Herve Cuviliez: Entrepreneur - business angel in the Middle East

I just spent a year travelling in the middle east (Dubai, Abu Dhabi, Jordan, Lebanon,…) and I even moved recently to lebanon. I’ve met a lot of people in the industry there.

And I was impressed by the market evolution in a year.

• Internet penetration is booming (21,3% penetration with 32% in Kuwait or 38,4% in the UAE) more on Internet world stats.
• Mobile penetration and usage is even more impressive (150% in the UAE), see my previous post on this: Mobile innovation, start looking at emerging countries.

On the startup side, things start to be organized and new projects are released every week. here is some good sources of information:

• Arabcrunch.com is dedicated to profiling and reviewing Arab originated startups.
• Startuparabia.com is talking about Arab startups and entrepreneurs
• The twitter of PV Tribal DDB is giving daily news about internet and mobile markets in the region.

On the funding side, things are still a bit messy but one good initiative need to be be named. It’s the ABAN (Arab Business Angels Network) and they organize a meeting every quarter with for 4-6 selected startups + some guests.

My opinion? VC’s should start considering this market with a population of 200 millions people, a strong growth, and a huge appetite for new technologies.

Without disclosing any secret, guess where my next project will take place.

Most of startups are relying on online advertising with the very same principle: create a service, get a massive audience and try to monetize it.

Everything seems to be ok as long as online advertising is growing fast.
But the future of online adverising is elsewhere.

The online advertising 1.0 (today) is a copycat of the traditional advertising: Get me a massive audience, interupt what they are doing to expose my brand or at most click on my ads.
I’m talking about any kind of display advertising ( banners, over the page, etc..)

The online advertising 2.0 (what I’ve called Advertising on demand in a recent post) will be totally different by moving from a “look at my fantastic product” attitude to a “what can I do for you” one.
I mean by that propose to customers services they care about in your aera.
Nike made that move sometimes ago with product like Nike Ballers network, a facebook application where basketballers can: find a court, add your home court, find a game and schedule your own game and invite other players

Startups will have to review their copy if they want their share of the online advertising manna.

They will have to propose customizable version of their product in order to move their ad based business model to a b2b services businness model.
And from the success and the leadership will depend their revenues on the B2B side. Big brands don’t work will losers.

I’m working on a project in the mobile area. I love this moment when you just keep thinking / discussing about it.

but here is the big question? what will make the difference ?

Of course, I start to have some experience but frankly it sometimes really hard to figure out what will make that vital difference.

Here is what I’ll try to always have in mind

Insights: my marketing background has taught me that a new service has to be based on a real need or solve something. We all are lazy, we don’t use something because it’s really smart or high end technology, but only because it’s fun or it helps. Never compromise on this.

KISS (Keep It Simple, Stupid): as soon as, we have this good idea, our first temptation is to sophisticate it more and more, adding options, etc…
You should do the opposite by trying to squeeze everything that is not vital to serve your idea. that way, you will make a easy service/product to use. If I need to read the manual, you are done. To read more on this: an article of Jacob Nielsen on BBC.co.uk: Web users getting more ruthless.

User Experience: you can the best idea ever if the user experience is weak, you will fail.
that’s where the alpha and beta version is useful, getting feedback not only for the marketing trick.
A good way to illustrate this is the following: In the Internet and Mobile, the User Interface is like a windows between the consumer and your service. The clearer is your window the more you consumer is seeing your service.

Timing: I’m actually reading “the singularity is near” by Ray Kurzweil and I will quote him on this:

Most of the inventions fail not because the R&D department can get them to work but because the timing is wrong

Inventing is like surfing: you gave to anticipate and catch the wave at just the right time hope that helps.

Please, don’t hesitate to comment and share your finding