By Francis MoranÂ
Regular readers of my posts will know that I spend a fair bit of time in the Waterloo region where both the buzz and the substance of the startup scene seem to get louder and more solid every day. (And before folks in Ottawa think I’m ignoring my hometown, let me acknowledge the high-energy, very high-volume event at  recently where the  brought together an extraordinary collection of entrepreneurs, angel investors and an encouraging cross-section of the local ecosystem. I left quite hoarse from all the fantastic conversations I had, many of which revolved around great things happening on the Ottawa scene.)
I spent much of last week in Kitchener-Waterloo, however, and, as always, came away with a bunch of favourable impressions.
Communitech launches new incubator program
The big announcement at  last Tuesday was a sneak peek at the economic development organisation’s new incubator program, . Called , the program offers $55,000 in cash to each of the 90 companies it will enrol in 10-company cohorts for a three-month “sprint to demo day†over the next three years. Graduates get a further $150,000 in convertible debt and an ongoing 24-month program of support that includes “a brief stint†in Manhattan.
There are now tonnes of incubator and accelerator programs from which entrepreneurs can choose. I like HYPERDRIVE’s richer-than-usual up-front investment — most such programs pay out no more than $15,000 or $20,000, a sum that barely covers living expenses during the typical three-month program duration. Even better, it is becoming quite clear that companies exiting such programs need a further immediate injection of cash, with many unable to wait for the post-demo-day dance with venture investors to wind its lengthy way to an eventual investment. So the $150,000 is an attractive add-on component of HYPERDRIVE, as is the Manhattan stint if it gives the companies meaningful exposure to the investment and supply-chain ecosystems there.
(I don’t think I’m colouring outside the lines here when I report that Invest Ottawa’s  told me last night that some equally good investment-related news will soon be announced here in Ottawa.)
Great keynotes at leadership conference
While on the topic of the leadership conference, I thoroughly enjoyed its three keynote speakers, two of whom exceeded my slightly jaded expectations of what I was going to hear.
I have long been a believer in the spiritual health benefits of what was once quaintly known as counting your blessings. However, the cynic in me was prepared to be underwhelmed by what I thought might be little more than a bunch of pollyanna tritenesses from author and blogger , whose  blog and subsequent books have exploded from an exercise in personal spiritual recovery to a global phenomenon. (Coincidentally,  to a five-posts-a-week blogging schedule was revealed in Toronto last night and is on his blog today.) Pasricha, who coyly ignores his Harvard education and demurs that he “works at Walmart,†electrified the crowd with his honest vulnerability and impressed me with how he has drilled through the small joys of his web project to examine the sociological merits of finding happiness in the mundane but still meaningful small moments of our lives.
Publishing sensation  also exceeded my expectations, although in a much different way. Here was a woman I expected to be inspirational, but patrician and remote. Dunno why I though so; I just did. But she won over the crowd from her opening admission that she owns “not one, not two, not three, but four Blackberrys.†In a home-town arena of the beleaguered Canadian technology company, her commitment to single-handedly underwrite RIM’s survival was very well received. Huffington was unexpectedly both funny and self-deprecating, and I especially welcomed her deliberate sidebar to women entrepreneurs in the room, something I don’t witness often enough in this male-dominated sector of ours.
The third speaker was , host of CBC Radio’s “Spark,†and if she failed to exceed my expectations it was only because I had pretty high hopes for her in the first place. I am a regular listener to Young’s weekly roundup of technology topics and trends and it was great to hear a long-form version at the conference.
We built out our Waterloo presence
My trip was a productive one for this blog and for the consulting firm that brings it to you. I recruited two new contributors to our blog, one of whom is also joining Francis Moran and Associates as an associate. I will properly introduce both as they begin their contributions here. Watch this space.
What about RIM?
I can’t tell Ottawans that I’m headed down to Waterloo without them asking me what the possible demise of RIM might auger for the broader technology community there. With the fallout still being felt from the unforgivable mismanagement and incomprehensible dismantling of Ottawa’s own technology powerhouse, Nortel, most here in the 613 assume that any similar fate for RIM will have a similar impact in the 519.
I simply don’t see the parallel.
