BCIL (Department of Science & Technology) Entrepreneurship & Startup Mentoring by Dr Ritesh Malik

Conceiving out of the box ideas
Creating Value
Constructing growth
Communicating your IDEA
Connecting with the masses
Innovation
Disruption

1. Brand Management & Startup Financing for bio entrepreneurs Dr Ritesh Malik

2. We are all in the business of selling

3. What is A brand ?

4. What people think of you? when they think of you? Brand of a company = Reputation of a person TRUST Product is made in factories! Brand is made in minds of people! (: A brand is nothing but a PROMISE Brand? Charge

5. It all starts with a great PRODUCT FORM FOLLOWS FUNCTION

6. PRODUCT Be the yardstick of quality

7. A brand is the overall feel of the product EXPERIENCE

8. mark of quality

9. Value

10. DO you know about these? Some people instead of paste say colgate

11. Customer feedback ownership loyalty STARBUCKS STORY

12. 6 point mission statement Flat organisation Each employee is a partner (medical | vision | dental | stock options | tuition reimbursements | vacation). Goal: Happy Employees | Loyal Customers Highly detailed & instructive training programs.

13. APPLE ? Google it Foxconn

14. . Minimalism: Less is more. Design is the most immediate,most explicit way of what products become in peoples minds.

15. Culture Building Its not about a department. Its about the complete team. Culture & foundations of a company. We have certain influences from people around us. This is called a culture Culture is a way of life of a group of people - their behaviours, beliefs, values & symbols that they accept generally without thinking about them, and that are passed along by communication & imitation. - Edward T. Hall

16. The Golden Circle of Brand Formation

17. C OMMUNICATION Vs C ONNECTION

18. What is marketing? Marketing Branding Sales Short Term Long Term

19. Why to create a brand? of people are more likely to buy an expensive product from a brand they trust. 68 %

20. Story of Intel

21. 3.8 Billion $

22. Essence : piece of paper Branding has made it valuable Owner of the brand: Federal Reserve Testimonial from the first President G. Washington: This note is a legal tender for debts public & private. Emotionalization of the brand: In god we trust It is a world brand: It confers uniform value globally.

23. From whom would you buy. Buying is a process of emotionalising your fallacies. Deep in your mind you know what you want!

24. Logos of My Products Impact on the mind

25. Components of branding? DEFINE MESSAGE CONSISTENCY REMIND THINK BIG BE BIG Clarity USP Differentiator CVO

26. Cycle of branding Product Design Visibility Need/Value

27. Going the Guerrilla Way July 29, 2014: within 5 seconds Xiaomi Mi3 on August 5, 2014: 2 seconds. MEDIA (PR)

28. Catchy Phrase Even a small company should have a very effective brand strategy (envelopes etc.) Social Media Presence (Managing conflict, 2 way communication) Future of Facebook Posts Website Aggregator Review PR Hustling

29. AAP - Branding genius Social Media Connect Logo Persistence PR | Media

30. Medanta

31. Digital Media

32. Pareto’s Principle 20% of your brand loyalists create 80% of sales. Repeat customers make all the difference. General | Content Marketing

33. Behance | Crowd studio | 99 Designs The era of ‘freelancing’

34. Crowdfunding Its an all across victory! money | PR | VC

35. Power of Social Media How Deep Kalra did it? MakeMyTrip (: You cannot play with the customer!

36. How to get funded Lightening Fast? Honesty Connections Word of mouth Not being a KNOW IT ALL Research Evangelists Product! Product! Product!

37. Understanding Rounds Company Registeration.

38. What to do before raising funds? Get Lean Clear Corporate Structure Go to events Be a storyteller Personal Branding Books Accounting Employee contracts Technology Vendor & Partner Agreements Customer Acquisition MODEL, Revenue Stream

39. Why do you need to raise capital? Experiment on your own money, raise when you’re absolutely sure of what’ll work. Do not experiment on investors money. Paying Yourself is Not a Reason to Raise Early Stage Funding

40. How much do you need ? Why raising small funds might be of no use? How to avoid the post funding trough? Clarity is CRITICAL. Valuation is not a science. Its an art.

41. Which investor? private or institutional? Investors can be a PITA !

42. What to do After raising funds? How to use capital? Vision Focus Judicious allocation of funds

43. HOW DID THESE GIANTS FAIL AFTER FUNDING? https://www.cbinsights.com/blog/biggest-startup-failures/

44. What happened after raising a BILLION $’s

45. Investors Perspective ‘TIM’ Traction is KING Design is QUEEN Cashflow is ALMIGHTY

46. In what type of entrepreneurs do people invest?

47. CHOICE

48. IdeaS are the currency of The future Conceiving out of the box ideas Creating Value Constructing growth Communicating your IDEA Connecting with the masses Innovation Disruption

49. Dr Ritesh Malik