1.00.00 startup cup guide v2 final
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2012 StatUp Cup LLC. All gts svd.
You may ot us ts wok fo commcal puposs; You may ot alt, tasfom,o uld upo ts wok. Fo mo fomato o to qust addtoal cops,cotact StatUp Cup LLC | 417 Wst 7t Stt, Sut 103 | Tulsa, Oklaoma 74119 |+1 918-409-2246 | [email protected] | www.statupcup.com
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Ddcaton
This StartUp Cup Guide is dedicated to the dreamers and
doers of our world: the people who consciously take on the
entrepreneurial journey. In the process they transform their
lives, and the lives of those who benet from their creations.
You are the true heroes of our communities.
Never doubt thata small groupof thoughtful,
committed citizenscan change the world;indeed, its the onlything that ever has.Magat Mad
Ddcaton
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On behal o the many collaborators and people who have helped
contribute to the creation o the StartUp Cup we give our heartelt
thanks.
To begin with, we thank the hundreds o entrepreneurs who have
shared their ideas and pitched the business models that have
inspired our work. In particular, we thank Adrienne and David
Kallweit, Gerald Buckley, Jeremy Green, Carey and Brett Baker, Mike
and Phyllis Peabody, Ned Bruha, Mike Calloway and Kristen Ross or
allowing us to share in their entrepreneurial journeys. Supporting
entrepreneurs is one o the greatest career paths on earth. We look
orward to collaborating with teams all over the world to expand
an entrepreneurial network and circle o riends.
The StartUp Cup Guide would not have been possible without
the support and inspiration o ormer Tulsa Mayor Kathy Taylor. In
2006 she saw the game-changing potential o creating a business
model competition and challenged us to develop and grow the
Tulsa Entrepreneurial Spirit Award that has ultimately evolved into
the StartUp Cup.
Two catalysts behind the StartUp Cup Business Model Competition
are the motivational entrepreneurial champions o Global
Entrepreneurship Week and the Kauman Foundation. By
harnessing the power behind Global Entrepreneurship Week and
tying it with this StartUp Cup Business Model Competition, we
have experienced the creation o a proven model to grow jobs
through startups.
Entrepreneurial bankers Albert Kell Kelly and Ted Cundi, with
Oklahomas SpiritBank, have provided consistent and generous
support. We thank them or having the vision to imagine and
harness the power o a big idea, and their willingness to step up
and become ounding sponsors o Tulsas rst business mode
competition.
Our entrepreneurial development partner, Tulsa Community
College, has shown unwavering commitment to growing game
changing entrepreneurial programming. We thank Dr. Tom
McKeon, Carol Messer, Mary Philpott, and Je Nevins or thei
leadership and belie in our entrepreneurial vision or changing the
way communities grow entrepreneurs and startups.
We have had a number o key team members along the way to
whom we owe a debt o gratitude: Bill Handy o H3 Strategic
Communications has been invaluable in his guidance, mentorship
and riendship along the way. Lou Ann Lissonnet has been on ou
team or nearly her entire career and we couldnt imagine a better
partner. Brad Vernon or bringing us his technological know howMichelle Allen or her public relations skills; Dean VanTrease or his
constant support and wisdom; and the many other team members
who have helped bring the StartUp Cup to lie.
The StartUp Cup is improving communities, lives, and the globa
economy one startup company at a time.
Acknowldgmnts
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Dedication
Acknowledgements
SeCTiOn 1
GeTTinG STArTeD:PAGeS 8 - 18
Introduction
What is the StartUp Cup Business Model Competition?
StartUp Cup Vision & Objectives
StartUp Cup Process
StartUp Cup Business Model Competition Timeline
StartUp Cup Project Management Action Plan
Plugging into Global Entrepreneurship Week
Business Model Design: A Transformational Shift inthe Way Startups Launch
Business Model Scorecard - Self-Guided VisualThinking Tool
The Bootstrap Startup: Go to Market and Launch Faster
StartUp Cup Know-How: Requirements to Build AStartUp Cup
How to Get Perfect Results from the StartUp Cup Guide
SeCTiOn 2
PhASe i: Pre-COMPeTiTiOn LAUnCh:PAGeS 19 - 41
Building Your StartUp Cup Team
Your Core Team
Champions /Judges / Coaches
Creating Your StartUp Cup Game Plan
Project Management Tool
Developing Your StartUp Cup Budget
Sponsorship Campaign
Sponsor Package Sample
Your StartUp Cup Website
Ocial Rules
SeCTiOn 3
PhASe ii: COMPeTiTiOn KiCK-OFF:PAGeS 42 - 46
StartUp Cup Competition Kick-O Event
Kick-O Event Logistics
Marketing
Networking at the Event
Agenda / Program
Tal of Contnts
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Tal of Contnts
SeCTiOn 4
PhASe iii: COMPeTiTiOn PrOCeSS:PAGeS 47 - 60
StartUp Cup Submission Process
Top 10 Reasons to Enter Email Campaign
Closing the Submission Process
Participant Survey Distribution
Submission Collection / Filtering / Distribution
Judging Guidelines to Determine Top 25
Top 25 Selection
Top 25 Email Notication / Directions
Press Release Announcing Top 25
Email Announcement of Top 25 Sample
Top 25 Pitch Schedule and PowerPoint SubmissionEmail Sample
Business Model Submission (Long Form) Sample
Top 25 Press Release Sample
Model Release Form Sample
SeCTiOn 5
PhASe iV: JUDGinG / COAChinG:PAGeS 61 - 79
The Judging Process
Top 25 Judging Guidelines / Rules
Judges Email Sample
Top 25 Judging Event Logistics
Judges Packet
Business Model Scorecard Judging Process
Choosing the Top 12 SemiFinalists
Top 12 Selection / Notication / Directions
The Coaching Perspective
Top 12 Coaching Event Logistics
Coaching Schedule Sample
Top 12 Judging Event Logistics
Top 7 Finalist Coaching / Judging Event Logistics
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Tal of Contnts
SeCTiOn 6
PhASe V: COMPeTiTiOn CeLebrATiOn:PAGeS 80 - 90
StartUp Cup Competition Celebration
Celebration Event Logistics
Agenda / Program
Program Sample
StartUp Cup Award
Coaches / Judges Thank You Memento
Press Outreach / Handling
Post-Mortem / Pre-Planning for the Upcoming Year /
Lessons Learned
Impact Report Survey
About the StartUp Cup Team
APPenDix
The Entrepreneurs Credo
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intoducton
The world needsdreamers andthe world needs
doers. But aboveall the world needsdreamers who do.Saa ba batac
You hold in your hands a guidebook like no other.
The StartUp Cup Guide is step-by-step manual for
communities to create a localized business model
competition to increase the quality and quantity
of entrepreneurs and grow their entrepreneurial
ecosystem.
StartUp Cup is designed with a powerful businessmodel coaching methodology at its heart to foster
entrepreneurs and startups. Our team works with
local StartUp Cup competition organizers to assist in
the production of each community-based business
model competition. Simply put, any community that
wishes to organize their own StartUp Cup is provided
with the structure, tools, and support required to
produce a successful business model competition.
Entrepreneurs who participate in a local StartUp
Cup will develop a solid business model taking
into consideration their specic needs, including
accelerated go-to-market strategies and bootstrapping
techniques. This competitive process compresses the
time it takes for a new company to secure customers
and, most importantly, to start generating revenue.
Using our nely tuned processes local StartUp Cups
will deliver:
Business Model judging and coaching
from local business leaders and seasoned
professionals
StartUp Cup competition kick-off event
A community-wide media campaign
An entrepreneurial competition celebration
open to the public and distinguished guests
We provide all the tools, materials, and StartUp Cup
coaching you need to set up, operate and engage
entrepreneurs to launch new startups in your
community. Get started today!
intoducton
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inTrODUCTiOn
WhAT iS The STArTUP CUP bUSineSSMODeL COMPeTiTiOn?
StartUp Cup is a locally driven business model competitionopen to any idea. This innovative community-based approach is
designed to increase the quality and quantity of entrepreneurs
in the community. The fundamentals of this program were
developed in Silicon Valley during the dot com era and
transplanted to Tulsa, Oklahoma, in 2007, by visual thinking
pioneer and serial entrepreneurs Sean Grifn, with the launch
of a program called the Tulsa Entrepreneurial Spirit Award.
