Category: Startups

  • Waterloo Region StartupFest

    Update: The team at Communitech recognize the gafoo. They are rebranding the event Tektoberfest (which I think is an amazing fun brand that is a fun play on Oktoberfest). Great work by Phil, Iain and a group of people that should be collaborating. 

    Update 2: Looks like the Communitech folks have updated their branding. Calling the event Techtoberfest and the previously mentioned Tektoberfest. They’ve also rounded out the line up with more great speakers including Devon Galloway and Michael Litt from Vidyard, Carol Leaman of Axonify. This means you’ll get 2 Hot Sh!t Listers (Devon and Eric) and 2 more incredible CEOs as part of the line up. Shaping up to be a great event.

    Techtoberfest, Waterloo Region, Oct 11-13, 2012

    Apparently the Communitech team went to the rip, mix and burn school of branding. Founders & Funders – check. StartupFest – check. I guess imitation is the sincerest form of flattery. I gave permission for the Communitech team my support for using Founders & Funders in Waterloo Region. No bitching about that. Not sure how Phil Telio feels about his trademark being reused. I’d be upset. But I digress, maybe serves as evidence that more of the operational money goes directly to entrepreneurs and companies that Communitech helps, because it’s not going into new branding.

    It looks like an amazing event!

    They have a great line up featuring:

    Given the strong history of Entrepreneur Week. And the speakers and types of events lined up, it is set to be a fantastic week.

  • Waterloo mafia invade Toronto

    I’m guessing this is confirmation that Waterloo Region is really just part of the Toronto ecosystem.

    CC-BY-NC-ND-30 Photo by nadiakushnir
    AttributionNoncommercialCreative Commons - By NC-NDSome rights reserved photo by nadiakushnir

    I have seen The Communitech HubSpot space. Not a bad name given the facility that houses Communitech is called The Hub, calling a smaller zone in Toronto “The HubSpot” would make sense. Other than one of the leading CRM vendors based in Boston that has raised a combined $65MM in financing is also called HubSpot. That’s got to be bad for SEO.

    I first saw the Communitech HubSpot space when I looked at moving the Maintenance Assistant offices earlier this year. It’s space located on the 2nd floor of 170 University Ave, that doubles as offices for Phil Deck. Phil was previously the CEO and Chairman of MKS Inc. which was acquired by PLC for $305MM in 2011. Phil is also on the Board at Communitech, which features other key players in the Waterloo and Toronto ecosystem including John Ruffolo of OMERS Ventures, Carol Leaman of Axonify, Ali Asaria of Well.ca and John Baker of Desire2Learn.

    “It’s been a lot of hard work and even more fun putting Waterloo Region tech on the map with the help of a hugely supportive community.”
    Iain Klugman, Communitech Marks 15 Year Anniversary of Supporting Waterloo Tech

    Communitech in Toronto

    It’s great news as Well.ca already has offices in Toronto. Previously Waterloo-based companies like Top Hat Monocle have moved to Toronto. There are a large number of Waterloo alums actively working in the Toronto startup ecosystem (I’m a UWaterloo alum along with Farhan Thawar, Zak Homuth, Zach Aysan, John Phillip Green, Dan Holowack, Oshoma Momoh, Bruce Chin, Garry Seto, Mike Rhemtulla, Monica Goyal and that’s just off the top of my head).

    Too bad they chose to leverage an existing StartupNorth brand for the event. The least they could have done was invite us. Oh well, they stuck with our own “invite only” model.

     

  • For Startups, Target Audiences can be a Challenge

    Bullseye by Joe Prosperi (prosperij) on 500px.com
    Bullseye by Joe Prosperi

    Within a marketing strategy, it goes without saying that target audiences are a key consideration.

    For all the focus on nurturing an idea, addressing a point of pain and developing a product, the ability to achieve traction hinges on the ability to connect with target audiences. Again, it’s an obvious statement.

    The trick and challenge is identifying target audiences, their demographics, needs and buying behaviour. For some products, target audiences can be straightforward, while other products appeal to a variety of target audiences with slightly different needs.

    For startups, getting a good grasp on target audiences can be a challenge because they may not have the resources to conduct in-depth research – be it through surveys, interviews, focus groups, etc.

    It means developing target audiences can be a quasi-guessing game that include a number of assumptions. In an ideal world, these assumption are pretty accurate so a startup’s sales and marketing activities are aimed in the right direction.

    It also possible the target audiences that had been identified are either not right or a startup attract customers who weren’t originally identified or seen as a priority.

    It is important to continually get as much information about their customers. Who are they? How did they find you? What are their needs and motivations? How did you find you? What alternatives or competitors did they consider?

    Getting this information provides valuable insight that can confirm target audiences or deliver eye-opening information about new customers and new sales opportunities.

