Launch of product/company in term of communication, analyzing Robert Scoble’s recipe; Yellow Pages for startuppers (startup directories, tech magazines, magazines in your field/market, etc.). Discover on/off line resources, what is an incubator and what are certified incubators and which characteristics have public, private and university incubators. A new way to work – coworking - with its italian examples and finally some networking recurring events.
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Course program
1. Italian Startups
2. Set up a startup in Italy
3. I've got an idea. And now?
4. Market and costs
5. Value analysis and business model
6. Business Model Examples and Pitch
7. Communicate, communicate, communicate
8. Being net
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Today's table of content
1. Community
2. Networking
3. Coworking
4. Incubators
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Communicate3: quick recap
Past slides available on Slideshare @ubifrieda:
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https://www.slideshare.net/ubifrieda/
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Communicate3: quick recap
• During last lesson we discussed what are my needs in
term of communication and how I can satisfy them.
• To reach this goal we investigated the landscape,
starting from Cluetrain Manifesto and going through
some definitions (Social media, in comparison with
industrial media, social networks, networked publics).
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Communicate3: quick recap
Analyzing the social media timeline, we arrived to outline
how to create an effective message: my benefits, why
customize and fix, usefulness of groups and habits, the
importance of immediacy and schedule, the use of
different communication techniques.
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Communicate3: quick recap
Finally we decided that having rules is important and we
try to outline which rules are essential:
• Conversational and listening rules
• Blurring of public and private
• Storytelling
• Objectives
and how everything is summarized in the editorial plan.
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Robert Scoble’s recipe /1
“The best launch is
if you have a product that
other people like using so much
that they tell other people about it.”
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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
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Robert Scoble’s recipe /2
“What you want to do is have a story that travels to the
people who are most likely to need your product.
It all starts with a story.
So, the right way to launch is to have a story. Then try
that story out on some early adopters. Do they go "no
way!" Or do they look bored?”
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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
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Robert Scoble’s recipe /3
Start asking the right question:
• How can I get Oprah Winfrey to see my product within a
year?
• How can I get to be a featured app in the Apple app store?
• How do I make a product so strategically important that
Steve Jobs buys it within a month.
• How do I make a product that's so sticky and viral that it
gets people to tell at least five other people about it.
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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
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Robert Scoble’s recipe /4
Things you need to do to launch a company:
1. Make a blog.
2. Make a YouTube video channel.
3. Start Tweeting.
4. Get a Facebook Page.
5. Get a LaunchRock or KickoffLabs site.
6. List your company on Angel List (and StartupLi.st, CrunchBase, etc).
7. Figure out the 10 journalists you want to have see your product before you
launch
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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
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Robert Scoble’s recipe /5
• So, what's your story?
• A sizeable part of having a great story is also hitting
the market at the right time.
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http://www.quora.com/Whats-the-best-launch-strategy-for-a-web-startup
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Dissemination
Publish something about you on as many interesting website as
possibile:
• startup directories
• tech magazines
• magazines in your field/market
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Have a look to Giuliano Iacobelli's list:
• http://www.giulianoiacobelli.com/startup/pianificando-il-lancio-della-
vostra-startup-le-basi
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Useful on/off line resources
• Hangouts and events
• Co-working, Fablabs, Makerspace, social incubators
• Community leaders
• Media
• Business Plan competition, startup events
• Incubators and accelerators
• Investors, etc.
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http://www.chefuturo.it/2013/01/i-primi-100-contatti-e-anche-di-piu-per-chi-vuole-fare-startup-in-italia/
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Incubators
Business incubators are programs designed to support
the successful development of entrepreneurial
companies through an array of business support
resources and services, developed and orchestrated by
incubator management and offered both in the incubator
and through its network of contacts. Incubators vary in
the way they deliver their services, in their organizational
structure, and in the types of clients they serve.
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http://en.wikipedia.org/wiki/Business_incubator
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Incubator services
• Help with business basics
• Networking activities
• Marketing assistance
• High-speed Internet access
• Help with accounting/financial management
• Access to bank loansHelp with presentation skills
• Links to higher education resources
• Links to strategic partners
• Access to angel investors or venture capital
• Advisory boards and mentors
• Management team identification
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http://en.wikipedia.org/wiki/Business_incubator
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Certified incubators
• Startup Regulation introduces “certified incubators for
innovative startups”.
• The startup incubator or accelerator must verify if
specific requirements concerning the startup’s
physical structures, management, facilities and, above
all, its track record, are fulfilled. In this way, the law
aims to identify the structures that are able to offer
efficient incubation services in Italy. Certified
incubators can benefit from some instruments
provided for by the law.
