September 9, 2011 at 12:09How to pack a startup
Among the customers who come to us (at Defa Interaktiv and Plenum) for a website, it is easy to find out who came not with a business that really needs a website, but with an online startup.
The startup only thinks that he came for the site, in fact, he comes for us to do business for him and, in fact, turn his ethereal idea into a brand.
Actually, for the very same thing, he often comes to the seed investor (whose function is by no means creating a business from an idea), but more on that a little further, in order.
Obviously, the fundamental difference between online startups and all other startups is that a site is a business. Structure, interface, functionality, navigation, ergonomics, design are part of a business that an online startup (with an idea) does not yet have, and not just site attributes. And branding - that is, positioning, promotion strategy, the search for “big idea” - are normal and obligatory parts of any working business, and not what you can, at the start, don’t devote too much time and attention.
Usually we observe the following picture:
On the one hand - a startup, an idealist, if there were no idealists, the business would not move. To create and develop a business, and the economy as a whole, you need ideas that inspire. At the beginning of the journey, the idealist has only creativity. He mistakenly believes that the idea is equal to a ready-made business that brings money, and it is enough to present the project to the seed investor in the notorious two-minute pitch and get the desired investment.
On the other hand, an investor. He, as a rule, is not inspired by ideas. He knows that business is done with a set of tools, not ideas. An investor is looking for a startup development function for money (be it his money, or the money of a portfolio investor). The idea of a startup is equal to the cost of an investor. The larger the idea and the jackpot promised at the end, the greater the risk. An investor tries in vain to speak his own language with a startup and gets a dialogue between the blind and the deaf. In response to every argument of an investor - a slogan of a startup. “You will not earn ...” - “We will do it!” etc.
A unique business does not start with unique ideas. Today's online success is a nuanced game: most of the ideas of online businesses on the market are either copycats or twin-sister (like facebook and VKontakte). The bottom line is that the idea of a business is one (for example, making smartphones), but the idea of a brand is different and it is special (the most popular smartphone in the world is not at all ... a smartphone, but an iPhone).
It is important to understand that ergonomics, site structure is part of the online business brand. Many sites sell tickets: in fact, the whole business is different in prototype. The functions of one online startup differ from the other in details. But the devil of the result is in the details, in positioning and a clear orientation to one’s particular audience, with certain insights.
At all startup forums, they are taught to quickly and clearly convey the essence of their ideas within two minutes, but they are not taught to pack their ideas into a brand shell. Bringing an investor is not an idea, but a brand that is designed to address the specific needs of people. Not only rational, but also emotional.
All the truths about the situation on the startup field are not just our opinion, but the experience confirmed by the Defa Interaktiv and Plenum tandem : as part of the Digital start project, we, using all our expertise in the field of building online businesses, helped to start (made branding) like this projects like zoomby.ru, amargo.ru, fidel.ru, multura.ru, proreport.ru, etc.
We treat brand building as an applied business task. Our usual job is technical study, detailing and speaking out an idea, which does not change its essence and preserves its value. Our goal is not to dissuade, but to help sell the idea to the investor.
On the formulation, development / refinement of sales ideas, we ate all the shepherd dogs from the dog service and we know for sure that the investor does not need to bring chocolate, even if it is very high-quality. He is interested in a wrapper, packaging, your knowledge of the place on the shelf where this chocolate is most effective will be sold. In other words, he is not interested in a raw idea, but in a clearly designed brand of the future business, which correctly presenting is the main task at a meeting with an investor.
The formula is simple, you need to go through five steps: Idea-Name-Logo-Prototype-Design. But only in such a sequence and nothing else. At the exit, we get two important things:
1. A packaged idea demanded by the consumer
2. Order in the head
Investors do not pass by such projects.
The startup only thinks that he came for the site, in fact, he comes for us to do business for him and, in fact, turn his ethereal idea into a brand.
Actually, for the very same thing, he often comes to the seed investor (whose function is by no means creating a business from an idea), but more on that a little further, in order.
Obviously, the fundamental difference between online startups and all other startups is that a site is a business. Structure, interface, functionality, navigation, ergonomics, design are part of a business that an online startup (with an idea) does not yet have, and not just site attributes. And branding - that is, positioning, promotion strategy, the search for “big idea” - are normal and obligatory parts of any working business, and not what you can, at the start, don’t devote too much time and attention.
Usually we observe the following picture:
On the one hand - a startup, an idealist, if there were no idealists, the business would not move. To create and develop a business, and the economy as a whole, you need ideas that inspire. At the beginning of the journey, the idealist has only creativity. He mistakenly believes that the idea is equal to a ready-made business that brings money, and it is enough to present the project to the seed investor in the notorious two-minute pitch and get the desired investment.
On the other hand, an investor. He, as a rule, is not inspired by ideas. He knows that business is done with a set of tools, not ideas. An investor is looking for a startup development function for money (be it his money, or the money of a portfolio investor). The idea of a startup is equal to the cost of an investor. The larger the idea and the jackpot promised at the end, the greater the risk. An investor tries in vain to speak his own language with a startup and gets a dialogue between the blind and the deaf. In response to every argument of an investor - a slogan of a startup. “You will not earn ...” - “We will do it!” etc.
A unique business does not start with unique ideas. Today's online success is a nuanced game: most of the ideas of online businesses on the market are either copycats or twin-sister (like facebook and VKontakte). The bottom line is that the idea of a business is one (for example, making smartphones), but the idea of a brand is different and it is special (the most popular smartphone in the world is not at all ... a smartphone, but an iPhone).
It is important to understand that ergonomics, site structure is part of the online business brand. Many sites sell tickets: in fact, the whole business is different in prototype. The functions of one online startup differ from the other in details. But the devil of the result is in the details, in positioning and a clear orientation to one’s particular audience, with certain insights.
At all startup forums, they are taught to quickly and clearly convey the essence of their ideas within two minutes, but they are not taught to pack their ideas into a brand shell. Bringing an investor is not an idea, but a brand that is designed to address the specific needs of people. Not only rational, but also emotional.
All the truths about the situation on the startup field are not just our opinion, but the experience confirmed by the Defa Interaktiv and Plenum tandem : as part of the Digital start project, we, using all our expertise in the field of building online businesses, helped to start (made branding) like this projects like zoomby.ru, amargo.ru, fidel.ru, multura.ru, proreport.ru, etc.
We treat brand building as an applied business task. Our usual job is technical study, detailing and speaking out an idea, which does not change its essence and preserves its value. Our goal is not to dissuade, but to help sell the idea to the investor.
On the formulation, development / refinement of sales ideas, we ate all the shepherd dogs from the dog service and we know for sure that the investor does not need to bring chocolate, even if it is very high-quality. He is interested in a wrapper, packaging, your knowledge of the place on the shelf where this chocolate is most effective will be sold. In other words, he is not interested in a raw idea, but in a clearly designed brand of the future business, which correctly presenting is the main task at a meeting with an investor.
The formula is simple, you need to go through five steps: Idea-Name-Logo-Prototype-Design. But only in such a sequence and nothing else. At the exit, we get two important things:
1. A packaged idea demanded by the consumer
2. Order in the head
Investors do not pass by such projects.