    So how does a startup begin the target audience process?

    It begins with creating personas that identify a customer’s age, education, needs, goals, purchase risks, how they get information and do research, and the buying process. This will help you create a pretty good buyer profile. Keep in mind, there can be multiple buyer personas for your products.

    Buyer personas provide direction and insight into the ways to reach the different parts of your target audiences. If possible, you can interview people who fall into these buyer personas to test your assumptions and, if necessary, tweak or overhaul them.

    The reality for startups is nailing their target audiences can be difficult to achieve out of their gate. But by taking the right approach, you can establish a good foundation upon which to build.

    Editor’s note: This is a cross post from Mark Evans Tech written by Mark Evans of ME Consulting. Follow him on Twitter @markevans or MarkEvansTech.com. This post was originally published in Sept 18, 2012 on MarkEvansTech.com.

  • How to get the most out of AngelList: As a VC and as an Entrepreneur

    I love AngelList.  I truly believe it is disrupting the way early stage deals are being discovered and funded.

    When I was with BlackBerry Partners Fund (now Relay Ventures), I used AngelList to virtually meet and screen tons of companies.  I set up Super Fridays for myself, filling my mornings and/or afternoons with back-to-back 30 minute calls with 10-12 companies.  I really recommend this to any young VC looking for both dealflow and honing their game.  The velocity and juxtaposition of all these entrepreneurs, pitches, and companies really taught me how to evaluate deals along the VC spectrum:

    • (NO) polite and immediate no thank you
    • (NOT YET) check back with traction
    • (NOT SURE) send me your pitch deck so I can another set of eyes on this
    • (POTENTIALLY) let me bring this up at the next Monday partner meeting and see if someone bites
    • (YES) holy moly let me get John Albright right now

    All told, I probably screened 150-200 companies every three months on AngelList alone.  Ultimately, after all those Super Fridays, the firm funded two great companies: PubNub and ClearFit.

    Now as I sit somewhat on the other side, running Extreme Startups, I am spending time trying to get VCs to view our companies’ AngelList profiles.  To help figure out what companies should be doing on AngelList to help maximize their exposure, we at Extreme Startups recently had a session with Ash Fontana from AngelList to get his advixe.  Ash shared some best practices that I’d like to share with our community.  His advice included a lot of great tips and some common sense details that time-crunched entrepreneurs might glance over.

    Company Profiles

    1. Fill it out completely.  All the sections and tabs.  Comprehensive profiles are definitely the best so that there is both pertinent and substantive information.  One good tip is for the Founder Bios – include university info as well as some investors search for key schools.
    2. Be open / generous with information.  Specifically for the Fundraising tab, the Deal Terms should be filled out.  You don’t need to put valuation, but some indication helps investors looking for certain price ranges or structures (convertible note vs. equity).
    3. Use graphics – slides, screenshots, graphs, and videos to make a static page pop.

    Key tips to stand out

    • State the most original thing or function your product and company does.
    • Information about the market size is key.
    • Name something extraordinary about your company or founders.
    • State the hardest problem you solve.

    How do you get featured?

    For those lucky four startups on the feature page on the front page of AngelList, what is the process to get there?  It’s curated by Ash, who uses a number of different tools to track interest and traction.  Note that there are now over 80,000 startups on AngelList, with ~100 getting added every day.  Only five get featured per week – so only top 0.5% have the chance to be featured.  We are lucky to have our alumnus Granify on the feature page!  ShopLocketSimplyUs, and Verelo all have great profiles as well (shameless plug).

    So what should you do after your profile is up?

    1. Be active.  It’s a social network.  Start and engage in conversations.  Follow interesting companies, entrepreneurs, and investors.  Comment on people’s status updates.  Refer interesting deals to other people.
    2. Be proactive.  Reach out to investors and advisors.  Ask for referrals and recommendations!
    3. Match your offline activity to your online profile.  Add an advisor or investor?  Make sure you AL profile reflects that.  Have your network post and share your traction and successes online!

    Other AngelList resources recently launched

    • AngelList Docs is in beta, but only for US incorporated companies for now.  It’s a great resource to close your deal online, industry standard docs and no legal fees.
    • AngelListTalent recently launched and helps startups recruit, and talent identify great jobs.  It uses a double opt-in structure, so you only get shown the jobs of the companies you follow.  It’s a great resource for recruiting.

    Hacking AngelList articles

    Lastly, Ash mentioned he loved and supported the hacking AngelList posts.  Somewhat analogous to the black art of gaming the iTunes stores, there are ways to succeed on AngelList outside of what is included in this post.  I just googled and found a couple of hits.  There are the most useful imho.

