1. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
RESEARCH CONSULTING
Entrepreneurial
Computer Science
Yonah Alexandre Bronstein, PhD
Session 3
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

2. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Session Outline
Administrative Stuff
Chapter 2: Art of Positioning
Homework
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

3. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Administrative Stuff
Schedule:
Off for Hanukah Sunday Dec. 5
Back on Sunday Dec. 12, G_d willing…
Projects:
Anybody still without a project?
Anybody trying to go it alone?
Shiduch time at break… 
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

4. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: Positioning
“Bugs Bunny / Road Runner” (1979 cartoon movie)
Wile E. Coyote:
I’m a coyote
You’re a rabbit
I’m going to eat you for lunch.
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.

5. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: Definition
G. Kawasaki “The heart & soul of a new organization”
Why the founders created the organization
Why customers should patronize it
Why good people should work at it
“What do you do?”
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.

6. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: Major Qualities
Positive (benefits to users vs. destroy competition)
Customer-Centric (about them vs. not about you)
Empowering (what good will come from the work vs. $)
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.

7. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: Minor Qualities
Self-Explanatory (no PhD required to figure it out)
Specific (immediately understand if you are a target customer, “Laser-sharp” Y. Cohen CEO Mainsoft)
Leverage Core Competencies (what you’re good at)
Relevant (matches customers’ core needs/pains)
Long-Lasting (aim for 10 years)
Differentiated (honor your competition)
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.

8. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: Start with NICHE
Market segment which is:
Small enough to get started (ignored by existing competition)
Big enough to generate some revenues
Aka “Beachhead”
Microsoft started with BASIC for CPM…
HP started by making a better scope:
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.2: Name
G. Kawasaki: a Name has key practical aspects:
Have a first letter early in alphabet (Yahoo! did ok though)
Avoid numbers (confusing to spell)
Verb potential (e.g. “Xerox”)
YAB: a Name also means a lot…
“Microsoft” is self-explanatory
“Hewlett-Packard” were 2 men who worked as an incredibly tight team for the rest of their lives…(witness office arrangement)
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.

10. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: CS Angle?
If CS is the Market, then know its culture:
Windows/Mac/Linux users have different taste
And different driving emotions (economy vs. simplicity vs. control)
If CS is NOT the Market, then understand the expectations/needs:
Reliability
Availability
Speed (response-time vs. throughput)
VISIBILITY (do they have to know there is a hardware/software inside?) …
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

11. Ch.2: Personal Experience
Positioning in:
GAIN
DDS
VERITAS
ASTAV
BEZEQ?
EL AL?
(your choice)…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

12. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
GAIN: Positioning
Founded GAIN to bring true multimedia support to Relational DataBases
Customers will have expanded capabilities (e.g. training field)
Workers will revolutionize the DB industry
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

13. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
DDS: Positioning
Founded Xerox DDS to let Xerox capitalize on Xerox Palo Alto Research Center’s inventions
Customers will get new technologies they never imagined
Workers will play with really cool stuff
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

14. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
VERITAS: Positioning
Re-Founded VERITAS to create reliable storage in software (Phoenix reborn from ashes from 1st attempt)
Customers will have truly reliable storage much cheaper than before
Workers will make the world better by ending the pain of storage failures/losses for many more people
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

15. ASTAV: Positioning
Founded ASTAV to suppress Abuse in Cyberspace (abuse then became fraud)
Customers will get less hurt/annoyed
Workers will make the world a nicer place, and accumulate stock while working part-time
NOPHISH online - NOPHISH onDISK
“What about that little company who just demo’d here? It’s low tech, simple, and it works!” – Professor Partha Dasgupta, security expert, Arizona State University
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

16. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: Personalize
All interactions will be with humans…
Better at extrapolating from self, then projecting from generalities
Care more about self, then general groups
Examples:
“What will happen to Rocky” vs. “What happens to millions of pets”
Life insurance advertisements…
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.

17. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.2: “Elevator Pitch”
Concept: for 30 seconds, captive audience in elevator 
Example “Bugs Bunny / Road Runner” Wile E. Coyote says:
“Allow me to introduce myself. My name is Wile E. Coyote… Genius. I am not selling anything, nor am I working my way through college, so let’s get down to cases. You are a rabbit, and I am going to eat you for supper. Now, don’t try to get away! I am more muscular, more cunning, faster, and larger than you are… and I’m a genius. Why, you could hardly pass the entrance examinations to kindergarten. So, I’ll give you the customary two minutes to say your prayers.”
Students’ turn…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

18. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Homework…
Read Chapter 3 (and see LifeInsurance video) and
APPLY Chapter 2 to “The Project”:
Figure out (1st try) Positioning
Create a 30 second Elevator Pitch for your Start Up, and add it to the text file (below student names, ID’s, etc..)
Meditate on Avraham alone against the whole world, and still moving forward…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.