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Transcript of Start up step - Silicon Valley Steps to build a Technological Start Up - Online Resources
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Copyright © Michela Michieli - michelamichieli.com | [email protected]/03/2023
STarTupsTepE risorse online
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Indice
• American Style – Il Founder Institute• L’importanza dell’imprenditore• L’idea• La vision• Il primo test –gli altri.• Il mercato e la ricerca• Business Model e Revenues • Positioning e Branding• Documentazione e supporto legale• Pitch e Ricerca Cofounders • MVP – Service Design, Wireframe, Mock Up• Product Development - Test e Prototype• Marketing&Communication Strategy• Business Plan con Financial Planning• Foundraising
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05/03/2023
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L’ordine degli addendi
IDEA
VISION
TEST E REVISIONE
MERCATO BUSINESS MODEL
POSITIONING E BRANDING
LEGALE
PITCH COFOUNDERS
MVP
PROTOTYPE
MARKETING
BP FINANCIAL
FOUNDRAISING
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05/03/2023
Copyright © Michela Michieli - michelamichieli.com | [email protected]
American Style
Il Founder Institute
Berlin
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Il Founder Institute seleziona imprenditori in tutto il mondo.“The world’s largest entrepreneur training and startup launch
program, helping aspiring founders across the globe build enduring technology companies”
05/03/2023
Copyright © Michela Michieli - michelamichieli.com | [email protected]
FOUNDER INSTITUTE
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Realty Mogul has recently announced that it has raised $9million in Series A funding, led by Canaan Partners. Realty Mogul and its co-founder and CEO Jilliene Helman areGraduates of the Los Angeles Founder Institute.
CROWDFUNDING FOR REAL ESTATE - is a marketplace foraccredited investors to pool money online and buy shares ofpre-vetted investment properties.
05/03/2023
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REALTY MOGUL
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05/03/2023
Copyright © Michela Michieli - michelamichieli.com | [email protected]
TROPPE IDEE E POCHE PERSONE
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TEST ATTITUDINALE +
1 - AMBIENTE STRESSANTE con compiti speciali assegnati via sms in ogni orario e fondamentamentalmente impossibili da portare a termine.
2- LAVORO DI GRUPPO con RATING settimanale del team e possibilità di essere eliminati dal programma ogni settimana. Ogni 15 giorni OUTING sui propri difetti e obiettivi raggiunti di fronte a 50 persone con votazione collettiva.
05/03/2023
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METODO DI SelezionE
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IN 24 ORE, il 24 Dicembre, 20.30 Post a professionally produced mock-up of your idea online. Develop a user experience survey using industry leading survey tactics. Secure 500 target users in your desired demographic for the mock-up, and survey the users on their experience with the mock-up. Produce a 10+ page PDF that analyses the features offered and the user experience based on the survey results.
Please reply to all that you will complete the work. Get it done on time, as no excuses for lateness will be accepted. 05/03/2023
Copyright © Michela Michieli - michelamichieli.com | [email protected]
STRESS
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Copyright © Michela Michieli - michelamichieli.com | [email protected]
OUTING
10 10 minuti
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AUTONOMIADETERMINAZIONE
CRESCITA PERSONALERAFFORZAMENTO
EQUILIBRIOASSERTIVITA’
CAPACITA’ DECISIONALECAPACITA’ RELAZIONALE
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OBIETTIVI DIRETTI
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Farti abbandonare:
1. Un eventuale posto di lavoro2. Fidanzata/o se impegnativo
3. Impegni o hobby
Il Founder guadagna se la tua impresa parte.
05/03/2023
Copyright © Michela Michieli - michelamichieli.com | [email protected]
OBIETTIVI DICHIARATI un po’ meno
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Farti abbandonare:
1. Un eventuale posto di lavoro2. Fidanzata/o se impegnativo
3. Impegni o hobby
Il Founder guadagna se la tua impresa parte.