Since that time every aspect of the competition has been ne-
tuned based upon feedback from participating entrepreneurs,
judges, coaches, entrepreneurial service providers, and
community leaders. In 2011 a team of veteran StartUp Cuporganizers came together for the sole purpose of formalizing
the process and offering to other communities that which has
been so successful in Tulsa.
A solid business model is at the heart of any successful
business endeavor. The way startups are being built is rapidly
changing. What entrepreneurs were rewarded for in the past is
not what they are rewarded for today and into the future.
Historically entrepreneurs had the luxury of time and were
expected to produce a well-written business plan that included
detailed nancials, graphs, and future projections showcasing
a path to starting and growing a new company, with the main
purpose of raising money.
Today, entrepreneurs are rewarded for going to market,
securing customers, and generating revenue as quickly as
possible. The goal for an entrepreneur with a new business
concept is to identify a business model, test their assumptions,
secure customers, and evolve their model as they grow market
share.
StartUp Cup Entrepreneurs are rewarded for:
Going to market and generating revenue
Sharing their compelling business model story
Showcasing how their product/service is lling a need or
solving a problem
Dening a clear target market and identiying the
potential size o the market
Dening the target customer and gaining eedback
Applying bootstrapping startup practices
Developing a solid nancial model that works in tandem
with the business model, thus driving the business to
protability
Being exible and listening to coaching eedback in order
to modiy and adjust business model assumptions
hOW DOeS STArTUP CUPDiFFer FrOM A bUSineSS PLAnCOMPeTiTiOn?
First and foremost, StartUp Cup is helping to start companies
in the here and now!
The StartUp Cup process is designed specically to support
entrepreneurs armed with an idea who may be sitting on the
fence to move forward. The process urges these visionaries to
jump off the fence and into the marketplace. The number one
goal for StartUp Cup judges and coaches is to encourage and
support entrepreneurs to get going and rapidly start testing
their assumptions, identify their customers, and work towards
generating revenue.
StartUp Cup challenges communities and entrepreneurs to
throw traditional thinking out the door, and presents a process
that changes the way startup companies launch themselves
into the marketplace.
The StartUp Cup business model process is focused on
fail early, fail often, and adjust. A valid business model is
generated by learning from failed assumptions and making the
appropriate changes to ensure success. Entrepreneurship is
a journey, not a destination, and the ability to make course
corrections along the journey is paramount to creating long
term viability.
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StatUp Cup Vson & Ojctvs
The vision of the StartUp Cup founders is to empower
a culture of startups in communities around theworld through the implementation of business model
based competitions and coaching. To that end ...
We will generate a global network of business
model competitions that acts as a catalyst to
bring together community services providers,
investors, coaches and mentors in an effort to
accelerate the growth of viable and sustainable
startups
We will facilitate an increased connection to
Global Entrepreneurship Week to organicallygrow localized entrepreneurial ecosystems
We will signicantly impact the number of jobs
created through startups
We will motivate as many people as we can to
start a startup no matter what their background,
level of education, or previous business
experience
The Objectives of StartUp Cup are:
To inspire an increase in entrepreneurial and
startup activity around the world
To increase the quality and quantity of startups
on a local level
To grow local jobs through startups and new
business endeavors
To inspire collaboration and sharing among local
entrepreneurs
To increase collaboration among local service
providers
To inspire new and innovative coaching and
mentorship programming
To generate a culture of entrepreneurship in local
and global communities
The best way to predict the future is to invent it.Ala Kay
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Each StartUp Cup is produced by a dedicated team
of local organizers and volunteers passionate
about growing entrepreneurs and startups in their
community.While StartUp Cup was originally designed to take
place over a seven-month period, with seven main
events, each community is encouraged to customize
and tailor the competition to t the specic culture
and needs of the local community.
StartUp Cup is designed to support entrepreneurial
growth, expand business and community
connections, and maximize promotional
opportunities both locally and nationally.Utilize and customize the StartUp Cup Guide to t
your community. You may want to be more exible in
timing (we recommend no shorter than two to three
months), you may choose to offer larger or smaller
cash prizes, or you may alter your events. This is
YOUR StartUp Cup!
StatUp Cup Pocss
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StatUp Cupbusnss Modl Comptton Tmln
ThiS iS An exAMPLe OF The TiMeLine FOr A SeVen-MOnTh STArTUP CUPCOMPeTiTiOn. FeeL Free TO COnDenSe AnD CUSTOMize TO SUiT YOUr neeDS,bUT DO nOT ShOrTen TO LeSS ThAn TWO Or Three MOnThS.
All Entries Week One Tuesday Kick-Off StartUp Cup Workshop / Submissions Open
Week Five Friday, 11:59PM Submissions Close
Week Five Saturday Judges Review of Initial Submissions
Top 25 Week Nine Monday Review Concludes / Top 25 Selection Notication / Submission
of Long Form Business Models
Week Eleven Wednesday,
11:59PM
Deadline for Submission of Long Form Business Models
Week Thirteen Wednesday Day One - Top 25 Pitches (7 minutes)
Week Thirteen Thursday Day Two - Top 25 Pitches (7 minutes)
Top 12 Week Fourteen Thursday Top 12 Notication of Advancement to Semi Finals
Week Sixteen Wednesday Coaching Session for Top 12 Business Models / Pitches
Week Sixteen Thursday Begin Submission of Top 12 Revised Business Models
Week Nineteen Thursday, 11:59PM Deadline for Submission of Top 12 Revised Business Models
Week Nineteen Friday Judges Review of Top 12 Revised Business Models
Week Twenty-
Three
Thursday Review Concludes / Top 12 Pitches (5 minutes)
Top 7 Week Twenty-Four Monday Top 7 Notication of Advancement to Finals
Week Twenty-Five Wednesday Coaching Session for Top 7 Business Models / Pitches
Week Twenty-Five Thursday Begin Submission of Top 7 Revised Business Models
Week Twenty-
Seven
Thursday, 11:59PM Deadline for Submission of Top 7 Revised Business Models
Week Twenty-
Seven
Friday Judges Review of Top 7 Revised Business Models
Week Thirty Thursday Review Concludes, Top 7 Pitches (2 minutes)
Winners Week Thirty-Two Tuesday StartUp Cup Business Model Competition Award Celebration
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The following StartUp Cup Project Management Action Plan
Template will provide your team with a roadmap for successful
implementation of the tasks and activities required to create a
StartUp Cup in your community.
You will nd the entire spreadsheet and associated task
templates in the StartUp Cup Dropbox account.
StatUp Cup Pojct Managmnt ActonPlan
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Pluggng nto
Gloal entpnusp Wk
Global Entrepreneurship Week, a Kauffman Foundation
Program designed to inspire an increase in entrepreneurialactivity around the world, is a powerful tool for local
communities.
AbOUT GLObAL enTrePreneUrShiPWeeK
For one week each year millions around the world join a
growing movement of individuals and organizations: inspiriring,
connecting and equipping entrepreneurs whil showcasing the
support that is available all year round. Countries across six
continents come together to celebrate Global Entrepreneurship
Week each November. Global Entrepreneurship Week connects
people everywhere through local, national, and global activities
designed to help them explore their potential as self-starters
and innovators. Students, educators, entrepreneurs, business
leaders, employees, non-prot leaders, government ofcials,
and many others participated in a range of activities, from
online to face-to-face, and from large-scale competitions and
events to intimate networking gatherings.
Through this initiative, the next generation of entrepreneurs is
inspired and can emerge. In doing so, they will begin to acquire
the knowledge, skills and networks needed to grow innovative,
sustainable enterprises that have a positive impact on their
lives, their families, and their communities.
Learn More http://www.unleashingideas.org
http://www.gewusa.org
http://tulsagew.com/impact/
It was announced during Global Entrepreneurship Week
2012 that StartUp Cup will be a featured event of GlobaEntrepreneurship Week beginning in 2013. StartUp Cup is an
ideal program to integrate into Global Entrepreneurship Week
activities in your local community. Think about positioning
your StartUp Cup Award Celebration as an anchor event
during Global Entrepreneurship Week, or hold coaching and
mentoring sessions with StartUp Cup coaches and judges that
are open to the public.
