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Diecimila euro. Tanti sono bastati a Luca Ascani, a 25 anni appena, per lanciare nel 2004 GoAdv, information services company from 2007 listed on the Paris Stock Exchange and now has a market capitalization of approximately EUR 60 million. Bet, then, for a child prodigy "without hooks," which in a few years was able to transform an idea into a seemingly unattainable money machine: according to analysts should close 2008 with a turnover of 40 million € and a staff of 100 people throughout Europe (see story, page 19). But Ascani is not the only "technological genius" made in Italy in recent years. Indeed, despite the fact that our country suffered a backwardness in technological innovation (and others) there are good ideas: according to the data explicitly developed for Economy Chamber of Commerce of Milan, at the end of 2008 there were 130,731 businesses exactly hi-tech Italian, 3.6% more than in 2007. And Lombardy alone boasts 28,470 (see map on page 20). A missing, if anything, are the venture capital funds: those that, for comparison, the United States have funded thousands of large and small technology companies, from Google to the myriad of companies for years in the legendary Silicon Valley, the areas south of San Francisco is one of the most hi-tech regions of the globe.
In Italy more than elsewhere, there is a large group of first generation entrepreneurs, thirty or so, who were able to take risks in technology. Faced with the lack of capital have begun rallying friends and family to raise the first money to invest. "That's what's called Anglo-Saxon approach of the" 3F ", ie family, friends and fools (ie family, friends and fools, ndr)" tells Economy Alberto Giusti, 36, "serial entrepreneur" now in its sixth hi-tech adventure
Business angels. At '3F', and in some cases, then add the so-called "business angels", that informal investors, managers or professionals, who are accustomed to intervene when the activity is still embryo. "They are private assets accumulated in the field, generally in the same activities that are to be finance. For this reason, unlike banks, are able to assess the risks of start-up projects' specific Simone Bassanini, senior manager of the consulting firm KPMG that, with the support of AIFA (Association of Italian private equity and venture capital) and Intesa Sanpaolo, drew an identikit of the business angel Italians. Their average investment is around € 180-200 thousand or so, even, in general, to a share of 30-40% or less of the capital. Bring money, then, but skills and also come out in 3-5 years, by selling its shares to a third party, usually formal investors: private equity, or even real industrial partners.
, if you can find. In Italy, in fact, the road in this area is all uphill. In the first half of 2008 Aifi estimated that about 170 private equity and venture capital, for a total of 2.77 billion euro, only 40 interventions for 52 million euro in total start-up focused on the level of 'beginning. These operations, in addition, were covered in 50% of cases by regional financial and only minimally by banks (7.5%) or asset management companies (2.5%). Yet "if there a time when it becomes vital to focus on new business ideas is just what the current "acts Alessandro Spada, InnovaB president of the company for the innovation of the Chamber of Commerce of Milan, Monza and Brianza. "Only this way can give a new impulse to the economy once the crisis has passed."
more so by the decree-law 112 was launched on June 25, better known as "Decree Brunetta," were introduced for the first time in Italy the tax measures that encourage investment in start-up. That the time has come for change? The three young entrepreneurs interviewed by the Economy in the following pages we hope so. And remember: "There chi pensava che fossimo folli, e invece…».
La loro è una vera professione di ottimismo.
Una ventottenne di Milano ha unito gioielli e tecnologia e oggi vende le sue creazioni nelle migliori gioiellerie d’Europa. Un trentaduenne di Vicenza ha fondato un’azienda di telefonia «low cost» per le chiamate all’estero. Un romano di 29 anni ha fondato un’azienda che ha scavalcato le Alpi per quotarsi a Parigi: ora capitalizza 60 milioni di euro. Antonella Fiorentino, Manuel Zanella e Luca Ascani, nonostante le difficoltà di accesso al credito e le ritrosie di una cultura «made in Italy» che non agevola le start-up tecnologiche di giovani imprenditori, ce l’hanno fatta. Ecco come ci have succeeded.
Antonio Fiorentino
Jewels playing very well (and the stars are listening)
It is said that behind every great man is acting a strong woman. In this case, a young man of character and with an entrepreneurial flair behind a commercial venture started in December 2008 and that, within a month, has already managed to win orders and contracts worth over € 100,000. You
Antonella Fiorentino, 28 years straddling 2007 and 2008, he founded the company in Azzate Varesino trading Crazy Double, from which arose then the trade mark 'Kiwie Jewels. " The mission was to transform objects hi-tech's most popular and successful in the real jewels, set in frames and supports made of genuine gemstones. Thanks to some previous business ventures, which lasted about a year, Antonella De Molli and her husband Daniel (37 years) have confiscated most of the million necessary for the opening of the new company.
