Category Archives: Start-Ups

Why Customer Acquisition Is Trumps

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Companies traditionally put a huge amount of resources into carving out and dominating niches within a particular product category. Airline loyalty programmes are one example of the lengths marketers will go to in order to retain customers. But in more dynamic markets such as web-based services, the old rules no longer apply. Customer acquisition trumps retention every time. Do the math.

For argument’s sake, let’s say that there are a total of 100 customers in your target category and that 20% change their loyalty each year. So, ignoring any organic growth, there is a total pool of 20 customers up for grabs in any given year. A start-up entering the field does well and secures 5 of these floating customers in the first year. But they will lose one of these customers at the end of the first year on average. In the second year there are still 20 customers looking to change provider. If the start-up succeeds with customer acquisition at the same rate it will still more than double it’s user base.

Being a small brand in a market with high defection rates is risky. Growing customer numbers as quickly as possible is insurance against future defections. A larger brand can weather the storm. For many product categories in fact, 20% loyalty churn would be extraordinarily high. So a new entrant has its work cut out for it on both fronts because in some industries the number of shifters is fewer.

I’ve over-simplified the figures, but you see my point. Acquiring customers from the pool of dissatisfied users is the primary goal of a start-up. In the case of web-based services, create a better user experience and you immediately tap into that pool. Customer retention will also take care of itself. Because the domain registrar industry is in dire need of innovation and there is a large number of disaffected users, this is the approach we have taken at iWantMyName.

The Hills Are Alive

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The hills of Wellington may not be alive with the sound of music as such, but they are home to some of New Zealand’s coolest emerging technology sector companies.

Providing a network forum for entrepreneurs to connect with investors, future employees and other innovators is part of what we do at Unlimited Potential. This week IN-Business magazine published its fantabulous SmartNZ technology supplement and were kind enough to include an article penned by yours truly. In the article I talk about the resurgence of tech entrepreneurship and how we can enjoy New Zealand’s lifestyle whilst scaling our businesses globally.

The publication leans heavily on the people and events happening in the technology scene around the Greater Wellington region and is a beacon of light for those of us working within smaller tech companies. Being an entrepreneur has its ups and downs and we all need a little dose of inspiration at times. Tim Collins and the team at IN-Business have done an outstanding job with SmartNZ and I would highly recommend grabbing a hard copy or checking out the digital version of the magazine.

The article I wrote for SmartNZ also mentions Startup Digest, a weekly listing of startup, innovation and technology events. If you would like to subscribe to the New Zealand digest or find out how to get your tech event or product launch listed, you can find this week’s edition here.

Mid Winter Mentors Offer X Factor

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At this time of year when it’s cold, grey and wet, it becomes all too easy to simply enter hibernation mode. But businesses don’t stop running just because the weather sucks and certainly nobody can afford to stop creating and implementing new ideas. Every so often we need to escape our local environs, go away and stimulate our brain cells by becoming totally absorbed in something completely different. That’s why I’m looking forward to my trip to X|Media|Lab Sydney later this week.

X|Media|Lab is a highly effective and affordable globally focussed event for businesses involved in the digital media innovation space. The event comprises a conference day plus a weekend workshop for selected project teams. There are also social events at which the organisers can facilitate introductions to potential partners, investors and international mentors. X|Media|Lab visited New Zealand in 2008 and 2009 and we’d love to see them back again. The events are organised at venues around the world, several times a year and attract a who’s who of speakers from the worlds of digital media, animation, games and mobile.

With ideegeo being essentially a business software developer, I wasn’t sure we would ever get the chance to attend the international mentoring workshops – but much to my delight, the opportunity has arisen. No, we haven’t started creating digital animated games or building social network sites, but we have begun conceptualising a product that will help such sites to monetise. So it was with much excitement that we found our project had been selected as one of a handful for mentoring from over 80 entries.

