How to Start-up a Start-up - Mihail Rotenberg

@ITCAMPRO #ITCAMP17Community Conference for IT Professionals
How to
Start-up a Start-up
Any METHODODOLOGIES available?
My Check List
Mihail Rotenberg aka Michael Rothenberg

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WHO AM I ?
I AM NOT A MOTIVATIONAL SPEAKER !
Mihail Rotenberg aka Michael Rothenberg
▪ DSP, Data over radio, LANs, WANs
▪ Patents in datacom and data security
▪ Employee @ Tadiran, Motorola
▪ Start-ups
▪ Lannet IPO NASDAQ 1991
▪ BreezeCOM (Alvarion) IPO NASDAQ 2000
▪ AccessNET sold 2006
▪ Rotenberg Winery founded 2007
▪ Rotenberg-Uzunov Art Gallery founded 2013
▪ Other (angel, director, chair)
▪ Allot Communications, NetManage, MIND CTI

MINE
• I can pretend I am still
relevant
• Promoting my wines &
Rotenberg Winery
Benefits Of Having Me
YOURS
• Learn from my
successful experience
• Even if ……
• Experience is a fallacy

3X: explore-expand-extract
Kent Beck (extreme prog, agile manifesto)
• Explore = Lean Start-Up
– Many uncorrelated experiments versus iterative
approach
• Expand
– Aggressive growth
• Extract
– Make it profitable
• Different sets of skills
– Visionaries, developers, beam counters
METHODOLOGIES: born out of failure
Lean Start-Up
Eric Ries
• Build-Measure-Learn
• Build: start with MVP
– MVP - minimum viable product
• Measure: m’kt accept.
– split testing
• Learn: continue or pivot

BreezeCOM (1992) versus Rotenberg Winery(2007)
• The Relative Advantage
• Financing and Exit Strategy
• Vision
• Mission
• Product Development Strategy
– Reference products
– Make your weakness your strength
– Fast pivot if needed
• Listen To Customers
• Market & Penetration
• Market Leadership
• Power Multipliers
• Keep Your Customers Close
My Check List

BreezeCOM

• Founded 1992
• W-less LAN (later called WiFi)
• IEEE 802.11 WiFi leading contributor
• W-less Internet for ISPs market leader
• IEEE 802.16 WiMAX
• USD 100 Mil sales in 2000
• IPO + Secondary in 2000, NASDAQ (USD 250 Mil)
BreezeCOM (Alvarion)

Rotenberg Winery

• Founded 2007
• Boutique winery @ Ceptura, Dealu Mare
• 23 ha vineyard
–Mostly 50 years of age Merlot
–Some Cabernet Franc, Cabernet Sauvignon
• Gravitational artisanal winery
• Premium red and rose wines
• 120k bottles per annum
Rotenberg Winery

Rotenberg Winery(2007)
• Vision: Back from the future!
– Japanese SUVs with bicycles on
top
– Wine: hot topic in “life style”
The Relative Advantage
BreezeCOM(1992)
• 2 out of 3 technologies
– Data over radio (DSP) & SS
– LANs (Ethernet, Tkn Ring)
– No RF know-how

Rotenberg Winery(2007)
• My own FYM
– An amount of wealth that
enables an individual to reject
traditional social behavior and
niceties of conduct without
fear of consequences.
• When exiting this world
Financing & Exit Strategy
BreezeCOM(1992)
• OPM
– Angels
– VCs
– Bridge loans
• IPO (as Lannet)
– 5-8 years

Rotenberg Winery
• 2007
• Young Romanian professionals will
adopt western life style
• Wine Culture: part of the western
life style, in Romania
Vision
BreezeCOM
• 1992
• Laptops and Mobile Personal
Assistants need:
Mobile Connectivity

Rotenberg Winery
• Offer a unique experience, not
only a wine
• Re-invent a past that did not exist:
artisanal approach
Mission
BreezeCOM
• Be the first in a global wide
horizontal market to offer
mobile connectivity
PIVOT
• Fixed Wireless Internet

Rotenberg Winery
VINARTE
• Prince Mircea
• Prince Matei
Product Development -reference products-
BreezeCOM
• Symbol Technologies
• Proxim
• Vertical market oriented

Rotenberg Winery
• No winery
• No modern technology
• Gravitational winery
• Artisanal wines
Product Development -yr. weakness is yr. strength-
BreezeCOM
• No PC Card (PCMCIA) know-
how
• Ethernet connected w-less
equip
• Connect to routers
• Good for ISPs -> Fixed W-less

Rotenberg Winery
• Only expensive reds in oak
pivot
• Low cost reds
• Rose in stainless steel
Product Development -fast pivot when needed-
BreezeCOM
• Mobility only WiFi
pivot
• Fixed Wireless

Rotenberg Winery
• Younger ones complained that
Rotenberg wines are too
expensive
• Hot summer-> drink Rose
• Rapsod: a budget red
• Rose for the summer
Listen to Customers: Pivot!
BreezeCOM
• ISPs started to use
Ethernet/W-less to connect
customers and bypass wired
telecoms
• Fixed W-less !!!!

Rotenberg Winery
• Local
• Social media
• Association with culture
– Leonard Cohen
– George Enescu Festival
• Quality validation
– Mondial Du Merlot
Market & Penetration
BreezeCOM
• Global
• Standards
– IEEE 802.11 aka WiFi
– IEEE 802.16 aka WiMAX

Market Penetration- Rotenberg Winery

Rotenberg Winery
• Rotenberg.
The Best Merlot.
In Romania
Market Leadership: Invent the market you are No 1
BreezeCOM
• W-less Fixed Internet with
voice (VOIP) (over 50%)
• WiMAX IEEE 802.16

Rotenberg Winery
• Indirect Sales
– Retail key accounts
• Carrefour, Auchan, Metro,
Megaimage, Kaufland, Lidl etc.
– 2 tier distribution (HORECA)
Power Multipliers
BreezeCOM
• Indirect Sales
– 2 tier channel
• Distributors/Resellers
• Distributors/integrators
– OEMs
• Farmed-out manufacturing

Rotenberg Winery
• Open Gates twice a year
• Tastings
• Social Media
Keep Your Customers Close
BreezeCOM
• Distributors Meetings
• Visits to customers

BreezeCOM Rotenberg Winery
• Passion & Enthusiasm
• Supporting family
• Flexibility: Pivot when needed
• The team is the key
• FOCUS
• SURVIVE !
(only paranoids survive)
Conclusions

ANY QUESTIONS?
Thank You !

How to Start-up a Start-up - Mihail Rotenberg

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