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The Jordanian Startup Genome Campaign

By Saeed Omar, 30-Nov-2014

Saeed@StartupJo.com +962-79-7471065

1 SUBJECT This document lays the foundation for the aforementioned campaign and its objectives to map the startup

ecosystem in Jordan as well as build an active communication channel between Jordanian entrepreneurs and

people & organizations that can help.

2 DEFINITIONS StartupJo is an online platform that helps Jordanian Startups connect with the world. The main value proposition

of StartupJo is to match-make Jordanian startups with Companies, Organizations, Mentors and Investors around

the world.

The platform was launched on 15-Nov in invitation-only beta, and in little over 2 weeks it registered 52 startups

and 27 Organizations. StartupJo aims to capture details of all known startups that have been seeded in our known eco-system as well as startups that exist off-the-grid. Examples:

1. Startups outside Amman

2. Startups in Jordanian Universities

3. Social Startups

4. Startups founded by women entrepreneurs

5. Lab-led innovations that has commercial applications 6. SMEs that has good offerings

To help narrow down the type of businesses sought-after, StartupJo defines startups as innovative organizations set out to search for a repeatable and profitable business model.

The 9 Business Types that are currently targeted have core ICT products and services in their business model:

Online Service Online Product Ecommerce Big Data Software

Hardware Social Media Mobile App Media

We will soon also target startups that are innovative & creative in the following 9 business domains:

60

Days

28

Events

5K

Attendees

5M

Views

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Smarter Building & Urban Planning Environmental Energy & Water Transportation Education Government & Agency Administration Social Program Public Safety Health Care

3 STARTUPJO OBJECTIVES The objectives of StartupJo and the Jordanian Startup Genome Campaign are to help startups in 8 different ways:

The chief objective is to speed up the

process of building products & services

from idea-stage to revenue generating

businesses by crowdsourcing help. Visitors

to the startups’ profiles on StartupJo.com

are motivated to Help Out and engage

with the startups on the subjects of their need.

The key objective of this Document is to

expand the campaign to attract startups

in Jordan, as well as companies,

organizations, mentors and investors worldwide.

4 KEY ACTIVITIES As our partner, you shall undertake the following activities in order to fulfill the objectives above:

1. Encourage startups in your network and your partners’ networks to register on StartupJo.com, along with

partners, registered mentors and investors.

2. You may also embed StartupJo within its outreach and in its marketing plans.

3. Align with StarupJo’s forthcoming national campaign and activities to map startups ecosystem in Jordan.

StartupJo’s activities fall into the larger scope of the forthcoming national campaign, which will be called “The Jordanian Startups Genome”. The campaign will include:

1. Online Campaigning to 5 different customer segments (SCOMI Startups, Companies, Organizations,

Mentors and Investors).

2. A University Roadshow around the country and shall involve a 2.5-hours program: informative

presentation, motivational talk by guest entrepreneur, open Q&A with audience, business modeling mini-

workshop, & finally demo of website. Finally host a prize raffle draw to motivate attendance.

1. Connect to

Investors

2. Connect to Mentors

3. Find Office Space

4. Hire Talents

5. Increase Sales

6. Find Cofounders

7. Network

8. Training

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3. Talking at local relevant events. This includes all startup community-based events such as Google

Business Group events, Lean Startup Machine events, Jordan Open Source Association workshops,

Amman Tech Tuesday events…etc.

4. Establishing a YouTube channel to inform and entertain the entrepreneurial community on the subject of

startup business development. The objective is to educate and inform a larger population about startups

and entrepreneurship using Arabic videos on subjects such as ideation, validation, traction, building an

MVP, the Jordanian startup eco-system & how to get help over StartupJo.com.

5. Promotion to include printing of roll-up banners, swag, printing on cups, t-shirts, and various small gift-items that are of long-term use to startups.

