how to really get your new enterprise off the ground (it doesn’t take many entrepreneurs to...
TRANSCRIPT
How to Really Get your New Enterprise Off the Ground(It Doesn’t Take Many Entrepreneurs to
Reshape a Community)
Prepared for: Y Enterprise Centre | Centre d'entreprises du YBy: @ProfBruce
Date: Dec. 6, 2012
Professor Bruce Murray FirestoneB. Eng. (Civil), M. Eng.-Sci., Ph.D.
Founder Ottawa Senators, Ottawa Senators Foundation and Scotiabank Place; Entrepreneurship Ambassador, Telfer School of Management, University of Ottawa;Executive Director, Exploriem.org, Learn By Doing School Novelist, Quantum Entity Trilogy; Writer, Entrepreneurs Handbook II; Columnist, Ottawa Business Journal; Broker, Century 21 Explorer Realty
•Follow him on Twitter at @ProfBruce •Find his books at: www.brucemfirestone.com •Read his blogs at www.EQJournal.org and www.DramatisPersonae.org •Current motto: “Making Each Day Count”
Teamwork in the 10th Millennium B.C.
Synergy is a fancy word for teamwork According to Jane Jacobs all human
economic development stems from development of villages, towns and cities
From proximate co-habitation learn about strengths and weaknesses and learn to share and divide tasks according to individual skill sets
Teamwork in the 10th Millennium B.C.
But many people have view: ‘More pie for you means less for me’
Wrong! Economic growth derives from multiplying
options, from specialization, from comparative advantage, from development of standards, from network effects, disintermediation and scalability
Teamwork in the 10th Millennium B.C.
Let’s go back in time! Ugh and Nnn Family of Ugh lives by themselves in
savanna Ugh expert antelope hunter provides four
antelopes a month
Teamwork in the 10th Millennium B.C.
Ugh’s carving skills poor, producing only one set of flint knives per month
One mile away, family of Nnn hungry, bagging only one antelope a month
But Nnn good flint knife producer, producing three sets of flint knives per month
Ugh and Nnn meet– decide not to kill each other
Co-lo instead
Teamwork in the 10th Millennium B.C.
At first, for mutual defence But then, through observation due to
proximity, Ugh see what beautiful flint knives Nnn makes
Ugh spends all his time hunting/Nnn carving What happens?
Teamwork in the 10th Millennium B.C.
Explosion in (primitive) village productivity GDP jumps!
Teamwork in the 10th Millennium B.C.
Phenomenal increase in wellbeing of two families
Village producing goods surplus to needs Sets up possibility of trading with third
family (family of Zll), expert producers of textiles (animal skins)
Results in further substantial increase in value for emerging regional economy
People Need People
People need people like no other animal on planet
Uniquely co-dependent Skill sharing is fundamental The most important decision you make other
than to actually start a new enterprise is who you hire, so hire up
People Need People
Lesson No. 1:
GET THE RIGHT PEOPLE ON THE BUS WITH YOU
Choose the Right Idea
Grade A Techs Four original founders Two engineers, one IT guy and a Biz Dev
person 5 original concepts The fourth was SILENT ALARM CLOCK Fifth one was Grade A
Choose the Right Idea
Get a trusted mentor Verbalize like Tom Hanks in Castaway (to
Wilson) ‘Don’t worry, Wilson.’
http://www.youtube.com/watch?v=lv_LfXcjWew&feature=endscreen&NR=1
‘I’m sorry, Wilson.’ http://www.youtube.com/watch?v=LHtgKIFoQfE
Choose the Right Idea
Lesson No. 2
SELECT THE RIGHT IDEA
AND
MENTOR
Get the Business Model Right
Sam Palmisano (former IBM CEO) and Steve Jobs (former Apple CEO) spent up to 40% of their time on Biz Models
Not Business Plans Not Products or Services You competitors can copy a product or service
but not so easy to do with Biz Model
Get the Business Model Right
Plans are out of date before you can complete them
Always change when you come into contact with RL
It was the biz model of the iPhone that made Apple the most valuable co on the planet
Get the Business Model Right
Share of carrier fees each month Revenues from app store Revenues from iTunes and iBooks Revenues from rights fees (to be featured on
Apple iPhone or iPad homescreens) Revenues from Apple’s share of content
created by others Ad revenues from iOS platform Search fees
Get the Business Model Right
App developers make money Encourages more apps to be created More apps means more iPhone buyers More iPhone buyers means more developers 288% p.a. return to Apple (est.)
Get the Business Model Right
Lesson No. 3:
GTBMR
YOUR COMPETITORS MAY BE ABLE TO COPY WHAT YOU’VE ALREADY DONE BUT NOT WHAT YOU GOING TO DO
ONCE YOU CREATE A COMMUNITY AORUND YOUR BIZ, YOU’RE HARD TO KNOCK OFF
Add Some Differentiated Value
Your new idea doesn’t have to be e = mc2
Or Priceline (consumer names price) Or Fed/Ex (overnight parcel delivery/hub and
spoke system)
Add Some Differentiated Value
Can be BHSC– no minimum lease terms Or Zappos– excellent customer service Or Amazon– ‘would you like to see what other
people who bought this [CD/DVD/Book] also bought?’
