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

2. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Session Outline
Meta Stuff (about the class)
Overall Flow of a Start-Up (per G. Kawasaki)
Chapter 1: Art of Starting (diving in)
“The Project”…(rules & brainstorm)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

3. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Meta Stuff: Class Goal?
Increase your effectiveness at building a function: ƒ
ƒ:CS  C$
And avoiding the more common function:
ƒ0:CS  0$
Therefore I’m here as a Consultant for your Start-Up…
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

4. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Meta Stuff: Class Deal
I bring:
6 years bringing ASTAV from birth to paying users of our Identity Fraud Protection technology
6 years in other Silicon Valley start-ups
BS in Math, MS and PhD in CompSci, from Stanford University
25 years in Silicon Valley (incl. 1st Windows NT port to DEC…)
You bring:
Technological Freshness (from #1 technical place in the world…)
Dreams
Enthusiasm/ENERGY!
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

5. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Meta Stuff: Readings
Main course textbook: Guy Kawasaki, "The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything", Portfolio, Available at:
Optional counterpoint: David Packard, "The HP Way: How Bill Hewlett and I Built Our Company", any edition. Available at:
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

6. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Meta Stuff: Homework
Homework: each chapter in “The Art of the Start” is expected to have been read before the corresponding session (the more you know of the basics, the more I can go into details…)
“The Project” will be a (toy) start-up, with Kawasaki’s recommended PowerPoint & Doc, and which will remain owned by the student, to pursue as they wish… (MID-TERM grade given to get everyone started early, and expectations set right…)
In 1962, Fred Smith entered Yale University. While attending Yale, he wrote a paper for an economics class, outlining overnight delivery service in a computer information age. Folklore suggests he received a C for this paper although in a later interview he claims that when asked he told a reporter "I don't know what grade, probably made my usual C".
"Credibility... What do we sell? We sell trust. We thought we were selling the transportation of goods. In fact, we were selling peace of mind.
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

7. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Meta Stuff: Grading
25% class participation/effort (what you put in is what you get out)
75% project:
PowerPoint Pitch (and how much $$ it raises at the Virtual VC Final…)
Executive Summary Doc
Real-World Interactions/Progress
…if your “toy start-up” gets FUNDED  100/100  (note: OPM $$ required…)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

8. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Overall Flow: Why?
“The End is Wedged in the Beginning”
An architect has a Vision of the final Form & Function of a building before they start drawing the Blueprint/Plan...
Therefore Overall View of the Startup Lifecycle tells you:
“Where are we going?”
“Where are we now?”
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

9. Overall Flow: Lifecycle
CAUSATION (seed / theorem)
Chapter 1: Art of Starting
ARTICULATION (planting / writing the formula)
Chapter 2, 3 & 4: Art of Positioning, Pitching, Writing a Business Plan
ACTIVATION (watering seedling / base case: n = 1)
Chapter 5, 6 & 7: Art of Bootstrapping, Recruiting, Raising Capital
PROLIFERATION (grow tree / recurse: n  n+1)
Chapter 8, 9 & 10: Art of Partnering, Branding, Rain Making
OBLIGATION (share the harvest)
Chapter 11: Art of being a Mensch
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

10. Overall Flow: Who should Do it?
DOING is key
(different from thinking, understanding, explaining, talking)
Kawasaki: “being an Entrepreneur is a state of mind”
(wanting to change the world)
Disagree: it’s a state of emotion
(almost everyone wants to change the world, rather there must exist TRUST that one CAN change the world)
EQ [Daniel Goleman] / AQ [Paul G. Stoltz] rather than IQ
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

11. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Overall Flow: CS Angle?
Turing machines are UNIVERSAL
(maximally broad applications)
CS evolves recursively hence quickly
(constant opportunity for new entrants)
Simple to deploy world-wide
(large $$$ return potential)
Cheap to proto (software) / design & patent (hardware)
(small initial $ required)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

12. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.1: Meaning
What GOOD will your organization do?
(little to read/do “outside” & lots of “inner” asking)
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

13. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Ch.1: Mantra /Tag Line
Mantra: 2 to 5 words Mission to inspire Workers
(Repeat to inspire, energize, re-energize, re-energize, re-energize, …)
Tag Line: 2 to 5 words Suggestion to Customers, as to how/why use your product/service
(Repeat to impress, impress, impress, …)
Examples:
Nike: “Authentic athletic performance” / “Just Do It.”
ASTAV: “Making cyberspace a humane place” / “Safety Bolts for Web Doors”
KEY is E-Motion (so it’s Marketing) but it also has to be True (because to convince others you need to believe it)
E-motion!
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

14. Ch.1: Real World Examples
What do you think is the Meaning/Mantra in: HP
MSFT
Google
Yahoo!
Compare: Wall Street Journal (Tech section) June 9,08 report on “All Things Digital”, D6.AllThingsD.com
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

15. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
The Project
Definition
Process
Let’s START!
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.

16. ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
Q & A ?
Next session?
“The Art of the Start”: read Chapter 1
“The Project”: define & hand-in:
Meaning & Mantra
Team
Making cyberspace a humane place.SM
Thank you.
ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION.
©2008 ASTAV, inc. – Confidential & Proprietary – Contact for pricing.