seeking differentiation
DESCRIPTION
This presentation was given to a class of International Management students at the HES-SO of Sierre, Switzerland.TRANSCRIPT
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HES-SO Valais/Wallis
Institut Entrepreneurship Management
Sierre, Switzerland
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Luca Salzano
Co-founder and CMO @Novertur
/lucasalzano
@Luca_LS87
/luca_salzano
therightsocialmedia.novertur.com
A Born-Global Start-up Case: NOVERTUR
PROSPECT / INTERACT / TRADE
“Seeking Differentiation”
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Love is all about finding the right partner.
Business is just the same.
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What is Novertur
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Novertur: Overview
4
Some users:
3’500 user-companies
5 full-time employees
21 trade organizations
17’000 follow relationships
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Novertur: Technology
5
Advanced matchmaking algorithm
(big data analysis, semantic, clustering technics)
Financing Development Partner/support
Patenting
process
initiated in EU
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Novertur: Team
6+2 developers
Benoit Perroud
Board member (CTO)
Florent Schlaeppi
CEO – Co-founder
Marius Aeberli
Creative Director – Co-founder
Jacques Billy
Board member (CFO)
Luca Salzano
CMO – Co-founder
Alpaslan Korkmaz
Advisor - International business
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Novertur: A Born-Global Start-up (1)
7
Source: Oviatt& McDougall, 2005
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Novertur: A Born-Global Start-up (2)
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co-founders
marketing
support
software
development
telemarketing
data-entry
management
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Internationalizing Novertur from Inception (1)
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Why Born-Global?
• A global concept
• A need for resources we couldn’t have at home
• A will to identify promising growth market
• A global mindset
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Internationalizing Novertur from Inception (2)
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Do we have all the skills to develop our product?
NO!
Seed to hire the teamCo-founders savings and
shares to hire the team
The Portuguese
Miracle!
Go international to find
better prices with same
quality skills
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Internationalizing Novertur from Inception (3)
11
Developing a user-base abroad: Business development
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Internationalizing Novertur from Inception (4)
12
Developing a user-base abroad: Business development
In some cultures, saying
“yes” doesn’t necessarily
mean “yes”
“Founders must turn
into salesmen”
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Internationalizing Novertur from Inception (5)
13
Developing a user-base abroad: Trade shows
“Founders must turn
into [international]
salesmen”
“A marketers
generational battle”
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Internationalizing Novertur from Inception (6)
14
Developing a user-base abroad: Online marketing
• Lower costs
• Measurable ROI
• Manageable expenses
• Perpetual presence
• Smaller cultural gap
• Directly related to our product
Advantages of international
online marketing
“Using internet to
export”
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Internationalizing Novertur from Inception (7)
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The Born-Global Novertur
An international value chain
A product designed for international
A simultaneous market launch on several initial markets:
A rapid marketing effort into the global market:
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Competition
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“Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.”
– Michael Porter
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Competition
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0
1
2
3
4
5
6
Intensity of
competitive rivalry
Threat of new entrants
- Internet Players
Threat of new entrants
- Consulting Org
Bragaining power of
suppliers
Bargaining power of
customers
Threat of online
substitute products
Threat of offline
substitute products
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Seeking Competitive Advantage (1)
18
Positioning
Business network SMEs
Internationalization
Online
Quicker
Affordable Relevant (Matchmaker)
The business matching network for SMEs’
internationalization
Pledge: “Find complementary trade partners abroad”
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Business Matchmaking
Softwares (events)
Social networking services
B2B Marketplaces
Business directories
Digital solutions
Seeking Competitive Advantage (2)
19
Fin
dre
leva
nt
inte
rna
tio
na
l b
usi
ne
ss p
art
ne
rs
(ma
tch
ma
kin
g)
Build your trusted business network
(networking)- +
-
+
Which competitors?
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Seeking Competitive Advantage (2)
20
Business Matchmaking
Softwares (events)
Fin
dre
leva
nt
inte
rna
tio
na
l b
usi
ne
ss p
art
ne
rs
(ma
tch
ma
kin
g)
- +
-
+
Build your trusted business network
(networking)
Trade shows
Market-Entry Service Providers
(incl. TPA)
Chambers of Commerce
Traditional solutionsWhich competitors?
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Context:
• Small structure moving quickly
• Clear focus on internationalization of SMEs niche
Seeking Competitive Advantage (3)
21
Doing things better: A combination of skills
Digital MarketingInternet
Technology
International
Trade
Tailored-product
Small operational costs (burn-rate)
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Seeking Competitive Advantage (4)
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Doing things better: Technology partnership
NOVERTUR
• Acquire UNIQUE technology skills (technology transfer)
• Develop the most advanced UNIQUE B2B Matchmaking Technology
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Seeking Competitive Advantage (5)
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Facing potential new entrants: Intellectual property
NOVERTURB2B Matchmaking Technology
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Seeking Competitive Advantage (6)
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Facing potential new entrants: Developing partnerships
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A Sustainable Competitive Advantage?
No Patent can secure an Internet Start-up!
You’d better focus on your customers and adapt,
given the resources that you have.25
“The only sustainable competitive advantage is an organization's
ability to learn faster than the competition.”
- Peter M. Senge
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Q&ASESSION
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@Novertur
Let’s keep in touch!
/Novertur
+Novertur
/Novertur
Follow us!
@Luca_LS87
/lucasalzano
+LucaSalzano
Novertur - www.novertur.com
Blog – therightsocialmedia.novertur.com
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