2

Going abroad, yes or no?

will

skills

qualification

experiences

3

Requirements

family

finances

training requirements

legal requirements

(notifiable transactions, trades)

general requirements

4

Founding or buying a company

benefits of corporate takeover

disadvantages

procedure

5

Individuality or partnership

help yourself

or

togehter is better

?

6

German Market Conditions

Sectors: Germany excels in the production

of automobiles, machinery, electrical equipment and chemicals.

SMEs: It is estimated that about 1500 German companies occupy

a top three position in their respective market segment

worldwide. In about two thirds of all industry sectors German

companies belong to the top three competitors (wikipedia)

7

Growth areas in the German Market /Hesse (1)

ICT sector in Hesse: the strongest technology sector

9,466 ICT enterprises generated a turnover of 17.8 BEUR

in 2009.

76,300 employees, e. g. compared to the machinery

(42,400 employees), chemistry (58,000 employees) or

automotive sector (47,600 employees).

8

Growth areas in the German Market /Hesse (2)

Hessen is one of the top locations in Europe for:

business software, network software and games

development

telecommunication, international backbones and co-

location

high-performance computing

application areas like banking, logistics and automotive

industries

ICT consulting

9

Growth areas in the German Market /Hesse (3)

ICT industry in Hesse

Source: Hessen-it 2011

10

Policy decisions

subject of company

location

legal form

mission, vision, goals

form of financing

11

Incubation activities

business plan

resource planning

investments

financing

12

Pre-opening arrangements

register

product development

set of performance

set and train employee

advertising

13

Management aspects

set goals

plan activities

organise

control / check

14

and

start!

Scientific Orientation vs. Sales Orientation

Goal

Income for prototype

development

Instrument

Project Acquisitio

n

Basis

Technology

Selling scientific achievements(Short-term income orientation)

15

Technical Orientation vs. Sales Orientation

Goal

Income for product

sales

Instrument

CustomerAcquisitio

n

Basis

Prototype

Selling product achievements(Mid-term profit orientation)

16

Ten Common Pitfalls in Developing Growth Stategies

Under-investment in the CoreBusiness

Pursuit of ValueDestroyingDiversification

Failure to Respondto IndustryTurbulence

ImplementationFailure

1. Poor Business Definition

2. Failure to Drive towards Leadership

3. Failure to Drive towards Potential

4. Adjacency Expansion at the Expense of the Core

5. Movement into Unrelated Businesses

6. Movement into Follower Positions

7. Failure to Achieve Scale

8. Failure to Respond to new Entrants

9. Failure to Redefine the Business

10. Failure to Address Organisational Inhibitors to Growth

Purpose of the Business Plan

• The Business Plan and the Financial Model set the framework for

– Founding, financing, growing, and capitalising a technology spin-off and is

therefore a key requirement

– The founder‘s team as well as for their external stakeolders, e.g. investors,

partners

• It is also a living documentation of all relevant aspects of the company

and ist evaluation and value-generation.

The Business Plan is about Corporate Strategy

….. and about money!!!

18October 2011

Technology Marketing

• … is a key part of the busines plan and the financial plan

• … has to be understood as Sales and Marketing which is the main „cash-

in“ source

Technology Marketing is about Corporate Strategy

• ….. and about money!!!

19

Thank you for your attention!

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