StartUp Blog by Young Entrepreneurs

Putting design in your startup project

Claudio Carnino — Mon, 15 Nov 2010 17:33:48 +0000

I tell you the truth today i wasn’t so inspired to write a post on this blog, but then you get in touch with the passion of Tom Hulme and you can’t stop yourself writing about him. In particular i want to talk abot video called “12 Ways to add Design Thinking Into your Project”.

But before talking about the video i want to put your attention on a sentence written in his biography page that i liked so much: “I’m passionate about taking new stuff to market”. Well I totally think that if you want to create a startup you have to be like this. Obviously is not enough. That’s why I want to put the lens on some of his suggestions.

1.Keep challenging the questions.
I think that everyone that made a startup fell in this problem, sometimes you try to find the answer to a question and you focus yourself on that, and then you realize that you were making to yourself the wrong questions.

2 Who to involve in your team and how to choose your partners.
Tom suggests to take people that are different from you, that think differently, that can challenge your idea in a thoughtful way. Be ready to listen to the people that work with you. We do it everyday and what makes our daily work fruitful. Don’t forget about the partners, especially if your project really depends on partnership. I think that the partners that you choose are in a kind of way the mirror of your company, so choose the best.

3. Be user-centered
There are many books talkin about user centered design, but Tom suggest a very interesting strategy to do it: observing your users while they use your service. Don’t miss this part!

4. Look at analogy environments
The example that Tom put in the video as the Formula 1 team. They are really under stress when they operate and their work is all about collaboration. I really like this way of thinking and is adaptable almost to every startups.

5. If in doubt, be open
The Tom’s suggestion is to not having fear to be open and to say that maybe you are having some trouble or you need some feedback. The important is that you really listen to what people say to you. If you don’t do it no-one will listen to you anymore.

6. Design everything and think about the journey
No words about this. Just have a look on this pdf that you can find on his blog. The main concept I guess is that you should have always a look on the whole project.

I hope you would like to see this video now and that it will give you an inspiration for making everyday better. Enjoy!

12 Ways To Add Design Thinking Into Your Project – Tom Hulme from HackFwd on Vimeo.

How to create a radio advertising for free

Claudio Carnino — Thu, 11 Nov 2010 14:59:33 +0000

Hello!! Today just to make something different I’m going to write a tutorial about “How to create a radio advertising for free”. I made this experience last week and i want to share it with you all! At the end of this post you can listen to our ads.

1. Think to the message that you want to give to your listeners
First of all you have to consider that getting the attention of radio listeners could be very hard. Indeed you have to be: short, funny and informative. Combining these three things is not easy, but is the only possible way. Maybe think to something popular that the people can associate with your advertising. For example i tried to remake the Francesco Totti’s voice because here in Italy is a kind of here for the people.

2. Write some scripts on a paper. I did it in a grey day just waken up!
I suggest you to do it on a paper just because i love this media.. sorry for the geeks that will read this article. I suggest you to write five or six different scripts so you can have the possibility to have more options. Do it when you have the inspiration, for me the maximum level of inspiration is under the shower and just waken up. Find yours!

3. Record your creations
This for sure is a very important step. First of all go in a room isolated from everything. It would be very bad to hear in your ad the voice of your mom calling you for lunch. Then download a very useful softare called Audacity. It is opensource, easy to use, working on every platform (Windows, MacOS, Linux) and full of functionalities: mixing, noise reduction, effects, velocity of the audio. If you want to download it click here!

4. Put some music in your ad
A music will give a very cool effect to your ads. Remember that if you use a copyright covered jingle you could have big big problems. Luckily there something wonderful called Creative Commons, a kind of licence that permit to users to use, remix and using even for commercial purpose. On the web you can find different website where you can big collection of jingles with CC. On this link you can find a lot of website that you can use it. I personally used FreeSound (http://www.freesound.org)

5. Ask to your friends which one they like
If you want to share your ads with your friends and maybe ask them their opionion on your creations you can send them by email or you can share it on Facebook or Twitter. Unfortunately Facebook doesn’t give by default the possibility to share audio files only, but there is a cool widget called Soundcloud, free and easy to use!