Add Some Differentiated Value
Imaginative reuse of Petrol Station Good sandwiches Use outdoor canopy to shelter picnic tables Can do more!
Add Some Differentiated Value
Can do more with big empty parking lot!
Add Some Differentiated Value
Add leisure element! Add programming! Start a volley ball league/ladder!
Add Some Differentiated Value
Lesson No. 4:
ADD DIFFERENTIATED VALUE, AKA ‘PIXIE DUST’
Self-Capitalize
Get capital from clients, suppliers, strategic partners– it’s often FREE!
Clients/customers will give you deposits/retainers
Suppliers will give you time to pay
Self-Capitalize
Be strategic Ask, ‘Who Benefits?’ Then ask for their help Eg, starting Fed/Ex? Who benefits? Aircraft Manufacturers, Airports Get investment from them…
Self-Capitalize
Lesson No. 5:
BOOTSTRAP YOURSELF
So that a VC firm or other investors, partners or creditors don’t end up owning your biz instead of you
Use Smart Marketing
If you can’t reach customers and clients in a cost effective manner, you are DEAD
Guerrilla Marketing is the art of substituting brains from money in the Marketing Wars
Use Smart Marketing
‘If any part of de-orbiting Mir space station hits our target in the Indian Ocean, we’ll buy everyone in the continental USA a free taco,’ TACO BELL
Use Smart Marketing
Free communication with worldwide audience through Twitter, Facebook, YouTube, Email, Skype
What a great time to be an entrepreneur Use Social Media (it’s not Social Marketing) Be authentic
Use Smart Marketing
Lesson No. 6:
USE GM
Remember, if it requires heroic efforts to sell, you are DEAD
Mass Customize Products
For first time in history, can get custom outputs from standard inputs
Reverse out some work to clients, customers and suppliers using the Internet
Can now create scalable enterprises that produce more value than if you simply had a JOB
Mass Customize Products
‘You can have color of car you want as long as it is black,’ Henry Ford
Only 2 choices– custom inputs (artisan) for custom outputs or standard inputs for standard output– Model T Fords
Mass Customize Products
Now can allow, say, homebuyer to semi customize their homes (lighting, flooring, kitchen, plumbing packages etc.) on a website
Reverse out the work to clients And to suppliers who can come on website
and bid for jobs, submit invoices for payment and keep schedules up to date
Mass Customize Products
Lesson No. 7:
MASS CUSTOMIZE
‘THERE IS NO INVENTION MORE IMPORTANT IN THE LAST 40 YEARS THAN THE INTERNET,’ JACK WELCH
Find Launch Clients
Find pre-launch and launch customers Sell, sell, sell Or as Ben Affleck said in the film Boiler
Room: “ABC”—always be closing If you have cashflow, you will probably
survive Ever hear of a company with fast rising
revenues folding?
Find Launch Clients
Minimum number of launch clients is three Why? Cuz you may be able to fool one or possibly
two clients but probably not three Gives you confidence you are on right track Will critique your offering and often improve
it for free
Find Launch Clients
Sens launch clients? 10,000 season tickets sold in ten days and
collected $22 million in cash
Lesson No. 8:
ALWAYS BE CLOSING
Execute Expertly
Ideas are nice but you have to be able to execute
Every Biz needs the entrepreneur (leadership and sales), the manager (organization and check/check/check everything) and the technician (the doer) [Michael E Gerber, The E Myth]
Execute Expertly
You have to be all three in a startup You can’t delegate sales or leadership, EVER
Lesson No. 9:
BE AN EXPERT AND EXECUTE FLAWLESSLY
Set Goals
Democratize them Achieve goals—people are excellent at
achieving goals if they remember to set some!
Successful, fast growing startups track their metrics and hold themselves accountable
Set Goals
Lesson No. 10:
N = ?
Smart Pricing
Mini offices, our price was $650 + $115 ‘facilities charge’
Much less expensive than competition who was charging $765
Hotel lowered prices in last recession/occupancy rates went down not up
How come? Safety concerns
Smart Pricing
Lesson No. 11:
TELL THE TRUTH, THE SMART TRUTH
COCA COLA AND THE SODA POP DISPENSER THAT INCREASED PRICES ON HOT DAYS
Wilderness Tours, Beachburg + DV
Three hour river ride becomes all-day North American success story
How? Programming! Stop and swim the rapids; stop and have lunch Wild ride versus family ride– different channels Kayak School, bungee jump, mountain biking,
rock climbing, hot tub… Whitewater Village, range of accommodation
Saunders Farm– Not just locally grown Halloween frights + DV
Pedal Cart Track Captain Aidan’s Playful Pirat
e Ship Witch Mountain Slide Puppet Shows Mile Maze Wagon Rides Farmer Bill's Barnyard
Treehouse Water Spray Zone
Saunders Farm– Not just locally grown Halloween frights
Giant Jumping Pillows Farm Garden Saunders Hampton Court
Maze The Classical 7 Ring
Labyrinth Maze Children’s Discovery Barn Fairy Gardens Maze Lookout Tower Trike Trail
Startup Plan
Of course, Wilderness Tours, Saunders Farm, Red Pine Camp, Sandy’s Deli… all financing by GOVERNMENT, VCs and BANKS
Right? Wrong! And, they all asked for approval before
they started Right? Wrong!
