atdc @ program small cities startup ecosystem...

ATDC @ Program Small Cities Startup Ecosystem Playbook

1

LEARN, LAUNCH, SCALE, AND SUCCEED

PagePhase 0

AssessmentPhase I

Curriculum & CommunityPhase II

AccelerationSpotlights

Phase IIIPhysical Incubation

ATDC @ ExecutionATDC @ Tools

ATDC @ StaffingATDC @ Budget


visit atdc.org

Developed by

With support from

Contactt: (404) 894-3575 | f: (404) 894-4545 | e: [email protected]

75 5th Street NW, Suite 2000 Atlanta, GA 30308

2


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookThe Advanced Technology Development Center (ATDC) is Georgia’s technology incubator ATDC helps technology entrepreneurs in Georgia learn, launch, scale, and succeed through what we call the Five Cs:

Curriculum, Connections, Coaching, Community, and Commons

Funded in part by the state of Georgia via the Georgia Institute of Technology’s Enterprise Innovation Institute (EI2), ATDC supports innovation-led economic development across Georgia with a robust program and physical incubation space in Midtown Atlanta; additionally, the ATDC @ Program fulfills ATDC’s mission across the state of Georgia by serving four communities around Metro Atlanta and six communities in cities outside of Atlanta with coaching, curriculum, and support for community. Partners in these areas provide commons.

We believe that technology entrepreneurs are everywhereWhen ATDC visits a new community, we see technology-enabled concepts and technology-based businesses sprouting up and growing. Almost every community we meet seeks to cultivate and recruit these types of entrepreneurs. Cities want to support companies that are bringing these types of high-paying jobs to the community, and entrepreneurs want connectivity and opportunity to grow their concepts into viable and scalable businesses.

ATDC takes a phased approach following an introduction to a new community. We acknowledge that every community is unique, and moves at a different pace though these phases. It is important to observe each location for its singular entrepreneurial composition, technology infrastructure and company base, and entrepreneur-led initiatives and leadership.


3


PagePhase 0

AssessmentPhase I






Phase 0 = AssessmentIf a community is interested in partnering with ATDC to launch programs in their city, we want to make sure that ATDC is the right fit for the community.

Step 1

As a first step, we conduct phone calls and respond to introductions or outreach. Then we set up in-person visits to that community. Sometimes we make multiple visits with key local government and business stakeholders, entrepreneurs, and ecosystem-builders.

Step 2

Assess whether the community has the following elements:

1. Coaching: Entrepreneur-led by active entrepreneurs who are making decisions about the events, space, education, etc.

2. Community: “Startup” activity should already be happening consistently and tech-driven. Competing groups in the community welcome all types of entrepreneurs in technology arena, and align on goals

3. Vision: Community leaders have engaged together on a vision plan for their community that includes entrepreneurship, innovation, and technology development.

4. Resources: Community has looked at all resources available to help entrepreneurs (mentors, funding, hiring) and still sees a need for support.

5. Corporate engagement of existing technology firms.

4


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookStep 3

Pilot Programs

If our assessment and visits show a community has at least three of the five items on the checklist, then we move beyond a Community Readiness Assessment, and begin piloting programs.

~OR~

Conduct Community Readiness Assessment

If our assessment and visit shows a community does not have all five on the check list, then we pursue a conversation about conducting a research study. Sometimes a community is missing some elements, or may want to take a deeper look at what assets they have for building technology entrepreneurship. In that case, we discuss what resources are available to conduct an entrepreneurial ecosystem assessment by EI2 at Georgia Tech. We want to make sure the partners want the effort to succeed as much as we do. This is approximately a three-month process.


5


PagePhase 0

AssessmentPhase I






The Community Readiness Assessment (CRA)

EI2 offers numerous services related to incubation program development. The community readiness assessment (CRA) is a tool that assists communities in pursuing their goal of a sustainable business incubation program. CRA engages leadership, entrepreneurs, and other stakeholders to determine whether the community at large desires and can support a business incubation program. The process results in a basic assessment of demand, service needs, supporting infrastructure, and outlines steps necessary for moving forward to development.

