2. בסד Privacy Restored.™ 1 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. RESEARCH CONSULTING Technological Entrepreneurship Yonah Alexandre Bronstein, PhD alex_bronstein@ieee.org Session 3

3. בסד Privacy Restored.™ 2 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. Session Outline 1.Administrative Stuff 2.Chapter 2: Art of Positioning 3.Homework

4. בסד Privacy Restored.™ 3 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. Administrative Stuff Class Website: http://www.cs.bgu.ac.il/~ecs141 Projects: Anybody still without a project? Anybody with more than 1 idea? Anybody looking for a partner? Match-making at break and/or: Come see me at office hour…

5. בסד Privacy Restored.™ 4 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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.

6. בסד Privacy Restored.™ 5 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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?”

7. בסד Privacy Restored.™ 6 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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. $)

8. בסד Privacy Restored.™ 7 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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)

9. בסד Privacy Restored.™ 8 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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:

10. בסד Privacy Restored.™ 9 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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)

11. בסד Privacy Restored.™ 10 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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?) –…–…

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

13. בסד Privacy Restored.™ 12 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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

14. בסד Privacy Restored.™ 13 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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

15. בסד Privacy Restored.™ 14 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. VERITAS: Positioning Re-Founded VERITAS to create reliable storage in software (Phoenix reborn from ashes from 1 st 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

16. בסד Privacy Restored.™ 15 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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 onlineNOPHISH online - NOPHISH onDISK NOPHISH onDISK NOPHISH onlineNOPHISH 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

17. בסד Privacy Restored.™ 16 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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” advertisements… advertisements…Life insurance advertisements…advertisements…

18. בסד Privacy Restored.™ 17 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. 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…

19. בסד Privacy Restored.™ 18 ABUSE SUPPRESSION TECHNOLOGIES, ACTIVITIES, VISION. ©2008 ASTAV, inc. – Confidential & Proprietary – Contact Research@ASTAV.net for pricing. Homework… Read Chapter 3 (see LifeInsurance link) and Apply Ch. 2: Figure out (1 st try) Positioning (3 bullets) Create a 20 second Elevator Pitch Add both to the text file.txt: Business name: Students (names, BGU ID’s, email addresses): Meaning: Mantra: Tagline: Positioning: Elevator Pitch: