ÂŠ 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
prepare your journey with a visual toolbox
go build that killer pitch deck
Everything you have always wanted to know about moving to San Francisco
taking the big plunge
work hard, play hard: the best spots at night
read about the other side of silicon valley
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
(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.
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 | firstname.lastname@example.org |
Doevendans (Ava) | Salar al Khafaji
(Silk) | Remco van den Elzen | René Bonvanie (Palo Alto Networks) |
Business Models Inc San Francisco
Wybe Schutte (Newzoo) |
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.
Constantijn van Oranje-Nassau
All credits for photography lie with their respective owners, see photo captions.
This is your guide book for Silicon Valley.
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.
SILICON VALLEY #NLinSV
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
// 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.
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
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
yourself and your company forward
knowledgeable about almost
What makes Silicon Valley tick?
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.
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
Learn how to prepare for your trip to Silicon Valley
Related Cross References
Test your ideas by failing fast
Find everything your need to know to improve your stay
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
the same interwebz. But, when
Packing, Apps & Reading
you’re here you’ll start to notice how different it is…how special.
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,
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
Let's start with some geography. If you didn’t already know it,
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
People who work and live in San
SAN FRANCISCO BAY
SOUTH SAN FRANCISCO
Jose), and Oakland. MENLO PARK PALO ALTO
SILICON VALLEY The dots on the map represent
MOUNTAIN VIEW SANTA CLARA
startup concentrations. There are over 27000 startups in the Bay Area,
the valley tick?
about 10% of the most important
ones are plotted here.
Data Visualization: Thirty X
TO L.A. (8 HRS)
WHAT MAKES SILICON VALLEY TICK?
Itâ€™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 â€“ 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
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
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
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 bar. However, with that high
ecosystem. Universities spit out
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
lives easier, whether those are food
High tech. High risk. High Expense.
acquire companies; and everyone
want to know
delivery apps, transportation apps,
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
Google didn’t start in a garage.
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.
In Silicon Valley, startups are
not just ideas hatched by serial
Data Visualization: Thirty X
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
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
competitor) without fear that there
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
someone steals IP.
Photo: flickr / byronknoll
DWDD UNIVERSITY THE SILICON VALLEY SERIES
skip video and continue
Photo: Wiebke Wilting - www.wiebkewilting.nl
Startups with a valuation of over $1 Billion
Decacorns > $10 Billion
The return on investment investors are looking for
7 million people
17 million people
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.
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
What investors want to know
5 Ways to fund
your startup Tools to
DEAL VOLUME MEDIAN
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.
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.
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
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
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
WAYS TO 4 FIND FUNDING 3 FOR YOUR 2 STARTUP Speak Silicon Valley
Bootstrap: funding your startup with your own money.
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
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.
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.
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?
Prepare your killer pitch
Why join an
WHY JOIN AN ACCELERATOR?
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
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
about launching in Silicon
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 itâ€™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
Donâ€™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
BOOST YOUR COMPANY PROGRAMS TO
an overv iew of some g reat accelera tors tha t have exp erience with ove rsea startups s .
PLUG AND PLAY
WOMEN'S STARTUP LAB
International accelerator focused
Has a strong focus on technology
Focuses completely on female
Very internationally focused with
robust relationships globally.
68 Willow Rd, Menlo Park
440 N. Wolfe Rd, Sunnyvale
405 El Camino Real, Menlo Park
450 Townsend Street, San Francisco
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.
814 Mission Street, 6th Floor, San Francisco
421 Bryant Street, San Francisco
2150 Shattuck Avenue, Penthouse, Berkeley
STARTX (STANFORD UNIVERSITY)
Great Seed accelerator
Seed Stage Accelerator
Focus on mobile
Accelerator lab associated with
51 Federal Street, San Francisco
1450 Chapin Ave, Burlingame
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
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.
moving people and stuff).
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
opportunities are ones whereby
unique X Factor.
idea, they invest in the team that
the founding team has A) already
will bring that idea – or another
started building something; and B)
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!) ----------------------------
----------------------------------------------------------$> René Bonvanie | Palo Alto Networks > -----------------------------------------------------------
--------------------------$> 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 > ------------------------------------------------------------
---------------------------$> Arthur van Hoff | JauntVR > ----------------------------
--------------------------$> Dennis Goedegebuure | Fanatics > ---------------------------
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
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
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
dutch investor meetup that was organized by the Dutch Consulate in
much did they invest? How much
instead, focus on creating an
open money do they still have left
educational journey. Make sure the
in their fund? Can you speak to
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
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.
Investors want to be educated.
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
// TEN STEPS TO A SUCCESSFUL INVESTOR MEETING
Keep updating your pitch deck based on the meetings you have!
$> 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
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.
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
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.
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
Be open to new insights. Don’t think
you have figured it all out. Ask open
YOUR Visual PREPARATION 1. ARE YOU READY for AN investment?
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
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,
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.
$> 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.
Think ten slides is too few or a thirty point font too large? Think
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
the 10/20/30 rule of powerpoint.
initial pitch doesn’t leave room for
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
---------------------------> $(‘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
a mirror. That is just the
Think about this: they will
remember the last thing you
your audience members are.
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
are able to go off-script if
Use these insights to make
when a point does not come
Your packing list
your story better.
for Silicon Valley
beforehand that you can use
what to pack?
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
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
Find your way around.
The best source of
Tip: download maps!
Get an uber taxi
Everyone is on
The taxi service with
Funny enough, people
donâ€™t use Whatsapp! In Silicon Valley, there is an app
for everything. We have listed the
Public Transport made
An easy way to travel
top picks here to help you get
south in the valley
around and find resources.
