seeking differentiation

HES-SO Valais/Wallis

Institut Entrepreneurship Management

Sierre, Switzerland

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Luca Salzano

Co-founder and CMO @Novertur

/lucasalzano

@Luca_LS87

/luca_salzano

therightsocialmedia.novertur.com

A Born-Global Start-up Case: NOVERTUR

PROSPECT / INTERACT / TRADE

“Seeking Differentiation”

2

Love is all about finding the right partner.

Business is just the same.

What is Novertur

3

Novertur: Overview

4

Some users:

3’500 user-companies

5 full-time employees

21 trade organizations

17’000 follow relationships

Novertur: Technology

5

Advanced matchmaking algorithm

(big data analysis, semantic, clustering technics)

Financing Development Partner/support

Patenting

process

initiated in EU

Novertur: Team

6+2 developers

Benoit Perroud

Board member (CTO)

Florent Schlaeppi

CEO – Co-founder

Marius Aeberli

Creative Director – Co-founder

Jacques Billy

Board member (CFO)

Luca Salzano

CMO – Co-founder

Alpaslan Korkmaz

Advisor - International business

Novertur: A Born-Global Start-up (1)

7

Source: Oviatt& McDougall, 2005

Novertur: A Born-Global Start-up (2)

8

co-founders

marketing

support

software

development

telemarketing

data-entry

management

Internationalizing Novertur from Inception (1)

9

Why Born-Global?

• A global concept

• A need for resources we couldn’t have at home

• A will to identify promising growth market

• A global mindset

Internationalizing Novertur from Inception (2)

10

Do we have all the skills to develop our product?

NO!

Seed to hire the teamCo-founders savings and

shares to hire the team

The Portuguese

Miracle!

Go international to find

better prices with same

quality skills

Internationalizing Novertur from Inception (3)

11

Developing a user-base abroad: Business development

Internationalizing Novertur from Inception (4)

12

Developing a user-base abroad: Business development

In some cultures, saying

“yes” doesn’t necessarily

mean “yes”

“Founders must turn

into salesmen”

Internationalizing Novertur from Inception (5)

13

Developing a user-base abroad: Trade shows

“Founders must turn

into [international]

salesmen”

“A marketers

generational battle”

Internationalizing Novertur from Inception (6)

14

Developing a user-base abroad: Online marketing

• Lower costs

• Measurable ROI

• Manageable expenses

• Perpetual presence

• Smaller cultural gap

• Directly related to our product

Advantages of international

online marketing

“Using internet to

export”

Internationalizing Novertur from Inception (7)

15

The Born-Global Novertur

An international value chain

A product designed for international

A simultaneous market launch on several initial markets:

A rapid marketing effort into the global market:

Competition

16

“Strategy is about making choices, trade-offs; it's about deliberately choosing to be different.”

– Michael Porter

Competition

17

0

1

2

3

4

5

6

Intensity of

competitive rivalry

Threat of new entrants

- Internet Players

Threat of new entrants

- Consulting Org

Bragaining power of

suppliers

Bargaining power of

customers

Threat of online

substitute products

Threat of offline

substitute products

Seeking Competitive Advantage (1)

18

Positioning

Business network SMEs

Internationalization

Online

Quicker

Affordable Relevant (Matchmaker)

The business matching network for SMEs’

internationalization

Pledge: “Find complementary trade partners abroad”

Business Matchmaking

Softwares (events)

Social networking services

B2B Marketplaces

Business directories

Digital solutions

Seeking Competitive Advantage (2)

19

Fin

dre

leva

nt

inte

rna

tio

na

l b

usi

ne

ss p

art

ne

rs

(ma

tch

ma

kin

g)

Build your trusted business network

(networking)- +

-

+

Which competitors?

Seeking Competitive Advantage (2)

20

Business Matchmaking

Softwares (events)

Fin

dre

leva

nt

inte

rna

tio

na

l b

usi

ne

ss p

art

ne

rs

(ma

tch

ma

kin

g)

- +

-

+

Build your trusted business network

(networking)

Trade shows

Market-Entry Service Providers

(incl. TPA)

Chambers of Commerce

Traditional solutionsWhich competitors?

Context:

• Small structure moving quickly

• Clear focus on internationalization of SMEs niche

Seeking Competitive Advantage (3)

21

Doing things better: A combination of skills

Digital MarketingInternet

Technology

International

Trade

Tailored-product

Small operational costs (burn-rate)

Seeking Competitive Advantage (4)

22

Doing things better: Technology partnership

NOVERTUR

• Acquire UNIQUE technology skills (technology transfer)

• Develop the most advanced UNIQUE B2B Matchmaking Technology

Seeking Competitive Advantage (5)

23

Facing potential new entrants: Intellectual property

NOVERTURB2B Matchmaking Technology

Seeking Competitive Advantage (6)

24

Facing potential new entrants: Developing partnerships

A Sustainable Competitive Advantage?

No Patent can secure an Internet Start-up!

You’d better focus on your customers and adapt,

given the resources that you have.25

“The only sustainable competitive advantage is an organization's

ability to learn faster than the competition.”

- Peter M. Senge

26

Q&ASESSION

27

@Novertur

Let’s keep in touch!

/Novertur

+Novertur

/Novertur

Follow us!

@Luca_LS87

/lucasalzano

+LucaSalzano

Novertur - www.novertur.com

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