FITI CTPS Startup Workshop_Day 1

中部科學園區：FITI創新創業激勵計畫
https://ctsphub.org.tw/Team/fiti?mid=184

創業實作坊
04/10: 技術創業的商業思維與提案說服實戰
Startup Business Sense for Pitch Success
04/25: 培養技術創業更需要的銷售力
Sales Power is Your Magic Stick for Techie Startup
翁溓松
Albert Weng
2021/04/10

Something about me
Albert Weng
● Director, Europe, LATAM, Marketing, Hitron Technologies Inc. (www.hitrontech.com/)
● Past: Executive at BenQ America (Dallas, US), BenQ LATAM (Miami, US), D-Link (TW)
● Startup Coverage: Advisor, speaker, reviewer, instructor for government-led startup
program: FITI, LEAP, VP (MOST, 行政院科技部)
● Alumni: 97 BA, EMBA, NTUST
明基佳世達集團

Your background is ...
Technical Power
Commercial Power
1
4 3
2
HIGH
HIGH
LOW
LOW

課程介紹
日期
課程
04/10_創業實作坊（一）
技術創業的商業思維與提案說服實戰
時間大綱
10:00-10:30
10:30-11:30
11:30-12:00
12:00-13:00
13:00-14:00
14:00-15:30
15:30-16:00
Before
Startup
Journey
Lunch Break
OMG
Workshop
Wrap-up
你是創業者
創業ABC與創業DNA
創業歷程的商業現場攻防
午餐與充電
比BP更好用的PD
實作演練
總結與預告
日期
課程
04/24_創業實作坊（二）
培養技術創業更需要的銷售力
Sales Power is Your Magic Stick for Techie Startup
時間大綱
10:00-10:30
10:30-11:30
11:30-12:00
12:00-13:00
13:00-14:00
14:00-15:30
15:30-16:00
After
Scenario
Magic Stick
Lunch Break
Money Talks
Workshop
Wrap-up
我是創業者
主要場合的BP拆解
為什麼SP是BP的魔法棒
午餐與充電
SP導向的BP才賣得動
實作演練
總結與決選建議

The color of the startup course: GREY
1. Grey: the normal color of life and biz (it feels you).
2. Grey: the status before a colorful success.
3. Grey + T = Great
T = TEAM (Together Everyone Achieves More)
= Transaction (your idea & effort -> $$$)
= Transformation (grow from challenges)

You think startup is...
➢ Create …
➢ Innovate …
➢ Improve ...
➢ Market …
➢ Sell …
➢ Believe ...
➢ Surpass …
➢ Challenge …
➢ Overcome …
● Customer
● Product
● Competition
● Business model
YOU
Congrats!! You’ve done 50% of the course, the impact of openness on this slide, decide the other 50%.
師父引進門，修行靠自己！
你自己不深刻改變、採用必要的行動，上再多課也無益，還不如動手去做！
something regarding
about to
but the reality is actually
about

What you’ll get from this course
1. Back to basics:
Walk you through the know (ABC) and the do (DNA) of a startup for the beginning phase.
2. Shaping your business:
Provide practical concept, logic, form and flow to map your today and refine your tomorrow.
3. Mind-refreshing:
Intensive engagement, interaction, Q&A with yourself (your very small universe), your team and
probably with me if you’re open to it.

Pause!
what do you plan for this course?

Why are you here (for this course)?
A. Thinking this is one of
the course for credit
(requirement).
B. Preparing for a startup
now or someday
(seriously)?
Meet the Requirement! Create the Outcome!

How to take this Startup class?
Student Mindset Startup Mindset
1. Attitude: Learn for score
2. Logic: Single-point gained
3. Expectation: Passed (the course)
4. Relationship: Behaved
5. Outcome: Note taken
1. Attitude: Learn for growth
2. Logic: Whole picture wins
3. Expectation: Opportunity (biz)
4. Relationship: Connected
5. Outcome: Action ready

Before
Startup
Journey
Lunch Break
OMG
Workshop
Wrap-up
你是創業者
午餐與充電
比BP更好用的PD
實作演練
總結與預告

Stand-up Pitch: 你是創業者
1. Your name (你的名字)
2. Your team (你的團隊)
3. Your business (創業主題)
4. Your message (一句入魂)
1. 60 sec prep
2. 30 sec pitch
Your name, team and business are “what”, which can only show a static info from
your pitch.
However, the last section of Message is the key to connect with the TA in that
specific pitch event/moment by planting an unique image of you or the “why” behind
your idea/story so it matters to these TA, so they’ll be amazed and would leave a vivid
or positive image of you.
And you only have one line to make it.

For the record, that’s the Before

Startup: 創業ABC與創業DNA
DNA
Succeeding Your Startup
Thinking like a Startup
The Know
Living like a Startup
The Do
ABC
Activating Your Startup

Choice: Startup Image
Unicorn Black Horse Shiny Pony
Utopia
(Dream)
Show
(Spotlight Effect)
Business
(Brutal Reality)

Business Elements
A. General Elements B. Specific Elements
Foundation
(80%)
Accelerator
(20%)
Accelerator
Foundation
Business administration:
- You can’t manage what you can’t
measure.
- You can’t manage by talking, you need
the system (goal, strategy, form, flow
and timeline w/ checkpoint).

