Startup Projections

Courtesy once again of the venerable Guy “No Bull-Shiitake” Kawasaki, a checklist to be tattooed on the top of the hand.

  1. Under-promise and over-deliver
  2. Forecast from the bottom up
  3. Don’t go too far out: twelve to eighteen months is the maximum
  4. Plan to re-forecast every three months
  5. Don’t let costs get in front of revenue
  6. Collaborate with your investors
  7. Think in terms of per-unit profitability
  8. Plan for marketing costs
  9. Create a one-page report and stick to it
  10. Never miss a cost projection
  11. Think big

Out of the ten points (point eleven is a “given”, isn’t it?), I see listed name-brand companies failing on #6, #8 and #9 regularly. Guy’s observation of how to combat #9 was a statement only a startup-guru could make:

One innovative way to fix this might be to reduce the CEO’s and CFO’s stock options by ten percent every time they change the report.

A former financial controller for a large German electronics company once told me:

Don’t make me mad:

If you’re over budget, it comes out of my pay packet.

If you’re under budget, it goes into yours.

It’s surprisingly hard, when you do the post-mortem on a project to legitimately get precisely on-target.

P&G & IPTV

MediaDailyNews reports that Proctor and Gamble is

reallocating investments from parts of the communication plan that aren’t working as hard for us, to parts of the communication plan that are working harder.

David Goetzl posits that this could mean

reducing television spending in favor of Internet and direct marketing initiatives.

Now, in the context of the news that Google’s take of UK advertising revenues will exceed the ad revenues of Channel 4, this is a reasonably straightforward guess: more now with ten blades! razor adverts for all.

But perhaps P&G, and large ad buyers such as GroupM and their clients might consider individually addressable TV/IPTV advertising, their pitch being

“The ability to deliver addressable advertising differentiates cable television from broadcast and satellite services. With PVR-equipped consumers skipping ads, it is vital that next-generation service providers deliver compelling ads that entice viewers to watch,” said Gerry Kaufhold, analyst with In-Stat, a market research firm headquartered in Scottsdale, Ariz. “BigBand’s demonstration shows that after years of discussion, new technology is at hand that can allow the cable industry to give advertisers far better returns on their media investments.”

BigBand Networks’ cable-oriented solution is the type of backported platform that brings redistributability to “online-only” advertising objects.

…making it scalable for operators of all sizes will be the challenge to gain traction…

Борат Сагдиев

When I noticed that an online contact of mine was heading to Ukraine, I wondered if he might do some “Borat Tourism” (like wine tourism, but more meme-related) as he flies towards “Great Nation of Kazakhstan”.

The hype on this film seems to be grassroots rather than astroturf, and colleagues of mine who saw it locally in a preview screening rated it as “the funniest, least politically-correct film this year”.