They developed key contacts with Asian manufacturers of digital products, including MP3 and headsets for mobile phones, keeping the design in Italy. "What electronics," says Fiorentino Economy ', however, is a mature industry where it is difficult. " To do that we needed something innovative to differentiate their offerings. "We found him in the jewels" Fiorentino continues. "Products today are Kiwie Jewels in 42 showcases throughout Italy."
earnings of the company have reached 80 000 euro in a month, at the end of December 2008. But it was only the beginning, because after taking part in the global electronics trade show in Las Vegas and after finding space in the most chic stores in London, now Kiwie Jewels wants to expand its network. Since February is also in Spain and in Switzerland, first in the stores Foxtown in Mendrisio and then ten other jewelers.
In Italy's creations are Kiwie Jewels boutique 'trendy' Heaven in Piazza Duomo in Milan and Brusco, the distributor of Rolex and Bulgari to the center of Roma. Ma tra due mesi i tecnogioielli saranno in altri 100 negozi: «Naturalmente siamo molto interessati a mercati come gli Emirati Arabi o gli Stati Uniti» dice Antonella «dove però abbiamo già una serie di testimonial di primo piano: ci hanno garantito un’ottima visibilità internazionale».
Sono cantanti come l’emergente Rihanna o famosi come Mariah Carey; ma anche attrici del calibro di Eva Longoria (Casalinghe disperate), cui il marito Tony Parker, campione della pallacanestro, ha appena regalato un ciondolo a forma di cuore che si schiude per scoprire due lettori di file Mp3: è il modello «Twinheart» di Kiwie Jewels. «Crediamo che possa essere un successo per il San Valentino 2009» dice the young manager "and is on sale for only 80 €.
The basic idea is that luxury should be hi-tech as possible to everyone, even if the high-end products with diamonds, like the MP5, start at 400 €. Planned and designed in the studio of Azzate in the province of Varese, but made in Asia with the support of open offices in Shenzhen, China, Kiwie Jewels line is covered with stones set of certified origin, worked in Italy by master goldsmiths. The range, which is now made up of seven 'families' of products (including Swars, earrings studded with precious-headset) creations soon be welcoming new: "The February 14" Fiorentino said, "will be our party, because we will present the new proposals just for the day of lovers. And if all goes well, the next step will be a flagship store. "
Meanwhile there is the satisfaction of having grown up without aid. "We had credit from banks" Fiorentino concludes, "but for a small part of the initial capital. And only Popolare di Bergamo really believed in us. "
(Roberto Carminati)
Manuel Zanella
The inventor convinced that the "myth"
of her childhood to come in mobile
The office of Manuel Zanella is a splash of color arancio-verde nel grigio della zona industriale di Vicenza. A pochi centimetri dal computer, sulla scrivania, la foto di suo figlio nato il 12 dicembre 2008. Sulla parete di fronte, due copertine di un mensile economico. La prima ha in primo piano il volto di Silvio Berlusconi. Sulla seconda campeggia Ennio Doris, numero uno di Mediolanum. «Un giorno metterò lì accanto la terza copertina: magari quella di Economy» dice. «E ci sarà la mia foto».
Presuntuoso? Forse. Di sicuro ambizioso e determinato. Zanella, 32 anni, è figlio di un perito elettrotecnico che aveva una fonderia venduta nel 2005 e il mito di Doris, vicentino, imprenditore «fai-da-te» se lo porta dietro da quando è bambino, da quando voleva fare the inventor. After a degree in electrical engineering at Padua, he began working as a "family banker" just in Mediolanum. In 2003 he married and left for Kenya. And there came the idea that in 2006 led him to found Zero Mobile: "To call and receive calls from Africa to Italy cost € 6 per minute, enormous," she says.
How to avoid this drain? "I've done nothing but look at what already existed in England and the United States 'answer' and I founded Zero Mobile, a global telephony low cost applied only to those traveling abroad for business and tourism."
Detail is also the sales channel: travel agents only and companies providing business services to companies, in addition to agencies Lottomatica. The idea was there. But it needed the money: at least 250 000 euro, to get started. Zane knew that banks hardly have funded a start-up. And it was just Doris wanted her "angel."
A difficult encounter. So he decides to go to his house: a bolster, near Vicenza. Tried twice to deliver a letter to Doris. Then get a meeting, but an aide who is not showing interest. Zanella not give up. Back to bolster and delivered a third letter. And July 2006. The secretariat of Doris called him and make an appointment. "This time there was Doris' Zanella said. "I said, I do not understand much of telephony. But I trust in your determination. "
and funded by Zero Mobile 100 000 € through two companies personal Invest H and H Equity . Other 150 000 came from Daniele Bortolotti, who is the brother of Zane and the holder of Petrolvilla Group, 400 million in revenues from petroleum products. In 2007, then was made a capital increase of up to 400 million. Today 75% of Zero Mobile is in the hands of two companies of Doris, 10% and 15% Petrolvilla Group to Zanella. The company has eight employees and involves a network of about 100 agents. And the sim is in Zero Mobile vendita in circa 900 agenzie, più nella rete di Lottomatica.
