Strategizing for Start-Ups Part I

Event Info

Wed 11 Feb, 2015 at 6:15pm
Unruly HQ
42-46 Princelet Street
London, E1 5LP, UK
Cost: Free


Strategizing For Start-Ups - Part I 
By Dr Paolo Aversa  & Simone Santoni (Cass Business School City University London) 

This is the first of two sessions on strategizing for start-ups!

"No wind blows in favor of a ship without direction” (Saeneca).  

Strategy is one of the oldest disciplines in human history, and it is the theory and practice of making decisions that shape the future of people, ventures and organizations. Strategic management sets the rules to orchestrate complex resources in ever changing environments. Developing a good strategy and being able to adapt is always important, but is particularly difficult and crucial for start-ups.

In this interactive seminar, we will discuss what is strategy, how to write a good strategy, and how developing an efficient and effective strategy provides new start-ups a solid ground to achieve and sustain competitive advantage. The course also explores how to analyze an internet-based competitive arena by applying the renown Five Forces Industry Analysis by M.E. Porter. This represents one of the basic tools to understand a competitive environment, and it is a mandatory and pivotal part of any business plan, as well as for any investment pitch.


Paolo Aversa is lecturer in strategy at Cass Business School, where he teaches at the MSc in Management, the Full Time MBA and the Executive MBA in Dubai.  He taught and tutored at the Wharton School (University of Pennsylvania), University of Bologna and Padova. He is mostly known for his research and engagement with the motorsport industry, particularly with Formula 1. He often presents his works and industry analyses in international conferences, firms, and institutions. He works as advisor for companies mostly working in technological sectors. His research featured more than 250 times around the world in international media, including Financial Times, New York Times, BBC, Sky, Forbes, Reuters, Sunday Times, The Telegraph, City AM and the Sidney Morning Herald. In 2014 he has been runner-up for the prestigious ‘“Marie Skłodowska-Curie Communicating Science Prize” which shortlists the EU funded scientific projects that excelled in the outreach to the general public, had the widest coverage in mainstream media, and displayed the most innovative approach to dissemination. In his spare time, he combines his passion for racing and adrenaline sports with playing music, traveling and drawing. 

Simone Santoni is a research fellow at Cass Business School, City University London. His primary research interests concern the interrelationship of individuals and organizations and the sources of innovation and change. His main fields of experiences are entrepreneurial organizations and creative industries. He holds a PhD in Management with a concentration on organizational theory from University of Bologna.