Session 7. Business Model & Marketing Strategies for Start-ups
- CEIBS MBA Entrepreneurship Bootcamp
November 21, 2016. Shanghai — Mr. Hang Su (MBA 2013), founding partner of Zhiying Capital and Yuqian Capital, and a regular guest on CCTV’s business talk show We Are The Hero (创业英雄汇)—a business talk show featuring iconic Chinese entrepreneurs to inspire entrepreneurships in the 80s and 90s generations—shared his insights on business models and marketing strategy for startups with CEIBS eLab Bootcamp participants in the camp’s seventh session which was held today on the Shanghai Campus.
Mr. Su walked the entrepreneur-hopefuls through a case study of two companies in which he was a venture capital investor: an offline maid service retail chain and a mini hot-pot delivery store. By comparing their business models and marketing strategies, Su illustrated the key elements used for deciding how much money can be “burned” on a project for the bootcampers.
“One of the most important elements is determining how much control you have over the production costs,” he said. “Some business models depend on resources such as talents that come with a cost determined by market situations which you cannot control. These are often hard to achieve high gross margins with.”
Mr. Su warned participants against investing in markets that are “too hot”. “The ‘hot’ markets are often over-subscribed, and a large amount of investment will only provide small returns,” he said.