1. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
RESEARCH CONSULTING
Entrepreneurial
Computer Science
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 7: Art of Raising Capital - overflow
Chapter 8: Art of Partnering
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 Monday Jan 3rd; I plan to review/select on Tuesday & Wednesday.
3 or 4 Files to to ieee.org:
<project_date>.txt: NAMES & ID & CONTACT & ELEVATOR PITCH & PROGRESS REPORT
<project_date>.ppt: investor pitch (.pdf OK too)
<project_date>.doc: executive summary (.pdf OK too)
<project_date>.xls: detailed 5 yr projections (if not in pitch)
All Office files should be viewable in Office 2000 format.
Present on your own laptop! (unless you told me otherwise)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

4. Admin: Virtual VC Session (Sun. Jan 9th)
Planned start at 12noon SHARP, with no-break, to allow: 9 pitches (12’+3’ Q&A) + virtual investing time
PRACTICE with your partner and an alarm clock!
Quiet & Listening during fellow students presentation will be appreciated… 
PRACTICE handling chaos & questions (take/push off)
Final Grade will be adjusted based on Virtual $ earned... (but no penalty if not selected)
Surprise addition to judges panel:
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

5. Ch.7: Frequently Asked Questions (FAQ)
Longest in the book, with a wide variety of questions, yet only a few answers:
“You’re thinking too much.”
“Tell the humble truth.”
“It depends.”
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

6. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.7: Raising Anything
Dear Guy Kawasaki, Following your 10 point format: 1. I am teaching a class on starting a start-up at Ben-Gurion University, Israel (details: 2. The textbook for the class is your book: "The Art of the Start" 3. To my surprise, most of the students can not afford to buy it 4. Turns out the local economics here are radically different from Stanford, where I went to school (yearly tuition around 2 K$, rather than around 20 K$) 5. Would Garage.com consider making a donation to the University Library of about 20 copies of your book? 6. You could consider it a Very Very early Seed investment in Israeli entrepreneurship 7. You could consider it a World Wide Kindness on this ThanksGiving day 8. The address to ship them to if you agree is: Frankel Admin, Bldg 37, Ben-Gurion University, Beer-Sheva, ISRAEL 9. My phone if you have any question is: (10 hours ahead of Pacific time) 10. It's all about Chapter 11 in your book :) Thank you very much for your consideration, Yonah Alexandre Bronstein, PhD
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

7. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.7: Final Wisdom
Arthur Rock (founder of Intel, backed Fairchild Semi, Teledyne, Apple): “If you want to get an investment, show that you will build a business.”
 “Chicken & Egg” problem [bootstrap chapter]
Hunt Green (VC): “Everything is always impossible before it works. That is what entrepreneurs are all about – doing what people have told them is impossible.”
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

8. Ch.8: Art of Partnering Right Reasons
“Spreadsheet” reasons:
Accelerate Cash/Flow
Increase Revenues [Apple-Aldus]
Decrease Costs
And not for:
“Halo” Effect
Silence Critics (e.g. the press) [Apple-DEC]
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

9. Ch.8: Art of Partnering Well Executed
Buy-in from “Middle and Bottom”
Find Internal Champion
Focus on Strengths
Cut Win-Win Deals
Bring in Legal department at the right time (last)
Structure an Ending Process - counter intuitively: it’ll make the partnership more likely to last and work well
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

10. Ch.8: Define Deliverables/Objectives
Precisely, not vaguely, as appropriate:
Additional revenues
Reduced costs
New products and services
New customers
New geographic markets
New support, training, marketing, […] programs
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

11. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.8: Why not done?
Can not come up with specific deliverables and objectives (bad sign: “partnership built on sand”)
Lazyness/Lack of discipline (better )
But still, management work is to cover:
WHAT will each organization deliver?
WHEN will they deliver it?
WHERE will they deliver it?
What INTERIM milestones must be met?
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

12. Ch.8: Good Characteristics
Ensure MIDDLES and BOTTOMS like the deal
Find & Empower internal CHAMPIONS
Make success of partnership SOLE goal of champions
Accentuate STRENGTHS of partners; don’t try to cover weaknesses
Cut WIN-WIN deals (win-lose don’t last long)
Draft a legal document, with an “out” clause, LAST
Beware of “stuck in the belly of a snake…”
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

13. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.8: Art of ing
Concise (ideally, 5 sentences)
Fix subject (remind reader of past encounter) & name
Respond within 24 hours [California work style…]
No CAPS (like shouting) [in USA at least, not cool]
Quote back (for context)
Beware of CC; BCC large groups (for privacy)
WAIT when you HATE! [and then call instead…]
“I have made this [letter] longer, because I have not had the time to make it shorter.” Blaise Pascal
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

14. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.8: Art of Shmoozing
Get out! (“contact sport”)
Ask good questions, then shut up [and listen!]
Follow-up, ideally within 24 hours (it’s rare, and hence will make an impact)
Unveil your passions / or read a lot…
Give favors (esp. to those who can’t help you)
Return favors, and ask for return of favors…
The “Big Karma Scoreboard in the Sky”…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

15. 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.

16. 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.

17. 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.

18. 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.

19. 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.

20. 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.

21. 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…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

22. 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.

23. 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.

24. 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.

25. 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.

26. 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.

27. 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.

28. 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
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.