The sun is shining, the air is warm, and you are sitting inside at an office. Why not take the next meeting outside instead? There are many cafés and inner gardens at Ideon where you can sit and enjoy the weather. One of these places is the outdoor office at MHC where they have solar panels generating electricity for your laptop (and some needed shade as well).
Grab a coffee at the café and give yourself some needed air and Vitamin D!
Solar panels power the electricity oulets
How to get there?
MHC is located at Mobilvägen 10 in Lund and the building is managed by Vasakronan.
The easiest way is to use the walkway/bike lane below the E22 or get of the bus at the stop Höjdpunkten.
“You don’t realize how much you need this until you actually do the work”, this was said by Vala Zulfiu, Marketing & Communications Specialist at Sensative AB about the value tree workshops they had with Carin Madsén Kollberg a few months earlier. She accompanied Carin at the Marketing and Sales network to talk about and shared her experiences from working with value proposition design and how it has helped the team at Sensative.
Carin Madsén Kollberg came to our network to give us an introduction on how to define product’s different values and structure a tree. “When we communicate about a product, we are often good at describing the product’s values on a high level and the functions down in the product, but not how they are linked. The tree creates these connections and can be used to, communicate with customers in a better way to create trust”, Carin said.
Carin used a special water bottle as an example during the workshop for everyone to focus on when finding the values. “Customers are looking at the product in different ways. Some are interested in technical features, other in what gains the product will give or what it can bring as future possibilities. In this workshop we will put them together”, Carin said. “When you have built your value tree you can pick out the “right” values that help the customers with their challenges. “What you pick and highlight depends on the customers and their needs. You need to focus on the problems in that customer’s type of market”, Carin said.
“When talking to customers they will find appeal in different aspects of the value tree, like value or realization. You can see how it is all linked together, and so can they, but they might be persuaded by different values.”
Creating a value tree is a continuous job
“It is important that you bring a diverse team to the table when you do the value tree, so that they represent different parts of the organisation. Do it in at least two sessions, so that you will have time to reflect between the sessions”, Carin said.
Now it was time get to the practical parts of the workshop! We started by writing down all the benefits of the product, then grouped them into two categories; closer to the product or closer to the customer. The next step was to group the benefits into realisation, features, concept and values.
“When you have done this, you will have a tool where you can create the right messages to your different customer groups. Focus on your customer’s pains and gains, because if you can fix those you will more easily connect with the customer”, Carin explained.
“You must do this work continuously, you need to have a review process in place. The markets are changing so quickly and you need to be agile. But if you have learned the tool, you can make the updates continuously. The features might change and develop, but the customer values are less likely to change as often. With the tree, the values are connected to why we can say these things, you can follow the chain. Many companies are good at talking about customer values and the features, but there are usually steps missing and this is where the tree can help you”, Carin finished.
“After doing this value tree workshop we decided to take some time to make a communications plan that complements the marketing plan and that makes sure that our departments align. And having it in a visual way helped us a lot as an organisation”, Vala said.
The workshop was appreciated by all participants and some members in the network talked about coming together and helping each other to make create a value tree for their companies. Are you interested in finding out more about value proposition design? Find out more in the book “Value Proposition Design” or contact Carin for support.
About our speaker
Carin Madsén Kollberg has a unique background as both computer scientists and communicator and long experience as Project Manager and in communicating technical solutions, both external and internal. You can contact her at +46 709 302 684 or email@example.com.
Are you intested in growing your network and knowledge within marketing and sales? Thein join our network and connect with us in our Facebook group!
Ideon Science Park is happy to tell you that we have a new member in our team! Since early March, Neal Greenspan has been leading the EU funded project called MatchIT.
MatchIT will select 28 people to undergo a complimentary education at Lund University focused on IT skills with the main content being Java. These 28 students will then be placed as interns at companies around Skåne who have a need for a recently educated Java programmer.
Neal’s role will be to recruit these companies and get them involved in the process to help make the students as attractive as possible and the course as valuable as possible. A cooperative effort between Ideon Science Park, Region Skåne, Lund University and Arbetsförmedlingen, this is a pilot program which could lead to a country wide initiative within a few years.
There are many ways to get involved! If you’d like more information about how you can participate or if your company is interested in being involved in any way, especially with accepting an intern in February 2019 with the goal of hiring them if they’re a good fit, please contact Neal today at firstname.lastname@example.org.
