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ISDEF section on GoTech

06th October 2016, Thursday

How do we reinvent the wheel? The evolution of marketing in iSpring: what we've learned over the past ten years

Yury Uskov

iSpring
CEO

1. Software is made. What’s next? What is marketing? Leader strategy and guerrilla strategy.
2. What is the main task marketing resolves? The meaning of words and senses. How not to clip business’s wings.
3. Price, value, brand. What questions should be answered to create a good brand.
4. To whom we don’t sell. Why and how to differentiate the audience?
5. PR recipes. How to make people talk about you.
6. Where to find good marketers?
7. Marketing system which helped us conquer the world in 10 years

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Topic language Russian

Duration 30 min.

Start time 13:00 - 13:30

Location Phystechpark, Dolgoprudny

It's time to go global, or five secrets of high-quality localization

Pavel Koshak

Palex
CEO

A good translation can make a product or service open the door to world markets; a bad translation can break a developer’s business. Studies show that a top-flight localization increases sales in a new market by as much as 40%. But what exactly is top-flight localization? What goes into making it what it needs to be? How do you determine what content is most crucial and which target languages are most important for the project? And why is your friend — the one with the cum laude degree in a foreign language — unlikely to be up to this very special task? An understanding of market theory and of the very real lessons the translation market teaches can enable a start-up company to protect the reputation of its emerging brand.

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Topic language Russian

Duration 30 min.

Start time 13:30 - 14:00

Location Phystechpark, Dolgoprudny

Entering the US B2B market: a practical legal survival guide for innovators

Dmitry Dubograev

femida.us
Управляющий партнёр и СЕО

Making it in the B2B market in the US: innovator’s legal and practical survival guide.
1. How to foster foresight, and what could “kill” the IT company in the future? Intellectual property as the core of the company.
2. The piggy bank – what is the future value of a startup and how not to lose it? The importance of contractual structure, and the consequences of missing agreements and the “napkin” contracts.
3. A soft exit or a hard landing? How to negotiate with co-founders/investors, and what are the causes of future internal conflicts and self-destruction of IT project?
4. Upon entering the Western markets – “should I focus on the business or to prepare for the sale of my company”?

[add to Outlook]

Topic language Russian

Duration 30 min.

Start time 14:00 - 14:30

Location Phystechpark, Dolgoprudny

	Yury Uskov iSpring CEO
1. Software is made. What’s next? What is marketing? Leader strategy and guerrilla strategy. 2. What is the main task marketing resolves? The meaning of words and senses. How not to clip business’s wings. 3. Price, value, brand. What questions should be answered to create a good brand. 4. To whom we don’t sell. Why and how to differentiate the audience? 5. PR recipes. How to make people talk about you. 6. Where to find good marketers? 7. Marketing system which helped us conquer the world in 10 years
[add to Outlook]

Topic language	Russian
Duration	30 min.
Start time	13:00 - 13:30
Location	Phystechpark, Dolgoprudny

	Pavel Koshak Palex CEO
A good translation can make a product or service open the door to world markets; a bad translation can break a developer’s business. Studies show that a top-flight localization increases sales in a new market by as much as 40%. But what exactly is top-flight localization? What goes into making it what it needs to be? How do you determine what content is most crucial and which target languages are most important for the project? And why is your friend — the one with the cum laude degree in a foreign language — unlikely to be up to this very special task? An understanding of market theory and of the very real lessons the translation market teaches can enable a start-up company to protect the reputation of its emerging brand.
[add to Outlook]

	Dmitry Dubograev femida.us Управляющий партнёр и СЕО
Making it in the B2B market in the US: innovator’s legal and practical survival guide. 1. How to foster foresight, and what could “kill” the IT company in the future? Intellectual property as the core of the company. 2. The piggy bank – what is the future value of a startup and how not to lose it? The importance of contractual structure, and the consequences of missing agreements and the “napkin” contracts. 3. A soft exit or a hard landing? How to negotiate with co-founders/investors, and what are the causes of future internal conflicts and self-destruction of IT project? 4. Upon entering the Western markets – “should I focus on the business or to prepare for the sale of my company”?
[add to Outlook]