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12 good and bad ideas
in entrepreneurship

olivier@oezratty.net, http://www.oezratty.net, @olivez
HEC Startup Day, November 8th 2013
1

starting alone
social
background
language,
country

curiculum

diversity
experience
and skills

age

gender
2

outsource strategic roles
3

business model
before value model
situation

problems

customers

legacy

solution

segmentation

problem value

labs

solution

x

problem volume

price
constraints

cost constraints

go to
market

technology

product

business plan

price

selling model
4

selling the product
and not the value
marketing pitch

sales pitch
product benefit
taylored for the
customer

1

what the
product does

2

3

difference
between the
product and
the situation

difference
between the
product and
the situation
for the given
customer
segment

perceived added value

vertical customization
of the product benefits

4
difference
between
customer
pain points
and product
solution

customer legacy pain
points & related costs

pain points of specific
customer segments

let the customer
talk about his/her
pain points
4
bis

forgetting the product
5

lack of strong
differentiation
selling users data
social-local-mobile
bitcoin
3D printing
augmented reality
6

becoming a service vendor
service

tooled service

product

customer request?
segmentation?
long/short term revenue?
investment?
scale?
services

consulting
training

specific code

settings

product

API
settings tools

product
self
7

forgetting
the strenghts of platforms
platform
company

product

feature

software tools
outlook, adobe premiere & photoshop plugins
too many startups here
35,0%

30,0%

internet

25,0%

software

platforms

Internet

20,0%

semico
Software
IT Services

15,0%

Telecommunications services
IT services
Media

Semiconductors
telecoms

10,0%

commodities

Technology Hardware & Equipment

media
hardware

5,0%
0,0%

2005

2006

2007

2008

2009

2010

-5,0%
Source: Forbes 2000 compilation, public companies
8

not wanting investors
9

underestimating the cost
of marketing and sales
sales cycles metrics
press, blogs
ads, SEO
events

awareness
%

video
web site
demos

consideration
%

test
freemium

evaluation
%

usage
subscription
good user experience
usage
support and roadmap

selection

%
satisfaction
%

social networks opinions
press quotes

referal
%

subscriptions
up-sell, cross-sell

loyalty
marketing and cardinal sins
10

Europe first, then USA
11

pivoting will save us
12

following the rules
vier Niel, Free
Marc Simoncini, Meeting, Jaina

Jacques–Antoine Granjon, Vente-privee
Henri Seydoux, Parrot
Ariel Garten, Interaxon
Anina, 360Fashion
start as a team
insource strategic roles
solve value and volume problems
sell the value with the product
create a strong differentiation
build a scalable solution
create a platform
seek investors to faster growth
carefully plan marketing and sales
the USA drives the ww market

work hard on the idea and test it
break the rules cleverly
olivier@oezratty.net, http://www.oezratty.net
freelance digital media strategy expert helping startups and large organizations shape their product,
ecosystem and business strategies.
involved in many startup and innovation communities: coaching and doing startups due diligences for
investors, working with corporations in the telecom and media industry sectors and teaching as guest
university speaker.
shares his in-depth industry analysis and creative common licenced reports on his blog "Opinions
Libres" (free opinions, http://www.oezratty.net) including a Digital Economy Entrepreneurship Guide
(17h edition) and a thorough 270 pages report on the Consumer Electronics Show published every year
since 2006.
also a seasoned photographer and author of the photo project “Some Digital Women !” on
http://www.qfdn.net.
beforehand, was a software development engineer and R&D lead at Sogitec, a wholly owned subsidiary
of Dassault Aviation, and had various marketing and business positions at Microsoft France from 1990
to 2005, including Chief Marketing Officer.

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12 good and bad ideas in Entrepreneurship by Oliviere Ezratty