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Opis fizyczny
Skład produktu
publikacja
Forma
forma podstawowa
publikacja elektroniczna on-line
Forma produktu
Publikacja elektroniczna online lub do ściągnięcia
Korzystanie z publikacji
nieograniczone
Opis bibliograficzny
Tytuł
B2B or Not to Be: That's the Ultimate Startup Question
Podtytuł
The Ultimate Guide to Winning Corporate Clients for Startups
Twórca
autor
Kolikhova, Helen
Wydanie
typ wydania
Wydanie
numer wydania
1
miejsce wydania
Warszawa
Język
język publikacji
angielski
Wydawca
imprint
AI Books by CampusAI
pełna nazwa wydawcy
Data
data wydania
2025-07-21
data upublicznienia metadanych
2025-06-30
Opis marketingowy
Spis treści
Introduction 9
Who Am I? 10
For Whom Is This Book Intended? 11
What Will You Learn? 11
How to Read This Book? 12
Part 1. Understanding Corporate Mindset 13
Chapter 1. Are You Afraid of Big Corporations? 14
Reason 1: Historical Precedence 15
Reason 2: Power Imbalance 16
Reason 3: Competitive Backlash 18
Reason 4: Losing Control Over the Product 19
Reason 5: Fear of Exploitation 20
Reason 6: Market Overshadowing 21
Building an Innovative Solution in a Big Corporation:
Public Perception vs. Reality 22
Reasons Why Corporations Want to Partner with Startups 25
Types of Startup—Corporate Partnerships 28
Co-branding and Co-marketing Initiatives 28
Market Access and Distribution 28
Research and Development (R&D) Partnerships 29
Incubation and Acceleration Programs 29
Technology Licensing 29
Investment and Financial Support 29
Acquisition 30
Co-development of Products or Services 30
Joint Ventures 30
Partnership Success Principles 31
4 Contents
Chapter 2. Your Target Audience: Who’s In and Who’s Out? 32
Why Does “Everyone” Actually Mean “No One”? 32
Step One: Customer Discovery 33
How to Choose Your Direction? 35
How to Understand Your Customer’s True Needs? 37
Part 2. Opening Doors to Corporate Deals 39
Chapter 3. Effective Lead Generation Strategies for Startups 40
Strategy 1: Building an Effective Sales Team 42
Learning How to Sell 42
Leveraging Your Business Network 43
Leveraging Your Team’s Business Networks 46
Finding a Co-founder with Sales Expertise 48
Building a Sales Team 50
Strategy 2: Building Partnerships with Large Companies 51
Global Programs for Startups and Their Benefits 52
Strategy 3: Leverage Peer and VC Networks 55
Strategy 4: Onsite and Online Events 57
Networking with Speakers 60
How to Prepare for Event Participation? 61
Strategy 5: Trade Shows 62
Preparing for Trade Show Participation 63
Strategy 6: Networking Side Events 63
Starting Conversations at After-Party Events 63
Strategy 7: LinkedIn 64
Building Your LinkedIn Presence 65
Basic Details 66
Content 66
Building a Brand on LinkedIn 67
Free LinkedIn Outreach 68
Paid LinkedIn Outreach 70
Strategy 8: Free and Paid Online Promotion and Social Media 72
Strategy 9: Lead Generation Companies 73
Strategy 10: Distribution and Reselling Networks 75
Chapter 4. Enhancing Market Exposure 77
Calls for Startups 78
Startup Competitions 80
Student Competitions 80
Global Impact Competitions 80
Contents 5
Pitch Competition Events 80
Technology Showcase Competitions 81
Acceleration Programs 83
Stages of an Acceleration Program 85
Mentorship Programs 87
Hackathons 88
Hackathons: Additional Benefits and Corporate Engagement 89
Co-creation Sessions 90
CVCs 91
Trade Missions and Government-Supported Programs 92
Chapter 5. Creating a Compelling Startup Brand 94
Public Relations 94
Paid Promotion 95
High-Quality Content 95
What Should Your Content Be About? 96
Podcasts and Video Creation 97
Newsletter and Content Creation 98
Social Media 100
Startup Lists and Maps 101
Industry and Startup Rankings and Awards 102
Participation in Reports from the Expert Side 104
Industry Organizations and Clusters 105
Importance of Personal Brand 106
Personal Brand in Social Media 106
Speeches 107
Mentoring 107
Part 3. Mastering the Deal-Closing Pitch 109
Chapter 6. Proper Preparation for the Meeting 110
Getting Ready for a Meeting with a Customer 111
Schedule Strategically 111
Understand Customers’ Needs 111
Know Your Audience 112
Conduct Company Research 113
Draft a Structured Agenda 113
Prepare a Working Demo 114
Prepare Relevant References 114
Craft Your Sales Deck 115
What Should You Start With During Your Presentation? 115
Structure of Your Sales Deck 117
6 Contents
Getting Ready for a Meeting with Partners 121
Schedule Strategically 122
Understand Partners’ Needs 122
Know Your Audience 122
Conduct Company Research 122
Draft a Structured Agenda 123
Prepare a Working Demo 123
Prepare Relevant References 123
Craft Your Sales Deck 123
Pitching to Different Stakeholders 126
Chapter 7. How to Make a Good First Impression
in Business Meetings 127
Be Punctual 128
Manage Your Meeting Time Effectively 129
Listen to Your Client’s Needs 130