Global Entrepreneurship Week is a catalyst for growing
entrepreneurial ecosystems on a local, national and globa
level. If your community has not started producing an annuaGlobal Entrepreneurship Week, then there is no time like the
present. If your community is already involved in producing a
Global Entrepreneurship Week, make sure to nd ways to plug
StartUp Cup into the week of activities.
All of us have enormous self-interest in supporting promising individualswho have the creativity, talent and ambition to make a dierence. They
bring to the world great ideas, many of which translate into jobs, wealth,economic growth and opportunity for countless generations to follow.
Joata Otmas, Psdt, Gloal etpusp Wk
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A business model describes the rationale of how an organization
creates, delivers, and captures value.
Wkpda
busnss Modl Dsgn:A Tansfomatonal Sft n t Way Statups Launc
The way in which startups are being built is rapidly changing.
The activities and processes entrepreneurs were rewarded forin the past are not what they are rewarded for today.
Historically, entrepreneurs had the luxury of time and were
expected to produce a well-written business plan with the main
purpose being to raise money. The business plan included
detailed nancials, graphs, and future projections showcasing
a path to starting and growing the new company. These
projections were typically based on conjecture and not rooted
in the reality of the existing marketplace.
Today, entrepreneurs are rewarded for going to market,
securing customers, and generating revenue as quickly as
possible. The goal for an entrepreneur with a new business
concept is to develop a business model, test assumptions,
secure customers, and evolve their model as they grow market
share.
StartUp Cup is designed with a powerful business model
judging, coaching, and mentoring approach at its heart. This
approach supports entrepreneurs to accelerate building and
testing their business models with customers. The resulting
interactions improve the likelihood of generating revenue and
building a viable business in weeks, not months.
bUSineSS MODeL DeSiGn DeFineD
A business model describes the rationale of how an
organization creates, delivers, and captures value. Wikipedia
To produce a potentially viable company, the business mode
must address the following:
The product or service the company provides lls a
need, solves a problem, and creates value
The company has a large enough market to support
the product / service
The company has a customer base that is willing topay for the product / service
The company has the ability to generate enough
revenue to drive towards protability
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busnss Modl Scocad - Slf-GuddVsual Tnkng Tool
The Business Model Scorecard has been designed
specically for startups in an effort to compress the time ittakes to go to market and test assumptions. This self-guided
visual thinking tool is designed for entrepreneurs at any level of
business experience. The Business Model Scorecard facilitates
the entrepreneur through the universal steps required to build
a viable business model and take immediate action on their
business idea.
Entrepreneurs, judges, and coaches are encouraged to utilize
the Business Model Scorecard during and after the competitive
process as a way to more clearly identify what is working, areas
for improvement, and actionable steps to take.
The barriers holding back an entrepreneur from starting a new
company have been broken down. Companies that used
to require hundreds of thousands of dollars to start up can
now launch with signicantly less cash. Methodologies suchas bootstrapping, business model development, and scenario
planning, which were initially developed in the tech industry
can now be replicated and applied to any business idea by
anyone who desires to start their own business. Reducing
the time to launch a new company is critical to increasing the
opportunity for success.
Download a copy of the Business Model Scorecard from the
StartUp Cup Dropbox account. On pages 69-70 you will nd
directions for use by the Judges.
The impact on your community will be the realization of
producing a culture of startups teamed with developing a
powerful job creation system.
value proposition
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T bootstap Statup:Go to Makt and Launc Fast
One of the goals of StartUp Cup is to support driving
entrepreneurs to compress the time it takes to take theirstartup to market. Historically entrepreneurs have been trained
to write a business plan that describes the path a company is
going to take to raise funds or reach a desired outcome. It is
time to think different and think fast. Times have changed and
it is critical to go to market, reduce costs, leverage all possible
resources and generate revenue as quickly as possible.
The key is to encourage entrepreneurs to test their assumptions
by learning from the marketplace. Talk with customers,
experiment, and learn which path is the best to reach a viable
business model. Taking action and doing is the underlyingfoundation of the bootstrapping process.
Encourage entrepreneurs to be creative about how they build
their business. By focusing on how little money a company
needs to raise to go to market is one of the quickest ways to
put pressure on a company to focus on creating revenue and
test the assumptions of the business model. An entrepreneur
invariably thinks the startup needs $250,000. Challenge that
assumption. Explore how they can get the company started
and into the market for $2,500. The key is to focus on cost to
create revenue and the time required to go to market and start
learning from customers and the marketplace.
Bootstrapping is pursuing the validity of a business model
with a focus on securing customers as a rst step, not raising
a large amount of money. Very few investors today are going
to invest in any company without the business model having
proven some level of viability and that a customer really does
exist to drive revenue.
Bootstrapping is a way to do something about the problems you have
without letting someone else give you permission to do them.
Tom Psto-W
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To effectively and efciently run a StartUp Cup you ideally will
identify and engage a small, dedicated team consisting of:
Organizer
Project Manager
Public Relations / Marketing Manager
Event Manager
Website Manager
Technologist
Videographer
9-11 Judges12 Coaches (and an optional oater)
Fundraising Chair
Sponsors:
Prize Money $30,000 1st Place; $5,000 2nd
Place; $2,500 3rd Place
In-Kind - catering, loaned executives, venues, etc.
Read and follow the directions carefully
Work as a Team
Stay on top of the deadlines - utilize the Project
Management Tool
Be pro-active
Stay focused on the needs of the Entrepreneurs
Communicate with Entrepreneurs strictly through
email
Create memorable events
Have Fun!
StatUp Cup Know-how: rqumntsTo buld A Succssful StatUp Cup
how To Gt Pfct rsults Fom TStatUp Cup Gud . . .
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Teamwork is the ability
to work together toward
a common vision, the
ability to direct individualaccomplishment toward
organizational objectives.
It is the fuel that allows
common people to attain
uncommon results.Adw Cag
Building Your StartUp Cup Team
StartUp Cup has the potential to become one of the most
rewarding and memorable experiences a team can have
both individually and collectively. StartUp Cup is a lot of
work to produce, however, the potential rewards for your
community are great! Generating a transformational
shift in the way a community views entrepreneurs andstartups takes a team. This is why it is so important to
form a dedicated and quality team right from the start.
You will want to make sure that team members are truly
passionate about entrepreneurs and supporting people
as they develop the startup of their dreams.
Research from the Kauffman Foundation is validating that
grassroots-based entrepreneurial development is having
a signicant impact on growing entrepreneurialism and
startups in communities around the world. Grand central
planning is antithetical to organic entrepreneurial growth.
StartUp Cup supports the organic growth of a meaningful
entrepreneurial ecosystem through a bottom up approach
that works to inspire new startups as a way to stimulate
new economic activity.
Pas i:P-Comptton Launc
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bUiLDinG YOUr STArTCUP CUP TeAM
When forming your team it is important to include as
many entrepreneurial-minded people as possible. Think of
StartUp Cup as a startup itself. It requires the same level of
entrepreneurial spirit to build as any other new meaningful
endeavor that generates tremendous value.
Ultimately, your StartUp Cup needs to be a unique
representation of your community, and a fun, energizing
experience for everyone involved. When you are able to create
this type of experience, great things happen and the creation
of a culture of startups will become a reality.
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The Core Team is at the heart and soul of StartUp Cup. Your
Core Team is responsible for delivering the quality programthat the entrepreneurs and community experience. Ideal Core
Team Members are made up of passionate professionals with
experience in the required roles listed below.
Core Team Members may include:
Organizer
Project Manager (May be a Co-Organizer)
Website Manager
Public Relations / Marketing Manager
Technologist
Videographer
Event Manager
rOLeS OF COre TeAM MeMberS:
The following is an overview of the role each of these critical
team members play and what attributes should be kept in
mind as team members are selected:
Organizer
The role of StartUp Cup Organizer is to be the face and
voice of the competition to the community and media
The Organizer ideally has a network of entrepreneurial
and business leadership connections
The responsibility of the Organizer includes engaging
and communicating with the Judges and Coaches,and making nal decisions on any rule infringements,
adjustments, and timing
The Organizer is the nal decision maker and program
manager on any issue that needs to be addressed
Project Manager
The Project Manager keeps the team on track and
presides over the regularly scheduled meetings
The Project Manager maintains the Project
Management Tool and oversees that all milestonesare being met
The Project Manager is continually looking towards the
future, making sure that team members are preparing
for upcoming milestones and deadlines
Love your Project Manager! :-)
You Co Tam
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YOUr COre TeAM
Website Manager
The Website Manager facilitates communication
between the entrepreneurs and the teamThe Website Manager is in charge of setting up and
managing the submission process and preparing
submission data for dissemination to Judges and
Coaches
The Website Manager is responsible for posting news
and updates to the site as required
All communications run through the StartUp Cup
Website. There is no other way to communicate with
the team than through the Website.
