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Seeking Differentiation


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This presentation was given to a class of International Management students at the HES-SO of Sierre, Switzerland.

Published in: Internet, Business, Technology
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Seeking Differentiation

  1. 1. HES-SO Valais/Wallis Institut Entrepreneurship Management Sierre, Switzerland Download presentation on Luca Salzano Co-founder and CMO @Novertur /lucasalzano @Luca_LS87 /luca_salzano A Born-Global Start-up Case: NOVERTUR PROSPECT / INTERACT / TRADE “Seeking Differentiation”
  2. 2. 2 Loveis all about finding the right partner. Businessis just the same.
  3. 3. What is Novertur 3
  4. 4. Novertur: Overview 4 Some users: 3’500user-companies 5full-time employees 21trade organizations 17’000follow relationships
  5. 5. Novertur: Technology 5 Advanced matchmaking algorithm (big data analysis, semantic, clustering technics) Financing Development Partner/support Patenting process initiated in EU
  6. 6. Novertur: Team 6 +2 developers Benoit Perroud Board member (CTO) Florent Schlaeppi CEO – Co-founder Marius Aeberli Creative Director – Co-founder Jacques Billy Board member (CFO) Luca Salzano CMO – Co-founder Alpaslan Korkmaz Advisor - International business
  7. 7. Novertur: A Born-Global Start-up (1) 7 Source: Oviatt & McDougall, 2005
  8. 8. Novertur: A Born-Global Start-up (2) 8 co-founders marketing support software development telemarketing data-entry management
  9. 9. Internationalizing Novertur from Inception (1) 9 Why Born-Global? • A global concept • A need for resources we couldn’t have at home • A will to identify promising growth market • A global mindset
  10. 10. Internationalizing Novertur from Inception (2) 10 Do we have all the skills to develop our product? NO! Seed to hire the team Co-founders savings and shares to hire the team The Portuguese Miracle! Go international to find better prices with same quality skills
  11. 11. Internationalizing Novertur from Inception (3) 11 Developing a user-base abroad: Business development
  12. 12. Internationalizing Novertur from Inception (4) 12 Developing a user-base abroad: Business development In some cultures, saying “yes” doesn’t necessarily mean “yes” “Founders must turn into salesmen”
  13. 13. Internationalizing Novertur from Inception (5) 13 Developing a user-base abroad: Trade shows “Founders must turn into [international] salesmen” “A marketers generational battle”
  14. 14. Internationalizing Novertur from Inception (6) 14 Developing a user-base abroad: Online marketing • Lower costs • Measurable ROI • Manageable expenses • Perpetual presence • Smaller cultural gap • Directly related to our product Advantages of international online marketing “Using internet to export”
  15. 15. Internationalizing Novertur from Inception (7) 15 The Born-Global Novertur An international value chain A product designed for international A simultaneous market launch on several initial markets: A rapid marketing effort into the global market:
  16. 16. Competition 16 “Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.” – Michael Porter
  17. 17. Competition 17 0 1 2 3 4 5 6 Intensity of competitive rivalry Threat of new entrants - Internet Players Threat of new entrants - Consulting Org Bragaining power of suppliers Bargaining power of customers Threat of online substitute products Threat of offline substitute products
  18. 18. Seeking Competitive Advantage (1) 18 Positioning Business network SMEs Internationalization Online Quicker Affordable Relevant (Matchmaker) The business matching network for SMEs’ internationalization Pledge: “Find complementary trade partners abroad”
  19. 19. Business Matchmaking Softwares (events) Social networking services B2B Marketplaces Business directories Digital solutions Seeking Competitive Advantage (2) 19 Findrelevantinternationalbusinesspartners (matchmaking) Build your trusted business network (networking) - + - + Which competitors?
  20. 20. Seeking Competitive Advantage (2) 20 Business Matchmaking Softwares (events) Findrelevantinternationalbusinesspartners (matchmaking) - + - + Build your trusted business network (networking) Trade shows Market-Entry Service Providers (incl. TPA) Chambers of Commerce Traditional solutionsWhich competitors?
  21. 21. Context: • Small structure moving quickly • Clear focus on internationalization of SMEs niche Seeking Competitive Advantage (3) 21 Doing things better: A combination of skills Digital Marketing Internet Technology International Trade Tailored-product Small operational costs (burn-rate)
  22. 22. Seeking Competitive Advantage (4) 22 Doing things better: Technology partnership NOVERTUR • Acquire UNIQUE technology skills (technology transfer) • Develop the most advanced UNIQUE B2B Matchmaking Technology
  23. 23. Seeking Competitive Advantage (5) 23 Facing potential new entrants: Intellectual property NOVERTUR B2B Matchmaking Technology
  24. 24. Seeking Competitive Advantage (6) 24 Facing potential new entrants: Developing partnerships
  25. 25. A Sustainable Competitive Advantage? No Patent can secure an Internet Start-up! You’d better focus on your customers and adapt, given the resources that you have. 25 “The only sustainable competitive advantage is an organization's ability to learn faster than the competition.” - Peter M. Senge
  26. 26. 26 Q&A SESSION
  27. 27. 27 @Novertur Let’s keep in touch! /Novertur +Novertur /Novertur Follow us! @Luca_LS87 /lucasalzano +LucaSalzano Novertur - Blog – /Novertur /luca_salzano