This document provides advice from Elena Grebennikova on how to avoid startup failures. It includes tips on developing marketing strategy, managing different sales channels, setting SMART goals for teams, and conducting SWOT and target market analyses. Examples of successful startups like CROCS and BS by Timati are discussed, highlighting how they created new niches and loyal customer bases through innovative products and brand missions. The key advice is to carefully consider your product, target market, costs, budget, team, and to never give up while also staying pragmatic.
Going From Idea to Operations - A Simple Framework for Building a Business
WorkshopMassChallenge
1. Start-up & failures :
why your startup can be
NOT successful ?
workshop
MassChallenge 2016
2. Elena Grebennikova
Turning ideas into consumer brands.
Bringing brands to the customers.
⇨ 20 years of working experience, 10+ years in Management
(P&L responsibility, front and back office)
⇨ Developed Marketing Strategy for the company and product
(customer/price/territories targeting/promo)
⇨ Managed wholesale, franchising, web-shop, retail as
Sales and Distribution Channels
⇨ Implemented International Standards for business
in HQ, as well as USA, Europe, Kuwait, Russia
⇨ Opened more than 100 Retail Stores (Russia and SIC),
including concept stores in start-ups
⇨ Lead teams from 10 to 450 people,
depending on the stage and scope of retail projects
3.
4. Most of you will die...
Bad news:
from 70% to 90% of
startups fail
● source - Google
Good news:
average temperature
in hospital +36,6
● never trust statistic
5. What do you think - WHAT can be wrong?
Your personal circle:
● list of paper, a pen, imagination
● pls, drow circle
● write 4 big points and 3 small
● find your own issues
● 3 minutes
Other typical issues:
● spending too much / not enough of
money
● no polices / bureaucracy
● wrong mentors / advisers / investors
● international politic / logistic / currency
● inventions / discoveries / competitors
● lack of management skills
9. Pls, set SMART-goals for your team
on your list:
● list of paper, a pen, imagination
● pls, choose one department
● create SMART goal for team of
department
example of SMART goal:
● to sell
● 1 000 000 pieces
● by sales department
● +/- 10% or exactly
● next month
1. Product development.
2. Manufacturing.
3. Technical support.
4. IT.
5. Sales.
6. Marketing.
7. Accounting.
8. Finance.
9. Logistic.
10. HR.
11. ...
12. …
13. ...
11. Small test for your CEO :-)
This picture -
what about it?
● language doesn't matter
● graphic is not unique
Real story:
Success is always good luck.
Mistake is a part of system.
Pls, love your analytic reports!
12. Real Story 2 : life cycle of product can be very short
13. Marketing : cost price - cold shower for your dreams
Your
price :
………………...?
14. Marketing : target group - 3D model
Your target
group:
● age
● sex
● status
● income
● behavior
● …
● …
● ...
16. Story of success 1 : CROCS - create your niche !
Product -
plastic shoes:
● new style
● new niche
● new local niche
● new experience
Loyalty:
● talking 3 months
● each client brings + 6 new customers
● for only 1 year in Russia +10 stores, +20
franchise stores, start of quick retail
development
17. Story 2 : BS by Timati - new money from old clients
Product -
name of pop-star:
● design, manufacturing
● brand mission
● social media
● music community
Loyalty:
● very high average purchase
● +30 franchising stores for 1 year, +1
concept store, internet shop,
manufacturing in 4 countries, financial
independence
18. How to avoid failures? personal advice
Keep in mind:
● who you are
● what is your product
● your Target Group
● your cost price
● your budget and cashflow
● your team
● never give up! …but be alive