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GlobalStart WP3: Tools for Global Start-up Support

Marketing and Communication planto support a university spin-off programme

for global startups

(Deliverable D8)

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Global Start-ups Vs “classical” start-ups

There is empirical evidence showing that some resources and capabilities of Global Start-ups differ from those of classical start-ups, i.e. their needs and wants differ.

“Global Start-up firms are those that from inception seek to recognise and exploit opportunities by combining resources from and selling outputs in multiple regions around the world.”

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Venture

UniversityRegional

? How do our universities support spin-off companies and particularly global startup companies at present; inventory and benchmarking? How can GlobalStart help to “support the support”?

3 support levels:

! (global)start-ups needs TTF’s needs

instruments for TTF’s? Instruments available / to be developed

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•Benchmarking instrument

Instruments for TTF’s

•Marketing and promotion plan

•Development plan

•Quality management handbook

•Balanced scorecard for universities

•Monitor for entrepreneurship / global startups

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Marketing and promotion plancontents:

Part 1

Market Research

• Defining the scope• Defining the need for a

spin-off support programme (ssp)

• Positioning of the spin-off support

Part 2

Marketing and Communication

• AIDA+C

Annexes

1. Marketing research tools

2. Promotion and communication tools

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Annexes: Marketing Research tools & Promotion and Communication tools

Part 2:

Promotion and Communication tools1. Example of a marketing and promotion

plan for a ssp2. Examples of marketing and

communication tools: Website Information leaflet to promote a ssp. Poster to promote a ssp Invitation letter to a kick-off

seminar, to promote a support project.

Invitation letter and poster to promote a business plan competition

3. Publicity

Part 1:

Market Research tools1. Example of a basic feasibility survey

2. Example of a basic feasibility questionnaire and invitation letter

3. Examples of a basic SWOT (strengths, weaknesses, opportunities & threats) analysis

4. Example of an advanced feasibility study

5. Example of an advanced market study