    Final thoughts

    I really hope more Canadian companies use and publish on AngelList, Gust, and others.  It’s a great way to get your profile out to Canadian, US, and international investors.  Not to mention its a great way to help entire cities and regions get noticed for great deal flow.  Maybe some young VC down south will start arranging their own Canadian Super Fridays…

    Please follow me on AngelList! (and Twitter).

  • Startup Ping Pong TO

    Startup Ping Pong TO - Nov 1, 2012 at SPiN Toronto The team at massively scaling Wattpad is hosting a ping pong tournament. The event is intended to bring together the startup community in Toronto by creating a inter-company ladder for ping pong.

    “We really want to start creating a dialog between startups in the city – no better way than to create some healthy competition!” – Tarun Sachdeva

    Companies will compete at the main event will be at SPiN Toronto on November 1st.

    There’s two ways to participate:

    1. Register a startup team
      The top 2 players will represent the startup in a single-elimination tournament. These are $50/team and are on sale now.
    2. Attend for casual play
      Anyone can buy tickets just to come play and network with others in the community. These are $10/person, and go on sale once team registrations are complete.

    In case you’re wondering, both of these include drink tickets and appetizers too.

    The bracket is filling up quickly. This includes Wattpad, Zynga, Jetcooper, FreshBooks, BNOTIONS, and others.

  • Don’t Panic: A Hitchhiker’s Guide to Toronto Startup Ecosystem

    Rob Go published his Hitchhiker’s Guide to the Boston Tech Community, and it got me thinking about how much of the Toronto Tech scene has changed over the years. This is a my view of the players and contributors in the Toronto Startup Ecosystem. It is not a comprehensive list. It’s designed to be an overview. If you want more detail, seek it out.

    The first rule of this community is:

    ” Create more value than you capture.” – Tim O’Reilly

    If you can’t figure out how to add value, then you are doing it wrong. It probably means that you’re ruining the experience for someone else.

    Monthly/Semi-Regular Events

    • Mentor Mondays – hosted by Howard Gwin of OMERS Ventures. Probably the best networking event for funded and looking to get funded startups. Includes Howard’s network of CEOs, founders, consultants and other crazies that can provide real world advice. This is the best CEO event in the city if you can get an invite.
    • Founders & Funders – An invite only event hosted semi-regularly by use here at StartupNorth. It’s designed to bring together the people the start high potential growth companies and the people that fund them. It is invite only, requirements vary if you are a founder or a funder. For funders, we like to see 2 investments of >$100k in the past 12 months, and we try to vette founders to be fundable (and we’re often wrong)
    • SproutUpTO – Hosted by Jon Spencely and the Sprouter crew. Roughly monthly meetup that follows the startup demos and a big name keynote speaker. Event is approximately $12 to attend. Has hosted big names like: Daniel Burka, Tony Conrad, Matt Meeker, Sean Ellis, and others. Many of the keynote speakers and the startups are “high potential growth technology companies” but I find that  the audience and the networking is mixed.
    • TechTalksTO – Great semi-regular series of talks by technologists for technologists.
    • StartupGrind TO – Semi-regular access to startup speakers including Paul Singh, Eric Migicovsky, and others
    • Ladies Learning Code – focused on teaching development skills to newbies (of all genders).
    • DevTO – monthly developer educational events. Broad focus on industry trends and specific development environments.
    • Creative Mornings TO – Monthly breakfast series for creative types. Tends to aim more agency side but a great show.
    • Pecha Kucha TO – Pecha Kucha is the format that started it all. 20 slides x 20 seconds. It’s another event that tends to be aimed more at designers and agency folks. Presentations are always interesting.
    • Third Tuesday Toronto – Primarily for communications professionals (think PR and media types) with a focus on digital media and emerging best practices.
    • DemoCamp – I have hosted DemoCamps since 2005. They started as a way for entrepreneurs, developers and designers to get together and share what they’ve been working on. They grew to >500 person networking events. There are currently no plans to host anymore.

