Being netIED

Lesson 8/2014

Frieda Brioschi / Emma Tracanella frieda.brioschi@gmail.com / emma.tracanella@gmail.com

8. Being net

Course program1. Italian Startups

2. Set up a startup in Italy

3. I've got an idea. And now?

4. Market and costs

5. Value analysis and business model

6. Business Model Examples and Pitch

7. Communicate, communicate, communicate

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Today's table of content

1. Community

2. Networking

3. Coworking

4. Incubators

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Communicate3: quick recap

Past slides available on Slideshare @ubifrieda:

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https://www.slideshare.net/ubifrieda/

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Communicate3: quick recap

• During last lesson we discussed what are my needs in term of communication and how I can satisfy them.

• To reach this goal we investigated the landscape, starting from Cluetrain Manifesto and going through some definitions (Social media, in comparison with industrial media, social networks, networked publics).

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Communicate3: quick recap

Analyzing the social media timeline, we arrived to outline how to create an effective message: my benefits, why customize and fix, usefulness of groups and habits, the importance of immediacy and schedule, the use of different communication techniques.

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Communicate3: quick recapFinally we decided that having rules is important and we try to outline which rules are essential:

• Conversational and listening rules

• Blurring of public and private

• Storytelling

• Objectives

and how everything is summarized in the editorial plan.

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Communicate3: an example

http://www.youtube.com/watch?v=9_0aQEqVhTM

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The launch

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Robert Scoble’s recipe /1

“The best launch is if you have a product that

other people like using so much that they tell other people about it.”

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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

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Robert Scoble’s recipe /2

“What you want to do is have a story that travels to the people who are most likely to need your product.

It all starts with a story.

So, the right way to launch is to have a story. Then try that story out on some early adopters. Do they go "no

way!" Or do they look bored?”

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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

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Robert Scoble’s recipe /3Start asking the right question:

• How can I get Oprah Winfrey to see my product within a year?

• How can I get to be a featured app in the Apple app store?

• How do I make a product so strategically important that Steve Jobs buys it within a month.

• How do I make a product that's so sticky and viral that it gets people to tell at least five other people about it.

12http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

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Robert Scoble’s recipe /4Things you need to do to launch a company:

1. Make a blog.

2. Make a YouTube video channel.

3. Start Tweeting.

4. Get a Facebook Page.

5. Get a LaunchRock or KickoffLabs site.

6. List your company on Angel List (and StartupLi.st, CrunchBase, etc).

7. Figure out the 10 journalists you want to have see your product before you launch

13http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

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Robert Scoble’s recipe /5

• So, what's your story?

• A sizeable part of having a great story is also hitting the market at the right time.

14http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup

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DisseminationPublish something about you on as many interesting website as possibile:

• startup directories

• tech magazines

• magazines in your field/market

!

Have a look to Giuliano Iacobelli's list:

• http://www.giulianoiacobelli.com/startup/pianificando-il-lancio-della-vostra-startup-le-basi

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Resources

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Useful on/off line resources• Hangouts and events

• Co-working, Fablabs, Makerspace, social incubators

• Community leaders

• Media

• Business Plan competition, startup events

• Incubators and accelerators

• Investors, etc.

17http://www.chefuturo.it/2013/01/i-primi-100-contatti-e-anche-di-piu-per-chi-vuole-fare-startup-in-italia/

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Incubators

Business incubators are programs designed to support the successful development of entrepreneurial companies through an array of business support resources and services, developed and orchestrated by incubator management and offered both in the incubator and through its network of contacts. Incubators vary in the way they deliver their services, in their organizational structure, and in the types of clients they serve.

18http://en.wikipedia.org/wiki/Business_incubator

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Incubator services• Help with business basics

• Networking activities

• Marketing assistance

• High-speed Internet access

• Help with accounting/financial management

• Access to bank loansHelp with presentation skills

• Links to higher education resources

• Links to strategic partners

• Access to angel investors or venture capital

• Advisory boards and mentors

• Management team identification

19http://en.wikipedia.org/wiki/Business_incubator

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Certified incubators

• Startup Regulation introduces “certified incubators for innovative startups”.

• The startup incubator or accelerator must verify if specific requirements concerning the startup’s physical structures, management, facilities and, above all, its track record, are fulfilled. In this way, the law aims to identify the structures that are able to offer efficient incubation services in Italy. Certified incubators can benefit from some instruments provided for by the law.

20http://bit.ly/11f2mtq

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Public incubators• Are supported by public sponsors and are non-profit.

Usually public authorities are the major stakeholders and play an important part in the definition of the legal status of the incubators and in their management, frequently supported by a broadly-based partnership of public authorities and institutions such as a Chamber of Commerce, Municipality, Province, Region, Banking Institutions, and various business associations.

