What can be the Boostr slogan, which would reflect the values of the project in a very bright and aphoristic way and attract the attention of the target audience?
Alexey Barkov - it seems that some text or file is lost here?
No, it's true, the proposed slogan for me in the subject line of the message. Especially did not comment on it himself, so as not to distort the first impression
Clearly your optionWhere investors find business they loveseems clearly attractive to investors, but for start-ups it is less obvious.
In my opinion, it's good to mention both sides of the process and instead of getting close to the interrogative "Where" I propose to report more straightforwardly: "Here", that is my option will be: "Here investors and businesses meet success". but here I see a disadvantage - it turns out a bit long. Therefore, my 2nd option - is losing directness, but acquires a brevity: "Here investors and businesses meet".
Colleagues-experts, I invite you to express opinions on the proposed options and offer your options. Quantity without limits! :)
I wanted to draw attention to the wording of the question.
It deals with the values of the project and the target audience.
Therefore, the conversation about values and the audience in discussing this issue seems to me no less (and, perhaps, more) important than the formulation of the slogan itself.
I'll start with the target audience. It's like two parts: start-ups and investors. which part is more importantThis is a very difficult question, but it seems to me that investors. Because if start-ups know that Boostr is in the field of attention of thousands of investors, then they will come there themselves. Well, then "hangouts" start-ups are much more than tusovok investors, it is more difficult for investors to get through.
If I use an analogy with the "Supermarket Supermarket", which is very important, in my opinion, for the supermarket buyers (in our case, investors) are more important than "suppliers of goods" (in our case start-ups).
But, of course, if you can immediately hook on both, this would be the best option.
Let's move on to values. Here the important question is, how romantic or pragmatic they should be. For startups, romance is more important, because people often realize the "dream of life". And for investors - a pragmatist, because people come to make a "profitable purchase", which can then be resold.
Therefore, in my opinion, it is more important for an investor, as a buyer in a store, not to talk about "the future" and not about "love", but about low prices, wide assortment, accessibility (thanks to regional hubs, Boostr becomes a "shop near the house." on which of these things to make emphasis in the slogan, this must be thought carefully.
And what do the phrases "low prices" and "availability" mean in the context of startup supermarkets?
These are very important questions, since they allow us to talk about that Boostr technology that will be winning.
We should not repeat mistakes with UFGroup when we came up with a great slogan, but did not use it to discuss philosophy, ideology and technology of business.
"Low prices" in my understanding can mean the possibility of investing in start-ups at the earliest stages, when they are inexpensive. This can be achieved, for example, by working with future founders of future start-ups. That is, the idea to appeal to the founders at the stage when they are not yet the founders of the start-up, and the housewives or students or hired managers will then have the opportunity to get a large share of such early startups in the supermarket assortment. Another option is additional complementary services for investors, together with the purchase of a share of the startup. Another option is the loyalty program. By the way, the idea with the loyalty program was very popular with the client, he suggested that investors who will have a loyalty card will be able to receive from Boostr additionally free of charge 1% of the selected start-up. This can mean a very big financial gain.
"Accessibility" can be provided by a system of regional "hubs" (with what Olga correctly noted, they should be evenly distributed around the world.) Then using an analogy from retail, each hub could be compared to a "shop near the house."
investing in the early stages involves higher risks than in the later ones. In this context, operating the phrase low prices looks doubtful.
Loyalty program is an interesting idea. Is it being discussed somewhere in another thread?
Regarding the physical accessibility of hubs. And why should an investor ever go somewhere? You can make a deal remotely. And if you need to talk with the founder or the team, it’s far from the fact that they themselves will be somewhere in the area closest to the potential investor hub. So it's not entirely clear.
The loyalty program is discussed under Question 3.
As for low prices. I think it is important to point out that there will be a large range of startups at low prices. Yes, it will be fair to say that most of them will be startups in the initial stage and that investing in them is associated with an increased risk. But let's take a look at our "supermarket" through the eyes of the buyer. A large number of people from the so-called middle class would be glad to “buy themselves some startups”, but this is possible only at low prices. And while expanding the range of “cheap startups”, we are simultaneously expanding the circle of buyers (investors). Another thing is that, perhaps, in the slogan it should not be reflected, since the slogan must be warm up for all investors.
with regard to the availability of hubs, then, in my opinion, this is of paramount importance. Internet commerce did not kill shopsThere are products, before buying which it is important to talk with the seller (notewith the seller, not the manufacturer).
Here the buyer comes, well, for example, in a car dealership - he is met by a sales assistant who helps him choose a car. The same sales assistant will meet the investor in the regional hub and help him choose a startup. What is important, the sales assistant will speak in Russian, Chinese, Spanish, Hindi, etc. - in the language of the investor.
To date, this format "sales of startups" no. An investor has to go to some one place (most often, to Silicon Valley) to meet with startups of some kind of accelerator. Either the Internet remains. The great meaning of the project Boostr is that it creates (or rather plans to create) the format of "convenience store" in startups trading.
Yes, I agree, Mikhail - taking into account the real local business environment, local mentality, but with an understanding of the international global business environment
Yes, simply if you focus on a very wide audience of investors, not all of them speak good English.
Yes, and trust arises only at a personal meeting, but for now Boostr needs a lot of trust.
If I could find out all the subtleties of interest for a particular car directly from the manufacturer, I would prefer this option to communicate with the seller in the cabin, which is usually more profitable to sell you something more expensive. If you could do without human “laying” between me and buying a new car, I would prefer this option, because it allows you to form the most objective idea of the possible purchase options and make a decision based on your needs, and not under someone else’s influence. But, of course, all people are different. I guess someone really wants to trust the seller in the store and follow his recommendations.
The car buyer cannot communicate with the car manufacturer because the manufacturer is almost always far away. Same here. An investor can be in Brazil (and speak Portuguese), a start-up - for example, in India.
Therefore, the network of "supermarket startups" around the world with its sales assistants creates the maximum chance of reaching the largest number of potential investors. But if then the investor wants to talk with the founders, then no one will deny it. But sales begin all the same with the activities of these same sales consultants around the world. And this is happening precisely for the sake of global coverage, for the opportunity to reach tens (and maybe hundreds?) Of thousands of investors.
See the real team, communicate oichno - this is very important. it’s not for nothing that companies arrange a Road Show — for example, to prepare an IPO - the withdrawal of shares on the exchange. And the pitching is also carried out in person - although at first the general information is obtained, analyzed and so on - remotely. The initial full-time tour - in blitz mode - presentation for 2-3 minutes, not more. It's like casting for the main role ... If you managed to generate interest, there may be questions, requests for additional information. If there are no questions, alas, you will have to leave the stage ...
Many business project competitions are held in several rounds - first by correspondence, remotely, but for the final candidates are collected for in-person interviews, and only then from those who successfully passed the interview, the jury chooses .... discussion, voting ... Important deals, for a long-term partnership, especially with large risks and not too complete information - one information is not enough, you need to see a team that you will trust (or not) - well, not the whole team, but at least the main person - but to see it is live.
Here there is a very big snag - in the case of Boostr, the investor will not see the real team
He will see the employees of Boostr, not the founders of the startup.
The startup will be sold in Moscow, London, New York, Hong Kong and so on, and the founder of the startup at this time can sit somewhere in Tambov or Ulan Bator.
I personally am very embarrassed. But on the other hand, it gives the opportunity to introduce startups to investors all over the world - where the founder himself will never reach.
And then I did not accidentally made an analogy with the car dealership: the buyer sees the seller, not the manufacturer.
And here the investor will not initially see the founders (manufacturers) of the startup, but will only see salespeople (Boostr employees).
This also significantly changes the established habits and approaches. As Olga correctly noted, earlier the founders of start-ups went to the road show (and still go).
But this will not happen in Boostr, since there will be no road show. There will be daily work of staff and Boostr in the field. Here's how to organize it so that it turned out better than it turns out now within the framework of the mozhel to which everyone is accustomed - both a big and complex and important task.
For many founders of startups, it can be very difficult to adequately demonstrate the best side of your project — I know many such cases — they praise earnestly — but not what investors value. and that which seems to them the most advantageous - and this does not coincide. The fresh look of the Boostr specialist will help to present the project from the most beneficial side - from the side that will appeal to the investor, and not just to the owner of the startup.
Maybe. But, nevertheless, there are two problems with this approach.
The first is whether the founders of startups trust Boostr, knowing that their own role in attracting an investor will be greatly reduced.
Perhaps, it is necessary for willing founders of startups to provide more opportunities to participate in the sales process. Only how to do this, if sales occur in different parts of the EarthQuestion 4 is devoted to this problem, which we, unfortunately, have not begun to work through.
And the second problem: will investors be embarrassed if instead of "producers" they see "sellers"It is possible that he will not be embarrassed if it is served in a special way. How is it best to submit, to solve this second problem - also need to come up.
I believe that one of the optional stages of the sale may be an interview with the founder or start-up team in an online format. If a potential investor and a startup are in the same place, you can arrange an in-person meeting.
I agree, this is very important - investors want to know as much as possible about the team - and a personal meeting in this sense is most valuable. my previous job of selecting an invest. of the projects shows the importance this largest serious investors attached to this side when they were considering projects - candidates. They paid attention to all the nuances in the informal communication, caught all the non-verbal nuances in the behavior, did not miss a single trifle.