We’ve already been talking to some very smart people about the idea but there is more work to be done. Whether or not we can take the next step will largely hinge on securing some high level partnerships at a very early stage. Such relationships are difficult to secure without travelling outside of New Zealand. X|Media|Lab brings a bunch of influential movers and shakers to our front doorstep. It’s an opportunity we are relishing.

Search Build Grow

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I recently spent an enjoyable Saturday with the Wellington Lean Startups group watching live webcasts from the Startup Lessons Learned conference in San Francisco. Perhaps the most important lesson of the day emerged from Steve Blank’s presentation about the role of a startup founder. The underlying iteration for a startup venture can be defined by the following three words, search-build-grow. It’s a message that we do not yet fully embrace in New Zealand, which is a nation of small businesses that (mostly) do not scale up at all.

Prof. Blank teaches at the Berkeley business school and introduced a novel subject called “customer development” to the curriculum there. I say “novel” because in the excesses of the late ’90s, more than a few startups (and investors) overlooked the fundamentals of business for a while. It took a bursting bubble and a massive destruction of capital to remind tech company founders that the foundations of a real business never change. At the outset, the entrepreneur’s role involves searching for a viable business model. Later the task becomes building a set of organisational processes that can allow the business to grow. Finally, the business has to scale upwards.

Possibly the reason we predominantly remain a nation of small businesses is that we are great at being founders and innovators, but less confident at implementing formalised professional management that can deliver scale. Part of that is about the desire to retain control; but there is also the question of ambition. New Zealand needs more medium to large sized businesses, especially ones that export value added goods and services. We need to get over our lack of self confidence and think global.

When I left the secure bosom of full-time paid employment last year I stated that my goal was to build a knowledge based business with a $100 million valuation. No doubt there were a few quiet chuckles in private about that statement. But if we don’t set ourselves big goals how can we measure ourselves and drive forwards? At ideegeo having reached the “build” phase of our first venture, we have already begun the “search” phase for our next one. It has been challenging at times, but I’m confident we remain on track. Serial searching and building is a valid business model in itself, provided you can assemble the right skills and access sufficient resources.

Thanks to Dave Moskovitz uber-mentor and facilitator from Webfund for organising the Wellington Lean Startups group and CreativeHQ for feeding us and taking an interest in what’s happening at street level in the local tech startup scene.

Dazzle Shines at Telco Industry Gig

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Dazzle Tickets co-founders Christopher Smith and Nicolas Schembri have had a big couple of weeks. Not only did they steal the show at the Creative HQ showcase party recently but they also scooped the launchpad prize at Planet 2010 a telecommunications and technology industry event. I’m predicting big things from Dazzle in the future.

Dazzle provide online ticketing services to the entertainment industry. The company are part of a new wave of companies emerging from Wellington’s Creative HQ incubator and which mark a new found appetite for technology plays as the business incubator carves out a different strategic direction. The incubator assists a wide range of business types, but there has been a few lean years without much focus on high tech. This was in part due to the fact that the regional economic development plan largely ignores the contribution of ICT as an enabler. But with Wellington being the home of well known companies such as TradeMe and Xero, it was becoming embarrassing that technology was not a major focus.

Unlimited Potential has been working hard to rectify that situation. Through promoting technology entrepreneurship as a winner and by working closely with other stakeholders such as Victoria University, we have been able to focus attention on ICT as a key aspect in regional economic development. So it is tremendously gratifying to see some smart companies emerging from what is now a rapidly strengthening ecosystem. To their credit, economic development agency Grow Wellington have seized the moment and have big plans for cultivating even more Bright Ideas.

Ideas alone are not enough however. In fact what I like most of all about Dazzle Tickets is that they present well and look like a great team. The fact that they already executed on their idea and went out and made some sales of their service says a lot about the potential as well. The real key to success will be identifying a model that can allow them to scale up globally. That next step will be an exciting one, but will require fresh capital and some well connected advice. That’s where an entrepreneurial ecosystem for bright technology kicks in.