Marketing STP
Segmentation Targeting Positioning

Market Segmentation
Geographic
● ZIP code
● City
● Country
● Radius around a
certain location
● Climate
● Urban or rural
Behavioral Psychographic
Demographic
● Purchasing habits
● Spending habits
● User status
● Brand interactions
● Personality traits
● Values
● Attitudes
● Interests
● Lifestyles
● Psychological
influences
● Subconscious and
conscious beliefs
● Motivations
● Priorities
● Age
● Gender
● Income
● Location
● Family Situation
● Annual Income
● Education
● Ethnicity

Market Segmentation: Form & Flow (plan your research logic for action)
Category Expectation Question Answer Insight Action
Geographic
Demographic
Behavioral
Psychographic

Market Reach for Validation (4 Circles)
You and your team
Your closed connections
Your potential customer, partner (no deal, no $$$)
Your customer, partner (dealed, $$$)
2
3
4
When research the market:
● 50% and the majority stay only in Circle 1.
● 30% may go to Circle 2.
● 15% would probably try Circle 3.
● 5% or less push to reach Circle 4 for feedback.
1

Market Size & Sales FCST
Type Definition Relation to You Timeline Relevance Research
TCM Total Category Market Population & trend Per trend Category trend Secondary
TAM Total Available Market All players & alternatives Per trend Key players trend Secondary
SAM Serviceable Available Market All players Per trend Key competitors trend Secondary
SOM Serviceable Obtainable Market Your expanded biz (new) 3-10 yrs Scale to meet Primary
FCST Sales Forecast Your upcoming biz (now) 1-3 yrs Plan to meet Primary
● Primary Research:
○ You collect the market data by your own with unique effort for analysis.
○ Questionnaire survey for easy, useful, cheap and FAST approach.
● Secondary Research:
○ You use the data collected by others from their previous studies for
analysis.
○ Market / industry report, forecast, GDP, population, economic index, etc.
Design
Distribution
Collect
Analysis

Forecast
“How many customers you need to be survived/successful?”

Market Size: example
● Most use a top-down approach to size the makt
○ “The total health care market is $1.7 Trillion.”
○ “If we conservatively win 1% of that, we’ll make $17 billion.”
● Many entrepreneurs makes this mistake because
○ They believe that investor want to see a multi-billion dollar market opportunity.
○ The also see lage company excess saying it.
■ “957 million phones, 1% of that is 010 million phones in 2008.” Steve Jobs (2007).
● The top-down view might help you summarized and maybe sell the idea.
○ But it won’t help you develop a real product & strategy.

Data: always attach to data for measurement, follows with management.

Focus on winning, or not to loose?
1. No market need
2. Ran out of cash
3. Not the right team
4. Get outcompeted
5. Pricing / cost issues
6. User unfriendly product
7. Product without business model
8. Poor marketing
9. Ignore customers
10.Product mistimed
https://www.cbinsights.com/research/startup-failure-reasons-top/

Role: on a Startup Lead (CEO)
1. Vision: picture the business
2. Planning: organize the resource (teams and tools)
3. Financing: fundraising to operate (survival)
4. Execution: do what you said. Your speed is the top factor of success.
5. Decision: be tough on right thing, not be nice on everything.
6. Storytelling: heart touching, or money counting.
● Leadership is more of a choice than a capability, nor talent.
● Leadership is really about influencing people, but not managing them.

Storytelling: hear or money, both?
1. Why: always challenge yourself about why
you do (your startup biz) until you’re
confident and comfortable with the answer
(customer proof).
2. How: align the steps with your why
(purpose) clearly with a strategy to succeed
(may change if better).
3. What: actions needed to fulfill the how for
why (may change if needed).

Mindset: affect your brain, mind, face, look, smile, body
Mindset
determines the
boundary of your
business, as well as
your world in life.
Fixed, or growth,
your choice?

Attitude
People Pleaser Value Creator
● Pleasing people may get your the ticket for a few doors, but not the business
(money).
● Create the value so your customer “need” you.
● Customer development (Steve Blank).

Agile & Lean: release early, release often (RERO)
“Winners recognize their startup “vision” as a series of untested hypotheses in
need of ‘customer proof’.
Steve Blank & Bob Dorf
- The Startup Owner’s Manual

Sales
Unique Selling Point
(USP)
Unique Buying Point
(UBP)
Sales Influence Guiding Leading
Visible Invisible
Listen up!!!
The bottom line is, as an entrepreneur, you
should always be the top sales inside out,
unless you don’t believe in your product and
business.

Traction (當前商量價值量化)
Actual progress, outcome, feedback by
numbers or events that prove your
effort and product are accepted,
demanded, admired by your customer,
partner.
“How can I get traction on my startup?”
And, they were able to turn out just fine by using the
following techniques to gain that initial traction.
1. Start With An Awesome Product. ...
2. Brand Yourself. ...
3. Connect With Influencers. ...
4. Do Things That Don't Scale. ...
5. Leverage Your Email List. ...
6. Partner Up. ...
7. Test Everything. ...
8. Create Original Content.

