1.00.00 startup cup guide v2 final

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2012 StatUp Cup LLC. All gts svd.

You may ot us ts wok fo commcal puposs; You may ot alt, tasfom,o uld upo ts wok. Fo mo fomato o to qust addtoal cops,cotact StatUp Cup LLC | 417 Wst 7t Stt, Sut 103 | Tulsa, Oklaoma 74119 |+1 918-409-2246 | [email protected] | www.statupcup.com


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Ddcaton

This StartUp Cup Guide is dedicated to the dreamers and

doers of our world: the people who consciously take on the

entrepreneurial journey. In the process they transform their

lives, and the lives of those who benet from their creations.

You are the true heroes of our communities.

Never doubt thata small groupof thoughtful,

committed citizenscan change the world;indeed, its the onlything that ever has.Magat Mad

Ddcaton


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On behal o the many collaborators and people who have helped

contribute to the creation o the StartUp Cup we give our heartelt

thanks.

To begin with, we thank the hundreds o entrepreneurs who have

shared their ideas and pitched the business models that have

inspired our work. In particular, we thank Adrienne and David

Kallweit, Gerald Buckley, Jeremy Green, Carey and Brett Baker, Mike

and Phyllis Peabody, Ned Bruha, Mike Calloway and Kristen Ross or

allowing us to share in their entrepreneurial journeys. Supporting

entrepreneurs is one o the greatest career paths on earth. We look

orward to collaborating with teams all over the world to expand

an entrepreneurial network and circle o riends.

The StartUp Cup Guide would not have been possible without

the support and inspiration o ormer Tulsa Mayor Kathy Taylor. In

2006 she saw the game-changing potential o creating a business

model competition and challenged us to develop and grow the

Tulsa Entrepreneurial Spirit Award that has ultimately evolved into

the StartUp Cup.

Two catalysts behind the StartUp Cup Business Model Competition

are the motivational entrepreneurial champions o Global

Entrepreneurship Week and the Kauman Foundation. By

harnessing the power behind Global Entrepreneurship Week and

tying it with this StartUp Cup Business Model Competition, we

have experienced the creation o a proven model to grow jobs

through startups.

Entrepreneurial bankers Albert Kell Kelly and Ted Cundi, with

Oklahomas SpiritBank, have provided consistent and generous

support. We thank them or having the vision to imagine and

harness the power o a big idea, and their willingness to step up

and become ounding sponsors o Tulsas rst business mode

competition.

Our entrepreneurial development partner, Tulsa Community

College, has shown unwavering commitment to growing game

changing entrepreneurial programming. We thank Dr. Tom

McKeon, Carol Messer, Mary Philpott, and Je Nevins or thei

leadership and belie in our entrepreneurial vision or changing the

way communities grow entrepreneurs and startups.

We have had a number o key team members along the way to

whom we owe a debt o gratitude: Bill Handy o H3 Strategic

Communications has been invaluable in his guidance, mentorship

and riendship along the way. Lou Ann Lissonnet has been on ou

team or nearly her entire career and we couldnt imagine a better

partner. Brad Vernon or bringing us his technological know howMichelle Allen or her public relations skills; Dean VanTrease or his

constant support and wisdom; and the many other team members

who have helped bring the StartUp Cup to lie.

The StartUp Cup is improving communities, lives, and the globa

economy one startup company at a time.

Acknowldgmnts


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Dedication

Acknowledgements

SeCTiOn 1

GeTTinG STArTeD:PAGeS 8 - 18

Introduction

What is the StartUp Cup Business Model Competition?

StartUp Cup Vision & Objectives

StartUp Cup Process

StartUp Cup Business Model Competition Timeline

StartUp Cup Project Management Action Plan

Plugging into Global Entrepreneurship Week

Business Model Design: A Transformational Shift inthe Way Startups Launch

Business Model Scorecard - Self-Guided VisualThinking Tool

The Bootstrap Startup: Go to Market and Launch Faster

StartUp Cup Know-How: Requirements to Build AStartUp Cup

How to Get Perfect Results from the StartUp Cup Guide

SeCTiOn 2

PhASe i: Pre-COMPeTiTiOn LAUnCh:PAGeS 19 - 41

Building Your StartUp Cup Team

Your Core Team

Champions /Judges / Coaches

Creating Your StartUp Cup Game Plan

Project Management Tool

Developing Your StartUp Cup Budget

Sponsorship Campaign

Sponsor Package Sample

Your StartUp Cup Website

Ocial Rules

SeCTiOn 3

PhASe ii: COMPeTiTiOn KiCK-OFF:PAGeS 42 - 46

StartUp Cup Competition Kick-O Event

Kick-O Event Logistics

Marketing

Networking at the Event

Agenda / Program

Tal of Contnts


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Tal of Contnts

SeCTiOn 4

PhASe iii: COMPeTiTiOn PrOCeSS:PAGeS 47 - 60

StartUp Cup Submission Process

Top 10 Reasons to Enter Email Campaign

Closing the Submission Process

Participant Survey Distribution

Submission Collection / Filtering / Distribution

Judging Guidelines to Determine Top 25

Top 25 Selection

Top 25 Email Notication / Directions

Press Release Announcing Top 25

Email Announcement of Top 25 Sample

Top 25 Pitch Schedule and PowerPoint SubmissionEmail Sample

Business Model Submission (Long Form) Sample

Top 25 Press Release Sample

Model Release Form Sample

SeCTiOn 5

PhASe iV: JUDGinG / COAChinG:PAGeS 61 - 79

The Judging Process

Top 25 Judging Guidelines / Rules

Judges Email Sample

Top 25 Judging Event Logistics

Judges Packet

Business Model Scorecard Judging Process

Choosing the Top 12 SemiFinalists

Top 12 Selection / Notication / Directions

The Coaching Perspective

Top 12 Coaching Event Logistics

Coaching Schedule Sample

Top 12 Judging Event Logistics

Top 7 Finalist Coaching / Judging Event Logistics


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Tal of Contnts

SeCTiOn 6

PhASe V: COMPeTiTiOn CeLebrATiOn:PAGeS 80 - 90

StartUp Cup Competition Celebration

Celebration Event Logistics

Agenda / Program

Program Sample

StartUp Cup Award

Coaches / Judges Thank You Memento

Press Outreach / Handling

Post-Mortem / Pre-Planning for the Upcoming Year /

Lessons Learned

Impact Report Survey

About the StartUp Cup Team

APPenDix

The Entrepreneurs Credo


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intoducton

The world needsdreamers andthe world needs

doers. But aboveall the world needsdreamers who do.Saa ba batac

You hold in your hands a guidebook like no other.

The StartUp Cup Guide is step-by-step manual for

communities to create a localized business model

competition to increase the quality and quantity

of entrepreneurs and grow their entrepreneurial

ecosystem.

StartUp Cup is designed with a powerful businessmodel coaching methodology at its heart to foster

entrepreneurs and startups. Our team works with

local StartUp Cup competition organizers to assist in

the production of each community-based business

model competition. Simply put, any community that

wishes to organize their own StartUp Cup is provided

with the structure, tools, and support required to

produce a successful business model competition.

Entrepreneurs who participate in a local StartUp

Cup will develop a solid business model taking

into consideration their specic needs, including

accelerated go-to-market strategies and bootstrapping

techniques. This competitive process compresses the

time it takes for a new company to secure customers

and, most importantly, to start generating revenue.

Using our nely tuned processes local StartUp Cups

will deliver:

Business Model judging and coaching

from local business leaders and seasoned

professionals

StartUp Cup competition kick-off event

A community-wide media campaign

An entrepreneurial competition celebration

open to the public and distinguished guests

We provide all the tools, materials, and StartUp Cup

coaching you need to set up, operate and engage

entrepreneurs to launch new startups in your

community. Get started today!

intoducton


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inTrODUCTiOn

WhAT iS The STArTUP CUP bUSineSSMODeL COMPeTiTiOn?

StartUp Cup is a locally driven business model competitionopen to any idea. This innovative community-based approach is

designed to increase the quality and quantity of entrepreneurs

in the community. The fundamentals of this program were

developed in Silicon Valley during the dot com era and

transplanted to Tulsa, Oklahoma, in 2007, by visual thinking

pioneer and serial entrepreneurs Sean Grifn, with the launch

of a program called the Tulsa Entrepreneurial Spirit Award.