“I am happy I didn’t know about all the hard work it would take, even if I am glad for the results today”. This was said by Jon Hauksson at our Sharp Minds Session last week. During this breakfast, we met with Jon Hauksson, co-founder of Storytel and Anders Bengtsson, one of the investors in the company. The conversation focused on the ups and downs of Storytel, the relationship between the founders and the investors and what attracts an investor to a company.
“This image is from 2005, very early in our journey. We borrowed a corner at the Storyside stand to showcase our product, then called Bokilur. You can see me and Jonas Tellander, co-founder and CEO of Storytel. We later bought Storyside in 2013.”
Storytel was founded in 2005 by Jonas Tellander and Jon Hauksson, but the company was called Bokilur back then. Jon explained that they had plans to work together with Audible as a partner in the Nordic countries, but the deal was cancelled at the last minute. “We were sad about it for a while, like four hours, and then decided to start our own company”, Jon said with a laugh. “Jonas was working from Switzerland and me from a basement in Staffanstorp and I was getting bored so I went to Ideon Innovation to join the incubator and get an office”, Jon explained how the company ended up at Ideon. “We have our head office in Stockholm today, but some development is still done here in Lund”, he commented.
How did Anders and Jon meet?
“Jonas Sjögren believed in us and invested in our company for many years, but finally he asked us to find other investors and that is how we met Anders,” Jon explained.
“I met Jonas Tellander and Jon at a meeting with Connect Syd. They were on time, which is a very good start,” Anders said. He went on to explain that even though he didn’t know much about streaming services, he was familiar with the publishing industry and he saw that digitalization was coming. This, combined with the opportunity to invest together with two other angel investors from Connect, made him decide to invest in Storytel. Another important aspect for Anders was that he believed in Jonas and Jon and that they were well prepared and had a balanced forecast.
What is a good investor like?
Today, Jon does not have an active role in Storytel, he has instead moved forward as an angel investor himself. Anders still has interests in Storytel and comments that he enjoys the service very much and listens to quite a few audiobooks, especially thrillers. Does Jon have any advice on what to focus on when looking for investors?
If you are looking for an investor, make sure that they believe in you, was the message. “You don’t want investors who only see you as a money maker, you want people who believe in your company and idea,” Jon said.
What do the investors look for?
“I am interested in a long-term relationship when I invest, but I also look at the management and the forecast of the company” Anders explained.
He also said that if you can, you should invest in 8-10 companies to spread the risks, otherwise venture capital funds might be a better option. He too, focused very much on the person behind the company before he made a decision to invest.
“If I like the idea, then I start to look at the person or the team in the company. They have to have endurance, that is the most important factor for me”, Jon said.
Do you want Jon as a mentor?
If you want more business advice from Jon, apply to the Ideon Mentorship Program! He and four other Sharp Minds will meet with five lucky entrepreneurs in 1-1 sessions and the program is open for applications for all Ideon companies with the mindset to grow. Apply here!
With the Ideon Mentorship Program we want to connect the experienced leaders in the park with entrepreneurs who want to learn how to grow their business. The mentors, the experienced leaders, have serious scale-up skills to teach and important connections to offer to the right mentee. By helping each other they can both grow and who knows – it could be the start of something fantastic! Meet our first mentor – Jon Hauksson, co-founder of Storytel and now angel investor!
Jon Hauksson has a Bachelor and Master’s Degree in Computer Science from Lund University. In 2005 he co-founded Storytel Sweden AB together with Jonas Tellander who is the current CEO. In the beginning, the company was called Bokilur.
“This image is from 2005 when me and co-founder Jonas Tellander were offered to borrow a corner at the Storyside stand to showcase our product. Later on, we actually bought Storyside”, Jon explains.
Until recently, Jon was the Technical Manager of Storytel. During the last couple of years Jon has been acting as an Angel Investor for many startups and has now stepped down from the operational role in Storytel. Some of the startups that he has invested in are Delibr, Elobina, Dream Troopers AB (where he is also a Board Member) and Beatly.
About his role as a mentor in the program, Jon has this to say:
“I am in the program to share, meet interesting entrepreneurs, learn new things and hopefully find companies to invest in.”
Sharp Minds Sessions with Jon Hauksson and investor Anders Bengtsson
Want to know more about Jon and his journey with creating Storytel? Then don’t miss the Sharp Minds Session on May 8th! Here, we will hear the story about Storytel and how Anders Bengtsson came to invest in the company. What has the relationship between entrepreneur and investor been like? What was it that grabbed Ander’s interest in the first place? How are Jon and Anders collaborating today? This and more at our first session May 8th at Edison Park. Sign up here!