ISDEF Conference: Combat Robbery Course and More

    On the second weekend of October near Moscow, 3 km outside the MKAD, the 15th annual conference ISDEF 2016 will be held . Our ISDEF is a warm tube meeting for those who founded and develop IT companies that live on their own earnings, without grants or investments. That is - the founders and tops of self-funded IT startups, expressed in the newspeak of startup hangouts.

    “That's what happens to small business owners ... they are constantly under pressure.”

    You can’t stop

    Having your own business that feeds you and your employees, develops according to special laws and listens to you alone, this is an incredibly cool feeling. Perhaps even adrenaline: an explosive mixture of mind, experience, ideas, failures and successes, fears and decisions. And if earlier a businessman could compare himself with the captain of a ship, slowly smoking a pipe and contemplating the endless distances of the blue ocean from a bridge, today the entrepreneur in the IT business is a racer who rushes on a race car along a dangerous track, and from the side, behind, or even from the front, competitors and technology giants, regularly turning the principles of consumption of IT products and services, are pressing, cutting and crowding out the track. And at some point you begin to search: the best solutions, new markets, new products, and sometimes a new team. For a simple reader, such a picture will seem nervous and almost unrealistic, but fellow IT company leaders probably share the same feelings, face the same problems, and successfully solve non-trivial tasks. It seems the time has come for networking and training.

    ISDEF Conference is happy to provide such a platform for everyone. For 15 years, few uncovered topics remained for the founders and top managers of their own IT businesses. But we found the strength to gain new topics. This year, 40 out of about 100 applications were selected on topics of growth from zero to significant niches in the market in a few years, sales development in individual regions, an overview of new market niches - IoT (Internet of Things), robotics, chat bots, fintech and medical tech. Almost all speakers have already been announced on the ISDEF website, but on what topics we recommend that you pay attention ... (By the way, our speakers are not hackneyed "couch" sales and motivation trainers, but they are also representatives of the IT business, pure practices who speak not by piece of paper or training manual, but confidently tell the most acute moments - always with burning eyes, because they themselves are the main characters of their reports.)

    IT business: sellers of innovation

    The products of the modern IT business are diverse: these are equipment, solutions for the Internet of things, and B2B, B2C, B2G software. They differ in interfaces, response speed, purpose, technology stack, but it is always a complex technical product. This means that the business has tasks that the team must solve. And difficulties come with these tasks.

    • Sales. How to sell, in which markets, how to study the audience and attract its attention - these are the first questions that arise after the release. But they do not end there. You can sell without a product. And our task is different - how to select and train a salesman, because he must be not only a salesman, but also a product expert? Or will our site, marketplace or partner sell?

    • Marketing and PR. What methods work, and what turns into a drain on the advertising budget, whether PR is needed and what content marketing looks like, what to do with social networks and whether the whole complex will pay off - issues that require experience and a professional team.

    • Advertising . What is it: offline or online? What formats are invested online, do banners work, is it worth it to order paid reviews and discussions on forums like Reddit, or do it yourself? And is there advertising and marketing for $ 0 in software?

    • Markets. Regional market peculiarities, pricing policy, competition, personnel management methods in a foreign country and ways to work remotely - these are the problems anyone who tries to bring a product out of the Russian market.

    • Infrastructure: how and where to place the servers, how to license, which payment system to choose and whether it is possible to manage with one PayPal, how to design and conduct mailings?

    • The staff . The main concern, the main resource, reliable support is the team of your business. What if it's a time bomb? How to manage a team so that it remains a team, rather than becoming a staff?

    And these are questions that arise not on the first day of the company’s existence, but at every next round of development, whether it is a new product or a new region of presence. And at each turn different answers are given to the same questions, since there is a deep breaking of existing business processes. And it would be great to discuss this with someone.
    Actually, the idea arose to conduct ISDEF  - An annual conference on how to effectively increase profits and develop intensively. The value of the conference is that it meets representatives of a mature business and share real cases. In fact, this is a great offline meeting of the extra professional community. The speakers at ISDEF are not mentors and lecturers, they set the general lines of discussion, and already on the sidelines, at lunch, at night, ideas and solutions are born that the next day can already bring real benefits to the companies of the participants.
    At ISDEF, no one is afraid of competition - simply because businesses are not carbon-copied, and the same solution can be implemented very differently in different companies. And of course, networking, dating, communication and real business friendship.