Since that time every aspect of the competition has been ne-

tuned based upon feedback from participating entrepreneurs,

judges, coaches, entrepreneurial service providers, and

community leaders. In 2011 a team of veteran StartUp Cuporganizers came together for the sole purpose of formalizing

the process and offering to other communities that which has

been so successful in Tulsa.

A solid business model is at the heart of any successful

business endeavor. The way startups are being built is rapidly

changing. What entrepreneurs were rewarded for in the past is

not what they are rewarded for today and into the future.

Historically entrepreneurs had the luxury of time and were

expected to produce a well-written business plan that included

detailed nancials, graphs, and future projections showcasing

a path to starting and growing a new company, with the main

purpose of raising money.

Today, entrepreneurs are rewarded for going to market,

securing customers, and generating revenue as quickly as

possible. The goal for an entrepreneur with a new business

concept is to identify a business model, test their assumptions,

secure customers, and evolve their model as they grow market

share.

StartUp Cup Entrepreneurs are rewarded for:

Going to market and generating revenue

Sharing their compelling business model story

Showcasing how their product/service is lling a need or

solving a problem

Dening a clear target market and identiying the

potential size o the market

Dening the target customer and gaining eedback

Applying bootstrapping startup practices

Developing a solid nancial model that works in tandem

with the business model, thus driving the business to

protability

Being exible and listening to coaching eedback in order

to modiy and adjust business model assumptions

hOW DOeS STArTUP CUPDiFFer FrOM A bUSineSS PLAnCOMPeTiTiOn?

First and foremost, StartUp Cup is helping to start companies

in the here and now!

The StartUp Cup process is designed specically to support

entrepreneurs armed with an idea who may be sitting on the

fence to move forward. The process urges these visionaries to

jump off the fence and into the marketplace. The number one

goal for StartUp Cup judges and coaches is to encourage and

support entrepreneurs to get going and rapidly start testing

their assumptions, identify their customers, and work towards

generating revenue.

StartUp Cup challenges communities and entrepreneurs to

throw traditional thinking out the door, and presents a process

that changes the way startup companies launch themselves

into the marketplace.

The StartUp Cup business model process is focused on

fail early, fail often, and adjust. A valid business model is

generated by learning from failed assumptions and making the

appropriate changes to ensure success. Entrepreneurship is

a journey, not a destination, and the ability to make course

corrections along the journey is paramount to creating long

term viability.


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StatUp Cup Vson & Ojctvs

The vision of the StartUp Cup founders is to empower

a culture of startups in communities around theworld through the implementation of business model

based competitions and coaching. To that end ...

We will generate a global network of business

model competitions that acts as a catalyst to

bring together community services providers,

investors, coaches and mentors in an effort to

accelerate the growth of viable and sustainable

startups

We will facilitate an increased connection to

Global Entrepreneurship Week to organicallygrow localized entrepreneurial ecosystems

We will signicantly impact the number of jobs

created through startups

We will motivate as many people as we can to

start a startup no matter what their background,

level of education, or previous business

experience

The Objectives of StartUp Cup are:

To inspire an increase in entrepreneurial and

startup activity around the world

To increase the quality and quantity of startups

on a local level

To grow local jobs through startups and new

business endeavors

To inspire collaboration and sharing among local

entrepreneurs

To increase collaboration among local service

providers

To inspire new and innovative coaching and

mentorship programming

To generate a culture of entrepreneurship in local

and global communities

The best way to predict the future is to invent it.Ala Kay


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Each StartUp Cup is produced by a dedicated team

of local organizers and volunteers passionate

about growing entrepreneurs and startups in their

community.While StartUp Cup was originally designed to take

place over a seven-month period, with seven main

events, each community is encouraged to customize

and tailor the competition to t the specic culture

and needs of the local community.

StartUp Cup is designed to support entrepreneurial

growth, expand business and community

connections, and maximize promotional

opportunities both locally and nationally.Utilize and customize the StartUp Cup Guide to t

your community. You may want to be more exible in

timing (we recommend no shorter than two to three

months), you may choose to offer larger or smaller

cash prizes, or you may alter your events. This is

YOUR StartUp Cup!

StatUp Cup Pocss


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StatUp Cupbusnss Modl Comptton Tmln

ThiS iS An exAMPLe OF The TiMeLine FOr A SeVen-MOnTh STArTUP CUPCOMPeTiTiOn. FeeL Free TO COnDenSe AnD CUSTOMize TO SUiT YOUr neeDS,bUT DO nOT ShOrTen TO LeSS ThAn TWO Or Three MOnThS.

All Entries Week One Tuesday Kick-Off StartUp Cup Workshop / Submissions Open

Week Five Friday, 11:59PM Submissions Close

Week Five Saturday Judges Review of Initial Submissions

Top 25 Week Nine Monday Review Concludes / Top 25 Selection Notication / Submission

of Long Form Business Models

Week Eleven Wednesday,

11:59PM

Deadline for Submission of Long Form Business Models

Week Thirteen Wednesday Day One - Top 25 Pitches (7 minutes)

Week Thirteen Thursday Day Two - Top 25 Pitches (7 minutes)

Top 12 Week Fourteen Thursday Top 12 Notication of Advancement to Semi Finals

Week Sixteen Wednesday Coaching Session for Top 12 Business Models / Pitches

Week Sixteen Thursday Begin Submission of Top 12 Revised Business Models

Week Nineteen Thursday, 11:59PM Deadline for Submission of Top 12 Revised Business Models

Week Nineteen Friday Judges Review of Top 12 Revised Business Models

Week Twenty-

Three

Thursday Review Concludes / Top 12 Pitches (5 minutes)

Top 7 Week Twenty-Four Monday Top 7 Notication of Advancement to Finals

Week Twenty-Five Wednesday Coaching Session for Top 7 Business Models / Pitches

Week Twenty-Five Thursday Begin Submission of Top 7 Revised Business Models

Week Twenty-

Seven

Thursday, 11:59PM Deadline for Submission of Top 7 Revised Business Models

Week Twenty-

Seven

Friday Judges Review of Top 7 Revised Business Models

Week Thirty Thursday Review Concludes, Top 7 Pitches (2 minutes)

Winners Week Thirty-Two Tuesday StartUp Cup Business Model Competition Award Celebration


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The following StartUp Cup Project Management Action Plan

Template will provide your team with a roadmap for successful

implementation of the tasks and activities required to create a

StartUp Cup in your community.

You will nd the entire spreadsheet and associated task

templates in the StartUp Cup Dropbox account.

StatUp Cup Pojct Managmnt ActonPlan


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Pluggng nto

Gloal entpnusp Wk

Global Entrepreneurship Week, a Kauffman Foundation

Program designed to inspire an increase in entrepreneurialactivity around the world, is a powerful tool for local

communities.

AbOUT GLObAL enTrePreneUrShiPWeeK

For one week each year millions around the world join a

growing movement of individuals and organizations: inspiriring,

connecting and equipping entrepreneurs whil showcasing the

support that is available all year round. Countries across six

continents come together to celebrate Global Entrepreneurship

Week each November. Global Entrepreneurship Week connects

people everywhere through local, national, and global activities

designed to help them explore their potential as self-starters

and innovators. Students, educators, entrepreneurs, business

leaders, employees, non-prot leaders, government ofcials,

and many others participated in a range of activities, from

online to face-to-face, and from large-scale competitions and

events to intimate networking gatherings.

Through this initiative, the next generation of entrepreneurs is

inspired and can emerge. In doing so, they will begin to acquire

the knowledge, skills and networks needed to grow innovative,

sustainable enterprises that have a positive impact on their

lives, their families, and their communities.

Learn More http://www.unleashingideas.org

http://www.gewusa.org

http://tulsagew.com/impact/

It was announced during Global Entrepreneurship Week

2012 that StartUp Cup will be a featured event of GlobaEntrepreneurship Week beginning in 2013. StartUp Cup is an

ideal program to integrate into Global Entrepreneurship Week

activities in your local community. Think about positioning

your StartUp Cup Award Celebration as an anchor event

during Global Entrepreneurship Week, or hold coaching and

mentoring sessions with StartUp Cup coaches and judges that

are open to the public.

Global Entrepreneurship Week is a catalyst for growing

entrepreneurial ecosystems on a local, national and globa

level. If your community has not started producing an annuaGlobal Entrepreneurship Week, then there is no time like the

present. If your community is already involved in producing a

Global Entrepreneurship Week, make sure to nd ways to plug

StartUp Cup into the week of activities.

All of us have enormous self-interest in supporting promising individualswho have the creativity, talent and ambition to make a dierence. They

bring to the world great ideas, many of which translate into jobs, wealth,economic growth and opportunity for countless generations to follow.

Joata Otmas, Psdt, Gloal etpusp Wk


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A business model describes the rationale of how an organization

creates, delivers, and captures value.

Wkpda

busnss Modl Dsgn:A Tansfomatonal Sft n t Way Statups Launc

The way in which startups are being built is rapidly changing.

The activities and processes entrepreneurs were rewarded forin the past are not what they are rewarded for today.

Historically, entrepreneurs had the luxury of time and were

expected to produce a well-written business plan with the main

purpose being to raise money. The business plan included

detailed nancials, graphs, and future projections showcasing

a path to starting and growing the new company. These

projections were typically based on conjecture and not rooted

in the reality of the existing marketplace.

Today, entrepreneurs are rewarded for going to market,

securing customers, and generating revenue as quickly as

possible. The goal for an entrepreneur with a new business

concept is to develop a business model, test assumptions,

secure customers, and evolve their model as they grow market

share.

StartUp Cup is designed with a powerful business model

judging, coaching, and mentoring approach at its heart. This

approach supports entrepreneurs to accelerate building and

testing their business models with customers. The resulting

interactions improve the likelihood of generating revenue and

building a viable business in weeks, not months.

bUSineSS MODeL DeSiGn DeFineD

A business model describes the rationale of how an

organization creates, delivers, and captures value. Wikipedia

To produce a potentially viable company, the business mode

must address the following:

The product or service the company provides lls a

need, solves a problem, and creates value

The company has a large enough market to support

the product / service

The company has a customer base that is willing topay for the product / service

The company has the ability to generate enough

revenue to drive towards protability


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busnss Modl Scocad - Slf-GuddVsual Tnkng Tool

The Business Model Scorecard has been designed

specically for startups in an effort to compress the time ittakes to go to market and test assumptions. This self-guided

visual thinking tool is designed for entrepreneurs at any level of

business experience. The Business Model Scorecard facilitates

the entrepreneur through the universal steps required to build

a viable business model and take immediate action on their

business idea.

Entrepreneurs, judges, and coaches are encouraged to utilize

the Business Model Scorecard during and after the competitive

process as a way to more clearly identify what is working, areas

for improvement, and actionable steps to take.

The barriers holding back an entrepreneur from starting a new

company have been broken down. Companies that used

to require hundreds of thousands of dollars to start up can

now launch with signicantly less cash. Methodologies suchas bootstrapping, business model development, and scenario

planning, which were initially developed in the tech industry

can now be replicated and applied to any business idea by

anyone who desires to start their own business. Reducing

the time to launch a new company is critical to increasing the

opportunity for success.

Download a copy of the Business Model Scorecard from the

StartUp Cup Dropbox account. On pages 69-70 you will nd

directions for use by the Judges.

The impact on your community will be the realization of

producing a culture of startups teamed with developing a

powerful job creation system.

value proposition


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T bootstap Statup:Go to Makt and Launc Fast

One of the goals of StartUp Cup is to support driving

entrepreneurs to compress the time it takes to take theirstartup to market. Historically entrepreneurs have been trained

to write a business plan that describes the path a company is

going to take to raise funds or reach a desired outcome. It is

time to think different and think fast. Times have changed and

it is critical to go to market, reduce costs, leverage all possible

resources and generate revenue as quickly as possible.

The key is to encourage entrepreneurs to test their assumptions

by learning from the marketplace. Talk with customers,

experiment, and learn which path is the best to reach a viable

business model. Taking action and doing is the underlyingfoundation of the bootstrapping process.

Encourage entrepreneurs to be creative about how they build

their business. By focusing on how little money a company

needs to raise to go to market is one of the quickest ways to

put pressure on a company to focus on creating revenue and

test the assumptions of the business model. An entrepreneur

invariably thinks the startup needs $250,000. Challenge that

assumption. Explore how they can get the company started

and into the market for $2,500. The key is to focus on cost to

create revenue and the time required to go to market and start

learning from customers and the marketplace.

Bootstrapping is pursuing the validity of a business model

with a focus on securing customers as a rst step, not raising

a large amount of money. Very few investors today are going

to invest in any company without the business model having

proven some level of viability and that a customer really does

exist to drive revenue.

Bootstrapping is a way to do something about the problems you have

without letting someone else give you permission to do them.

Tom Psto-W


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To effectively and efciently run a StartUp Cup you ideally will

identify and engage a small, dedicated team consisting of:

Organizer

Project Manager

Public Relations / Marketing Manager

Event Manager

Website Manager

Technologist

Videographer

9-11 Judges12 Coaches (and an optional oater)

Fundraising Chair

Sponsors:

Prize Money $30,000 1st Place; $5,000 2nd

Place; $2,500 3rd Place

In-Kind - catering, loaned executives, venues, etc.

Read and follow the directions carefully

Work as a Team

Stay on top of the deadlines - utilize the Project

Management Tool

Be pro-active

Stay focused on the needs of the Entrepreneurs

Communicate with Entrepreneurs strictly through

email

Create memorable events

Have Fun!

StatUp Cup Know-how: rqumntsTo buld A Succssful StatUp Cup

how To Gt Pfct rsults Fom TStatUp Cup Gud . . .


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Teamwork is the ability

to work together toward

a common vision, the

ability to direct individualaccomplishment toward

organizational objectives.

It is the fuel that allows

common people to attain

uncommon results.Adw Cag

Building Your StartUp Cup Team

StartUp Cup has the potential to become one of the most

rewarding and memorable experiences a team can have

both individually and collectively. StartUp Cup is a lot of

work to produce, however, the potential rewards for your

community are great! Generating a transformational

shift in the way a community views entrepreneurs andstartups takes a team. This is why it is so important to

form a dedicated and quality team right from the start.

You will want to make sure that team members are truly

passionate about entrepreneurs and supporting people

as they develop the startup of their dreams.

Research from the Kauffman Foundation is validating that

grassroots-based entrepreneurial development is having

a signicant impact on growing entrepreneurialism and

startups in communities around the world. Grand central

planning is antithetical to organic entrepreneurial growth.

StartUp Cup supports the organic growth of a meaningful

entrepreneurial ecosystem through a bottom up approach

that works to inspire new startups as a way to stimulate

new economic activity.

Pas i:P-Comptton Launc


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bUiLDinG YOUr STArTCUP CUP TeAM

When forming your team it is important to include as

many entrepreneurial-minded people as possible. Think of

StartUp Cup as a startup itself. It requires the same level of

entrepreneurial spirit to build as any other new meaningful

endeavor that generates tremendous value.

Ultimately, your StartUp Cup needs to be a unique

representation of your community, and a fun, energizing

experience for everyone involved. When you are able to create

this type of experience, great things happen and the creation

of a culture of startups will become a reality.


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The Core Team is at the heart and soul of StartUp Cup. Your

Core Team is responsible for delivering the quality programthat the entrepreneurs and community experience. Ideal Core

Team Members are made up of passionate professionals with

experience in the required roles listed below.

Core Team Members may include:

Organizer

Project Manager (May be a Co-Organizer)

Website Manager


Technologist

Videographer

Event Manager

rOLeS OF COre TeAM MeMberS:

The following is an overview of the role each of these critical

team members play and what attributes should be kept in

mind as team members are selected:

Organizer

The role of StartUp Cup Organizer is to be the face and

voice of the competition to the community and media

The Organizer ideally has a network of entrepreneurial

and business leadership connections

The responsibility of the Organizer includes engaging

and communicating with the Judges and Coaches,and making nal decisions on any rule infringements,

adjustments, and timing

The Organizer is the nal decision maker and program

manager on any issue that needs to be addressed

Project Manager

The Project Manager keeps the team on track and

presides over the regularly scheduled meetings

The Project Manager maintains the Project

Management Tool and oversees that all milestonesare being met

The Project Manager is continually looking towards the

future, making sure that team members are preparing

for upcoming milestones and deadlines

Love your Project Manager! :-)

You Co Tam


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YOUr COre TeAM

Website Manager

The Website Manager facilitates communication

between the entrepreneurs and the teamThe Website Manager is in charge of setting up and

managing the submission process and preparing

submission data for dissemination to Judges and

Coaches

The Website Manager is responsible for posting news

and updates to the site as required

All communications run through the StartUp Cup

Website. There is no other way to communicate with

the team than through the Website.

Love your Website Manager! :-)


Entrepreneurs are like candy to the press. StartUp Cup has

been designed as a Public Relations machine that has many

opportunities to secure and partner with the press.

Your Public Relations / Marketing Manager is

responsible for securing press at key points along the

StartUp Cup process

Your Public Relations / Marketing Manager

is responsible for setting up any promotional

presentations, press releases, the distribution of

marketing materials, and the social media elements

that make up the ongoing StartUp Cup campaign

Technologist

Your Technologist is critical in supporting the set up

and management of PowerPoint presentations during

the judging process

Your Technologist supports the technology needs of

the coaching sessions

Your Technologist will be on hand for all judging

and coaching sessions to support any technological

challenges that may arise

Your Technologist works closely with the Project

Manager

Videographer

Your Videographer is critical for lming the interviews

of the Entrepreneurs during the judging processYour Videographer is responsible for editing the clips

of the Entrepreneurs during their presentations for

showing at the StartUp Cup Award Celebration

Your Videographer is instrumental in editing the

pitches from the judging rounds for showing during the

pitch coaching sessions

Event Manager

Your Event Manager is responsible for supporting the

design and implementation of the Kick-Off Event and

the StartUp Cup Award Celebration


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In addition to the Core Team there are three categories of

interactive players who are integral to the effectiveness of theentire StartUp Cup process and experience. These individuals

are your front line, your players. They are your Champions,

Judges and Coaches.

ChAMPiOnSCommunity leaders are an important component in bringing

about a successful StartUp Cup.

You will want to engage and enroll community leaders as you

build your StartUp Cup competition. Remember, not everyone

will buy into your vision at rst. Sometimes people need to see

what is possible before they become champions. Be patien

and demonstrate what is possible through action over time.

Potential Champions to target include:

Mayor / City CouncilorsEconomic Development Groups

Entrepreneurial Service Providers

Community Inuencers

High Prole Entrepreneurs

Grassroots Entrepreneurs

Local Arts Community

Local Sustainability Community

Higher Education

Campons / Judgs / Coacs


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ChAMPiOnS / JUDGeS / COACheS

JUDGeS

Your Judges are critical to creating a positive experience with

the entrepreneurs participating in the StartUp Cup competition.

We have identied the following skills and qualications

necessary to be an effective StartUp Cup Judge.

Judges should have extensive business and, ideally, startup

experience. Ideally, a Judge should have a combination of

business experience as well as an investor perspective as he

asks himself, Would I invest in this company?

Judges will also need a coaching mindset to be the most

valuable to entrepreneurs. A coaching mindset allows the

judge to help the entrepreneur to better understand how toimprove their business model.

Your Judges are not part of the competition to beat-

up on the entrepreneurs as much as to encourage

them to work towards developing a better business

model. At the same time, entrepreneurs occasionally

need tough love and a whack upside the head to

awaken them to the realities of their business models

potential for success.

Your Judges will work to inspire community members

to take the entrepreneurial plunge and launcha startup. Sometimes that means embracing

entrepreneurs who do not have all the pieces put

together, or have the know how. It is through the

StartUp Cup experience that the Entrepreneur

can gain the self-esteem to advance along their

entrepreneurial journey.

Ultimately the Judges vote for the best business model

based on the startup having the greatest possible

chance of short and long term success.

Potential Successful Judges to Target:

You will want to target between nine (9) and eleven (11) Judges

that include a combination of the following:

High Prole Entrepreneurs in the Community

Successful Business Leaders

Financial Managers

Franchising Specialists

Bankers

Restaurateurs

High Prole Small Business LeadersSuccessful Technology-focused Business Leaders

Marketing and Public Relations Professionals

Business Model Specialists

Business Lawyers

Guidelines for Judges

Judges are expected to show up to and actively

participate in the judging sessions

Judges may be called upon to engage with the media

for interviews

Judges will be promoted as part of the StartUp Cup

promotional process

Guidelines for Judge and Entrepreneur Interactions

Judges are not allowed to engage with the competing

Entrepreneurs as it relates to the competitive process

during the StartUp Cup competition

Entrepreneurs are not allowed to engage with the

Judges as it relates to the competitive process during

the StartUp Cup competition

Interactions that relate to the StartUp Cup will be

grounds for removal from the competition for either

Judge and/or Entrepreneur

Judges will communicate any conicts of interest

at the time of the conict being realized. It is

commonplace for Judges to know Entrepreneurs

who are part of the competition. In the event of a

potential conict, Judges who are in potential conict

will remove themselves from contributing input during

discussions and will be precluded from voting for thatparticular Entrepreneur.


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ChAMPiOnS / JUDGeS / COACheS

COACheS / MenTOrS

We use the term Coach and Mentor interchangeably. For

the purposes of the StartUp Cup Guide we use the termsCoach and Coaching.

Your Coaches will guide the entrepreneurs in understanding

how they can improve their business model and their pitch.

StartUp Cup Coaches are a critical factor in the success of the

competition. You will want to work diligently to identify business

professionals with a strong coaching mindset.

Choose your Coaches wisely.

The role of Coach is not to tell an entrepreneur what they need

to do as much as it is to help guide them to improve their pitchand business model.

Ideally, your Coaches will be benevolent in their coaching

approach and focused on what they can do to support the

entrepreneurs to reach their full startup potential.

Recruiting Coaches

When outreaching for Coaches it is important to nd

professionals who have skill sets in pitching business ideas

and developing business models.

Coaches to target include:

Successful Entrepreneurs

Business Development Professionals

Merger and Acquisition Specialists

Business Model Development Professionals

Bankers

Marketing and Public Relations Professionals

Project Management Specialists

Business Lawyers


Coach Guidelines:

Coaches are able to interact with the Entrepreneurs

during the StartUp Cup competition and aftercoaching sessions as long as it relates to supporting

the efforts of the Entrepreneur to improve their pitch

and/or business model

Coaches may serve as a StartUp Cup Judge. However,

Judges who are Coaches are only allowed to interact

with the competing Entrepreneurs during the judging

and coaching sessions

Coaches are not allowed to become clients of

or receive payment for services provided to

Entrepreneurs during the competition

Coaches are not authorized to represent any ofcial

capacity with StartUp Cup beyond the role of Coach

Coaches may be called upon for media interviews

and will be promoted as part of the StartUp Cup

promotional process


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STArTUP CUP KiCK-OFF MeeTinG

Getting your StartUp Cup Team on the same page is critical to

running a smooth award competition. Make sure to schedule

the Kick-Off Meeting at a time when all team members can be

present. Actively reviewing the Manymoon Project Management

Tool, along with the phases and roles involved in executing a

StartUp Cup, will be critical to helping everyone understand the

scope, roles, and timelines involved in producing a successful

competition.

Prior to holding the Kick-Off Meeting, you will want to have your

Chair and Project Manager in place so as to expedite assigning

roles and responsibilities among the Team Members.

WOrKinG AS A TeAM

Every element of the StartUp Cup Process is interconnected;

therefore, a team approach to running the competition is vital.

It is critical to have clear and ongoing communications as the

competition starts to unfold.

Your Chair and Project Manager will need to support a strong

team approach to StartUp Cup by helping team membersunderstand that they are part of something bigger than

themselves.

As a starting point at your Kick-Off Meeting, you need to share

the StartUp Cup Vision and Objectives. This will enable the

Team to understand the purpose and reason for creating a

StartUp Cup in your community.

Other areas to focus team building on include, but are not

limited to, the following:

Setting clear expectations of goals and deadlines

associated with the competition process

Securing commitment from team members to

accomplish the team mission of running a StartUp

Cup

Making sure each team member is playing to their

strengths and is not taking on a role that does not t

for them

Creating clear lines of communication and the methodof communication that will be used

FOCUSinG On One PhASe AT A TiMe

StartUp Cup is set up in ve phases. It is important for the

team not get overwhelmed by all the action steps required, and

instead take each phase one at a time. Not all phases of the

award process are created equal and there will be times where

there is not much to do, and times where many steps need to

be completed in a short period of time.

Phases I & II require the most effort and energy of the team to

produce. Within phases III & IV you have periods of limited effor

leading to the coordination of Judging and Coaching sessions

then back to periods of limited effort. Phase V requires more

signicant effort in order to prepare and produce the StartUp

Cup Award Celebration.

Catng You StatUp Cup Gam Plan

Coming together is a beginning.

Keeping together is progress.Working together is success.

hy Fod


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CreATinG YOUr STArTUP CUP GAMe PLAn

By focusing on each phase one at a time, a rhythm will emerge

that makes the award process unfold with relative ease and

effort.

UTiLizinG The PrOJeCT MAnAGeMenTACTiOn PLAn

We have developed a StartUp Cup Project Management Action

Plan that breaks down each step of the business model

competition process in the individual phases, along with

suggested timing to better understand what is required to run

a successful StartUp Cup.

It is strongly recommended that you refer to the Project

Management Action Plan during each of your weekly or bi-

weekly meetings as a method to stay on track and on top ofeach od the required steps.

rOLe CLAriFiCATiOn AnDASSiGnMenTS

You will want to make sure that team members are attuned

to the steps and timing of the StartUp Cup as it relates to the

Project Management Action Plan. It is important to assign roles

and clarify timing with each team member as it relates to the

action steps.

An ideal StartUp Cup Team will be made up of the Core Team

and the following:

9-11 Judges

12 Coaches + one oater coach to ll in as an

alternate, if needed (Note: a limited number of Judges

can also serve as Coaches)

Tip: Team members can play more than one role. The

composition of your team is dependent on the availability of

community resources and the quality of talent you are able toengage in your StartUp Cup.

SeTTinG COre TeAM MeeTinGS

We have found it important to schedule weekly, bi-weekly or

monthly meetings to stay on top of the Project Management

Action Plan. Not all of the team members will be able to attend

all the meetings and, in some cases, it may be determined tha

a meeting is not necessary. The key is that having a consistent

meeting schedule set in advance to allow everyone to be more

prepared to meet the demands of the competition process.

Sponsorship meetings will more than likely take place outside

the Core Team meeting and additional team meetings may

take place from time to time as necessary.

Keeping meetings regularly scheduled throughout the process

will be invaluable to your team and, in particular, to the Projec

Manager.

hAVe FUn AnD CeLebrATe ALOnGThe WAY

As with most things in life you get out of it what you put into it

With StartUp Cup, you will be able to engage, interact with, and

support entrepreneurs to move their businesses to the next

level.

We have found it to be valuable to celebrate the achievemen

of milestones during the award process. Have lunch togethe

and celebrate when you complete the rst Judging session

or receive positive press attention. It takes a village to build

an Entrepreneurial Ecosystem. Your StartUp Cup Team is amajor part of this village. Make sure to have fun and celebrate

along the journey.


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We should betaught not to waitfor inspiration to

start a thing. Actionalways generatesinspiration.Inspiration seldomgenerates action.

Fak Tolt

As part of your StartUp Cup license, we have provided you

with a Project Management Action Plan spreadsheet and

StartUp Cup Dropbox account access. Your StartUp Cup

Organizer will be provided access the Dropbox account to

download documents and templates.

Within the Dropbox account you will nd the StartUp Cup

Project Management Action Plan along with many critical

documents and templates that will support the management

of the award process. These documents and templates

include:

Sponsorship package

Email templates

Sample marketing materials

Example press releases

Example event agendas / programs

Surveys

You will nd the Project Management Action Plan to be

invaluable in supporting the team to communicate and

manage the steps of your StartUp Cup.

We have included sample pages from many of the Document

Templates within the StartUp Cup Guide. The complete

document can be found attached to the specic task

outlined in the StartUp Cup Dropbox account. Documents

and templates are noted througout the Guide with an

asterisk * symbol.

Pojct Managmnt ActonPlan


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Understanding and developing your StartUp Cup Budget is the

rst step in setting up your fundraising goals. Your team willwant to account for all the foreseeable expenses that will be

incurred during the StartUp Cup Competition.

We have provided a sample budget that you can use to help

brainstorm your projected expenses.

Note: Many of the expenses in your Budget can covered by

donations, such as printing, venues, food, and certain talent,

such as photographer, technologist, videographer, etc. It is

important to account for these donations and place a dollar

value on them. These in-kind donations will go a long way to

reducing the hard costs and act as leverage when outreaching

to your target Sponsors.

Once you have a Budget set you will want to include it in

the Sponsorship Package so that prospective sponsors will

understand where their money is going and how much money

your team will be spending.

Some people like to have all the money in place before they

launch their StartUp Cup, while others are prepared to launch

once they have the award money secured. The choice of when

to launch is up to your team.

Tip: Flexibility in how your money and donations are leveraged

is critical to a successful StartUp Cup. There are times during

the process you may be able to save money unexpectedly and

migrate those saved funds in another direction. Look for every

opportunity to stretch your money.

Dvlopng You StatUp Cup budgt*

Budget: a mathematical conrmation of your suspicions.

A.A. Latm


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Developing a strong Sponsorship Campaign that secures

sponsorship money and in-kind donations early in the StartUpCup Process will be one of the keys to the success of your

competition. Through Sponsorships, your StartUp Cup will

generate prize money, marketing materials, trophies, and

public relations, website management and development and

project management support.

The sponsorships you generate for your StartUp Cup will

generate prize money as well as funds to cover your budgetary

expenses, i.e. marketing, advertising, public relations, website

management and development, project management support,

and pre- and post-award events.

In-kind Sponsors will allow you to expand the opportunities

to reduce costs and increase the value of the competition.

Examples of the type of in-kind donations you can target

include venues, food/beverages, printing, coaching, ofce

space, project management, public relations, and website

management.

COre TeAM

As with all successful endeavors, a team is required for

fundraising. In the case of a Sponsorship Campaign werecommend that your team be as small as possible. Between

three and four core team members, including the StartUp Cup

Fundraising Chair, are ideal to accelerating the process to

secure StartUp Cup Sponsorships.

Your Core Team will want to enroll other team members and

leadership in the community to support Sponsorship OutreachIt is the role of the Core Sponsorship Team to:

Manage Sponsor outreach

Develop and distribute sponsorship packages

Conduct follow-up with prospective Sponsors

Since Sponsorships are more likely to be secured by people

with strong relationships with prospective Sponsors, you wil

want to make sure to enroll key people who have the best

opportunity to successfully close the deal and to make the

initial ask.

Keeping your team small and mighty will be vital to reaching

your Sponsorship Targets.

iDenTiFYinG AnD enrOLLinG YOUrFUnDrAiSinG ChAir

In every community there is someone who has all the right

connections, loves entrepreneurs, and wants to make a

difference. Finding this person to support your fundraising

efforts will make your job that much easier. The ideaFundraising Chair is high prole, is willing to make the ask

and has the time required to efciently and effectively outreach

for funds.

What this power is, I cannot say. All I know is that it existsand it becomes available only when you are in that state of

mind in which you know exactly what you wantand are fully

determined not to quit until you get it.

Alad Gaam bl

Sponsosp Campagn


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SPOnSOrShiP CAMPAiGn

It is important that the Fundraising Chairs letter is the rst

page of your Sponsorship Package. Make sure to include a

photo and digital signature from the Fundraising Chair to give

the credibility that gets the Sponsorship closed.

DeVeLOPinG YOUr SPOnSOrShiPPACKAGe

As part of your StartUp Cup license we have provided a

Sponsorship Package template (created in InDesign) found

in the StartUp Cup Dropbox accountthat can be modied and

enhanced. Please feel free to adjust and tailor this template to

the needs of your local community.

If you have a design member as part of your team, he or she

can instead create a custom Sponsorship Package for you. If

you do create your own Sponsorship Package please follow the

guidelines for StartUp Cup logo usage and share your design

with the StartUp Cup team.

We recommend that you have a number of packages printed

and placed within a folder that can easily be distributed and

shared with prospective Sponsors.

MeSSAGinG AnD iMPACTGetting everyone involved with the StartUp Cup on the same

message is vital to a successful campaign, and is critical when

engaging the media. The latest research from the Kauffman

Foundation shows that all new net job growth comes from

companies ve years and younger (Entrepreneurship and

the Economy, March 14, 2011). The purpose of StartUp Cup

is to grow jobs through startups in an effort to develop an

entrepreneurial economy. Below are some of the message

points we use when talking about StartUp Cup:

StartUp Cup is a proven model to grow jobs through startups.

The result is acceleration in building and growing a localized

entrepreneurial economy. Annual statistics include:

100 startups inspired to apply to StartUp Cup

12 new operating startups

51 new jobs created with an average salary of

$44,223*

$2,255,373 in annual payroll

*Source: U.S. Bureau of Labor Statistics Nationa

Compensation Survey, 2010

Additional messaging and talking points include:

Support and expand a local Entrepreneurial

Ecosystem: increase the supply and quality of

entrepreneurs; build entrepreneurial networks; and

reward entrepreneurial behavior

Growing a locally-driven culture of startups

Growing new jobs through startupsStrengthening the local economy through startups and

innovation

Maximizing local synergies and increasing

collaboration among entrepreneurs and service

providers

Accelerating business success using business model

based coaching and mentoring

Recognizing and rewarding entrepreneurial and

startup behaviors

Each year you will be able to highlight your impact by

showcasing the jobs and successes that have grown from

startups that have won and participated in the StartUp Cup

These entrepreneurial heroes will start doing the talking for

you and promote the power and inuence StartUp Cup has had

on their business success. Supporting entrepreneurs and thei

success is the reward of successfully executing a StartUp Cup

Business Model Competition.

iDenTiFYinG TArGeT SPOnSOrS

Working with StartUp Cup Core Team members and the

Fundraising Chair you will want to develop a target list of

potential Sponsors. The list should include the contact name

for each Sponsor along with the name of the person with the

strongest relationship to make the ask. Each target Sponso

will require a Sponsorship Package. If possible you will want


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SPOnSOrShiP CAMPAiGn

the Fundraising Chairs letter to be tailored to each potential

Sponsor.

Over the years we have found that the best funding targetsare those that benet the most from supporting entrepreneurs

and the development of new companies.This includes but is

not limited to the following:

Banks

City Economic Development Commissions

Chambers of Commerce


Universities and Community Colleges

SPOnSOr OUTreACh STrATeGY

After you have developed and organized your Sponsorship

Targets you will want to consider each Sponsor and their value

potential. For larger Sponsor Targets who will provide prize

money you may want to consider naming rights such as The

Saratoga StartUp Cup Sponsored by Bank of America.

You will want to outreach to a majority of your Target Sponsors

in a short time period, within a two week time period is ideal.

You will want to have the person who will make the ask to

start following up with potential Sponsors within a week in

order to gauge their receptiveness and to close the funding

deals.

COLLeCTinG AnD MAnAGinG FUnDS

We have found that sponsors oftentimes want to manage

payment of expenses for StartUp Cup directly, such as printing

costs, venue rent, catering, etc. If for some reason you need

to set up a bank account to manage expenses may want to

work with a local community foundation or Not-For-Prot

Organization (NPO) to act as your umbrella to collect andmanage the money you raise.

Tip: If you serve as a board member of an NPO ask if they

would be willing to administer the funds for your StartUp Cup.

You will be held to the specic rules of money distribution and

management as prescribed by the NPO.

PrOMOTinG YOUr SPOnSOrS

As part of your strategy to create value for your Sponsors you

need to make sure that they are promoted at every opportunitythroughout the StartUp Cup process. Your strategy should be

based upon their level of Sponsorship. Consistently promoting

and thanking Sponsors is vital to keeping a strong relationship

making fundraising in future years much easier.

Areas to give thanks and to highlight Sponsors include, but are

not limited to:

Website

Event Banners

Press Releases

Speaking Engagements

Events

As talking points when being interviewed by the press

Promotional and Marketing Materials

Tweets and other Social Media outlets

DeLiVerinG UPOn SPOnSOrShiPAGreeMenTS

In the end, your Sponsors are going to want to understand

the tangible and intangible results being generated from you

StartUp Cup. You should be prepared to author an Impact

Report and a Thank You Letter to your Sponsors. These

documents should include the following:

Number of Entrepreneurs and startups who

participated (gather demographic information

regarding age and gender, if possible)

Number of Coaches and Judges who participated

Number of startups operating at the end of the award

process

Number of times their company was mentioned in the

press and social media

Entrepreneur testimonials about StartUp Cup

Expectations for the next StartUp Cup


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SPOnSOrShiP PACKAGe

The StartUp Cup Sponsor Package has been designed

specically for easy customization for your specic community.

The Sponsor Package provides an overview of StartUp Cup,

benets to the community, and job creation statistics.

You may customize the Sponsor Package to the specic needs

of your StartUp Cup - and we highly recommend that you utilize

photographs of local entrepreneurs from your community.

The amount of funding you need to raise is dependent on the

amount of in-kind donations you receive and the budget you

create for the Competition. We have provided guidelines for the

timing of the Competition, the funding required to successfully

host StartUp Cup, and areas in which to seek out in-kind

donations. You are free to customize your StartUp Cup - jus

let us know what you decide to do so we can pass along you

suggestions to others.

You will nd the StartUp Cup Sponsor Package Sample in the

StartUp Cup Dropbox account. We have provide a PDF le and

an InDesign le for your use.


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STArTUP CUP Pr AnD MArKeTinG

The StartUp Cup has been designed as public relations

machine. Each step of the StartUp Cup competition process is

set up to secure media attention and enhance the promotion

of local entrepreneurs and startups. You will want to take full

advantage of this powerful opportunity to expand awareness of

your unique startup culture and local entrepreneurial economy

being enhanced through your StartUp Cup.

Entrepreneurs and startups are like candy to the media. Your

goal is to build meaningful relationships with local media

outlets and feed them stories of interest. Always be working to

identify a story: which of the entrepreneurs might be of special

interest to the media? What is it that makes them special?

What problem are they solving with their product or service

that makes them unique?

The rst step, and most critical part, in the promotional process

is to get the word out about your StartUp Cup in a way that

engages and motivates the desire to apply for the competition

within your entrepreneurial community. Entrepreneurs are

special and not easy to identify as they tend to hide in the

nooks and crannies. Your job is to entice them by providing a

vehicle to take their idea and turn it into an operating business

or expand and grow an existing startup.

Tip: You will want to allow for a four-to-ve-week window of

promotion for entrepreneurs to submit their business models

to your local StartUp Cup. This means that all promotional

materials and campaign strategies need to be ready at the

time of your StartUp Cup kick-off event. This is when the

competition process launches.

You need to strike a chord that gets the entrepreneurs in

your community excited and talking about your StartUp Cupcompetition.

TArGeT AUDienCe

Entrepreneurs and anyone with a big idea that has been sitting

on the fence about starting a business is your primary targe

audience. Your secondary audience is entrepreneurs that

have already started a new business but lack all the tools

experience, or funding necessary to move their startup to the

next level.

Tip: Stay focused on your primary StartUp Cup target audienceAvoid the tendency to want to extend into existing businesses

Your job is to help grow jobs through startups. According to a

2009 survey by the Kauffman Foundation from 1980-2005

rms less than ve years old accounted for all net job growth in

the United States.

MeSSAGinG

Staying on message is critical. There are key words that attrac

entrepreneurs and startups that others will recognize but wil

not resonate with in the same way. Since many people who are

entrepreneurs do not always see themselves as entrepreneurs

it is important to communicate at a level to which someone

who has the potential to unleash their entrepreneurial spiri

can relate.

