A very straight presentation about planning a business rather than writing a business plan, with a particular focus on first time entrepreneurs willing to start a new venture in the creative paper sector.

1. Paper? Still a vibrant market

2. "It took almost 4 years, a few
business model changes and 348
investor pitches before...“
(1)

3. "It took almost 4 years, a few
business model changes and 348
investor pitches before...“
(1)
Welcome to
business planning!

4. Agenda
•
•
•
•
Who I am, in 2 pictures
The entrepreneur, in 2 pictures
Tell everyone about your idea
Plan your business, the first tool
–
–
–
–
–
Customer segment
Value proposition
Customer reltionship
Channels
Revenues
•
Plan your business, the first tool
–
–
–
–
•
•
•
•
Key parteners
Key activities
Key resources
Costs
Next steps
Good reads
References
Credits

5. Who I am
Floriano Bonfigli
@io_floriano
floriano.bonfigli@istao.it

6. Who I am, in 2 pictures
Theory @
Practice @

7. The entrepreneur, in 2 pictures
Ups and downs
Resilience

8. Are you ready?

9. Tell everyone about your idea
Without
getting
people
bored

10. Tell everyone about your idea
I am Floriano Bonfigli, founder and CEO of Collabobeat.
Introduce yourself, it’s just
being polite
We are developing a digital platform helping doctors share visit notes
with their patients. In fact, up to 80% of medical information provided to
patients by healthcare practitioners is forgotten immediately. This is
bad, very bad ,because patients feel lost and doctors loose their trust.
Tell about the probelm
you’re trying to solve (no
one cares about your
solution).
The market we are addressing is worth more than €60B and is growing
at a 22% rate.
$how the opportunity
We have a private beta and are looking for doctors willing to join our
community of early adopters, people willing to influence and shape the
solution, together with us! Please, put me in contact with some open
minded doctor.
They will like Collabobeat, so will their patients!
Ask for help, you will not have
a second chance
(2)

11. Give your idea a name

12. Plan your business - rather than writing a business plan
‘‘This is
not fair,
no one
wrote this
on the
business
plan!’’

13. Probably the most agile tool to start with
(3)

14. Customer segment

15. My customer segment, you
Students Young students  Young
students willing to become
entrepreneurs  Young students willing
to become entrepreneurs in the paper
sector
What’s your segment?

16. Define your segment
Is it well funded?
Is it readily accessible to you/your sales force?
Does it have a compelling reason to buy?
Is there some sort of competition blocking you?
When you win this segment, can you leverage it
to enter into a new one?
Is it cosistent with your values and passions? (4)

17. Value proposition

18. My value proposition for you
Being an entrepreneur in the paper sector?
More likely than you think – Fun – Rewarding
What’s your value proposition?

19. Define your value proposition
Satisfy your customer segment’s top priority
What’s the main benefit of your product? Keep it
simple: is it better, faster or cheaper?
What do your potential customer segment want to
gain out of your product?
Compare the status-quo not involving your product
to the possible state by using your solution
Is it cosistent with your values and passions?

20. An example of value proposition
Keep
it
simple!!!

21. Customer relationship

22. My customer relationship with you
Based on:
i.Transparency, do you remember the 2 pics
about being an entrepreneurs?
ii.Collaboration, we are on the same page.
iii.Trust, the more we trust each other the
more we share our knowledge
What’s your customer relationship based on?

23. Define your customer relationship
Do you want to play the role of the expert, colleague
or friend?
What do you want to gain out of your relationship
with your customer?
Is your customer relationship consisten with the
market segment and value proposition chosen?

24. Channels

25. My channels with you
i. Today’s lecture (off-line)
ii. Following and interacting with me through
my Twitter account @io_floriano (on-line)
iii. drop me a line on floriano.bonfigli@istao.it
(on-line)
What are your channels for explaining your
value proposition?

26. Define your channels
Off-line: brick&mortars, fairs, conferences, speaking
engagements...
On-line: your own web-site, third party platforms
(e.g. Etzy.com), on-line customer service (e.g.
Zopim.com), Twitter profile, Facebook page, Google +
page, LinkedIn profile, newsletter...
For what purposes? Pre-sales, sales, post-sales,
problem awareness, solution awareness...

27. Etsy
The world's
most vibrant
handmade
marketplace

28. Etsy
Plenty of
products
made out of
paper

29. Revenue streams

30. My revenue streams
i. My hourly rate x number or hours, paid by the
organizers of this course
ii. Your contacts, namely email addresses
iii. You speaking well about me to the organizers of
this course, if deserved
iv. You referencing me to your networks, if deserved
What are your main two revenue streams?

31. Key partners

32. My key partners
i.
ii.
iii.
iv.
The organizers of this course, for the logistics
My family, for the family logistics...
My car, laptop and internet connection
My former experience in the domain
List your key partners

33. Key activities

34. My key activities
i.
ii.
iii.
iv.
Looking at my previous presentations (pre)
Coming up with a new one (pre)
This lecture
Replying to your emails (post)
List your key activities

35. Key resources

36. My key resources
i.
ii.
iii.
iv.
My English language skill
KISS attitude (Keep It Simple Stupid)
Continous interaction with the audience
My own time after the lecture
List your key resources

37. Cost structures

38. My costs
i. The time I’m here and not somewhere else doing
maybe more profitable activities
ii. Electricity when preparing the lecture on my
laptop
iii. Today’s expenses: methane, toll, lunch in
Fabriano
List your costs

39. Next steps

40. Next steps
• Approach 10 potential customers and test
your value proposition
- Customers must belong to your segment
- Be in inquiry mode rather than sell mode
•
What did you learn?

41. Thanks included!
@io_floriano
floriano.bonfigli@istao.it

42. Good reads
1. Annal Vital, How Many Times Should You Try Before Success?
http://fundersandfounders.com/how-many-times-should-you-try/
2. Brett Martin, Postmortem of a Venture-backed Startup Lessons Learned from the rise and fall of @Sonar
https://medium.com/p/72c6f8bec7df
3. Paul Graham, Do things that don’t scale http://paulgraham.com/ds.html
4. Slava Akhmechet, 57 startup lessons http://www.defmacro.org/2013/07/23/startup-lessons.html
References
(1)
http://fmineiblog.wordpress.com/2013/07/18/the-self-conscious-entrepreneur/
Business Model Generation: A Handbook for Visionaries,
(2)
* Coppola, A. (2011) What investors want, and how to
successfully pitch them. [Presentation] InnovactionLab,
Spring 2011.
(3)
(4)
Game Changers, and Challengers by Alexander Osterwalder
Disciplined Entrepreneurship: 24 Steps to a Successful
Startup by Bill Aulet

43. Flickr credits
@ onigiri-kun
@ davemmett
@ Raymond Larose
@ Nick Grabowski
@ Nardino
@ angelocesare