ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. RESEARCH CONSULTING Entrepreneurial Computer Science Yonah Alexandre Bronstein, PhD alex_bronstein@ieee.org Session 1 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Session Outline Meta Stuff (about the class) Overall Flow of a Start-Up (per G. Kawasaki) Chapter 1: Art of Starting (diving in) “The Project”…(rules & brainstorm) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Meta Stuff: Class Goal? Increase your effectiveness at building a function: ƒ ƒ:CS  C$ And avoiding the more common function: ƒ0:CS  0$ Therefore I’m here as a Consultant for your Start-Up… ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Meta Stuff: Class Deal I bring: 6 years bringing ASTAV from birth to 1000+ paying users of our Identity Fraud Protection technology 6 years in other Silicon Valley start-ups BS in Math, MS and PhD in CompSci, from Stanford University 25 years in Silicon Valley (incl. 1st Windows NT port to DEC…) You bring: Technological Freshness (from #1 technical place in the world…) Dreams Enthusiasm/ENERGY! ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Meta Stuff: Readings Main course textbook: Guy Kawasaki, "The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything", Portfolio, 2004. Available at: http://www.amazon.com/Art-Start-Time-Tested-Battle-Hardened-Starting/dp/1591840562 Optional counterpoint: David Packard, "The HP Way: How Bill Hewlett and I Built Our Company", any edition. Available at: http://www.amazon.com/HP-Way-Hewlett-Business-Essentials/dp/0060845791s ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Meta Stuff: Homework Homework: each chapter in “The Art of the Start” is expected to have been read before the corresponding session (the more you know of the basics, the more I can go into details…) “The Project” will be a (toy) start-up, with Kawasaki’s recommended PowerPoint & Doc, and which will remain owned by the student, to pursue as they wish… (MID-TERM grade given to get everyone started early, and expectations set right…) In 1962, Fred Smith entered Yale University. While attending Yale, he wrote a paper for an economics class, outlining overnight delivery service in a computer information age. Folklore suggests he received a C for this paper although in a later interview he claims that when asked he told a reporter "I don't know what grade, probably made my usual C". "Credibility... What do we sell? We sell trust. We thought we were selling the transportation of goods. In fact, we were selling peace of mind. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Meta Stuff: Grading 25% class participation/effort (what you put in is what you get out) 75% project: PowerPoint Pitch (and how much $$ it raises at the Virtual VC Final…) Executive Summary Doc Real-World Interactions/Progress …if your “toy start-up” gets FUNDED  100/100  (note: OPM $$ required…) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Overall Flow: Why? “The End is Wedged in the Beginning” An architect has a Vision of the final Form & Function of a building before they start drawing the Blueprint/Plan... Therefore Overall View of the Startup Lifecycle tells you: “Where are we going?” “Where are we now?” ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

Overall Flow: Lifecycle CAUSATION (seed / theorem) Chapter 1: Art of Starting ARTICULATION (planting / writing the formula) Chapter 2, 3 & 4: Art of Positioning, Pitching, Writing a Business Plan ACTIVATION (watering seedling / base case: n = 1) Chapter 5, 6 & 7: Art of Bootstrapping, Recruiting, Raising Capital PROLIFERATION (grow tree / recurse: n  n+1) Chapter 8, 9 & 10: Art of Partnering, Branding, Rain Making OBLIGATION (share the harvest) Chapter 11: Art of being a Mensch ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

Overall Flow: Who should Do it? DOING is key (different from thinking, understanding, explaining, talking) Kawasaki: “being an Entrepreneur is a state of mind” (wanting to change the world) Disagree: it’s a state of emotion (almost everyone wants to change the world, rather there must exist TRUST that one CAN change the world) EQ [Daniel Goleman] / AQ [Paul G. Stoltz] rather than IQ ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Overall Flow: CS Angle? Turing machines are UNIVERSAL (maximally broad applications) CS evolves recursively hence quickly (constant opportunity for new entrants) Simple to deploy world-wide (large $$$ return potential) Cheap to proto (software) / design & patent (hardware) (small initial $ required) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.1: Meaning What GOOD will your organization do? (little to read/do “outside” & lots of “inner” asking) ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Ch.1: Mantra /Tag Line Mantra: 2 to 5 words Mission to inspire Workers (Repeat to inspire, energize, re-energize, re-energize, re-energize, …) Tag Line: 2 to 5 words Suggestion to Customers, as to how/why use your product/service (Repeat to impress, impress, impress, …) Examples: Nike: “Authentic athletic performance” / “Just Do It.” ASTAV: “Making cyberspace a humane place” / “Safety Bolts for Web Doors” KEY is E-Motion (so it’s Marketing) but it also has to be True (because to convince others you need to believe it) E-motion! ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

Ch.1: Real World Examples What do you think is the Meaning/Mantra in: HP MSFT Google Yahoo! Compare: Wall Street Journal (Tech section) June 9,08 report on “All Things Digital”, D6.AllThingsD.com ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. The Project Definition Process Let’s START! ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.

ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. Q & A ? Next session? “The Art of the Start”: read Chapter 1 “The Project”: define & hand-in: Meaning & Mantra Team Making cyberspace a humane place.SM Thank you. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing.