technological entrepreneurship
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TECHNOLOGICAL
ENTREPRENEURSHIPGTM
360PRESENTATION
Guest Lecture @ Indira Institute of Management (MCA) Pune12 August 2013
By:
Ketharaman Swaminathan
Founder CEO
GTM360 Marketing Solutions
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Contents
Introduction
Entrepreneurship Ecosystem
Critical Success Factors
Business Plan
Business Plan Walkthrough
References
Q & A
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Introduction
B. Tech Chemical Engineering, IIT Bombay, 1985
Masters in Marketing Management, Jamnalal Bajaj, 1991
Over 20 years of work experience in IT industry in sales,
marketing, delivery and general management roles across
companies like Fujitsu / Zensar, Oracle / i-flex, Ramco and Wipro
Quit Oracle in 2009 as Head of Global Business Development to
start GTM360 Marketing Solutions GTM360 was founded on the belief that marketing can help
technology companies catapult to the next level
Company began business with services around positioning,
messaging, content and campaigns
It later expanded into web and mobile apps in sales and marketing
Today, GTM360 is an example of technology entrepreneurship
Exposed to technological entrepreneurship at IIT Bombay and
mentor some companies founded in campus
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IIT Bombay Technology Startups
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PaxPlay
Hungry Hamster
Housing.co.inLazy 8 Mobile
Games Sabjiwaala.com
AbleBrain
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The Entrepreneurship
Ecosystem (1/2)
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Entrepreneur CompanyServiceProvider
Investor Mentor ?
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The Entrepreneurship
Ecosystem (2/2)
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Entrepreneur CompanyServiceProvider
Investor Mentor CUSTOMER
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Critical Success Factors
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Idea Funding Talent
Tenacity Risk Timing
Market Persuasion Orientation
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My Top 3 CSFs
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Idea Funding Talent
Tenacity Risk Timing
Market Persuasion Orientation
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Tenacity
Staying power
A potential customer notices your message only after being
exposed to it 7 times
Single digit conversions are the norm, which means rejection
from >90% of the market
Example-1: Oracle almost filed for bankruptcy in 1991 Example-2: LinkedIn has taken 10 years to reach its current level
of fame and fortune after almost being written off in 2007-2008
Tips
Dont walk alone
Celebrate every success product feature, customer acquisition, site go live,new joinee, etc.
Always have the business model on your radar
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Timing
Point of market entry
Early mover advantage is rare
Example-1: Google was the 99th search engine and entered the market
in 1998 well after Alta Vista, Lycos and many other search engines
Winner takes all is a trend restricted to network businesses (eBay,
GroupOn, Credit Card Networks)
Other types of businesses have room for scores of players
Example-2: ERP (SAP, Oracle, PeopleSoft, Microsoft, Ramco)
Example-3: Core Banking (FLEXCUBE, Temenos, Fidelity, Fiserv,
Finacle, BANCS)
Tips
Track new trends constantly but dont always rush to launch Learn from the mistakes of early movers and do a better job than them in
product, sales, marketing, support, talent and all facets of your business
Trust your gut feeling
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Orientation
Whose problem are you solving?
Example-1: Startup develops a consumer loan origination
system. By automating the decisioning process, it
accelerates loan approval. Delays in approvals are painful
for the borrower but not for banks at whom this software is
targeted
Example-2: Startup charges fees to corporates for sourcingand supplying interns. Demand-supply situation is very
highly skewed in favor of corporates, so they have no
reason to pay for offering internships
Tips Start from an outside-in perspective and work backwards
Recognize inertia, change resistance, substitutes and competitiveofferings as realities of the market
Consider pivoting if you are spending too much effort in educating the
market or trying to change consumer behavior
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Mumbai
Pune
When will
you reach
Mumbai?
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My Favorite Three Quotes
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Tenacity
Timing
Orientation
It takes 10 years to become an
overnight Hollywood celebrity.
The early bird might catch theworm but its the late worm that
escapes the early bird.
When all you have is a hammer,the whole world looks like a nail.
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Business Plan
A business plan is a formal statement of a set of business goals, the
reasons they are believed attainable, and the plan for reaching thosegoals. It may also contain background information about the organization
or team attempting to reach those goals. Source: Wikipedia1
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TABLE OF CONTENTS
Name of your product / service / offering
Pain / gain areas
Target audience
How does your offering solve the problem or create the gain?
Monetization strategy: Who will pay, how much will they pay, pricing models,
What will it cost you to develop, market and deliver the solution?
Competition analysis: Who are your competitors, how do you differentiate
yourselves, ? Market outlook: Size, growth rate,
Sales: Volume, value,
Cost of Sales
Profit: Operating, gross, net,
OwnApplications
OnlineGreenGrocer
CPQ
Software
UniversityLaundromat
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Business Plan Walkthrough (1/2)
Name of your product / service / offering
EMAIL360 is a cloud-based website lead generation software2 that lets websitevisitors log leads from whichever page of a website they are currently
browsing.
Demo / Live
www.gtm360.com/EMAIL360/index_email360.php /
www.eInsurancePortal.com.
Pain / gain areas
Prospects and customers are frustrated by long forms3 and complexCAPTCHA codes4 found on the contact us pages of most websites. Their
exasperation grows manifold when they are on a mobile device. As a result,
over 60% of visitors bounce off websites without taking any action.
Target audience
Website owners and marketers whose marketing dollars go waste when visitor
abandon their websites without sharing their contact information or taking any
CTA.
How does your offering solve the problem or create the gain?
EMAIL360 enables 1-Click lead logging without page transition or complex
CAPTCHAs, thereby driving more leads from the same traffic.
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Business Plan Walkthrough (2/2)
Monetization strategy: Who will pay, how much will they pay, pricing models,
Website owners and marketers. Amount depends upon the value of leads, which in turn dependsupon the ticket size of their products / services. Generally, B2B leads are worth more than B2C
ones. Under the BASIC pricing plan5 of EMAIL360, customers get 5 free leads so that they can
test the quality of leads delivered by EMAIL360 compared to their existing online lead forms.
Beyond that, they can sign up for PRO or PREMIUM plans.
What will it cost you to develop, market and deliver the solution?
Around 24 person-months of efforts of midrange IT resources.
Competition analysis: Who are your competitors, how do you differentiate yourselves,?
ContactMe, Kampyle are two similar products. But real competition comes from existing lead
forms. EMAIL360 differentiates itself by delivering a superior UX and routing leads automatically.
Market outlook: Size, growth rate,
Market is huge since it includes all websites that collect visitor info, especially mobile web.
Sales: Volume, value,
Over 200 customers.
Cost of Sales, Profit,
Cost: Website hosting charges. Profit: High.
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Closing Thoughts
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Starting a company feels like you're jumping off a cliff and
building an airplane on the way down
- Derrick Fung @ Quora6
It's very easy to form
the team from college.
Post 26-27 age,
issues like marriage
etc. will arrive andtaking risks won't be
possible.
- Rahul Yadav, CEO,
Housing.co.in
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References
1. http://en.wikipedia.org/wiki/Business_plan
2. http://www.gtm360.com/EMAIL360/index_email360.php
3. http://gtm360.com/blog/wp-content/uploads/2012/10/AD-WSJ-02.png
4. http://gtm360.com/blog/2012/08/25/if-you-must-use-a-long-form-at-least-pre-fill-
as-much-of-it-as-you-can/
5. http://www.gtm360.com/EMAIL360/pricing.php
6. http://startuplife.quora.com/How-a-Business-is-Like-an-Airplane
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Making IT marketablewww.gtm360.com
Thank You!
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