These activities will commence on 15th of February till 15th of April 2015. The schedule of the University

roadshow will be announced on the second week of January 2014. Estimate of costs are shown below with their desired outcome:

Item Campaign Duration Estimate Cost US$

1 Online Campaign

Startups Campaign – Adwords & Facebook 2 Month 5,000 Investors Campaign – LinkedIn 1 Month 2,500

Mentors Campaign – LinkedIn & Facebook 1 Month 3,500 Companies Campaign – LinkedIn 1 Month 1,750

Organizations Campaign – Facebook & Adwords 1 Month 1,500 Total 14,250

2 University Roadshow (23 Unis + 5 community events) Event management: fuel, volunteers, catering... 28 Events 2,500

Prizes (by sponsor) 28 Prizes 00 Total 2,500

3 YouTube Channel

Promotion of videos online 3.5 Months 2,500

Total 2,500

4 Promotion 1 Popup 2 Months 750

7 Roll Ups 2 Months 1,000 Swag: Booklet + Brochure (5,000-10,000) 2 Months 10,000

Mugs (500 mug) 2 Months 1,000

Tshirts (500 round neck t-shirts) 2 Months 2,500 PR Agency [press releases, radio mentions & TV report] 2 Months 1,000

Total 16,250 Overall Estimated Total US$ 35,500

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The event program will be one and the same across all the universities and community events that StartupJo will speak at:

Event Program 4:30 - 5:15pm Reception

5:15 - 5:30pm Intro - Tidying up the Jordanian Startup Eco-system 5:30 - 5:50pm StartupJo.com Demo - How it works? 5:50 - 6:15pm [Entertainment] Dubstep - by Zuka or

Classic Guitar Ramblings by Essam AK 6:15 - 6:20pm Guest Entrepreneur 6:20 – 6:35pm Q&A Session 6:35 - 7:00pm Raffle Draw on iPhone 6+

Dining & Mingling with the crowds

5 SUSTAINABILITY StartupJo was founded by Waleed Asender and Saeed Omar in October of 2014 after getting motivated by a

series of talks about the current fragmentation of the startup eco-system in Jordan. StartupJo also has a

committee that consists of 11 individuals. Committee members bring a great deal of relevant experience,

network power and advice to the table. The committee members help by extending advice on web

development, design and business aspects. They also help by fulfilling micro-tasks during campaigns and

events. We also have a volunteer network that is expanding. Development, campaigning and events are currently fully financed by the founders alone.

Development roadmap

The website undergoes continuous development and design while validating our services and studying the

site’s analytics on daily basis.

Task Description Resource FTE Job in Hours

$12/ Hour

Due Date

New UX Deployment

After validating with 150 users we are relaunching website with a much enhanced experience that will let users get where they want in fewer clicks.

Dev 0.5 Des 1.0 Front End 0.5 Total = 2.0

50

600

10-Dec-2014

New Features Our current feedback acknowledges the importance of features like Helping Out getting startups new Early Adopters, and geo-tagging and linking with crowdfunding services online. We will incorporate these and highlight them amongst our 8 other categories of help extended currently onsite. We will also connect to third party services such as Skype, Indiegogo.com, Gust.com…etc.

Dev 2.5 Des 0.25 Front End 1.75 Total = 3.5

100

1,200

30-Dec-2014

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Enhance Signup Process

The current signup process is anti-visual and lacks consistency. We will be launching a more enhanced signup process with fewer details required and more social media linkages to draw in more data more conveniently upon approval.

Dev 0.5 Des 0.5 Front End 1.0 Total = 2.0

35

420

5-Jan-2015

Integrate Blog The blog is going to be the nerve center for our website that captures the latest trends, tips and micro news from our ecosystem.

Des 0.25 Front End 0.25 Total = 0.5

20

240

7-Jan-2015

Build iOS App Apple fans will have an app to toy with while connecting with their mentors abroad. They could almost everything they could do with the online platform.

Dev 1.0 Des 0.5 Front End 0.5 Total = 2.0

150

1,800

31-Jan-2015

Build Android App

Android tablets and phones will have a unique experience connecting using their apps. With minimal design and features we will do 70% of the features done on web platform.

Dev 1.0 Des 0.5 Front End 0.5 Total = 2.0

120

1,440

31-Jan-2015

Build Analytics Tool

This tool will allow us to allow automatically generated reports based on the variables that we monitor our SCOMI users.

Dev 0.25 Des 0.75 Front End 1.0 Total = 2.0

50

600

5-Feb-2015

Build API Opening up data to users and other organisations that would like to embed, share, analyze, incorporate and include our data in any way beneficial to understanding our ecosystem.

