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Š 2017 | The official magazine for Dutch businesses visiting Silicon Valley

Published by the Consulate General of the Netherlands in San Francisco

SILICON VALLEY playbook RenĂŠ Bonvanie of Palo Alto Networks shares his insights for startups coming to Silicon Valley

fix your cap table!

WHAT INVESTORS WANT TO KNOW Flyr founder Alexander Mans explains how he managed to build a successful business in Silicon Valley

talk founder to founder

Super Evil Megacorp Co-founder Tommy Krul on his adventures as a Dutch Game Coder in Silicon Valley

super evil megacorp

Plus:

prepare your journey with a visual toolbox

Plus:

go build that killer pitch deck

Everything you have always wanted to know about moving to San Francisco

taking the big plunge

Plus:

work hard, play hard: the best spots at night

Plus:

read about the other side of silicon valley


Foreword

You are in charge of your own success! The Inside Silicon Valley Playbook

Thank you to the following people

was published by the Consulate

(without you this magazine could

General of the Netherlands in San

never have been created!):

Francisco The Consulate General of the Production, design, content and

Netherlands in San Francisco :

interviews by 30X Amsterdam and

Gerbert Kunst | Michiel Engelaar |

Business Models Inc. San Francisco

Jasper Smit | Alexander Kramer

For general information about this

Investors, founders and experts:

publication, please contact us.

Ronald Goossens (ASML) | Derk de Korver (Google) | Marloes van

Consulate General of the

Schaijk (Osborne Clark) | Alexander

Netherlands in San Francisco

Mans (Flyr) | Marco ten Vaanholt

http://nlintheusa.com/holland-in-

(BootUp) | Tommy Krul (Super

the-valley | SFN-EA@minbuza.nl

Evil Megacorp) | JP Van Seventer

Silicon Valley is a unique place. The buzz is palpable and infectious. Competition is relentless. Everyone is working on something big. Everywhere you look there are people who can help enrich your experience. And everyone is willing to share in order to help others succeed.

02

More about Startup Delta

Many Silicon Valley entrepreneurs have shared their experiences and best practices in this Playbook to give you a head start and support you on your journey. Grab this opportunity! You are in charge of your own success.

(Dutch Game Garden) | Dennis Thirty X Amsterdam

Goedegebuure (Fanatics Inc) | Klaas

Creative direction, design, additional

Broekhuizen (Correspondent FD) |

content | www.thirty-x.com | Erik

Monique van Schaïk (Ebay) | Pieter

van der Pluijm | erik@thirtyx.com |

Doevendans (Ava) | Salar al Khafaji

@eeevdp

(Silk) | Remco van den Elzen | René Bonvanie (Palo Alto Networks) |

Business Models Inc San Francisco

Wybe Schutte (Newzoo) |

www.businessmodelsinc.com

Constantijn Van Oranje-Nassau

| Research, content, interviews

(StartupDelta) | Rens de Jong (BNR

| Maaike Doyer | maaike@

& RTLZ) | Arthur van Hoff (JauntVR)

businessmodelsinc.com | Justin

| Coen Tijhof (Adyen) | Maarten van

Lokitz | justin@businessmodelsinc.

Lieshout (Thirty X)

com Special thanks to: Copyright ©2017 Consulate General

Over 30 Dutch startups that

of the Netherlands in San Francisco.

participated in our survey, and 50

All rights reserved.

Dutch entrepeneurs that contributed during their visit to Silicon Valley!

Go to Silicon Valley to learn, to test, to create. Be proactive. Have a plan. Start to develop your network. Know what you are looking for, and realize there is a lot you don’t already know. We would love to bring this spirit back to The Netherlands; a spirit of sharing while competing. You, and the entrepreneurs before you, are the bridges between Silicon Valley and The Netherlands.

Photo: w

ww.sam

Constantijn van Oranje-Nassau

All credits for photography lie with their respective owners, see photo captions.

StartupDelta

Continue

sung.co

m/n


This is your guide book for Silicon Valley.

03

A trip to the valley should be a wild ride. This magazine captures that feeling. We invite you to dive into the deep end, and immerse yourself completely. If you turn this page, brace yourself for the world of tomorrow. This is your guide book.

Continue


BUCKLE UP!

04

YOU’RE ENTERING

SILICON VALLEY #NLinSV

Continue


INTERVIEW

05

You’ve made the decision to go to Silicon Valley. Awesome! You must realize this is a big step. You have made the decision to black out a couple of days on your calendar to work on the future of your company instead of focusing on the business of today and the shit of yesterday.

RIDE. ENJOY THE Photo: Jeroen Oerlemans

RENS DE JONG

ANCHORMAN & KEYNOTE SPEAKER, BNR & RTLZ

Continue


// ENJOY THE RIDE

WHERE TO START?

DON’T HOLD BACK

>> Now that you’ ve made this

define what you want to learn

Getting inspired in Silicon Valley

NOW GO VISIT THE FUTURE!

decision, where to start? Every

Next, define what you want to

is easy. Doing something with this

Go to Silicon Valley. Go visit the

journey starts with preparation.

learn. What are the main high level

inspiration once you are back in The

future. And after you have had a

The first thing is to force yourself

questions you want input on? And

Netherlands is the difficult part.

couple of meetings, rent a bicycle.

to read a lot. About everything. Get

what are the two to three high

informed about what is happening

level questions you want to ask

Make sure you are not going to

everything to sink in. Smile, you are

in the world, and in Silicon Valley.

to get input? Make sure you ask

Silicon Valley on your own. Bring

in Silicon Valley.

these questions to everyone you

team members. You have to inspire

What is happening in the field of

meet, at every level. By doing this

and motivate each other to keep

You took the first steps to make

technology and innovation? What

consistently, you will create your

on working on the future of your

your company future proof. And, by

are the business models of the

own data set.

company, instead of only focusing

taking the first steps you’re already

on the business of today.

halfway there!

future? What are the upcoming

Catch some fresh air and allow

trends? Not only today’s trends,

And be prepared for the

but also about trends 20 or 30

unexpected. You don’t know upfront

We as Dutchies are incredibly

years from now. Read books, read

where you will acquire the most

good at relativizing, and trying to

magazines, read blog posts! Warren

valuable insights. Be open to

downplay what we see and hear.

Buffet blocks two hours every day to

discover the things you don’t know

Don’t. You are only trying to comfort

read. How much time will you spend

yet.

yourself. To lull yourself to sleep.

reading in preparation for your trip?

Be open. Step into the big world Once you are in Silicon Valley, you

and embrace uncertainty.

Be aware that everyone in Silicon

will start to realize Americans are

Valley, really everyone, from

really good in thinking global,

Only by taking a leap will you move

engineer to CEO, is extremely

thinking big.

yourself and your company forward

knowledgeable about almost

What makes Silicon Valley tick?

and learn.

everything. It is like everyone got

They know how to package their

their MBA from a design school.

story. Step into this global thinking.

This means you can go into depth

Put yourself and your company on a

much faster compared to what you

global scale. What is the impact you

are used to in the Netherlands. Be

want to make in the world?

prepared for this.

06

Before your trip


Back to last screen

Section color coding

PART 1: Before Your Trip PART 2: During Your Trip PART 3: After Your Trip

How to use this play book

Menu

07

Page number

Learn how to prepare for your trip to Silicon Valley

Related Cross References

Fast tracks

Test your ideas by failing fast

Find everything your need to know to improve your stay

Chapter Jumps

Reflect and take action after you returned from the Valley


BEFORE YOUR TRIP PART 1:

Silicon Valley is unlike any other

08 SILICON VALLEY FUNDAMENTALS Where is Silicon Valley? WHAT MAKES SILICON VALLEY TICK? It’s the Ecosystem, Stupid! Sharing is Caring A BRIEF HISTORY OF SILICON VALLEY As featured on DWDD INTO THE REAL DRAGON’S DEN The Investment Ecosystem Interview with Investors What Investors Look For Boost Your Business Hacks for Better Meetings SILICON VALLEY TOOLKIT Anatomy of a Killer Pitch Deck Hacks for a Better Pitch

place you’ve ever been. Sure, we

may drive the same cars and use

FINAL PREPARATIONS

the same interwebz. But, when

Packing, Apps & Reading

you’re here you’ll start to notice how different it is…how special.

DEPARTURE CHECKLIST

The next few pages will help you

Are You Ready for the Valley?

to familiarize yourself with what you’re about to see. DURING YOUR TRIP Take me to the next chapter!


So, you’ve decided to make a trip to Silicon Valley to get inspired,

09

pitch your idea, fund your start-up or perhaps even get rich (by doing all of the above). An important first step, no doubt. However, before you simply launch into what you think is Silicon Valley, it’s best to really understand what it is you’re getting into.

IMMERSE YOURSELF YOUR PRIME DIRECTIVE:

Photo: Creative Commons / Unsplash.com

Continue


BERKELEY UNIVERSITY

Let's start with some geography. If you didn’t already know it,

ALCATRAZ

GOLDEN GATE

what you’re calling Silicon

Why is this important to know?

distinct areas that are part a large

Francisco don’t think of themselves

geographic area, called the San

as working and living in Silicon

Francisco Bay Area – the Bay Area

Valley. Likewise, people from

for short. It's made up of nine

Oakland will always carry their

counties and more than

“East Bay” flag and not one that

7 million people!

hails San Francisco or Silicon Valley.

The areas you’re probably here

Moreover, each of these areas –

to visit are San Francisco, the

including the other cities/counties

actual Silicon Valley (the cities and

not mentioned here – has a distinct

counties from San Mateo to San

feel and culture.

Valley is actually three

OAKLAND

SAN FRANCISCO

010

People who work and live in San

SILICON VALLEY

SAN FRANCISCO BAY

SOUTH SAN FRANCISCO

MILBRAE

SAN MATEO

Jose), and Oakland. MENLO PARK PALO ALTO

STANFORD UNIVERSITY

SILICON VALLEY The dots on the map represent

MOUNTAIN VIEW SANTA CLARA

SAN JOSE

What makes

SUNNYVALE

startup concentrations. There are over 27000 startups in the Bay Area,

the valley tick?

CUPERTINO

about 10% of the most important

The investment

ones are plotted here.

ecosystem

Data Visualization: Thirty X

LOS GATOS

TO L.A. (8 HRS)


WHAT MAKES SILICON VALLEY TICK?

011

It’s the ecosystem, stupid!

