 6
RED
EXCITING FIERY BOLD LOVE
AGGRESSIVE ACTIVE DESIRE
ORANGE
CREATIVE DELICIOUS ENTHUSIASM
EXCITING SUCCESS COURAGE
YELLOW
ENERGY FRESH HAPPY
OPTIMISTIC CONFIDENT FUN
GREEN
PEACEFUL HEALTHY CALM
NATURAL FRIENDLY LIFE WEALTH
BLUE
TRUSTWORTHY DEPENDABLE
STRONG YOUNG FAITH POWER
PURPLE
CREATIVE REGAL FLAMBOYANT
SMART MYSTERY SPIRITUAL
BLACK
BALANCED CALM LUXURIOUS
SENSIBLE CLASSY FORMAL
BROWN
NATURAL RUGGED DEPENDABLE
EARTHY CASUAL GENUINE

Brand Name Worksheet
Step 1: Step 2: Step 3: Step 4: Step 5:
List names of your competitors
Word or words that
encompass the most
important thing your
product is here to
change?
(verbs, nouns, adjectives
or combinations)
Word or word
combinations that could
best convey what your
product does?
Of those, which is the
most original or
recognizable?
Your Brand Name
Of those, which can be
trademarked?
Your Brand Name

• https://businessnamegenerator.com/
Startup Name
• https://www.freelogodesign.org/
• https://www.brandcrowd.com/maker/tag/startup
Startup Logo
• Build Social Media Profiles
• Content Strategy & SM Calendar
• Engage with your future Customers
• Go Live!
• https://buffer.com/
Social Media Pages
Startup Name, Logo & SM Pages

• Your Startup Name ??
Startup Name
• Your Startup Logo ??
Startup Logo
• Your Startup Social Media Pages ??
• Facebook
• Twitter
• LinkedIn
• Instagram
Social Media Pages
Submit Your Startup Name, Logo & SM Pages

Brand Positioning Statement
Your
Brand
POSITIONING MAP
High Cost
PoorQuality
HighQuality
Low Cost
BACKGROUND
Positioning Statements Answer these three questions:
1. Which space are you trying to occupy?
2. What is the main aspiration that you are trying to satisfy?
3. Who else is there competing with you?
POSITIONING STATEMENT
For…(target customer)
Who…(statement of the need or opportunity)
The…(product name) is a (product category)
That…(key benefit, compelling reason to buy)
Unlike…(primary competitive alternative)
Our product…(statement of primary differentiation)
Write your positioning statement here:
Competition
Competition

Brand Promise or Tagline
BACKGROUND
Brand promises summarize in a catchy, memorable, inviting way
what it is that this company does that’s special. It’s a bumper
sticker for your brand.
EXAMPLES
BRAND PROMISE
Write it here

Mission statement
Explains how a company plans to
accomplish its vision
Operational, procedural,
actionable, and realistic
Coincides with the steps and
hierarchy for success.
Vision statement
A vision statement explains why
a company exists
Aspirational, inspirational,
motivational, and future-looking
Vision for a better world.
Vision is the why. Mission is the how.
Tesla
Mission statement: To create the most
compelling car company of the 21st century
by driving the world’s transition to electric
vehicles.
Vision statement: To accelerate the world’s
transition to sustainable energy.
Nike
Mission statement: Create groundbreaking
sports innovations, make our products
sustainably, build a creative and diverse
global team, and make a positive impact in
communities where we live and work.
Vision statement: Bring inspiration and
innovation to every athlete* in the world.
*If you have a body, you are an athlete.
Vision & Mission Statement for your Startup
Your Startup
Mission statement:
Vision statement:

