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NICOLAS SASSOLI
AlmaCube, B.U. Startup | Startup Incubation Program
nicolas.sassoli@almacube.com
@ Nicolas Sassoli
Road to StartUp Day 2019
1° incontro PDAI
Short recap
Company VS Startup
Company VS Startup
Company VS Startup
Company VS Startup
Company VS Startup
Company VS Startup
Company VS Startup
Company VS Startup
Company VS Startup
Company VS Startup
Company = organization of people who
exchange products and services with money
Company = organization of people who
exchange products and services with money
Divisions
Company = organization of people who
exchange products and services with money
Divisions
Business plans
Company = organization of people who
exchange products and services with money
Divisions
Legal
Business plans
Company = organization of people who
exchange products and services with money
Divisions
Legal
Business plans
Quarter
revenue
goals
Marketing
Company = organization of people who
exchange products and services with money
Divisions
Legal
Business plans
Quarter
revenue
goals
Policies
Brand
Management
Intelligence
Company = organization of people who
exchange products and services with money
Startup = temporary organization of people
searching for a working business model
VS
Clearness & Predictability
Vs
Intuitions & Uncertainty
No matter how genius you
are.
99% of (innovative) plans
and ideas don’t survive first
contact with customers.
Startup = temporary organization of people searching for a working
business model
But what is a business model?!
Startup = temporary organization of people searching for a working
business model
Business Model = It is how a
company exchange products and
services for money
Mature
CompanyGood Business
Model
Business model
under
construction
Founder
Do u finally get the analogy?
When I know I’ve created a
good b. model?
When I know I’ve created a
good b. model?
When you can attract and satisfy
customers at lower costs than all
the value it attracts from them.
When I know I’ve created a
good b. model?
Fuel in
More value out
When I know I’ve created a
good b. model?
A good approximation to measure it:
Customer Life Time Value > Customer acquisition Cost
When I know I’ve created a
good b. model?
In simple words:
Making something people really want
A lot of variabiles to define a business model
A lot of variabiles to define a business model
Customer Pains
Funding
Talent Acquisition
But they all depend on few of them
Making something people want
Making something people want
Customer PainsTarget Customers Value proposition
The Startup Problem
The reason why startup can succeed
Big corporations don’t
care about small niche
markets
A 10X solution for a desperate niche
A 10X solution for a desperate niche
From every one
A 10X solution for a desperate niche
From every one To <<1 % of population
Find your Blue ocean
Find your Blue lake
How to create a performing engine?
1. Define your early adopters
Find someone who has the
problem you want to solve as
his main one in life.
Here the idea is:
start selling today a provisory solution for desperate
people
Here the idea is:
start selling today a provisory solution for desperate
people
Lean startup
Lean startup
Scale up
Lean startup
Scale up Mature Company
How to define your early adopters?
1. They have the problem you want to solve
2. They know they have it
3. They are actively searching for an ad-hoc solution
What comes next? Early majority
1. They have the problem you want to solve
2. They know they have it
3. They are NOT actively searching for an ad-hoc solution
Yes, but there are very few people with flames in their hair..
It’s true. It’s a niche.
But wonder about the 0.0001% of world people.
You can work today with up to 7.000 people. If they
could spend 10$/month for their big problem you are
facing today a 1M$ blue ocean market.
So, thanks to Early Adopters you are able to:
• Start revenue with a cheap prototype
So, thanks to Early Adopters you are able to:
• Start revenue with a cheap prototype
• Build your business model with low acquisition costs
So, thanks to Early Adopters you are able to:
• Start revenue with a cheap prototype
• Build your business model with low acquisition costs
• Build the base for scaling up
Think big, start small, move fast.
2. Get to know them
1. Find them
2. Contact them
3. Make interviews
2. Get to know them
2.1 Find them: Linkedin, social direct message, off-
line, cold call, cold mail, hunter.io + mail extractor, ecc.
2.1 Find them: Linkedin, social direct message, off-
line, cold call, cold mail, hunter.io + mail extractor, ecc.
→ Prepare yourself for low success rate!