05/03/2023
Copyright © Michela Michieli - michelamichieli.com | [email protected]
OBIETTIVI DICHIARATI un po’ meno
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Copyright © Michela Michieli - michelamichieli.com | [email protected]
CHI E’ Arrivato in Fondo
DIRETTORE DI TEATROCapsuling me
MICHEAL RONEN ISRAELE - GERMANIA
RICERCATRICE NEUROSCIENZEKiddify
PAULA LAUREL JACKSONUSA - GERMANIA
MARKETING MANAGER MICROSOFT
RedriggerTED BREMER
USA – GERMANIA -> Parigi
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Copyright © Michela Michieli - michelamichieli.com | [email protected]
CHI E’ Arrivato in Fondo
Progetti per NAZIONI UNITEBerlin Hardware Accelerator
YATAN BLUMENTHAL VARGASVENEZUELA – OLANDA – GERMANIA USA – FRANCIA – OLANDA - CANADA
SALESFORCE.COMMY IMPAT EDUCATION
MARCO BORCHERSITALIA- GERMANIA
DEUTSCHE TELEKOM AGEXPLORIBOX
KAROLINA CYGANEKGERMANIA - POLONIA
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CHI E’ Arrivato in Fondo
AIRBNBCLEANBERLINSERGEJ REWIAKINGERMANIA RUSSIA
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L’IMPORTANZA DELL’IMPRENDITORE
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“La vita per me non è una candela corta.
E’ una splendida torcia che devo tenere in mano per un periodo di tempo, e voglio farla bruciare in modo che siail più luminosa possibile prima di consegnarla in mano alle generazioni future.”
George Bernard Shaw
18MODULO 1 - 15/09/2009 ©Iveta Merlinova 2009- Riproduzione riservata – [email protected]
THE PURPOSE
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I 4 SEMI CHE GENERANO PROPOSITI VINCENTI
Le quattro tradizioni morali pienamente realizzate nella nostra cultura, in grado di
porre le basi per un PROPOSITO che sia competitivo nella SOCIETA’ COMMERCIALE DI
OGGI, sono:
L’ALTRUISMO - l’ aiuto L’EROISMO - l’ efficacia
L’ECCELLENZA - il bello intrinsecoLA SCOPERTA - il nuovo
Sore
n Ki
erke
gard
Davi
d Hu
me
Arist
otel
eFr
iedr
ich
Nie
tzsc
he
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STILE DI LEADERSCHIP
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STILE DI LEADERSCHIP USA
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KickstarterIdea Mensch
IdeastormIdeaswatch
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IDEE ON LINE?
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LA VISION e LA MISSION
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1. Disney – To make people happy.2. ES – A better life in the neighborhood
“My company, _(insert name of company)_, is developing _(a defined offering)_ to help _(a defined audience)_ _(solve a problem)_ with _(secret sauce)_”.
Es – NEARYU is developing an online platform to help people in the neighborhood understanding what happens in the nearness …
With the SECRET SAUCE?05/03/2023
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COS’E’ UNA VISION/MISSION
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Gli altri THE OTHERS
27 20 minuti
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Scrivi su un documento in cui descrivi La tua Idea, A chi ti rivolgi, Quale esigenza del mercato vuoi risolvere, Come pensi di risolverla e Come vuoi fare in
modo che la gente paghi per questo. Cerca delle immagini che descrivano il tuo target, il tuo servizio e che possano
aiutarti a spiegare il progetto.
Apri MAILCHIMPS, impara ad usarlo e imposta una newsletter con il testo del tuo progetto e le immagini integrate.
05/03/2023
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CHIEDI e…
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Invia la Newsletter a:10 persone che ti vogliono bene veramente - 10 conoscenti10 persone che lavorano nel settore - 10 programmatori 10 professionisti di marketing digitale
Digli che passerai 1 anno a lavorare 80 ore alla settimanaGratis per quella idea e che devi decidere entro due giorni secontinuare.
05/03/2023
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… ASCOLTA
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….hai 25/30 anni, una laurea, non c’e’ lavoro, non ti pagano, non ti piace stare sul divano/andare agli happy-hour, pensi di essere troppo intelligente per fare il commesso…
IL TUO TEMPO E’ PREZIOSO.LA TUA START UP DEVE MONETIZZARE IN FRETTA .