    Smaller Events & Meetups

    • Toronto Ruby Brigade – Great learning series primarily aimed at beginners, but becoming more advanced, includes book club series, hack nights at Influitive, and lessons/lectures about specifics of building and craft in Ruby.
    • Rails Pub Nite – Totally a social event. It’s a great way to figure out who is hiring in the Ruby scene and to meet others using Ruby. Hosted by the Unspace crew at the Rhino on Queen Street West.
    • Django/Python Toronto – This is a set of crazy Python devs. It is also not for the “recruiters” or bullshit artists. Go if you are using or considering Python on a project and you want to talk to the best. And don’t be a douchebag.
    • HTML5 Web App Developers – This is an educational event. It is broadly HTML5 and web app technologies. But the sessions are well put together and cover the craft. Good beginner through advanced.
    • Hacks/Hackers Toronto – The intersection of journalists and technologists. This is a very strong community. But it is really focused on the intersection of journalism and new tech.
    • StartupDrinks Toronto – A monthly social for entrepreneurs. Most recently hosted at Hotel Ocho on Spadina between Queen & Dundas. It’s noisy. I cofounded the event, though I don’t attend very often anymore. I don’t find that I benefit from the networking. And if I really wanted to drink with friends, well I do that.
    • NerdLearn – I have never been. It is hosted by The Working Group and Dessy Daskalov who I think is amazing. I’m still bummed out that she turned down my job offer.
    • TiE Toronto – Interesting with Haroon Mirza as part of the organization committee. Great mentoring group with startups like Cognovision and Verold participating the in the recent past.
    • MobileStartupsTO
    • LeanCoffeeTO – These happen regularly, every Tuesday at 8am. I don’t find a lot of value in the discussions. So maybe I’m doing it wrong. If you are new to the lean methodology, or you just want to talk with other entrepreneurs that are using lean.
    • Hadoop User Group  – Relatively new event. People look awesome. Focused on Hadoop, Map/Reduce and data science. I think it’s going to be good.
    • GeekGirlsToronto – Great networking group aimed at connected geek girls, tech savvy women in the GTA. Events cover everything from women founders to Arduino.

    Annual Events & Conferences

    • Canadian Innovation eXchange (CIX) – This i An event hosted by Achilles Media, has proved to be a launching ground for some of Toronto’s best acquisitions.
    • HoHoTO – Annual holiday party. It is a must attend event.
    • TiE Quest – hosted annually. $50k non-dilutive prize. Hosted at MaRS. Previous winners include Cognovision.
    • TEDxToronto – Annual event using the TEDx. Great community production.
    • Mesh – Could be described as the grand daddy of Toronto 2.0 events. Usually happens in the spring. Mesh is a 2 day event that focuses on how the web is evolving and affecting every part of our lives: government, policy, marketing, entertainment, etc. Produced by Mark Evans, Rob Hyndman, Stuart MacDonald, Mathew Ingram and Michael McDermett.
    • OCE Discovery – Event aimed at government support of local innovation. I have paid for a ticket in the past, particularly when they’ve had keynote speakers I wanted to hear. But generally this is an event for those connected with OCE. Next one will be May 27 & 28, 2013. Strong focus on companies that have been supported by OCE with strong manufacturing, ICT, and healthcare showing.
    • ThroneOfJS – was the latest in a series on Ruby and Javascript events hosted by the Unspace crew. Prior to Throne of JS, the Unspace crew hosted Future Ruby. These are great local events with world class talent.
    • AccelerateTO – hosted by the C100. Great social event. Keynote at the last one was from Google Canada, interesting but not stellar.
    • AndroidTO – hosted by the BNOTIONS crew. 3rd year. Focused on education around mobile development.

    Online Resources and Newsletters

    Recruiting Resources

    University, Government & Not-for-Profit Resources

    Coworking Spaces and Accelerators

    Entrepreneurial Design & Development Firms

    Canadian Investors

    Places to Hang

    • Sense Appeal – Great coffee. Lots of folks from Mozilla Toronto, ChickAdvisor, Nascent Digital and others.
    • Dark Horse on Spadina – It’s downstairs from the Centre for Social Innovation. Lots of
    • Jimmy’s Coffee – Very likely to run in to Rocketr, Jet Cooper, EndLoop Studios, Guardly or Massive Damage.
    • HackLab.to – great hacker space in Kennsington Market, and you’ll see something that will blow your mind, guaranteed. More anarchist hacker than startup entrepreneur. But its an amazing collective of people.

    Journalists and News

    Looking for Offices Space?

    • I used Jay Littlejohn at Cushman & Wakefield. He helped Influitive and others.
    • Centre for Social Innovation with 215 Spadina and the Annex has great brick and beam space.
    • BNOTIONS has a large space in St. Lawrence Market. They are actively looking for sublet tenants.
    • Companies are located all around Toronto.
      • Wave Accounting is near Queen & Carlaw
      • Wattpad is near Yonge & Sheppard
      • Top Hat Monocle is near Yonge & College
      • There is a big cluster near Queen & Spadina: Influitive, Guardly, Extreme Startups, Endloop Studios, Jet Cooper, Rocketr, Unspace, BuzzData, Big Bang Technology, The Working Group, and more.
      • Facebook Canada is near Yonge & Eglinton
      • Dayforce is located near Yonge & York Mills
      • Xtreme Labs is near Yonge & King St.