At this moment, somewhere in the Bay Area, someone is engineering a way to disrupt your world. Silicon Valley is a true petri dish of innovation. Since the beginning, algorithms and breaking rules have been at the core of everything – from autonomous vehicles to crypto currency, from the sharing economy to open source, from patent trolls to artificial intelligence, and from synthetic biology to artificial life. >> Photo: Public Domain

Continue


HIGH TECH HIGH RISK HIGH GAINS

entrepreneurs. Many startups

share everything here. And, as

A big part of that distorted reality

Same goes for Snapchat. And this

locals why this region is so unique,

such, news about new apps, ideas,

can be seen in our extreme cost

isn’t happenstance. Universities

the likely answer is that Silicon

companies, meet-ups, interesting

of living. Because Silicon Valley is

here teach entrepreneurship as a

Valley’s uniqueness, its specialness,

people, etc. travels insanely fast.

where the majority of the world’s VC

trade.

comes from the fact that it is a

We absorb all of that news and

money exists, this is where startup

bubble, housed inside of a bubble,

implement those ideas – and

unicorns are found. And because

that contains its own (somewhat)

install those apps – right then and

lots of entrepreneurial people want

self-sustaining ecosystem.

there. In a sense, you can think of

to be here (whether that’s for the

this area as its own sales channel.

weather or the aforementioned

As you can probably imagine this

money and unicorns), the cost of

creates an environment that feeds

living here is astronomical. And

When you put these factors

on itself and distorts reality.

that’s not just rent; it’s everything

together, you’ll find that Silicon

from rent to groceries to drinks at

Valley is indeed a very unique

The investment

the bar. However, with that high

ecosystem. Universities spit out

ecosystem

When we, in Silicon Valley, start

cost of living come huge potential

tech talent; startups are generated;

using new apps meant to make our

rewards. Think about it this way:

big companies hire said talent and

What investors

lives easier, whether those are food

High tech. High risk. High Expense.

acquire companies; and everyone

want to know

delivery apps, transportation apps,

High rewards.

feeds off of what’s been created

“why Is this region so unique?”

SHARING IS CARING

When people ask Silicon Valley

PERMANENT TiME WARP

As you’ll read in the pages, we

actually start in some of the world renowned universities located here. Sergey and Larry founded it while they were students at Stanford.

IT’S AN ECOSYSTEM

or even dog poop-picker-upper

right here in our backyard. Are we

apps (yes, that’s a real app… at least,

in a bubble? Hell yes! And we feel

over here it is), we’re astonished to hear that no one else in the world has heard about them. And it’s not just the apps. It’s everything. Silicon

STARTUP PETRI DISH

012

Google didn’t start in a garage.

fine!

valley is in a permanent time warp,

Another interesting thing you’ll find

ahead of the rest of the planet. And

here is the strange comingling of

that has a lot to do with the Silicon

students, startups, and companies.

Valley mindset.

In Silicon Valley, startups are

The Silicon

not just ideas hatched by serial

Valley Mindset

Data Visualization: Thirty X


SHARING IS

CARING

Silicon Valley has an embedded

culture of sharing – ideas (including half-baked ideas), resources, time,

effort, contacts, knowledge etc. The key here is that many companies are willing to share in order to

CORE VALLEY MINDSET

013

The conference bike, a typical Silicon Valley way of combining brainstorming with exercise

create (and capture) more value.

While these seem simply like

And, individually, by creating value

regulatory nuances, they have

for each other, most people believe

created an environment where

they will capture value in the

anyone can leave any company at

future. There is a perceived karmic

anytime and startup a competing

value bank here.

company (or go to work for a

Test your

competitor) without fear that there

mindset!

Part of the sharing culture is

will be legal consequences.

also an interesting regulatory

So, the smart people talent pool

environment that exists in few

here shifts and changes and learns,

places in the world outside of

all the while creating interesting

California. Basically, non-compete

new things and businesses which

contracts are not enforceable.

would otherwise be stifled by

Compounding this is the fact that

regulations, lawsuits, or threats.

California is an at-will employment

Those don’t exist here… unless

A brief history of

state.

someone steals IP.

Silicon Valley

Photo: flickr / byronknoll


014

ONLINE VIDEO

DWDD UNIVERSITY THE SILICON VALLEY SERIES

skip video and continue

Photo: Wiebke Wilting - www.wiebkewilting.nl


Unicorns

Bay Area

48

Startups with a valuation of over $1 Billion

1

Uber

AirBnB

Dropbox

Snapchat

4

Decacorns > $10 Billion

The return on investment investors are looking for

Bay Area

The Netherlands

7 million people

17 million people

27,000 startups

2,000 startups

15,000 investors

500 investors

Infographic: Thirty X

It should be no surprise that there

largest cluster of Fortune 500

are a variety of investment entities

Companies in the United States

that you might want to know about.

015

INVESTMENT ECOSYSTEM

The Netherlands

10X # total

The Bay Area is home to the second

and encompasses 25% of all global

The following pages should help to

venture capital investments.

get your bearings.

INVESTMENT VOLUME 300

50,000

What investors want to know

5 Ways to fund

The Netherlands

your startup Tools to

Bay Area

$M

3

1

DEAL VOLUME MEDIAN

prepare

$M

More on the ecosystem


VC’S, ANGELS, CORPORATES, ACCELERATORS, OH MY! Venture Capital Firm Profit-driven (typically themebased) investment firm that develops “funds” from a small group of limited partners (LPs) with the express purpose of using those funds to invest in a handful of promising startups. The goal is to receive a 10x return from investments made through various startup exist strategies, such as IPOs and acquisitions.

corporate Startup studio startup smaller, more hands-on and accelerators & Amore intimate version of an incubators accelerator: a startup studio Corporate programs that accept open applications to attend classes of new companies run by small founding teams. The focus of these programs is to build the network and ecosystem, change the corporate culture, gain access to ideas and technology, and create jobs to benefit for a wider society.

houses a few startups under one roof.

Unsually the principals of the studio invest their personal time, expertise and effort into each startup, trying to help them scale. Often run by more experienced entrepreneurs or serial entrepreneurs that already made some money.

angel investor

016

Usually well-connected, wealthy individuals that participate in smaller, “seed” investment rounds. Often angel investors have more appetite for risk knowing rewards are also greater.

Startup Accelerators & Incubators Profit-driven programs that accept open applications to attend cohorts of new companies run by small founding teams. Founders have typically already developed the initial ideas. Why join an

corporate venture arm Most Fortune 500 firms also employ their own internal venture fund to invest in / acquire startups that will give them a competitive edge.

accelerator? What investors want to know

Are you ready for funding?


WHEN ARE YOU READY FOR SILICON VALLEY? We got some very useful tips from René Bonvanie, Chief Marketing Officer at Palo Alto Networks and board member of several startups in the Bay Area.

5

1

3

ve made an a h u o y m o wh VC’s with eave fore you l e b t n e m t n appoi

2

Companies that migh t be interested to buy or license yo ur technology

e are part of th Companies that you are in same ecosystem

4

Visit companies that might be interested in buying or licensing your Peohno plelog tha tec y t offered to help you

u what you People that can tell yo to settle need to do if you want here

hardly relevant. And above all their

Valley, realize that for 99% of the

investors. And, vitally, except for the

FIRST FIX YOUR CAP TABLE!

capital structure is a mess. It is too

startups it is irrelevant to go the

last one, make sure you have the

complicated. It is a mix of holdings,

Google kind of companies. The 1%

appointments made before you go!

‘BV’s’, or not for profits. There are a

for whom this is relevant should

lot of very small shareholders. Make

do this only when they want to

If you don’t have the first and sec-

When you consider coming to the

sure you clean up your structure

become part of the ecosystem of

ond type of appointments sched-

Valley, first of all, make sure your

and be prepared to compromise.

such a giant.

uled, stay home.

More about Palo Alto Networks

capital structure (i.e. your ‘cap table’) is pure (or at least be willing

And, if you are a great startup in

to make it pure).

the cyber ecosystem, or a talented

I have seen so many startups over the recent years that are actually just small companies. They are multiple years old, low growth,

THE 99 PERCENT vs google

WHO SHOULD YOU VISIT?

meetings for your trip to Silicon

scheduling your meetings with

When you are scheduling your

Consider this list of tips when

student in math, engineering or electronics, please make sure you schedule an appointment with me as well!

5 ways to fund your startup

017


5

WAYS TO 4 FIND FUNDING 3 FOR YOUR 2 STARTUP Speak Silicon Valley

Bootstrap: funding your startup with your own money.

5

1

$$$

$$$

INVESTORS, CORPORATE VENTURE, ANGELS

The decision to go this route should not be taken lightly. Not only are investors famously picky and flippant – taking investment

018

from any investor means that you will have to give up equity plus some control of your company. Know what you’re getting into any why.

CROWDFUNDING

There are TONS of great crowdfunding options out there! Do a

bit of legwork and submit your idea and/or product to the sites

that make the most. The upside here is that you’ll have a whole new channel to validate some of your assumptions and refine your pitch for (close to) free. This is a no brainer.

BANKS & TRADITIONAL LENDERS

$$

Though you’ll likely run into credit hurdles here, in the US, you might find that Dutch banks, like American banks, offer loans with great rates for small businesses. Loan applications are typically more straightforward than going directly to investors. Plus, with some capital on the books, you will show investors that you’re a “real company”.

FAMILY & FRIENDS

want to know

While it might sound like begging, this is your absolute best funding option. The key here is that you MUST NOT BEG! Treat family and friends like real, institutional investors. Pitch them like you would any other investor. And, provide them options for equity based on their investments.

YOU

$

This is probably one you know well. In fact, there’s no getting around it. If you’re not willing to invest in yourself and your startup, how will you convince anyone else to?

$

What investors

Prepare your killer pitch

Why join an

accelerator?


WHY JOIN AN ACCELERATOR?

019

You may have gone through

There are many specialized

an accelerator program

accelerator programs in the

already in The Netherlands, or

Bay Area. Take some time to

EXPERT MENTORS

somewhere else in Europe.

define your most urgent needs

Get access to mentors,

and figure out which ones are

specialized in Silicon

However, when you are serious

best suited for you at this very

Valley startups

about launching in Silicon

moment >>

Valley, a great place to start is by joining one of the many accelerators in Silicon Valley.

LEARN TO PITCH Get pitch and presentation training.

And it’s not just to learn how you can build your startup,

There is a lot we can learn from the way startups pitch in Silicon Valley

either. There is much more to it. Consider these reasons to join an accelerator program in Silicon Valley.

launch your company

Investor Network Find the right investor for your company

Don’t waste time figuring out how the legal environment works, learn from other startups

Overview of accelerators

CULTURAL ASSIMILATION Understand the culture, the ecosystem,

Prepare your killer pitch

and the way of working in San Francisco

Continue


BOOST YOUR COMPANY PROGRAMS TO

an overv iew of some g reat accelera tors tha t have exp erience with ove rsea startups s .

BOOTUP

PLUG AND PLAY

WOMEN'S STARTUP LAB

FOUNDERS SPACE

International accelerator focused

Has a strong focus on technology

Focuses completely on female

Very internationally focused with

on ‘scale-ups’

startups.

founders.

robust relationships globally.

bootupventures.com/accelerator

plugandplaytechcenter.com

womenstartuplab.com

www.foundersspace.com

68 Willow Rd, Menlo Park

440 N. Wolfe Rd, Sunnyvale

405 El Camino Real, Menlo Park

450 Townsend Street, San Francisco

500 STARTUPS

READWRITELABS

MATTER

SKYDECK (BERKELEY UNIVERSITY)

Bridges the gap between Silicon

Focus on Internet of Things

Focus on media and media

Accelerator lab associated with

Valley and the rest of the world.

startups.

technology startups.

Stanford University.