Love your Website Manager! :-)
Public Relations / Marketing Manager
Entrepreneurs are like candy to the press. StartUp Cup has
been designed as a Public Relations machine that has many
opportunities to secure and partner with the press.
Your Public Relations / Marketing Manager is
responsible for securing press at key points along the
StartUp Cup process
Your Public Relations / Marketing Manager
is responsible for setting up any promotional
presentations, press releases, the distribution of
marketing materials, and the social media elements
that make up the ongoing StartUp Cup campaign
Technologist
Your Technologist is critical in supporting the set up
and management of PowerPoint presentations during
the judging process
Your Technologist supports the technology needs of
the coaching sessions
Your Technologist will be on hand for all judging
and coaching sessions to support any technological
challenges that may arise
Your Technologist works closely with the Project
Manager
Videographer
Your Videographer is critical for lming the interviews
of the Entrepreneurs during the judging processYour Videographer is responsible for editing the clips
of the Entrepreneurs during their presentations for
showing at the StartUp Cup Award Celebration
Your Videographer is instrumental in editing the
pitches from the judging rounds for showing during the
pitch coaching sessions
Event Manager
Your Event Manager is responsible for supporting the
design and implementation of the Kick-Off Event and
the StartUp Cup Award Celebration
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In addition to the Core Team there are three categories of
interactive players who are integral to the effectiveness of theentire StartUp Cup process and experience. These individuals
are your front line, your players. They are your Champions,
Judges and Coaches.
ChAMPiOnSCommunity leaders are an important component in bringing
about a successful StartUp Cup.
You will want to engage and enroll community leaders as you
build your StartUp Cup competition. Remember, not everyone
will buy into your vision at rst. Sometimes people need to see
what is possible before they become champions. Be patien
and demonstrate what is possible through action over time.
Potential Champions to target include:
Mayor / City CouncilorsEconomic Development Groups
Entrepreneurial Service Providers
Community Inuencers
High Prole Entrepreneurs
Grassroots Entrepreneurs
Local Arts Community
Local Sustainability Community
Higher Education
Campons / Judgs / Coacs
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ChAMPiOnS / JUDGeS / COACheS
JUDGeS
Your Judges are critical to creating a positive experience with
the entrepreneurs participating in the StartUp Cup competition.
We have identied the following skills and qualications
necessary to be an effective StartUp Cup Judge.
Judges should have extensive business and, ideally, startup
experience. Ideally, a Judge should have a combination of
business experience as well as an investor perspective as he
asks himself, Would I invest in this company?
Judges will also need a coaching mindset to be the most
valuable to entrepreneurs. A coaching mindset allows the
judge to help the entrepreneur to better understand how toimprove their business model.
Your Judges are not part of the competition to beat-
up on the entrepreneurs as much as to encourage
them to work towards developing a better business
model. At the same time, entrepreneurs occasionally
need tough love and a whack upside the head to
awaken them to the realities of their business models
potential for success.
Your Judges will work to inspire community members
to take the entrepreneurial plunge and launcha startup. Sometimes that means embracing
entrepreneurs who do not have all the pieces put
together, or have the know how. It is through the
StartUp Cup experience that the Entrepreneur
can gain the self-esteem to advance along their
entrepreneurial journey.
Ultimately the Judges vote for the best business model
based on the startup having the greatest possible
chance of short and long term success.
Potential Successful Judges to Target:
You will want to target between nine (9) and eleven (11) Judges
that include a combination of the following:
High Prole Entrepreneurs in the Community
Successful Business Leaders
Financial Managers
Franchising Specialists
Bankers
Restaurateurs
High Prole Small Business LeadersSuccessful Technology-focused Business Leaders
Marketing and Public Relations Professionals
Business Model Specialists
Business Lawyers
Guidelines for Judges
Judges are expected to show up to and actively
participate in the judging sessions
Judges may be called upon to engage with the media
for interviews
Judges will be promoted as part of the StartUp Cup
promotional process
Guidelines for Judge and Entrepreneur Interactions
Judges are not allowed to engage with the competing
Entrepreneurs as it relates to the competitive process
during the StartUp Cup competition
Entrepreneurs are not allowed to engage with the
Judges as it relates to the competitive process during
the StartUp Cup competition
Interactions that relate to the StartUp Cup will be
grounds for removal from the competition for either
Judge and/or Entrepreneur
Judges will communicate any conicts of interest
at the time of the conict being realized. It is
commonplace for Judges to know Entrepreneurs
who are part of the competition. In the event of a
potential conict, Judges who are in potential conict
will remove themselves from contributing input during
discussions and will be precluded from voting for thatparticular Entrepreneur.
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ChAMPiOnS / JUDGeS / COACheS
COACheS / MenTOrS
We use the term Coach and Mentor interchangeably. For
the purposes of the StartUp Cup Guide we use the termsCoach and Coaching.
Your Coaches will guide the entrepreneurs in understanding
how they can improve their business model and their pitch.
StartUp Cup Coaches are a critical factor in the success of the
competition. You will want to work diligently to identify business
professionals with a strong coaching mindset.
Choose your Coaches wisely.
The role of Coach is not to tell an entrepreneur what they need
to do as much as it is to help guide them to improve their pitchand business model.
Ideally, your Coaches will be benevolent in their coaching
approach and focused on what they can do to support the
entrepreneurs to reach their full startup potential.
Recruiting Coaches
When outreaching for Coaches it is important to nd
professionals who have skill sets in pitching business ideas
and developing business models.
Coaches to target include:
Successful Entrepreneurs
Business Development Professionals
Merger and Acquisition Specialists
Business Model Development Professionals
Bankers
Marketing and Public Relations Professionals
Project Management Specialists
Business Lawyers
Entrepreneurial Service Providers
Coach Guidelines:
Coaches are able to interact with the Entrepreneurs
during the StartUp Cup competition and aftercoaching sessions as long as it relates to supporting
the efforts of the Entrepreneur to improve their pitch
and/or business model
Coaches may serve as a StartUp Cup Judge. However,
Judges who are Coaches are only allowed to interact
with the competing Entrepreneurs during the judging
and coaching sessions
Coaches are not allowed to become clients of
or receive payment for services provided to
Entrepreneurs during the competition
Coaches are not authorized to represent any ofcial
capacity with StartUp Cup beyond the role of Coach
Coaches may be called upon for media interviews
and will be promoted as part of the StartUp Cup
promotional process
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STArTUP CUP KiCK-OFF MeeTinG
Getting your StartUp Cup Team on the same page is critical to
running a smooth award competition. Make sure to schedule
the Kick-Off Meeting at a time when all team members can be
present. Actively reviewing the Manymoon Project Management
Tool, along with the phases and roles involved in executing a
StartUp Cup, will be critical to helping everyone understand the
scope, roles, and timelines involved in producing a successful
competition.
Prior to holding the Kick-Off Meeting, you will want to have your
Chair and Project Manager in place so as to expedite assigning
roles and responsibilities among the Team Members.
WOrKinG AS A TeAM
Every element of the StartUp Cup Process is interconnected;
therefore, a team approach to running the competition is vital.
It is critical to have clear and ongoing communications as the
competition starts to unfold.
Your Chair and Project Manager will need to support a strong
team approach to StartUp Cup by helping team membersunderstand that they are part of something bigger than
themselves.
As a starting point at your Kick-Off Meeting, you need to share
the StartUp Cup Vision and Objectives. This will enable the
Team to understand the purpose and reason for creating a
StartUp Cup in your community.
