This document summarizes an entrepreneurship boot camp session focused on the steps needed to start a startup. It provides an overview of incorporating as either a C-Corp, S-Corp, or LLC and discusses how to distribute equity among founders and set up an option pool. A marketing case study on search engine optimization and Google AdWords is presented. Students are assigned homework to finish slides on industry/marketplace analysis and a sales/marketing strategy for their business plans.

1. ENTREPRENEURSHIP BOOT-CAMP
INSTRUCTOR: VISHAL KIRTI
DATE: MAR. 13,2016
SESSION 4

2. TIMELINE
• Feb. 21: What is Creativity? What is my Passion?
• Feb. 28: Behavior Traits of a Successful Entrepreneur (Mayor of Livermore- John Marchand, Saratoga
Councilmember- Rishi Kumar)
• Mar. 6: Turning your passion into a business opportunity
• Mar. 13: Steps needed for your startup…1,2,3. GO
• Mar. 20: Financials of the business opportunity
• Mar. 27: Presentation skills, successful pitches, what ideas got funded
• Apr. 3: No class. Spring Break
• Apr. 10: Filing your patent, patent gotchas, success and failures
• Apr. 17: Pitch your business plan to VCs (12 spots will be available)
• A certificate and award for top 3 groups
• Implementation begins. Mentoring offered in the following weekly sessions

3. STEPS NEEDED FOR YOUR STARTUP

4. ENTREPRENEUR IN FOCUS- CAMERON JOHNSON
• http://www.cameronjohnson.com/
• Now 30, started at 9
• Internet start-ups
• “I was 15 years old and receiving checks between
$300,000 and $400,000 per month”
• Bootstrapping
• Earnings from one business as capital for another
• Frugal
• Mentors
• Shares his ideas with a lot of people
• Internet-Level Playing Field

5. STEPS

6. INCORPORATING
• Limit Liability
• Talk to a lawyer or DIY at LegalZoom.com if small
• C-Corp
• Not many limitations
• Best for companies which want to go public
• Taxed at both corporate & share-
holder levels
• S-Corp
• Only 100 shareholders
• No Non-US citizens
• Pass-through tax
• Only shareholders taxes
• LLC
• Can be Sole Proprietorship
• Or Partnership
• Pass-through taxation

7. EQUITY
• Distribute 80% among founders
• Reserve 20% for option pool
• Option Pool is for future members
• To attract talent

8. MARKETING- CASE STUDY
• Search Engine Optimization
• Website tailored to have your business come out ahead
• Google AdWords- Paid Advertising
• Eg. Search
• “After School Livermore” OR
• “Licensed After School Livermore”
• “After School” if you are in area
• Or any such combinations
• Both methods give out www.DamaraKids.com
• Both Google AdWords campaign and SEO running

9. CLASS EXERCISE & H/W
• Try the Marketing Case Study at Home
• Finish The Following Two Slides from the Business Plan

10. HW: INDUSTRY AND MARKETPLACE ANALYSIS
• Industry Analysis
• Marketplace Analysis
• Customer Analysis
• Competitor Analysis

11. HW: SALES & MARKETING STRATEGY
• How and where will you sell?
• How and where will you advertise?
• Promotion Plans
• Cost of marketing