500.co

readwritelabs.com

matter.vc

skydeck.berkeley.edu

814 Mission Street, 6th Floor, San Francisco

San Francisco

421 Bryant Street, San Francisco

2150 Shattuck Avenue, Penthouse, Berkeley

Y COMBINATOR

ANGELPAD

TANDEM

STARTX (STANFORD UNIVERSITY)

Great Seed accelerator

Seed Stage Accelerator

Focus on mobile

Accelerator lab associated with

for startups

angelpad.org

tandemcap.com

Stanford University.

ycombinator.com

51 Federal Street, San Francisco

1450 Chapin Ave, Burlingame

startx.com

020

What investors want to know


WHAT ALL INVESTORS WANT TO KNOW Investors in Silicon Valley see and hear a lot of pitches. And, while none have a formula for success, most look for the following four things before they’ll invest a single dime. A Kick-Ass Execution Team

However big your idea is today, investors are looking for at least 10x return (and opportunity tomorrow). In other words the

Investor Fit

021

Investors in Silicon Valley by

winning pitches and ideas never

and large have specific areas of

focus on some short-term market

focus and stages by which they

opportunity. They focus on long-

invest. Some focus on early stage

term market dynamics.

education startups, others on late stage Fintech, and others

Think about it this way: when

somewhere else. To have a real

investors consider Uber, they

chance with any investor focus your

seldom even think about drivers

time on the ones you have a fit

and taxis. It’s all about logistics (i.e.

with.

moving people and stuff).

TRACTION

X-Factor At the end of the day, investors

Given that investors hear from

invest in people as much (if not

99% of the startups they invest in

people all day looking for money,

more) than they do in the ideas

pivot during the course of their life.

it would make sense then that

people have. To have a real chance

This is especially true for early

the most interesting teams and

with any investor, you’re going

stage startups. So, investors are

opportunities then are ones that

to need to do your homework

looking for teams that can not

have already started in earnest.

in order to find some common

only roll with the punches, but can

connections that will help investors

10 steps to successful meetings

It can’t be said enough, investors

also pivot and execute their way to

Therefore, the best, most investable

see something special in you – your

don’t just invest in a cool or big

success.

opportunities are ones whereby

unique X Factor.

idea, they invest in the team that

the founding team has A) already

Prepare your

will bring that idea – or another

started building something; and B)

killer pitch

one – to life. You might ask why is this important if you’ll end up hiring more people anyway. Investors see it this way:

A Dynamic Market Opportunity

“paying” customers. This not only shows investors that the team can execute together. But, that customers want and need what they’re building.

Hacks for better meetings


---------------------------

-----------------------------------------------------------

--------------------------

> Small talk REALLY matters!

> People only realize after the fact what questions they should have asked. Prepare yourself thoroughly.

> Always send a thank you note!

--------------------------$> Seriously, practice your chatty skills. Subjects range from travel through tech (don’t talk politics!) ----------------------------

----------------------------------------------------------$> René Bonvanie | Palo Alto Networks > -----------------------------------------------------------

hacks for

better

--------------------------$> In Silicon Valley, a meeting without follow up is worse than no meeting at all. Send it immediately! ---------------------------

> Don’t start your pitch with your entire life story, but practice your elevator pitch. $help > Business meetings are probably one of the main reasons you are visiting Silicon Valley. And it is The first 140 important to know that they work slightly different characters are compared to the Netherlands. Use these hacks. Be prepared! -----------------------------------------------------------key to keep the > Have your list of questions attention of at hand during the meeting. your audience. The second there is a silence, your meeting is over.

> Don’t burn your top VC or sales prospect with a bad pitch. Start at the bottom of your list so you can test your pitch. Keep practicing your story!

-----------------------------------------------------------$> JP van Seventer | Dutch Game Garden > ------------------------------------------------------------

---------------------------$> Arthur van Hoff | JauntVR > ----------------------------

meetings

--------------------------$> Dennis Goedegebuure | Fanatics > ---------------------------

022

Prepare your killer pitch Where to have your meeting

10 steps to successful meetings


TEN STEPS TO A SUCCESSFUL INVESTOR MEETING Insights to prepare for your investor meeting in Silicon Valley

understand Don’t look the competi- desperate A first time mistake I often see is tive landthat people say at the start of a scape meeting ‘I am looking for 5 million’. Really understand it. And not just

Don’t look for money; look for

the landscape today: look back to

people that can help you. Or say

what happened in the past two to

you are building relationships for

three years, and be able to explain

the next phase of your company.

why you are different.

That will make you look more

023

interesting. It is just like dating. You European startups are often two

won’t tell on the first date what

years past the hyper curve. They

you really want. That is not a good

might be unique in Europe, but

strategy.

there is a very high likelihood we

$> Marco ten Vaanholt | Founder, Bootup Ventures

have or had something like it in the US.

We interviewed Marco ten Vaanholt, a seasoned parallel Silicon Valley entrepreneur, investor and senior

Most often he meets entrepreneurs who believe they are ready Unfortunately, according to investors, they often

software executive, at the

are not.

dutch investor meetup that was organized by the Dutch Consulate in

The

Silicon Valley.

following

much did they invest? How much

instead, focus on creating an

open money do they still have left

overview of

educational journey. Make sure the

in their fund? Can you speak to

common mistakes

other person is incredibly educated

other founders they have worked

about what you do. Make their time

with? Do your research. Then do it

to help you have more

spent valuable. Often a first investor

again. >>

successful and less frustrating

meeting is just a discovery meeting.

and tips is meant

global executive positions founding BootUp Ventures and the BootUp Startup Ecosystem and now meets startup founders every day.

meetings.

Investors want to be educated.

BootUp Ventures

Who did they invest in before? How

Don’t focus on getting funding,

Marco has worked in at SAP, Yahoo and Oracle before

Don’t focus on the money

know who you’re talking to

More about

Continue


// TEN STEPS TO A SUCCESSFUL INVESTOR MEETING

Keep updating your pitch deck based on the meetings you have!

024

$> JP van Seventer | Dutch Game Garden

be prepared, be very prepared

The easiest one is to make sure

questionsm and make sure it is an

your marketing materials are US

educational journey for you as well.

at the same time. Investors are

But you can look further, as Salar

knowledgeable. Don’t stumble

al Khafaji, founder of Silk, adds:

mean they are not interested. It

Where to have

when I ask you ‘Can you explain

make sure everything is in US

might be they first want these other

your meeting

in two sentences what you do’?

Dollars. Only use US Dollars when

Be very specific about your ‘why’.

discussing revenues or amounts you

Realize the ‘what’ will pivot anyway.

are raising.

proof and not just Dutch websites translated into English.

A question could be ‘I am trying to penetrate the US market, do you

Be prepared to go wide and deep

And know your numbers. When

have any thoughts?’

have fast follow up

someone tells me ‘I will get back to

The most important one, Salar

Follow up within 24 – 48 hours.

you’ I know they are not ready.

continues, is to make sure you have

Send the investor you had a

a US legal entity before you get

meeting with an email with a

here. Investors typically don’t want

summary of what you discussed,

to invest in foreign legal entities.

and ask if they know someone else

be US-PROOF

US companies and investors like to do business with people and businesses that are from the US, or at least have every appearance of being from the US.

be open

don’t be afraid!

If someone is passing you on to someone else, it doesn’t necessarily

people to do the validation for them, to see if the startup or the concept is investment ready.

come visit bootup!

who is interested to hear more

Please do stop by and have a coffee

about this. Leave the door open, but

at BootUp when you are in the

don’t ask directly for a follow up

neighborhood!

meeting.

Be open to new insights. Don’t think

Your visual

you have figured it all out. Ask open

toolbox


YOUR Visual PREPARATION 1. ARE YOU READY for AN investment?

TOOLBOX

025

As we have seen, preparation is

This visual toolbox will help you

Be warned though: mindlessly

everything. To survive that meeting

prepare for your trip in a fast way.

filling out these visual tools is

with an investor, you need to know

You can even do it on the plane.

not enough. Be extra thorough. It

your business, and your story. And to

And you can also use it to rehearse

might secure your future success. In

get the most of your trip in terms of

your story or to reflect on what you

Silicon Valley, scoring a C won’t get

far along are you in your journey to

inspiration and new knowledge, you

have learned.

you a seat at the table.

build your startup?

have to define what to look out for.

2. exploring your context

3. what is your business model

4. PUT A DENT IN THE UNIVERSE

5. BUILD A KILLER PITCH

Valley, you need to understand the

business will create and capture

business disrupt and change the

a good story is the only thing you

context. Who are your competitors?

value, and how it can scale.

world? Think bigger. Much bigger.

have to reach your goal. Keep

I know everyting,

improving it!

let’s skip this.

The first step is an assessment. How

Next, to make sense of Silicon

Are there new trends? What else are investors investing in?

You must understand how your

What is your vision? How will your

Awesome, let’s get started!

Once you have secured a meeting,


THE 10/20/30 Rule:

It’s quite simple: a pitch should have 10 slides, last no more than 20 minutes, and contain no font smaller than 30 points.

026

$> Guy Kawasaki | Apple Evangelist

Anatomy of a KILLER Pitch Deck GRAB THEIR ATTENTION

Far too often startup founders waste valuable time – including

What’s more, many investors are

His rule is applicable for any

refinement, which you’ll need when

notorious for “multitasking” during

presentation to reach agreement:

you get your follow-up meeting.

startup pitches. If you don’t grab

for example, raising capital, making

their attention, you’ve lost!

a sale, forming a partnership, etc.

10/20/30 rule

Think ten slides is too few or a thirty point font too large? Think

be bold!

about this way: your goal during

So, be clear, be brief, be bold, and

a pitch should be to get another

be visual. Do so and you’ll provide

The best pitch deck advice comes

meeting, whether that meeting is

yourself every chance to win the

Sure your app is cool and the demo

from Silicon Valley veteran, and

to review a deal sheet or pitch to

day (and get that next meeting).

is slick. But, no one will care about

famous Apple evangelist, Guy

someone else. Boring everyone or

your demo if there’s nothing to back

Kawasaki. His advice is simple: Use

including too much detail in your

Hacks for a

it up.

the 10/20/30 rule of powerpoint.

initial pitch doesn’t leave room for

better pitch

time with investors – talking about and showing the wrong stuff.


---------------------------> $(‘Define a clear Goal’) ---------------------------Building a great story or pitch is not about what you want to broadcast. It is about how you can bring your point across in a way that matters to your audience. You want them to do something, understand something, become interested. Make sure you know exactly what your pitch

hacks for a

better

Pitch

---------------------------> $(‘The A-Ha Moment’) ---------------------------The audience’s a-ha moment create for themselves. It needs to occur as a spark in their brains. Think of it as a joke. You can make the joke, but if you explain it nobody will laugh. Don’t over-explain your a-ha moment.

should accomplish. Is it

----------------------------

----------------------------

----------------------------

getting a meeting? Getting

> $(‘Build your Pitch’)

> $(‘Have Tryouts’)

> $(‘This is the End’)

an investor on board?

----------------------------

----------------------------

----------------------------

Use the tool on the previous

Standup comedians do

When you finish the story,

----------------------------

page to map out the points

multiple tryouts to make

really finish it. Staying

> $(‘Study your Audience’)

you want to make. And steal

their act a success. And a

on stage and continuing to

----------------------------

from the best: use pitch

tryout is not the same thing

talk about unrelated things

The next important step is

deck collections online to

as rehearsing the story in

confuses the audience.

to really understand who

get inspiration!

a mirror. That is just the

Think about this: they will

first step.

remember the last thing you

your audience members are.

027

is something they have to

say. What will that be?

What makes them tick? What

----------------------------

are they looking for?