Other areas to focus team building on include, but are not
limited to, the following:
Setting clear expectations of goals and deadlines
associated with the competition process
Securing commitment from team members to
accomplish the team mission of running a StartUp
Cup
Making sure each team member is playing to their
strengths and is not taking on a role that does not t
for them
Creating clear lines of communication and the methodof communication that will be used
FOCUSinG On One PhASe AT A TiMe
StartUp Cup is set up in ve phases. It is important for the
team not get overwhelmed by all the action steps required, and
instead take each phase one at a time. Not all phases of the
award process are created equal and there will be times where
there is not much to do, and times where many steps need to
be completed in a short period of time.
Phases I & II require the most effort and energy of the team to
produce. Within phases III & IV you have periods of limited effor
leading to the coordination of Judging and Coaching sessions
then back to periods of limited effort. Phase V requires more
signicant effort in order to prepare and produce the StartUp
Cup Award Celebration.
Catng You StatUp Cup Gam Plan
Coming together is a beginning.
Keeping together is progress.Working together is success.
hy Fod
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CreATinG YOUr STArTUP CUP GAMe PLAn
By focusing on each phase one at a time, a rhythm will emerge
that makes the award process unfold with relative ease and
effort.
UTiLizinG The PrOJeCT MAnAGeMenTACTiOn PLAn
We have developed a StartUp Cup Project Management Action
Plan that breaks down each step of the business model
competition process in the individual phases, along with
suggested timing to better understand what is required to run
a successful StartUp Cup.
It is strongly recommended that you refer to the Project
Management Action Plan during each of your weekly or bi-
weekly meetings as a method to stay on track and on top ofeach od the required steps.
rOLe CLAriFiCATiOn AnDASSiGnMenTS
You will want to make sure that team members are attuned
to the steps and timing of the StartUp Cup as it relates to the
Project Management Action Plan. It is important to assign roles
and clarify timing with each team member as it relates to the
action steps.
An ideal StartUp Cup Team will be made up of the Core Team
and the following:
9-11 Judges
12 Coaches + one oater coach to ll in as an
alternate, if needed (Note: a limited number of Judges
can also serve as Coaches)
Tip: Team members can play more than one role. The
composition of your team is dependent on the availability of
community resources and the quality of talent you are able toengage in your StartUp Cup.
SeTTinG COre TeAM MeeTinGS
We have found it important to schedule weekly, bi-weekly or
monthly meetings to stay on top of the Project Management
Action Plan. Not all of the team members will be able to attend
all the meetings and, in some cases, it may be determined tha
a meeting is not necessary. The key is that having a consistent
meeting schedule set in advance to allow everyone to be more
prepared to meet the demands of the competition process.
Sponsorship meetings will more than likely take place outside
the Core Team meeting and additional team meetings may
take place from time to time as necessary.
Keeping meetings regularly scheduled throughout the process
will be invaluable to your team and, in particular, to the Projec
Manager.
hAVe FUn AnD CeLebrATe ALOnGThe WAY
As with most things in life you get out of it what you put into it
With StartUp Cup, you will be able to engage, interact with, and
support entrepreneurs to move their businesses to the next
level.
We have found it to be valuable to celebrate the achievemen
of milestones during the award process. Have lunch togethe
and celebrate when you complete the rst Judging session
or receive positive press attention. It takes a village to build
an Entrepreneurial Ecosystem. Your StartUp Cup Team is amajor part of this village. Make sure to have fun and celebrate
along the journey.
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We should betaught not to waitfor inspiration to
start a thing. Actionalways generatesinspiration.Inspiration seldomgenerates action.
Fak Tolt
As part of your StartUp Cup license, we have provided you
with a Project Management Action Plan spreadsheet and
StartUp Cup Dropbox account access. Your StartUp Cup
Organizer will be provided access the Dropbox account to
download documents and templates.
Within the Dropbox account you will nd the StartUp Cup
Project Management Action Plan along with many critical
documents and templates that will support the management
of the award process. These documents and templates
include:
Sponsorship package
Email templates
Sample marketing materials
Example press releases
Example event agendas / programs
Surveys
You will nd the Project Management Action Plan to be
invaluable in supporting the team to communicate and
manage the steps of your StartUp Cup.
We have included sample pages from many of the Document
Templates within the StartUp Cup Guide. The complete
document can be found attached to the specic task
outlined in the StartUp Cup Dropbox account. Documents
and templates are noted througout the Guide with an
asterisk * symbol.
Pojct Managmnt ActonPlan
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Understanding and developing your StartUp Cup Budget is the
rst step in setting up your fundraising goals. Your team willwant to account for all the foreseeable expenses that will be
incurred during the StartUp Cup Competition.
We have provided a sample budget that you can use to help
brainstorm your projected expenses.
Note: Many of the expenses in your Budget can covered by
donations, such as printing, venues, food, and certain talent,
such as photographer, technologist, videographer, etc. It is
important to account for these donations and place a dollar
value on them. These in-kind donations will go a long way to
reducing the hard costs and act as leverage when outreaching
to your target Sponsors.
Once you have a Budget set you will want to include it in
the Sponsorship Package so that prospective sponsors will
understand where their money is going and how much money
your team will be spending.
Some people like to have all the money in place before they
launch their StartUp Cup, while others are prepared to launch
once they have the award money secured. The choice of when
to launch is up to your team.
Tip: Flexibility in how your money and donations are leveraged
is critical to a successful StartUp Cup. There are times during
the process you may be able to save money unexpectedly and
migrate those saved funds in another direction. Look for every
opportunity to stretch your money.
Dvlopng You StatUp Cup budgt*
Budget: a mathematical conrmation of your suspicions.
A.A. Latm
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Developing a strong Sponsorship Campaign that secures
sponsorship money and in-kind donations early in the StartUpCup Process will be one of the keys to the success of your
competition. Through Sponsorships, your StartUp Cup will
generate prize money, marketing materials, trophies, and
public relations, website management and development and
project management support.
The sponsorships you generate for your StartUp Cup will
generate prize money as well as funds to cover your budgetary
expenses, i.e. marketing, advertising, public relations, website
management and development, project management support,
and pre- and post-award events.
In-kind Sponsors will allow you to expand the opportunities
to reduce costs and increase the value of the competition.
Examples of the type of in-kind donations you can target
include venues, food/beverages, printing, coaching, ofce
space, project management, public relations, and website
management.
COre TeAM
As with all successful endeavors, a team is required for
fundraising. In the case of a Sponsorship Campaign werecommend that your team be as small as possible. Between
three and four core team members, including the StartUp Cup
Fundraising Chair, are ideal to accelerating the process to
secure StartUp Cup Sponsorships.
Your Core Team will want to enroll other team members and
leadership in the community to support Sponsorship OutreachIt is the role of the Core Sponsorship Team to:
Manage Sponsor outreach
Develop and distribute sponsorship packages
Conduct follow-up with prospective Sponsors
Since Sponsorships are more likely to be secured by people
with strong relationships with prospective Sponsors, you wil
want to make sure to enroll key people who have the best
opportunity to successfully close the deal and to make the
initial ask.
Keeping your team small and mighty will be vital to reaching
your Sponsorship Targets.
iDenTiFYinG AnD enrOLLinG YOUrFUnDrAiSinG ChAir
In every community there is someone who has all the right
connections, loves entrepreneurs, and wants to make a
difference. Finding this person to support your fundraising
efforts will make your job that much easier. The ideaFundraising Chair is high prole, is willing to make the ask
and has the time required to efciently and effectively outreach
for funds.
What this power is, I cannot say. All I know is that it existsand it becomes available only when you are in that state of
mind in which you know exactly what you wantand are fully
determined not to quit until you get it.
Alad Gaam bl
Sponsosp Campagn
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SPOnSOrShiP CAMPAiGn
It is important that the Fundraising Chairs letter is the rst
page of your Sponsorship Package. Make sure to include a
photo and digital signature from the Fundraising Chair to give
the credibility that gets the Sponsorship closed.
DeVeLOPinG YOUr SPOnSOrShiPPACKAGe
As part of your StartUp Cup license we have provided a
Sponsorship Package template (created in InDesign) found
in the StartUp Cup Dropbox accountthat can be modied and
enhanced. Please feel free to adjust and tailor this template to
the needs of your local community.