Dev 1.0 Des 0.5 Front End 0.5 Total = 2.0

75

900

15-Feb-2015

Server Upgrade

Coping with traffic and campaigns 500

3 months

Total 16 FTEs 600Hrs $7,700

Business Models

StartupJo is in private beta and is in constant development mode. It will attract traffic by targeting different

visitors throughout the AARRR customer-cycle model: Acquisition, Activation, Retention, Referral, & Revenue. The team at StartupJo is advocating a lean operation and is keeping agile with market needs & trends.

As a startup itself, StartupJo is concerned with adding value to its customer segments. Our main KPIs are

reaching 500 registered startups after the 3.5 months campaign, and reaching a retention rate of 50% of

members (SCOMI) revisiting our site on daily basis. When these KPIs are accomplished, StartupJo will experiment with the following business models to secure sustainability and profitability of the project:

1. Promoted Services: Targeting Companies that provide services to startups.

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2. Promoted Profiles: This extends to Investors, Mentors and Organizations who wish to be found by

startups.

3. Promoted Products: This can be chiefly marketed to Startups who wish to promote their offerings in the

market and ask early-adopters to try them out.

4. Analytical reporting: based on B2B, StartupJo can build an internal capability to develop thorough

analytical reports based on eco-system behaviors and variables. 5. Advertising: depending on traffic, team can decide best model to adopt before opening to advertisers.

6 OUTCOME Following the national campaign of “The Jordanian Startup Genome”, StartupJo team shall produce and share

several finding reports that can enhance the understanding of startups in the following perspectives:

The other outcomes of this campaign is to sync data of Jordanian Startups on our partner websites:

http://StartupGenome.co http://angel.co http://Linkedin.com http://CrunchBase.com

The major sought-after achievement of this collaboration is to enhance Jordanian entrepreneurs’ lives by allowing others to help them realize their dream-projects. We aim to connect Jordanian startups with the world.

Report on linkages established via StartupJo.com

[Report + Infograph]

Investment status quo in Jordan

[Report + Infograph]

Outlining:

1. Business Types

2. Locations

3. Age Groups

4. Seed Investments

5. Mentorship impact

6. Major Challenges

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7 SPONSORSHIP OPPORTUNITIES There is a tremendous opportunity for corporate partners to benefit from the mileage of this important National Campaign. Please get in touch with us for advice on the best package for you.

Silver JD 800

Thank you & recognition during event

Opportunity to display one sign or banner on the buffet table

Hand out materials, swag, other relevant materials

Customized email invite design to your list of invitees

Gold JD 1,500

Identified in all social media campaign for one of your services

Company name/logo listed on StartupJo.com when your Country & City is highlighted [ months’ time]

Thank you & recognition during event

Opportunity to hang banners at the event

Hand out materials, swag, other relevant materials

Customized email invite design to your list of invitees

Platinum JD 3,500

Invitation to add your content as a blog post on StartupJo & on 3 consecutive weekly newsletters

Branding on post event video – [high viral value]

Branding on StartupJo’s brochure, leaflet and stage popup

Offer a prize to a Startup or an individual via StartupJo’s onsite voting (e .g. Cash prize (above JD5,000),

Office Space, iPhone, netbook, software)

All benefits of the Gold Sponsorship

Customized email invite design to your list of invitees

Premiere JD 7,000

Branding on StartupJo’s t-shirts, mugs, brochure, leaflet and stage popup

Invitation to address attendees for 3 minutes [or showing video]

Invited to set up a booth for your product/service during the event

Name Sponsor: “(Sponsor) introduces The Jordanian Startup Genome Campaign”

Integration of Sponsor’s brand and message in the online campaign & promotion

All benefits of the Platinum Sponsorship

Customized email invite design to your list of invitees

Reports JD 2,500 / Per Report

Our corporate sponsors has the opportunity to affiliate with the 3 reports StartupJo will be producing by February

2015. These will be heavily shared via Social Media. The reports will be rebranded as:

1. Sponsor’s Startup Impact Report

2. Sponsor’s Investment Impact Report 3. Sponsor’s Jordanian Startup Genome Report

For more details please refer to the Outcome section of this document.

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8 STARTUPJO PARTNERS (TENTATIVE LIST) Startup Listing Partners

Regional Partners

Community Partners

Startup Fund Partners

Corporate Sponsors

Media Partners