Lost on most is the reality that RIM did not make Waterloo; Waterloo made RIM. And the forces that assisted RIM in becoming a global technology leader will persist and be available to all other local technology ventures no matter what happens to this one. Indeed, while I wish for nothing more than that RIM find its way back to thriving glory, its departure — either through outright failure or a breakup and offshore sale of its component pieces — could well be beneficial for the broader community. Smart, experienced executives who have built and operated global business units within RIM are already starting to exit the company to start or helm young ventures. I wouldn’t say it’s yet a rats-and-sinking-ship phenomenon; more a case of seasoned executives looking for the greater freedom and opportunity that a new venture offers. Any further decline in RIM’s fortunes, however, will only accelerate this process, which won’t be a bad thing for the rest of the ecosystem in Waterloo, to say nothing of the freeing up of scarce resources like talent and space that would follow in the wake of any significant shrinkage at RIM.
Simply put, there is far too much momentum in Waterloo, momentum that is utterly unconnected in any to the rise or fall of RIM’s fortunes. Any death of RIM will be mourned as the sad day it would be; the momentum will only gain strength.
Finally, how about that Pebble watch!
I went to another fabulous event last week, Tuesday night’s MoBeers, and ran into  CEO . I asked Litt about his pal , who I first met when he was a student at the University of Waterloo’s  incubator. I’ve watched with interest ever since as Migicovsky brought his novel Blackberry-connected watch  to market. (Migicovky and Litt both operated their young companies out of a house Litt owned on Batavia Place in Waterloo. , a nice story we were happy, on a pro bono basis, to pitch to the National Post.) As we chatted about Migicovsky, neither Litt nor I had any inkling that he was about to become the global startup story of the week.
A couple of days after our conversation, Migicovsky launched a campaign on the crowd-sourced fundraising site . He was hoping to raise $100,000 to fund his new product, the  smart watch that connects an e-paper display to iOS and Android devices using a Bluetooth connection. In less than 28 hours, he had raised more than $1-million, a sum that within five days rose to more than $3.5-million, the most ever raised via Kickstarter. As of this morning, the total is a . Phenomenal work, Eric; now all you have to do is build a few hundred thousand watches!
Learning how to deal with the unexpected
by  Francis Moran
Many Canadian small businesses with an online and mobile presence can learn from the mobile app strategy adopted by Screenreach. The company quickly switched to a more open approach when it became apparent that they needed to leverage their customers’ social interactions and need for personalized user experience.
When we last checked in with Screenreach, the company was in the midst of tweaking the new version of its Screach application for a March 7 launch. The team was well on track and seemed to have all of its ducks in a row. They had found out what their market needed, solicited feedback from beta testers, sharpened their story, identified qualified customers, worked collaboratively, promoted their product and garnered media attention.
But as can be expected at a startup company, things didn’t go completely as planned. On launch day, the Apple application store informed the team that there was a problem.
In this post, Screenreach CEO Paul Rawlings explains what the team did to push through to launch.
The new product
The new version of the Screach application focuses on the user experience. Now users can personalize, socialize and localize their interactions with content using any device that can download the application. While the original application focused on allowing users to interact with content on a digital screen, the new version allows for the same interactive experiences between smart devices and a smart  device and a location.
Screach.com has also been redesigned. While the site was originally a place for product information and the Screach blog, anyone can now launch their own Screach experience on the site and interact with it through the Screach app on their smartphone. One example of how the experience has been personalized is that it lets users connect to Twitter and Facebook, allowing the system to identify Screach experiences relevant to their location.
The first version of Screach was launched at DEMO in March 2011 and since then, the product and team have evolved and grown. As such, the launch of Screach 2.0 was one of the biggest projects they have worked on together since this time – there were bound to be a number of new obstacles.
One problem equals many individual challenges
One of the main challenges the team faced was balancing every aspect of the launch for it to come together in unison at the end. You need to remain aware of the fact that not everything on the run up to launching a product will remain in your control. You need to account for issues or delays that may arise from external organisations.
The team came across challenges when the approval of their new version of Screach was delayed with Apple. The issue meant that every team member was faced with their own unique challenges.
“Whilst the development team began trying to resolve the issue as quickly as possible, other departments dealt with any knock on effects that a potential delay could create.â€
But that doesn’t mean you tackle the problem individually.
“The main thing when a challenge like this occurs is to keep the communication going,†said Rawlings. “You must bring everyone together because you can never foresee how something will affect someone else. You’ve got to identify the challenge, the various solutions, what works for everyone and the problems that can come up in individual departments.â€
Always give yourself more time
“We knew the problem could take two days to fix, but then again, it could always take a little longer,†said Rawlings. “Make sure you account for this potential extra time in your schedule. If you don’t need it then great, but if you do, then at least you’ve given yourself everything you need to deal with the situation.â€
Debriefs are critical
Startups are almost always on a learning curve, explained Rawlings.
“You’ve got to make a conscious effort to make a note of all the struggles and make a list of strengths and weaknesses. Then you must hold a debrief and go through everything to ensure you make things better next time. That way, you feel so much more prepared for your next project, how you’re going to take it head on and solve the problems. You’re able to see problems before they happen.â€
After a few days of tough work, the Screanreach team was able to fix the problem and launch the application. They have since been busy uncovering and developing more ways for users to play with Screach and raising the profile of the application for users. To attract users, and fast, Screenreach is taking a gamification approach and has launched a number of new personalized experiences available online and through the Screach app.
“Getting the application out has been a huge accomplishment,†said Rawlings . “We’ve all gotten through this challenge as a team and we’ll come out a whole lot wiser for the next time.â€
In our next installment, we’ll go over Screanreach’s new product developments and how the team is tailoring them to create unique and exciting user experiences.
This is article was written with the help of Alexandra Reid. It is the sixth installment in  a continuing monthly series chronicling the growth path of , a startup based in Newcastle upon Tyne in England’s North East. Screenreach’s flagship product, Screach, is an interactive digital media platform that allows users to create real-time, two-way interactive experiences between a smart device (through the Screach app) and any content, on any screen or just within the mobile device itself. We invite your feedback.
April 17, 2012
Startup TO: Call for Tech Maverick Entrepreneurs
Startup TO: Call for Tech Maverick Entrepreneurs
If you think you would make a great entrepreneur but haven’t had the right opportunity or idea, this might be your chance.
There’s a glitz and glamour to being a startup founder nowadays. There seems to be more VC ‘bling’ being thrown around than in rap videos, not to mention the amazing work ‘cribs’ aka office spaces of your dreams (I know I daydream about the and HQs).
But to be a founder you need an idea, and a good one at that. You also need the right kind of brawn to take the idea from start to acquisition/sale before someone else comes up with an even better idea or finds a way to do it faster.
Ashley Huffman – Contributor ITBusiness.ca
Lucky for you that INcubes, Toronto’s private disruptive tech startup incubator, is calling out for CMOs, CFOs, CEOs, designers, engineers, and the geekiest of coders alike to create a completely new project and company; the NO [IDEA] Startup.
This is your chance to work with the best and the brightest entrepreneurs of Canada, all the while being supplied with the tools you need to make the business succeed. This includes resources, a work space, strategic partnerships, a free pass into the investment community and mentorships; including by yours truly.
INcubes also just partnered with , the driving force behind uniting the startup industry in Canada. They bring to the table some of the country’s most influential entrepreneurs, bloggers and board members.  There are literally too many, to start name dropping.
Now you may be asking yourself, why are no other incubators doing this tech maverick call for entrepreneurs? Well, it’s a risky endeavour to say the least. INcubes is using valuable time, money and space for an unproven, well everything.
“We want to take collaboration to an entirely new level by bringing together talented individuals who may never have had the chance to work together; a world class roster,†said Ben Zlotnick, CEO of INcubes. “We’re known for incubating Canada’s most disruptive tech startups, but we’ve got a series of ideas just ready and waiting for the right team.â€
This may just be your opportunity of a lifetime and big break into the world of startups. To apply, visit and submit your basic contact info, Linkedin Profile, a brief about yourself, why you’re interested in joining and the role you see yourself fulfilling.
In the mindset of Hunger Games, may the best entrepreneurs win!
Ashley is an education & technology evangelist from the GTA.  She is proudly a Marketing & PR mentor at  and is the brains behind the geek blog . Ashley is also a self-proclaimed  and  addict.
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Why your competitors are your friends
by Stuart CrawfordÂ
Have you ever heard of the term – CO-OPetition?
Before I define what this is, allow me to share a personal story with you.
Back about 10 years ago, when I was starting to get my Calgary-based IT services organization IT Matters up and running, we needed business in a hurry. After all, Rob, Tony and I had departed ServIS, another Calgary IT firm, to launch our team and provide top grade IT services to businesses inAlberta.
Where would we get leads and opportunities?Â
I knew that forming strategic alliances in theCalgarymarket was essential to our success. We partnered with everyone, every business that served the same market that we did. We went for coffee, attended business luncheons and even our Chamber of Commerce Business After Hours events were prime breeding grounds for partnering with others who all went after the same market that we did.Â
We partnered with other IT firms that went after the same clients but had different skills sets. We had things they needed and vice versa. It was a marriage made in heaven most of the time, as long as we all understood the rules of engagement: Don’t screw with my clients, and I won’t mess around with yours. Pretty simple, eh?
I knew I was on the right track when I saw revenues coming in from strategic partner opportunities and leads. It was awesome. Partners from down the street to across the country fed us opportunity after opportunity. So, why would any MSP question the effectiveness of forming strategic alliances, even with so-called competitors?
It frustrates me to see or encounter those who simply cannot see the forest for the trees. My friends Erik and Lyf, who each heads his own IT firm, understood the concept of co-opetition. For several years now, they have put on a joint venture event called Tech Pulse that is held every year inMinneapolis. I can’t remember how many years they have been doing it now, but it works because the rules are set, and they trust each other.
Here is my challenge: Forget about seeing those in the same space as you as competitors. Think of them as allies. Know that many won’t get it, and that is OK. If they won’t play your game, find others who will.
My friend Paul Moffatt at DCTel inLangley,BCcould have been viewed as a competitor at one time, but he now is one of my best friends and someone I speak with regularly about business. He has helped me, and I have helped him.
Stop being fearful of others and figure out ways that you can work with them. Invite them to your events. Share openly with them, and together you will achieve more. Remember the meaning of the word TEAM. Together EVERYONE achieves more.
president and chief marketing officers,  After a 9 year military career which saw Stuart rapidly accelerate through the ranks finishing as a Master Corporal in the Canadian Signal Corp Stuart went to work putting into practice the leadership and character traits he learned through his time with the Canadian Forces. He is a member of Editorial Advisory Board of ITBusiness.ca
April 14, 2012
5 reasons to get the Nokia Lumia 900
5 reasons to get the Nokia Lumia 900
 by Yale Holder
Well here is a review of the new Windows Mobile flag ship phone, the , which was just launched this past weekend in theUS and is available here in Canada on Rogers for $99.99 on a 3 years contract.
If you are interested in getting this cell phone here are 5 reasons why you may want to take a look at the new Nokia Lumia 900.
1. Great price
Microsoft and Nokia are both motivated to be relevant again in the cell phone space, so the entry price of just $99.99 is a very good price for this new phone. When other cell phones normally debut for at least $150 this phone is about $50 cheaper that similar phones just releasted.
2. Brand new operating system, Windows Phone 7.5
If you are a big fan of the Microsoft and the Windows operating system then you will like this new release, it gives you access to genuine Microsft Office, XBOX Live, and familiar apps like and Internet Explorer. The new tile layout is intuitive and a better design for the mobile phone. The customisable menus is a very cool feature which allows you to personalize your Windows Experience.
3. Great specs
The phone comes with a 4.3″ AMOLED screen, larger than an iPhone, has LTE capability and has seen 10 MBps speeds in download tests. It comes with an 8MP camera with dual LED flash with autofocus.
4. It’s unique
With its blue polycarbonate unibody it has a distinct and unique feel to it which makes it stand out from its competitors. The very look of the device makes it look cool…maybe its me or just the cool blue body.
5. Its the best from Windows…so far
The phone is the best I’ve seen from Microsoft, so for those Microsoft / Windows fans out there you won’t be dissappointed with phone and the new 7.5 operating system. The general consensus and based on reviews coming in this phone is a great phone and deserves to be a part of the conversation of top phones.
My final word
While the Nokia Lumia 900 seems to be a very good phone, its a start on a path back from obsurity for Microsoft and Nokia. The Winodws Phone platform still has only a limited amount of apps about 70,000+ versus 600,000 for the iPhone and about 500,000 for Android so the app ecosystem is limited.
I won’t quite call it an iPhone or Android killer but its a great value for this phone and worth considering. So if you are looking for the Nokia Lumia 900 be sure to check for the .
Yale Holder is co-founder of a Toronto-based company that helps cell phone users negotiate wireless plans with independent dealers.