GLI INVESTITORI NON FINANZIANO START UP CON BREAK EVEN A LUNGO TERMINE
05/03/2023
Copyright © Michela Michieli - michelamichieli.com | [email protected]
ANCHE SE:
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05/03/2023
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SEI SICURO?HAI FEEDBACK POSITIVI?
SEI PRONTO A FARE DELLE RINUNCE?
ALLORA LET’S GO!
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IL MERCATO E LA RICERCA
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1 - Parole chiave su Google (KEYWORDS/TRENDS).2 - Ricerche a pagamento 3 – Strumenti Online
05/03/2023
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COME ANALIZZARE IL MERCATO
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Bootz&co predicts that in 2013 Social Commerce size will be about 14 billiondollars. If it’s true that 95% of internet users are now on Internet and thatEurope internet Users on the total Amount is 21,5% we can affirm that Social Commerce in Europe revenues could be potentially 3,5 billions dollars. The positioning of Yangel is in the Technology Segment. We can be optimistic about the market share of Technology Social Market in 2013: the Technology Market is growing up and in particular the Technology Service Market is going to becoming huge. According to New Report by Global Industry Analysts, Global Information Technology Services Market is going to Reach US$1.2 Trillion by 2015.Technology Services Industry Association (www.tsia.com) 2 years ago affirmed that “Technology Services is the $800 billion dollar gorilla in the room”. They were absolutely right.05/03/2023
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IL MERCATO
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Il Mercato è Vasto (nell’ordine del Billion
di Dollari a livello mondiale)
e la tua idea è SCALABILE?
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IL FATTO CHE CI SIANO
COMPETITORS PUO’ ESSERE POSITIVO.
GUARDA COME MONETIZZANO IL SERVIZIO E PENSA A COME:Differenziare il prodotto
Monetizzarlo meglio di loro
05/03/2023
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ANALIZZA I COMPETITORS
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IL BUSINESS MODEL CANVAS
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LE ADS sui siti o sulle APP NON SONO REVENUES STREAM
A. Commerce and retailB. Subscriptions and usage feesC. LicensingD. Auctions and bidsE. AdvertisingF. DataG. Transactions/IntermediationH. Freemium
05/03/2023
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TROVA I REVENUES STREAM
Business Model Pack
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POSITIONING AND BRANDING
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Branding
CONCEPT - Identifica I tuoi valori, cio’ che il tuo Brand deve trasmettere e trova un Concept di Comunicazione AMPIO
NAMING - Trova un nome breve, evocativo, semplice e distintivo e senza seguire la moda ( zz, ify, etc), Analizza Google Keywords, Analizza i nomi dei Competitors
LOGO - Scrivi un Briefing dettagliato e mandalo a unapiattaforma di Crowdsourcing Design o a un designer.Crowdspring – Designcrowd - 99design
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L’IMMAGINE CONTA
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L’IMMAGINE CONTA
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L’IMMAGINE CONTA
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SUPPORTO LEGALE
46 30 minuti
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05/03/2023
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DI COSA HAI BISOGNO?
• Di un Non Disclosure Agreement• Di una Consulenza seria su DOVE aprire la tua attività • Di un contratto per coinvolgere un Co-founder e dei
collaboratori
Manda al tuo indirizzo di casa il progetto con nome, logo e tutte le informazioni che hai raccolto con Raccomandata con ricevuta
di ritorno.
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Pitch e CO-Founder
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Copyright © Michela Michieli - michelamichieli.com | [email protected]
PITCH – 3 minute
1: What does your company do and what need does it serve?2: What is the market size for your offering?3: What do you have that makes you unique as compared to
your competition?4: Where are you in your growth plans?5: What are you looking to raise and what will the money be
used for?
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05/03/2023
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UN “CEO-CTO” rischi di fare un prodotto perfetto e non venderlo
UN “CEO-CMO” rischi di fare una strategia “meravigliosa” per vendere un prodotto che non c’e’.
RASSEGNATIQUELLA E’ LA PERSONA CON CUI LITIGHERAI OGNI GIORNO
MA SENZA NON VAI AVANTI.Se riesci trova una persona che sia in grado di completare le
competenze che non hai. Nessuno sa tutto.
