2
Going abroad, yes or no?
will
skills
qualification
experiences
3
Requirements
family
finances
training requirements
legal requirements
(notifiable transactions, trades)
general requirements
4
Founding or buying a company
benefits of corporate takeover
disadvantages
procedure
5
Individuality or partnership
help yourself
or
togehter is better
?
6
German Market Conditions
Sectors: Germany excels in the production
of automobiles, machinery, electrical equipment and chemicals.
SMEs: It is estimated that about 1500 German companies occupy
a top three position in their respective market segment
worldwide. In about two thirds of all industry sectors German
companies belong to the top three competitors (wikipedia)
7
Growth areas in the German Market /Hesse (1)
ICT sector in Hesse: the strongest technology sector
9,466 ICT enterprises generated a turnover of 17.8 BEUR
in 2009.
76,300 employees, e. g. compared to the machinery
(42,400 employees), chemistry (58,000 employees) or
automotive sector (47,600 employees).
8
Growth areas in the German Market /Hesse (2)
Hessen is one of the top locations in Europe for:
business software, network software and games
development
telecommunication, international backbones and co-
location
high-performance computing
application areas like banking, logistics and automotive
industries
ICT consulting
9
Growth areas in the German Market /Hesse (3)
ICT industry in Hesse
Source: Hessen-it 2011
10
Policy decisions
subject of company
location
legal form
mission, vision, goals
form of financing
11
Incubation activities
business plan
resource planning
investments
financing
12
Pre-opening arrangements
register
product development
set of performance
set and train employee
advertising
13
Management aspects
set goals
plan activities
organise
control / check
14
and
start!
Scientific Orientation vs. Sales Orientation
Goal
Income for prototype
development
Instrument
Project Acquisitio
n
Basis
Technology
Selling scientific achievements(Short-term income orientation)
15
Technical Orientation vs. Sales Orientation
Goal
Income for product
sales
Instrument
CustomerAcquisitio
n
Basis
Prototype
Selling product achievements(Mid-term profit orientation)
16
Ten Common Pitfalls in Developing Growth Stategies
Under-investment in the CoreBusiness
Pursuit of ValueDestroyingDiversification
Failure to Respondto IndustryTurbulence
ImplementationFailure
1. Poor Business Definition
2. Failure to Drive towards Leadership
3. Failure to Drive towards Potential
4. Adjacency Expansion at the Expense of the Core
5. Movement into Unrelated Businesses
6. Movement into Follower Positions
7. Failure to Achieve Scale
8. Failure to Respond to new Entrants
9. Failure to Redefine the Business
10. Failure to Address Organisational Inhibitors to Growth
Purpose of the Business Plan
• The Business Plan and the Financial Model set the framework for
– Founding, financing, growing, and capitalising a technology spin-off and is
therefore a key requirement
– The founder‘s team as well as for their external stakeolders, e.g. investors,
partners
• It is also a living documentation of all relevant aspects of the company
and ist evaluation and value-generation.
The Business Plan is about Corporate Strategy
….. and about money!!!
18October 2011
Technology Marketing
• … is a key part of the busines plan and the financial plan
• … has to be understood as Sales and Marketing which is the main „cash-
in“ source
Technology Marketing is about Corporate Strategy
• ….. and about money!!!
19
Thank you for your attention!
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