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
BIOENTREPRENEURS
Dr Ritesh Malik

3. We are all in the business of
selling

4. WHAT IS A BRAND?

5. 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

6. STARTS WITH A GREAT PROD
FORM FOLLOWS
FUNCTION

7. PRODUCTBe the yardstick of quality

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

12. MARK OF QUALITY

13. Value

14. DO YOU KNOW ABOUT THESE?
SOME PEOPLE INSTEAD OF PASTE SAY

16. Customer
• feedback
• ownership
• loyalty
STARBUCKS STORY

17. • 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.

18. APPLE? GOOGLE IT
Foxconn

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

20. 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,
they accept generally without thinking about them, and that are passed along by comm
- Edward T. Hall

24. The Golden Circle of Brand Formation

25. COMMUNICATION
Vs
CONNECTION

26. WHAT IS MARKETING?
Marketing
Brandin
g
Sales
Short TermLong Term

27. WHY TO CREATE A
BRAND?
of people are more likely to buy an expensive
product from a brand they trust.
68%

28. STORY OF INTEL

29. 3.8 Billion

30. • 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

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

32. LOGOS OF MY
PRODUCTSImpact on the mind

33. COMPONENTS OF
BRANDING?
DEFIN
E
MESSAG
E
CONSISTENC
Y
REMIN
D
THINK
BIG BE
BIG
Clarity
USP
Differentiator
CVO

34. CYCLE OF BRANDING
Product
Design
Visibility
Need/Valu
e

35. GOING THE GUERRILLA
WAY
July 29, 2014: within 5 seconds
Xiaomi Mi3 on August 5, 2014: 2 seconds.
MEDIA
(PR)

36. • 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

37. AAP - BRANDING
GENIUS
Social
Media
Connec
t
Logo
Persisten
ce
PR |
Media

38. MEDANTA

39. DIGITAL MEDIA

40. PARETO’S PRINCIPLE
20% of your brand loyalists create 80% of sales. Repeat customers make all the
difference.
General | Content Marketing

42. BEHANCE | CROWD STUDIO | 99
DESIGNS
The era of ‘freelancing’

43. CROWDFUNDING
Its an all across victory!
money | PR | VC

46. POWER OF SOCIAL MEDIA
How Deep Kalra did it?
MakeMyTrip (:
You cannot play
with the customer!

47. HOW TO GET FUNDED
LIGHTENING FAST?
Honesty
Connections
Word of mouth
Not being a KNOW IT ALL
Research
Evangelists
Product! Product! Product!

48. UNDERSTANDING ROUNDS
Company
Registeration.

52. 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

53. WHY DO YOU NEED TO
RAISE CAPITAL?
ney, raise when you’re absolutely sure of what’ll work. Do not exp
Paying Yourself is Not a Reason to Raise Early Stage Funding

54. 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.

55. WHICH INVESTOR?
PRIVATE OR
INSTITUTIONAL?
INVESTORS CAN BE A
PITA!

56. WHAT TO DO AFTER
RAISING FUNDS?
HOW TO USE CAPITAL?
Vision
Focus
Judicious allocation of funds

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

58. What happened after raising a BILLION $’s

59. INVESTORS PERSPECTIVE
‘TIM’
Traction is KING
Design is QUEEN
Cashflow is ALMIGHTY

61. IN WHAT TYPE OF
ENTREPRENEURS DO
PEOPLE INVEST?

65. CHOICE

66. IDEAS ARE THE CURRENCY OF THE
Conceiving out of the box ideas
Creating Value
Constructing growth
Communicating your IDEA
Connecting with the masses
Innovation
Disruption

67. Dr Ritesh Malik