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Who needs a Quad-Core mobile device for work?
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April 13, 2012
Not everyone should work for a startup
Here are som
e characteristics of some startup entrepreneurs. If you find yourself saying ‘yes’ to any of them, you may want to reconsider that startup job.
Where are there so many headphones at CES 2012?
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April 11, 2012
StartupTO – Incubators of TO & Look Inside INcubes
StartupTO – Incubators of TO & Look Inside INcubes
by Ashley Huffman
So you’re a Torontonian with a startup that you want to take to the next level, which incubator do you choose?
This is no simple task. Choosing the right incubator for your startup company is imperative. It’s one of the most important decisions you can make for your business’ future. No pressure!  There are many different types of incubators to consider; from industry strength, types of technologies incubated, what funding round they will see you through to, and the cost.
Toronto alone has its fair share of types of business incubators.
- Government Based –
- Fashion Focused –
- Food Focused –
- Public Incubators –
- Private Incubators –
- Not to mention the somewhat unchartered waters of
- We even have our own startup weekÂ
Ashley Huffman – Contributor ITBusiness.ca
So what makes a good incubator and startup partnership?
I asked founder of disruptive tech incubator INcubes, Ben Zlotnick, and he narrowed it down to these three simple points:
1) Approach an incubator knowing what you want from your business. Are you in it for the long term or do you want to exit early? Do you have a business or an idea? They are two very different things.
2) Go in knowing what you need from an incubator. Do you need help structuring the company, testing, staffing or mainly funding?
3) Have a good personal relationship. Would you rather spend all day and night in the same office with someone you mesh with or dislike?
So now you know what the options are, what makes a good relationship, let’s dive right into the ins and outs of a business incubator.
Overview
Business: INcubes – a Toronto based business incubator that sources emerging entrepreneurs and talented start up teams, and graduates qualified businesses.
Sector: The first private incubator in the city and one of the few remaining. It thrives on a very niche startup market; namely disruptive tech companies that public and government organizations wouldn’t touch with a 10 foot pole.
Best for: Startups looking to reach their first round of funding.
Program structure: Entrepreneurial bootcamp tailored to each business.  A private school-style atmosphere with a hands-on approach to mentoring and business development.  Learn more about their programs and environment on their and .
Exit structure: 3 month accelerated program and companies can continue to use their network of mentors.
Cost: Share of equity stake.
Claim to fame: A series of heavy hitter mentors and an inflow of celebrity speakers.
Noteworthy mention: “With a lot of ideas leveraging already existing platforms like Facebook and Twitter, it’s not difficult or rare to get squashed or sued. We are in the business of taking risks, but very educated risks.†said A. Traviss Corry, Business Development Mentor at INcubes.
This is a simple glance into the world of choosing the right incubator for your business, using INcubes as a case study. From my own personal experiences in startups and incubators, no matter where you choose, whether local, Silicon Valley, big or small, the relationship should be more about you, the startup, than them the incubator.  Nikola Tesla, Stephen Hawking and Steve Jobs aren’t legends for doing what they were told. They got great help and kept bending the lines of understanding and possibility.
If you’re not sure where to start, I recommend contacting the . They provide free access to coaching, mentoring and business resources.
And of course, there’s much more to consider, including the roles within your organization to the art of bootstrapping. But I’ll leave that for next time.
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April 10, 2012
LTE Test-Bed Coming to Canada
LTE Test-Bed Coming to Canada
Canada is getting a new facility to test broadband-level LTE wireless communications.
The Canadian Police Research Centre (CPRC) has brought on the Networked Vehicle Association (NVA) to create a First Responder Test-bed. The LTE Test-Bed is a living innovation lab, showcase and cooperation portal for First Responders’ use of mobile communications.
The expectation is that the Test-Bed will seed the creation of a permanent First Responder Test-Bed in the Kanata area of Ottawa. This is of critical value to the CPRC, because of a technology trend underlying global development today: Today a First Responder’s vehicle is in a transition phase from an autonomous system to a fully integrated part of a highly connected network which covers all aspects of communication requirements, relevant services, safety, traffic, efficient use of energy and financial transactions. This transition will have a massive impact on First Responders, and how they do their jobs.