2.2 Contact them
2.2 Contact them [script example]
Good evening [name of people y],
My name is [your name] and I am part of a team that is developing a
solution to solve [problem x].
At the moment we are in a phase of research and development and to
better address the work we are interacting with [type of person y]. Are you
available for a quick chat at 2 p.m tomorrow or the day after?
Thank you and best regards,
[your name]
2.3 Make interviews
Your first goal is to learn.
• Have I understood the problem?
• Who are my early adopters?
• Is my value proposition really valuable?
2.3 Make interviews
1st rule: talk first about the problem, not about your idea
2.3 Make interviews
3. Test your value proposition and then prototype it
3. Test your value proposition and then prototype it
1st prototype: e.g. just words
3. Test your value proposition and then prototype it
1st prototype: e.g. just words
2nd prototype: e.g. something visual
3. Test your value proposition and then prototype it
1st prototype: e.g. just words
2nd prototype: e.g. something visual
3rd prototype: e.g. only manual backhand sw,
assembling something using existing solutions, ecc.
4. Measure it
Do they buy/pre-order?
Do they come back and rebuy?
Do they refer?
5. Iterate the process
Optimize for:
→ Learning
→ Cycle time
→ Frequency
5. Iterate the process
Summarizing
PR
PR
Weebly road to product/market fit
PR
PR
PR
Weebly road to product/market fit
After 1 year+ of work
COMPANY GROWTH
Time
UNCERTAINTY PREVALENCE PREDICTABILITY PREVALENCE
COMPANY GROWTH
Time
UNCERTAINTY PREVALENCE PREDICTABILITY PREVALENCE
DEVELOPMENT → LEAN STARTUP, ECC.
COMPANY GROWTH
Time
UNCERTAINTY PREVALENCE PREDICTABILITY PREVALENCE
DEVELOPMENT → LEAN STARTUP, ECC.
CLASSIC MANAGEMENT → B. PLANNING ETC.
COMPANY GROWTH
Time
UNCERTAINTY PREVALENCE PREDICTABILITY PREVALENCE
DEVELOPMENT → LEAN STARTUP, ECC.
CLASSIC MANAGEMENT → B. PLANNING ETC.
COMPANY GROWTH
P-M fit
Time
UNCERTAINTY PREVALENCE PREDICTABILITY PREVALENCE
DEVELOPMENT → LEAN STARTUP, ECC.
CLASSIC MANAGEMENT → B. PLANNING ETC.
COMPANY GROWTH
P-M fit
Time
P-S fit
UNCERTAINTY PREVALENCE PREDICTABILITY PREVALENCE
DEVELOPMENT → LEAN STARTUP, ECC.
CLASSIC MANAGEMENT → B. PLANNING ETC.
COMPANY GROWTH
P-M fit
Time
P-S fit
UNCERTAINTY PREVALENCE PREDICTABILITY PREVALENCE
DEVELOPMENT → LEAN STARTUP, ECC.
CLASSIC MANAGEMENT → B. PLANNING ETC.
COMPANY GROWTH
P-M fit
Lean startup
with early
adopters
Scale with
early
majority
Corporate
management
with late
majority
Corporate management + startup
way corporate innovation
Time
P-S fit
Just make something people REALLY want.
Some other essentials
At your stage you have <3% probability to be succsessfull.
Startup is a not liquid investment.
Don’t do it for money, there are better options for that.
If you are not passionate about the
problem you are solving, who has the
biggest problem is you.
It’s 20x more difficult than you think.
Find the fastest way for build revenues
today.
Last thing:
Last thing:
This was not a digital marketing lecture ;)
NICOLAS SASSOLI
AlmaCube, B.U. Startup | Startup Incubation Program
nicolas.sassoli@almacube.com
@ Nicolas Sassoli
Thanks.
For info mail to startupday@unibo.it
NICOLAS SASSOLI
AlmaCube, B.U. Startup | Startup Incubation Program
nicolas.sassoli@almacube.com
@ Nicolas Sassoli
Q&A
(FREE YOUR DOUBTS. ONLY BY DEBATE IT WE CAN IMPROVE EACH OTHER :)
For info mail to startupday@unibo.it

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