6. Contact radios that can broadcast your advertising
Now the most difficult thing. Where you can find someone that broadcast your ad? If you ask to big radios they will make you pay a lot of money, but on the Web there are many many webradios that need some visibility. So find a way to give them what they want and they will broadcast it for free. Now for example exist a service called Spreaker that gives to everyone to be a dj. On this platform we found RadioSap that is giving us the space on its radio. In exchange we made an interview to them on http://blog.hinii.com

7.Enjoy your fame!

Here you can find our advertisings (in Italian, sorry):

Spot HiNii – Versione 2 by hiniiproject

Spot HiNii – Versione 1 by hiniiproject

The IAB Forum 2010 experience

Claudio Carnino — Mon, 08 Nov 2010 12:57:05 +0000

Last week i’ve been at IAB Forum in Milano, the main event in Italy about digital advertising and communication. In general I can say that was a very good and useful experience and I will try to make the point of what I’ve discovered. The motto of this year was “the web is alive”, a kind of provocation to the famous Chris Anderson’s article. With this sentence they just wanted to underline that the investments in digital advertising are growing and growing very fast. For example they said that in this last year the investments on the web from a global point of view growed of the 3,2% and they foresee that in the future they will grow with an increment of 15% every year.

An other hot topic was the situation in Italy and the news are quite bad. In our country just the 11% of the investments are made on digital advertising and the 8% of the companies that do it cover about the 80% of the total. Why? The main reason is cultural, in the sense that there is in our country a double side situation: onone side there is not enough trust in the effectiveness of the web as a marketing channel and on the other side just the 15% of the over 55 people are using the Web. The other problem is infrastructural, in Italy there are just 4000 wifi hotspots, that compared with other countries like UK (28k), France (30k), Usa (75k), is a very low number. At the same time there are also some good news:

a new initiative of the Wired magazine (Italian edition) called “Wake up Italy!” (Sveglia Italia!), a plan made by 10 important points (things to do) that could put our country on the same level of the other countries in the field of the innovation. The main point is a very interesting idea, the digital federalism. I’m sure we will hear a lot about this;
finally something is moving also on the institutional side because from the 1^st of January the access at the wifi will be easier because will change (but not disappear) the process of authentication of the users. I leave the polemics about this “new” law to the experts, but I can say that we have to wait a bit to see the real effects of this change.

The other protagonists of this IAB Forum edition are without any doubt the mobile devices (smartphone and tablets). I found really interesting the Chris Anderson‘s speech that explained what does it mean for him that the “Web is dead”. What is really dead in his opinion (especially in the United States) is the open web, the concept that drove since the beginning the development of the Web. Why? The apps model is revolutionizing the way in which the users approach themself to the technologies. The apps are basically accustomizing the users to ask for very simple and very specific applications and are giving more space to the use of the Web as an entertainment platform. The direct consequence is that if you have to use the Web for having fun you have to pay for it and the trends say that the users have no problem to do it if they receive in change cool and simple products. A surprising news is that, in Europe, the so-called “alive web” (communities, UGC, long tail content), is growing and maybe this means that in our continent we are more sensible to the need to preserve the open web idea.

Now obviously, something about advertising. The first thing I noticed walking through the fair is that most of the opportunities that were presented are not accessible to a startup. Even if is very complicated to imagine an average price of a digital advertising strategy what is clear is that you can’t improvise it and that if you want to be really effective you have to consider the idea to ask the help of an expert. And clearly, the experience is something that you have to pay. The problem is that if you think to it from a startup point of view (most them don’t have at the beginning a budget for advertising), the cost is still very high, and this is in my opinion the reason why just the 8% of the companies cover the 80% of the investments in digital advertising. However if we think that the advertising is always an investment and not a cost, I’m convinced that everyone today have to consider to include the web and mobile advertising in his strategy.

I want to close this post talking about the most interesting and innovative idea in my opinion. I refer to the one presented by Libero Advertising: the LiberoTv. The opportunity that they will offer is to make advertising in a kind of webtv framework that will be included in each email account (Libero Mail is the most used email in Italy). What I found really interesting is the integration with the traditional media system, and especially with the television, because they will alternate traditional television content with digital advertising.

These are just few thoughts that come out from this IAB Forum edition, but maybe you can add something commenting on this post. Comments are welcomed.

