This document provides advice from Elena Grebennikova on how to avoid startup failures. It includes tips on developing marketing strategy, managing different sales channels, setting SMART goals for teams, and conducting SWOT and target market analyses. Examples of successful startups like CROCS and BS by Timati are discussed, highlighting how they created new niches and loyal customer bases through innovative products and brand missions. The key advice is to carefully consider your product, target market, costs, budget, team, and to never give up while also staying pragmatic.

1. Start-up & failures :
why your startup can be
NOT successful ?
workshop
MassChallenge 2016

2. Elena Grebennikova
Turning ideas into consumer brands.
Bringing brands to the customers.
⇨ 20 years of working experience, 10+ years in Management
(P&L responsibility, front and back office)
⇨ Developed Marketing Strategy for the company and product
(customer/price/territories targeting/promo)
⇨ Managed wholesale, franchising, web-shop, retail as
Sales and Distribution Channels
⇨ Implemented International Standards for business
in HQ, as well as USA, Europe, Kuwait, Russia
⇨ Opened more than 100 Retail Stores (Russia and SIC),
including concept stores in start-ups
⇨ Lead teams from 10 to 450 people,
depending on the stage and scope of retail projects

4. Most of you will die...
Bad news:
from 70% to 90% of
startups fail
● source - Google
Good news:
average temperature
in hospital +36,6
● never trust statistic

5. What do you think - WHAT can be wrong?
Your personal circle:
● list of paper, a pen, imagination
● pls, drow circle
● write 4 big points and 3 small
● find your own issues
● 3 minutes
Other typical issues:
● spending too much / not enough of
money
● no polices / bureaucracy
● wrong mentors / advisers / investors
● international politic / logistic / currency
● inventions / discoveries / competitors
● lack of management skills

6. You are ready? Can you manage your future company?

7. What do you know about it?
on your list:
● list of paper, a pen, imagination
● pls, copy list of skills
● add + 3 points in the end
● estimate from 13 to 1 your level
● 3 minutes
● choose your soft skills
Soft skills:
● optimist / realist
● delegating / controling
● intuitive / prefer to know
● risky / conservative
● spontaneous / budgeting
● flexible / stubborn
● extrovert / introvert
1. Product development.
2. Manufacturing.
3. Technical support.
4. IT.
5. Sales.
6. Marketing.
7. Accounting.
8. Finance.
9. Logistic.
10. HR.
11. ...
12. …
13. ...

8. How they do it : SMART goals for your team

9. Pls, set SMART-goals for your team
on your list:
● list of paper, a pen, imagination
● pls, choose one department
● create SMART goal for team of
department
example of SMART goal:
● to sell
● 1 000 000 pieces
● by sales department
● +/- 10% or exactly
● next month
1. Product development.
2. Manufacturing.
3. Technical support.
4. IT.
5. Sales.
6. Marketing.
7. Accounting.
8. Finance.
9. Logistic.
10. HR.
11. ...
12. …
13. ...

10. Business plan: budget and cash flow

11. Small test for your CEO :-)
This picture -
what about it?
● language doesn't matter
● graphic is not unique
Real story:
Success is always good luck.
Mistake is a part of system.
Pls, love your analytic reports!

12. Real Story 2 : life cycle of product can be very short

13. Marketing : cost price - cold shower for your dreams
Your
price :
………………...?

14. Marketing : target group - 3D model
Your target
group:
● age
● sex
● status
● income
● behavior
● …
● …
● ...

15. SWOT analysis
Your home
work:
●
●
●
●
●
● …
● …
● ...

16. Story of success 1 : CROCS - create your niche !
Product -
plastic shoes:
● new style
● new niche
● new local niche
● new experience
Loyalty:
● talking 3 months
● each client brings + 6 new customers
● for only 1 year in Russia +10 stores, +20
franchise stores, start of quick retail
development

17. Story 2 : BS by Timati - new money from old clients
Product -
name of pop-star:
● design, manufacturing
● brand mission
● social media
● music community
Loyalty:
● very high average purchase
● +30 franchising stores for 1 year, +1
concept store, internet shop,
manufacturing in 4 countries, financial
independence

18. How to avoid failures? personal advice
Keep in mind:
● who you are
● what is your product
● your Target Group
● your cost price
● your budget and cashflow
● your team
● never give up! …but be alive