• Typically, they are multi-purpose and the activities of their occupants span all the traditional-economy business sectors as well as some hi-tech ones.

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http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf

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University incubators

• They usually concentrate on promoting hi-tech start-ups developed by their students, researchers and professors. Their objective is to foster the industrial applications of the knowledge generated through academic research activities.

• They have a strong connection with research labs and are often focused on the area in which the founder university specializes.

22http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf

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Private incubators• Are usually profit-making.

• The number and type of organizations making up private incubator partnerships varies from individuals to groups consisting of several private companies and organizations.

• Most of these incubators invest almost exclusively in one business sector. They contribute to the success of the start-ups in several ways, including the availability of specialized professionals who work with the start-ups own staff.

23http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf

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Why incubators

If incubation period is succeful, my startup has more chances (87% versus 44%)

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Italian incubators

25http://wiki.startupbusiness.it/Incubatori_d%27impresa_e_parchi_scientifici_e_tecnologici_italiani

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Coworking

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Coworking

• Coworking is a style of work that involves a shared working environment, often an office, and independent activity. Unlike in a typical office environment, those coworking are usually not employed by the same organization.

• Coworking is also the social gathering of a group of people who are still working independently, but who share values, and who are interested in the synergy that can happen from working with like-minded talented people in the same space.

27http://en.wikipedia.org/wiki/Coworking

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Coworking principles

Coworking is not only about the physical space, but about establishing the coworking community first. Its benefits can already be experienced outside of its spaces, and it is recommended to start with building a coworking community first before considering opening a Coworking space. However, some coworking spaces don't build a community: they just get a part of an existing one by combining their opening with an event which attracts their target group.

28http://en.wikipedia.org/wiki/Coworking

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Coworking: how and where

http://www.youtube.com/watch?v=le0dfcG_jVw

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Coworking in Italy

30http://coworkingproject.com/

8. Being net31http://360.steelcase.com/articles/the-same-but-different-mapping-the-patterns-of-work-cultures/

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The Hub

!

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http://www.youtube.com/watch?v=2frIvdnmfMQ

32http://www.the-hub.net/

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Fab Lab

• A fab lab (fabrication laboratory) is a small-scale workshop offering (personal) digital fabrication.

• A fab lab is generally equipped with an array of flexible computer controlled tools that cover several different length scales and various materials, with the aim to make "almost anything". This includes technology-enabled products generally perceived as limited to mass production.

33http://en.wikipedia.org/wiki/Fab_lab

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H-Farm Screening Criteria

34http://marketingarena.it/2012/11/26/10-domande-scomode-a-h-farm/

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Networking

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Startup Saturday

http://www.startupsaturday.it/

Many opportunities:

• Workshop

• Elevator Pitch Competition

• Idea Jam Session

• Speed Pitch Date

• Startup Outing

• Job Posting

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Italian Startup Scene (ISS)

Facebook group for italian startupper, entrepreneurs, investors, bloggers, developers and anyone interested in startups and venture capital.

!

!

38http://it.startupscene.org/

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TechGarage

• It’s an italian association which aims to connect

• Grassroot innovation

• business angel, seed funds and independent venture capital

• companies

39http://techgarage.eu/

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ItaliaCamp

http://www.youtube.com/watch?v=QoPobIp_SAM

40http://www.italiacamp.it/

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Working CapitalIt’s a program by Telecom Italia, which offers 40 grants (25k€) and:

• enter an acceleration program that last 4 months; the selected startups will be supported by mentors coming from the entrepreneurial, Venture Capital and academic world

• “Seed Investment Program” launched by the Telecom Italia Group, who will invest 4.5 Million Euros over the next 3 years in startups’ equity or stock options

• access to the “Crowdfunding Platform” (reward and equity based), where ideas and projects can find investors in community members and get funded.

• enter “Albo Veloce”, Telecom Italia group’s supplier register

41http://www.workingcapital.telecomitalia.it

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..and also• Crunchbase: worldwide startup directory

• Angelist: platform dedicated to startup and angel investors

• Startupgenome: worldwide startup directory with local communities

• StartupItalia!: italian startup directory and lots of news

• Intesa Sanpaolo Startup Initiative: program dedicated to innovative startups creating social projects

• PitchCloud: communities where you can present your pitch and receive a feedback

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Funding: how it works

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How it works

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http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html

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How it works - II

46http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html

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How it works - III

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http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html

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How it works - IV

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http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html

7. Communicate, communicate, communicate

Investment in Europe!

• 34% government agency

• 15% private individuals

• 12% firms

• 10% banks

• 9% found of founds

• …

49http://www.consob.it/main/aree/novita/consultazione_crowdfunding_20130329.htm

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Next week

• Funding

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