The document discusses plans for developing Amsterdam's startup ecosystem. It identifies key problems such as the lack of scale-ups and attracting international investment. Objectives are outlined to improve Amsterdam's position, attract more funding, stimulate collaboration, ensure pride in the ecosystem, and increase the number of international start-ups and rapidly growing companies. Ambition statements are brainstormed, with the goal of making Amsterdam a top 3 tech hub in Europe. Five pillars are identified as the foundation: talent, customers, events, capital, and ecosystem. Initiatives are discussed such as networking programs, an events calendar, and capital week. The working approach emphasizes a startup mindset of experimenting and validating initiatives as businesses.

1. & choices
Formulating Scenario’s
WORKSHOP 1

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THE FOUNDATION
Agenda
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Key questions to discuss: sectors vs technologies, cities vs country-wide, IT vs
Tech, investments vs bootstrapping..
Strategy directions
Brainstorming ideas
1 The Amsterdam case
2 Defining overall ecosystem objectives & performance indicators
3 Brainstorming ambition statements & formulating BHAG(s) (Big Hairy
Audacious Goal)
7 Collaborations

3. THE FOUNDATIONMapping the ecosystem

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THE FOUNDATION
Amsterdam key problem
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Improve the position of Amsterdam start-ups within international tech clusters.
Attract more international investment to Amsterdam and encourage Dutch financial
institutions (e.g. those located at the Zuidas) to support start-ups and scale-ups.
Stimulate collaboration and the exchange of high-level expertise between the public
and private sectors in order to support unique start-ups and entrepreneurship.
Further effective collaboration within the start-up ecosystem,
characterised by a clear focus, coherence and transparency.
Ensure that the start-up ecosystem engenders and exudes pride.
1
Increase the number of international early-stage start-ups
that opt for Amsterdam accelerators and incubators.
2
Increase the number of rapidly growing mid- and later-stage international start-ups that
use Amsterdam as a hub for European growth and to establish their European headquarters.
3
Make it easier for Amsterdam start-ups to attract personnel with relevant expertise,
allowing them to realise accelerated growth.
We lack(ed) scale-ups!
“what is the next TomTom or booking.com"?

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Ambition statements
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Make Amsterdam a Tech Brand
Amsterdam is the fastest growing tech hub in Europe
Amsterdam is top 5 globally, together with SF, London, Berlin, Boston, NYC
Amsterdam is the showcase in being a top 3 tech hub that is inclusive and divers
Everyone in Tech from Amsterdam, is proud they are from Amsterdam
1 Amsterdam is the number one city for startups to accelerate
2 Amsterdam is top 1 in Europe
3 Amsterdam is a front runner in defining what’s next
We brainstormed various ambitious statements, resulting in a BHAG
Top 3 Tech Hub in Europe,
together with London & Berlin
Workshop table

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THE FOUNDATION
Amsterdam objectives
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Improve the position of Amsterdam start-ups within international tech clusters.
Attract more international investment to Amsterdam and encourage Dutch financial
institutions (e.g. those located at the Zuidas) to support start-ups and scale-ups.
Stimulate collaboration and the exchange of high-level expertise between the public
and private sectors in order to support unique start-ups and entrepreneurship.
Further effective collaboration within the start-up ecosystem,
characterised by a clear focus, coherence and transparency.
Ensure that the start-up ecosystem engenders and exudes pride.
1
Increase the number of international early-stage start-ups
that opt for Amsterdam accelerators and incubators.
2
Increase the number of rapidly growing mid- and later-stage international start-ups that
use Amsterdam as a hub for European growth and to establish their European headquarters.
3
Make it easier for Amsterdam start-ups to attract personnel with relevant expertise,
allowing them to realise accelerated growth.