Brand Storyboard - Solarcity
CurrentState
ONCE UPON A TIME…
(Personas)
HE/SHE ALWAYS…
(Main tasks)
BUT ALWAYS HAD A PROBLEM…
(Main issue)
HE/SHE TRIED TO SOLVE IT…
(Competing solutions)
Holly
Pays her Southern California Edison bill every
month costing her around $150/mo
She feels like she can’t get ahead financially
even though her and her husband have a
combined income over $100k
By not running the AC as much during the
summer but that led to discomfort
FutureState
BUT HE/SHE WISHED THAT…
(Potential solutions)
UNTIL ONE DAY…
(Brand exposure)
UNLIKE HIS/HER SOLUTION…
(Brand differentiator)
HIS/HER WISH CAME TRUE: TO…
(Customer’s aspiration)
She could just be comfortable and save money
and help protect the environment.
SolarCity’s direct sales force knocked on her
door
SolarCity’s was both sustainable and less
expensive than Southern California Edison
She was both comfortable in her home, saving
money and helping to protect the environment
and stop global warming

CurrentState
ONCE UPON A TIME…
(Personas)
HE/SHE ALWAYS…
(Main tasks)
BUT ALWAYS HAD A PROBLEM…
(Main issue)
HE/SHE TRIED TO SOLVE IT…
(Competing solutions)
FutureState
BUT HE/SHE WISHED THAT…
(Potential solutions)
UNTIL ONE DAY…
(Brand exposure)
UNLIKE HIS/HER SOLUTION…
(Brand differentiator)
HIS/HER WISH CAME TRUE: TO…
(Customer’s aspiration)
Brand Storyboard

Brand Canvas
Story 📖 Symbols ✅ Strategy ♖
✎
Name
Your business or product’s name 👤
Persona
✍
Typography
The arrangement of type (typeface,
size, line length, spacing, etc.) that
best helps convey your brand’s story
💡
Awareness
The channels, methods and materials
you will use to help your target
customer become aware of your brand
➢
Positioning
Statement
For (target customers)
Who are dissatisfied with (current
alternatives),
Our product is a (new product category)
That provides (key problem solving
capability), Unlike (alternative)
We have assembled (key whole product
features).
A descriptive summary of your target
customer
(expanded version of customer
segment in Innovator’s Canvas)
🎨
ColorPalette
The 2-5 colors that represent your
brand personality and help
communicate your brand story to
your target customers
🏷
Sale
The channels, methods and
materials in which your brand will
present itself at time of sale
✌
Promise
The bumper sticker for your brand
(2-5 words)
🎬
Storyboard
✪
Logo
The primary symbol used to embody
and communicate the brand
🚚
Delivery
How your branding and brand
promise will be incorporated at the
time of delivery
☺
Personality
6 Words that describe your brand
personality, voice and values
The heart and soul of your brand –
the story of how your solution helps
your target customer achieve their
deepest held aspirations.
📷
Imagery
Example images and guidelines used
to ensure the images used in
conjunction with your brand are
consistent with the brand story
💬
UseorPost-Delivery
The ways in which your customers
will interact with and share your
brand with others

✎
Name
SolarCity 👤
Persona
✍
Typography
💡
Awareness
Digital Ads, Retail partners, Malls,
canvassing
➢
Positioning
Statement
For homeowners with high energy
bills, SolarCity is the leading solar
power provider in the US. Unlike
fossil fuel our power is both
affordable and sustainable.
Holly
Lives in Southern California
Owns their home
HHI: $80-150k
Energy bills over $150/mo
Wants to conserve energy to protect
the environment
Loves Apple products
🎨
ColorPalette
🏷
Sale
Salesperson’s shirt, Brochure,
Agreement
✌
Promise
Power Forever
🎬
Storyboard
✪
Logo
🚚
Delivery
Branded truck, branded technicians
shirt, welcome packet, yard sign
☺
Personality
Clean, Efficient, Happy, Modern,
Practical, Responsible
Holly pays her electric bill every month for
$150/mo. She feels like she can’t get ahead
financially even with her high HHI. She tried saving
money by not running the AC but that just left her
uncomfortable. She wished she could be
comfortable, save money and curb global
warming. That’s when SolarCity Direct knocked on
her door and offered solar for less than she pays
Edison and that helps her stay comfortable and
protect the environment. She signed up and feels
great about her savings, comfort and
environmental contribution.
📷
Imagery
💬
UseorPost-Delivery
Smartphone App, monthly bill,
monthly email, Ambassador program
(referrals)
SolarCity Brand Canvas