> $(‘Use Speaker Notes’)

Find some actual people

----------------------------

(preferably from your target

----------------------------

Do some research, talk to

When you are telling a story

audience) to listen to

> $(‘Have a plan B’)

people that pitched to them

in public, use speaker

your story. See when they

----------------------------

before. And also consider

notes. That way, you don’t

are engaged and when they

Telling a story can be

what they are doing before

have to tell the story

get confused. When do you

scary, and it won’t always

you pitch to them. Are they

exactly as it appears on the

lose their interest? What

go as planned. Come up with

in a receptive state of

slides – and you’ll appear

questions do they have?

a few “plan B” actions

mind? Or are they rushed and

more natural. Besides, you

distracted?

are able to go off-script if

Use these insights to make

when a point does not come

Your packing list

necessary.

your story better.

across.

for Silicon Valley

beforehand that you can use


what to pack?

028

SUNGLASSES

S N E A K E R S - YO U W I L L WA L K A LOT I N S A N F RA N C I S CO

OPEN M I N D!

N O H I G H H E E L S, S U I T S, T I E S, C H I N O S O R B L AZ E R S! PA S S PO RT A N D/O R DRIVERS LICENCE ( TO G E T I N TO B A R S ) T- S H I RT S

B A N K CA R D U S - ACT I VAT E D

YO U R P H O N E INCLUDING ALL N E C E S S A RY A P P S!

B R I N G CA S H! LOT S O F P L AC E S D O N'T ACC E PT CA R D S O R YO U R CA R D S M AY N OT WO R K!

C R E D I T CA R D U S - ACT I VAT E D W I T H P I N CO D E

>S E E N E XT PAG E!

J AC K E T

S W E AT E R

LAYERS, LAYERS, LAYERS! B OT H S E X E S, A L L Y E A R RO U N D: T- S H I RT, S W E AT E R, J AC K E T, J E A N S.

YO U CA N NEVER BRING ENOUGH BUSINESS CA R D S.

T H E C L I M AT E I N S A N F RA N C I S CO I S CO M P L E T E LY D I F F E R E N T F RO M T H E R E S T O F S I L I CO N VA L L E Y. A N D YO U CA N L E AV E YO U R S U I T / T I E / B AZ E R / C H I N O S AT H O M E : )

N OT E B O O K TO K E E P N OT E S YO U CA N R E V I S I T A F T E R YO U R TRIP

JEANS

TAKE STROOP WAFELS. P E O P L E F RO M H E R E LOV E T H E M!

( CA R ) C H A RG E R S & B AT T E RY PAC K AND MIND THE CO N V E R S I O N!

YO G A PA N T S FOR THE LADIES

X.com M A N DATO RY: B RA N D E D S H I RT / S W E AT E R W I T H T H E N A M E & LO G O O F YO U R S TA RT U P

Must have apps for your trip


Google Maps

Techcrunch

Find your way around.

The best source of

Tip: download maps!

knowledge

Uber

Linkedin

Get an uber taxi

Everyone is on

quickly

linkedin.

Lyft

029

No Whatsapp

The taxi service with

Funny enough, people

the Moustache

don’t use Whatsapp! In Silicon Valley, there is an app

Moovit

CalTrain

for everything. We have listed the

Public Transport made

An easy way to travel

top picks here to help you get

super easy

south in the valley

around and find resources.

Essential apps Yelp

Roaming Hunger

Bonus challenge: spot the HQ of

Find the best places

Find where that crazy

the apps you have on your phone

to eat and to meet

good food truck is!

while using the app!

Cuppings

SF MoMa

If you are looking for

When you want to

the best coffee

grab some culture

TripAdvisor

Expensify

Your Demo

Find more places to

Track your expenses

If you have a demo or

eat and to meet

without any hassle

something to show, make sure it’s on

Mr Chilly

Xe Currency

speed dial!

Get to know the Valley

Find out exactly what

More relevant

Microclimates

that Macbook costs

sites and sources


Dive into the maker movement

Now that the popular show, Mythbusters, has ended, Adam

030

humblerise: video pitch resources

Savage and his team of makers run a YouTube where you can see new experiments and inventions.

Founders post video pitches of their company or idea for other founders and investors to see. This is a great way to get attention and inspiration for your own pitch.

techcrunch

Whether it is the address of a VC or the next best thing in tech, you can be quite sure to find it on Techcrunch. resources on investing and funding Read every post on VentureHacks, the precursor to Angellist, and in my opinion the most unbiased and highest quality resource available on the web today. $> Salar al Khafaji | Founder, Silk

Documentary: design disruptors Design Disruptors, released August 1, 2016, represents deep conversations with over 90 top product designers and

get the latest news!

design leaders from today’s most disruptive and significant companies.

get your fix on HBO dutchies (&Others) to follow on twitter @nlinsf | @dutch_goose | @derkdekorver | @alexandermans | @jmlokitz |

Check out the show Silicon Valley on HBO if you want to get a more humoristic insight in startup life.

@krultommy | @jpvanseventer | @thenextcorner | @klaasbroekhuize | @moniquevschaik | @p_doevendans | @salar | @rvdelzen | @renebonvanie | @wschutte | @constantijnvo | @rensdejong | @coentijhof | @the_jaspr |

Reading for your

@maartenvl | @jonaslouisse | @maaikedoyer | @eeevdp

plane ride


READING

material Silicon Valley: Planet Startup

031

Elon Musk

Design A Better Business

Peter Ester & Arne Maas

Ashlee Vance

v.d.Pijl, Lokitz, Solomon, v. Lieshout & v.d. Pluijm

Disruptive innovation, passionate

An inside look in the life of Silicon

Use design thinking to build a future

entrepreneurship, high tech startups.

Valley’s most daring entrepreneur.

proof business.

The Hard Thing about Hard Things

Chaos Monkeys

Google Sprint

Ben Horowitz

Antonio Garcia Martinez

Jake Knapp, John Zeratsky & Braden Kowitz

Building a business when there are no

Obscene fortune and random failure in

Solve big problems and test new ideas

easy answers.

Silicon Valley.

in just five days.

Zero to One

Venture Deals

Think Wrong

Blake Masters & Peter Thiel

Brad Feld & Jason Mendelson

John Bielenburg & Mike Burn

How to go from zero to one and look

Be smarter than your lawyer and your

The way we solve problems is broken.

for disruption in new places.

venture capitalist.

This books shows how to fix it.

Make it New

Creativity, Inc.

Liminal Thinking

Barry M. Katz & John Maeda

Ed Catmull & Amy Wallace

Dave Gray

An overview of the history and

Overcoming the unseen forces that

Learn how to think in ways that help

influence of design in Silicon Valley.

stand in the way of true inspiration.

you change the world.

The Innovator’s Dilemma

Neuromancer

Maker Movement Manifesto

Clayton M. Christensen

William Gibson

Mark Hatch

When new technologies cause great

Experience a glimpse of what the near

What happens when physical products

firms to fail.

future may be like.

can be made by anyone, anywhere.


You have defined a clear goal for your trip.

You have reviewed your business model and vision

You have researched the competition

Spend time on homework

No

032

Know your Business Connecting

All done!

You prepared a shortlist of people to meet.

ARE YOU

You have introductions through mutual connections.

CHECKLIST

READY

FOR THE VALLEY?

You have scheduled a number of business meetings.

No

Use more LinkedIn magic

Final preparations

All done!

You have filled out your Esta Form or other Visa

You have unblocked your bank cards and credit cards

You have installed relevant apps on your phone

You have packed your suitcase

All done!

No

YES NO


DURING YOUR TRIP PART 2:

033 IT’S NOT JUST ABOUT YOUR PRODUCT Interview: Alexander Mans | Flyr VALIDATION AND PROTOTYPING Ava: Prototyping to startup success WHERE TO HAVE THE BEST MEETINGS What are the best places to meet? STRANGER IN A STRANGE LAND Interview: Maarten van Lieshout | 30X STARTUP STORIES Video: Techcrunch Money Talks Interview: Tommy Krul | Super Evil Speak Silicon Valley

Whether you’re dreaming about

BEYOND TECH

coming to Silicon Valley or you’re

What is it like to live in Silicon Valley?

already here, it’s important to

Biggest Cultural Differences

prepare for your trip. This region

The other side of Silicon Valley

has a TON to offer if you know where to look. This chapter will

STAY A LITTLE LONGER

put you in the right mindset.

Things to do and places to see

So…are you ready? AFTER YOUR TRIP Take me to the next chapter!


034

it’s not just about your product $> Alexander Mans | FLYR

We interviewed Alexander Mans

Why and when did you move to

AM: When I see other entrepreneurs

What are the things you love most

(25), a true serial entrepreneur. At

Silicon Valley?

from The Netherlands come to

about Silicon Valley?

the age of twenty he had already

AM: I moved to Silicon Valley

Silicon Valley, the expectation is

AM: What I really love about Silicon

Check out the

founded multiple startups. In 2013,

early 2013 to build a new startup.

often: ‘if I get a coffee at Starbucks,

Valley is the amount of likeminded

FLYR site

at the age of 22, he moved to

I realized it would be insanely

I will run into Marc Andreessen, and

people. No matter where I go, there

Silicon Valley with a clear vision for

difficult but I knew my biggest

it is done.’ But that is not how it

are likeminded people everywhere.

a startup he wanted to build.

market would be in the US. On

works.

Everyone is in sync, they all speak the same language, they are all

the East coast there are a lot of

incredible knowledgeable. >>

Today, Alex is the founder and CTO

travel companies. However, we are

I spent six to nine months to

of FLYR, focusing on the future of

a data science company. In order

really explore Silicon Valley. I built

travel technology. FLYR predicts and

to find the best developed mix of

my network. I identified possible

In The Netherlands you often see

manages price volatility of travel

engineers, investors and ecosystem

investors. I looked into competitive

that mediocrity is considered good

products, enabling a broad range of

I chose Silicon Valley.

companies. Only after that I started

enough. Not in Silicon Valley. We

to raise funds. I learned a lot during

all strive for the impossible all the

this period.

time. Everyone here is focused on

insurance and financial derivative products sold through partners like

What is the biggest misconception

TripAdvisor and Priceline.

people have when they arrive?

Photo: Alexander Mans

the next big thing. >>

Continue


People that move to Silicon Valley all want to break away from the average and think outside of the box. What do you really need to survive

4 Tips BY Alexander 1 No competitions.

How did your own mindset shift in

vision. You need to build a bond

the time you have been here?

between the employee, yourself,

AM: In the beginning, I was purely

and the company. That is way

product focused. I am an engineer. I

stronger than a paycheck.

035

thought the only way people would invest in my company is by building

Where do you look when you’re

the best product.

hiring new people?

in Silicon Valley?

Participating in pitch competitions,

AM: Not everyone will survive in

to find an angel investor, is time

Silicon Valley. It requires a specific

wasted. The majority of these

But it is not about the product! I

hires is AngelList’s Alist.co hiring

AngelList’s

kind of personality. Don’t give up

angels only sign one check per year.

lost a lot of time focusing on the

platform. It’s a great platform

Alist.co

solution. It is about your vision and

to filter what you need and to

about you. That’s what you need to

approach potential employees for coffee.

easily. You need to be a thinker and doer at the same time. The standard

2 Do your research.

AM: My go-to source for new

deviation between the highs and

I spend a lot of time researching

talk about. Don’t pitch your product,

lows is much larger here. Every

potential investors. There are so

pitch your vision and why you are

startup will go through highs and

many out here. Understand what

the one that will solve the problem.

lows more often than you could

type of startups they are interested

have imagined at first.

in. See which companies they’ve

Investors want to understand what

come here?

already funded.

problem you are trying to solve.

