1.
12 good and bad ideas
in entrepreneurship
olivier@oezratty.net, http://www.oezratty.net, @olivez
HEC Startup Day, November 8th 2013

2.
1
starting alone

3.
social
background
language,
country
curiculum
diversity
experience
and skills
age
gender

4.
2
outsource strategic roles

5.
3
business model
before value model

6.
situation
problems
customers
legacy
solution
segmentation
problem value
labs
solution
x
problem volume
price
constraints
cost constraints
go to
market
technology
product
business plan
price
selling model

7.
4
selling the product
and not the value

8.
marketing pitch
sales pitch
product benefit
taylored for the
customer
1
what the
product does
2
3
difference
between the
product and
the situation
difference
between the
product and
the situation
for the given
customer
segment
perceived added value
vertical customization
of the product benefits
4
difference
between
customer
pain points
and product
solution
customer legacy pain
points & related costs
pain points of specific
customer segments
let the customer
talk about his/her
pain points

9.
4
bis
forgetting the product

10.
5
lack of strong
differentiation

11.
selling users data
social-local-mobile
bitcoin
3D printing
augmented reality

12.
6
becoming a service vendor

13.
service
tooled service
product
customer request?
segmentation?
long/short term revenue?
investment?
scale?

14.
services
consulting
training
specific code
settings
product
API
settings tools
product

15.
self

16.
7
forgetting
the strenghts of platforms

17.
platform
company
product
feature
software tools
outlook, adobe premiere & photoshop plugins
too many startups here

18.
35,0%
30,0%
internet
25,0%
software
platforms
Internet
20,0%
semico
Software
IT Services
15,0%
Telecommunications services
IT services
Media
Semiconductors
telecoms
10,0%
commodities
Technology Hardware & Equipment
media
hardware
5,0%
0,0%
2005
2006
2007
2008
2009
2010
-5,0%
Source: Forbes 2000 compilation, public companies

19.
8
not wanting investors

20.
9
underestimating the cost
of marketing and sales

21.
sales cycles metrics
press, blogs
ads, SEO
events
awareness
%
video
web site
demos
consideration
%
test
freemium
evaluation
%
usage
subscription
good user experience
usage
support and roadmap
selection
%
satisfaction
%
social networks opinions
press quotes
referal
%
subscriptions
up-sell, cross-sell
loyalty

22.
marketing and cardinal sins

23.
10
Europe first, then USA

24.
11
pivoting will save us

25.
12
following the rules

26.
vier Niel, Free

27.
Marc Simoncini, Meeting, Jaina
Jacques–Antoine Granjon, Vente-privee

28.
Henri Seydoux, Parrot

29.
Ariel Garten, Interaxon

30.
Anina, 360Fashion

31.
start as a team
insource strategic roles
solve value and volume problems
sell the value with the product
create a strong differentiation
build a scalable solution
create a platform
seek investors to faster growth
carefully plan marketing and sales
the USA drives the ww market
work hard on the idea and test it
break the rules cleverly

32.
olivier@oezratty.net, http://www.oezratty.net
freelance digital media strategy expert helping startups and large organizations shape their product,
ecosystem and business strategies.
involved in many startup and innovation communities: coaching and doing startups due diligences for
investors, working with corporations in the telecom and media industry sectors and teaching as guest
university speaker.
shares his in-depth industry analysis and creative common licenced reports on his blog "Opinions
Libres" (free opinions, http://www.oezratty.net) including a Digital Economy Entrepreneurship Guide
(17h edition) and a thorough 270 pages report on the Consumer Electronics Show published every year
since 2006.
also a seasoned photographer and author of the photo project “Some Digital Women !” on
http://www.qfdn.net.
beforehand, was a software development engineer and R&D lead at Sogitec, a wholly owned subsidiary
of Dassault Aviation, and had various marketing and business positions at Microsoft France from 1990
to 2005, including Chief Marketing Officer.