1. How to Develop a Winning Concept Paper
2017
How to Develop a Winning Concept Paper
Apologize for venue change…due to demand!
Did everyone get some food – we want to make sure you’re happy and content as we begin
How many have already started your paper?
How many are nearly finished with your paper?
How many are still completing you team?
How many are lost and don’t know where to begin?
Admit it, it’s OK…
Dan Jenkins – Technology Entreprenuer
Expert-in-Residence, UCI Applied Innovation
Gina Heitkamp – CEO & Co-Founder
Middle School Moguls

2. agenda welcome & intros rules (collective sigh…)
2017
agenda
welcome & intros
rules (collective sigh…)
whatsa “concept paper”?
suggested format
methodology & considerations
judging criteria
resources and Q & A
workshop!

3. rules!
length: 3 pages max + 1 cover page
cover page:
venture name
teammates names & UCI school affiliations
graduate/undergraduate status
due date: january 30th by 11:59 pm
url:
Does that mean you leave ¼” margins or use 8pt type – NO!
Hey, we’re all old (well, over 40) and need bright light to make things out…
The judges need to be able to easily read and comprehend your submission
Is 1 minute past 11:59 OK? NO!!! Plan accordingly. Short of an eclipse that cuts all power to California that evening, there are no excuses.
n…o......e...x...c...u...s...e...s...!

4. it’s tempting, but don’t throw in the “kitchen sink”
whatsa concept paper?
bizplan; pitchdeck; research paper nope!
method to screen startup ideas
chance to organize your concept & team
evidence of:
-- a market (need/issue/pain/opportunity)
-- a solution (value proposition/benefits)
opportunity to sell your concept & team
a compelling short story !
Old school > world changes too rapidly now > that doesn’t mean you don’t need plans, just not super-detailed
What is it NOT???
An economy of words
it’s tempting, but don’t throw in the “kitchen sink”

5. sounds kinda dull, right...?
It needn’t be or shouldn’t be!
Here are examples of how teams helped judges visualize their concepts
You’re telling a story – make it interesting & compelling
Who likes “boring” – raise your hand
remember, you’re selling your idea and team…
make it interesting & compelling!

6. tailor to your specific track, market & solution
suggested format
introduction/mission: to grab attention
market need: to create urgency
product or service: to develop interest
market potential: to substantiate your claims
advantages/differentiators: to validate approach
business model: to clarify how you make $
team: to provide confidence
tailor to your specific track, market & solution

7. which element is most important?
where do you start?
market
need?
product or
service?
revenue
model?
team
members?
Does a market need exist – tell me about it
How will you solve this need – tell me about your idea
Revenue model -- you mean we need to make money??? How will you do it: fremium; direct sales; licensing; OEM
Team > key, because they must focus & execute
Passion, however, is most important seasoning
which element is most important?

8. methodology & considerations
assign roles: getter; doer; counter; leader
collect market data; refine concept
survey prospective customers
research size, growth rates
segment your market
identify competitors (they always exist)
determine market opportunity
fit product/solution to opportunity
establish competitive differentiators
draft…solicit feedback…iterate
appeal to the head & heart – be passionate!
my mantra: keep it simple…design for grandma

9. overview / introduction / mission
genesis?
story?
problem?
solution?
market?
good stories help people relate & draw them in…
hook them at “hello”

10. market need
evidence of a market/need?
magnitude: vitamin? painkiller?
what’s behind the problem?
how you address need?
customers & attributes?
why will they buy?
charts/images draw the eye, provide relief & communicate a lot of info quickly

11. consider your audience: technical or layperson?
product or service?
evidence of a solution…
problem you’re solving?
need you’re satisfying?
pain you’re addressing?
what is the product or service?
software that enables…
medical diagnostic device for…
programmable chip for telecom that…
specialized services targeted to…
innovative beverage container that…
attributes & advantages?
innovation & differentiators?
IP or “secret sauce”?
consider your audience: technical or layperson?

12. be realistic…address an unserved niche...focus
market potential
market characteristics?
how big now? potential?
growth? new segments?
focus niche? why?
how will you dominate?
how will you target?
how will you connect?
how will you make $$$?
be realistic…address an unserved niche...focus

13. advantages & differentiators
competitors?
their strengths…
their weaknesses…
their vulnerabilities?
compare & contrast
how you compete?
there are always competitors: obvious, indirect, manual and “status quo”

14. give your venture a face…humanize it
team
1 paragraph max
key members
picture
name
role
background
education
experience
previous success
give your venture a face…humanize it

15. cover all bases! utilize all resources!
judging criteria
clear pain / need / opportunity?
clear value prop / solution / benefit vs #1?
defined target market / segment vs #1?
differentiators / competitive edge?
feasible revenue model?
evidence to make #1 thru #5 believable?
how capable is the team?
cover all bases! utilize all resources!

16. resources | Q & A | workshop
Hannah Thompson | Beall Center |
Breanna Bremer | Antreprenuer Center |