The following is messaging we have found to work very wel

when it comes to attracting and getting entrepreneurs to apply

for the StartUp Cup:

StatUp Cup Pulc rlatonsand Maktng Campagn

In the business world, everyone is paid in two coins: cash

and experience. Take the experience rst; the cash will comelater.

Harold Geneen


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STArTUP CUP PUbLiC reLATiOnS AnD MArKeTinGCAMPAiGn

What is Your Big Idea? Let it Fly!

Win coaching, prizes and connections

StartUp Cup is a Business Model Competition not aBusiness Plan Competition

It is easy to apply. You only have to answer a few

questions about your business model

We are looking for anyone with a big idea and who

wants to start their own business

Start your startup today

Create your own career and job

The coaching and mentoring provided will give you

insights into how to improve your business model and

increase the chances for long term business success

Learn from experienced local business leaders and

startup specialists

We are looking for any business idea. StartUp Cup is

not limited to any one industry or business niche

If you know of a friend, family member, or associate

who has said, Ive got this great idea, but has not

done anything with it the StartUp Cup is for them.

We encourage you to develop your own messaging. One key

is to talk with entrepreneurs you know and see what type ofmessaging will get them excited. Bottom line, your job is to help

startups grow viable companies.

Note: If you develop new messaging and you nd it works

well (or fails) please share this information with StartUp Cup

representative so that we can better understand how to reach

entrepreneurs.

PUbLiC SerViCe AnnOUnCeMenTS*

Public Service Announcements (PSAs) are a great way to get

the word out about your StartUp Cup. Getting high prole peoplein your community to record a PSA will increase awareness

and exposure. The key is to partner with your City or local

educational institutions to work with local television outlets

that will help you secure commercial time slots to broadcast

the StartUp Cup PSAs. A good target would be to see a PSA

broadcast 300 or more times over a one-month campaign.

Tip: Try to get your Mayor or another popular elected ofcia

to record a :15 or :30 second promotional spot to spread

your message. Make sure they follow the messaging you give

them. They need to understand the target audience is the

entrepreneur and person with an idea who wants to start a

startup.

PrOMOTiOnAL PArTnerShiPS

One of the most effective methods to get the word out

about the application process being opened is to partne

with local organizations who can send out pre-written emai

announcements. Brainstorm a list of organizations and

institutions in your community who would be willing to

share your StarUp Cup with their community. Here are some

examples of organizations we would recommend seeing if they

will promote your StartUp Cup:

Community Colleges

Chambers of Commerce

Sponsors

City

Sustainability groups

Entrepreneurial service providers

Startup Weekend organizers

Economic development groups

Local mobile or web development groups

Dont be afraid to think outside the box. Red Hat groups and

quilters could be a great place to harvest entrepreneurs to

become part of your StartUp Cup. Anything is possible!

MeDiA PArTnerShiPS

One of the most powerful ways we have found to promote the

StartUp Cup is through local media partnerships. If you have a

Business Journal in your town or a local paper let them know

what you are doing and propose a partnership that allows them

special access (Not Exclusive) to the StartUp Cup process and

introductions to Entrepreneurs, Judges and Coaches.


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The value that your media partner can receive includes an

increase in advertisers, special stories of entrepreneurialism

and startups, and increasing their brand as a media source

that supports promoting an emerging localized entrepreneurial

economy.

Here are some ideas on what you can offer and support your

potential media partner to create:

Coaches Corner: Advice from StartUp Cup Coaches

and Judges on best practices for starting a startup

StartUp Cup Entrepreneur and business proles

Special stories of unique startups that are competing

in StartUp Cup

Special insert for the StartUp Cup Competition

Celebration that includes:

Entrepreneurial Resource Guide

Proles of the Finalists

Proles of the Judges and Coaches

You have nothing to lose by pitching the idea. If turned down by

one media outlet nd another to pitch. If it does not work the

rst year then try again the second year. Never ever give up!

MOrninG AnD eVeninG neWS ShOWS

Schedule your Chair to go on live morning and evening

news shows. Make sure the messaging is tight. Follow

the guidelines provided earlier in this section.

Tip: Plan ahead and have these interviews staggered

throughout the StartUp Cup application campaign.

Capture video of all interviews and post on all of your

social media outlets.

SOCiAL MeDiA

Social media is an inexpensive and effective method to get

the word out and create awareness within your community.

We recommend the following methods for getting the word out

through the Internet:

Facebook Create a StartUp Cup Facebook page to

keep people informed on the competition activities

and highlighting key messaging and a call to action.

Have friends invite friends to the kick-off event where

a lot of excitement will be generated.

LinkedIn Create your own local StartUp Cup LinkedIn

Group. Share the same information you share on

Twitter and Facebook. Create a call to action during

the application process.

Twitter Create a StartUp Cup Twitter account and

tweet updates about your StartUp Cup. Make sure to

share quality information on resources and tips on

starting startups. Include tweets about entrepreneurs

participating in your StartUp Cup.

These are just three examples of social media outlets that can

be leveraged to get entrepreneurs and your local community

excited about starting startups. There is no limit to the options

that you can experiment with, so try new approaches.

eMAiL bLASTS

Your marketing team will want to create a pre-written emai

and/or PDF emails that can be distributed through your StartUp

Cup teams personal networks and to share with promotiona

partners for distribution.

Tip: The key is to have your emails pre-written, including the

subject line and call to action messaging. The easier you can

make it for people to send and promote the more people and

organizations that will send your StartUp Cup email out.

ViMeO / YOUTUbe ViDeOS

Create your own StartUp Cup Vimeo or YouTube channel. The rst

year interview local entrepreneurs and capture their stories. Ask

what advice they would share for aspiring entrepreneurs. What

were some of their biggest challenges and how did they overcome

them? Why would they recommend entering StartUp Cup? Make

sure to end the video with a call to action message such as

Whats Your Big Idea? Let it Fly!, Submit Your Business Idea

at http://www.citystartupcup.com, Deadline for entry is ...

Tweet the video, post it on your Facebook page and share withyour LinkedIn Group. Share interviews about the StartUp Cup

that are conducted on early morning and evening television

news shows. Get creative and create your unique Interne

video campaign. Share you successes with your StartUp Cup

representative.


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MArKeTinG MATeriALS

As part of your StartUp Cup license we have provided you

with examples of the type of marketing materials that can begenerated to support promoting the application campaign.

Examples of the types of marketing materials we have found

success with include but are not limited to the following:

Postcards with call to action and Website address on

the front and StartUp Cup competition timeline on the

back

Banners with the call to action and Website address.

We do not put a date or year on the banners so that

they can be utilized the second year to reduce costs

Posters to place at local restaurants, coffee houses,

pubs and other locations that entrepreneurs frequent

FinAL ThOUGhTS

The campaign that you develop and promote for business

model submissions is the most critical element in the

StartUp Cup process. Without submissions you will not

have a successful StartUp Cup, and once the application

deadline is reached no additional submissions can be

accepted.

Your main focus for the initial promotions outreach of StartUp

Cup needs to be on creating a call to action that inspires the

entrepreneurs of your community to submit their business

model for the StartUp Cup Business Model Competition.

Tip: It is not the quantity of submissions received as much as

the quality of submissions that really matters to the success

of your StartUp Cup. Securing 25 really good business model

ideas is much better than dealing with 100 really bad ideas!


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The STArTUP CUP WebSiTe iS YOUr

FrienD

Over the years we have learned that the most effective and

practical way to engage entrepreneurs, collect submissions,

and communicate with participants and potential participants

of the StartUp Cup is exclusively through the Website and use

of email communications. This, however, is not always possible

and in areas of limited Internet access accommodations will

need to be made. Some entrepreneurs will want to talk with

team members, Judges and Coaches via telephone. This

has the potential to lead to miscommunications and other

potential challenges. Your team will want to stay aligned withall communications being conducted through formal channels

found exclusively on the Website or through direct email

communications as much as possible.

Tip: Avoid or limit the use of phone numbers on the Website or

in email communications, unless Internet access is not readily

available in your community. You will want to direct anyone

interested in your StarUp Cup to the proper email channels.

This will give you a record of your communications and will

allow you to engage more team members in the responses as

required. The Website is your friend and should be utilized as

much as possible.