Avoid Buzzwords and Technical Jargon 131
Language Proficiency 132
Maintain a Positive Attitude 133
Present Your Demo Flawlessly 134
Display a Problem-Solving Mindset 136
Don’t Lie 137
Understand the Customer’s Purchasing Process 137
Ask About the Budget 139
Set Up the Next Steps 139
Learn from Your Experience 140
Chapter 8. Closing a Deal 141
Following Up 141
Keeping in Touch 143
Crafting a Professional Sales Proposal 145
Preparation of the Sales Proposal 146
Proposal Discussion 152
Offering 154
What Should You Do if the Client Says “No”? 155
Reevaluating Your Approach 156
Part 4. Solution Integration Roadmap 157
Chapter 9. Legal Aspects of Solution Implementation 158
Signing an NDA 158
Signing Service Agreements 159
Intellectual Property Protection Discussions 163
Regulatory and Industry Compliance 164
Understanding How the EU AI Act Impacts Your Business 166
Key Areas of the EU AI Act 167
How to Ensure Compliance with the EU AI Act? 168
The EU AI Act timeline 169
Penalties 169
The Importance of Compliance 169
Chapter 10. Technology and Security Aspects
of Solution Implementation 170
Deployment Models 170
Selling the Solution as a SaaS 171
Implementation of the Solution in a Corporate Cloud Environment 173
Deploying Your Solution On-premises 173
Technical and Security Documentation 174
Architecture Diagram 175
Technical Specifications 176
API Documentation 176
Scalability and Performance Testing Reports 177
Security Questionnaire 177
Penetration Test Reports 178
Security Policies and Procedures 178
Risk Assessment Report 179
Business Continuity and Disaster Recovery Plan 180
Data Protection and Handling 180
Change Management and Integration Plans 180
Operational and Support Documentation 181
Integration Capabilities 181
Customization Options 182
What to Expect During Corporate Technology and Security Evaluation 182
Chapter 11. Marketing Aspects of Solution Implementation 184
Creating Case Studies 185
Reference Letters: Building Credibility Through Formal Endorsements 187
Showcasing Partnerships: Strategic Logo Display 188
Online and Offline Promotion 190
Using Case Studies in Lead Nurturing Campaigns 192
Events and Marketing Opportunities 194
Promotional Activities 195
Additional Business Opportunities 196
Conclusion: Moving Forward 197
Who Am I? 10
For Whom Is This Book Intended? 11
What Will You Learn? 11
How to Read This Book? 12
Part 1. Understanding Corporate Mindset 13
Chapter 1. Are You Afraid of Big Corporations? 14
Reason 1: Historical Precedence 15
Reason 2: Power Imbalance 16
Reason 3: Competitive Backlash 18
Reason 4: Losing Control Over the Product 19
Reason 5: Fear of Exploitation 20
Reason 6: Market Overshadowing 21
Building an Innovative Solution in a Big Corporation:
Public Perception vs. Reality 22
Reasons Why Corporations Want to Partner with Startups 25
Types of Startup—Corporate Partnerships 28
Co-branding and Co-marketing Initiatives 28
Market Access and Distribution 28
Research and Development (R&D) Partnerships 29
Incubation and Acceleration Programs 29
Technology Licensing 29
Investment and Financial Support 29
Acquisition 30
Co-development of Products or Services 30
Joint Ventures 30
Partnership Success Principles 31
4 Contents
Chapter 2. Your Target Audience: Who’s In and Who’s Out? 32
Why Does “Everyone” Actually Mean “No One”? 32
Step One: Customer Discovery 33
How to Choose Your Direction? 35
How to Understand Your Customer’s True Needs? 37
Part 2. Opening Doors to Corporate Deals 39
Chapter 3. Effective Lead Generation Strategies for Startups 40
Strategy 1: Building an Effective Sales Team 42
Learning How to Sell 42
Leveraging Your Business Network 43
Leveraging Your Team’s Business Networks 46
Finding a Co-founder with Sales Expertise 48
Building a Sales Team 50
Strategy 2: Building Partnerships with Large Companies 51
Global Programs for Startups and Their Benefits 52
Strategy 3: Leverage Peer and VC Networks 55
Strategy 4: Onsite and Online Events 57
Networking with Speakers 60
How to Prepare for Event Participation? 61
Strategy 5: Trade Shows 62
Preparing for Trade Show Participation 63
Strategy 6: Networking Side Events 63
Starting Conversations at After-Party Events 63
Strategy 7: LinkedIn 64
Building Your LinkedIn Presence 65
Basic Details 66
Content 66
Building a Brand on LinkedIn 67
Free LinkedIn Outreach 68
Paid LinkedIn Outreach 70
Strategy 8: Free and Paid Online Promotion and Social Media 72
Strategy 9: Lead Generation Companies 73
Strategy 10: Distribution and Reselling Networks 75
Chapter 4. Enhancing Market Exposure 77
Calls for Startups 78
Startup Competitions 80
Student Competitions 80
Global Impact Competitions 80
Contents 5
Pitch Competition Events 80
Technology Showcase Competitions 81
Acceleration Programs 83
Stages of an Acceleration Program 85
Mentorship Programs 87