If you have a design member as part of your team, he or she
can instead create a custom Sponsorship Package for you. If
you do create your own Sponsorship Package please follow the
guidelines for StartUp Cup logo usage and share your design
with the StartUp Cup team.
We recommend that you have a number of packages printed
and placed within a folder that can easily be distributed and
shared with prospective Sponsors.
MeSSAGinG AnD iMPACTGetting everyone involved with the StartUp Cup on the same
message is vital to a successful campaign, and is critical when
engaging the media. The latest research from the Kauffman
Foundation shows that all new net job growth comes from
companies ve years and younger (Entrepreneurship and
the Economy, March 14, 2011). The purpose of StartUp Cup
is to grow jobs through startups in an effort to develop an
entrepreneurial economy. Below are some of the message
points we use when talking about StartUp Cup:
StartUp Cup is a proven model to grow jobs through startups.
The result is acceleration in building and growing a localized
entrepreneurial economy. Annual statistics include:
100 startups inspired to apply to StartUp Cup
12 new operating startups
51 new jobs created with an average salary of
$44,223*
$2,255,373 in annual payroll
*Source: U.S. Bureau of Labor Statistics Nationa
Compensation Survey, 2010
Additional messaging and talking points include:
Support and expand a local Entrepreneurial
Ecosystem: increase the supply and quality of
entrepreneurs; build entrepreneurial networks; and
reward entrepreneurial behavior
Growing a locally-driven culture of startups
Growing new jobs through startupsStrengthening the local economy through startups and
innovation
Maximizing local synergies and increasing
collaboration among entrepreneurs and service
providers
Accelerating business success using business model
based coaching and mentoring
Recognizing and rewarding entrepreneurial and
startup behaviors
Each year you will be able to highlight your impact by
showcasing the jobs and successes that have grown from
startups that have won and participated in the StartUp Cup
These entrepreneurial heroes will start doing the talking for
you and promote the power and inuence StartUp Cup has had
on their business success. Supporting entrepreneurs and thei
success is the reward of successfully executing a StartUp Cup
Business Model Competition.
iDenTiFYinG TArGeT SPOnSOrS
Working with StartUp Cup Core Team members and the
Fundraising Chair you will want to develop a target list of
potential Sponsors. The list should include the contact name
for each Sponsor along with the name of the person with the
strongest relationship to make the ask. Each target Sponso
will require a Sponsorship Package. If possible you will want
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SPOnSOrShiP CAMPAiGn
the Fundraising Chairs letter to be tailored to each potential
Sponsor.
Over the years we have found that the best funding targetsare those that benet the most from supporting entrepreneurs
and the development of new companies.This includes but is
not limited to the following:
Banks
City Economic Development Commissions
Chambers of Commerce
Entrepreneurial Service Providers
Universities and Community Colleges
SPOnSOr OUTreACh STrATeGY
After you have developed and organized your Sponsorship
Targets you will want to consider each Sponsor and their value
potential. For larger Sponsor Targets who will provide prize
money you may want to consider naming rights such as The
Saratoga StartUp Cup Sponsored by Bank of America.
You will want to outreach to a majority of your Target Sponsors
in a short time period, within a two week time period is ideal.
You will want to have the person who will make the ask to
start following up with potential Sponsors within a week in
order to gauge their receptiveness and to close the funding
deals.
COLLeCTinG AnD MAnAGinG FUnDS
We have found that sponsors oftentimes want to manage
payment of expenses for StartUp Cup directly, such as printing
costs, venue rent, catering, etc. If for some reason you need
to set up a bank account to manage expenses may want to
work with a local community foundation or Not-For-Prot
Organization (NPO) to act as your umbrella to collect andmanage the money you raise.
Tip: If you serve as a board member of an NPO ask if they
would be willing to administer the funds for your StartUp Cup.
You will be held to the specic rules of money distribution and
management as prescribed by the NPO.
PrOMOTinG YOUr SPOnSOrS
As part of your strategy to create value for your Sponsors you
need to make sure that they are promoted at every opportunitythroughout the StartUp Cup process. Your strategy should be
based upon their level of Sponsorship. Consistently promoting
and thanking Sponsors is vital to keeping a strong relationship
making fundraising in future years much easier.
Areas to give thanks and to highlight Sponsors include, but are
not limited to:
Website
Event Banners
Press Releases
Speaking Engagements
Events
As talking points when being interviewed by the press
Promotional and Marketing Materials
Tweets and other Social Media outlets
DeLiVerinG UPOn SPOnSOrShiPAGreeMenTS
In the end, your Sponsors are going to want to understand
the tangible and intangible results being generated from you
StartUp Cup. You should be prepared to author an Impact
Report and a Thank You Letter to your Sponsors. These
documents should include the following:
Number of Entrepreneurs and startups who
participated (gather demographic information
regarding age and gender, if possible)
Number of Coaches and Judges who participated
Number of startups operating at the end of the award
process
Number of times their company was mentioned in the
press and social media
Entrepreneur testimonials about StartUp Cup
Expectations for the next StartUp Cup
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SPOnSOrShiP PACKAGe
The StartUp Cup Sponsor Package has been designed
specically for easy customization for your specic community.
The Sponsor Package provides an overview of StartUp Cup,
benets to the community, and job creation statistics.
You may customize the Sponsor Package to the specic needs
of your StartUp Cup - and we highly recommend that you utilize
photographs of local entrepreneurs from your community.
The amount of funding you need to raise is dependent on the
amount of in-kind donations you receive and the budget you
create for the Competition. We have provided guidelines for the
timing of the Competition, the funding required to successfully
host StartUp Cup, and areas in which to seek out in-kind
donations. You are free to customize your StartUp Cup - jus
let us know what you decide to do so we can pass along you
suggestions to others.
You will nd the StartUp Cup Sponsor Package Sample in the
StartUp Cup Dropbox account. We have provide a PDF le and
an InDesign le for your use.
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STArTUP CUP Pr AnD MArKeTinG
The StartUp Cup has been designed as public relations
machine. Each step of the StartUp Cup competition process is
set up to secure media attention and enhance the promotion
of local entrepreneurs and startups. You will want to take full
advantage of this powerful opportunity to expand awareness of
your unique startup culture and local entrepreneurial economy
being enhanced through your StartUp Cup.
Entrepreneurs and startups are like candy to the media. Your
goal is to build meaningful relationships with local media
outlets and feed them stories of interest. Always be working to
identify a story: which of the entrepreneurs might be of special
interest to the media? What is it that makes them special?
What problem are they solving with their product or service
that makes them unique?
The rst step, and most critical part, in the promotional process
is to get the word out about your StartUp Cup in a way that
engages and motivates the desire to apply for the competition
within your entrepreneurial community. Entrepreneurs are
special and not easy to identify as they tend to hide in the
nooks and crannies. Your job is to entice them by providing a
vehicle to take their idea and turn it into an operating business
or expand and grow an existing startup.
Tip: You will want to allow for a four-to-ve-week window of
promotion for entrepreneurs to submit their business models
to your local StartUp Cup. This means that all promotional
materials and campaign strategies need to be ready at the
time of your StartUp Cup kick-off event. This is when the
competition process launches.
You need to strike a chord that gets the entrepreneurs in
your community excited and talking about your StartUp Cupcompetition.
TArGeT AUDienCe
Entrepreneurs and anyone with a big idea that has been sitting
on the fence about starting a business is your primary targe
audience. Your secondary audience is entrepreneurs that
have already started a new business but lack all the tools
experience, or funding necessary to move their startup to the
next level.
Tip: Stay focused on your primary StartUp Cup target audienceAvoid the tendency to want to extend into existing businesses
Your job is to help grow jobs through startups. According to a
2009 survey by the Kauffman Foundation from 1980-2005
rms less than ve years old accounted for all net job growth in
the United States.
MeSSAGinG
Staying on message is critical. There are key words that attrac
entrepreneurs and startups that others will recognize but wil
not resonate with in the same way. Since many people who are
entrepreneurs do not always see themselves as entrepreneurs
it is important to communicate at a level to which someone
who has the potential to unleash their entrepreneurial spiri
can relate.
The following is messaging we have found to work very wel
when it comes to attracting and getting entrepreneurs to apply
for the StartUp Cup:
StatUp Cup Pulc rlatonsand Maktng Campagn
In the business world, everyone is paid in two coins: cash
and experience. Take the experience rst; the cash will comelater.