AM: The most important thing

And, they need to trust you will be

before you come here is that you

capable of solving that problem,

must be convinced that Silicon

Life is insanely expensive in Silicon Valley. There will be a moment

3 Founder to founder.

What would be the final thing you want to tell people that want to

where you see your cash balance

Founder to founder networking

regardless of the proposed solution.

Valley is the best place to achieve

shrinking faster than anticipated.

really works well. Once you

That has been a huge difference

your vision.

That is the very moment pressure

understood which startups your

compared to the investment eco

will increase. The risk of failure

preferred investors have funded,

system in The Netherlands.

increases every day. And to keep up

approach the founder of that

while trying to avoid failure you’ll

startup. Have a meeting with them

What is it like to hire people here?

to put of lot of time and effort

work 24/7.

to really understand the investor.

AM: Well, it’s the same, actually. You

understanding this and learning

need to be able to share your vision

from it before you move to Silicon

when you are building a team.

Valley.

These low moments distract you

4 Warm introductions.

Next to that, realize there is a lot you don’t know. Be prepared

from the core, the reason why you

Approaching an investor directly

started this company. It will be

hardly ever works. A founder of

I needed people on a shoestring

easier to start to doubt your goals,

another startup may know a person

budget, and the fight for good

your success. It requires a specific

who can make a warm introduction

engineers is intense. It’s crazy

mindset to get through this.

to the investor you are looking for.

competitive. People will only join

Failure is always

you because they believe in your

an option


Speak Silicon Valley Failing Forward: Turning mistakes you

036

made into stepping stones to success. Speak Silicon Valley Pivot: The moment you realize your initial business model is failing and you change to a different business model.

IS ALWAYS AN OPTION Unlike most places in the world, in

making). In fact, founders who fail

well known because he openly

Silicon Valley failure is expected

here often become the heroes and

embraced failure and shared his

Books by Steve

and revered. Just about everyone

gurus for everyone else. Steve

experiences with others about

Blank

here strives to hit it big, and totally

Blank is a prime example of this.

failure. >>

understand that failure is just part

He’s well known not because of

of that journey (and the bets they’re

how well his companies did. He’s More on validation


?

VALIDATE AND TEST Can you take me thro ugh how you do your grocery shoppi ng?

why ARE BAD PRODUCTS MADE?

(concept, design, build, test) and

customers are and what their real

when everything is done, the user

problems are. What problems do

gets to see it and interact with it for

they care about enough to really

the first time. Often with disastrous

want to have them solved?

It’s because we have all sorts of

don’t solve a real problem for the

assumptions about our customers;

customer, so they are not successful.

results : most of the products that are being created like this

ideas we believe to be true. We are convinced that our customer has problem X, and that we can solve it with product Y.

the waterfall of failure

VALIDATE AS EARLY as possible You can get around this problem by validating your ideas early. That means,

?

testing your assumptions

called “waterfall”: we spend hours

with actual customers from the very

building a product, going through

start.

?

tments?

– and they will certainly tell you unexpected things that will send

037

you back to the drawing board! That is a good thing: learning is not about being right - it’s about uncovering the truths you did not know about.

?

n to you whe t n a t r o p m What is i ing? wn to bank o d s e m o c it

VALIDATE ONLINE

A more quantitative way to validate is by testing different options online. Companies in Silicon Valley test new ideas and products nonstop.

So, where to start? By getting out

This leads to a way of working

numerous phases in succession Visit companies that might be interesteddoinyou How buykee ing portra lic ckens ofingyou you rr techno eve rydlog ay yappoin

GET OUT OF THE BUILDING!

be to learn as much as possible

of the building! Find your customer

Did you know that Amazon pushes

and start asking simple open-ended

code live every 12 seconds? That

questions related to your idea, like

way they can test a feature on 5,000

the ones on this page.

users by turning it on for just 45

When was th e last time you went on a holiday?

seconds! This enables them to change prices 2.5 million times a day and generate more revenue – just because

These questions might feel a bit awkward, but you will be surprised This helps you to

by the answers. When talking to

understand who your

your customer, your goal should

they are using customer insights.

?

Wizard of Oz prototyping

n you tell I just saw you do X, ca me why you did that?


Pieter Doevendans is the COO and co-founder of the startup Ava. Ava is an app that captions what people say so deaf and hard-of-hearing people don’t have to miss out on the conversation.

AVA

038

WIZARD OF OZ

So, Pieter, how did you end up in

And how did you tackle that

What did you find out while

What was the riskiest assumption

the Bay Area?

question?

working with Steve Blank?

you tested first?

PD: I came to Bay Area in 2013 to

PD: We first started with a concept

PD: We first designed our business

PD: One of the riskiest assumptions

Try out the Ava

study for a semester at University

for a glove that could translate

model canvas and lean canvas and

was related to accuracy. We wanted

app

of California Berkeley. During the

sign language to voice. We had the

identified all of our assumptions.

to understand how important the

semester, the concept for Ava

opportunity to join Steve Blank’s

Then, following the method of the

accuracy of the translation was to

started to emerge and together,

class at Berkeley. It wasn’t easy to

Lean Launchpad, we started to test

our potential customers. There is

with two others, I co-founded Ava.

get in.

everything we could think of. This

a tradeoff between accuracy and

test overload meant we got stuck

speed when you develop a >>

What did the beginning of your

It was only when my team member

in the administration of the test

>> natural language app, and

journey look like?

said the magical words “we’re not

results. We needed to be smarter.

we needed to know if we could

PD: From the beginning, we knew

married to the glove”, that I knew

what we wanted to achieve. We

we had a good chance to get in.

wanted to find a way to include

sacrifice accuracy. Therefore, we narrowed the assumptions we wanted to test to

How did you find out if your

deaf and hard-hearing people as

So, naturally, it was during this

the riskiest ones, the assumptions

assumption was correct? Did you

part of group conversations.

course that we pivoted the concept.

that absolutely must be true in

build another prototype?

So the ‘why’ was clear from the

We pivoted to an app that enables

order for the concept to be viable.

PD: Well, we needed to be smart

start. But, in order to move forward,

deaf people to read what is said.

We only wanted to spend time and

and we did not have the time to

effort validating those.

build any technology, so rather than

we needed to figure out the ‘what’.

Continue


What did the experiment look like?

If it would take too long to read

PD: We put two people in a room,

what the other person said, it was

PRETOTYPE BEFORE YOU PROTOTYPE As the example of Ava

on your screen or a piece of paper?

one deaf person and one hearing

almost impossible to have a good

demonstrates, prototyping and

Take the simplest route to your lo-fi

person, to have a conversation

conversation. This test really helped

experimenting are vital parts of

prototype that you can think of.

with each other. They would have

our team to understand where to

your design journey. Don’t think you

Use anything around you. Perhaps

the conversation using a Skype

place their focus.

can figure it all out in your head.

you can use PowerPoint or Keynote

// AVA

WIZARD OF OZ

build a real version of the app to

And what did your test reveal?

test with, we decided to simulate

PD: We repeated this test with

the experience we were going for.

multiple people and quickly learned that accuracy was not the

We wanted to setup the simplest

most important. This test really

possible experiment we could think

helped our team to understand

of to test the assumption with.

where to place our focus. The most critical element was speed.

for that digital service prototype.

chat as a mockup of the Ava app on a tablet, where the deaf person

What are the next steps for Ava?

You need to prototype your designs

If it’s a physical product, are there

would be able to read what was

PD: We launched our app

and concepts, not just for your

other things you can modify to

said on the screen.

November 2016, and are now doing

customers, but also for yourself. And

approximate the shape and weight?

product iterations based on all the

you need to be smart and scrappy

And then we ‘cheated’: each hearing

great feedback and insights we

about it. Don’t start building. Start

With every new stage of the

person was wired and connected

are generating every day. It’s very

prototyping and experimenting!

journey, familiarize yourself with

to a person in another room (the

rewarding to see the sometimes

‘wizard of oz’) through skype, who

very personal and grateful

In any design process, it is vital that

is to try it yourself. As a designer

would type what was being said

responses from the people who can

the design team understand the

and entrepreneur, you are your

in the chat. The deaf person could

benefit from the app.

design as intimately as possible.

own guinea pig. Prototyping it, and

then follow the conversation live

And just like scrappy experiments

interacting with it, will give you

on the screen.

can help you validate assumptions,

many more ideas about how you

low fidelity prototypes can help

might solve problems, how your

you and your team gain that crucial

customers will react, and what

understanding.

your next steps will be. If you are

the design. The best way to do this

designing a product, it’s best to use What are you creating? How does

the prototype, as your customers

it work? How does it feel? If it’s a

would, first. If you’re designing a

digital service, how might you mock

process or a service, you are its first

it up quickly, to see it come to life

user.

039


IF YOU ARE NOT EMBARRASSED BY THE FIRST VERSION OF YOUR PRODUCT, YOU LAUNCHED TOO LATE! $> Reid Hoffman | Founder, Linkedin

040

The best places for a meeting


THE BEST PLACES FOR A MEETING

SAN FRANCISCO

Blue Bottle Coffee

66 Mint Street San Francisco

Mezzarine Coffee

720 Market Street San Francisco

Red Door Café

Philz Coffee

101 Forest Avenue Palo Alto

3062 Woodside Road Woodside

Secret Tip #3 “There’s no VC deal without that Buck’s of Woodside meal”

251 El Camino Real Sunnyvale

B2

SAN JOSE

2825 Sand Hill Road Menlo Park

Buck’s of Woodside

Sunnyvale Art Gallery

87 N San Pedro Street San Jose

Rosewood Sand Hill

Secret Tip #2 Sand Hill Road is the Venture Capital epicenter

201 Castro Street Mountain View

1819 S Bascom Ave Campbell

Secret Tip #1 See dot com millionaires pickup their hand-roasted beans

456 University Avenue Palo Alto

Red Rock Coffee

Barefoot Coffee

270 7th Street San Francisco

HanaHaus

3130 Alpine Road Portola Valley

Coffee Society

Sightglass Coffee

1608 Bush Street San Francisco

Konditorei

21265 Stevens Creek Blvd Cupertino

041

Unlike in The Netherlands, a lot of

Coffee places are also a great

meetings take place outside of the

to meet new people, start to

I need a

office. It is very common to meet in

understand the eco system. Get

stronger drink

a coffee place, instead of meeting

caffeinated to get over your jetlag,

at someone’s office. Especially

or get some work done while

the initial meeting. If they are

you are waiting for your next

interested to take the next step

appointment. And unlike anywhere

with you, that is when you might be

else in the US, the Bay Area does

Stranger in a

invited to their office.

have really great quality coffee.