I completely agree and completely disagree with Olga at the same time
I fully agree, because until now, personal interaction with the team was really important for investors.
But at the same time, Boostr is going to build a project that does not very much correspond to what has been “so far”; this is a completely different paradigm. This is a big chance and a big risk for this project.
Such an option is assumed, of course.
It will be profitable and convenient for an investor if Boostr represents startups not randomly randomly - in one of different areas of activity - but in groups, like departments in a supermarket - here are vegetables, and there are pastries, who need what - the buyer goes there. similarly, an investor — with a large number of applicants, it is impossible to overhear and review everything — it’s pretty clear which field of activity he is willing to invest in - and invest not only money, but also his experience to some extent. Boostr will select something like sets - to each investor from the sphere of activity, which he will declare the most interesting for himself.
For startups, it will also be more interesting - we will lead you to an acquaintance not at all with financially well-off people, but with those who are interested in entering this particular field of activity where your startup hopes to succeed. so it will turn out to be a two-way street - it’s more profitable for investors to consider the preferred area of activity, and for tsrtaps it’s better to show not to anyone at all, but to those interested in this particular profile. Figuratively speaking, we will get such a comparison -Who for sweets - he immediately to the confectionery department, and it is not necessary to rush through all the halls - look. Startups - as owners of goods - will also be immediately determined with their own “department” - potatoes. Carrots and pumpkins are not shoved into the confectionery department, where they are unclaimed - even if they are of the highest quality - and immediately receive a place, as it were, in a shop window with suitable "temperature" conditions, a distinct design, boxes for placement ... households are in the department ...... "Quality is checked by experts for the absence of harmful impurities ... the shortest way to the counter ensures the freshness of the product. Weight in a convenient volume, packaging and delivery is guaranteed to the door of the buyer. Compliance with environmental standards is verified ... all inspections and additional services (verification of certification, compliance with the laws of the investor’s country will be carried out just by Boostr and subcontractors. In my opinion, a clear analogy.
This is a very important thought.Indeed, the success of sales of goods in stores depends largely on the calculations. And startups should also be “laid out” in a specific order, breaking them up into groups. That's just whatBy branchesBut not the fact that for all investors the industry is important. In addition, what to do with a startup. which is starting a new industryAnd which group of products (i.e. startupsshould be first
About meetings - a potential investor and a startup - in the online format and in-person meeting - mentioned.Alexey Barkov- in the topic about the slogan, but it is more suitable to place here. Of course, everything depends on the specific situation in the direction of the matchmaking. As MikhailMikhail Treyvishquite rightly mentioned, in many aspects personal meetings seem less relevant in the digital age, but this is only at first glance. I think that the influence of digitalization will be manifested in the fact that personal meetings will take place after a longer period of intensive communication, and only for those who have managed to deserve increased attention. Then, among the startups, there could be something like a sports competition - here and now, someone will be eliminated, and "the winner takes it all"
There is no question that personal meetings are very effective. But the problem is that sales through personal meetings of startups with investors contradict the project’s intention, which aims tobreak theusual rules for attracting investments in startups.
I am also worried about how startups will feel that they will be sold without meeting other people with them. and I'm also worried about how investors will perceive startups. seeing not the founders, but these very alien people - "sales assistants".
But this is the essence of the project. And if we call on Boostr to promote mass meetings of startups and investors, this will be tantamount to that. that we will urge Boostr to close your project. instead, I would suggest concentrating on how to reduce the possible risks of the lack of direct contacts between investors and the founders of startups and remove the possible fears of investors and startups in this regard.
My line is not exactly “mass meetings” —but only those who have gone through the deepest funnel of the most careful selection — a more multi-level selection than the traditional one, with a much broader set of criteria — but will pass quickly through various electronic communications at all stages, except decisive final - successful final
If we are talking about selection, we can mean either selection by the investor or selection by the Boostr. But how to select an investor decides the investor himself.
Should there be a careful selection of startups from the Boostr side?After all, if you carefully select startups, then startups "for sale" will remain small and the range of "supermarket startups" will be reduced. Perhaps, on the contrary, the output should be substantially less strict and rigid than is now practiced in incubators, accelerators and similar institutes.
I suggest starting a discussion with this option:
The future comes true / happens.
Such a slogan reflects the essence of start-ups - to make the world better, create a wonderful future, make sure that tomorrow will be, and it will be better than today.
Who will attract such a slogan: first of all, dreamers, figures, those who look into the distance and are able to see the outlines of the earth beyond the horizon and those who are brave enough to propose their own version of the future.
The slogan is wonderfulBoth short and capacious. I want this for OmniGrade
I'm confused only by the target audience.
For startups it is important that the future (well, or their dreams and intentions) come true. And for investors
They are a more pragmatic people, it is important for them to make a profit out of investments.