Harold Geneen
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STArTUP CUP PUbLiC reLATiOnS AnD MArKeTinGCAMPAiGn
What is Your Big Idea? Let it Fly!
Win coaching, prizes and connections
StartUp Cup is a Business Model Competition not aBusiness Plan Competition
It is easy to apply. You only have to answer a few
questions about your business model
We are looking for anyone with a big idea and who
wants to start their own business
Start your startup today
Create your own career and job
The coaching and mentoring provided will give you
insights into how to improve your business model and
increase the chances for long term business success
Learn from experienced local business leaders and
startup specialists
We are looking for any business idea. StartUp Cup is
not limited to any one industry or business niche
If you know of a friend, family member, or associate
who has said, Ive got this great idea, but has not
done anything with it the StartUp Cup is for them.
We encourage you to develop your own messaging. One key
is to talk with entrepreneurs you know and see what type ofmessaging will get them excited. Bottom line, your job is to help
startups grow viable companies.
Note: If you develop new messaging and you nd it works
well (or fails) please share this information with StartUp Cup
representative so that we can better understand how to reach
entrepreneurs.
PUbLiC SerViCe AnnOUnCeMenTS*
Public Service Announcements (PSAs) are a great way to get
the word out about your StartUp Cup. Getting high prole peoplein your community to record a PSA will increase awareness
and exposure. The key is to partner with your City or local
educational institutions to work with local television outlets
that will help you secure commercial time slots to broadcast
the StartUp Cup PSAs. A good target would be to see a PSA
broadcast 300 or more times over a one-month campaign.
Tip: Try to get your Mayor or another popular elected ofcia
to record a :15 or :30 second promotional spot to spread
your message. Make sure they follow the messaging you give
them. They need to understand the target audience is the
entrepreneur and person with an idea who wants to start a
startup.
PrOMOTiOnAL PArTnerShiPS
One of the most effective methods to get the word out
about the application process being opened is to partne
with local organizations who can send out pre-written emai
announcements. Brainstorm a list of organizations and
institutions in your community who would be willing to
share your StarUp Cup with their community. Here are some
examples of organizations we would recommend seeing if they
will promote your StartUp Cup:
Community Colleges
Chambers of Commerce
Sponsors
City
Sustainability groups
Entrepreneurial service providers
Startup Weekend organizers
Economic development groups
Local mobile or web development groups
Dont be afraid to think outside the box. Red Hat groups and
quilters could be a great place to harvest entrepreneurs to
become part of your StartUp Cup. Anything is possible!
MeDiA PArTnerShiPS
One of the most powerful ways we have found to promote the
StartUp Cup is through local media partnerships. If you have a
Business Journal in your town or a local paper let them know
what you are doing and propose a partnership that allows them
special access (Not Exclusive) to the StartUp Cup process and
introductions to Entrepreneurs, Judges and Coaches.
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STArTUP CUP PUbLiC reLATiOnS AnD MArKeTinGCAMPAiGn
The value that your media partner can receive includes an
increase in advertisers, special stories of entrepreneurialism
and startups, and increasing their brand as a media source
that supports promoting an emerging localized entrepreneurial
economy.
Here are some ideas on what you can offer and support your
potential media partner to create:
Coaches Corner: Advice from StartUp Cup Coaches
and Judges on best practices for starting a startup
StartUp Cup Entrepreneur and business proles
Special stories of unique startups that are competing
in StartUp Cup
Special insert for the StartUp Cup Competition
Celebration that includes:
Entrepreneurial Resource Guide
Proles of the Finalists
Proles of the Judges and Coaches
You have nothing to lose by pitching the idea. If turned down by
one media outlet nd another to pitch. If it does not work the
rst year then try again the second year. Never ever give up!
MOrninG AnD eVeninG neWS ShOWS
Schedule your Chair to go on live morning and evening
news shows. Make sure the messaging is tight. Follow
the guidelines provided earlier in this section.
Tip: Plan ahead and have these interviews staggered
throughout the StartUp Cup application campaign.
Capture video of all interviews and post on all of your
social media outlets.
SOCiAL MeDiA
Social media is an inexpensive and effective method to get
the word out and create awareness within your community.
We recommend the following methods for getting the word out
through the Internet:
Facebook Create a StartUp Cup Facebook page to
keep people informed on the competition activities
and highlighting key messaging and a call to action.
Have friends invite friends to the kick-off event where
a lot of excitement will be generated.
LinkedIn Create your own local StartUp Cup LinkedIn
Group. Share the same information you share on
Twitter and Facebook. Create a call to action during
the application process.
Twitter Create a StartUp Cup Twitter account and
tweet updates about your StartUp Cup. Make sure to
share quality information on resources and tips on
starting startups. Include tweets about entrepreneurs
participating in your StartUp Cup.
These are just three examples of social media outlets that can
be leveraged to get entrepreneurs and your local community
excited about starting startups. There is no limit to the options
that you can experiment with, so try new approaches.
eMAiL bLASTS
Your marketing team will want to create a pre-written emai
and/or PDF emails that can be distributed through your StartUp
Cup teams personal networks and to share with promotiona
partners for distribution.
Tip: The key is to have your emails pre-written, including the
subject line and call to action messaging. The easier you can
make it for people to send and promote the more people and
organizations that will send your StartUp Cup email out.
ViMeO / YOUTUbe ViDeOS
Create your own StartUp Cup Vimeo or YouTube channel. The rst
year interview local entrepreneurs and capture their stories. Ask
what advice they would share for aspiring entrepreneurs. What
were some of their biggest challenges and how did they overcome
them? Why would they recommend entering StartUp Cup? Make
sure to end the video with a call to action message such as
Whats Your Big Idea? Let it Fly!, Submit Your Business Idea
at http://www.citystartupcup.com, Deadline for entry is ...
Tweet the video, post it on your Facebook page and share withyour LinkedIn Group. Share interviews about the StartUp Cup
that are conducted on early morning and evening television
news shows. Get creative and create your unique Interne
video campaign. Share you successes with your StartUp Cup
representative.
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STArTUP CUP PUbLiC reLATiOnS AnD MArKeTinGCAMPAiGn
MArKeTinG MATeriALS
As part of your StartUp Cup license we have provided you
with examples of the type of marketing materials that can begenerated to support promoting the application campaign.
Examples of the types of marketing materials we have found
success with include but are not limited to the following:
Postcards with call to action and Website address on
the front and StartUp Cup competition timeline on the
back
Banners with the call to action and Website address.
We do not put a date or year on the banners so that
they can be utilized the second year to reduce costs
Posters to place at local restaurants, coffee houses,
pubs and other locations that entrepreneurs frequent
FinAL ThOUGhTS
The campaign that you develop and promote for business
model submissions is the most critical element in the
StartUp Cup process. Without submissions you will not
have a successful StartUp Cup, and once the application
deadline is reached no additional submissions can be
accepted.
Your main focus for the initial promotions outreach of StartUp
Cup needs to be on creating a call to action that inspires the
entrepreneurs of your community to submit their business
model for the StartUp Cup Business Model Competition.
Tip: It is not the quantity of submissions received as much as
the quality of submissions that really matters to the success
of your StartUp Cup. Securing 25 really good business model
ideas is much better than dealing with 100 really bad ideas!
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The STArTUP CUP WebSiTe iS YOUr
FrienD
Over the years we have learned that the most effective and
practical way to engage entrepreneurs, collect submissions,
and communicate with participants and potential participants
of the StartUp Cup is exclusively through the Website and use
of email communications. This, however, is not always possible
and in areas of limited Internet access accommodations will
need to be made. Some entrepreneurs will want to talk with
team members, Judges and Coaches via telephone. This
has the potential to lead to miscommunications and other
potential challenges. Your team will want to stay aligned withall communications being conducted through formal channels
found exclusively on the Website or through direct email
communications as much as possible.
Tip: Avoid or limit the use of phone numbers on the Website or
in email communications, unless Internet access is not readily
available in your community. You will want to direct anyone
interested in your StarUp Cup to the proper email channels.
This will give you a record of your communications and will
allow you to engage more team members in the responses as
required. The Website is your friend and should be utilized as
much as possible.