Meeting the students at the University of Torino

Claudio Carnino — Sat, 06 Nov 2010 09:05:05 +0000

Today we want to talk about a very nice experience that we had last week. Thanks to the professor Chiarla of the Università of Torino, we had the possibility to meet some students of the e-commerce course and we want to make the point of the meeting.

First of all for us was a good opportunity to have a feedback on our service since our target is mainly composed by youngsters from 18 to 30 years. For this we want to thanks the participants of the meeting for being active in the discussion;
These students are studying economic science, so the focus of their questions was on the business plan. Our feeling is that in our country there is too much attention to the making money objective, I I want to be clear on this point. For sure is important, but in a service like HiNii (but this is valid for every web startup), the main objective when you start is offer a good and viral product so the people will talk about it and will use it. Money will come, but since the web is about people and community, firstly you have to create your community. Only after this business people will come to you, automatically.
We had a confirm that young people knows exactly what they wants and need, so if your target is composed by these people, go out and ask them if they are really interested in your service. It’s the best time investment you can do, in our humble opinion.
We had also the feeling that these students, but we can say for sure most of the young people (at least in Italy) don’t really know how to realize a business with their ideas. Maybe they are scared, maybe there are some problems in our economic system, but maybe they just need someone like them that give them some hint and some suggestion to do it.

For this last reason we catched the opportunity for launching two initiatives for the Startup Blog:

STARTUP HAPPY HOUR. We mean that soon will organize in collaboration with some other young startuppers and expert from different fields, some informal meeting. It will be like an aperitive, but every time we will reveal some hints and suggestions to startup. Probably we will start with Torino, but who knows. This could be also an occasion for making us all the questions that you have and resolve all your doubts. We don’t want to be like masters teaching you something from the top, but just sharing our experience as a startup because we strongly believe that peer to peer education is the best way to spread knowledge
HOSTING POST ABOUT THE STARTUP WORLD. If you want to write something about the startup world (there are many points that you can talk about) just do it. We will select some of the articles that we consider interesting and we will publish them on our blog. Why you have to do it? Visibility.. obviously it will be visible that the article is written by you!

So by the way if you are interested in one of these opportunities send me an email at fulvio.rubini@jusan.it or nicoletta.donadio@jusan.it

Book Review: Un etto di marketing – Massimo Carraro

Claudio Carnino — Mon, 01 Nov 2010 15:52:03 +0000

Non conosco direttamente Massimo Carraro, l’autore di questo libro, ma se dovessi immaginare che tipo di persona è solo leggendo “Un etto di marketing”, direi molto pratico e concreto. Questa è sicuramente la prima cosa che noti dopo aver sfogliato le prime pagine. Se all’apparenza può sembrare un libretto senza valore (circa 200 pagine), in realtà trovo che sia uno strumento davvero utile per chi si approccia per la prima volta al tema del marketing non convenzionale e dei social media.

A questo punto vorrei fare una piccola digressione sul fatto che troppo spesso capita esattamente il contrario. Mi riferisco per esempio ai manuali dal titolo accattivante come “Fare successo su Facebook” che in realtà sono pieni di concetti scontati o comunque che non si riesce ad adattare alla propria realtà aziendale.

Soprattutto questo vale per una startup che vive nel paradosso di dover necessariamente utilizzare i social media per farsi conoscere (a causa di una mancanza di fondi iniziali spendibili in comunicazione), ma che, essendo una realtà nuova, fa fatica ad emergere nelle conversazioni che avvengono in Rete.

Tornando al libro ci sono due aspetti che mi hanno colpito:

· un utilissimo glossario dei termini che bisogna necessariamente conoscere per chi vuole entrare in questo mondo, corredato di link utili ad approfondire ogni singolo concetto;

· l’analisi di casi di studio di aziende più o meno grandi che hanno utilizzato i social media in modo ottimale. Quest’analisi viene fatta attraverso delle interviste brevi, ma concrete.

Now for our international blog readers, we made some questions that can be useful for startuppers that are getting crazy with their communication strategy to Massimo Carraro, the author of the book “Un etto di marketing”. He is also the cofounder of the advertising agency called “Monkey Business/Advertising in the jungle” and the blog “Oh my marketing“.

It’s now clear that using social media is something very useful and that it’s basically a matter of starting a conversation with people that is interested in what you have to say. It’s also clear that people is more ready to hear the voice of big brands.. what can a young startup do on social media to make his voice heard?

