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Posts Tagged ‘startup’

A lot of hints to share in this post… I’m angry because yesterday I already had 3 paragraphs written when suddenly the WordPress for Blackberry shut down… Grrr! I will get an iPhone!

Well, after the first – already mentioned – day with visits to Google, Electronic Arts and Symantec, in the next day we had a busy day meeting other members of the Silicon Valley ecosystem. We visited Plug and Play Tech Center, an inspiring incubator-like type of place, designed to support tech ventures in their early stages, check it out.

Visiting Plug and Play Tech Center

Visiting Plug and Play Tech Center

They call themselves “Startup Accelerators” or a kind of a “Silicon Valley One Stop Shop”, providing pre-seeding support and eventual partnerships with local Venture Capitalists. In 2010 alone, more than 150 million dollars were raised for some of the 170+ start-ups sharing the space. More than 3,000 business plans apply for a spot in the place in a single year.

Although I liked a lot the whole thing, in my humble opinion – as member of the e-learning “industry”, I think they are still too brick and mortar, promoting countless face-to-face events but very few online activities (it sounds quite contradictory, don’t you think?). In the picture you can see some of the most famous companies that started at Plug and Play: Logitech, PayPal and Google.

Entrance Plug and Play Tech Center

Entrance Plug and Play Tech Center

However, the most useful exercise was to listen to some of the founders of ventures currently hosted at Plug and Play: PasswordBank, Userzoom and iCharts. Their insights were really interesting as they explained all the process they had to go through to get to the level they are now, in a positive path.

Summarizing, their hints were:

- Just move to California if you have customers, competitors, investors and would like living in the US;
- Venture Capitalists are increasingly emerging in your home country, take advantage of them and your local network;
- Hire people with experience in small companies, not in big ones;
- In the US hire Americans;
- Don’t show up only with an idea. Ideas worth nothing. Bring a product;
- Clients in the US like to ask for a POC Prove of Concept (click here).
- Start by selling your product first (or gathering users); if you have growing sales/users, that means something;
- Try to hire software engineers in your own country, in the US they are expensive and you will compete with large corporations for talent;
- Try to start B2B before B2C (even if your business is B2C);

Well, I have more notes to share soon. Just would like to show something before. I had the chance to visit the Intel Museum and found this little chip in there, one of the first (material) things that I fell in love (!) in my life: a 386. I know it sounds really geek but I was really dreaming about this little thing when I was 15 years old.

Intel 386

Intel 386

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I keep asking myself how important names really are to the success of products and projects. Would Nike be as successful as it is if it was called pride, salt, Shiva or any other combination of letters with singular meanings? Would U2 be as successful as it is if it was named hurricane, table or you too? We will never know. However, brand creators and brand managers certainly believe that the combination of name, sonority, design, meaning and other characteristics of a name are more probable to adhere to a product or project than others, therefore, increasing or diminishing it probability of success. I think so too. Actually, I think this is a key issue and managers undervalue its importance quite often.

Right now, for example, I am thinking on 2 names for 2 different projects I am involved in. One is for a blog under development about entrepreneurship, to be published within the webpage of the main Brazilian newspaper O Estado de São Paulo. I offered myself to run this initiative, so now I am searching for partners around the country to contribute to the blog with me and I have to come up with a name that suits my daring plan: to found the most popular blog about entrepreneurship in the country, aiming to demystify the subject within the Portuguese speaking community that have access to the newspaper’s portal, simply one of the top 10 Brazilian portals since long ago (you can feel how proud I am to have the opportunity to contribute to that). Suggestions are more than welcome, by the way.

The other project is a personal project within the online media industry I am involved since 1999 (!) and we still do not have a name for it. In fact, we have worked with 2 or 3 names in the past, but not with the global perspective we now intend to add to the project in order to start presenting the venture to investors worldwide. In each one of these moments I have spent countless hours thinking on names and listing them, working with the combination of key words, dictionaries, ancient languages like Latin and Sanskrit, etc. I have also consulted experts, competitors and brand manuals but at the end there is no way out, they all get back to you with a lot of questions: What do you want to communicate with that product? What kind of people would use that? Damn! This is so hard! Why can’t a person just create a name and bill you for that?

The readers of this blog know that I acquired a small restaurant in São Paulo some years ago. During that occasion I had my first serious exercise to name something. We (me, my partner, customers and employees) spent more than a year to find a name! Can you believe? We gathered more than 100 possible names for the place since the previous name, Garden’s, we felt a little outdated. We also wanted to communicate the new “spirit” of the place so we needed that new name. I finally found the name after reading a French dictionary from A to Z, collecting words that could communicate our new approach and had no previous owners (yes, you still have to be able to register the name you come up with). I finally picked a word that everybody around me found cool: Aioli Bistro (in French, it spells Aïoli Bistro). Only then I hired a professional designer from Rio de Janeiro (very good one by the way, Gustavo Cadar) and asked him to come up with a logo, a trademark and colors that would complement our brand name. Here is the result:

Our first brand, we never forget!

Well, I keep looking for the other names I mentioned earlier. I will let you know if I find something (I am now organizing some brainstorms with friends to enrich my list of ideas). I already have an idea for the Blog’s name, It is still my main candidate among other 30 possibilities, I hope you like: Startup!

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