7. THE FOUNDATION
Five pillars as the fundament
of our kickstart in 2015
Making an abundance of
tech talent available in
the ecosystem
Providing easy access
to potential launching
customers, corporate
partners and first users
Creating Europe’s
richest startup event
calendar and
mentoring pools.
Making sufficient
growth capital
available for promising
startups
Stimulating the
realisation of
a true startup
ecosystem
TechConnect
CodeUur Amsterdam
CodePower
Growth Hacking Minor
B. Startup School Amsterdam
Corporate Partner Programme
Startup in Residence
LaunchPad Network &
Meetups
Talks@StartupAmsterdam
StartupAmsterdam portal
International Founders
Network
Amsterdam Capital Week
Bootcamps
SCALE
Dutch Student
Investment Fund
Ready2Scale

8. Strategy StartupAmsterdam
1/ Empower our stakeholders
2/ Making effective use of strong cross-overs
3/ Positioning Amsterdam as a testbed

9. Sectors
Scope StartupAmsterdam
>
Sector versus cross-overs

10. STARTUPCITY THE BOOK
Five specific (government) roles

11. Table Topics Best Practices
1 Neutral Broker - Negotiates interactions among various
actors, geographic startup clusters and
sectors, by connecting stokeholders
and building alliances between parties
- corporate sponsorship for events
2 Ecosystem Builder - Helps to initiate or build necessary
products or services when something
is missing. Unleash the communities
potential and use local government’s
gravitational pull to bring something
into existence.
Need for events or schools, capital
week, Growth Tribe
3 Communicator - Specialises in marketing and
communication activities that highlight
the startup ecosystem
startupamsterdam.org
4 Service Provider - Provides government-mandated
services that benefit the public toward
building the ecosystem
Visa services, exchange programs
5 Launching Customers - Act as a lead customer or become a
startup launching customer by offering
startups the opportunity to pilot and
test solutions in a real environment
- Startup in Residence
Roles & examples

12. OUR INITIATIVES
How our initiatives
get to bloom

13. PUBLIC PRIVATE PRIVATE
SCALE
Startup in Resicence
StartupAmsterdam portal
Mentoring network
LaunchPad network
Amsterdam Capital Week
Coding for Amsterdam
BSSA
Opleidingshuis ICT
Operating in both the public
and private domain
PUBLIC / PRIVATE
PUBLIC

14. Working approach
1/ business model driven (not projects!)
2/ startup mindset (experiment, validate, scale)
3/ entrepreneurs involved
4/ co-creation
5/ brand(ing) the program (organisation)

15. Working approach
Initiatives ran as
a startup
Almost informal
Workshop table

16. Working approach - business model canvas
1/ description / approach
2/ effect
3/ partners
4/ investment model
5/ budget
Workshop tables

17. KICKSTARTED INITIATIVES
The initiatives we founded
and kickstarted

18. OUR INITIATIVES
Some initiatives we enabled
and supported
StudiStartupJob The Next Web Conference Ready2Scale
IXA Next WorldSummitAI ScaleUpNation
Dutch Student
Investment Fund

19. Part II
Workshop tables

20. First day results
• Consolidated strategic pillars
• Brainstormed pre-conditions buy-in from all
stakeholders
• Buy-in from public stakeholders
• Initial ideas for actions
• Brainstormed on working structure

21. Second day goal
• Concept business models for ideas
• More ideas for actions
• concept working structure
• Concept narrative & platform TechUkraine