Startup Plan
If Joe Kowalski or Bill Saunders asks Canada, Ontario, Quebec and local cities/townships/counties for permission there would be no WT or SF
If Joe or Bill wait for gov’t funding, they might still be waiting
Got funding from clients/customers/suppliers and sweat equity
Startup Plan
Last Lesson No. 12:
‘Entrepreneurs would rather ask for forgiveness than beg for permission,’Anon
@ProfBruce@Quantum_Entity
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium
Canderel and others enter the Ottawa marketplace and out compete the locals
Office rents go from $18 in 1982 to $6 in 1987 We were constantly trading up in terms of business size and
complexity Move to a market with fewer competitors and some more
DV– get out of the way of the elephants “What does TO have that we don’t have?”
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
A Zoo, the Princess of Wales Theatre, a NHL Team NHL is getting ready for expansion again Randy, MBA from Clarkson: “Let’s do it.” Cyril Leeder, CA: “How much is it going to cost?” Estimate: $35 million (then going rate for NBA expansion
team)
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Franchise cost: $50,000,000 USD in 1990 Pre-sold 15,000 PRNs for $25 each for a team that
does not yet exist Pre-sold 500 Corporate sponsors for $500 each Pre-sold 32 Original Corporate Sponsors for $15,000
each Pre-sold media rights for radio and TV for $250,000
and $4,000,000, respectively
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Pre-sold 30-year arena management contract for $15 million + a corporate guarantee
Pre-sold pouring rights for $3 million Pre-sold product rights for $1 million Pre-sold 10,000 season tickets 22 months before the
first game for $22 million in cash Pre-leased 100 suites at $100,000 per suite per year or
$10 million per year for 5 years = $50,000,000
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Bought 600 acres for $12k per acre, won a NHL franchise, built a MCF (Major Community Facility– aka, Scotiabank Place) in the middle and sold extra 500 acres for $112k per acre to make $50,000,000
You get the picture… PRE-SELL, PRE-SELL, PRE-SELL… find ‘launch clients’ before you launch
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Howard Darwin: “If anyone should be bidding for a NHL team for Ottawa it should be me. But you have the only site for a MCF, you have 500 corporate sponsors tied up, you have 15,000 reservations for season tickets, you have the relationships with the NHL BOG.”
Me: “That’s right, Howard.”
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Having launch clients (pre-sales) changes everything– it gives everyone involved confidence that you are on the right track, it increases your credibility and is an important source of (cheap) capital
The minimum number of launch clients you need is three: you can convince one fool to buy any product or service, maybe two but probably not three
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Meet with each member of the BOG at least twice Meet with the President of the NHL Go to Palm Beach with 120 followers including the
Ottawa Fire Department Marching Band Slogan: “Bring Back the Senators” Name things like: “The Palladium”– give it the breath of
life (like the Elves did in Middle Earth)
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Prioritize Lobby Know what you are doing (learn from Bill Torrey/Glen
Sather/Sam Pollack) Media proclaims: ‘Milwaukee/Seattle’ Stand your ground– “You will NEVER, EVER get a NHL
Team in… Ottawa.”
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Plaster Palm Beach Airport with Bumper Stickers Make your presentation a conversation Never stop Last thing they see is your happy, smiling face Be someone others can have trust in; trust is the
foundation of a successful life in business and in your personal situation
“Go where hockey is known and loved and we’ll take care of your franchise.”
Beat Milwaukee, Portland, Seattle, Houston, Hamilton and St Petersburg
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium (Cont’d)
Dec. 6, 1990, the NHL awarded franchises to the cities of Ottawa and Tampa
But really they awarded them to Phil Esposito (for Tampa) and Bruce Firestone (for Ottawa)
They trusted us Our theme song– Tom Petty’s DON’T BACK DOWN We get a unanimous vote from the NHL! In entrepreneurship, results count and results come from
a fundamental source: trust— remember this— “People like to buy from people they like and trust.”
How I Beat My CompetitionCase Study– Ottawa Senators and the Palladium LESSONS LEARNED
Set your goals, internalize them, democratize them and publicize them
Outwit, outplay and out execute the competition Know who your real audience is There’s the published hierarchy then there is the one that
really makes things happen– not all owners are created equal– know the business ecosystem