The First Responder Test-Bed is a corridor of some 10-15 kilometers in length, running along roadways in the Kanata area of Ottawa. The Communications Research Centre is a major partner in the project, as are Alcatel-Lucent Canada, the Canadian Advanced Technology Alliance, the Ontario Ministry of Transportation, nTerop, WeMiP and WiSense, (University of Ottawa). The Test-bed is open for the participation of all vendors, and all First Responder organizations.
According to an executive from the First Responder community, the Test-Bed’s top benefit is that “For the first time in Canadian emergency service history, it will be possible for all emergency services to work with the private sector and each other in developing and testing technologies of the future under real-life conditions.â€
How HoHoTO turned crowdsourcing into a cause
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April 09, 2012
Do Not Call List should be put on ice
Do Not Call List should be put on ice
By Brian Jackson
The federal government continued limping along in its support of the Do Not Call List with the budget. The was tagged on as an afterthought to support what was intended to stop unwanted phone calls harassing Canadians at the dinner table.
Since it , the Do Not Call List has been promising to regulate unsolicited business phone calls made to consumers. What it has actually been doing is raising the ire of a business community , and stoking the frustration of consumers who .
It’s hard to find any staunch supporters of the Do Not Call List. Yet it limps on.
Meanwhile, the feds are ready to launch another initiative to rescue consumers from pesky business communications. The  has been given its funding, assigned to work by, and should start its enforcement activities this year. Its mandate  will be to identify trends and aid in the prosecution of those sending out unsolicited electronic messages – e-mail, text messages, instant messages, and so on. It has been nicknamed The Freezer.
Brian Jackson, associate editor of ITBusiness.ca
Synergy. To use a buzz word, the operations and functions of The Freezer and the Do Not Call List have obvious similarities. Both are mandated by the federal government with an eye to further regulate communications between business and consumers. Both offer a place for consumers to report businesses who break those rules. Both are to enforce against breaking the regulations using fines.
Why not put the Do Not Call List in The Freezer? Merging the two centres could create a one-stop-shop for Canadians to manage their communications preferences. They could report the unsolicited communications they receive, and inform consenting companies ahead of time that they don’t want to be contacted.
Michael Geist, the Canada Research Chair in Internet and E-Commerce Law, made an attempt to fix the problem in 2008. His idea was to launch a Web service called iOptOut that would allow Canadians to pre-emptively opt out of communications (phone calls and e-mails) simply by selecting them from a list and clicking a button. Great idea, but the site isn’t currently running – a placeholder promising a relaunch in January 2012 can be found at iOptOut.ca.
Managing the communications preferences of millions of volunteers shouldn’t be left up to volunteer work. The government needs to step in and get its act together on this.
With the Conservative government releasing a belt-tightening budget, much of it at the expense of the public service, every opportunity to create efficiencies should be taken. Merging these nuisance-prevention services under one roof would be a sound budget-saving move.
The government has set aside $700,000 annually for operation of The Freezer. Funding for the Do Not Call List totaled $3 million between 2010-2012. It has exacted about $2.1 million in penalties, so is operating at a net loss.
Much of that funding goes to the Canadian Radio-television and Telecommunications Commission (CRTC), which is responsible for overseeing the Do Not Call List (Bell Canada operates the list) and is one of three federal outfits responsible for enforcing the . Why shouldn’t the CRTC simply hire a single operator to handle both these responsibilities? Better resources should also be put into enforcement so that fines cover the cost of operations, not taxpayer dollars.
A merger of the Do Not Call List and the Spam Reporting Centre isn’t likely to happen this year or next. The government closed its bid period for the Spam Reporting Centre Jan. 3, and the requirements didn’t include a plan to block telemarketing calls. The Do Not Call List just received another year’s worth of funding in the federal budget unveiled at the end of March.
Until then, you can expect more telemarketers to interrupt your dinner regularly. And keep that e-mail spam blocker up to date.
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April 05, 2012
Getting ready for the big show
Getting ready for the big show
By Francis Moran
 labels itself as “the world’s largest independent provider of claims management solutions to the risk management and insurance industry.†The and several other countries. In other words, it handles insurance claims on behalf of insurers and, with operations in more than 70 countries, it certainly does not lack for scale.
Now a big part of handling insurance claims involves repair, restoration and remediation services. In the U.S. market, Crawford has this base covered with Contractor Connection – a network of about 4,000 general contractors who must continue to meet certain quality benchmarks to remain part of the Crawford network.
