Mentoring session on viability @ Service jam ZAZ 2013.

1. project viability!
PEDRO MATA!
SUNDAY, March 3! [Aragon Invierte]!
!
10.00 – 10.15 !

2. methodology!
QUESTIONS! TO THINK…!
!
Basic questions to value the Ideas that can help you answer
viability of your startup! the questions

3. value proposition!
QUESTIONS! TO THINK…!
Stay focus!
What are your customers going
Could you describe your to exchange their wealth for?!
business in one line?! • Good alternative to the
How did you arrive to this competition !
proposition?! • Offer a disruptive product!
• Features that customers
requested!
• Solve a customer problem !

4. differentiation!
QUESTIONS! TO THINK…!
Only two generic strategies!
What makes you different?! Coherence!
‘gotta know your customers &
!
competitors!
Is your marketing / commercial / Tools: Porter’s five forces model
financial strategy adequate to value curve !
your positioning?!
key success factors!
! in-market positioning strategies!
S-T-P!

5. differentiation!
TOOLS!
Factor 1!
þ
þ
þ
Factor 5! Factor 2!
Factor 4! Factor 3!
þ
þ
Variable 1 Variable 2 Variable 3 Variable 4 Variable 5 Variable 6 Variable 7
Key success factors! Value curve!

6. differentiation!
TOOLS!
Value proposition Competitor Estrategy Variable 1 Variable 2 Variable 3
123abc a
K K J
Threat of
Whatever 456def a
J K J
new
entrants!
789ghi b
L L K
Positioning analysis!
Bargaining Bargaining
power of Competitive power of
Rivalry!
suppliers! customers!
Threat of
substitute
products!
Porter 5 forces model! SèTèP!

7. market!
QUESTIONS! TO THINK…!
Who are you going to sell to?! Are your customers reachable?!
! How do you know your
customers’ needs? Market
What is your go-to-market Reseach !
strategy?!
Which channels are you going to
! use? Are channels part of your
What is your potential market differentiation strategy?!
value in euros/dollars?! Is your market too small/big?!

8. competitive advantage!
QUESTIONS! TO THINK…!
Do you have any sustainable Can you be copied? If so, do
competitive advantage?! you have any kind of protection?
Patents, trade marks, utility models,
Do your capacities pass the or any other IPR!
criteria (Valuable –they can
neutralize threats-, Rare –not Team issues: Capacities,
generally possessed-, Costly to capabilities, experience,
Imitate, Non Substitutable)?! previous failure… !

9. resource management!
QUESTIONS! TO THINK…!
Do we have any switching
Which are those resources that
costs? Do our competitors have
are basic to our strategy?!
switching costs?!
!
Are there other barriers to entry /
Do we have to establish any exit?!
alliance? Are our allies bigger/
Can we set some kind of lock-
smaller… than us?!
in?!

10. financial issues!
QUESTIONS! TO THINK…!
The importance of one sale –
Are we concentrated on selling?! from seeds to startups!
! How to finance growth –Working
What is our operating leverage Capital Requirements!
structure?! Strong impact of cost on the
! bottom line!
Cash is GOOD!!!!! Variable costs, contribution
margin & break even !

11. financial issues!
EXAMPLES!
Sales 60,0 100,0%
- Variable costs 33,0 55,0%
= Contribution Margin 27,0 45,0%
- Fixed Operational Expenses 20,0 33,3%
= EBITDA 7,0 11,7%
- Depreciation & Amortization 10,0 16,7% Which structure is better?!
= EBIT -3,0 -5,0%
- Interests 3,0 5,0% COMPANY A COMPANY B
= EBT -6,0 -10,0% Euros (€) % Euros (€) %
- Taxes 0,0 0,0% Sales 100.000 100,0% 100.000 100,0%
= Net Profit -6,0 -10,0% - Variable Costs 60.000 60,0% 30.000 30,0%
= Contribution Margin 40.000 40,0% 70.000 70,0%
+ Addback Dep. & Amort. 10,0 16,7% - Fixed Costs 30.000 30,0% 60.000 60,0%
= Operating Cash Flow 4,0 6,7% = EBIT 10.000 10,0% 10.000 10,0%

12. financial issues!
QUESTIONS! TO THINK…!
Will we require additional funds
in the future?!
What are our investment needs?!
!
!
Are we going to create value to
How are we going to finance our our investors?!
startup?!
!
Is there an exit strategy?!

13. business model!
QUESTIONS! TO THINK…!
Is it feasible?!
!
Do we have a business model
that stresses our differentiation?!
!
Are we creating value?!