More CRI Babies Needed

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The government’s recent report examining funding and strategic governance of New Zealand’s Crown Research Institutes (CRI) echoes what has been known for years by most participants in the nation’s technology innovation system. The existing funding model is broken and there are too many stakeholders, resulting in inefficiencies. But restructuring the bureaucracy alone will not be sufficient to ensure better returns from State investment in science.

The CRIs are tasked with a variety of social and economic objectives that range from enhancing and protecting the value of our primary sector through to identifying and managing environmental risks. A profit based model and traditional business metrics clearly does not work. The convoluted bidding process for funding of limited duration also does not ensure good science gets done; in some cases it actually impedes the process.

 There is certainly no shortage of excellent scientific research being done within these institutions right now and there remains potential to spin off more baby companies in the future. Here’s a few examples.

  • There are two existing spin-offs involved in high temperature semi-conductors and cable technology, an area that has huge economic returns and is largely untapped.
  • Last year’s New Zealand young scientist of the year (and W2W event  speaker) John Watt is working with CRI staff to look at the commercial applications of nano-particles in reducing motor vehicle emissions.
  • Government owned companies are sitting on huge amounts of seismic data that has the potential to attract oil and mineral prospecting, with comcomitant economic benefits.

But the CRIs encountered problems in the past through attempting to self fund the commercialisation of new science. Attracting smart money and building linkages offshore  must surely be the key to growing our knowledge based companies faster. The CRIs will have to find a new business model that reaches out globally, whilst balancing the need to retain some control of intellectual property and return value to NZ. They also need to make this process happen a lot quicker than in the past.

You can follow us on Twitter @GeniusNet

Kiwi iWantMyName Continues Product Evolution

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ideegeo’s successful launch of iWantMyName as a global domain registrar site and the opening of sites for Germany and the Netherlands last year were exciting milestones in the evolution of iWantMyName into a highly scalable industry-wide platform solution and in the development of our company.

Although our focus was global from day one, we felt it was now time to turn our attention to home. We had many requests from our friends to establish in the New Zealand market, because of our unique service offering, friendly user interface and great customer support. Finally we just had to say yes and so we now have a dedicated Kiwi site offering fixed prices in New Zealand dollars.

The Kiwi iWantMyName has by far New Zealand’s widest range of domain extensions, many of which are unavailable from other local domain registrars. Examples of exclusive domains include the recently launched .TEL and .ME suffixes plus interesting country code top-level domains from all over the world such as .LI (Liechtenstein), .IO (British Indian Ocean Territory) and .FM (Federal States of Micronesia).

Customers from the existing site can use the same login details to access their accounts across the iWantMyName platform suite. We also offer the same free services on our Kiwi version so that you can hook up your own domain to customise a wide range of great web applications such as GMail, Blogger and Zoho. In the very near future we also plan to add some cool new Kiwi-made services that we really want to support.

We think it is appropriate that the launch of a new product should be celebrated with some special offers. So until the end of February we are offering new .COM, .NET, .ORG and .NAME domains for only $19.90 NZD plus .INFO for $9.90 NZD. We are also able to offer a FREE one year extension if you transfer your existing domains across to iWantMyName NZ. Transfers can be handled from your personal dashboard once you join up. Please note that all domain prices quoted on the Kiwi site are GST exclusive and that we provide full GST invoicing to all our valued customers.

Plug ‘n Play in the USA

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The state government of Victoria in Australia has recently taken up space at Californian tech incubator the Plug and Play Tech Center. The Australian contingent brings the number of nations represented to a dozen or so. New Zealand is not amongst them.

Plug and Play operate a private full service technology incubator at a handful of physical locations on the West Coast. The incubator is deeply embedded in the Silicon Valley entrepreneur ecosystem with linkages to local universities, major corporations, angel investor groups and leading venture capital firms. In less than four years, companies involved with Plug and Play have raised an astounding total of $450 million in capital.