PERCHE’ UN CO-FOUNDER
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START UP CTO-CEO
IDEA
TEST E REVISIONE
BUSINESS MODEL
LEGALE
MVP
PROTOTYPE
BP FINANCIAL
FOUNDRAISING
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START UP CMO-CEO
IDEA
VISION
TEST E REVISIONE
MERCATO BUSINESS MODEL
POSITIONING E BRANDING
LEGALE
PITCH COFOUNDERS
MARKETING
FOUNDRAISING
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PER RIDERE UN PO’.
IDEA
FOUNDRAISING
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E’ comunque da questa interazione che
nascono i progetti migliori
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Se comunque
Il COFOUNDER/COLLABORATORE
- E’ TROPPO NEGATIVO- RALLENTA IL PROGETTO- NON E’ FLESSIBILE- E’ ECCESSIVAMENTE PIGNOLO- NON CREDE NELL’IDEA
Ricorda…i progetti o vanno avanti o muoiono.
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MVP – Service Design, Wireframe e Mock Up
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CHE COS’E’ un MVP?
Un Minimum Viable Product e’ il prodotto che necessita il minimo sforzo di tempo per essere prodotto ma che mantiene quelle features necessarie per essere testato e cominciare a attirare utenti.
L’MVP molto spesso non viene finanziato. E’ l’oggetto da mostrare al finanziatore per ottenere il budget necessario allo sviluppo e alle attività di marketing per lanciare la piattaforma.
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SERVICE DESIGN
Stabilisci e Disegna il servizio che la tua Start Up Tecnologica vuole offrire.
ES. A - ASK - USER ASKS YANGELS HELP (after a simple registration) and write what is the
problem about and a detail brief. B - ALERT - YANGELS IN THE NEIGHBORHOOD GET AN ALERT C - AUCTION - USER GETS FEEDBACK- Users orders Yangels proposals following
different criteria (money, rating, waiting time) D - PAYMENT- USER PAYS - User will have to Pay a Commission throgh PayPal to get
in touch with the Yangel. E - TASK - Call/Mail-chat/MeetingF - RATING - Yangel Rating
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SERVICE DESIGN
Disegna il servizio che la tua Start Up Tecnologica vuole offrire
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SERVICE DESIGN
Disegna il servizio che la tua Start Up Tecnologica vuole offrire
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WIREFRAME E MOCK UP
Costruisci un Wireframe in bianco e nero e discutine con i tuoicollaboratori. Utilizza strumenti online come Balsamiq.
Una volta definito che quel Wireframe è efficace costruisci unMock Up, che permetta al Finanziatore agli utenti disperimentare la navigazione.
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WIRE FRAME
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MOCK UP
Costruisci un Mock Up inserendo Logo e grafica.
Il Mock Up permetteràl’esperienza di navigazionee sarà utilizzato per testareil prodotto.
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PRODUCT DEVELOPMENT
Testing e PROTOTYPE
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USER EXPERIENCE TESTING
Utilizza Piattaforme online per testare l’esperienza dei tuoiutenti e rivedi il mock up in base alle analisi.
Concept Feedback Chalkmark Clickheat ClickTale ClixpyCrazy Egg Ethnio Feng-GUI Five Second Test Feedback ArmyLoop11 Mechanical Turk Morae Open Hallway SilverbackSimple Mouse Tracking Usabilla UserFly UserTesting.comUserVue Google Website Optimizer Website Grader
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SPECIFICHE TECNICHE
BACK END TECHNOLOGY – CMS Open Source CMS. (a web content management system (WCMS or Web CMS) is a content management system (CMS) software, usually implemented as a Web application, for creating and managing HTML content. It is used to manage and control a large, dynamic collection of Web material (HTML documents and their associated images). A CMS facilitates content creation, content control, editing, and many essential Web maintenance functions ) Wordpress, Drupal, Joomla etc ?
FRONT END TECHNOLOGY – PROGRAMMINGXhtml, html5 , CSS3, JavaScript and related libreries (Jquery etc).High standard of code so that it continues to work correctly on future browsers. The
site must comply with W3C WAI (World Wide Web Consortium Web Accessibility Initiative) level A Guidelines.
