1. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
RESEARCH CONSULTING
Technological Entrepreneurship
Yonah Alexandre Bronstein, PhD
Session 5
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

2. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Session Outline
Administrative Stuff
Overflow from prev. session: Patents
Homework Check?
Chapter 4: Art of Writing a Business Plan & Executive Summary…
Bring PATENT
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

3. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Administrative Stuff
Class List:
Project decisions made?
I’ll build my list from s (rather than University provided list)
Memory is still my weak point… … so come see me at office hour! 
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

4. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Patents…
General concept of IP protection
Provisional vs. with-Claims
‘Patent Pending' vs. ‘Patent Number ,,,'
US filing vs. Israel filing
PCT & International Extension
Pricing (initial & on-going prosecution, pre- vs. post- investors)
Personal Experience: ASTAV…
First flight of the Wright Flyer I, December 17, 1903, Orville piloting, Wilbur running at wingtip.
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

5. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Homework check…
For Next Session?
“The Project”: 1st draft of Investor pitch (<TBD’s> ok)
“The Art of the Start”: prepare Chapter 4
Students’ turn…
Teach FEEDBACK SKILLS/RAMBAM Sandwitch!
Half way there…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

6. Ch.4: Writing a Business Plan
Note: smallest chapter in the book (BP isn’t critical to investor decision making usually)
Plan is grown from Pitch (not the other way around)
Most important is the first page: Executive Summary (often distributed “stand-alone”)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

7. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.4: Exec. Summary
1st page of the plan  CV (Resume) of the Company
Determines
Whether people will read the rest of the document
Whether people will give you an interview/initial meeting
Needs usual mix of useful facts & emotion generation
A good writer (like a journalist or novel writer) can help…
Remember ASTAV’s lawyer’s advice: “Assume executive summary will end up on competitors’ desks.”
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

8. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.4: Rest of Bus. Plan
Short (max. 20 pages)
Written by one person (team thinking, articulated by one voice)
Bound by a staple (most people want electronic or faxed version)
Simplify financials to two pages
Include other key metrics (number of customers, locations, resellers)
List underlying assumptions ( most useful conversation with experienced investors/VCs)
KEY is E-Motion (so it’s Marketing) but it also has to be True (because to convince others you need to believe it)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

9. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.4: CS Angle?
Where architectural wisdom starts to show
Scalability
Speed of Implementation
QA/Testing strategy
As well as interplay between technical and business
e.g. Open-Source vs. Proprietary
3rd party dependencies/licenses
ADOPTION issues (thought through?)
What could go wrong?
And what would you do about it?
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

10. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.4: Right Numbers
5 years is standard, even though later years are not believed by anyone
Monthly precision up-front (funded part), quarterly estimates later
Investors want to understand
How much total money will be needed until company can survive on its own?
How is this round of money going to be spent?
Different investors/VCs have different taste…
KEY is E-Motion (so it’s Marketing) but it also has to be True (because to convince others you need to believe it)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

11. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.4: Right Reasons
Plan supports investor’s decision, but doesn’t cause it.
Forces the founding team to work together
Helps find and work out overlooked issues
Helps form a strong and cohesive team
Helps discover who should not be on the team…
“In preparing for battle, I have always found that plans are useless, but planning is indispensable.” Eisenhower
Writing clarifies Thinking (and gets everyone on the “same page”)
“Write Deliberate, Act Emergent”
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

12. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.4: Real Examples
ASTAV 05
ASTAV 08 (investor conference format)
Cosmetic Company 1
Cosmetic Company 2
(previous student projects) MiniBARK, SmartAgent
Go to investor/angel conference (usually cheap if you’re not presenting) and learn…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

13. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Q & A ?
For Next Session?
“The Project”: Executive Summary – FYI: MID-TERM (drafts of 3 files) due: Thursday Dec 8 (end-of-day)
“The Art of the Start”: prepare Chapter 5
Just a few TBDs from starting…
Mid-term is mid-way between session 6 & 7.
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.