22. Statement:
We need to transfer the ‘What’
in a ‘How’
(from strategy towards action planning)

23. How:
action plan & structure
What:
strategic development
roadmap

24. “Mapping the ecosystem”
International Markets
Trade and Investment Support Institutions (TISIs)
Indirect Supply
By technology
National component International component
Suppliers of enabling services
R&D
Finance
Electricity, telecommunications,
Internet
Software
Corporates
Public authorities and entities
Netherlands
Canada
Legend
Mixed component
Office space
Inputs Production/Services Access to Markets
Law No. 675-VIII on E-Commerce
Law No. 80/94-BP on Protection of
Information in Telecommunication
Systems
Around 38,000 IT graduates per year
Architect Chief Information Officer Designer Developer
Engineer Manager Programmer Statistician/Analytic Technicians
TVET
Top Universities:
Kyiv-Mohyla Academy
Kharkiv National University named after Semyon Kuznets
Kharkiv National University of Radio Electronics
Taras Shevchenko National University of Kyiv
Chernivtsi National University
Sumy State University
Lviv Polytechnic National University
Igor Sikorsky Kyiv Polytechnic Institute
IT Training Centers:
STEP Computer Academy
IT Education Academy (ITEA)
CyberBionic Systematics
Courses at IT-specialized private companies
Higher Education Institutions
Law 852-IV on e-signatureLaw No. 2657-XII on Information
Distribution
Foreign
enterprises
Platforms
Decision of Verkhovna Rada of
31.03.2016 on Recommendations of
the Parliament hearings Reformation
of ICT and the development of
Ukraine s IT industry
Cybersecurity Law and
National Cybersecurity Strategy
Law No. 2297-VI on Personal Data
Protection
Law No. 3475-IV on UkraineState
Serviceof SpecialCommunication and
Information Protection
Medium companies
USA
United Kingdom
Switzerland
Germany
National Commission for the State Regulation of Communications and InformatizationMEDT
Committee on Informatization and CommunicationsMinistry of education and science
State Special Communications Service of Ukraine
Ukrainian Chamber of Commerce and Industry Foreign Chambers of Commerce operating in Ukraine
IT UA Association Information Technologies Committee - European Business AssociationIT Clusters (i.e. Kiev IT Cluster, Kharkiv IT Cluster, Lviv IT Cluster etc.)
IT Clubs (communities), VC, incubators, Accelerators, Coworking spaces, technoparks
MFA
Ministry of Justice
By application
Direct Supply
Hardware
Russia ?
Scandinavian countries
Law 851-IV on e-documents
and e-document flow
Horizontal services
Outsourced development
Product development
Israel
Ministry of Transportation and Communication
Ukrainian Venture Capital and Private Equity Association (UVCA)
Start up/emerging business
Datascience
IoT
IioT
Block Chain
Virtual Reality
AI/Machine learning
Cyber security
Robotics
Fintech
Agritech
Civic tech
Vertical services
(ICT application enablers)
E-government
E-commerce
E-education
E-health
Banking, investment, insurance
Entertainment, sport, travel, media,
Retail, wholesale
Health/pharma
Big data / Analytics
Automotive
Gaming
Travel
Mobility Education

25. Brainstorming ideas
New ideas
S1 S2 S3
Enabling business environment Improve supply off skilled Talent Visibility & promotion
Corporate partner network
Startup association — lobby policies
TechUkraine promotion platform
National AI strategy
Key event(s) & packed event calendar
"STING incubator” (business skills)
Tech transfer program
National StartupinResidence program
Startup officers network
Tech Envoy or Secretary of Digital

26. Brainstorming ideas
New ideas
S1 S2 S3
Enabling business environment Improve supply off skilled Talent Visibility & promotion
Break through technologies teams
Future50/ ScaleupNation program (business skills)
International Events Team & pavilion
Entrepreneurship education program
Invite foreign journalists
“Tech Freezones” (Dubai)
30% tax ruling

27. Brainstorming ideas
Scaling initiatives nation wide
S1 S2 S3
Betamisto Odessa
“Ukraine House WEF”

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THE FOUNDATION
Ukraine & your StartupCity objectives
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7
Improve the position of Amsterdam start-ups within international tech clusters.
Attract more international investment to Amsterdam and encourage Dutch financial
institutions (e.g. those located at the Zuidas) to support start-ups and scale-ups.
Stimulate collaboration and the exchange of high-level expertise between the public
and private sectors in order to support unique start-ups and entrepreneurship.
Further effective collaboration within the start-up ecosystem,
characterised by a clear focus, coherence and transparency.
Ensure that the start-up ecosystem engenders and exudes pride.
1
Increase the number of international early-stage start-ups
that opt for Amsterdam accelerators and incubators.
2
Increase the number of rapidly growing mid- and later-stage international start-ups that
use Amsterdam as a hub for European growth and to establish their European headquarters.
3
Make it easier for Amsterdam start-ups to attract personnel with relevant expertise,
allowing them to realise accelerated growth.
What is the key problem to solve?
What are the key three objectives (in your city/region)
We lack(ed) scale-ups!
“what is the next TomTom or booking.com"?

