Post on 30-Aug-2014
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25 October 2012
Melanie Farmer / Paul JordanSussex Innovation Centre
STARTUP SUSSEX‘Making ideas happen’
25 October 2012Slide 2
WHAT WE WILL SAY TODAY
25 October 2012Slide 3
WHAT WE WILL SAY TODAY
25 October 2012Slide 4
A BEAUTIFUL REASON
25 October 2012Slide 5
A BEAUTIFUL REASON
� “To make people of all ages everywhere happy.”
25 October 2012Slide 6
� “To organise the worlds information and make it universally accessible and useful.”
A BEAUTIFUL REASON
25 October 2012Slide 7
� “To inspire athletes around the world.”
A BEAUTIFUL REASON
25 October 2012Slide 8
� “To create a place where practically anyone can buy or sell practically anything.”
A BEAUTIFUL REASON
25 October 2012Slide 9
� “To make every customer in every restaurant smile.”
A BEAUTIFUL REASON
25 October 2012Slide 10
PROBLEM YOU ARE SOLVING
vs
25 October 2012Slide 11
PROBLEM YOU ARE SOLVING
25 October 2012Slide 12
MARKET
24.9 million
12 million
1 million (8%)
25 October 2012Slide 13
MARKET
24.9 million
(TAM)
12 million
(SAM)
1 million
(8% SOM)
25 October 2012Slide 15
WHO REALLY CARES?
25 October 2012Slide 16
WHO REALLY CARES?
25 October 2012Slide 17
HOW DO THEY BUY?
25 October 2012Slide 18
WHAT ELSE IS HAPPENING?
+
� Organic
� Wheat-free
� Everything
� Every pet
� Slick
� Old style site
� Know their strengths
� Use of partners
25 October 2012Slide 19
HOW DO I FIT IN?
25 October 2012Slide 20
� We like to call this your CUSP (Current Unique Selling Point)
which implies you are always innovating.
UNIQUE SELLING POINT (USP)
1966
1981
1970s
Full-suspension mountain bikeUser modified cruiser
bicycle
Road bicycles
Mass production
1990s Carbon fibre etc
2000s World Championships (1990 first one)
25 October 2012Slide 21
SOURCE OF NEW PRODUCTS
25 October 2012Slide 22
CUSP
25 October 2012Slide 23
Gold Silver Bronze
Product x
Product y
Product z
� Simple, unexpected and concrete
PRODUCT PACKAGING
� Read, ‘Made to stick’ by Chip & Dan Heath
25 October 2012Slide 24
PRODUCT PACKAGING
25 October 2012Slide 25
PRODUCT PACKAGING
� Economist.com subscription – US $59.00One-year subscription to Economist.com.
Includes online
access to all articles from The Economist since
1997.
� Print subscription – US $125.00One-year subscription to the print edition of
The Economist.
� Print & web subscription – US $125.00One-year subscription to the print edition of
The Economist and online access to all articles
from The Economist since 1997.
68%
32%
16%
84%
0%
25 October 2012Slide 26
PROTECTING YOUR IDEA
� “If you tell, you’ve got nothing to sell”
25 October 2012Slide 27
PROTECTING YOUR IDEA
� Patents
� In certain businesses; essential.
� Telecoms � Medical � Engines
25 October 2012Slide 28
PROTECTING YOUR IDEA
� Trademark
� Your brand is important and in order to protect it, you can register it as a trade mark.
25 October 2012Slide 29
PROTECTING YOUR IDEA
� Design
� Design is about the way an object looks: its shape, its
visual appeal. You can register a design.
� BMW Mini � Dyson � Coca Cola
25 October 2012Slide 30
PROTECTING YOUR IDEA
� Copyright
� Others may not copy the work for author’s life plus 70
years
25 October 2012Slide 31
OVER TO PAUL