This document provides a market analysis update and communications plan for a Future Leaders Project on diversification. It analyzes 242 startups in Greece, focusing on the 10 most successful ones. It finds that sustainability startups grew until 2014. The document identifies key success factors of incubators like free workspace and expertise networks. It then outlines a communications plan to promote Aephoria, a sustainability incubator, targeting ages 18-40. The plan includes indirect methods like articles and banners as well as direct methods like interviews and startup event representation.

1. Future Leaders Project
Market Analysis Update &
Communications Plan
Diversification

2. Market Analysis Update
• Select Data (startups)
• Define and analyze sample
▫ 242 startups in Greece (Total)
▫ 10 successful startups
• Segmentation, trends and growth rates
▫ Sustainability startups up to 2014
• Domestic and global leading incubators
▫ Selection based on successful startups
▫ Determine key success factors
▫ Identifying best practices
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3. Data Sources
• Endeavor Market Analysis (2008-2012)
• startupgreece.com
• angels.co/greece
• startupgreece.gov.gr
• emea.gr
• greekstartups.com
• draganidis.com (funding)
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4. Startups in Greece (2010-2014)
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5. Startup growth per sector in Greece
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6. Successful startups analysis
• Key partnerships
• Differentiation strategy
• Broad range of options
• Branding
• Internalization
• Advertising and communication
• Innovation
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7. Sustainability Startups (2010-2014)
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8. Sustainability startups growth
8/19

9. Sustainability startups per sector
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10. Startup Funding per sector
• Total Funding: 37.120.000€
• Startups funded = 26/242 = 10.74%
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11. Key Success factors – Best practices
• Equity, free working space
• Strong sponsorships
• Expertise network
• International speakers
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12. 12
Effective communication steps
Define target
audience
Set goals
Design
communications
Select
channels
Define
budget
Decide
communications
Mix
Assess
feedback
Manage
communications
plan

13. Identifying key customers
• Age 18-40
• Employed (proof of concept)
• Unemployed
• Graduates (short term)
• Pupils (long term)
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14. Aephoria SWOT Analysis
STRENGHTS
• Sustainability Incubator
• Responsible management and
business ethics
• Location and infrastructure
• Founding members
WEAKNESSES
• Competition
• Lack of staff
• No big capital support
OPPORTUNITIES
• EU Sustainable Development Policy
• Turn to startup businesses (crisis)
• Start up trend
• Expertise
THREATS
• No incubators association in Greece
• Talent immigration
• Political instability
• Lack of cooperation with academia
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15. Message to Communicate
• “We care about your success” (6%)
• Integrated solutions (sustainability)
• We support Circular economy ideas
“Your Success is our Green Priority”
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16. Communication (Indirect)
• Newspapers and magazines
▫ Kathimerini, Eleftherotypia
▫ Bhmagazino, Real Money, Planet
▫ Free Press
• Internet
▫ Banners (avgeros.gr, agrotypos.gr, startup.gr, emea.gr)
▫ Green and startup blogs
▫ Facebook
▫ Site update (tips and advice, testimonials, SEO)
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17. Communication (Indirect)
• Logo (workplace)
• Olive tree (workplace)
• Posters
• T-shirts (Free Day ride)
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18. Communication (Direct)
• Interviews
▫ Skai (Eco News)
▫ Student Radios
• Students’ Internships
▫ Agricultural University
▫ PR University (Kefalonia)
▫ Aegean University
• Representation in start up events
▫ Sustainability Awareness Week
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19. Communication (Direct)
• Approaching Young Initiatives
▫ Entrepreneurship Groups (Start Acting, Think.Biz,
MKE)
▫ Environmental Groups (IHU)
• Exhibitions In-House
▫ Art & Culture
▫ Start up stories
• Associations
▫ Global Associations (networking)
▫ Agricultural Associations
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20. Thank you!!
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