Strange Land


042

STRANGER IN A STRANGE LAND $> Maarten van Lieshout | Creative Director | Thirty X

When you travel, you pack a

picture in my head. Prompted by

The moment I arrived at SFO, I

suitcase or trolley with everything

Hollywood, by human nature, by the

realized that my picture-perfect

you think you’ll need during your

many blogs I had read: a valley of

image of Silicon Valley might be

stay abroad. Yet, inadvertently, you

smartness, a daily life of gadgets,

slightly off: a stuffy outdated airport

also take stuff with you won’t need:

autonomous cars in the streets.

with a depressing color scheme of

Point’, M. Gladwell

browns, off-whites and beiges. With

assumptions, compartmentalization,

Photo: Bas Uterwijk

Read ‘the Tipping

projection. It’s luggage that will

Reading on, you might think: this

customs officers who’d rather see

weigh you down on your journey

is a pessimistic story. Why did you

you leave then to bid you welcome.

and might even blind you for the

go? The eventual point I want to

good stuff.

make is not one of pessimism and

And where did all the smart tech

disillusions. It’s one of contrasts and

go? Where is my promised land of

On my first trip to San Francisco,

the real strength of Silicon Valley.

many opportunities? >>

Silicon Valley, I had this perfect

So bear with me.

Continue


043

>> It took me a couple of days to

shitload of money on your bank

to guard our opportunities. And

up to you to be a Medici family (in

realize that in Silicon Valley it is not

account, for them, is not status, it is

you’re certainly not going to share

your head). Silicon Valley is a great

the bricks and mortar that matter.

proof of concept.

your network with others, just like

spot to do that.

that. God forbid, others might grow It is the pockets of people that are

This implies that, to become

(without you profiting). Be honest:

By all means, follow your

looking to change the world, it is

successful, you need to set others

we tend to fly more solo.

preplanned itinerary but also do a

the way they interact and challenge

up for success as well. Never fly

each other. It is the coffee shops

solo. I’ve noticed how excited they

So, I arrived with a meetings packed

(not to be confused with the

get by motivated people, people

agenda, with my preconceived

Start immersing yourself in the

Dutch interpretation) where rebels

with a plan. And if you are that

notions and curiosity. Instead of just

pool of unorthodox thinkers. Start

talk shop. It is the hot spots like

person: with a point of view and a

focusing on that, I decided to also

collecting unexpected approaches,

TechShop, WeWork or HanaHouse

goal, they are more than willing to

make room for the unexpected.

ideas, otherworldly connections. I’ll

where unorthodox minds converge.

help you make it happen. They will

And that makes much more sense

open their network for you, help

It is really these unscheduled

and invigorating plans of action on

when you realize that the west

you create opportunities, for you to

encounters that ended up making

your flight back to the Netherlands.

coast has always been a place with

accept with open arms. Opportunity

my stay in Silicon Valley worth my

people looking to change society,

begets more opportunities. It is very

while: new contacts, new ideas, new

I could tell you mine, but I’d prefer

who disagreed with the status quo,

contagious.

opportunities, new perspectives.

comparing and sharing them with

little exploring on the side.

bet you’ll be having awesome ideas

you as soon as you’re back!

weary of blind obedience. This “Let’s make it happen! I will

To compare: the Medici family in

There is a strong drive to become

connect you to this and this person.

Venice brought together different

> Maarten is Creative

successful as an individual and as

Let’s meet now!” seems to me a very

disciplines, arts and professions.

Director at Design studio

an entrepreneur. Not necessarily

un-Dutch thing. In the Netherlands

This led to great wealth and even

Thirty-X. He works in

Bars in San

becoming a millionaire. Having a

(or Europe in general) we tend

better a culture of innovation. It is

Amsterdam and San Francisco.

Francisco


BARS IN SAN FRANSISCO

Tips f the rom lo Dutc cal hies

San Francisco has a buzzing bar

scene. There are a lot of amazing places where you can drink

Hog Island Oyster Co

artfully crafted cocktails in a

1 Ferry Building – Local oysters & clams

retro decorated speak-easy. Have

are washed down with craft beer at this

the latest new beer from a local

popular waterside seafood eatery.

brewery at a hipster bar or meet

Marloes van Schaijk – Osborne Clark

interesting people in a dive bar.

Golden Gate Tap Room Bourbon & Branch 501 Jones Street – a glimpse back in the era of Prohibition. Make sure

449 Powell Street – Sprawling spot with retro furnishings featuring 100+ beers Wybe Schutte - Newzoo

you have a reservation, or go the

21st Amendment Brewery

Library bar entrance where the

563 2nd Street – Housemade brews,

3394 22nd Street – Low-key

secret code is ‘books’.

pub grub & brunch

Mission martini bar with mood

Maaike Doyer – Business Models Inc

Klaas Broekhuizen – Correspondent FD

Lone Palm lighting, art deco fixtures & lounging areas.

Black Cat

Derk de Korver – Google

400 Eddy Street – Swanky jazz

Did you know the Martini and

lounge and cocktail bar. Make sure

the Pisco Punch were originally

you have a reservation for the

invented in San Francisco?

El Techo 2516 Mission Street – Rooftop bar

basement area.

Pieter Doevendans – Ava

Coen Tijhof – Adyen

Do you speak Silicon Valley?

Video: do you have to live in SF? Graphic: Thirty X based on Google Maps content

044


045

ONLINE VIDEO

TECHCRUNCH MONEY TALKS

DO YOU HAVE TO LIVE IN SAN FRANCISCO TO BE AN ENTREPRENEUR? Photo: Video on Youtube

skip video and continue


$> Tommy Krul | Co-founder, Super Evil MegaCorp Super Evil MegaCorp develops

his own game technology. His

decent life for 1 to 2 years without

take their offer. This was obviously

dream was to create a multi-player

an income. It is crucial to have

a tough decision to make. Do

game that was truly fun to play. Not

these savings. We worked on the

you shoot for the moon or take

just as a one-off, but fun to play for

development fulltime for a year

the Ferrari? So in the end, while

years.

trying different approaches as we

figuring out how to proceed, we did

went.

contract work for a period to earn

games for mobile. Their most famous game is eSports game

How do you look back on the years

Vainglory for which they received

you spent founding and building

While we learned a lot, we

top game development honors,

your company?

ultimately failed, mainly because

And how did you eventually make

including Apple’s “Best App” in 2014

TK: A lot of people don’t realize

we were unwilling to take venture

your vision come together?

and 2015. Founded by a Dutchie,

how long it takes to get a startup

money. We were afraid to lose

TK: After about a year we took

Tommy Krul, Super Evil Mega Corp

going. I really had no idea where

control and believed we could

another shot. We realized almost

046

some money.

Play Vainglory on your iPad

is based in San Mateo and raised

to start in the beginning. I believed

simply start small. Not to mention

immediately that we didn’t have the

$41 million investment in the past

in my vision and in my technology.

the investment ecosystem is pretty

business skills to pull it off.

two years.

But I learned that is not just about

daunting. We didn’t even know

We found our third co-founder,

visions and technology. In fact I

where to start.

Bo Daly. We now had the three

Tommy Krul started his career

spent more time failing than I did

in the gaming industry in The

succeeding at first.

Netherlands. In 2006 he was

pillars the company needed. It is so After a year we were really running

important to round out the DNA of

out of money and had to do

the company.

recruited for a job at a gaming

When I met my co-founder, Stephan

something. One company offered

company in Silicon Valley and made

Sherman, we decided to take

to buy our technology, including us.

I know many people are hesitant to

the decision to make the move.

our startup to the next level and

They even offered us both Ferraris!

bring on new co-founders, but you

While working at various gaming

quit our fulltime jobs to do so. I

We started the negotiations with

are screwed if you don’t have all

companies, he started to develop

saved enough money to ensure a

them, but eventually decided not to

your bases covered. At the >>

Continue


// SUPER EVIL MEGACORP >> same time you really need to

Most importantly, don’t accept

lives with our games. We even know

investors check, in name of Super

be certain about your co-founders;

‘dumb’ money. Realize you will start

married couples that met through

Evil MegaCorp.

you’re basically marrying them.

at the kiddies’ table. Raise some

our game!

money, learn from the process and We continued the development. We

move to the next table for your

And, the most important question:

and CTO of Super Evil Mega-

deliberately designed for this game.

next round of funding. And make

Why the name Super Evil

Corp. He lives in San

We realized it was an expensive

sure you prepare for your board

MegaCorp?

Francisco.

investment so we needed external

meetings. That is vital. Don’t try

TK: It started as a joke. There are

money and we started looking for

to hide things. Don’t polish reality.

so many (gaming) companies

funding.

Bring the message and make sure

out there that make you

you have a clear path. Have an

addicted to a game and

What’s your advice for startups that

answer to every single question

then start to milk you.

look for funding in Silicon Valley?

they ask.

That was exactly the

TK: My advice for other startups

047

$> Tommy Krul is co-founder

company we did

that look for funding is this: find an

What was your breakthrough

not want to create.

investor that truly gets your vision,

moment?

So we named our

even if that means you will get

TK: Our breakthrough happened in

company Super

less money. You will learn you are

2014. Apple noticed we launched

Evil MegaCorp

wrong in some ways. That’s okay.

our pilot in Singapore and we got

because it is the

Super Evil

But you need to be able to keep the

the opportunity to be on stage with

exact opposite of

Megacorp

investors on board by explaining

Tim Cook, Apple’s CEO, during the

what we wanted

how you’ll achieve your vision. If

presentation of the launch of the

the company to be.

you all stick to the vision you can

iPhone 6. This was definitely a once

make it.

in a lifetime experience.

I still remember the look on the face

We were rewarded for all our insane

of the cashier that

hard work. I am so proud of our

cashed our first

company and where we are today.

$1 million

We’ve really influenced peoples’

Speak Silicon Valley Photo: Tommy Krul


SPEAK SILICON VALLEY

Pivot

048

The moment you realize your initial business model is failing and you change to a different business model. Unicorn A (tech) startup company that reaches a $1 billion dollar

Hey Siri, what the heck did he just say?

market value as determined by private or public investment. Failing Forward

Turning mistakes you made into stepping stones to success. Design Thinking

Everything moves fast in Silicon

If you want to learn more about

A methodology (not only for designers) that helps

Valley. How can you avoid looking

Silicon Valley speak, check out

people understand and develop creative ways to

like a tourist? Use the right

the Silicon Valley Dictionary, take

solve a specific issue, generally business oriented.

words! This will also help you

the quiz at Silicon Valley Speak,

understand what the other person

or order the book Valley Speak by

actually means. The following

Rochelle Kopp and Steven Ganz.

Pretotyping

overview will get you started.

The art and science of faking it Lean (Startup)

before making it, where “it” refers to

Take the Valley

an innovative product or service.

Speak quiz

MVP

Read the book

Methodology for developing businesses and products, aiming to shorten de- velopment cycles API

through the core Build-Measure- Learn feedback loop.

“Valley Speak”

Minimum Viable Product, a product with

Application Programming Interface, used to

just enough features to gather validated

Online Silicon

allow other companies to use a service, e.g.

learning about the anticipated end product.

Valley Dictionary

google maps data (as we have for page 10). Bootstrapped Building your startup without external investment.