    To someone else’s monastery

    This time there will be a lot about the problems of cyclic robbery in the global IT market. In general, there you are not here. And this is serious. Here are just a few facts about the foreign B2B and B2C IT markets. So to speak, to warm up.

    • The Germans do not trust cloud systems - if your servers are not located in Germany, and the language of the application, the seller and the site are not German, you are not a true Aryan, you can lose the battle for the German market.

    • The French are ready to buy any software for private use that uses a national identity in advertising: send letters congratulating you on Bastille Day, and you “took” Paris.

    • Americans are great innovators and experimenters. It is difficult to find a product that will not find use for itself and fans in such a huge country. But be careful - if you target ads incorrectly, all clicks will be taken away by Latinos who willingly click on all the links that they meet on their way. And it doesn’t matter to them at all that they were looking for a Honda CRM 250 motorcycle, and you offer them CRM for pharmaceutical companies.

    • But Eastern Europe, it is like Russia - to offer a freebie, not to offer to pay.

    Such subtleties can only be learned empirically. Exactly the same as the methods of market development, sales channels and the most difficult and important are the laws of the countries where you are promoting. In Russia, we don’t know everything, and even more so there. So, it will not be superfluous to listen to those who have passed this jungle.

    1. [Harrasment and motivation] Oleg Fedorov, CEO of Oxygen Software, has an amazing case on how to build American employees in Russian.

    2. [Mentality and sales] Why a small company from the ex-USSR to start selling software in the USA, major consumption centers in the USA, features of lead generation and direct sales, will tell Mikhail Averbakh, a serial entrepreneur from St. Petersburg and New York.

    Foreign prospects

    1. [Export in autumn is considered] What institutes of export support for Russian software do you know? In the fall, at ISDEF2016, Nikita Ryumin, head of IT export at ANO Russian Export Center, will talk about financial and non-financial support mechanisms for exporters and ways to cover risks.

    2. [Greetings from RIO] Pay attention to the speeches of Victor Sheremetker from the branch of the Trade Representation of the Russian Federation in Rio de Janeiro. We will find out how promising Latin American countries are for software sales, and what financial and non-financial government support mechanisms (and they exist!) Exist.

    3. [Taxation and denial] And again Oleg Fedorov will explain how to kill several birds with one stone: to get away from the KIK law (on “controlled foreign companies”) and transactions between interdependent companies.

    Where do the children come from

    1. [Where to get to business, Zin?] A very popular topic is where to get money + competencies and connections that an investor gives? That is, what is beautifully called Smart Money. The experience of an entrepreneur, IT entrepreneurs and investors in more than one new business will be shared:

      - Alexander Andreev (Softjoys, Kuznech, Almaz Capital),
      - Ashot Oganesyan (DeviceLock, companies with a history of selling their software to all US embassies), which included money and experience Entensys’s business,
      Valentin Butyugin, who brought out more than one hardware project through acceleration in Singapore and California and crowdfunding for sales in the USA,
      Mikhail Averbakh and Sergey Fradkov from the Ideal Machine startup accelerator, who already managed to sell their American business to Google.

    Reformat the software business so that it works

    1. [Rake B2C projects in the US market] Dmitry Dubograev,, will share practical tips on how to adapt to the wave of the current technological revolution, avoid critical miscalculations, and what legal steps to take to build a successful business architecture.

    2. [Born to be free] Not every similar business works equally well. In the section “Business Growth” we recommend to be surprised at the annual discoveries of Dmitry Kalayev, director of the accelerated and educational programs of the IIDF, about finding your market even where everything has already been tried. A great topic for those who feel that they have already buried themselves in the "glass ceiling" of growth.

    How much

    Only this week, until Friday evening, September 16, you will be able  to get involved at a reduced price - $ 200 per person. There is also an alternative after this time: register two employees for the price of one ($ 300 from September 16 until the registration closes on October 1). We didn’t teach the registration form separately for tricks with massive discounts, so if in doubt, ask ISDEF at

    Independent business today is not easy: you are developing, and your competitor has already been flooded with a full investment tank, which he eagerly burns. But each of us, representatives of a business that does not depend on other people's money, is free - in decisions, expenses, development vector. Yes, in a crisis, it’s more difficult, sometimes some political factors interfere, but there are forces. And ISDEF is an excellent occasion to invite all Russian-speaking IT businessmen to exchange experience of international business again.

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