Essential apps Yelp
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!
If you are looking for
When you want to
the best coffee
grab some culture
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 itâ€™s on
Get to know the Valley
Find out exactly what
that Macbook costs
sites and sources
Dive into the maker movement
Now that the popular show, Mythbusters, has ended, Adam
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.
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 todayâ€™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
material Silicon Valley: Planet Startup
Design A Better Business
Peter Ester & Arne Maas
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.
Valleyâ€™s most daring entrepreneur.
The Hard Thing about Hard Things
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
in just five days.
Zero to One
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.
This books shows how to fix it.
Make it New
Barry M. Katz & John Maeda
Ed Catmull & Amy Wallace
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 Innovatorâ€™s Dilemma
Maker Movement Manifesto
Clayton M. Christensen
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
Know your Business Connecting
You prepared a shortlist of people to meet.
You have introductions through mutual connections.
FOR THE VALLEY?
You have scheduled a number of business meetings.
Use more LinkedIn magic
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
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
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!
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
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
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
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
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. >>
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.
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
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
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
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
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
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.
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
Speak Silicon Valley Failing Forward: Turning mistakes you
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
here strives to hit it big, and totally
Blank is a prime example of this.
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
– and they will certainly tell you unexpected things that will send
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
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.
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?
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
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.
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’.
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
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
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
IF YOU ARE NOT EMBARRASSED BY THE FIRST VERSION OF YOUR PRODUCT, YOU LAUNCHED TOO LATE! $> Reid Hoffman | Founder, Linkedin
The best places for a meeting
THE BEST PLACES FOR A MEETING
Blue Bottle Coffee
66 Mint Street San Francisco
720 Market Street San Francisco
Red Door Café
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
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
270 7th Street San Francisco
3130 Alpine Road Portola Valley
1608 Bush Street San Francisco
21265 Stevens Creek Blvd Cupertino
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
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.
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
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
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.
>> 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,
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.
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.
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
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
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
trying different approaches as we
figuring out how to proceed, we did
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,
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
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.
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
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 >>
// 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
you’re basically marrying them.
at the kiddies’ table. Raise some
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
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
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?
That was exactly the
TK: My advice for other startups
$> 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,
So we named our
even if that means you will get
TK: Our breakthrough happened in
less money. You will learn you are
2014. Apple noticed we launched
wrong in some ways. That’s okay.
our pilot in Singapore and we got
because it is the
But you need to be able to keep the
the opportunity to be on stage with
exact opposite of
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
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.
We’ve really influenced peoples’
Speak Silicon Valley Photo: Tommy Krul
SPEAK SILICON VALLEY
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.
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.
Read the book
Methodology for developing businesses and products, aiming to shorten de- velopment cycles API
through the core Build-Measure- Learn feedback loop.
Minimum Viable Product, a product with
Application Programming Interface, used to
just enough features to gather validated
allow other companies to use a service, e.g.
learning about the anticipated end product.
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
and a beard that goes down to their neck.
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
for everything, apps indeed are NOT everything. Photo: Erik van der Pluijm
// 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
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
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
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
SO, WHAT SIDE ARE YOU ON? 1
"Doe maar gewoon dan doe je al gek genoeg!"
A 'six' is good enough
"Yes but..." there is always a barrier
Keep it secret! In my job I value a long term contract above everything
Life long career
No insurance? That's crazy
"Are you sure that is a smart decision?"
Just say what you think
‘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
Vegan Gluten Free
"I have a great idea for a startup!"
Risk is good!
"Yes and!" everything is possible
Share your ideas!
They can fire me on the spot if I can be flexible as well
Dog eat dog
Stay a little longer Moving to Silicon Valley
(Everyone:) "I totally support you!"
Etiquette for conversations
Go for dinner and watch the sports channel
Count your score <
Are you sure?
More than welcome!
You’ll fit right in!
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
NOOTROBOX, 950 MARKET ST, SAN FRANCISCO
WALK ACROSS STANFORD CAMPUS
SOUTH OF POINT LOBOS, SAN FRANCISCO
926 HOWARD ST, SAN FRANCISCO
WALK STANFORD CAMPUS
DISCOVER STREET ART
450 SERRA MALL, STANFORD
AUTODESK GALLERY, SAN FRANCISCO Photos: Public Domain
EATSA, 121 SPEAR ST, SAN FRANCISCO
AROUND 16TH AND MISSION, SAN FRANCISCO
The other side of San Francisco
THE OTHER SIDE OF SILICON VALLEY
>> Read More
Photo: Erik van der Pluijm
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
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
$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
they’re not making money like other
Stay a little
accelerators.” Think again!
urban problems. With a hands-
Stay A Little Longer
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
Ride bikes, drink wine
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
Karl The Fog @KarlTheFog Fogtober Fogember Foguary (coming up!)
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€™t stop there. Karl
account â€“ 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!
Photo: Creative Commons / Unsplash.com
AFTER YOUR TRIP
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
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
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
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
your team about what you learned.
whatever your favorite online photo
with your team to lead them down
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
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
DUTCHIES IN THE
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
$> 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
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
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
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
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
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.
// MOVING TO SILICON VALLEY
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
Visit the DMV (District of Motor Vehicles)
Find out how the credit
your company and for your personal
Lawyers? accountants? HELP!
you don’t use it, your credit score
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
minbuza.nl with your inquiry or visit the Holland in the Valley website.
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.
balance, and everything with how
in providing insurance to Dutch
While in The Netherlands filing your
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!
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
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.
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
Photo: Public Domain
Before Your Trip
DURING Your Trip
AFTER Your Trip
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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...
Published on Jan 4, 2017
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...