Startup SIG: How Good is my Business Idea?



  • Topic: How Good is my Business Idea?

    You've got a great idea for a business; maybe you've developed a beta version or have screen mock-ups. You may even have some ideas for business models.  But before you quit your day job, or spend money on lawyers or other service providers, or start calling VC's, you want to know how good it really is.

    Our March Startup SIG meeting features Tracy Weatherby of Active Ingredient and Karen 'KJ' Janowski of EcoStrategy Group, both experienced marketing consultants with 20 years of experience exploring and validating business propositions.  Their clients include Adobe, Oracle, Cisco, PlaceWare, WebTV and a host of startups.  Among the many marketing activities
    they have performed are identifying, sizing and segmenting markets, customer validation, business modeling, writing business plans for obtaining VC funding, identifying and evaluating both potential competitors and partners, and projecting market share, revenue and profits.  Both have held Marketing VP roles in startups as well.

    Come hear them talk about the many steps you can take to validate the strength of your business idea.  And if we're lucky, they'll provide some specific next steps to individual startups in the audience.



    Tracy Weatherby, founder of Active Ingredient, started her career in management consulting and spent more than 10 years in the trenches with real products doing real marketing—from product management to managing channels to VP Sales & Marketing. Ten years ago, Tracy started Active Ingredient and has worked with start-up and Fortune 500 companies using a method that combines quantitative data analysis with in-depth customer understanding. Her industry experience spans technology (enterprise, education, and consumer markets) and healthcare (biotech, medical device, and pharmaceutical markets).


    During her more than 25-year career, Karen 'KJ' Janowski has launched over 30 technology products which collectively generated over $500 million in revenue from both business and consumer markets. Most recently, KJ served as the Managing Director of Evidence-Based Marketing, a consultancy focused on improving the business impact of marketing and “connecting the dots” between marketing activities and business outcomes.  Previously, she was founder and principal of marketing consultancy, KJ & Co. KJ’s prior background includes 12 years in VP Marketing roles for Quantum, Resumix, VideoStream, and Electronic Arts. She has been a member of four pre-IPO startup management teams.

    The Startup SIG is graciously sponsored by SAP, Orrick and HP.


    1100 Marsh Road
    Menlo Park, CA 94025



    6:30pm-7:00pm - registration
    7:00pm-8:30pm - presentation



    $15 at the door for non-SDForum members
    No charge for SDForum members
    Seating is limited

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