2018 Startup GUIDE - 10th Edition
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60 | COVER STORIES<br />
TECHNOPARK Lucerne<br />
Enabling funding with<br />
ˮCORNERSTONE startup value stack“<br />
On below startup runway to lift off, “enabling funding” is the first<br />
TECHNOPARK Lucerne value proposition to address startups’<br />
most important pain point “securing funding”.<br />
“CORNERSTONE© startup value stack” is TECHNOPARK Lucerne’s<br />
proprietary productized service to enable startup funding,<br />
free for startup @ TECHNOPARK Lucerne. It is based on a blended<br />
mix of own experience with Customer development (Steve<br />
Bank, Stanford), Lean startup (Eric Ries, Harvard Business School),<br />
Pretotypoing (Alberto Savoia, Google) and Disciplined entrepreneurship<br />
(Bill Aulet, MIT). It is well proven and it’s design is deliberately<br />
highly modular and visual to fit with engineering and science<br />
startuppers’ way of structured thinking.<br />
If a startup builds its foundation from solid cornerstones, it can go<br />
on to become a financially successful company. Structured execution<br />
(disciplined entrepreneurship) matters more than the business<br />
idea itself. Below seven steps summarize this process (see<br />
the corresponding colours in the chart of the right page).<br />
<strong>Startup</strong> Value Stack – a layer model of a company resp. startup<br />
similar to the OSI/ISO model. Bottom layers make functions available<br />
to the upper layer and deliberately hide complexity by using<br />
modularity. The very top layer is of course the financial layer.<br />
1. Customer value layer (“luminous green CORNERSTONE”, because<br />
only the customer can give the green light for success):<br />
The main question is: “WHICH problems that are important to<br />
the customer (pain point) does the startup solve better than the<br />
competition (startup sweet spot)”. Focus on a BEACHHEAD<br />
market, which can be dominated (NICHE), is decisive.<br />
2. Value generation layer (“blue CORNERSTONE” in the colour<br />
of the TPL startup): Key questions are “HOW does the startup<br />
create value and how can it capture value?”, “How does<br />
it reach customers?” and “What focusses it on considering<br />
the very limited resources (money, time) of a startup?” (Value<br />
chain design, Business model canvas).<br />
SWISS STARTUP <strong>GUIDE</strong> <strong>2018</strong>
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