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BACK END TECHNOLOGY – CMS Open Source CMS. (a web content management system (WCMS or Web CMS) is a content management system (CMS) software, usually implemented as a Web application, for creating and managing HTML content. It is used to manage and control a large, dynamic collection of Web material (HTML documents and their associated images). A CMS facilitates content creation, content control, editing, and many essential Web maintenance functions ) Wordpress, Drupal, Joomla etc ?
FRONT END TECHNOLOGY – PROGRAMMINGXhtml, html5 , CSS3, JavaScript and related libreries (Jquery etc).High standard of code so that it continues to work correctly on future browsers. The
site must comply with W3C WAI (World Wide Web Consortium Web Accessibility Initiative) level A Guidelines.
ATTENTI AL SERVER
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COSTRUISCI IL TUO PROTOTIPO
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Marketing Communication
strategy
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UN CONCEPT DA CUI PARTIRE
Se la Start Up è nata in modo corretto è stato identificato unconcept generale che ha portato alla declinazione in un nome ein un Brand che ha in sé i semi per poter germogliareVelocemente.
Altrimenti semplicemente andrà fatto un lavoro piùimpegnativo in termini di creatività aggiunta alle campagne e budget.
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CONCEPTTO SPREAD/DIFFONDERE
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ESEMPIO
REDUCING DIGITAL
GAP AMONG
GENERATIONS
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CONCEPT
PRESS ADV
OOHDIGITAL
Events
OOHtraditional
Dynamic
Radio
PRESS
Trade&Fairs
Street Marketing
Direct Marketing
OUTBOUND MARKETING
TV
IMBOUND MARKETING
InStore Promotion
COME DIFFONDERLO?
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STRATEGIA START UP TECH
CONCEPT
DIGITAL
Events
Street Marketing
OUTBOUND MARKETING
IMBOUND MARKETING
InStore Promotion
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EVENTI in COBRANDING
Events
Eventi TerritorialiEventi in Co-Branding
Sponsorship
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IN STORE PROMOTION
EventsAttività di Marketingin Luoghi fisiciNegozi, Catene, Fiere
InStore Promotion
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STREET MARKETING
Events
GuerrigliaAmbient MarketingFlash Mob
InStore Promotion
Street Marketing
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OUTBOUND
Events InStore Promotion
Street Marketing
DIGITALIMBOUND
MARKETING
SEOEmailSocial Media MarketingBlogs BloggingDirect/Referring LinksQ+A SitesWord of MouthComment MarketingOnline videoDigital PR (Free Platforms)ForumsWebinars
79 50 minuti
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INBOUND
Events InStore Promotion
Street Marketing
DIGITALIMBOUND
MARKETING
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OUTBOUND
Events InStore Promotion
Street Marketing
DIGITALIMBOUND
MARKETING
Google AdsFacebook MarketingBannersSponsorship…
OUTBOUND MARKETING
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CONCEPT
Product website / Tecnical featurs
Portal website / Brand/product Adv
VideosConcourses
PhotosDownload
Tutorial
Search Engine OptimizationPay-Per-Click Google AD Optimized Landing Pages
Event
Outdoor
BloggingSocial Media Marketing (Facebook, Twitter, Linkedin, Delicious, Foursquare , FLICKR)
Banners web marketing and media partnership
EVANGELISTS
In store PromotionIncentive ProgramBelow the line (Technical, Consumer Tutorial) Experiential lay outTrade fairs
Partnership Radio
PR Conference
Press ADV/Redational/Articles
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Portal website / Brand/product Adv
VideosConcourses
PhotosDownload
Tutorial
Search Engine OptimizationPay-Per-Click Google AD Optimized Landing Pages
Outdoor
BloggingSocial Media Marketing (Facebook, Twitter, Linkedin, Delicious, Foursquare , FLICKR)
Banners web marketing and media partnership
EVANGELISTS
