25 October 2012

Melanie Farmer / Paul JordanSussex Innovation Centre

STARTUP SUSSEX‘Making ideas happen’

25 October 2012Slide 2

WHAT WE WILL SAY TODAY

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WHAT WE WILL SAY TODAY

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A BEAUTIFUL REASON

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A BEAUTIFUL REASON

� “To make people of all ages everywhere happy.”

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� “To organise the worlds information and make it universally accessible and useful.”

A BEAUTIFUL REASON

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� “To inspire athletes around the world.”

A BEAUTIFUL REASON

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� “To create a place where practically anyone can buy or sell practically anything.”

A BEAUTIFUL REASON

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� “To make every customer in every restaurant smile.”

A BEAUTIFUL REASON

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PROBLEM YOU ARE SOLVING

vs

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PROBLEM YOU ARE SOLVING

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MARKET

24.9 million

12 million

1 million (8%)

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MARKET

24.9 million

(TAM)

12 million

(SAM)

1 million

(8% SOM)

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WHO REALLY CARES?

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WHO REALLY CARES?

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HOW DO THEY BUY?

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WHAT ELSE IS HAPPENING?

+

� Organic

� Wheat-free

� Everything

� Every pet

� Slick

� Old style site

� Know their strengths

� Use of partners

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HOW DO I FIT IN?

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� We like to call this your CUSP (Current Unique Selling Point)

which implies you are always innovating.

UNIQUE SELLING POINT (USP)

1966

1981

1970s

Full-suspension mountain bikeUser modified cruiser

bicycle

Road bicycles

Mass production

1990s Carbon fibre etc

2000s World Championships (1990 first one)

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SOURCE OF NEW PRODUCTS

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CUSP

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Gold Silver Bronze

Product x

Product y

Product z

� Simple, unexpected and concrete

PRODUCT PACKAGING

� Read, ‘Made to stick’ by Chip & Dan Heath

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PRODUCT PACKAGING

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PRODUCT PACKAGING

� Economist.com subscription – US $59.00One-year subscription to Economist.com.

Includes online

access to all articles from The Economist since

1997.

� Print subscription – US $125.00One-year subscription to the print edition of

The Economist.

� Print & web subscription – US $125.00One-year subscription to the print edition of

The Economist and online access to all articles

from The Economist since 1997.

68%

32%

16%

84%

0%

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PROTECTING YOUR IDEA

� “If you tell, you’ve got nothing to sell”

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PROTECTING YOUR IDEA

� Patents

� In certain businesses; essential.

� Telecoms � Medical � Engines

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PROTECTING YOUR IDEA

� Trademark

� Your brand is important and in order to protect it, you can register it as a trade mark.

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PROTECTING YOUR IDEA

� Design

� Design is about the way an object looks: its shape, its

visual appeal. You can register a design.

� BMW Mini � Dyson � Coca Cola

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PROTECTING YOUR IDEA

� Copyright

� Others may not copy the work for author’s life plus 70

years

25 October 2012Slide 31

OVER TO PAUL