Description
Startup capital refers to the money that is required to start a new business, whether for office space, permits, licenses, inventory, product development and manufacturing, marketing or any other expense. Startup capital is also referred to as "seed money."
BRAND MANAGEMENT & STARTUP
FINANCING FOR BIOENTREPRENEURS
Dr Ritesh Malik
We are all in the business of
selling
COMMUNICATION
Vs
CONNECTION
WHAT IS A BRAND?
What people think of you? when they think of you?
Brand of a company = Reputation of a person
TRUST
Product is made in factories!
Brand is made in minds of people!
A brand is nothing but a PROMISE
Brand?
Value
IT ALL STARTS WITH A GREAT
PRODUCT
A brand is the overall feel of the product
EXPERIENCE
MARK OF QUALITY
PRODUCT
Be the yardstick of quality
DO YOU KNOW ABOUT THESE?
SOME PEOPLE INSTEAD OF PASTE SAY COLGATE
Customer
•
feedback
•
ownership
•
loyalty
STARBUCKS STORY
•
6 point mission statement
•
Flat organisation
•
Each employee is a partner (medical | vision |
dental | stock options | tuition reimbursements
| vacation).
•
Goal: Happy Employees | Loyal Customers
•
Highly detailed & instructive training programs.
APPLE? GOOGLE IT
Foxconn
.
Minimalism: Less is more.
Design is the most
immediate,most explicit
way of what products
become in peoples
minds.
CULTURE BUILDING
Its not about a department. Its about the complete team. Culture & foundations of a
company. We have certain in?uences from people around us. This is called a culture
Culture is a way of life of a group of people - their behaviours, beliefs,
values & symbols that they accept generally without thinking about them, and that
are passed along by communication & imitation.
- Edward T. Hall
STORY OF INTEL
The Golden Circle of Brand Formation
WHAT IS MARKETING?
Marketing
Branding Sales
Short Term Long Term
WHY TO CREATE A BRAND?
of people are more likely to buy an expensive
product from a brand they trust.
68%
3.8 Billion $
•
Essence: piece of paper
•
Branding has made it valuable
•
Owner of the brand: Federal Reserve
•
Testimonial from the ?rst President G. Washington:
This note is a legal tender for debts public & private.
•
Emotionalization of the brand: In god we trust
•
It is a world brand: It confers uniform value globally.
From whom would you buy. Buying is a process of emotionalising
your fallacies. Deep in your mind you know what you want!
LOGOS OF MY PRODUCTS
Impact on the mind
COMPONENTS OF BRANDING?
DEFINE
MESSAGE
CONSISTENCY REMIND
THINK BIG
BE BIG
Clarity
USP
Differentiator
CVO
CYCLE OF BRANDING
Product
Design
Visibility Need/Value
DIGITAL MEDIA
GOING THE GUERRILLA WAY
July 29, 2014: within 5 seconds
Xiaomi Mi3 on August 5, 2014: 2 seconds.
MEDIA (PR)
•
Catchy Phrase
•
Even a small company should have a
very effective brand strategy
(envelopes etc.)
•
Social Media Presence (Managing
con?ict, 2 way communication)
•
Future of Facebook
•
Posts
•
Website
•
Aggregator
•
Review
•
PR Hustling
BEHANCE | CROWD STUDIO | 99 DESIGNS
The era of ‘freelancing’
MEDANTA
AAP - BRANDING GENIUS
Social
Media
Connect Logo Persistence
PR |
Media
CROWDFUNDING
Its an all across victory!
money | PR | VC
PARETO’S PRINCIPLE
20% of your brand loyalists create 80% of sales. Repeat customers make all the difference.
General | Content Marketing
POWER OF SOCIAL MEDIA
How Deep Kalra did it?
MakeMyTrip
CHOICE
HOW TO GET FUNDED
LIGHTENING FAST?
Honesty
Connections
Word of mouth
Not being a KNOW IT ALL
Research
Evangelists
Product! Product! Product!
UNDERSTANDING ROUNDS
WHAT TO DO BEFORE
RAISING FUNDS?
Get Lean
Clear Corporate Structure
Go to events
Be a storyteller
Personal Branding
Books
Accounting
Employee contracts
Technology
Vendor & Partner Agreements
Customer Acquisition MODEL, Revenue Stream
WHY DO YOU NEED TO
RAISE CAPITAL?
Experiment on your own money, raise when you’re absolutely sure of
what’ll work. Do not experiment on investors money.
Paying Yourself is Not a Reason to Raise Early Stage Funding
HOW MUCH DO YOU NEED?
Why raising small funds might be of no use?
How to avoid the post funding trough?
Clarity is CRITICAL.
WHICH INVESTOR?
PRIVATE OR INSTITUTIONAL?
INVESTORS CAN BE A PITA!
WHAT TO DO AFTER
RAISING FUNDS?
HOW TO USE CAPITAL?
Vision
Focus
Judicious allocation of funds
INVESTORS PERSPECTIVE ‘TIM’
Traction is KING
Design is QUEEN
Cash?ow is ALMIGHTY
IN WHAT TYPE OF
ENTREPRENEURS DO
PEOPLE INVEST?
IDEAS ARE THE CURRENCY OF THE FUTURE
Conceiving out of the box ideas
Creating Value
Constructing growth
Communicating your IDEA
Connecting with the masses
Innovation
Disruption
Dr Ritesh Malik
doc_385755723.pdf
Startup capital refers to the money that is required to start a new business, whether for office space, permits, licenses, inventory, product development and manufacturing, marketing or any other expense. Startup capital is also referred to as "seed money."