Business Model Canvas (use a dynamic/actual flow to explain)

Before
Startup
Journey
Lunch Break
OMG
Workshop
Wrap-up
你是創業者
午餐與充電
比BP更好用的PD
實作演練
總結與預告

Journey: 創業歷程的商業現場攻防 (Type of Pitch)
Stage Opening Activation Development Engagement Expansion
Type Elevator Pitch Startup event Accelerator Program Roadshow, funding event Commercial Meeting
TA Key person, VIP Advisor, reviewer, judge Advisor, mentor, alumni Reviewer, VC Customer, partner
TA Profile Wide & strong power Expert w/o funding Expert w/ or w/o funding Expert w/ funding Biz domain, connections
TA’s Mind Why you matter? Potential, trustworthy,
chemistry w/ the founder
Are they open to learn?
More effort on them?
What if they make it?
Similar deals/pitches.
Do I trust him/them?
When to exit w/ $$$?
Why you matter?
Cheaper, better, good fit?
Switching cost,
Formation Ad-hoc quick talk Formal pitch and review Series of training & pitch Formal pitch & tough Q&A Formal office meeting
Data Hot trend, key event Secondary Research Full market reach study Primary Research Company brief & product
Objective Connect for next
appointment
Be awesome in every way
for highest prize.
Build product, test market,
fix problem, hire team..
Locate your target VC.
Pitch specifically to them.
Business opportunity,
business partnership.
Strategy Unique & quick YMC Pitch YMC Pitch per TA Tie w/ a advisor to shape Customized YMC Pitch YMC Pitch for biz value
Follow-up Contact person for next? Ask for advice per TA Regular advisor hours Make them come to you Product demo, PO, etc.

比BP更好用的PD (Pitch Deck is your new BP, and is better)
● Agility: Pitch deck (PD) can be prepared in a few days, revise in a few hours.
● Easy: No jargon, undoubtable and 100% straightforward statement.
● Simple: Good for grandma test.
● Style: Plain (no design) to perfect (graphic design), use wisely per TA & scenario.
● Flexible: Adjust the content, style & message per demand w/ ease even when pivot.
❏ BP is a complete business planning document mainly for a serious investor or mentor to read,
research, review for a formal advice or decision.
❏ Most of the time, a startup team/company at the very beginning won’t be entering to a serious BP
process. So, a pitch deck with key element of your business idea, progress, plan will be just good
enough for the job.
❏ A good startup PD is not about the graphic design, the value for the market you’re creating is always
the priority. Always try the grama test before a real pitch.

Problem (Story that connects you and the TA as a common point to start)

Market (Secondary & primary research, show those numbers connected to TA)

Solution (High level statement in 3 words/lines)

Product (What is it and how it works, how to sell, USP/UBP?)

Competition (Why you, and why you’re better for your customer?)

Business Model (Explain the logic behind making money to understand)

Market Adoption (Unique strategy to grow and expand)

Team (People buy you, and your team way before your product, why ignore?

One more thing: CTA (Call to action)
ABC Principle: get the small “yes” for big “YES”

YMC Pitch Model
Your
Need
My
Offer
Common
Goal
1 2
3
Pitch

Two sides of the table: you and your TA
You Your TA
(Bumped Up! Nervous and also excited!)
“Something great I want to tell you!”
(Read the face.)
“Why bother? What’s the point for my
attention/time?” (what’s in it for me?)
“I’m the expert on this, and that, and more.”
I’m new to this, how can I understand to believe
him? Btw, I actually don’t have to, ha.
“The market is big, our chance is high, so
support us! Vote, grade, fund!”
The financial numbers and FCST are not solid,
nor logical. Either they’re the fool, or trying to
fool me! No way!
“We’re the expert, like perfect, and no question
is the best (pls don’t, or dare you!)”
-> Let us pass!!!
It’s really the moment to turbo the engagement.
Are they open for advice, question? What, they
looks like wanna leaving? (as body language)
Engagement
Deal
Drive
Action

Workshop (Breakdown to section for single point refinement)
# Section Element Discussion Stand-up Pitch
1 Vision (why) Market, background, need, your story 3 min 30 sec
2 Product (what) Feature & uniqueness 3 min 30 sec
3 Biz Model (money) Supply, channel, alliance partners 3 min 30 sec
4 Strategy (how) Here to there 3 min 30 sec

Wrap-up & Preview
1. What did you learn today?
2. What will you do after the course?
3. What do you expect for the next course (sales power)?
Day 2 (4/24) course preview:
● This Day 1 course is the foundation of the 2-day workshop for technical startup about learning
the know and the do about the pitch and sales in a variety of scenarios during the beginning
stage of startup journey. We shared tons of real case scenarios from two sides of the table.
● In Day 2, we’re going to explore and practice more on how each team will try to apply these
concepts and ideas to make unique pitch points and pick a strategic pitch style per specific pitch
moment for its TA, will be a lot of fun to see your refreshed pitch. See you soon.

FITI CTPS Startup Workshop_Day 1

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