Brand Canvas
✎
Name
👤
Persona
✍
Typography
💡
Awareness
➢
Positioning
Statement
🎨
ColorPalette
🏷
Sale
✌
Promise
🎬
Storyboard
✪
Logo
🚚
Delivery
☺
Personality
📷
Imagery
💬
UseorPost-Delivery

Back to main
Financial
Model
Section-5
Financial Model

Back to main
-20,000
-10,000
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
MONTHLY CASH FLOW (Y1 & Y2) - CHECK THAT CASH > 0
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Y1 Y2 Y3 Y4 Y5
5 Year Projections
Expenses Revenues Gross profit
Y1 Y2 Y3 Y4 Y5
Expenses 10,000 10,000 40,000 40,000 40,000
Revenues 10,000 15,000 150,000 150,000 150,000
Gross profit 0 5,000 110,000 110,000 110,000
5 Year Projections
Expenses is the total Fixed + Variable + HR costs
Check if revenues are realistics with your resources and market size.
Gross profit is the margin made with sales. Compare with competition.
5 Year Financial ProjectionsFinancial Model

Congratulations
You just have learnt to Build a Brand

Additional Learning Resources
Leadership & Growth Mindset
Growth Mindset - Book by Carol Dweck (Summary Attached)
Secrets Of Self Made Millionaires by Brian Tracy
Body Language for Success & Book “Presence” by Amy Cuddy
Book “Business Model Canvas”
Lean Startup (Don't Hire - OpEx Cost Structure)
Keep Core Business Functions - Outsource everything else
21 Essential tools for a Lean startup
Tools and Resources for Small Business Startups
Bootstrapping in $100
InnovationModel (Ten Types of Innovation)
Why Every Startup Should Bootstrap | E-Commerce as Service
Accounting & Finance
AccountingCoach.com | Simplistic 5-Year Financial Projections are:
(Revenues, Operating Costs, EBIDTA, Taxes, Net Income / Profit)
Sales / Marketing / Growth Hacking
14 Must Have Sales Tools For Startups | Free CRM: Bitrix24.com
66 Growth Hacking Tools You Need to Test!
The Essential List of Startup Marketing Resources
TheInnovator’s Canvas - The Brand Canvas
Design Thinking & HCD
Human-Centered Design Toolkit
Pakistan / World Data Resources
Technology-enabled Blitzscaling (How to Grow Very Fast)
Reed Hoffman's Stanford Course on Technology-enabled Blitzscaling
Mark Turrell's The Science of Spread (Emergence-Network-Wave)
100K Downloads in One Month
Social Business Plan & Investment Toolkit
Ready for Social Investment?
Toolkit for Developing a Social Purpose Business Plan
Investment Pitch & Fund-Raising
Tech Startup Valuation | 10-Slide Guy Kawasaki Investment Pitch
Investment Term-Sheet, Convertible Notes, Investor Toolkit
Crowd-Investment Platforms - CrowdCube, Eureeca, GoFundMe
MENA based Investors / VCs like Wamda, BECO
Y Combinator Resources | Y Combinator Startup School

CGI Social Media Pages
❑ linkedin.com/company/ConsultCGI
❑ facebook.com/ConsultCGI
❑ twitter.com/ConsultCGI
❑ medium.com/center-for-global-
innovators-cgi
Jattala Social Media Pages
❑ slideshare.net/ImranJattala
❑ linkedin.com/in/Jattala
❑ twitter.com/ImJattala
❑ medium.com/@Jattala
Reach out to us on Social Media
Center for Global Innovators (CGI) | Design of IDEO, Innovation of Strategyzer & Strategy of McKinsey

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