Hackathons 88
Hackathons: Additional Benefits and Corporate Engagement 89
Co-creation Sessions 90
CVCs 91
Trade Missions and Government-Supported Programs 92
Chapter 5. Creating a Compelling Startup Brand 94
Public Relations 94
Paid Promotion 95
High-Quality Content 95
What Should Your Content Be About? 96
Podcasts and Video Creation 97
Newsletter and Content Creation 98
Social Media 100
Startup Lists and Maps 101
Industry and Startup Rankings and Awards 102
Participation in Reports from the Expert Side 104
Industry Organizations and Clusters 105
Importance of Personal Brand 106
Personal Brand in Social Media 106
Speeches 107
Mentoring 107
Part 3. Mastering the Deal-Closing Pitch 109
Chapter 6. Proper Preparation for the Meeting 110
Getting Ready for a Meeting with a Customer 111
Schedule Strategically 111
Understand Customers’ Needs 111
Know Your Audience 112
Conduct Company Research 113
Draft a Structured Agenda 113
Prepare a Working Demo 114
Prepare Relevant References 114
Craft Your Sales Deck 115
What Should You Start With During Your Presentation? 115
Structure of Your Sales Deck 117
6 Contents
Getting Ready for a Meeting with Partners 121
Schedule Strategically 122
Understand Partners’ Needs 122
Know Your Audience 122
Conduct Company Research 122
Draft a Structured Agenda 123
Prepare a Working Demo 123
Prepare Relevant References 123
Craft Your Sales Deck 123
Pitching to Different Stakeholders 126
Chapter 7. How to Make a Good First Impression
in Business Meetings 127
Be Punctual 128
Manage Your Meeting Time Effectively 129
Listen to Your Client’s Needs 130
Avoid Buzzwords and Technical Jargon 131
Language Proficiency 132
Maintain a Positive Attitude 133
Present Your Demo Flawlessly 134
Display a Problem-Solving Mindset 136
Don’t Lie 137
Understand the Customer’s Purchasing Process 137
Ask About the Budget 139
Set Up the Next Steps 139
Learn from Your Experience 140
Chapter 8. Closing a Deal 141
Following Up 141
Keeping in Touch 143
Crafting a Professional Sales Proposal 145
Preparation of the Sales Proposal 146
Proposal Discussion 152
Offering 154
What Should You Do if the Client Says “No”? 155
Reevaluating Your Approach 156
Part 4. Solution Integration Roadmap 157
Chapter 9. Legal Aspects of Solution Implementation 158
Signing an NDA 158
Signing Service Agreements 159
Intellectual Property Protection Discussions 163
Regulatory and Industry Compliance 164
Understanding How the EU AI Act Impacts Your Business 166
Key Areas of the EU AI Act 167
How to Ensure Compliance with the EU AI Act? 168
The EU AI Act timeline 169
Penalties 169
The Importance of Compliance 169
Chapter 10. Technology and Security Aspects
of Solution Implementation 170
Deployment Models 170
Selling the Solution as a SaaS 171
Implementation of the Solution in a Corporate Cloud Environment 173
Deploying Your Solution On-premises 173
Technical and Security Documentation 174
Architecture Diagram 175
Technical Specifications 176
API Documentation 176
Scalability and Performance Testing Reports 177
Security Questionnaire 177
Penetration Test Reports 178
Security Policies and Procedures 178
Risk Assessment Report 179
Business Continuity and Disaster Recovery Plan 180
Data Protection and Handling 180
Change Management and Integration Plans 180
Operational and Support Documentation 181
Integration Capabilities 181
Customization Options 182
What to Expect During Corporate Technology and Security Evaluation 182
Chapter 11. Marketing Aspects of Solution Implementation 184
Creating Case Studies 185
Reference Letters: Building Credibility Through Formal Endorsements 187
Showcasing Partnerships: Strategic Logo Display 188
Online and Offline Promotion 190
Using Case Studies in Lead Nurturing Campaigns 192
Events and Marketing Opportunities 194
Promotional Activities 195
Additional Business Opportunities 196
Conclusion: Moving Forward 197
Nota biograficzna
Tech enthusiast with over a decade of experience in leveraging emerging technologies for business growth. As Head of Expansion and Partnerships at CampusAI, she spearheads the company’s global market entry strategy and cultivates strategic partnerships. Previously, she held leadership positions at EY as Innovation Manager and at Microsoft as Head of Startups, where she helped businesses of all sizes harness technology’s potential. Recognized in publications such as Strong Women in IT and the TOP 100 Women in the CEE VC & Startup Ecosystem, she actively mentors startups and advocates for women in technology. She holds a Tech MBA from Hult International Business School in Boston and shares her expertise as a lecturer
in innovation and startup management at Lazarski University in Warsaw.
in innovation and startup management at Lazarski University in Warsaw.
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ISBN 9788368246063