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tips for starting your own tech-business

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Make others to understand & love your solution (how to compose one-pager) Submit your application at

Elevator pitch Slide 1. Bad example: We built a disruptive service in a food delivery industry. Good example: We built a mobile app for dog lovers, which helps them to urgently order pet food delivery from the nearest store.

The Problem Slide 2. Bad example: We will build better analizing platform for the hospitals. Good example: Analyzing results from MRI tests is difficult, time-consuming, and expensive.

Solution Slide 3. Bad example: Better and more modern social network Good example: Easy to use ecommerse app that empowers retailers large and small with customizible online store and secure checkout.

Target group Slide 4. Bad example: Our customers are dog owners. Good example: Our customers are small and medium size dog owners, living in big cities in USA, white collars, lonely or in a relationship, mostly not married/no kids, age; 25–40. There are 30 million potential users of our App in the USA alone, with an annual market turnover of 0.5 billion USD.

Go-to-market Slide 5. Bad example: We will make ads in Facebook. Good example: Our copywriter will write articles about dogs for dog-lover websites, where we will describe our products to users and offer free trials. Our user acquisition cost will be 0.10 USD per user, and we are planning to target 50,000 users with this channel. (And now you may talk about other channels).

Three Principles 1. You must look outside. There is no way of estimating TAM, SAM or SOM without looking outside – at markets, competitors and market conditions. There are no shortcuts that lead to satisfactory conclusions. 2. You must look inside, too. It is impossible to determine your SOM unless you make a thorough and honest appraisal of your capabilities. 3. SOM = your business plan. Done properly (it is not difficult work, but it is hard work) the exercise effectively yields your business plan.

Slide 6.


Bad example: We are a disruptive service with a user-friendly interface. Good example: Create a comparative table and add ‘+’ and ‘-’ to each cell. Be sure that your model contains all the ‘+’s.

Business/revenue model

Slide 7.

Bad example: We are going to monetize via advertisements in our app. Good example: Our customer pays $10 for each delivery. In 6 months we will introduce an additional service where customers will pay an additional $5/ month for subscription. 30% of our registered users are paying customers.

Current status Slide 8. Bad example: We are developing an application and looking for the investment. Good example: – We have developed a beta version of our app and launched it in the App Store – We have 500 installations this week – The number of installations grows 100% each week – We had 20 paying customers in the 2 weeks directly after launch – We have arranged meetings with 14 potential partners, 2 partners have already signed the contracts.

Slide 9.


Bad example: We are a team of professionals, which includes 2 designers, 3 developers, and 1 CEO. Good example: Our founder, John Smith, started his first business at the age of 15. During the last 3 years he has performed as a deputy CEO at “Happy Dog” (Pet food chain), where he successfully increased the turnover of the company twofold.

Key milestones Slide 9. Bad example: We are planning to finish the product development and to enter the US market Good example: – Launch the mobile App in 2 months – Develop the AI for logistics – Attract 150,000 new users to our app, 30% of them will be paying customers – Make 20 new partnerships with pet shop chains

Proposal Slide 10. Bad example: We are looking for 1,000,000 USD Good example: We are looking for 1 million USD for 10% equity from the fund —  operating in the retail industry — to be spent on further product development (70%) and marketing (30%). Our plan is to reach 20 million turnover in 2 years and to offer the investor exit during the M&A (possible buyers: ‘Red Dog Food’ and ‘Happy Dog’).

Sources of Capital Bootstrapping Friends and Family Programmes and competitions Incubators Crowdfunding Accelerators Grants Angel Investors Venture Capital

Crowdfunding formats Rewards model //IndieGoGo Product pre-order model // Kickstarter Donation good-cause model // Rockethub and Hooandja Interest on debt model // Estateguru Startup equity model // Funderbeam, Fundwise

Stages of Startup Capital Raising Pre-Seed Seed Series A Series B Growth Capital Mezzanine Finances Bridge loans IPO & ICO


Prototron gives • up to 35 000€ equity free funding • legal and marketing support • corporate marketing channels • incubation with dedicated mentors for best technological ideas.

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We boost tech-business ideas In 2012, Swedbank, Tallinn University of Technology and Tallinn Science Park Tehnopol founded Prototron fund to support business ideas that could conquer the World. We are the first fund in Europe granting equity free funding to startups so they could build their first working prototype to test on customers.

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5 year results 17 600 000 € follow-on fundings 4 500 000 €/y turnover 120 new workplaces 2 900 ideas 670 000 € grants 58 teams 24 products

We are focused on solutions based on ● ● ● ● ● ● ● ● ●

Transforming media (VR, AR, MixM) Industry digitalisation Big Data Machine learning Artificial Intelligent IoT solutions Blockchain Substitution materials (nano-materials) Smart City solutions

Selection funnel of Prototron competition ca 300 application submitted and rated by experts TOP40 teams get acceleration program

TOP20 mentoring

TOP10 pitch Funding

Funding criterion ● Idea’s technological novelty ● Team’s strong competence ● Prototype’s market capability ● International growth ambition ● Thoughtful business concept

Additional points given for detailed prototype description, building timeline, 
 budget, sketches/drafts.

To apply • formulate idea and get team together • submit an application via • there are two rounds per year: • Spring round deadline is 15th of March • Autumn round deadline is 15th of October

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How to present your tech-idea and get fundings - tips from Prototron  
How to present your tech-idea and get fundings - tips from Prototron  

One-pager is essential and common one page long presentation of your idea - it is used in many start-up programmes, as well as in Prototron....