나도 할 수 있는 혁신: 맨주먹으로 시작하기
Bootstrapping의 개념과 성공 사례들 권기태
4/14/2015
권기태 • 16년 경력의 반도체 설계 엔지니어. 삼성전자, Maxtor, Telecis Wireless, Marvell Semiconductor, Broadcom에서 일함.
• 현 TSMC technical manager • 창업가. 4년전MacBook용 docking staEon을 아이디어에서 투자유치, team building, 설계, sourcing, branding, crowd funding, markeEng, 생산, 물류, 판매, 고객지원까지 이끌음. 작년 약 $2M 연매출.
• Dreamer, Maker, Enabler가 되는 것이 vision • TwiLer handle: @KitaeKwon
Bootstrapping이란? • 적은 개인돈 (income, savings, credit cards, second mortgage)으로 회사를 설립하고 운영 자본으로 회사를 만들어가는 것. also known as, customer funded company – This pushes the founder to be a salesman from the beginning.
• StaEsEcs: The majority of the fastest-‐growing companies in the U.S. are bootstrapped. 60% of Inc. 500 CEOs launched their first companies with less than $10,000. – Requirements of Inc. 5000: $100k+ revenue in year one and $2M+ revenue in year three
• Bootstrapping makes many companies, venture capital makes much news.
Bootstrapping, 무엇이 좋은가?
• Benefits: be true to your business (authenEc), see things clearly, complete ownership, control over all decisions à unmatched independence
• Downside: financial risk on the founders, slower growth rate
• Founders build great companies, not investors, not a board of directors, etc.
성공사례들
• 큰 기업들: Apple Computer, Clorox, Coca Cola, Dell Computer, HewleL Packard, GoPro, Spanx, Lynda.com, TechCrunch, myfitnesspal, Facebook, 37signals, WhatsApp, Atlassian, 99designs, Oculus Rif, Minecraf, Skullcandy
• 작은 기업들:
no buL lef behind
혁신을 만드는 요소들 • 모방 imita.on – Facebook (Am I Hot or Not 2000 à Facemash 2003), Galaxy phone $7~8B profit/Q – Good arEsts copy, Great arEsts steal – Picasso – we have been always shameless on stealing great ideas – Steve Jobs, 1994 interview
• 실험 experiment – James Dyson (age 67) $3B net worth, 5000+ prototypes in 14 years
• 연결 connec.on – get exposed to various experience, people, the latest technologies. GPS (Sputnik in 1957, 2 guys Advanced Physics Lab, Johns Hopkins U.), Macintosh
작은 기업 예 #1: imitaEon – keen understanding on what is available
in the market
• Adonit Jot stylus: from oStylus (Oct, 2010) to Jot Stylus (2M unit sales in 3 years)
작은 기업들 예 #2: imitaEon – small detail makes all the difference,
$11M+ revenue (est.)
• Duet Display app: from hardware mobile monitor to sofware monitor
작은 기업들 예 #3: playful • Olloclip Patrick O’Neill -‐ entrepreneur of the year 2013, $11M revenue (2013) in year three
• Adafruit Industries Limor Fried entrepreneur of the year 2012, $4.5M revenue (2011) in year six
• Raspberry Pi – accidental mega success (1000 sales goal 2012, 5M unit sales in 3 years)
• New college grad made $66,000 per month by teaching programming language (Swif) online (imitaEon + connecEon)
지금 Bootstrapping 이 가능한 이유들 • A lot of resource is freely (or almost) available
– Nobody builds from the scratch. Hacking is the new R&D – TalenEsm is the new Capitalism (industrial age)
• Well-‐defined marketplace: – App Ecosystem, Facebook, online learning plaqorm (Udemy), Amazon
• Experiment is easy and feedback is very fast (near real .me) – StaEsEcs and focus group are dead – 2.0 starts before the release of 1.0 in open market
• Rapid change brings Huge opportuni.es to who can see and dare
성공요소들 • The best way to succeed in business is to be in business – There are many things you cannot learn without doing
• But, what about 90% of business which fails?
• Small but radical experiments (a lot of them) – Ready, Fire, Aim (cost of fail << cost of opportunity)
• Only if I have a great idea???
• Excel in execu.on – this is the key and the ONLY key
어떻게 시작할까? • Let the curiosity and passion lead the way
– Sense of wonder, empathy, be a user first (User-‐Centered Design)
• Read many books, Meet with a lot of interesEng people, experience a lot of different culture, technology, and learn coding (make computers your servants) – Without thinking about immediate benefits
• Laser-‐focus on customers, not investors, not compeEtors, not money, etc. – Endless runway does not make a plane take off
이용가능한 자원들 (1/3) • Market Research: Google AdWords Keyword Tool, TwiLer
Search, Google Trends, App Annie, Amazon.com, Google Image Search, App Store
• Rapid Prototyping: 3D printer, laser cuLer, 3D prinEng service (Shapeways), open source, open API, cloud service (AWS, Google App Engine, Heroku), Github, CNC (Computer Numeric Control) machining service, small volume producEon service, single-‐board computer (Raspberry Pi, Arduino), cheap sensors, cheap hardware modules, CAD sofware, Alibaba Group
• Public workshop (TechShop)
이용가능한 자원들 (2/3) • Design service: Elance, oDesk, custom design manufacturing company (PCH InternaEonal), design/engineering consulEng firms
• Contract Manufacturers in China, Alibaba Group • Provisional Patent system, Google Patent Search • MarkeEng, PR, Market ValidaEon, funding: crowdfunding (Kickstarter, Indiegogo), Product Hunt, Shark Tank, SXSW, YouTube, Maker Faire, AngelList
• Sales channel: Amazon.com, Etsy, eBay, Apple Store, QVC, App Store, Shopify
이용가능한 자원들 (3/3) • InvenEon RealizaEon: Quirky • Networking: Meetup, CES, TechCrunch Disrupt, DEMO, Tech startup pitching events, Bay Area K Group, LinkedIn, TwiLer
• Office: co-‐working space (WeWork, Plug and Play Tech Center)
• Founder training (The Founder InsEtute), Startup Accelerator (Y Combinator, 500 Startups), computer programing program (Dev Bootcamp)
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