Actually, I think it’s more than “starting a conversation”, a lot more. to be active on social media means meny different things: activate a storytelling platform, start a potential customer care service and – most important – put yourself in in the condition to listen to what people (not just customers) say about your product/service and your field of activity. Among the advantages of blogging I always mention, as well, the habit of seeing your company as a news provider, that means to detach yourself from your usual mindset and start viewing your activity with the external eyes, which is a useful exercise. To make someone’s voice heard, I’d dare say, the best you can do is shut up and listen for some time, so to understand what and who matters in your market, then carefully start your conversation. I know it may sound discouraging, but it’s a long work, and the only way to make it pay is carrying out correctly.

Can you tell us two or three examples of startups that are using well the social media? Why do you think that are doing well?

I don’t know many startups, but I see that most companies, now, are active on social media and take advantage of it. What’s important, overall, is the strategical approach, that is to say, to do it knowing the objective of this commitment. This is important also in term of motivation, strongly needed to carry on a good job on the long term. I believe this is twice as true if we’re talking about a company trying to get itself known.

Imagine that you work as a social media strategist in a startup like us.. how would you spend the day? Which are the daily activities that a social strategist must do in his day?

Corporate blog + main social network + listen strategy (by this I mean reading correlated blogs and content). These are the three pillars of a social media strategy.

This doesn’t necessarily have to be a daily commitment, nor has to be done by a single person (although many startups surely don’t have many resources to use…), but it has be done regularly and constantly.

A talk with a successful startup: Spreaker

Claudio Carnino — Thu, 28 Oct 2010 11:59:29 +0000

Ok people today we are a little bit excited because we will start with our interviews with successful startups. The guest of today is Francesco Baschieri from Spreaker!

At the end of the post you find the questions that we made to him.. for skipping to the next question click on the button “click here to go to the next question” that you find on directly in the video. Very interactive..oh yeah!

Questions:

1. Explain me in 20 seconds the core of your project (0:00)

2. Tell me something about the history of Spreaker.. how did u become so popular? Which are the main steps of your development? (0:46)

3. Which are in your opinion the characteristics of a successful product on the web today? (2:16)

4. Can you tell us three characteristics that a successful product should have? (3:40)

5. Many people say that Is it really difficult for a startup to get the attention of the Italian investors. Do you agree with this sentence? Yes/no.. why? (5:06)

6. If you have to suggest something to the other startups.. do u suggest them to go directly in the United States? (6:50)

5. how do you promote your project? do u have a communication strategy? usually for a startup is difficult to have a dedicated budget for communication..if this was your situation, how did u solve it? (8:49)

I hope that you found this video useful for you! Send us your comment.. soon you will find other new stuff on this blog! Check it out!

Save the date: event for startupper – 16 Novembre 2010

Claudio Carnino — Thu, 28 Oct 2010 09:50:06 +0000

Hello startupper!
there is a special post today! Yesterday our Spreaker friends sent us the news about a very nice event that they are organizing!

The title of the event is: “PROVINCIA MECCANICA – How to create startup in Italy” and is especially dedicated to italian startuppers!

These are the questions that they aim to answer during this event:
1.Is true that for creating a startup you have to leave Italy?
2.Which are the prospectives for the people that decide to stay in our country?
3.What is possible to do and what is impossible to do?

There will be participating other startups that will give their point of view in a real barcamp style. Until now the startups that confirmed their participation are: MusiXmatch, Balsamiq, Mashape, Koinema, Econoetica.
Last thing, but not the less important! The event is opened to everyone and will be held

Tuesday 16th November at ARTERIA, Vicolo Broglio 1, Bologna

For more info on the event write to: tonia.maffeo@spreaker.com
Don’t miss it!

P.S. Soon we will publish on this blog a interview that we made to the Spreaker founder!

—————————————————————————————————–

In italiano:
Ciao a tutti amici startupper,
c’è un post speciale nel nostro blog oggi. Ieri i nostri amici di Spreaker ci hanno segnalato un evento che stanno organizzando.

Il titolo dell’evento è: “PROVINCIA MECCANICA – Come creare startup in Italia” ed è rivolto principalmente agli startupper italiani.

