23.10.2013 -
Can entrepreneurship be taught? This is the (rather provocative)
question that Bill Aulet, managing director of the Martin Trust
Center for MIT Entrepreneurship, attempts to answer in his book
"Disciplined entrepreneurship. 24 Steps to a successful start-up".
Aulet, who today was invited to AREA Science Park, to attend a
meeting with researchers and businessmen, starts with the idea that
the great entrepreneurs - Steve Jobs, Bill Gates or Richard Branson
to name a few - weren't necessarily blessed with particular gifts,
but they certainly had successful products. According to the
American expert, excellent, innovative products are the key to
success.
Aulet explains the practical approach that all entrepreneurs
should apply to their businesses, to achieve success. An innovative
technology, a good idea and enthusiasm are the starting points,
followed by 24 steps, which can be grouped under six basic
questions: 1) who is your customer, 2) what can you do for him, 3)
how can you buy the product, 4) how can you make money from the
product, 5) how are you going to design and produce it, and 6) how
can you measure your business. In practice, you start by
identifying the target, before putting the potential customers in
relation to your product, for example by considering the added
value for the customer, where and how he can buy it, and so on.
Aulet has often stressed how important it is to focus on both
objectives and energies, because time and resources are usually
limited.
"There are certain errors to avoid on the path towards a
start-up" says Aulet. The first mistake is to think that a good
idea is enough on its own. In reality, to be successful, it is
essential to start thinking immediately of how the market that
idea, and of how to build a close-knit team around it. Another
mistake to avoid is wasting energy: we all have a shortage of time
and cash, and for this reason, your efforts should be focused on
the core activities without doing too many things together. This
makes the difference, if you want to make it big. You have to give
yourself a clear-cut strategy, and immediately realise who will be
your customers, and who won't. It's also a good idea to think in
terms of an international, global market, because if you only think
of the local market, you will be more affected by fluctuations. If
you produce something you can sell all over the world, you have
more opportunities. Innovation is very important in this respect.
It is a more difficult route, but ultimately it is what gives the
company more solidity".
Part of the meeting was dedicated to two start-ups, ModeFinance
and Forever, both born and raised at AREA. Aulet analysed their
strengths and weaknesses. ModeFinance is a company specialising in
analysis ratings, economic and financial evaluations, and credit
risk assessments of joint-stock companies. Born in 2009 from an
idea of its two founding members Mattia Ciprian and Valentino
Pediroda, the company is based at Trieste's AREA Science Park,
where it was incubated in the Innovation Factory. Officially,
ModeFinance is also a spin-off of the University of Trieste, and in
legal terms is considered an innovative start-up. Thanks to its
proprietary credit risk analysis method, ModeFinance provides a
range of products and services to meet the new credit risk
management demands of market players from different countries and
different sectors: industry, insurance, banking and finance, and
also public and government organisations. ModeFinance provides
assessments of more than 70 million companies in 200 countries
worldwide, and each year processes more than 100 million balance
sheets.
The other start-up examined was FOREVER, a development group
from Innovation Factory. It was formed with the idea of
guaranteeing digital immortality for each human being, and
preserving it intact, complete with memories, personality and
thoughts. What we are: our physical appearance, our peculiar
expressions, the traits that distinguish us as human beings who are
different from everyone else. Since the dawn of mankind, from the
time of cave paintings and even before that, human beings have felt
the irrepressible need to pass on to future generations a trace of
their passage through this world. FOREVER now makes it possible for
each individual's complete identity to be preserved for all
eternity, in digital format. Not just static representations such
as text, photographs and films, but a real digital identity in
hologram form, representing each of us in an indivisible union of
body and soul, which can transcend our own beings and interact with
future generations.