This document contains information about Anna De Stefano and her work helping startups. It discusses her background creating a successful legal publishing company and mentoring over 30 startups. It provides tips for startups including focusing on defining problems precisely, listening, adapting, and ensuring their solution is better than competitors. It also outlines the main business models of B2C, B2B, and their variations.

1. July 2023
Anna De Stefano
#PutPurposeInEverythingYouDo
www.annadestefano.me
annadeste@gmail.com

8. This is true for
product service
B2B B2C B2B2C

9. Something about me
Passionate traveller.
EIA Turin 2019 Business Mentor
I have created and directed as Managing Director a
successful company in the legal publishing industry.
I help startup boost their superpowers while organising
the company, expecially team, business strategy,
communication, pitch, and legal framework. In some of
them I invest also.
I have mentored and advised more than 30 startups,
and interviewd more than 300.
With my project Creative Comma we want to
widespread a more inclusive and plain legal lenguage,
to foster the access to justice.
#PutPurposeInEverythingYouDo
#BuildValueWithValues

10. Fall in love
with the
PROBLEM
Define it precisely
Go in depth
Search for a very
big market (possibly)

11. LISTEN
ADAPT
Anna De Stefano
La fotosintesi clorofilliana

12. COMPETITORS

16. IKIGAI
You are VERY
good at
And you solve
better than
competitors

17. Anna De Stefano
La fotosintesi clorofilliana

18. Two main general
categories
And few variations of them
01
• Usually, medium/high price
• Usually it needs some
personalization
• It is evalued by specialists
• Often the buying decision maker
is not the same as the user
• Trust and reputation are key, and
often there are sales agents that
presenti you the product
B2C 02 B2B 03 Variations
B2B2C
B2C2B
B2B2PA
• generally, low price, big market
• Quite standard product
• Need big marketing campaigns,
nowdays mainly online
• It can be a one-shot sale, not
recurrent
• The emotianl side of the purchase
is more evident
• The purchase decision can be
rapid and the buyer usually is also
the user

19. Two main general
categories
And few variations of them
01 B2C 02 B2B 03 Variations
VALIDATION

20. Two main general
categories
And few variations of them
01
• Usually, medium/high price
• Usually it needs some
personalization
• It is evalued by specialists
• Often the buying decision maker
is not the same as the user
• Trust and reputation are key, and
often there are sales agents that
presenti you the product
B2C 02 B2B 03 Variations
B2B2C
B2C2B
B2B2PA
• generally, low price, big market
• Quite standard product
• Need big marketing campaigns,
nowdays mainly online
• It can be a one-shot sale, not
recurrent
• The emotianl side of the purchase
is more evident
• The purchase decision can be
rapid and the buyer usually is also
the user

23. DIVERGE:
Analyse all possible
market segments
*market researches
*google searches
• Reports
• ….. • first evidences
• quick wins
• Team discussion
• …...
CONVERGE:
Identify your marketing
personas

24. Anna De Stefano
La fotosintesi clorofilliana

25. What is
important is
the content
Define who your
customers are and
what is relevant for
them
01
02
03
04
Social aspects
Habits & Lifestyle
Needs
Pain points
05 How they get informed
05 How they make the buying
decision
……….

33. Premium
price
Trust
Loyalty
Advocacy

34. Be MEANINGFUL
When in doubt….

38. Enjoy these DAYS

39. Learn to Fly
Run and tell all of the angels
This could take all night
Think I need a devil to help me get
things right
Hook me up a new revolution
Cause this one is a lie
We sat around laughin' and watched
the last one die
Now, I'm lookin' to the sky to save me
Lookin' for a sign of life
Lookin' for somethin' to help me burn
out bright
And I'm lookin' for a complication
Lookin' cause I'm tired of lyin'
Make my way back home when I
learn to fly high
Learn to fly
By Rock in 1000

40. Thank you!