The project’s objectives are achieved through a comprehensive process of gathering primary and secondary research. Primary research includes confidential one-on-one interviews with stakeholders, phone interviews and on-line surveys with local entrepreneurs. The secondary research focuses on gathering of demographic, economic, and innovation characteristics of the community.

The research addresses three core areas of incubation strategy development:

1. Entrepreneurship and Innovation, 2. Community Support and Leadership, and 3. Resources and Capabilities.

Each of these areas is an integral piece of incubation strategy development.

The EI2 team analyzes all of the data collected from primary and secondary sources, extracts strengths and weaknesses that fall within each of these core consideration areas, and itemizes them in the final report. The results of the study and final recommendations are compiled into a report and the EI2 team presents them to the incubation task force. The EI2 team incorporates any salient feedback into a final report that is presented and submitted to the client for distribution at its discretion.

6


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookPhase I = Curriculum and Community When ATDC and a community are ready to start piloting programs, we introduce a series of options, drawing on Atlanta-based ATDC and local partner resources. The focus is on ATDC engagement by helping the city build and/or strengthen its startup community through events, classes, and coaching opportunities. Through classes and events, ATDC introduces educational opportunities for entrepreneurs of all kinds via our Core Curriculum. Atlanta-based Startup Catalysts are available to coach companies remotely via online office hours.

ATDC @ Day includes a toolkit of programs held on a specific and repeated day of each month. This day is organized by the ATDC Program Manager—or a local ATDC representative if there are resources to hire one—and is coordinated in conjunction with the ATDC local partner organization. The partner organization is a nonprofit, community-focused organization with an entrepreneurial emphasis. Where applicable, ATDC signs Memorandums of Interest with these parties, so that both groups have a clear expectation of the partnership.


7


PagePhase 0

AssessmentPhase I






The ATDC @ Day template has three key components:

1. Lunch and Learn topic focuses on ATDC Core Curriculum options. ATDC experts who have created curriculum on special topics, ATDC Atlanta-based and local mentors who have an area of expertise to teach from, and local experts and community collaborators who teach unique topics to help entrepreneurs participate to make the ATDC Lunch and Learns a success.

2. One-on-one office hours with mentors and entrepreneur coaches who are part of the ATDC team and have “been there, done that” as entrepreneurs.

3. Social functions like coffee circles or pizza parties, sometimes with a key presenter or theme like an entrepreneur speaker series, that bring entrepreneurs out of the garage and home office and into a setting where they can collide and interact with like-minded people in their community.

8


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookPhase II = Acceleration At this phase, ATDC has located a partner to focus on hosting events, marketing the events to their community, and working with ATDC to organize and plan the right kinds of activities to draw out entrepreneurs. Additionally, at this phase, a community has drawn up to 15 entrepreneurs with technology or technology-enabled ideas from the community. These entrepreneurs are candidates for the ATDC Accelerate portfolio of companies, and are ready to grow to their first customer, first capital raise, and deliver their first product. When a community has this critical mass of companies that are ready to accelerate, ATDC considers several next steps including the following:

1. ATDC may hire a locally-based Technology Startup Catalyst.

2. ATDC may host cohort-based boot camps of its Core Curriculum, regular coaching sessions, and community engagement that helps ATDC and collaborators/partners recruit more of these types of technology entrepreneurs (accelerate-ready) to the official program.

3. ATDC may recruit and work intensely with technology entrepreneurs who are ready to accelerate their companies to the next level of success, grow the customer and employee base, and aim for recurring revenue. These entrepreneurs receive coaching, connections to investors and potential customers, talent, and access to Atlanta-based coaches, events, networks, classes, and resources.

ATDC Accelerate Portfolio Company Membership Criteria

atdc.org/portfolio/

http://atdc.org/portfolio/




9


PagePhase 0

AssessmentPhase I






ATDC Bootcamp template has seven key components:

1. The ATDC Bootcamps are cohort-based. A call to action is required, and at least 15 entrepreneurs or teams must apply or register to participate.

2. Duration is 8 to 14 weeks, depending on the community need. Customer Discovery as part of the Core Curriculum is a first course, and takes time, as entrepreneurs must conduct numerous interviews with potential customers, and get feedback each week from ATDC coaches and mentors. The Bootcamps teach the entire ATDC Core Curriculum. For more visit: atdc.org/how-we-help/classes-workshops/

3. Required attendance at all courses.4. Mentoring component with ATDC Mentors from

Atlanta or locally-based mentors. 5. Pitch practice component.6. Final Pitch Event / Demo Day with judges panel of

local collaborators, investors, and entrepreneurs, and where possible, prize money.

7. Graduates become part of the ATDC membership, and if they are Accelerate Member-ready, continue with the program as an ATDC Portfolio company.

http://atdc.org/how-we-help/classes-workshops/

http://atdc.org/how-we-help/classes-workshops/

10


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookATDC @ Program Spotlight - Four Athens In a town known for its music scene, it is unsurprising that Athens’ startup ecosystem experiences an overlap in entrepreneurs and musicians. Very few people represent this overlap better than Jesse Lafian, founder of Reservoir. Having toured the country playing drums in a rock band, he chose to finish his horticulture degree at the University of Georgia (UGA) as the community reflected his interests. Lafian previously earned an associate’s degree from Tompkins Cortland Community College, conducted NSF-funded research on ocean acidification in Monterey Bay, Calif., and worked as a lab technician in the UGA College of Engineering.

At UGA, Jesse discovered a potential need for better soil hydrology tools, and decided to enter the UGA Idea Accelerator, in partnership with Four Athens, the local startup incubator, UGA’s Entrepreneurship Program, and the ATDC. Over the course of the eight-week program, Reservoir germinated from a seed of an idea to a full-fledged startup with letters of intent and a beta testing agreement with a prominent national landscaper.

Pictured here: Jesse Lafian founder of Reservoir


11


PagePhase 0

AssessmentPhase I






“Jesse’s idea showed incredible promise from the start,” says Jordan Burke, Four Athens’ Executive Director. “His product knowledge, combined with the lessons delivered by ATDC Catalyst Jim Flannery and developed at ATDC, led to the creation of a startup that could hit the ground running.”Reservoir graduated the accelerator to join the community of Four Athens startups, and earned the status of an Accelerate member at ATDC. With the resources of these partner organizations, Reservoir was able to secure grant funding from the Georgia Research Alliance through UGA’s Innovation Gateway, won UGA’s FABricate and Next Top Entrepreneur pitch competitions, and has gone on to raise a seed round of funding to continue R&D and product development. Though his initial idea has pivoted, Lafian has started to deliver his product for beta testers and is ready for the next challenge. He has developed a product called the Spoke to simplify irrigation systems by replacing conventional hardware — wires, controllers, output modules, surge arresters, and decoders.

For more about Four Athens visit: www.fourathens.com

Four Athens is a 501(c)3 nonprofit dedicated to improving economic outcomes in Athens by fostering entrepreneurship and expanding tech education in the region. Since 2011, Four Athens has worked to discover startups, build community, connect creativity, accelerate growth and invest in success.

Jordan Burke, the spotlight author, is the executive director of Four Athens.

http://www.fourathens.com

12


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookATDC @ Program Spotlight - theClubhou.se theClubhou.se originated in Augusta in the fall of 2012 and treats technology as a cultural institution as much as an economic driver through education and application. Founded by a team of successful Silicon Valley entrepreneurs, we are creatives, start-ups, geeks, and marketing professionals who are passionate about producing technology-centric programs for people of all ages. theClubhou.se offers training, office space, meeting space, tools, and fellowship with others interested in technology, new media, and innovation-based business.

In less than six years, theClubhou.se has grown to become the hub of Augusta’s technology and startup activities. We have always viewed technology & development as twin pillars of both digital and physical creation. Whether it be through our prototyping lab, fully-loaded computer lab, community urban farm, or coworking and meeting space, our facilities and services allow individuals to combine their talents and resources to create businesses and drive innovation. Our organization is uniquely positioned to develop focused activities to cultivate Augusta’s spirit of innovation and entrepreneurship.

Pictured here: Eric Parker co-founder of Sumo Robot League


13


PagePhase 0

AssessmentPhase I






Our educational programs include coding, robotics, electronics, fabrication and additive manufacturing, digital effects, video game development, and cyber security awareness. These programs have helped over 1,000 people learn new skills in technology, business, and design. We have organized more than 250 community events such as TEDxAugusta, NASA Space Apps Challenge, National Day of Civic Hacking, and Augusta Hackathons. More than 90% of our programs are offered for free or scholarship for those who cannot afford to attend.Successful programs have enjoyed collaborations with ATDC. ATDC partners with theClubhou.se to support the entrepreneur eco-system through mentoring, networking events and access to investment opportunities. In particular, Skyraider Aeronautics and Sumo Robot League, two companies based out of theClubhou.se have benefited directly through access to capital investment, pitch contests, coaching, and scaling endeavors.

For more about theClubhou.se visit: theclubhou.se

theClubhou.se inspires ideas, creates companies, and builds community. Founded in 2012, theClubhou.se is a division of Hack Augusta, Inc., non-profit 501(c)3 dedicated to growing a culture of innovation and collaboration. We serve more than 10,000 people in the Greater Augusta MSA throughout our events and programs.

Grace A. Belangia, the spotlight author, is a founding member and executive director of theClubhou.se based in Augusta, Ga. She is an angel investor, advocate for the Maker Movement and leader in the Augusta Startup community.

http://theclubhou.se

14


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookPhase III = Physical IncubationAt this phase of community engagement via the ATDC @ Program, ATDC may extend the offerings of programmatic and mentorship / coaching support to offering space options, as well. The offer is for subsidized space for ATDC Accelerate companies that are 1) growing and need office space and/or 2) would like to co-locate with an ATDC partner to provide collisions with other entrepreneurs.

ATDC provides subsidized contributions so that partners may offer discounted space at their facility for entrepreneurs who are part of the ATDC portfolio and also part of the partner’s member base. Entrepreneurs receive the benefit of co-location, learning together, sharing lessons learned, and the importance of community that they get when you are working in the same physical location. Often these companies have several employees at this stage, and they need to expand beyond a hot desk or their home office, as well.


15


PagePhase 0

AssessmentPhase I






Opportunities Vary for Running Programs

Circles: Community circles are events open to the general population of entrepreneurs. Entrepreneurs are encouraged to attend these sessions to learn from their peers and the moderator, an ATDC Catalyst. The catalyst leads the group through discussions on topics of interest around building a startup. Once a community entrepreneur attends regular sessions, he or she is encouraged to join the ATDC community for a nominal fee. This fee is important, as it enables the entrepreneur to access the ATDC educational services which follow. These particular circles will take place at the partner location in a city.

Curriculum: At the partner spaces, circle members will be able to either hear live presentations, or view streaming of educational courses offered including Customer Discovery, Financial Literacy, Telling Your Story, Sales101, HR101, and Investor Readiness, among others.

Coaching: An ATDC Catalyst holds office hours during the day to meet individually with entrepreneurs. These meetings typically cover unique questions or challenges

for each company, or specific issues such as validating value propositions or revenue models. During these local visits, the ATDC Catalyst also works to develop a group of mentors to serve the community on a weekly basis. The best mentors are business executives and serial entrepreneurs. Most of the coaching is delivered on-site at the partner space, and sometimes at a nearby or convenient location for the entrepreneur. Multiple meetings must to take place to see real results with entrepreneurs.

Connections: For ATDC members who have high-growth potential (HGP) business models, the catalyst will provide access to select services. This is an extension of the same program offered in Atlanta. The select services include connections to corporations (first customers), investors, talent, a unique design studio space for the development of minimal viable products, and university researchers.

Commons: These are locations in either the partner space or another facility, and includes a part to full-time Catalyst in each city.