    Scaling Companies to Watch (probably hiring)

    Some to Follow

    Entrepreneurs, Thought Leaders, Gadflys and Others

    • April Dunford  – April is probably the best marketer in Canada. If you are a startup and you are marketing, thinking about marketing or just want to learn about marketing go read her stuff. She’s the BEST.
    • John Philip Green  – John is an EiR at Hedgewood. In the past he was the CTO at CommunityLend/FinanceIt.ca. He was also the founder of LearnHub. His style is second to none.
    • Zak Homuth  – Founder of YC alumni Upverter.
    • Farhan Thawar  – VP Engineering at Xtreme Labs. Absolutely amazing. I think he’s Hot Shit.
    • Jonas Brandon  – My friend and cofounder of StartupNorth. He’s been in at least 2 deals I wish I listened to him on.
    • Amar Varma  – Founder of Xtreme Labs, Extreme Venture Partners, hustler extraordinaire.
    • John Ruffolo  – Runs OMERS Ventures, previously at Deloitte & Touche. Connected at all levels.
    • Howard Gwin  – I’ve referred to Howard as the best VC in Canada. He has the midas touch.
    • Matt Golden  – New fund. Making waves. He’s going to go far.
    • Mark Organ  – Founder of Influitive. Just raised a massive round. Previously founder of Eloqua.
    • Mike Beltzner  – Director of Product at Wattpad. Previous ran Firefox at Mozilla.
    • Mark Surman  – Director of Mozilla Foundation. Unbelievably forward thinking in technology, community and family.
    • Scott Pelton  – I think Scott had the best IRR of any Canadian VC. He’s kicking off Round13. Someone to watch once the fund is closed.
    • Sandy Scott – Partner at Tandem Expansion Capital. Time in Boston and Silicon Valley. HBS. Very smart.
    • Sue McGill – Executive Director of JoltCo accelerator at MaRS.
    • Krista Jones – Practice Lead for ICT or ICE at MaRS
    • Andrew Peek – Founder of Rocketr, previously at Freshbooks.
    • Andy Yang  – Andy runs Extreme Startups. They had a small but amazing first class.
    • Satish Kanwar  – Founder at Jet Cooper. Founder at Lean Coffee TO.
    • Chris Eben  – Partner at The Working Group. Organizer of StartupWeekend.
    • Derek Smyth  – Partner at OMERS Ventures. Doing amazing deals. He’s the work horse.
    • Roger Chabra  – Partner at Rho Ventures. Dividing time between Montreal, Toronto, SF, NYC, and other places. New fund. Very stylish.
    • Sunil Sharma – Connector at Extreme Startups. Connected to more people than are in Canada.
    • Allen Lau  – Founder and CEO of Wattpad. Big vision. Just raised from Khosla Ventures, Union Square and GoldenVP.
    • Kirk Simpson  – Founder and CEO of Wave Accounting. Big raise from CRV, Social+Capital, and OMERS.
    • James Lochrie  – Product lead and founder at Wave Accounting.
    • Adam Goucher  – Principal at Element34. Focused on Q&A and testing. Wrote Beautiful Testing.
    • Greg Wilson  – Founder of Software Carpentry. Loves the Python. Former CS prof at UofT. Wrote Beautiful Code.
    • Heather Payne  – Founder of HackerYou and Ladies Learning Code.
    • Kunal Gupta  – Founder of Polar Mobile and Impact at UW.
    • Joseph Puopolo  – Founder of Printchomp. Previously at StickerYou
    • Mark McQueen  – President & CEO of Wellington Financial, Chair of the Toronto Port Authority. Great blog focused on Canadian growth captial.
    • Daniel Debow  – Founder of Rypple. Part of the Workbrain diaspora.
    • David Ossip  – Founder of Dayforce, Workbrain and other ventures.
    • Richard Reiner  – Angel investor and operator. Founded security firm Assurent. Sold eNomaly.
    • Saul Colt  – The Smartest Man in the World. A great PR/media hacker. Expert at word of mouth and social media.
    • Amber MacArthur  – Entrepreneur, television host, podcaster. Writes for Fast Company.
    • Leila Boujnane  – Founder of Idee and TinEye. Often host of DemoCamp, GeekGirlToronto and other events. Wickedly smart.
    • Jesse Rodgers – Founder of TribeHR, former director of UW Velocity, now running Rotman Venture Lab. Strong insights in to incubator metrics.
    • Dan Servos – CEO of Locationary. Previously sold SocialDeck to Google.
    • Rob Hyndman – Awesome startup lawyer. Founder of Mesh.
    • Mark Evans – Former/sometimes current journalist. Consultant focused on startup marketing and media communications. Founder of Mesh
    • Michael McDerment – CEO and Founder of Freshbooks. Founder of Mesh
    • Rick Segal – Founder of FixMo. Previously VC at JLA Ventures.
    • Ali Ghafour – Founder and CEO of ViaFoura
    • Suresh Bhat – Associate at ExtremeVP
    • Bram Sugarman – Associate at OMERS Ventures. Previously at Uken Games and Extreme Ventures.
    • Damien Steel Senior Associate at OMERS Ventures
    • Jennifer Lum – Cofounder Adelphic Mobile, previously at Quattro Wireless. Extreme Startups mentor.
    • Estelle Havva – Industrial Technology Advisor at IRAP. Been involved in this community since the beginning. Practical and can help you with IRAP
    • Ilse Treurnicht – CEO of MaRS. Big budget, big real estate, big salary and hopefully big impact.
    • Albert Lai – Working on Big Viking Games, previously Kontagent, Bubbleshare and others. Original cohost of DemoCamp with me.
    • Ali Asaria – Founder of Well.ca, creator of Brickbreaker. Just awesome.
    • Tonya Suman – Centre for Social Innovation. World leading thinker and doer on social innovation and community ecosystem. Based here in Toronto.
    • Pete Forde – Founder of BuzzData, Unspace and other things. Photog, audiophile, and all round great guy.
    • Jay Goldman – Jay has moved on to Klick Health. Jay founded Radiant Core, did the UI for Firefox 2.0, helped build ZeroFootprint. If you can get his time to talk social or product, it is worth it
    • Jon Arnold – Big in the telco and smart grid space.
    • William Mougayar – CEO of Engagio. Previously Equentia. The man and the product allows him to participate in comment conversations across the web. Responsible for helping bring Fred Wilson to Toronto.
    • Follow @heygosia – CEO and founder of LearnHub. Technical, product, leadership, growth. She’s amazing. Doesn’t get enough credit.
    • Jim deWilde – Teaches in B School. Wrote much of the policy on innovation, government fund of funds, key behind the scenes player. Plus he’s awesome.
    • Zach Aysan – Big data guy. Currently 500px. Previously Algo Anywhere and Rocketr.