Ponytail Bias When you automatically assume someone is a great engineer because of their ponytail. This bias most often occurs with men who also have metal glasses frames

Beyond

and a beard that goes down to their neck.

tech


049

BEYOND TECH Though most startups that visit

If you start to expand your

– and perhaps move to – Silicon

worldview a bit beyond tech, one of

Valley focus first and foremost on

the first things you’ll see here are

tech solutions, there is another side

lots and lots of makers, and maker

to Silicon Valley (and the Bay Area

communities. In fact, the maker

at large) that goes beyond tech.

movement has its roots in Silicon

After all, while there may be an app

Valley. >>

for everything, apps indeed are NOT everything. Photo: Erik van der Pluijm

Continue


// BEYOND TECH Festival, which “brings together

copper rivets. Strauss and Davis

left a mixture of powder flavored

different people, communities, and

patented ‘riveted pants’ in 1873 and

soda water with a stir stick outside,

was filmed on Treasure Island

neighborhoods” to design and make

the modern jeans were born.

to find it frozen a day later. In 1922

(in San Francisco), as well as the

more vibrant and engaging public

>> Starting with the popular TV

show, Myth Busters, which Maker Faire, which is now

global, and TechShop, one of

spaces along Market Street, the main thoroughfare.

fortune cookies - Where the fortune cookies really come from is unclear. A Japanese immigrant

the first modern maker spaces in

and he patented his invention. slot machines - Invented

around the 1890’s by San Francisco

existence, people in the Bay Area

Through experimentation and

Makoto Hagiwara, working as

have been interesting in making

prototyping (i.e. making) people

a gardener in the Japanese Tea

car mechanic Charles Fey. He

physical stuff for a long time.

from all walks of life and various

Garden in Golden Gate Park, is

connected the characterizing Bell

organizations are taking it upon

reported to have been the first

to the machine and it was a huge

Sure, some of that is also connected

themselves to create a better

person in the USA to serve a cookie

success. Fey couldn’t keep up with

to tech, such as Square’s magstripe

future, through making.

with a little thank you note in

the demand and it was copied

them. Do visit Golden Gate Fortune

quickly by many slot machine manufacturers.

reader (for scanning and processing credit cards on iPhones), which

And this ingenuity and drive for

Cookie Factory on 56 Ross Alley

was conceived and prototyped at

innovation aren’t new things. Some

when you are in Chinatown.

TechShop in San Francisco.

classics that we all know and love actually come from San Francisco.

But, beyond the tech making, there

juke box - The predecessor

waterbed- The modern version as we know it was designed by

of the Juke Box was called “The

Charles Hall in 1968 while he was

nickel-in-the-slot phonograph”!

a design student at San Francisco State University.

is also some great conceptual

Cable Cars - The first cable car in the world ran down Clay Street

and installed at San Francisco’s

that are being made by everyday

in 1873. The wire rope that is used

Palais Royale Saloon in 1889. It

people with a dream.

for the cable car mechanics was

was invented shortly after the

A fun fact is that, when Charles

invented by Andrew Smith Hallidie,

‘phonograph’ by Thomas Edison.

applied for a U.S. patent on the

art and other everyday inventions

Some of this you’ll find in local shops, such as Perch, in San

Francisco’s Glen Park neighborhood. Other, possibly cooler made objects and artwork, can be found right on the street. See those giant

heart-shaped sculptures?

an immigrant in California who was a gold miner, a black smith and

invention, he was denied based on a “prior art” conflict. What prior art,

bed or pull down bed. The first

exactly, depicted Hall’s invention?

patent was applied for around the

None other than the science fiction

1900s by William L. Murphy, living

masterpiece Stranger in a Strange

pants were needed for the gold

in a one-room apartment on Bush

Land by sci-fi great Robert Heinlein.

miners. Levi Strauss came to the

Street in San Francisco.

Sometimes, even San Franciso

builder of bridges. DENIM jeans - Sturdy working

Those are all creations of local

idea to create pants out of canvas.

makers and artists. In fact, San

Jacob Davis discovered the canvas

Francisco holds an annual

pants could be improved if the

Market Street Prototyping

murphy bed - Also called a wall

weak spot were strengthened by

popsicles - An invention by 11

050

he served his ice lollipops at a ball,

needs to play catch up with the future.

year old Frank Epperson from San

What side are

Francisco in 1905. By accident he

you on?


NL

CA

SO, WHAT SIDE ARE YOU ON? 1

Cheese, stroopwafels

"Doe maar gewoon dan doe je al gek genoeg!"

1 1

A 'six' is good enough

1

Avoid risk!

1

"Yes but..." there is always a barrier

1

Keep it secret! In my job I value a long term contract above everything

1 1

Life long career

1

No insurance? That's crazy

1

"Are you sure that is a smart decision?"

1

Just say what you think

1

‘Gezellig’, drink beer to talk

2 2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4

5

051

Vegan Gluten Free

5

"I have a great idea for a startup!"

5

Think big

5

Risk is good!

5

"Yes and!" everything is possible

5

Share your ideas!

5

They can fire me on the spot if I can be flexible as well

5

Serial entrepreneur

5

Dog eat dog

Stay a little longer Moving to Silicon Valley

5

(Everyone:) "I totally support you!"

5

Etiquette for conversations

5

Go for dinner and watch the sports channel

Count your score <

Cheesehead!

20

Are you sure?

30

More than welcome!

40

You’ll fit right in!

50

Start packing!

>

Only in San Francisco

Photo: Creative Commons / Unsplash.com


ONLY IN SAN FRANCISCO

SELFDRIVING UBER AUTONOMOUS TAXI

DADS WITH DRONES

HACK YOUR BRAIN

BUILD A ROBOT

UBER, WWW.UBER.COM

NOOTROBOX, 950 MARKET ST, SAN FRANCISCO

WALK ACROSS STANFORD CAMPUS

SOUTH OF POINT LOBOS, SAN FRANCISCO

926 HOWARD ST, SAN FRANCISCO

Photo: Autodesk

WALK STANFORD CAMPUS

ROBO LUNCH

FUTURE GALLERY

DISCOVER STREET ART

450 SERRA MALL, STANFORD

AUTODESK GALLERY, SAN FRANCISCO Photos: Public Domain

052

EATSA, 121 SPEAR ST, SAN FRANCISCO

AROUND 16TH AND MISSION, SAN FRANCISCO

The other side of San Francisco


THE OTHER SIDE OF SILICON VALLEY

053

>> Read More

Continue

Photo: Erik van der Pluijm


054

THE OTHER SIDE OF SILICON VALLEY on approach, Tumml provides

At its core, Tumml is an accelerator

When you get to San Francisco,

entrepreneurs with the tools

that provides resources to early-

look for the green and black vans

to help scale their impact and

stage, urban-focused startups from

with the name “Chariot” printed on

enhance quality of life in cities

across the US. The resources that

the windows. Tumml was an early

everywhere.”

Tumml provides are flexible funding

investor in Chariot, a commuter

Most entrepreneurs coming to

and mentorship; connections with

shuttle service that builds better

Silicon Valley are looking for their

other founders, policy makers,

transit routes by learning commuter

and investors; as well as thought

habits and preferences – which was

leadership (in the social venture

just acquired by Ford for more than

space).

$65M USD. Same goes for Parko,

LIFE BEYOND THE UNICORNS

but also on the planet and the

THE GAP IN THE ACCELERATOR MARKET

people that live on it.

What’s perhaps most interesting

proverbial pot of gold. However, when you get here – or live here – you’ll notice there are lots of people focused not just on profit,

about Tumml is also the thing that

which was acquired by EasyPark.

A SOCIAL WAY OF DOING BUSINESS

While you’re here, in Silicon Valley, keep an open mind. Perhaps the next big investment will be for a

In fact, there are hundreds of social

makes many other well-known

ventures that call the Bay Area

startups interesting: Tumml found

home. Once such social venture

a gap in the market which its

You might think, “Ok, so Tumml is

is Tumml, whose mission is to

founders are uniquely positioned to

doing some nice things. But, surely

“empower entrepreneurs to solve

address.

they’re not making money like other

Stay a little

accelerators.” Think again!

longer

urban problems. With a hands-

social cause.


Stay A Little Longer

055

Great Weekend Trips While You’re Here If you haven’t looked at a map in a

the cooler weekend trips you might

while, think about this: California is

consider as inspiration.

more than 11 times the size of the Netherlands. And, California is just

People living and working in Silicon

one of 50 states in the US. In other

Valley have a totally different

words, California is huge!

mindset when it comes to trips. They go on trips and weekends

Given its vastness, there is a ton to

away all the time! Emulate their

do and be inspired by while you’re

lifestyle and take one too! >>

here. On the next page are some of Photo: Creative Commons / Unsplash.com

Continue


Ride bikes, drink wine

056

And picnic in Sonoma. Sonoma, and its better-known sister, Napa Valley, are known the world over for some of the great wines produced in this region. But, did you know that Sonoma is only a 1-hour drive from San Francisco? For a cool fullday trip or short overnighter, rent a car and drive up to Healdsburg, about 70 miles north of San Francisco. Once there, rent a bike from Spoke Folk Cyclery or Wine Country Bikes and take a wine tasting tour of the Dry Creek Valley. Just don’t drink (too much) and ride.

Eat and (day) drink like a local Something many visitors, especially Dutchies, find interesting/funny, is that San Francisco is a big time drinking town. But, just as interesting, most of the bars

Hit the road Drive highway 1 from San Francisco to LA. Most people who travel to San

in San Francisco close between midnight and 2AM. But that’s okay. San

Francisco assume they can take a

Franciscans prefer day drinking anyway! What’s day drinking? If you’re here

quick day trip to Los Angeles. If you’re

on a Saturday or Sunday when there is halfway decent weather, grab a six-

flying, maybe. LA is more than 400

pack of beer, a bottle of wine, or anything else that floats your boat, and head to Dolores Park. You’ll find people there drinking and socializing

miles from San Francisco. But, this makes for a perfect weekend road trip.

starting at about 10:30AM. The best part: no late night burrito guilt!

Hit the slopes in Tahoe

Rent a car in San Francisco, or at SFO,

Visiting Silicon Valley in the colder months (i.e. winter), consider a

straight to LA. Along the way you’ll

short trip (3-hour drive) to some of Lake Tahoe’s legendary ski

see some amazing stuff!

and drive the famous highway 1 all of the way to San Luis Obispo, where it intersects with the 101, shooting you

resorts. While Tahoe resorts are nothing like European ski villages, Tahoe does boast some terrific conditions, awesome snow, and great terrain parks (if you’re into that sort of thing). Meet your new friend: Karl Photo: Creative Commons / Unsplash.com


MEET KARL

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Karl The Fog @KarlTheFog Fogtober Fogember Foguary (coming up!)

Follow Karl

One thing about the weather in San

Rather than complain about

Francisco will probably surprise you.

the weather phenomenon, San

Because of the position close to the

Franciscans choose to see the

ocean, hardly a day goes by without

bright side so to speak. And created

And it doesnâ&#x20AC;&#x2122;t stop there. Karl

account â&#x20AC;&#x201C; he actually has more than

fog rolling into the city. And not just

a special place in their hearts for

is active on social media, and

181K followers, beating the mayor

What to do after

any fog.This fog has a name: Karl.

their opaque, damp friend.

(of course) has an active twitter

of San Francisco!

your trip

Photo: Creative Commons / Unsplash.com


AFTER YOUR TRIP

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PART 3:

In coming to Silicon Valley you’ll

SHARE YOUR JOURNEY WITH THE TEAM How to capture and share your trip DUTCHIES IN THE VALLEY Quotes by Dutchies

have learned and experienced a lot. It would be a shame not to

MOVING TO SILICON VALLEY

use what you’ve learned to your

Practical tips and insights

advantage. Use these last few pages as inspiration to create the impact

FOLLOW UP

you desire. You’ll be glad you did!