Queste sono le domande a cui si cercherà di dare una risposta:

1.E’ vero che per creare startup innovative di successo occorre uscire dall’Italia?
2.Quali sono le prospettive per chi resta nel nostro paese?
3.Cosa è possibile fare e cosa no?

Verranno invitate altre startup italiane che daranno il loro punto di vista sull’argomento in stile barcamp. Tra i nomi che hanno già confermato ci sono MusiXmatch, Balsamiq, Mashape, Koinema, Econoetica.

Ultima cosa, ma non meno importante! L’evento è aperto a tutti e si terrà:

Martedì 16 Novembre presso ARTERIA, Vicolo Broglio 1, Bologna

Per maggiori informazioni scrivete a: tonia.maffeo@spreaker.com .

Non perdetelo!!!

P.S: presto pubblicheremo l’intervista che abbiamo fatto al fondatore di Spreaker!

The Smau experience: cool startups and new products!

Claudio Carnino — Tue, 26 Oct 2010 09:30:04 +0000

This year we participated with our stand in one of the biggest technology fair in Italy called SMAU 2010. In general we can say that was a really useful and funny experience and i’ll try to explain you why:

for the first year there was a big pavilion (called “Paths of innovation” or “Percorsi dell’innovazione“) dedicated to the most innovative startup in Italy;
this year the event was especially opened to people interested in doing business and invest in our ideas. In this sense we participated to a kind of speed dating with 26 investors;
we had the attention of a national radio station and have been interviewed by famous local/web television;
we had the possibility to know a lot of nice people that founded like us nice web/mobile (but not only) projects. This part have been very useful because we found out that they have the same needs and challenges of us and we are really convinced that networking between us is the best way for getting new ideas, contacts and opportunities to grow up;

For this last reason we choosed ten of the startups that we met during this event and we will dedicate a part of this post talking about them (they are not ordered by our preferences):

Urli.st is a tool that gives you the possibility to create and share lists of links with everyone in a simple and unique way. You can use it for example for creating the list of your favorite comic books or the linkography of your articles, but the founders are confident that the users will find plenty of creative ways to use Urlist. For more info go on http://urli.st

Amanuens is the easiest way to translate your software. It will finally give the possibility to developers and translators to work in sync saving time, effort and money in the localization process. For more info go on http://amanuens.com

Cibando is an application that will suggest you the best restaurant to go to eat in the city. For the owners of the restaurant is a good channel to promote their activity and getting new customers. For more info go on http://cibando.com

Spreaker represents for sure a revolution in the world of the web radios. With a simple and user-friendly interface gives to everyone the possibility to create their own radio show like a real professional dj. For starting you have to do just three steps: register yourself in the website, click on the broadcasting button and invite your friends to listen your show. For more info go on http://www.spreaker.com

Shreppy, even if is in his beta version seems to be a very useful tool for every shopper. They present themselves like a digital personal shopper, a crowd powered guide that helps the users to find the best offers for buying technological products. For sure it will be a revolution in our buying experience. For trying the beta version ask the invite on http://www.shreppy.it

The GiovaMI crew call themselves the Culturevolution. Indeed the main aim of the project is to reduce the distance between young people from Milano and the world of art, literature, theater and music. This objective will be reached through incentives, discounts and through unconventional methods. The idea is born by the collaboration the Sunrise Agency and the cultural association GiovaMI. More info on http://www.giovami.it

Blomming is a web application that gives to the users the possibility to create in a simple and quick way an e-commerce activity. The name indeed comes from “E-commerce made as simple as blogging”. For starting to sell your stuff you just have to register, upload the photos and the description of your products and then share your e-commerce platform wherever you want. For more info go on http://blomming.com

Here the idea of Prestiamoci: joining internet with a very important human need, lending money between people. The role of this project is to promote this kind of exchanges not having the objective to grow up the interest rate, but the number of transactions with a fair and ethical approach. More info on http://www.prestiamoci.it

Toolmeet is a Firefox toolbar to discover people and navigate in real time with your facebook friends around the web. This application gives the possibility of discovering new sites and talk with people who have similar interests. Toolmeet is not only this, each user can comment sites he wants and share them with his friends automatically, delivered directly to his Facebook profile. For more info go on http://toolmeet.com

Twago is a global web platform that has the objective to join the need of companies to use outsourcing in order to safe money, be flexible and getting access to highly qualified experts, and the need of freelancers to get in touch with good opportunities to work and express their talent. More info on http://twago.com

We want to finish the post of today talking a bit about the coolest things we tried during this fair:

Windows Phone 7
We have to admit that we have been really surprised about the new version of the Microsoft mobile system. First of all because is different from the others. Using it you really have the feeling that your small mobile screen is not that small. What we admired then is the fluidity of the interface, is really well thought and we really appreciated the possibility to be updated in a very easy way about the notification of the app. For sure now Microsoft can be a really great player in the mobile market. And that’s why we are seriously thinking to develop our app also on this platform.