    Waterloo

  • Creating a Referral Engine for Your Startup

    This post is recap on some of the highlights from a how-to created by Ilya Lichtenstein of mixrank.com. I feature some of the most impressive startup strategies we encounter at StartupPlays and share them free, here at StartupNorth.ca. Enjoy.

    We recently did some work with a brilliant young guy named Ilya Lichtenstein from Mixrank.com, a company which has seen early investments from 500 Startups, Y-Combinator, and Mark Cuban. While in college Ilya was working side jobs with startups and getting deep into the affiliate marketing world. He grew a $300 investment into six figure revenue numbers in his first year. He has applied the behaviours and characteristics of major affiliate programs and adapted them to  smaller scale customer referral programs for startups, this is his “best practice manual for building a customer referral program”:

    Major Affiliate Programs

    Websites like Amazon and Netflix have elaborate affiliate networks anyone can join and receive an affiliated commission from a signup or purchase on their websites. This works because these companies have determined some of their most important baseline metrics, things like:

    • Cost per acquisition of a customer
    • Lifetime value of a customer
    • On page conversion rate
    • Variants between traffic sources
    • Cost of buying traffic within the industry
    They use these metrics to determine what affiliate commissions they can set for the business to turn the channel into a profitable one. If affiliates can purchase traffic at a cheaper price than the payout (typically between $0.50-$4.00 per click) then the program is sustainable. You’ll need to determine what these numbers are for your startup, even if you ball park it, here is an excel template that will help you do it.

    How Building your Referral Engine is Different

    A customer referral engine is a lot like an affiliate program only scaled down and involves much higher participant engagement. Building a referral program is not for the light of heart but has massive payouts for everyone involved. When creating a referral engine you won’t want to label participants “Affiliates”, but instead something like “Partners”. Your “Partners” will be composed of two segments:

    1. Existing Users
    2. Content Producers within your Niche

    Existing users are easy advocates since they’re already familiar with your brand and understand your offering. Incentivizing them to tell others what they may already be telling people is a win-win.

    Content Producers within your niche have clout and often an engaged audience on the web, they may even be looking to monetize their content and this provides them with a non traditional medium that has higher revenue potential and that sucks a lot less than one site ads.

    Compensating your Partners

    As an early stage startup your base metrics probably wont warrant a direct flat fee compensation for a new lead, you’ll be compensating partners in your referral program based on a percentage of or flat fee per paid conversion. Be careful to avoid revenue share in perpetuity, this may hurt you down the road when approaching investors. Major Affiliate programs will payout anywhere from  $30-$40 for a credit card submit on their site (this is what you’re aiming for). If you have the ability to set up coupon codes on your website, give your partners a custom coupon code, this instantly creates a value add for their audience and makes it easier for them to share with people they know. (People LOVE sharing deals)

    1. You’re an e-commerce vendor: Give partners a commission on each sale they drive.
    2. You’re a SaaS vendor: Give partners straight cash per transaction, if your offering is tiered your affiliate commission can be as well.