In store PromotionIncentive ProgramBelow the line (Technical, Consumer Tutorial) Experiential lay outTrade fairs
Partnership Radio
Press ADV/Redational/Articles Communication Media
Flow Empower Messages and Brand
AWARENESS.Different Media
empower eachother efficacy
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TO PICK UP/PER RACCOGLIERE
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Product website / Tecnical featurs
Portal website / Brand/product Adv
VideosConcourses
PhotosDownload
Tutorial
Search Engine OptimizationPay-Per-Click Google AD Optimized Landing Pages
Outdoor
BloggingSocial Media Marketing (Facebook, Twitter, Linkedin, Delicious, Foursquare , FLICKR)
Banners web marketing and media partnership
EVANGELISTS
In store PromotionIncentive ProgramBelow the line (Technical, Consumer Tutorial) Experiential lay outTrade fairs
Partnership Radio
PR Conference
Press ADV/Redational/Articles
UTENTIVISIBILITA’
INTERAZIONEDOWNLOAD CONVERSION
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askbacktypebbcbebobingbleeperblinkxblipblogcatalogblogdiggerbloggybloglinesblogmarksblogpulseboardreaderboardtrackerbreakclipmarkscliptacocommentdailymotionDeliciousdeviantartDiggdiigofacebookfaves
deviantartdiggdiigofacebookfavesflickrfotkifriendfeedfriendstergoogle bloggoogle buzzgoogle newsgoogle videohighfiveidenticaiterendjumptagskvitrelaretalinkedinmetacafemsn socialmsn videomybloglogmyspacenetvibesnewsvine
ningomgilipanoramiophotobucketpicasawebpixsyplurkprwebredditsamepointSlidesharesmugmugspnbabblestumbleupontechmemetweetphototwinetwitarmytwitpictwittertwitxrwebshotswikiowordpressYahooyouareyoutubezooomr
USA I SOCIAL IN MODO VIRALE
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HAI 50.000 Euro di BUDGET?
Events DIGITALIMBOUND
MARKETING
OUTBOUND MARKETING
15.000 Euro
1 risorsa in stage
1 risorsa a progetto
15.000 Euro
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Business Plan e Financial Planning
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AGGREGA
Hai a questo punto lavorato 3 mesi e il tuo compito è aggregare tutto cio’ che hai costruito per presentarti ai finanziatori con un Business Plan che attiri potenziali investitori.
ATTENZIONE!!!!Un business plan definitivo è completo di bilancio, previsione
dei flussi di cassa, grafici e metriche in grado di parlare ai venture capitalist, business angel, banca o enti pubblici
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INDICE BUSINESS PLAN
1. Introduction2. Overview3. Markets 4. Competition5. Business Model6. Revenue Model7. Markerting Strategy8. Process And PlatformGeneral and Details9. Tech Specification10. Human Resources
A - Financial Projections - Revenues
B - CostsC - Break EvenD - Milestones (first two Years)
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MATERIALI
Ora puoi presentare agli investitori:A – un mock-up/prototipoB – Un Business Plan
ATTENZIONE!!!!1 - Prepara una presentazione e un pitch sintetico sulla tuo
idea. gli investitori NON HANNO TEMPO!2 – porta DATI e NON FILOSOFIE!
3 – porta una strategia di sviluppo prodotto e marketing a lungo termine
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PERCHE TI SCEGLIERANNO
PERCHE’ SEI TU
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AVVERTENZE
• OGNI FINANZIATORE o SOCIO che aggiungi rallenta il progetto. Se per raccogliere 50.000 Euro raccogli 5 Soci/Finanziatori è probabile che non riuscirai a progredire.
• SE UN FINANZIATORE METTE 50.000 EURO IN UN PROGETTO E TU e il TUO CO-FOUNDER ci state lavorando da un anno 10 ore al giorno voi in quel progetto voi avete gia’ messo molto più di 50.000 Euro.
• Parner Universitari ingombranti che fanno lavorare gli studenti e rivendono il loro lavoro sono da evitare. In polonia ci sono team di programmatori che non chiedono altro di poter lavorare, se proprio non te ne puoi permettere uno italiano.
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ATTENTIAL
LUPO.MA NON TROPPO.
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