Throughout the year, Crawford hosts a number of CAT (for catastrophe) conferences and Contractor Connection events. These kinds of industry events are crucial for NanoScale Corporation to showcase its products before what is often a sizeable captive audience of disaster restoration general contractors and insurance professionals who are in a position to provide a significant boost to its business.
With the convention and tradeshow circuit heating up for a busy spring season, NanoScale Vice President and General Manager Kyle Knappenberger is developing battle plans to measure the effectiveness of the company’s prospecting efforts against cold hard revenues. However, he appreciates the less tangible, but equally important goals of general awareness building and networking with other vendors and product manufacturers.
“These events are places to meet new distributors and new potential partners,†he said. “It’s a meeting of the minds between different manufacturers that can also result in cross-promotion and lead sharing.â€
In fact, it was such a “meeting of the minds†which connected NanoScale with a manufacturer that was bringing to market a new air purification unit. The two companies ended up working together to create a new NanoScale OdorKlenz cartridge to fit the unit.
In addition, NanoScale is working a variety of other regional education seminars at distributor locations where various vendors pitch their products to contractors, as well as events where NanoScale provides sales support to individual distributor retail locations.
NanoScale is heading into the event season having recently created a new commercial sales division and expanded the sales team. It has also secured its second nationwide distributor to boost its reach in the U.S. northeast and Texas markets. All of this puts added pressure on Knappenberger and his team to get NanoScale’s story out and capitalize on the new opportunities that have been created.
The right story, for the right audience
With all of these local, regional and national events, NanoScale must be cognizant of its audience. As we have discussed in our previous posts, the company is marketing products derived from innovative, and proprietary, nanotechnology research. It has two general B2B market segments – old-school building contractors who are unlikely to be impressed by a sales pitch that focuses on a technological wow factor and insurance industry professionals who are looking for products that will reduce their costs.
Regardless of the audience, NanoScale’s best hook is to focus on the health and safety benefits afforded by its product, without fostering the impression that OdorKlenz is some type of medical device. This means focusing on much more than just odor elimination since this is quite difficult to illustrate and doesn’t adequately convey the game-changing benefits provided by NanoScale’s technology. As with any product or service, the marketing effort must focus on its high-level, life-changing benefits rather than dwell on specific technical details.
NanoScale’s greatest competitive advantage is that it decontaminates an environment without the addition of potentially hazardous agents which themselves must then be eliminated. For families affected by a natural disaster, this means they can get their lives back on track faster. For contractors, it means they don’t have to deal with additional toxic materials on the jobsite and can reduce their equipment costs. A contractor’s cost savings can be passed on to the insurer. In addition, anything that allows for quicker remediation and restoration of a home or business reduces the costs which insurers can incur in a claim, such as providing a family with alternative living arrangements.
“Contractors are out there to make money, not do a job at cost,†said Knappenberger. “But insurers have their schedules for how much a certain job should cost. Contractors are usually working with insurance agents and adjusters who are trying to get them to reduce costs.â€
Since OdorKlenz is a new product, contractors are sometimes reluctant to use it because they fear the cost will not be reimbursed by the insurer. Much of the work by Knappenberger and his team is focused on educating insurance professionals and contractors alike on how its products ultimately provide cost savings that make it ideal for situations where a contractors’ remuneration is tied to an insurer’s schedule.
Tradeshow 101
This brings us back to Knappenberger’s battle plan for the conference and event season. To make the most of getting NanoScale’s out on the conference floor, the team focuses on three fundamentals:
1) Go prepared. Coordinate with the event organizers to obtain lists of participating vendors, speakers and associations, and research who you will have an opportunity to meet ahead of time. “This is pretty standard stuff,†Knappenberger said. “But if you don’t do it you are already behind the game.â€
2) Think through possible situations or questions that may arise with customers, partners and so forth. “Even if you don’t have a perfect answer, having recognized something could be an issue will allow you to better navigate it should the situtaiton present itself.â€
3) Determine your objective going in and daily take notes and monitor progress. “Have a planning session each morning to make sure the team is on the same page each day.â€
In our next installment, we’ll see how the effort is paying off.
This is the next article in a continuing monthly series chronicling the growth path of , a growing nanotechnology company based in Manhattan, KS that is commercializing various advanced materials and compounds for improving indoor air quality, removing pollutants, and containing and neutralizing hazardous chemicals.
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