    When you setup an affiliate program you are effectively sharing the risk and the reward.

    If your sales funnel is: visit page -> email submit -> purchase

    You can compensate affiliates for either the page visit, the email submit, or the purchase. You will need to compensate the affiliate more for actions that are further into the funnel, as you are placing the risk on the affiliate to convert the user. If you compensate them at the start of the funnel, you can pay them less and the risk is on your side to convert them.

    You will need to determine the right risk / reward ratio to determine which action will be most profitable – and attractive – for both you and the affiliate.

    Tracking Referrals

    You need to use a third party to track referrals, this guarantees no foul play on your side ands building confidence in your program into your program. It also helps limit fraudulent activity, you can review partners as they apply, and send payouts once customer payment has been confirmed on your end.

    Here are some third party services you can use to set up a program like this:

    1. Zferral – I prefer Zferral to others because of its ease of use, and support. If you’re having issues with setting up you can use their support centre to screencast your issue and have it resolved within a few hours.
    2. HasOffers – Custom referral programs, easy setup.
    3. LinkTrust – This is a costly alternative, but is the undisputed gold standard within the industry.

    White Glove the Entire Program

    Send your partners a monthly recap, keep them updated on how other partners are doing, and how the program is a smashing success! It will keep them involved and give them a benchmark for how well they can do, and how much money they can make by being part of your program.

    The customer referral engine is a win-win channel for driving online sales generally untouched by most early stage startups. If you have a startup that could benefit from a referral program, talk to us in the comments!

    photo credit – armando cuéllar

  • Win a Ticket to GrowConf 2012

    We at StartupNorth are huge Grow Conference fans. We’ve been lucky to be involved since it’s inception in 2010. There are great industry events around the globe (think Mesh in Toronto, ad:tech in SF and NYC, OSCON in Portland, Dreamforce in SF, SxSW in Austin, etc.) there are only a few events aimed at enabling Canadian emerging technology companies (Grow, StartupFest, CIX). It’s not to say there aren’t events focused on emerging technology entrepreneurs: Under the Radar, Launch, Disrupt, Demo. It is the focus on empowering and enabling Canadian entrepreneurs that make Grow special.

    As part of this we’re working with Debbie, Clare and the Dealmaker team to give away a ticket to Grow Conference and a Nokia 800 phone.

    If you want a shot at winning the phone and a free ticket to GROW2012 on August 23rd, all you have to do is the following:

    1. on Twitter
    2.  on Twitter
    3. this post (including the hashtag #GROWNokia)

    This contest starts now and ends August 13th at 3pm PT.

    Winners will be notified via Twitter on August 13th at 5pm PT.  Your ticket and Nokia 800 will be waiting for you when you arrive at the registration table at GROW 2012. Good luck! (*You must be in attendance to get the phone, will not ship).

    The GROW Conference is one of North America’s leading technology conferences and is the place to meet your future business partners, investors, and mentors. This year’s speakers include Cheezburger Network, Box.net, Modcloth, Zendesk, and more speaking about how they’re keeping up and staying relevant in a new era.

    If you don’t win, we have a $100 discount using the promo code: SN when registering for Grow.

  • Atoms are the new bits

    Today seems to be an Upverter kind of day, don’t believe me. Check out Zak’s post on the Toronto startup ecosystem.

    CC-BY-20 Some rights reserved by oskay
    Attribution
     Some rights reserved by oskay

    Hardware startups are back with a vengeance. Thomas Tunguz (LinkedIn, @ttunguz) of Redpoint Ventures talks about his investments in hardware startups Sonos and Electric Imp. There are new set top boxes, watches, game controllers and entire communities around making and sharing. The rise of the Internet of things, sensors, and open hardware platforms like Raspberry Pi, Arduino and BugLabs are making it easier for activists, hackers and organizations to design, build, distribute and monetize hardware projects.

    We are lucky in Toronto to have HackLab.TO, Upverter, Media Lab Toronto, Site3 and others working on cool hardware based projects. Are you interested in learning about building hardware projects? Curious at designing, testing and building a hardware project?

    Hardware Hackathon by Upverter, Aug 10-12, 2012 in Toronto

    The Upverter team and a bunch of other from around the GTA are hosting a hardware hackathon August 10-12, 2012 at the Mozilla Opensource Space. All you need is an interest in physical prototyping and a laptop (go crazy if you want to try to do circuit board layout on a mobile phone or tablet).

    Should be an awesome time.

  • Toronto is broken

    Editor’s Note: This is a cross post from Zak Homuth (LinkedIn, @zakhomuth) originally published August 7, 2012.


