startup sussex - making ideas happen
DESCRIPTION
Presentation by Melanie Farmer, Sussex Innovation Centre, on setting up your own business. Part of the Startup Sussex programme, with University of SussexTRANSCRIPT
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25 October 2012
Melanie Farmer / Paul JordanSussex Innovation Centre
STARTUP SUSSEX‘Making ideas happen’
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25 October 2012Slide 2
WHAT WE WILL SAY TODAY
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25 October 2012Slide 3
WHAT WE WILL SAY TODAY
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25 October 2012Slide 4
A BEAUTIFUL REASON
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25 October 2012Slide 5
A BEAUTIFUL REASON
� “To make people of all ages everywhere happy.”
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25 October 2012Slide 6
� “To organise the worlds information and make it universally accessible and useful.”
A BEAUTIFUL REASON
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25 October 2012Slide 7
� “To inspire athletes around the world.”
A BEAUTIFUL REASON
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25 October 2012Slide 8
� “To create a place where practically anyone can buy or sell practically anything.”
A BEAUTIFUL REASON
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25 October 2012Slide 9
� “To make every customer in every restaurant smile.”
A BEAUTIFUL REASON
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25 October 2012Slide 10
PROBLEM YOU ARE SOLVING
vs
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25 October 2012Slide 11
PROBLEM YOU ARE SOLVING
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25 October 2012Slide 12
MARKET
24.9 million
12 million
1 million (8%)
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25 October 2012Slide 13
MARKET
24.9 million
(TAM)
12 million
(SAM)
1 million
(8% SOM)
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25 October 2012Slide 15
WHO REALLY CARES?
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25 October 2012Slide 16
WHO REALLY CARES?
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25 October 2012Slide 17
HOW DO THEY BUY?
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25 October 2012Slide 18
WHAT ELSE IS HAPPENING?
+
� Organic
� Wheat-free
� Everything
� Every pet
� Slick
� Old style site
� Know their strengths
� Use of partners
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25 October 2012Slide 19
HOW DO I FIT IN?
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25 October 2012Slide 20
� We like to call this your CUSP (Current Unique Selling Point)
which implies you are always innovating.
UNIQUE SELLING POINT (USP)
1966
1981
1970s
Full-suspension mountain bikeUser modified cruiser
bicycle
Road bicycles
Mass production
1990s Carbon fibre etc
2000s World Championships (1990 first one)
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25 October 2012Slide 21
SOURCE OF NEW PRODUCTS
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25 October 2012Slide 22
CUSP
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25 October 2012Slide 23
Gold Silver Bronze
Product x
Product y
Product z
� Simple, unexpected and concrete
PRODUCT PACKAGING
� Read, ‘Made to stick’ by Chip & Dan Heath
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25 October 2012Slide 24
PRODUCT PACKAGING
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25 October 2012Slide 25
PRODUCT PACKAGING
� Economist.com subscription – US $59.00One-year subscription to Economist.com.
Includes online
access to all articles from The Economist since
1997.
� Print subscription – US $125.00One-year subscription to the print edition of
The Economist.
� Print & web subscription – US $125.00One-year subscription to the print edition of
The Economist and online access to all articles
from The Economist since 1997.
68%
32%
16%
84%
0%
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25 October 2012Slide 26
PROTECTING YOUR IDEA
� “If you tell, you’ve got nothing to sell”
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25 October 2012Slide 27
PROTECTING YOUR IDEA
� Patents
� In certain businesses; essential.
� Telecoms � Medical � Engines
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25 October 2012Slide 28
PROTECTING YOUR IDEA
� Trademark
� Your brand is important and in order to protect it, you can register it as a trade mark.
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25 October 2012Slide 29
PROTECTING YOUR IDEA
� Design
� Design is about the way an object looks: its shape, its
visual appeal. You can register a design.
� BMW Mini � Dyson � Coca Cola
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25 October 2012Slide 30
PROTECTING YOUR IDEA
� Copyright
� Others may not copy the work for author’s life plus 70
years
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25 October 2012Slide 31
OVER TO PAUL