• B.S Electronics and Communication Engineering
• Master in ICT entrepreneurship ,
• SSES Alumni
• PhD Candidate at Industrial Economics and
Management Division at KTH
• Previously Software Developer
• Now business developer for Virtway.com and
What is Entepreneurship?
The process of coordinating resources to
exploit or take advantage of opportunities
that exists in the market or are created by
innovation in an attempt to create value.
Entrepreneurship is about
• Creating value
• Finding Opportunity window
• In Current or new markets
• Providing solution
What Entepreneur Do?
• Feels / Finds a Pain/ Opportunity window
• Creates a Solution
Can you tell me something that you own or use
but do not need?
• Brain is very powerful
• If trained correctly brain can see opportunities
• You can gain entepreneurial perspective in the
What Entepreneurs do- in detail
• 1-Feels / Finds a Pain/ Opportunity window
• 2-Propose a Hypothesis/ a Value
– An unproven proposition
– A possible solution to a problem
• 3-Test it
• 4-iterate to 1 until it proves to meet customer
• 5-Provide Solution and scale it
Where Entepreneur Jumps in?
Find a Customer-I
• Who is your customer?
Grave, School, hospital, apotek, free
• Can everyone be your customer?
• "people who want to buy a flat,"
• "anyone needs job"
• “Everyone who goes to university”
Find a Customer-II
• Find a customer for solving a pain
• Use the Customer Profile
• Describe who is making purchasing decision?
IT ? Operations Group? Management?
• Make sure they are happy
• Market is important but
-do not only think market
• Billion dollar market does not start in few
• a bundle that meets that meets a customer's
needs or solve his/her problem.
• benefits can be tangible and intangible
• Reason why customers pick one business or
• can be
– innovative, new disruptive offer
– similar to existing offers but just added feature or
attribute in some sort of way
Q’s to answer – Value Proposition
• What pain do we solve for customer?
• What do we deliver for customer?
• What value do we develop for customer
• Which need of customer do we satisfy?
Some Elements that may add to value
• getting job done
• status/ brand
• risk deduction
Q’s for Customer
IDENTIFIABLE – what distinguishes them?
MEASURABLE – how many belong to your
REACHABLE – how to reach, communicate
with each segment
WILLING– do they want it?
ABLE– they want but can they afford it?
Q’s for Customer - Macro Level
• Population size
• Population character
• Disposable income levels
• Educational background
• Primary languages
• Political affiliation
• And so on…
Simple Business Model
• Minimum set of features that is enough to
satisfy some set of customers (usually early
Slice- which part of it/ how to rotate it?
• Changing important part of business model
• - can be simple: chancing pricing
• -can be complex: target customer, user needs
change, feature set changes, new distribution
Keep In Mind -Paradox
• Customer is important but you can not give all
• Learn to stay No,
• Learn to focus
• Learn to ”change and adopt”
• They may not know what they want: buying
process is mysterious
In 2003, Karin Stenmar needed promotional tees
for the jazz club where she worked – just 100
simple organic cotton t-shirts,
Her Problem: T-thirst were very cheap
Uhh! Is it A problem?
• Start to ask herself:
• who is producing,
• what is used to produce,
• how is production environment
• Teamed with Annika Axelsson
• Hypothesis : can we produce and sell clothes
without harming the environment and human
What did they mean?
• Organic product ,
• reasonable working hours,
• not minimum but wages to live on,
• the opportunity to co-determination
• the right to organize
actual raw material, organic and fair
trade cotton processed in a sustainable
manner through the whole chain from
seed to finished product
Don't Eat Macaroni
• Started production unit based in Kadawatha,
• Factory's first employee, Mrs. Rukmani, now
has its own factory with decent conditions
• Notice: I did not talk anything about tech
• It is all about finding and satisfying customer
While creating sustainable business model
Work in Groups- Q1
In groups of three, name at least three products
/ services and explain:
• What was the problem?
• Who is/was their initial target customer?
• What is their value proposition?
• How did they solve the problem?
Work in Groups- Q2
• In groups of three, identify three problems
facing students at YTU.
• Come up with suggestions on how to solve it
• You have 45 minutes to prepare for a
• Include your team name, team members,
problems and suggestions on how to solve!