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Harvard innovation lab : Michael J Skok : Startup Secrets : Roadmap 
Roadmap to Success 
STARTUP 
An insider’s guide to un...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Why are we here? 
• Frequently asked questions: 
–...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Tonight’s Agenda – 3 things:- 
1. Startup Secrets ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Macro: Building an enduring 
company… 
Vision / Mi...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Dots? 
Vision / Mission 
Value 
Prop … 
… 
… 
…
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Steps… 
Ideation Confirmation Creation Validation ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
First step: roadmap 
Increasing VALUE 
But unlikel...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
The roadmap to success… 
• What will yours be ? 
I...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
The roadmap to success… 
• What will yours be ? 
•...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
The roadmap to success… 
• What will yours be ? 
•...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
A good first step… 
• Some kind of ROADMAP to exec...
Harvard innovation lab : Michael J Skok : Startup Secrets : Roadmap 
START UP 
An insider’s guide to unfair competitive ad...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Perfect Pitch Checklist 
• Example: 
– Team 
– Val...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
What’s your story?
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
What’s your story? 
• Two important parts 
– You 
...
Example: Equallogic 
Lots of “great” ideas.. 
Settled on Storage - 
Since we were uniquely qualified to tackle the problem
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Introducing Paula Long… 
Paula’s story? 
17
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
My story… and score board so far 
Founder 
Post-A ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Macro: Building an enduring 
company… 
Vision / Mi...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
STARTUP 
An insider’s guide to unfair competitive ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Valueless Proposition 
Build Ideas 
Test 
“If you ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Value Proposition 
Gain Pain 
Value 
Prop 
Evaluat...
Example: Equallogic 
Lots of “great” ideas.. 
Settled on Storage - 
Since we were uniquely qualified to tackle the problem
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
EqualLogic – Value Proposition 
Lots of “great” id...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
MVP: Minimum viable product 
or Minimum Viable PRO...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Problem?
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
If you want to build a billion dollar 
business… 
...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Data Storage… 
Market: 
Mid-tier Storage: 
• $3B i...
Storage Dilemma for Mid-Sized Enterprises 
Enterprise-Class Pain Compounded by Limited Budgets & IT Resources 
 Relentles...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Value Prop 
For 
Small and Med size companies that...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Value Proposition – as a story…
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
After Before
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Value proposition story 
• Before… 
– Deployment o...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Examples, case studies 
• PROOF of what you do uni...
Dickinson Wright, PLLC 
Unlocking the Full EqualLogic Value Proposition
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Case Studies 
Submit one on startupsecrets.com - f...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Market opportunity
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Market opportunity 
• Broadening of problem statem...
Rapidly Growing Market Opportunity 
iSCSI SAN is the Fastest Growing Storage Segment 
Source: IDC, May 2007
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Market opportunity 
• Broadening of problem statem...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Macro: Building an enduring 
company… 
Vision / Mi...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
STARTUP 
An insider’s guide to unfair competitive ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Vision & Mission 
• How the market will evolve? 
•...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Check: Vision or Hallucination? 
Visions and hallu...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Summary: A good first step… 
• Some kind of ROADMA...
Replacing Grey with a Photo 
on Slides (in Slide Master): 
Insert and place photo, then 
change its “order” by clicking 
“...
An Entrepreneur’s and Investor’s Dream … 
From Attic to IPO $1.4B Acquisition in 6.5 Years 
November 5, 1007 
Dell To Buy ...
Prologue 
 First-time founders with limited executive experience 
 Founded in a gloomy economic environment 
 Challengi...
Most Experts Thought We’d Fail… 
 Building a box 
 Unproven Protocol (iSCSI) 
 Using SATA disks in a storage array 
 S...
EqualLogic’s Roadmap 
2001 2002 2003 2004 2005 2006 2007 
Sell company 
NEWCO 
founded
EqualLogic’s Excellent Adventure 
Strongly positive 
user & VAR beta feedback 
Series A 
financing 
Series C 
financing 
2...
EqualLogic’s Excellent Adventure 
Strongly positive 
user & VAR beta feedback 
Series A 
financing 
Series C 
financing 
S...
Ingredients to Build a Successful 
Enterprise Company 
Ingredients 
 Large Addressable 
Market 
 Radically Simplify or 
...
You Own It… 
 Adherence to vision 
 Built what was necessary, not necessarily what would 
be fun 
 Unwavering commitmen...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Welcome Neoclosure 
55 
Grace Teo and Kavita Ragha...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Neoclosure: magnetic seams 
Value Proposition: 
• ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Let’s help Neoclosure with their 
Roadmap… 
• Valu...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Neoclosure roadmap? 
Increasing VALUE 
Decreasing ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
What are you missing? 
How much of this is incompl...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Incomplete stand outs are better than 
complete st...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Do you have the right questions?
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
What questions should 
Neoclosure be asking? 
How ...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
What else are you missing?! 
How much of this is i...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Stages - investment 
Ideation Confirmation Creatio...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Complete Startup Secrets Workshops 
1. Startup Roa...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Upcoming Workshops 
See http://mjskok.com/events f...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Sign up at … 
www.startupsecrets.com 
mjskok.com 
...
Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap 
Thank you… 
Paula Long, Data Gravity 
69 
and Grac...
Harvard innovation lab : Michael J Skok : Startup Secrets : Roadmap 
Thank You! 
STARTUP 
SECRETS 
#startupsecrets 
MICHAE...
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Harvard innovation lab : Michael Startup Roadmap Workshop

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Harvard innovation lab : Michael Hi J Skok : Startup Secrets : Roadmap
What’s your story?
• Two important parts
– You
– Story
• How they intersect
– What opportunity have you uncovered?
– Why are you uniquely suited to address it?

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