This presentation was given to a class of International Management students at the HES-SO of Sierre, Switzerland.

1. HES-SO Valais/Wallis
Institut Entrepreneurship Management
Sierre, Switzerland
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Luca Salzano
Co-founder and CMO @Novertur
/lucasalzano
@Luca_LS87
/luca_salzano
therightsocialmedia.novertur.com
A Born-Global Start-up Case: NOVERTUR
PROSPECT / INTERACT / TRADE
“Seeking Differentiation”

2. 2
Loveis all about finding the right partner.
Businessis just the same.

3. What is Novertur
3

4. Novertur: Overview
4
Some users:
3’500user-companies
5full-time employees
21trade organizations
17’000follow relationships

5. Novertur: Technology
5
Advanced matchmaking algorithm
(big data analysis, semantic, clustering technics)
Financing Development Partner/support
Patenting
process
initiated in EU

6. Novertur: Team
6
+2 developers
Benoit Perroud
Board member (CTO)
Florent Schlaeppi
CEO – Co-founder
Marius Aeberli
Creative Director – Co-founder
Jacques Billy
Board member (CFO)
Luca Salzano
CMO – Co-founder
Alpaslan Korkmaz
Advisor - International business

7. Novertur: A Born-Global Start-up (1)
7
Source: Oviatt
& McDougall,
2005

8. Novertur: A Born-Global Start-up (2)
8
co-founders
marketing
support
software
development
telemarketing
data-entry
management

9. Internationalizing Novertur from Inception (1)
9
Why Born-Global?
• A global concept
• A need for resources we couldn’t have at home
• A will to identify promising growth market
• A global mindset

10. Internationalizing Novertur from Inception (2)
10
Do we have all the skills to develop our product?
NO!
Seed to hire the team
Co-founders savings and
shares to hire the team
The Portuguese
Miracle!
Go international to find
better prices with same
quality skills

11. Internationalizing Novertur from Inception (3)
11
Developing a user-base abroad: Business development

12. Internationalizing Novertur from Inception (4)
12
Developing a user-base abroad: Business development
In some cultures, saying
“yes” doesn’t necessarily
mean “yes”
“Founders must turn
into salesmen”

13. Internationalizing Novertur from Inception (5)
13
Developing a user-base abroad: Trade shows
“Founders must turn
into [international]
salesmen”
“A marketers
generational battle”

14. Internationalizing Novertur from Inception (6)
14
Developing a user-base abroad: Online marketing
• Lower costs
• Measurable ROI
• Manageable expenses
• Perpetual presence
• Smaller cultural gap
• Directly related to our product
Advantages of international
online marketing
“Using internet to
export”

15. Internationalizing Novertur from Inception (7)
15
The Born-Global Novertur
An international value chain
A product designed for international
A simultaneous market launch on several initial markets:
A rapid marketing effort into the global market:

16. Competition
16
“Strategy is about making choices, trade-offs;
it's about deliberately choosing to be different.”
– Michael Porter

17. Competition
17
0
1
2
3
4
5
6
Intensity of
competitive rivalry
Threat of new entrants
- Internet Players
Threat of new entrants
- Consulting Org
Bragaining power of
suppliers
Bargaining power of
customers
Threat of online
substitute products
Threat of offline
substitute products

18. Seeking Competitive Advantage (1)
18
Positioning
Business network SMEs
Internationalization
Online
Quicker
Affordable Relevant (Matchmaker)
The business matching network for SMEs’
internationalization
Pledge: “Find complementary trade partners abroad”

19. Business Matchmaking
Softwares (events)
Social networking services
B2B Marketplaces
Business directories
Digital solutions
Seeking Competitive Advantage (2)
19
Findrelevantinternationalbusinesspartners
(matchmaking)
Build your trusted business network
(networking)
- +
-
+
Which competitors?

20. Seeking Competitive Advantage (2)
20
Business Matchmaking
Softwares (events)
Findrelevantinternationalbusinesspartners
(matchmaking)
- +
-
+
Build your trusted business network
(networking)
Trade shows
Market-Entry Service Providers
(incl. TPA)
Chambers of Commerce
Traditional solutionsWhich competitors?

21. Context:
• Small structure moving quickly
• Clear focus on internationalization of SMEs niche
Seeking Competitive Advantage (3)
21
Doing things better: A combination of skills
Digital Marketing
Internet
Technology
International
Trade
Tailored-product
Small operational costs (burn-rate)

22. Seeking Competitive Advantage (4)
22
Doing things better: Technology partnership
NOVERTUR
• Acquire UNIQUE technology skills (technology transfer)
• Develop the most advanced UNIQUE B2B Matchmaking Technology

23. Seeking Competitive Advantage (5)
23
Facing potential new entrants: Intellectual property
NOVERTUR
B2B Matchmaking Technology

24. Seeking Competitive Advantage (6)
24
Facing potential new entrants: Developing partnerships

25. A Sustainable Competitive Advantage?
No Patent can secure an Internet Start-up!
You’d better focus on your customers and adapt,
given the resources that you have.
25
“The only sustainable competitive advantage is an organization's
ability to learn faster than the competition.”
- Peter M. Senge

26. 26
Q&A
SESSION

27. 27
@Novertur
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@Luca_LS87
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