And investors seem to be no less important part of the target audience than start-ups. There is a chance to offer something that will be appreciated by a large target audience
Successfully, Tatyana! I'll try to change a little in the direction that Michael suggests.
Future starts today. Tomorrow begins today.
I'm not at all sure that it is worth mentioning the word "future." Does the investor think of a distant future
Perhaps he is thinking about the profit that he will receive by selling his stake in the company in 3 or 5 years. Or not
I would suggest thinking about a slogan that could simultaneously be the slogan of a store or a supermarket. To emphasize that Boostr - a "supermarket start-ups." That it has a great choice - start-ups from different countries, different industries dealing with new developments and traditional products ...
And the investor (buyer) in such a supermarket can make a good purchase and any new product (start-up) there will successfully fit into the range.
Since a successful formulation depends on the language - it is necessary to decide which is the main language for the slogan. Of course, in connection with the international nature of the program it must be English. But in this case, the Russian-language version of the slogan will obviously be less successful - for example, it will lose its rhyming, brevity, accuracy and generally will become less effective. Apparently, for these reasons, we need to consider the English version only.
Yes, of course, this should primarily be English. But, maybe, later it will be successfully translated into other key languages of the project: Chinese, Hindi, Portuguese (for Brazil), etc.
But the issue is not only spectacular, but also reflecting the ideology of the project. It does not depend much on the language.
If we believe that the key project languages are: .... Portuguese (for Brazil) - see http://omnigrade.com/en/visions/boostr/comments?rc=13820#comment_14031 - then in the Boostr presentation:http: / /omnigrade.com/system/materials/srcs/000/000/100/original/boostr_presentation_en.pdf?1530715789(slide 4) it would be logical to see venture capital centers in the capitals or major financial centers of the respective countries. However, there are two cities on the American continent - and both in the US - there is not a single city not only in Brazil, but in general in South America.
Regional venture centers or hubs (there is an opinion that the hub is a better word) are very approximate. Now there is an idea that one of the hubs would be worth placing in Sao Paulo. But in any case, Boostr should be accessible to investors from any city or any village in the world. Regional hubs are just places where you can physically find Boostr employees to talk to them in person. But in all other cases, you can use e-mail, Skype and so on.
I fully support. In some cases, it is simply vital to have a real physical office - (without any luxury) - but really exist, have a physical address. Registration, business cards, etc. Sometimes it is important.
Nothing replaces the luxury of human communication.
Therefore, in my opinion, the main task of regional hubs is to hold events (meetings, presentations, etc.) for investors. They do not have to happen exactly in the city where the hub is located. But logistically it should be convenient to get to a hub from anywhere in the world. For example, you can come to Bangalore from another city of India. You can, probably, from Sri Lanka and other countries.
It is convenient to come to Singapore from Jakarta, Kuala Lumpur, etc. Here the main thing is logistics, again, just like in trade
For me, the most key conclusion so far is thatwe are building a trading company.And this changes the paradigm of the usual investment process, so far no one has seen in the investment process an analogue of the work of a supermarket chain selling cheese and sausage.
That's right, great thought, Michael. Then Petersburg is convenient from the point of view of sea accessibility, and not just aviation. all of northern Europe is grazing here, and not only ... cruise liners ... - and business meetings are also ...;)
Where exactly this or that hub will be located is rather a technical question. More importantly, in aggregate, they cover all interesting markets.
Specifically, if we compare Moscow and St. Petersburg, then Moscow seems to me more successfully connected with the cities of Russia and Kazakhstan (I'm afraid that we can consider only these two countries in relation to this hub).
But at the same time, your remark brought up an interesting idea that Boostr may have representatives in cities that are not covered by hubs. And there may be dozens or even hundreds. If this idea seems interesting, then you can try to submit it to the client, having thought through the functions of such representatives, their interaction with the hubs and the system of their remuneration.
An additional consideration - it is important to at least minimally, but to cover ALL continents - in this regard, Australia must be taken into account. Considerations about the representatives is very important. Maybe this will even be a separate point of discussion. Will representatives have offices, how to avoid competition between them, etc.
All this recalls the example mentioned by Michael about the supermarket (several major hubs) - and then the franchise around the world!
I think that Australia can cover Singapore. So often in transnational companies. But this is a very private matter, it is more important to develop general principles.
As for representatives, they will appear if and when we develop the Rules for their selection, selection, activity and remuneration. This is our business.
Only at once I can say that I doubt about the offices. While in the project budget there are expenses for offices in 12 cities of the world - where there will be hubs. And representatives can be in five hundred or seven hundred cities - where there will be those who wish (which, of course, must meet some criteria).
Yes, for Buster, this is, perhaps, too broad. Let's take it for OmniGrade. Or books of the future
I agree that this slogan is the best for the book of the future.