1. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
RESEARCH CONSULTING
Technological Entrepreneurship
Yonah Alexandre Bronstein, PhD
Session 11
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

2. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Session Outline
Administrative Stuff
Chapter 9, 10 & 11: Art of Branding, Rainmaking, and Being a Mensch
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

3. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Administrative Stuff
Final Projects DUE end-of-day Wednesday Jan (Executive Summaries go to Print on Thursday.)
3 or 4 Files to to ieee.org:
<project_date>.txt: NAMES & ID & CONTACT & ELEVATOR PITCH & PROGRESS REPORT
<project_date>.ppt: investor pitch
<project_date>.doc/pdf: executive summary
<project_date>.xls: detailed 5 yr projections (if not in pitch)
Warn me if you need to present from my laptop / check your laptop background…  (And what else on podium?…)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

4. Virtual VC Conf:Jan 29 Dress Rehearsal:Jan 22
Conf start at 12noon SHARP, to allow: 9 pitches (10’+5’ Q&A) + investing (You are now an Angel…) + VC feedback
PRACTICE with your laptop & partner & alarm clock!
ATTEND (Quietly & Attentively…)
PRACTICE handling chaos & questions (Take/Push-off…)
Industry Judge (Director bizdev Incubit): Danny Glushenkov
Industry Judge (Mentor of OurCrowd): Ron Moritz
Industry Judge (ex Ocean Capital VC): Ira Machefsky
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

5. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.9: Art of Branding
Gist: make everyone aware of your product/service/corp.
Product
Place
Price
Promotion
Proselytization
But now, information is free, ubiquitous, instantaneous…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

6. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.9: Create Contagion
Cool (iPod vs. other MP3 players)
Effective (negative contagion  end-of-business)
Distinctive (Hummer vs. Toyota)
Disruptive (GUI vs. text-based interface)
Emotive (joy, exceed expectation)
Deep (use it more  discover more capabilities)
Indulgent (Miele “Anything else is a compromise”)
Supported exemplarily (name, & picture of technician?)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

7. Ch.9: Lower Barriers to Adoption
Reduce Complexity (Japanese VCRs vs. IKEA furniture)
Flatten Learning Curve (immediate gratification, right “out-of-the box” usability)
Easy to Use Manual (many pictures, thorough index)
Run a contest among early (beta?) customers…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

8. Ch.9: Evangelists & Community
Conceptually: turning Customers into Partners
Excited customers want to help you (or can be motivated to help you)
Empower them:
Identify the most enthusiastic
Hire a “community leader” (and make it their sole job)
Allocate a budget
Host in your building / Hold a conference (face-to-face contact)
Integrate community into Marketing materials & on-line presence (book cover for “Art of the Start”)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

9. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.9: Achieve Humanness
Feel: Apple, Coca-Cola, Nike vs. Microsoft, Oracle, IBM
Target the young
Make fun of yourself
Feature your customers
Help the underserved and underprivileged (Hallmark Cards, HP “community time”)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

10. Ch.9: Publicity vs. Advertising
Difference: advertising is bought, publicity is what journalists or writers (bloggers) decide to write…
Create buzz (IKEA in East Palo Alto)
Make friends before you need them (“lesser” reporters)
Use a riffle, not a shotgun (“laser sharp” marketing)
Stay a friend in tough times (“foul-weather friend”)
Tell the truth (so the press will believe you)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

11. Ch.9: Art of Speaking, Designing T-Shirts,…
A lot of helpful tips…
… go borrow “Reality Check” from Prof. Dolev’s library
[19 copies available, and it’s kind of a very expanded version of “Art of the Start”]
Specifically before next Sunday: Chapter 46 p. 215
And learn from this video on Voice & Presence…
Break after video
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

12. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.10: Art of Rainmaking
Gist: magically generating lots of business.
Let 100 Flowers Blossom (notice & grow unintended customers)
Pick right Lead Generation method (seminars vs. telemarketing, “sold” vs. “bought” for start-ups)
Find Key Influencer (DBA 3 in jammed cubicle)
Respect & Value “gatekeepers” (understand, show gratitude but not bribery, never complain about them)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

13. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.10: More tips…
Reference accounts: easier to get a non-user than a previous product user
2 Ears & 1 Mouth: ask good questions and listen!
Enable (free) “test drives”
Provide a safe & easy first step (not: throw out your old stuff)
Learn from rejections (what to improve / who to avoid)
[Re-read this chapter when you get closer to here…]
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

14. Ch.11: Art of Being a Mensch
Gist: Yashar ve Chessed ? …in a business advice book ?
Helping lots of People
Doing what’s Right
Paying back Society
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

15. Ch.11: Helping lots of People
Heaven = Airplane with Economy, Business and First Class: How do you get upgraded ?
3 Reasons to help someone who can not help you:
You never know, they might be able to help you someday…
You want to accumulate “frequent helper miles” just in case Kawasaki’s Heaven theory is true…
You get joy from helping a fellow human…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

16. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.11: Doing what’s Right
In business?
Observe the Spirit of Agreements (e.g. commission on late sale)
Pay for What you Get (e.g. ordered 14kt gold rings, and got 18kt)
Focus on What’s Important (e.g. CA-based accountant planning to work at night for year-end accounting, says she had a 12 hour day and is totally exhausted…)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

17. Ch.11: Paying back Society
You don’t have to wait till you’re very rich:
$$: 10% of profit (may not be big initially, that’s OK)
Time: HP allowed employees a few hours per month of community service
Expertise: you land in a new country, where for the past 60 years, others have fought the wars, built the towns, roads, and trains: find a University where students might benefit from your experience… 
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

18. Ch.11: The Most Important Lesson
“A good barometer to determine whether something will be of benefit materially, is whether it is the proper thing to do spiritually. A business venture that implies breaking your moral principles will also be detrimental materially.
At times, we experience tremendous pressure when our ethics seem to stand in the way of success --but this is only an illusion. The spiritual and the material are in conflict only to our subjective eyes. In fact, they work in harmony as one.”
the Lubavitcher Rebbe
Leave on screen
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.