    Image by John Cavacas link

    I’ve got bad news. And I don’t really know a better way to say it, so I’m just going to tear the bandaid off, one motion, no fucking around. Here goes…

    Toronto is broken.

    Ugly right? We’re the 4th most active startup ecosystem in the world. We’re the largest ecosystem in Canada. And were the best non-US city for funding.

    But there are some very serious problems under the covers.

    Toronto is a young startup ecosystem, largely because it wasn’t always possible to run a startup here. This has 2 effects as far as I can tell. The first is that most of the entrepreneurs here in Toronto are very young, the average age is definitely lower than the Startup Genome Project average of 33. And the second is that almost all of us aren’t tied to Toronto. We have all been somewhere else, worked somewhere else, and got money somewhere else.

    Weak Founder Network

    Being young & unconstrained means we don’t brag about or lean on our native networks in Toronto. We brag about our investors and mentors in the valley (like we all haven’t been), we try to impress our Toronto network instead of learning from them, and we don’t trust our peers here to help us succeed. Its ok. And its pretty normal from what I’ve seen in other fledgling startup communities.

    BUT until we can trust and work with our peers here in Toronto the community will continue to flounder. We will continue to leave (not necessarily a bad thing). We will continue to NEED other networks. And getting together will continue to be about bragging instead of helping and learning.

    Small Ideas

    I’m not sure if this is because the ecosystem is so young. Or because our service providers think they run startups. Or because we’re a largely Canadian club. But our ideas on average aren’t world changing. We dream of things that already exist. We dream of parts of other company’s visions. We dream of features. We dream of being an Instagram for Instagram rather than Facebook, Go instead of Google, CRM instead of Salesforce.

    This is a theme across the startup galaxy right now. But we aren’t helping. Why not be the place big ideas come from? Why not be known for dreaming bigger? Lets be frighteningly ambitious. Lets change something. Fuck the $25MM Google acquisition. Can we please do a little bit more than building another feature for Salesforce?

    Crossing The Scale Gap

    We have almost zero entrepreneurs and early employees experienced at scaling. It might even be the real reason for the pre-scale acquisitions lately. We can’t cross the gap. Who are you going to hire to scale your marketing? What about sales & bd? Or support? Or product management? Have they ever done it at a startup before? Better still, will they – without a question – give you an unfair advantage because of how awesome and repeatable they are at it? I doubt the list is any longer than a few names for each – and I bet most of them are running their own startups or have retired.

    There is a huge void here that doesn’t exist in SF or even NYC. We have very, very few startups that have achieved scale, cycled, and produced experienced founders or employees that want to go back out and do it again. This is why so many of our startups open offices in San Francisco or Palo Alto. Will you? Does it bother you that you have to split up your team, or move? You need to move if thats how you win – but could we ever help each other to do it here at scale?

    Mentorship

    Its pretty weak in Toronto. Its a side effect of the same lack of experience. The same lack of cycling. And there just isn’t the same kind of culture of free giving that exists in the valley. We have this sort of East Coast I work to get paid mentality that doesn’t jive so well with mentorship. All that being said I can’t fix this. This is a huge problem that has cultural roots, a lack of raw material, and well all be dead (or at least our startups will be) by the time it gets fixed.

    My advice: Get a mentor in the valley, and figure out how to use skype.

    Capital

    Don’t waste your time raising in Toronto. If you can and do raise elsewhere Toronto will pay attention. If you can’t, they still wont. And the best part is you don’t need permission to be in Toronto anymore if this is the right place to run your business.

    My advice: Raise the money where you can, run your business where you need to, and get the fuck back to work.

    But…

    There still are some pretty great things about Toronto. Hell, I haven’t left yet. The talent here is A+, the money goes further, the government helps, its one of the biggest economies in North America (ie. fuck loads of customers), and you can build a first class startup culture of first class talent that has worked at startups in the valley and abroad.

    So lets fix the broken parts. I think its still worth it.

    Too much words? In picture form!

    Problems I’m trying to fix:

    • Build a stronger founder network
    • Encourage and enable bigger ideas
    • Fill-in or otherwise enable companies to cross the scale talent gap

    Things I’m NOT trying to fix:

    • More and better mentorship
    • More and better capital

    About Me

    Upverter is my 3rd startup. I dropped out of highschool, and then university, both times to run startups. I’ve worked in Ottawa, Waterloo, Stuttgart, Bangalore, and Mountain View. I have never lived in Toronto before, so it’s a first for me, but we’re here because it’s where our team wanted to be. And I’m not ok sitting back and letting this opportunity – to make Toronto kick more ass – pass me by.

    Wanna join the cause?

    Shoot me an email ([email protected])