Il meccanismo è semplice: Zero Mobile ha un accordo con un operatore di telefonia estone che gli mette a disposizione la piattaforma di roaming internazionale e un sistema («call back») tale per cui la chiamata viene trasformata da internazionale a nazionale. I risparmi arrivano all’85%. E dopo la sim è nato anche lo «Zerofonino», un cellulare dual sim Umts realizzato dalla cinese Techfit (la stessa che produce apparecchi per la Nokia ) in cui inserire due card: la prima dell’operatore tradizionale, la seconda di Zero Mobile per i viaggi all’estero. Il business plan prevede 15 milioni di fatturato entro il 2011 e il break even nel 2009. «Gli accordi che abbiamo già in mano ci consentono di pensare che rispetteremo gli obiettivi» dice sicuro Zanella: l’«inventore» vicentino che ha convinto il suo mito dell’infanzia a rischiare con lui.
(Ilaria Molinari)
Luca Ascani
Partire su internet con 10 mila euro
e arrivare a capitalizzare 60 milioni
È del 1979, ma tiene moltissimo a dire che «non ha ancora 30 anni», perché è nato in novembre. Luca Ascani, romano, sventola all’estero la bandiera del talento italiano alla guida di GoAdv , società di servizi d’informazione e di comunicazione, quotata al listino Alternext (Nyse-Euronext) di Parigi, con una capitalizzazione che oggi vale circa 60 milioni di euro. La sua è la classica storia dell’enfant prodige «senza agganci». Non ha una laurea nel cassetto perché, dice a Economy, «ho fatto due anni di giurisprudenza, ma non faceva per me», ed entra nel mondo internet in maniera casuale. Era il 1999 quando, a soli 20 anni, viene reclutato da BuyCentral , società specializzata nella comparazione dei prezzi su internet, per fare uno stage a Parigi. «L’unico punto di forza che avevo era la buona conoscenza della lingua francese» dice. «Ma non ero un patito di computer e anche oggi I can not make a single line of html.
Being Italian, however, gives him a chance in 2000 to become responsible for launching the project BuyCentral in Italy and as a partner and managing director. BuyCentral four years later was acquired by Lycos and in July 2004, Ascani embarks on a new project: the company's information services and online communications GoAdv. With him is his partner Salvatore Esposito, 34, who has had an experience after BuyCentral in Altavista.
Party with an investment of € 10 000, Ascani has succeeded in developing a growing company with a turnover of over € 18.4 million in the first half, which ended June 30, 2008, and a staff of 100 people across Europe. The end of the year is expected at the end of February 2009 with sales that analysts estimate about 38 million €. Ascani remember having suffered from a pan-European vision for the development of his business: "I started in Italy, which is considered the ideal starting point to start an online business, but I went against the stereotypes and I proved that was not only a possibility, but a real opportunity. " So the entrepreneur has decided that the company was not restricted to the Italian market and in a few months, he opened an office in the United Kingdom: "A year later we were active in eight European countries and this has allowed us quickly develop the business. "
Seventeen million people. GoAdv now has over 17 million users per month, with a network of Web sites with high visibility operations in the United Kingdom, Germany, Netherlands, France, Italy, Spain, Sweden and Poland, and offices in Rome, Dublin, Paris, Manila and Casablanca. The network includes a group of generalist portals Excite Europe, purchased soon after the IPO; BetterDeals , a series of vertical sites customized to help users get the most searches on the internet, and Track Set, companies operating in Pisa web analytics, which examines the navigation paths of utenti sui siti.
«Per una crescita reale è di vitale importanza adottare una prospettiva paneuropea e una visione che vada oltre il territorio, specialmente nel mondo internet» dice Ascani che va fiero del fatto di non essere mai ricorso alle banche. «Il nostro sviluppo è sempre stato organico, non ho mai avuto bisogno di investire al di là della liquidità che la mia azienda produceva» dice. La gestione oculata del denaro la ritiene un’eredità familiare: «Ho sempre seguito il prezioso consiglio di mio padre: prima fare profitto e poi investire» dice.
Per questo Ascani procede sempre a piccoli passi, attenendosi a due punti fermi: «rentability and scalability», ovvero il business deve essere a profit and scale, otherwise there is a limit to growth. "Hard times there have been" admitted "but negative stress can last a few hours, then we must find the solution, positivization forever."
A key step, however, he did two years ago, succumbing to the financial world with the IPO. "We were lucky because we got the first down and we held up well," he says. The listing was made with a private placement fully subscribed for 5.5 million euro, from private equity fund Truffle Ventures.
with finance and the impact was positive, as in June 2008 Ascani is back on the market with the launch of a convertible bond from 11.5 million and expire five years, always aimed at institutional investors. "Now we have 20 million euro in cash to invest in strategic acquisitions in 2009 and we look around us." To grow again. Small steps.
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