16


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookATDC @ Execution

Planning and designing is a big endeavor. It takes a nimble team and a strong community of support. The organizer guide starts with general instructions and a few highlights of best practices.

Roles: ATDC brings the content, coaches, and connectivity, and ATDC partners bring the promotion, space and clients.

Scheduling: ATDC Days are once per month, and we sometimes host activities such as office hours and circles outside of this regularly-scheduled day; all of the activities are coordinated with an ATDC partner and that partner’s calendar.

Calendar of Events: ATDC aims to plan out three months in advance, to give partners time to schedule at their space and promote, and to give staff and guests time to commit to participation.

Spaces: ATDC partners provide the space. Sometimes ATDC will engage with outside collaborators to draw a different crowd to events.

Branding and Promotions: Partners support ATDC with promoting events in a smart and effective way that can drive up attendance, and draw even more attention to the programs that are meant to draw technology entrepreneurs to events. Partners work with ATDC on design and promotion via social media and newsletters, under agreed-upon guidelines that fit the ATDC/Georgia Tech guides.

Content: ATDC Catalysts and the Statewide Program manager work with other Catalysts and local experts to design monthly speakers and programs for the ATDC @ Days. This includes creating a theme, selecting and inviting presenters, and preparing the presenter.

Attendees: Attendee registrations and sign-ins are primarily managed by the local partner, and are enhanced via promotions from ATDC, typically tagging and IDing posts via hashtags and tags for various social media platforms.


17


PagePhase 0

AssessmentPhase I






Audience and experience: This is primarily designed by the partner, in their space. Good lighting, a place to project presentations, microphones, sign in tables and the room arrangement are coordinated jointly with the partner and ATDC staff. ATDC provides sign in sheets and nametags where appropriate, and any branding materials available like popup banners or swag. After the event, names and emails are taken and uploaded into the ATDC relationship management tool and captured as data by ATDC, so that attendees and unique visitors, and members, can be tracked as part of the metrics.

Metrics: ATDC tracks membership at the Educate and Accelerate levels, sign ins for events, including unique visitors and their journey with ATDC from the time they join. ATDC also looks at social media usage, newsletter sign ups, and hits in the press for various special news about companies. We track the number of events held by each category, and we track office hours sessions and repeat sessions. Where possible, we look at how much Accelerate member companies have raised and if they have hired full- or part-time positions.

18


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookATDC @ Tools

A team of coaches and partners across locations often far apart requires tools for communications and coordination. Technology allows for experimentation and often reduces inefficiencies.

Website calendar: ATDC hosts all events online at atdc.org, with links to registration for events, and descriptions of the offering, whether it’s a class, a social, or a coaching session.

Sharing Tools: ATDC utililzes sharing tools so that multiple coordinators and catalysts can see what is on the calendar, which experts from Atlanta or other locations have been tapped to teach a class or host a Lunch & Learn, and to give the events coordinator at ATDC access to information to load onto the atdc.org website calendar.

Communication Tool: ATDC @ program staff use a internal communications tool to share documents and deadlines. With remote workers, it’s important to stay in touch daily. Idea and resource sharing can be grouped into new conversations, threads or channels.

Relationship Management Tool/Events: ATDC utilizes a tool that allows for tracking of event sign ups, and entering data of who attended events, including whether they are an official ATDC company. All access for staff allows for cross-checking member data and who is coaching or working with a particular member. It makes for easy reporting from each city or location, depending on how entries are coded.

Newsletters: ATDC programs maintain their own distribution lists, mainly those who self-select to receive news from that city. Key elements include company news, funding news for a company, community news, and events. Readers can see highlights, and click for more information, and always have the option to connect with the local Startup Catalyst.

Website Landing Pages: Each location has a presence on the ATDC website which highlights the Catalyst/coach in that region, the calendar, and any news.