Your Website is also the home of all information regarding time-
lines, rules, submissions, resources, and frequently asked
questions. The campaign to enroll entrepreneurs to submit
their idea for inclusion in your business model competition will
ideally be managed through your StartUp Cup Website.
USe The STArTUP CUP WebSiTe
TeMPLATe
We have provided you with a StartUp Cup Website Template
that you can tailor to your needs. This template includes the
following:
Homepage with photo and sponsor sliders
Rules
Resources (You will want to update with your local
entrepreneurial service providers)
Timeline (Including two (2) coaching sessions)
About Page: Why StartUp Cup?
Sponsors - include the logos
On the remaining pages you will want to ll in with the tailored
information for your communitys business model competition
This includes:
Judges (Photo and biography for each)
News (Add as you secure news articles)
Twitter Feed
Contact Us (We recommend setting up a Gmail
account, e.g. [email protected])
The Website Template is designed to be exible, allowing you
to add other pages and areas to the site as required by you
communitys unique needs.
You StatUp Cup Wst
The two wordsInformation and Communicationare oftenused interchangeably, but they signify quite dierent things.Information is giving out; communication is getting through.
Sydy J. has
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Note: The Ofcial Rules are guidelines to be customized
by each StartUp Cup organizer to be posted on the website.
As with everything associated with StartUp Cup you are free
to make updates and changes to t the needs of the local
community.
The StartUp Cup Business Model Competition is designed to
stimulate entrepreneurial activity, grow jobs through startups,
and increase awareness of the resources available to growentrepreneurs in . All winners will be
selected on an objective basis as determined by the criteria
set forth below. You must read and comply with these rules
to enter the StartUp Cup Business Model Competition (the
Competition). This competition is void where prohibited by
law.
Who can enter the Competition?
The Competition is open to all participants who meet the
following criteria:
The model must be an original idea for a business
from idea up to ve years in operation.
Applicants need not be based in
but they must agree to establish or expand business
operations in the Metro area of
if they win.
Company ofcers/members are 18 years or older at
the time of entry and are legal residents of the
Company members cannot be directors, ofcers, or
employees of, or .
Immediate family members of any of the above
are also disqualied. NOTE: students who are not
employed by the College (if a college is associated)
are allowed to compete.
Not-For-Prot submissions will not be accepted.
How do I enter?
Fill out the ofcial Business Mode
short form. Your submission must contain the following
information:
Your business idea
Need and/or solution being lled
Product and/or service
Market size
Target customer
Revenue streams
Management team
Strategy to market
Funding requirements, if any
Submissions will be accepted between .
Judges will review submitted Business Models andthose selected to enter the competition will be notied
of their acceptance on or before .
If selected for the competition a comprehensive
Business Model and nancials will be required for
submission by . Instructions and a link to an
online Business Model long form will be sent to those
invited to participate in the competition.
All information will be kept condential. The judges may require
verication of certain information during the review of the
business model. Only complete online business model formswill be considered.
Any questions regarding submission of business models should
be addressed to the Representatives
of the Competition will not respond to direct inquiries regarding
the contest other than general administrative questions.
OcialRules*
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What can I win?
The winners will be determined from all eligible entrants. The
winners will be presented awards at the StartUp CupAward Celebration to be held . Winners must be present
to accept awards. All nalists will be expected to participate
in or attend the StartUp Cup Award Celebration and may be
required to make a brief presentation about their companies
during the celebration.
The maximum award distribution for the winning business model
shall not exceed $30,000 for First Place, $5,000 for Second
Place and $2,500 for Third Place. In addition, the winning
business model may receive entrepreneurial/
Strategic Partner support, and introductions to additional
funding sources. Additional prizes may be awarded to other
entrants. Other entrants must be present to accept these
awards.
Note: There is no guarantee, expressed or implied, that any
business will receive an award. Should no entries into the
competition meet the entry criteria, should no entry have
a reasonable chance for success and should the selection
committee determine no winner exists for that year of the
competition, no award will be made for that year and the award
money will be used for the following years competition. The
odds of winning a prize depend on the skill of the entrants and
the number of entries received. All taxes associated with the
prize are the sole responsibility of the prizewinner. Prizes are
not transferable.
How will the Judges decide on a winner?
Decisions will be made by a panel of judges consisting of
representatives from the . The judging panel will evaluate business models on
the basis of:
Reasonable opportunity for success of the business
model
Company meets an identiable need and actively tests
market response
Company has a strong execution strategy
Company has identied and allocated resources to be
successful
Company utilizes resources effectively
Company has a believable competitive advantage
Company has a sound target market and customerbase
Revenue and prot models that t
Strong, coachable management team
Contribution to uniqueness
Realistic time-frame for company growth
The entrants to the Competition will be judged on the merits
of their business models with three presentations made to
the panel of judges. The rst presentation will include the top
twenty ve business models. The second presentation wil
include the top twelve business models and the nal round o
presentations will include the top seven business models.
In the event of a tie, the judges will select the model that has
the higher score under Reasonable opportunity for success
of the company. All decisions regarding the criteria will be
made solely by the organizers and sponsors. All decisions o
the judges are nal. These Ofcial Rules and the decisions of
the judging panel are nal and binding in all respects.
How do I nd out if I won?
The winners will be announced at the StartUp Cup
Award Celebration on . In addition to complying with the
conditions set forth, as a condition of receiving a prize, each
winner must sign an afdavit of eligibility and publicity/liability
release. Failure to sign and return all of these forms within 14
days following notication will result in disqualication and
an alternate winner may be selected. Non-compliance within
this time period may result in disqualication and selection of
an alternate winner. Return of any prize/prize notication as
undeliverable may result in disqualication and selection of an
alternate winner. The Winners list will be available after the
ofcial awarding of prizes at the StartUp Cup Award
Celebration.
What are the other conditions of the Competition?
Other Funding or Competitions. Teams that have already
secured funding from any source must disclose the amounts
and sources at the time of entry, or as soon as they become
OFFiCiAL rULeS
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aware of any funding commitment during the duration of
the competition. Teams that have entered a model into any
other business plan competition must disclose this at the
time of entry or as soon as they enter their model in another
competition during the duration of the Competition.
Original Work of Authorship. All entries must be original and
free from any claim of copyright or other restriction relating to
the Competition.
Number of Entries. No individual may be included as a team
member with more than one business model, and no business
may enter more than one business model.
Payment of Prizes. The cash awards paid by the sponsors/
judges do not constitute an investment in the winning business
model. Sponsors/judges will not receive equity in the winning
companies in exchange for the prize money. Awards to the
winners of the Competition will be issued in the name of the
company as set forth in the plan and the sponsors/judges do
not assume any liability for any subsequent distribution.
Competition. No responsibility is assumed and entrants
waive all claims for lost, late or misdirected entries, or for any
problems of technical malfunction of any telephone or network
lines, computer online systems, servers or providers, computer
equipment, software, failure of any email or entry received bySponsors on account of technical problems or trafc congestion
on the Internet, the website or any combination, thereof
including, without limitation, any injury or damage to entrants
or any other persons computer resulting from any causes,
including without limitation downloading any materials in the
promotion. Entrants who violate these Ofcial Rules, tamper
with the operation of the Contest or engage in any conduct that
is detrimental or unfair to Sponsors, the Competition, or any
other entrant (in each case as determined in Sponsors sole
discretion) are subject to disqualication from entry into the
Competition. Sponsors reserve the right to lock out any entrantwhose eligibility is in question.
Release and Waiver. By entering, participants, without
limitation, release and hold harmless Sponsors, judges,
coaches, and their respective directors, ofcers, employees,
and agents from any and all liability for any injuries, loss, or
damage of any kind in connection with the Competition. By
entering this Competition, you agree to waive any right to claim
ambiguity or error in these Ofcial Rules or in the Competition
itself. If you have any questions about these Ofcial Rules o
the Competition, please contact
Who are the sponsors of this Contest?
The sponsors of the StartUp Cup are .
OFFiCiAL rULeS
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Winners makea habit ofmanufacturing
their own positiveexpectations inadvance of theevent.ba Tacy
StartUp Cup Competition Kick-Off Event
If you choose to host a StartUp Cup Kick-Off Event
it will serve as an opportunity to celebrate the
ent