seeking differentiation
DESCRIPTION
This presentation was given to a class of International Management students at the HES-SO of Sierre, Switzerland.TRANSCRIPT
HES-SO Valais/Wallis
Institut Entrepreneurship Management
Sierre, Switzerland
Download presentation on Slideshare.net
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
Blog – therightsocialmedia.novertur.com
/Novertur/luca_salzano