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http://bit.ly/11f2mtq
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Public incubators
• Are supported by public sponsors and are non-profit.
Usually public authorities are the major stakeholders
and play an important part in the definition of the legal
status of the incubators and in their management,
frequently supported by a broadly-based partnership of
public authorities and institutions such as a Chamber
of Commerce, Municipality, Province, Region, Banking
Institutions, and various business associations.
• Typically, they are multi-purpose and the activities of
their occupants span all the traditional-economy
business sectors as well as some hi-tech ones.
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http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf
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University incubators
• They usually concentrate on promoting hi-tech start-
ups developed by their students, researchers and
professors. Their objective is to foster the industrial
applications of the knowledge generated through
academic research activities.
• They have a strong connection with research labs and
are often focused on the area in which the founder
university specializes.
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http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf
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Private incubators
• Are usually profit-making.
• The number and type of organizations making up
private incubator partnerships varies from individuals
to groups consisting of several private companies and
organizations.
• Most of these incubators invest almost exclusively in
one business sector. They contribute to the success of
the start-ups in several ways, including the availability
of specialized professionals who work with the start-
ups own staff.
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http://www.rivistapolitecnico.polimi.it/rivista/politecnico_rivista_9.18.pdf
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Why incubators
If incubation period is succeful, my startup has more
chances (87% versus 44%)
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Italian incubators
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http://wiki.startupbusiness.it/Incubatori_d%27impresa_e_parchi_scientifici_e_tecnologici_italiani
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Coworking
• Coworking is a style of work that involves a shared
working environment, often an office, and independent
activity. Unlike in a typical office environment, those
coworking are usually not employed by the same
organization.
• Coworking is also the social gathering of a group of
people who are still working independently, but who
share values, and who are interested in the synergy
that can happen from working with like-minded
talented people in the same space.
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http://en.wikipedia.org/wiki/Coworking
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Coworking principles
Coworking is not only about the physical space, but
about establishing the coworking community first. Its
benefits can already be experienced outside of its
spaces, and it is recommended to start with building a
coworking community first before considering opening a
Coworking space. However, some coworking spaces
don't build a community: they just get a part of an
existing one by combining their opening with an event
which attracts their target group.
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http://en.wikipedia.org/wiki/Coworking
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The Hub
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http://www.youtube.com/watch?v=2frIvdnmfMQ
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http://www.the-hub.net/
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Fab Lab
• A fab lab (fabrication laboratory) is a small-scale
workshop offering (personal) digital fabrication.
• A fab lab is generally equipped with an array of flexible
computer controlled tools that cover several different
length scales and various materials, with the aim to
make "almost anything". This includes technology-
enabled products generally perceived as limited to
mass production.
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http://en.wikipedia.org/wiki/Fab_lab
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H-Farm Screening Criteria
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http://marketingarena.it/2012/11/26/10-domande-scomode-a-h-farm/
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Startup Saturday
http://www.startupsaturday.it/
Many opportunities:
• Workshop
• Elevator Pitch Competition
• Idea Jam Session
• Speed Pitch Date
• Startup Outing
• Job Posting
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Italian Startup Scene (ISS)
Facebook group for italian startupper, entrepreneurs,
investors, bloggers, developers and anyone interested in
startups and venture capital.
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http://it.startupscene.org/
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TechGarage
• It’s an italian association which aims to connect
• Grassroot innovation
• business angel, seed funds and independent venture
capital
• companies
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http://techgarage.eu/
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Working Capital
It’s a program by Telecom Italia, which offers 40 grants (25k€) and:
• enter an acceleration program that last 4 months; the selected startups
will be supported by mentors coming from the entrepreneurial, Venture
Capital and academic world
• “Seed Investment Program” launched by the Telecom Italia Group,
who will invest 4.5 Million Euros over the next 3 years in startups’
equity or stock options
• access to the “Crowdfunding Platform” (reward and equity based),
where ideas and projects can find investors in community members and
get funded.
• enter “Albo Veloce”, Telecom Italia group’s supplier register
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http://www.workingcapital.telecomitalia.it
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..and also
• Crunchbase: worldwide startup directory
• Angelist: platform dedicated to startup and angel investors
• Startupgenome: worldwide startup directory with local
communities
• StartupItalia!: italian startup directory and lots of news
• Intesa Sanpaolo Startup Initiative: program dedicated to
innovative startups creating social projects
• PitchCloud: communities where you can present your pitch and
receive a feedback
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