29. Workshops tables
Concept narrative &
platform TechUkraine
Concept business
models for ideas
Corporate partner network
Startup association — lobby policies
TechUkraine promotion platform
"STING incubator” (business skills)
New ideas
concept working
structure
Narrative/story
Functional requirements
Campaigns
Program management
Project governance
Funding structure
National vs local/cities

30. Ambition statements
What is the emphasis?
Tech or Startups
Top 3 or number 1
Front runner or fastest growing
global, regional or continent
City marketing+ or separate

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Ambition statements
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Make Odessa a Tech Brand
Kharkiv is the fastest growing tech hub in Europe
Ukraine is top 5, together with SF, London, Berlin, Boston, NYC
Kyiv is the showcase in being a top 3 tech hub that is running on talent steroids
Everyone in Tech from Ukraine, is proud they are from Ukraine
1 Ukraine is the number one city for startups to accelerate
2 Ukraine is top 1 in Central Europe
3 Kiev is a front runner in defining what’s next
Brainstorm a BHAG for Ukraine

32. Key question: how do you see
a role for [you as stakeholder]?
— national & local

33. Table Topics Best Practices
1 Neutral Broker - Negotiates interactions among various
actors, geographic startup clusters and
sectors, by connecting stokeholders
and building alliances between parties
- corporate sponsorship for events
2 Ecosystem Builder - Helps to initiate or build necessary
products or services when something
is missing. Unleash the communities
potential and use local government’s
gravitational pull to bring something
into existence.
Need for events or schools, capital
week, Growth Tribe
3 Communicator - Specialises in marketing and
communication activities that highlight
the startup ecosystem
startupamsterdam.org
4 Service Provider - Provides government-mandated
services that benefit the public toward
building the ecosystem
Visa services, exchange programs
5 Launching Customers - Act as a lead customer or become a
startup launching customer by offering
startups the opportunity to pilot and
test solutions in a real environment
- Startup in Residence
Key roles to play
What roles can your local government play? — what examples?

34. Collaboration models & choices
Private-Public versus Public-Private
Program partnership via detach civil servants (separate
organisation) versus embedded in existing organisations
Scaling initiates nation wide (create and share model)
Aligning local ecosystems programs (make & build)
TechUkraine

35. - push Emerging Tech Crossovers
- Flipside tech
- Inclusiveness (growth)
- Talent (we need more)
CHALLENGES

36. Ambition Reason
Talent related risks
shortage of tech talent
underrepresentation
groups, lack of diversity
concentration of talent
(demand) around
Amsterdam
Programmers
Data analysts
Tech support
Expert engineers
Growth hackers
Activate 50k people
towards a tech job
Educate, up/re-skill, attract, in the next four years.
Create diversity in the tech sector by activating
all target groups – women, people with migration
backgrounds, generation X etc.
Equal distribution of tech jobs in the Metropolitan
Area.
Urgency
Research by StartupAmsterdam and Dealroom (2017) showed that currently
60k people work at1k tech companies in Amsterdam.This acounts for11% of
the Amsterdam labour market. Over10k tech jobs were added in the past 2
years. Following this trend, another 20k tech jobs will be added in the next 2
years (based on average growth of these sectorjobs).
Who & Approach
TechConnect is a private-public
action programme initiated by the
Amsterdam Economic Board.
Approach
- Director, hands-on —
enabler, neutral broker,
community builder,
marketeer, service provider
- Business model central
(value & partner driven)
- Lean startup method
(experiment/validate,
scale-up/stop)
- Metropolitan Area wide
Profiles
Overview action programme
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maatregelen

37. THE FOUNDATIONMapping the ecosystem

38. THE FOUNDATIONMapping the ecosystem
Homework!