Plan your next trip

LAST WORDS BY THE CONSUL Take me to the last chapter!


SHARE THE journey WITH your home TEAM

2. have live updates

4. create shared actions

another social network) often.

after your trip to Silicon Valley.

Tweet and check-in (to Facebook or

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Define your most important actions Don’t execute them on your own.

Better yet, tweet photos and add a

Share the actions with your team

trip-specific hashtag!

members. That way they will be engaged with the follow up.

Doing this during your trip will help to create an ongoing conversation

By following the previous three

with your team and will likely get

steps you already inoculated them

followers to notice and possibly

with the Silicon Valley mindset.

provide new recommendations (or open new doors).

Make sure to keep this mindset alive while executing your defined action points. Don’t get side tracked by the day-to-day business, stay

capture your trip!

1. Take lots of pictures

3. organize a chalk talk

Valley yet, you’re probably going to

videos and post or sync these to

together a short presentation or

eventually have to go home and tell

Google Photos, Flickr, Facebook, or

chalk talk and schedule some time

The Storytelling

your team about what you learned.

whatever your favorite online photo

with your team to lead them down

Canvas

This is not going to be easy.

app happens to be.

the path that you’ve taken.

One way to do this is to use the

You can easily share an online

They key here is that you want

Storytelling Canvas. But even if

photo album ahead of time with

to infuse them with knowledge

you use that, you’re going to need

your team so that they get a sense

thereby sparking their interesting in

to be very visual in telling your

of what you’re experiencing. Photos

designing a new future together…

story. There’s simply too much here

– and even more so videos – will

whether that future is in Silicon

and words won’t drill down the

help you recall interesting findings.

Valley or not.

If you haven’t moved to Silicon

experience!

Take lots and lots of photos and

Perhaps most importantly, put

focused on your future! Who will join you next time you visit Silicon Valley?

Dutchies about living here


I love the different types of office spaces. There

Everyone here is a true global citizen. Everyone

are offices with bicycle repair shops,

understands a single right solution

a cinema, and even a candy store. It

does not exist. Our mantra is ‘stop

is fascinating to see the ‘standing

the talking, start the doing’. Get shit

in line’ culture. For the real good

done, build, learn and iterate.

places, people stand in line for over an hour, just for a meal. $> Wybe Schutte | Newzoo

Speak Silicon Valleyenergy you I love the vibe…the

$> Maaike Doyer | Business Models Inc

The positive vibe! Everyone is there to

iinlove the vibe... see everything. Everyone Pivot: The moment you realize your has initial

support your dream to “Go do it!”

drive achieve something. It’s the energy youand see in change businessthe model isto failing you

While in The Netherlands people

infectious. everything. Everyone has the to a different business model.

say, “Are you sure?” This area is also

drive to achieve something. $> Marloes van Schaijk It’s infectious. | Osborne Clark $> Marloes van Schaijk | Osborne Clark

Walhalla for outdoor sports. I go swimming in the Bay, or within 30 minutes you are in cycling paradise.

$> Derk de Korver | Google

QUOTES FROM

DUTCHIES IN THE

VALLEY

We go on weekend

trips much more often.

YOLO! Make it count

and enjoy every day. In

It is so interesting to

Within 30 minutes you are in the

Silicon Valley we talk about work-

be on top of everything

most beautiful, natural settings.

life integration, instead of work-life

that is happening. You can be the

These really enrich life. I still have

balance. People create the freedom

shoots for the moon. Nobody settles

first one to try everything. I love it.

difficulties with the number of

to allow themselves to explore.

for the average. Even when people

Next to that, nature and outdoor

homeless people. The difference

have just been to Stanford or

life is amazing. There isn’t a single

between poor and rich is extreme.

Berkeley for two weeks, they want

day that you won’t go outside. The

to start a company. It is within the

sun is always shining.

This is such a dynamic place to be. Everyone

walls here. $> Klaas Broekhuizen | Correspondent FD

060

$> Ronald Goossens | ASML

$> Monique van Schaïk | eBay

$> Remco van den Elzen | Entrepreneur

Moving to Silicon Valley


around is this: Silicon Valley is one

Social security number

Don’t hesitate to contract a

of the most expensive areas in the

Get your Social Security Number

world. The cost of living is about

(SSN) ASAP. This number is crucial

moving out to silicon valley

triple that of The Netherlands.

within the US. Everything is connected to your SSN. It is hard

Banking

The cost of a one bedroom in San

to even get a simple subscription

Banking in the US is still more

Francisco starts at about $3000 per

without it.

focused on building a personal

You’ve been to Silicon Valley a

most common visas is listed on the

couple of times and are expanding

Holland in the Valley website.

ps i T l ica t c to a g Pr n i ov y! M r fo lle a V the

Cost of living The first thing to wrap your head

month. You can apply for your SSN while

VISA

the convenience of online banking.

visit a Social Security Office nearby. Official site for the Social Security Office

There are only a few banks that will allow you to open an account without having a SSN. People still use checks in some cases, and

business visas. An overview of the

us legal entity

checks in the mail.

Setting up US legal entity for your

you select an international bank,

aware the process generally takes

business is vital to make business

to save you a lot of headaches. In

between 3 and 6 months.

easier. There are different types of

short, be patient. >>

try to do this on your own and

Valley is no exception.

setting up US entities

businesses pay invoices by paper

move!

completely unfamiliar with. Silicon

Rocket Lawyer specializes in

There are many different types of

It is pretty complicated, so don’t

bureaucracy and things you are

061

of entity is best for you.

applying for your visa, or you can

business opportunities. It’s time to

easy. You will run into a lot of

the right decision about what type

relationship in a branch instead on

your local network; there are clear

Moving to another country is not

lawyer who can help you make

hire an immigration lawyer. Be

Visa information on the Holland in the Valley site

Transferring money locally easily takes a week, unless you are willing to pay a $40 wire fee. If you still do business with Europe, make sure

legal entities to consider. All are easy to set up online, for example through Rocket Lawyer.

Continue


// MOVING TO SILICON VALLEY

housing

well you deal with credit. Getting

people who move abroad, Oom

a credit card without having credit

Insurance is one of them. They also

history is almost impossible. The

offer all other types of insurance.

catch is, you won’t have one.

One-bedroom apartments in San Francisco start around $3,000.

Ask your bank for a ‘secured’ credit

There is a huge demand and the

card. They will probably give you a

market moves fast. Typically a new

credit card with a limit of $500 to

listing is gone in just a couple of

$1,000. Start using it and within

days. It is not as organized as you

about 6 months you will be able

have seen in The Netherlands.

to apply for a regular credit card. If

Oom Insurance specializes in insurance for Dutch expats

US you do need an accountant to do the filing for you, both for income taxes.

of cities or neighborhoods first. In

If you have been using American

recognize international drivers

most Bay Area cities, properties

Express in The Netherlands, you

licenses for residents. That means

built before 1979 will be ‘rent

can apply for an American Express

you need to get your California

controlled’ which means the rent

card here as well. Call them and tell

drivers license. Visit the DMV

When you go looking for lawyers

can only increase with a small

them they have to take your history

website for more information.

or accountants to help you out, the

percentage every year.

into account. That will give you

Craigslist is the go to resource for

will be bad.

housing. Narrow down your options

Housing (and lots more) can be found on Craigslist

The state of California does not

more flexibility.

Visit the DMV (District of Motor Vehicles)

Find out how the credit

062

your company and for your personal

Lawyers? accountants? HELP!

you don’t use it, your credit score

drivers license

tax report is pretty simple, in the

Dutch Consulate can connect you to service providers directly. Please send an email to SFN-EA@

rating system works

taxes

minbuza.nl with your inquiry or visit the Holland in the Valley website.

Credit cards

insurance Health Insurance in the US will cost

only charged to goods sold to the

In the US it is all about your

on average $500 per month. For

end user. Corporate tax and Income

personal ‘credit score’. it tells banks

most, it will be covered through

tax can be pretty complicated and

how credit-worthy you are. This

the company. There are a few

there are two systems you need to

has nothing to do with your bank

insurance companies that specialize

take into account, Federal and State.

Prepare your

balance, and everything with how

in providing insurance to Dutch

While in The Netherlands filing your

next trip

There is no such thing as VAT in the

Trusted service providers on the Holland in the Valley site

US. There is sales tax. But that is


Hope you enjoyed the ride!

063

r o f y t d a x e e R rn ? u p i yo tr

End your trip Photo: Creative Commons / Unsplash.com


064

you are here Welcome back home!

The end of the line


The Consulate General of The Netherlands in San Francisco The main purpose of the Consulate in San Francisco

Holland in the Valley: helping entrepreneurs and startups

How the Consulate can help you

The main purpose of the Consulate on San Francisco is to strengthen economic ties between the 13 Western States and The Netherlands, including the Bay Area.

One of the initiatives is Holland in the Valley that helps entrepreneurs and startups in Silicon Valley and the Netherlands exchange ideas, advice, information, and business opportunities.

The Consulate can help to open doors for Dutch entrepreneurs when coming to Silicon Valley. The objective of this Silicon Valley Playbook is to be even better prepared. The more specific your needs are, the better we can support you.

The Consulate in San Francisco is one of the four Dutch Consulates, who together with the embassy in Washington service Dutch Economic interest in the USA. More about the Dutch Consulates in the USA

It has an active network of local entrepreneurs, corporates, investors and consultants. The intent is to foster an environment in which American and Dutch companies can build new relationships and find new partners by fostering cross-border collaboration and exchange to help startups and established business from the Netherlands find their way in Silicon Valley.

The Consulate can also help you with consular affairs.

Where to find more information and how to get in touch For more information and experience outside of this playbook we recommend entrepreneurs to visit our online forums on Holland in the Valley to connect and exchange ideas.

065

Please contact us if you have any further questions or when you would like to schedule an appointment via SFN-EA@ minbuza.nl. Visit the Holland in the Valley website

Lost your passport or other consular problems?


Let’s make things happen! Our aim with this first edition of the Silicon Valley Playbook is to make your journey to Silicon Valley more successful! But, it’s not just us who have this goal in mind. We had a lot of help putting this together. I want to thank everyone that contributed to the Silicon Valley Playbook and ultimately made it happen. It’s impressive to see how so many Dutch people within Silicon Valley were willing to cooperate and contribute to the Silicon Valley Playbook. The community here truly values supporting other entrepreneurs in order to enable them to become more successful. The Consulate supports Dutch companies that do business in the USA and supports American companies that invest in The Netherlands. This playbook supports these goals. In case you have any suggestions on this Playbook, please contact us at SFN-EA@minbuza.nl.

Gerbert Kunst Consul General

Photo: Consulate of The Netherlands

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Photo: Public Domain


Before Your Trip

DURING Your Trip

AFTER Your Trip

Back to the start


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Profile for Royal Netherlands Embassy

Silicon Valley Playbook  

A trip to Silicon Valley should be a wild ride. This magazine captures that feeling. We invite you to dive into the deep end, and immerse yo...

Silicon Valley Playbook  

A trip to Silicon Valley should be a wild ride. This magazine captures that feeling. We invite you to dive into the deep end, and immerse yo...

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