Examples: Athens (atdc.org/athens/) and Augusta (atdc.org/augusta/)

http://atdc.org

http://atdc.org/athens/

http://atdc.org/augusta/


19


PagePhase 0

AssessmentPhase I






ATDC @ Staffing

The ATDC @ Program isn’t really about location as much as it is about people. It’s about the ATDC Startup Catalysts and coaches on location and the companies and other entrepreneurs served outside of Midtown.

• Startup Catalysts are a key part of our work outside of Atlanta. They are running programs, hosting circles, and coaching companies. They sign on our portfolio members, and stay connected to Atlanta-based resources. For more information visit: atdc.org/wp-content/uploads/Playbook-Regional-Catalyst-JD-1.pdf

• Entreprenuers-in-Residence are a key part of the ATDC coaching mix. They typically focus on companies that are seeking funding and need the expertise of a technology entrepreneur who has exited a company.

• Mentors are trained to teach our curriculum, coach, and support Catalysts. They become part of the Atlanta-based mentor pool.

• Statewide Program Manager coordinates across various cities, and keep the Catalysts in locations outside of Atlanta in communication with each other, as well as with the Atlanta staff. This is key, as operating in remote locations is hard, sometimes lonely, and requires juggling multiple tasks.

• Interns and Graduate Research Assistants• Volunteers

The majority of the team will be ATDC staff and partner staff. Whether they’re colleagues or cohorts, it’s important to find the right people for the job.

• Core Team ATDC has a statewide program manager who oversees staff, relationships, events, and outcomes of the program across the state. This role keeps the efforts focused on mission-centric outcomes, keeps the team in sync across multiple locations, gets barriers to success out of the way, builds relationships within and across various communities, and monitors and reports the wins. For more information visit: atdc.org/wp-content/uploads/Playbook-PM-JD-1.pdf

http://atdc.org/wp-content/uploads/Playbook-Regional-Catalyst-JD-1.pdf



http://atdc.org/wp-content/uploads/Playbook-PM-JD-1.pdf

http://atdc.org/wp-content/uploads/Playbook-PM-JD-1.pdf

20


PagePhase 0

AssessmentPhase I






ATDC @ Program Small Cities Startup Ecosystem PlaybookATDC @ Budget

If staff is included, it costs approximately $100,000 per city to run an ATDC @ Program.

Staff

• Statewide Program manager is a full-time position• Most Startup Catalysts are 20-30 hours per week• Angel and Entrepreneurs-in-Residence are also part

time, typically 10-20 hours per week• HR costs run about $50,000-75,000 per region

Travel

• This includes travel for the Statewide Program manager to various locations, travel for Atlanta-based staff to support regional programming, and regional staff to drive to Atlanta for quarterly face-to-face team-building and strategy meetings with the General Manager and Atlanta-based staff. Approximate costs annually are just over $10,000.

Contributions to Partners

• ATDC can contribute support funds to nonprofit community groups to help the organizations outside of Atlanta with operations and marketing, depending on resources available.

Revenue for Contractual Educational Services

• As part of a sustainability strategy for statewide programs, ATDC has begun implementing contractual agreements for educational services for some programs, especially where ATDC does not have a full-time Catalyst.

Marketing Materials

• Toolkits for small cities programs include pop up banners, stickers, notebooks, sign in sheets, business cards, and sometimes flyers. These materials are part of the general ATDC marketing budget.


21


PagePhase 0

AssessmentPhase I






About ATDCThe Advanced Technology Development Center (ATDC) at Georgia Tech is Georgia’s technology incubator. Founded in 1980, ATDC has developed a global reputation for fostering technological entrepreneurship. Forbes named ATDC to its list of “Incubators Changing the World” in 2010 and 2013, alongside Y Combinator and the Palo Alto Research Center. Through a unique framework combining curriculum, coaching, connections, and community, we help startups succeed.ATDC IMPACT

About the Author

Amy Love, the playbook author, is the ATDC Statewide Program Manager.

For more info contact: [email protected]@AmyLoveGA75 5th Street NW, Suite 2000 Atlanta, GA 30308

mailto:[email protected]

https://twitter.com/amylovega

atdc @ program small cities startup ecosystem...

Documents