Virgnia Trigo

AUDAX / ISCTE, Lisboa

Virginia Trigo
Virgnia Trigo
Virgnia Trigo
Are you sure?
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Opportunity
The
Entrepreneur
Resources
Organization
Identification
Leadership
and direction
Attraction
and
management
Focus
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Virgnia Trigo
A behaviour (not an occupation /
profession
A process (not an isolated act)
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Pro-action
Innovation
Risk
(calculated)
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Identifying the opportunity
Developing the business concept
Determining resources
Acquiring resources
Implementing and managing
Harvesting
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Virgnia Trigo
Opportunity is a problem waiting
to be solved
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Thats what
entrepreneurship is
about
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Virgnia Trigo
We have a person who stands in line
everyday, for long long periods of time
waiting to pay the toll in highways,
bridges, gas stations, parking lots... He
understands that may be there is
another way.
What does he/she do?
Virgnia Trigo
Virgnia Trigo
Professional skiers are used to train
with ski sticks during their summer
training period. Usually in steep
uphills. Someone realised that why
cannot ordinary people use the same
approach during ordinary conditions
What does he/she do?
Virgnia Trigo
Virgnia Trigo
What is iLove?
iLove is the world's first
Magazine
on a Bottle!
Refreshing, sassy and
very cool,
iLove targets the young,
fashionable woman on
the go.
more
New and creative
distribution channels
can be found
if we just
Keep looking around
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Virgnia Trigo
Thanks to new technology some things have
changed in terms of:
! Time (when things can be done)
! Place (where things can be done)
! Actor (who can do what)
! Constellation (with whom it can be done)
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! A camera that costs about 600 ! nowadays
was about 50,000 ! some 20 years ago
! Youtube gets 35,000 new video clips each day
! There are about 18,000,000 video clips on the
net
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! Opportunity identification is not easy
! Do not focus too much on resources you
currently control
! Always try to rethink established
relationships
! Look into new directions
When has, in your opinion, an entrepreneur failed?
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What is the problem?
What is the solution?
How can it be feasible?
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What does the customer want?
Good
Fast
Cheap
What does the customer really want?
The best return
on his
investment
If it is good and fast, it cannot be cheap
If it is good and cheap, it cannot be fast
If it is fast and cheap, it cannot be good
And yet...
Desirability
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See your customer and
then quantify on a scale
from 0 to 10 / or 0 to 25 as
you prefer...
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Define and Quantify the VP so that it can be
measured and manipulated:
DQM" = Define, Quantify, Measure, Manipulate
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The market!!!!
Focus on what is really important!
Your VP must be compelling
Intentionally your company is designed over the VP
The market will establish the basis for the VP
The market is dynamic. Your VP must be dynamic too
All designs will become obsolete
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1. Articulate it
2. Discuss it
3. Improve it
4. Sell it
Marian is studying entrepreneurship in
the TREPAN project.
His mother, a pharmacist, has just
developed a new formula for a deodorant.
Deodorant lasts 7 days
Marian wants to start up a company to
produce and sell the new deodorant.
What should he do?
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Beat the target
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