For technology firms that are serious about scaling up, engaging meaningfully in the North American market is a necessity and there is simply no better way to do this than being in the company of peers and mentors. To help firms connect offshore, New Zealand Trade & Enterprise runs an excellent global programme called Beachheads. The North American advisory board is headed by the very able and well connected Bridget Liddell and is a virtual offering rather than a physical incubator. But selection criteria are tight and they won’t look at any company doing less than $5 million revenue per annum.

So where does this leave early stage firms? Going it alone is simply not an option. The U.S. is a huge and complex market with many distinct sub-regions. Without proper advice, attacking the West Coast alone could burn up many years and a wad of capital. But testing the water with the assistance of a locally networked incubator is an affordable commonsense approach for smaller firms. Unfortunately, unlike our friends in Victoria, I don’t expect to see our government making this option available anytime soon. So it will be up to individuals to take the initiative.

Technology firms with global growth ambitions must be looking to engage within Asia-Pacific over the next few years.  Apart from the sheer size of this consumer audience, at least half of global capital market activity springs from the region. New Zealand also occupies a privileged position with its free trade status with China and likely eventual agreement with the U.S. We must find effective ways to plug New Zealand technology firms (of all sizes) into this space now.

Bookhabit Acquisition Strengthens Web Venture Value Proposition

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The reported acquisition of Wellington based Bookhabit by Los Gatos company Smashwords is an encouraging development. It demonstrates that we can incubate attractive, high value web-based ventures and get noticed globally.

About 18 months ago I was involved in some consulting at Bookhabit, working on building their user community. It was a great experience and a good lead in to my next project, which was of course, starting up ideegeo and then launching our domain registrar software platform iWantMyName. Perhaps the most useful lesson from that experience was observing just how much hard work is needed to to gain traction with a start-up business.

On that basis I’m tremendously pleased for Clare Tanner and her partners at Webfund, who I know put in a lot of hours to build their business. I’m also pleased to hear from Webfund that the company remains strongly committed to supporting the Wellington technology scene and that they are keen to work with Clare and others on future projects as they look to reinvest.

But, last week I was reading the painful story of a New Zealand biotech start-up that flushed tens of millions of dollars down the drain through mismanagement and bad luck. Why aren’t we playing to our strengths? The set-up cost for a web technology venture is a fraction of that for biotech and the innovation wavelength on the Web is a lot shorter. We can spread the risk by funding 50 Bookhabits for every single biotech punt. That is why ICT specifically needs to be back on the national economic development agenda.

W2W Tech Showcase Gains Traction

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Unlimited PotentialUnlimited Potential’s W2W is the only event that brings together New Zealand’s technology innovators, entrepreneurs and investors under one roof for a half day of demos, presentations and networking. W2W attracted a stellar speaker line-up this year as well as increased interest from the investor community.

W2W is all about strengthening the entrepreneurial ecosystem for emerging tech firms by facilitating conversations between ICT researchers, business entrepreneurs and technology investors. The event focuses on specially chosen emerging ventures that have the potential to scale globally.

Entrepreneur presenters included Dan Lee, who discussed Beetil an I.T. management and compliance SaaS product and Jody Bullen from Yonix who provide software for business analysts. Both Lee and Bullen are recently arrived skilled migrants, underlining the importance of migrants to the regional economy. John Mitchell showed off Learning Source, a great tool that helps manage and administer training programmes, and Ben Nolan demonstrated the impressive capabilities of digital rendering software Indigorenderer.

Keynote speaker for the event was local hero Richard MacManus, founder of ReadWriteWeb, and one of the world’s most influential tech bloggers. Richard spoke about how he operates a virtual business. Other speakers included entrepreneur and author Ben Young and John Watt nanotechnology researcher and New Zealand Young Scientist of the Year.

Support for W2W’09 by Wellington City Council, Grow Wellington, UK Trade & Investment, Summer of Code, CafeNet, VicLink and iWantMyName was greatly appreciated. If you would like to support W2W 2010, please contact Unlimited Potential co-chair and W2W event project manager Paul Spence:  paul [at} up [dot) org (dot} nz