BRAND MANAGEMENT & STARTUP
FINANCING FOR BIOENTREPRENEURS
Dr Ritesh Malik
We are all in the business of
selling
COMMUNICATION
Vs
CONNECTION
WHAT IS A BRAND?
What people think of you? when they think of you?
Brand of a company = Reputation of a person
TRUST
Product is made in factories!
Brand is made in minds of people!
A brand is nothing but a PROMISE
Brand?
Value
IT ALL STARTS WITH A GREAT
PRODUCT
A brand is the overall feel of the product
EXPERIENCE
MARK OF QUALITY
PRODUCT
Be the yardstick of quality
DO YOU KNOW ABOUT THESE?
SOME PEOPLE INSTEAD OF PASTE SAY COLGATE
Customer
•
feedback
•
ownership
•
loyalty
STARBUCKS STORY
•
6 point mission statement
•
Flat organisation
•
Each employee is a partner (medical | vision |
dental | stock options | tuition reimbursements
| vacation).
•
Goal: Happy Employees | Loyal Customers
•
Highly detailed & instructive training programs.
APPLE? GOOGLE IT
Foxconn
.
Minimalism: Less is more.
Design is the most
immediate,most explicit
way of what products
become in peoples
minds.
CULTURE BUILDING
Its not about a department. Its about the complete team. Culture & foundations of a
company. We have certain in?uences from people around us. This is called a culture
Culture is a way of life of a group of people - their behaviours, beliefs,
values & symbols that they accept generally without thinking about them, and that
are passed along by communication & imitation.
- Edward T. Hall
STORY OF INTEL
The Golden Circle of Brand Formation
WHAT IS MARKETING?
Marketing
Branding Sales
Short Term Long Term
WHY TO CREATE A BRAND?
of people are more likely to buy an expensive
product from a brand they trust.
68%
3.8 Billion $
•
Essence: piece of paper
•
Branding has made it valuable
•
Owner of the brand: Federal Reserve
•
Testimonial from the ?rst President G. Washington:
This note is a legal tender for debts public & private.
•
Emotionalization of the brand: In god we trust
•
It is a world brand: It confers uniform value globally.
From whom would you buy. Buying is a process of emotionalising
your fallacies. Deep in your mind you know what you want!
LOGOS OF MY PRODUCTS
Impact on the mind
COMPONENTS OF BRANDING?
DEFINE
MESSAGE
CONSISTENCY REMIND
THINK BIG
BE BIG
Clarity
USP
Differentiator
CVO
CYCLE OF BRANDING
Product
Design
Visibility Need/Value
DIGITAL MEDIA
GOING THE GUERRILLA WAY
July 29, 2014: within 5 seconds
Xiaomi Mi3 on August 5, 2014: 2 seconds.
MEDIA (PR)
•
Catchy Phrase
•
Even a small company should have a
very effective brand strategy
(envelopes etc.)
•
Social Media Presence (Managing
con?ict, 2 way communication)
•
Future of Facebook
•
Posts
•
Website
•
Aggregator
•
Review
•
PR Hustling
BEHANCE | CROWD STUDIO | 99 DESIGNS
The era of ‘freelancing’
MEDANTA
AAP - BRANDING GENIUS
Social
Media
Connect Logo Persistence
PR |
Media
CROWDFUNDING
Its an all across victory!
money | PR | VC
PARETO’S PRINCIPLE
20% of your brand loyalists create 80% of sales. Repeat customers make all the difference.
General | Content Marketing
POWER OF SOCIAL MEDIA
How Deep Kalra did it?
MakeMyTrip
CHOICE
HOW TO GET FUNDED
LIGHTENING FAST?
Honesty
Connections
Word of mouth
Not being a KNOW IT ALL
Research
Evangelists
Product! Product! Product!
UNDERSTANDING ROUNDS
WHAT TO DO BEFORE
RAISING FUNDS?
Get Lean
Clear Corporate Structure
Go to events
Be a storyteller
Personal Branding
Books
Accounting
Employee contracts
Technology
Vendor & Partner Agreements
Customer Acquisition MODEL, Revenue Stream
WHY DO YOU NEED TO
RAISE CAPITAL?
Experiment on your own money, raise when you’re absolutely sure of
what’ll work. Do not experiment on investors money.
Paying Yourself is Not a Reason to Raise Early Stage Funding
HOW MUCH DO YOU NEED?
Why raising small funds might be of no use?
How to avoid the post funding trough?
Clarity is CRITICAL.
WHICH INVESTOR?
PRIVATE OR INSTITUTIONAL?
INVESTORS CAN BE A PITA!
WHAT TO DO AFTER
RAISING FUNDS?
HOW TO USE CAPITAL?
Vision
Focus
Judicious allocation of funds
INVESTORS PERSPECTIVE ‘TIM’
Traction is KING
Design is QUEEN
Cash?ow is ALMIGHTY
IN WHAT TYPE OF
ENTREPRENEURS DO
PEOPLE INVEST?
IDEAS ARE THE CURRENCY OF THE FUTURE
Conceiving out of the box ideas
Creating Value
Constructing growth
Communicating your IDEA
Connecting with the masses
Innovation
Disruption
Dr Ritesh Malik
doc_385755723.pdf