Samsung Wave Lite GT-S5250
The other product we want to talk about is this new smartphone of Samsung. In these day we are trying it in every functionality because we decided to develop the application in their new language Bada. Even if is clear, also for the price that will have, that is not a top level smartphone we really think that it could be a product that the young people will appreciate a lot. We tried for example some videogames on it and we can say without any doubt that was a really cool experience. And for sure we can say that one of the most innovative function is the “Social Hub“, in one application all your social network, great! We think that we will hear talking a lot about these new Bada phones.

The power of the events for networking: AppCircus

Claudio Carnino — Wed, 20 Oct 2010 11:35:06 +0000

Today we want to talk about AppCircus, an event where we participated last week in Milan and that is described on the website like this:

a unique global traveling showcase of the most creative and innovative apps presented by their creators during some of the most influential international events in mobile/web. AppCircus is open to developers, startups and any other organization and offers each participant a chance to get a nomination to the Mobile Premier Awards.

We tell you the truth, at the beginning we were a little bit skeptical about this event, not for the quality of the organization, but especially because we didn’t know if we were exactly the target. But then after participating, we can say that was a really good choice and I will explain you why with three simple questions.

What can you do at the AppCircus event? First of all you have to be the creator of a mobile application, then prepare a short presentation of your project (not more than 4 minutes), and when is your turn explain to the other participants your idea.
Which people can you find in this event? Very different kind of people, not only mobile application producers, but also investors, curious people and telecommunication companies interested in the mobile market (big brands like Samsung or Nokia). All this people have something in common: they really want to hear what you have for them. So don’t be scared to bother these people, they are waiting for you!
What we achieved participating in this event? The day after the event we had the possibility to meet again the Samsung staff for the mobile market, we had the possibility to speak with MobNotes and get some interesting ideas for improving our project and sure we had an happy hour for free . A part from this, we think that is enough for saying that was important to participate in AppCircus.

The majority of these kind of events is organized by MobileMonday, on open community platform of mobile industry visionaries, developers and influential individuals fostering brand neutral cooperation and cross-border P2P business opportunities through live networking events to demo products, share ideas and discuss trends from both local and global markets.

So, if you have any questions or comment about this event or if you have some similar experience with other events.. contact us or leave a comment on this post, it will be useful for every startup!

We are starting again…and stronger!

Claudio Carnino — Fri, 15 Oct 2010 16:26:05 +0000

Hello everybody!

we finally decided to continue to write this blog because we feel that all the startups in the world (some of them have told it to us clearly) need to have a place where they can share experiences, meet other startups and why not, get in contact with some investors interested in their project. Our target is mainly composed by the ones that are really starting and that are making the first steps in this world. Anyway we hope that it will be interesting also for the most advanced ones that probably here can discover new ways to work, grow their network or simply participate in the conversation that will start on the blog!

What will you find on the StartUp Blog?

case studies and interviews to successful startups (how they started, their roadmap and how they use social media and non conventional marketing strategies to promote their project). We will try to focus especially on this last topic because most of the times is the only way that they have!
events and conferences, where we participated and that we think are useful for every startup, even talking about our experiences (what we learned, who we met and so on..);
book reviews, especially books that can be useful for a startup;
surveys, with the hope that will stimulate conversations about different topics and increase the participation on our blog;
tips & tools, where we will talk about some tools that we use in our everyday job, or we make some reflection based on our experiences.

* Ok the last thing.. for the case studies and the interviews we will contact by email the startups that we want to talk about. But if you want to propose yourself for this opportunity write me at fulvio.rubini@jusan.it. I think that you can understand why is important doing this for the visibility of your startup !

Stay tuned!

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