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Entrepreneurship and You

Iain Veriginiain.verigin@gmail.com

September 2012

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Who Are You?• What is your specialization?

– Mech, EE, Comp Sci, other.• Post-Grad - What are you gonna

Do?– Grad School?– Work?

• Big Company• Small Company• Start-up?

– Travel?- Let’s show some hands -

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Who Am I ?• Work

– Instructor: UBC Sauder School– Business Development: PMC-Sierra– Marketing: PMC-Sierra & Packet Engines– Engineering: PMC-Sierra

• Hobbies– “Health Issues”, Philanthropy (Eng Phys

Professorship), Coaching Hockey & Track, Golf, Blogging, reading, “bad” music.

• Education: – McGill Physics, UBC Eng Phys (EE option),

SFU M.Eng EE (Comm’s, Semi’s & Optics )

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Lecture Objectives1. Understand entrepreneurial

leadership • and its process in high-technology

industries2. Dispel common myths &

misconceptions. 3. Learn skills

• important for 21st century technology leaders.

4. Stimulate continuous learning • and personal reflection regarding

entrepreneurship and your future.

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Agenda1. Introduction - today.2. Entrepreneurship Skills

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What is Entrepreneurship?• A Way of Managing, Leading,

and Doing!– It Can Be Taught!

• Fine Print– "Entrepreneurship is a management style that involves pursuing

opportunity without regard to the resources currently controlled. Entrepreneurs identify opportunity, assemble required resources, implement a practical action plan, and harvest the rewards in a timely, flexible way.

– Any attempt at new business or new venture creation, such as self-employment, a new business organization, or the expansion of an existing business, by an individual, a team, or an established business.

• References: Stanford E145 material (Byers)

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Seven Important Skills for Tomorrows Entrepreneurial

Leaders1. Creativity and Opportunity Evaluation 2. Real-time Strategy and Decision Making 3. Comfort with Change and Chaos 4. Teamwork 5. Evangelism, Selling, Negotiation, and

Motivation through Influence and Persuasion

6. Oral and Written Communication 7. Basics of Start-Up Finance and

Accounting• Reference --- Byers - E145 - http://stvp.stanford.edu

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UBC Fizzers Have Rocked• 3 of top 4 market cap in BC.

– Creo– MDA - (CEO) Dan Friedman – PMC-Sierra -

current COO Colin Harris, 1st CEO - Ralph Bennett, Professorship donors ( Curtis Lapadat, Alex Chiu, myself,

and CH)• There are lots more small

companies with Fizz leaders.– Starfish – Scott Phillips

http://www.bctechnology.com/stocks/t-net20.cfm

UCanDo it!

You Customers

Process Scorecard

Plan

Purpose

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The Scorecard

11Technology Ventures: From Idea to OpportunityChapter 7: Figure 7.3

Resources Financial Physical Intellectual

Deal Reward, Risks Incentives Ownership Harvest

People The Team Capabilities Attitude Reputation

Opportunity Customers Strategy Business Model

The Business

Plan

The Biz Plan

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The Business Model Canvas

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Apple Canvas

test

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:Score Card: ( Hypothesis Summary)

Guess Guess Guess Guess Guess

GuessGuess

Guess Guess

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Keep Track

Week n

Week 1

Week 2

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Your Purpose

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To Create a CustomerDrucker says …

“There is only one valid definition of business

purpose: …”Page 20 “The Essential Drucker”

Aside

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What is Marketing?• Drucker says --

• There will always, one can assume, be the need for some selling. But the aim of marketing is to make selling superflous.

The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.

• Reference: pages 20 & 21 in “Essential Drucker”.

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A Product That Sells Itself

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Customers?

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Technology Adoption Life Cycle

Chasm

EarlyMarket

Bowling Alley

Tornado

Main Street

Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN”

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Underlying Drivers in Growth Markets

Techies:Just try it!

Pragmatists:Stick with the herd!

Conservatives:Stick with what’s proven!

Skeptics:Just say No!

Visionaries:Get ahead of the herd!

Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN”

“Technology Adoption Strategies”

People

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New Market “Chasm”

Chasm

EarlyMarket

Bowling Alley

Tornado

Main Street

Copyright © Geoffrey A. Moore, 2005, from the book “DEALING WITH DARWIN”

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? Instant Success ?

In 4th year after launch.

( ie 6 years )

This is as fast as it gets.

NB. Apple's fiscal year ends in September. This means that Q1 includes the holiday season, which accounts for jumps in the data. Fiscal Q1 is Oct - Dec of previous year. So Q1 of 2008 is Oct - Dec of 2007, Q2 of 2008 is Jan - Mar of 2008 and so on.

http://en.wikipedia.org/wiki/File:Ipod_sales_per_quarter.svg

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The Process

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Study/Plan and Act• Market

Analysis

• Market Pursuit

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It’s The Scientific Process!• Hypothesis• Develop Test• Observe• Analyze Results

• Re-jig Hypothesis• Do it again

( many times … Quickly )

• Apply to Customers

• Product / Market Fit is what you are looking for.• Is not obvious

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Identifying the Opportunity

Determining the Entrepreneur’s capabilities and interests

Evaluating the opportunity

Writing a summary of the concept

Testing the summary and the concept with potential customers

and investors

Deciding to act on the opportunityor look elsewhere

Six steps to Acting as an entrepreneur

Chapter 2: Figure 2.1

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iPod Timeline

Cycling, Cycling, and more Cycling

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More Process• Customer Development• www.steveblank.com

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Search vs. Execution

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Search Looks Like This

Bill Buxton, “Sketching User Experience”

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Execution Like This

Bill Buxton, “Sketching User Experience”

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“7 Steps”Customer Development

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You

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Model – Knowledge Funnel“What Do You Know” Roger Martin’s Knowledge Funnel Mystery Heuristic Algorithm

! Very Useful for our class !

You start in the Mystery Zone( the guesses )

Success is getting it to “Heuristic zone”(what are the “rules-of-thumb”

Grand Slam is getting it to the “Algorithm” zone

Source: Design of Business, Roger Martin

VousEtesici

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Summary

You Customers

Process Scorecard

Mash Up

“Chasm Model”

“Business Model Canvas”

“Knowledge Funnel”

“Customer Development”

Mash Up

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Wrap

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! People Skills Rule !

• The area with the most room for differentiation is in “People Skills”

– Yes … ‘cause Engineers suck at this :)

NextWeek

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Reading Material• I’ve made a list on-line • http://hnorth.wordpress.com/

entrepreneurship-readings/

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The End

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Fix & Adjust

Act

Review & Learn

No one knows the answer! You’ve got to discover

it.

This is everything u need to know :-)

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* Straight Lines Don’t Happen in Real Life *

* Get used to cycling back.

* Some people get stuck calling this “failure”.

* Don’t let failures define you.* Success will come.

Aside