Your Website is also the home of all information regarding time-

lines, rules, submissions, resources, and frequently asked

questions. The campaign to enroll entrepreneurs to submit

their idea for inclusion in your business model competition will

ideally be managed through your StartUp Cup Website.

USe The STArTUP CUP WebSiTe

TeMPLATe

We have provided you with a StartUp Cup Website Template

that you can tailor to your needs. This template includes the

following:

Homepage with photo and sponsor sliders

Rules

Resources (You will want to update with your local

entrepreneurial service providers)

Timeline (Including two (2) coaching sessions)

About Page: Why StartUp Cup?

Sponsors - include the logos

On the remaining pages you will want to ll in with the tailored

information for your communitys business model competition

This includes:

Judges (Photo and biography for each)

News (Add as you secure news articles)

Twitter Feed

Contact Us (We recommend setting up a Gmail

account, e.g. [email protected])

The Website Template is designed to be exible, allowing you

to add other pages and areas to the site as required by you

communitys unique needs.

You StatUp Cup Wst

The two wordsInformation and Communicationare oftenused interchangeably, but they signify quite dierent things.Information is giving out; communication is getting through.

Sydy J. has


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Note: The Ofcial Rules are guidelines to be customized

by each StartUp Cup organizer to be posted on the website.

As with everything associated with StartUp Cup you are free

to make updates and changes to t the needs of the local

community.

The StartUp Cup Business Model Competition is designed to

stimulate entrepreneurial activity, grow jobs through startups,

and increase awareness of the resources available to growentrepreneurs in . All winners will be

selected on an objective basis as determined by the criteria

set forth below. You must read and comply with these rules

to enter the StartUp Cup Business Model Competition (the

Competition). This competition is void where prohibited by

law.

Who can enter the Competition?

The Competition is open to all participants who meet the

following criteria:

The model must be an original idea for a business

from idea up to ve years in operation.

Applicants need not be based in

but they must agree to establish or expand business

operations in the Metro area of

if they win.

Company ofcers/members are 18 years or older at

the time of entry and are legal residents of the

Company members cannot be directors, ofcers, or

employees of, or .

Immediate family members of any of the above

are also disqualied. NOTE: students who are not

employed by the College (if a college is associated)

are allowed to compete.

Not-For-Prot submissions will not be accepted.

How do I enter?

Fill out the ofcial Business Mode

short form. Your submission must contain the following

information:

Your business idea

Need and/or solution being lled

Product and/or service

Market size

Target customer

Revenue streams

Management team

Strategy to market

Funding requirements, if any

Submissions will be accepted between .

Judges will review submitted Business Models andthose selected to enter the competition will be notied

of their acceptance on or before .

If selected for the competition a comprehensive

Business Model and nancials will be required for

submission by . Instructions and a link to an

online Business Model long form will be sent to those

invited to participate in the competition.

All information will be kept condential. The judges may require

verication of certain information during the review of the

business model. Only complete online business model formswill be considered.

Any questions regarding submission of business models should

be addressed to the Representatives

of the Competition will not respond to direct inquiries regarding

the contest other than general administrative questions.

OcialRules*


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What can I win?

The winners will be determined from all eligible entrants. The

winners will be presented awards at the StartUp CupAward Celebration to be held . Winners must be present

to accept awards. All nalists will be expected to participate

in or attend the StartUp Cup Award Celebration and may be

required to make a brief presentation about their companies

during the celebration.

The maximum award distribution for the winning business model

shall not exceed $30,000 for First Place, $5,000 for Second

Place and $2,500 for Third Place. In addition, the winning

business model may receive entrepreneurial/

Strategic Partner support, and introductions to additional

funding sources. Additional prizes may be awarded to other

entrants. Other entrants must be present to accept these

awards.

Note: There is no guarantee, expressed or implied, that any

business will receive an award. Should no entries into the

competition meet the entry criteria, should no entry have

a reasonable chance for success and should the selection

committee determine no winner exists for that year of the

competition, no award will be made for that year and the award

money will be used for the following years competition. The

odds of winning a prize depend on the skill of the entrants and

the number of entries received. All taxes associated with the

prize are the sole responsibility of the prizewinner. Prizes are

not transferable.

How will the Judges decide on a winner?

Decisions will be made by a panel of judges consisting of

representatives from the . The judging panel will evaluate business models on

the basis of:

Reasonable opportunity for success of the business

model

Company meets an identiable need and actively tests

market response

Company has a strong execution strategy

Company has identied and allocated resources to be

successful

Company utilizes resources effectively

Company has a believable competitive advantage

Company has a sound target market and customerbase

Revenue and prot models that t

Strong, coachable management team

Contribution to uniqueness

Realistic time-frame for company growth

The entrants to the Competition will be judged on the merits

of their business models with three presentations made to

the panel of judges. The rst presentation will include the top

twenty ve business models. The second presentation wil

include the top twelve business models and the nal round o

presentations will include the top seven business models.

In the event of a tie, the judges will select the model that has

the higher score under Reasonable opportunity for success

of the company. All decisions regarding the criteria will be

made solely by the organizers and sponsors. All decisions o

the judges are nal. These Ofcial Rules and the decisions of

the judging panel are nal and binding in all respects.

How do I nd out if I won?

The winners will be announced at the StartUp Cup

Award Celebration on . In addition to complying with the

conditions set forth, as a condition of receiving a prize, each

winner must sign an afdavit of eligibility and publicity/liability

release. Failure to sign and return all of these forms within 14

days following notication will result in disqualication and

an alternate winner may be selected. Non-compliance within

this time period may result in disqualication and selection of

an alternate winner. Return of any prize/prize notication as

undeliverable may result in disqualication and selection of an

alternate winner. The Winners list will be available after the

ofcial awarding of prizes at the StartUp Cup Award

Celebration.

What are the other conditions of the Competition?

Other Funding or Competitions. Teams that have already

secured funding from any source must disclose the amounts

and sources at the time of entry, or as soon as they become

OFFiCiAL rULeS


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aware of any funding commitment during the duration of

the competition. Teams that have entered a model into any

other business plan competition must disclose this at the

time of entry or as soon as they enter their model in another

competition during the duration of the Competition.

Original Work of Authorship. All entries must be original and

free from any claim of copyright or other restriction relating to

the Competition.

Number of Entries. No individual may be included as a team

member with more than one business model, and no business

may enter more than one business model.

Payment of Prizes. The cash awards paid by the sponsors/

judges do not constitute an investment in the winning business

model. Sponsors/judges will not receive equity in the winning

companies in exchange for the prize money. Awards to the

winners of the Competition will be issued in the name of the

company as set forth in the plan and the sponsors/judges do

not assume any liability for any subsequent distribution.

Competition. No responsibility is assumed and entrants

waive all claims for lost, late or misdirected entries, or for any

problems of technical malfunction of any telephone or network

lines, computer online systems, servers or providers, computer

equipment, software, failure of any email or entry received bySponsors on account of technical problems or trafc congestion

on the Internet, the website or any combination, thereof

including, without limitation, any injury or damage to entrants

or any other persons computer resulting from any causes,

including without limitation downloading any materials in the

promotion. Entrants who violate these Ofcial Rules, tamper

with the operation of the Contest or engage in any conduct that

is detrimental or unfair to Sponsors, the Competition, or any

other entrant (in each case as determined in Sponsors sole

discretion) are subject to disqualication from entry into the

Competition. Sponsors reserve the right to lock out any entrantwhose eligibility is in question.

Release and Waiver. By entering, participants, without

limitation, release and hold harmless Sponsors, judges,

coaches, and their respective directors, ofcers, employees,

and agents from any and all liability for any injuries, loss, or

damage of any kind in connection with the Competition. By

entering this Competition, you agree to waive any right to claim

ambiguity or error in these Ofcial Rules or in the Competition

itself. If you have any questions about these Ofcial Rules o

the Competition, please contact

Who are the sponsors of this Contest?

The sponsors of the StartUp Cup are .

OFFiCiAL rULeS


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Winners makea habit ofmanufacturing

their own positiveexpectations inadvance of theevent.ba Tacy

StartUp Cup Competition Kick-Off Event

If you choose to host a StartUp Cup Kick-Off Event

it will serve as an opportunity to celebrate the

ent