Brainfruit

Foreword
Read Me First
Acknowledgements


Part I: From Idea to Ideas Business
Why some ideas catch on and others don't. 

Chapter 1: The Stikfas Story

Ban Yinh Jheow, Stikfas
Design in a Constrained Environment
Business 1: Event Design
Business 2: Retail
Exploring the Value System
Business 3: Original Designs
Get to Market
Building a Team
Balancing Life and Work

Chapter 2: Capturing Ideas

A Bright Idea
Inventing Birthdays
Into Business
Intellectual Property
Original Thoughts

Chapter 3: Inspiration and Perspiration

Key Question 1: Why Is This Idea Valuable'
Sell the Sizzle, Not the Steak
Key Question 2: Who Is Going to Find This Idea Valuable'
Key Question 3: How Are People Going to Pay for This Idea'
Key Question 4: How Is This Idea Going to Reach People Who Will Pay for It'
Key Question 5: How Does This Idea Compete With Others That Could Replace It'
Key Question 6: Where Does This Idea Fit Into People's Lives'

Chapter 4: When Cultures Collide

Roland Ong Toon Wah, IAH Games
Ideas People
Business People
Controlled Explosions
The Tao of an Ideas Business
Finders, Minders and Grinders

Chapter 5: Insight Exercise: Are You a Finder, a Minder or a Grinder' 

Part II: A Map
How money flows to creative people'or not.


Chapter 6: Many Ways to Make Money

Christine Sham
Role 1: Teacher
Role 2: Composer
Role 3: Performer
Role 4: Producer
Value Chains and Subway Trains
Making It Big

Chapter 7: Experiences

Anthony Brice, Singapore Symphony Orchestra
Risks and Rewards
Sponsorship
Selling a Special Experience
Let the Customer Decide How Much to Pay
All the World's a Stage
Scaling Up and Protecting Intellectual Property
Live TV

Chapter 8: Media

Social Media
Scaling Media Business
Aldric Chang and Adrian Chye, MediaFreaks Pte Ltd
Thinking 360'
A Vision Built on Intellectual Property
Hits Are Unpredictable
Building a Virtual World
Involving Customers from the Start
Measuring Success

Chapter 9: Creative Services

Creative Services and Marketing
Selling Time
Louise Au, HOOLA
Growing Up Digital
From Social Media to Social Enterprise
Living the Dream
A Balanced Team

Chapter 10: Symbols

A Hierarchy of Fashion
Love, Loyalty and Luxury
The Art of the Gallery Owner
Alice Zhang, Mischmasch
Setting Up Shop
Understanding Customers
Elitism versus Inclusion
Opening Up New Audiences
Adding Value through Curation

Chapter 11: Who Is Creative'

The Stobart Story
Creativity Is Everywhere
A Relationship with Ideas
From Technology to Aesthetics
Supporting Ideas Businesses
Technical Facilities Companies
Information Companies
Brokers
Libraries
Manufacturers
Professionals and Financiers

Chapter 12: Insight Exercise: Where Do You Add Value'
Part III: How Ideas Businesses Grow
The steps and ideas business must climb to grow.


Chapter 13: Where Do You Want to Go'

Journey or Destination'
What Makes You Get Up in the Morning'
Cultural Value
Social Value
Economic Value

Chapter 14: Identity Crisis

Growing Pains
Climbing the Stairway to Heaven
People Are Social Animals
Going for Growth

Chapter 15: Lone Stars

Learning Every Day

Chapter 16: Club-style Ideas Businesses

Sean Lam, Plate Interactive

Chapter 17: Family-style Ideas Businesses Mark Terry-Lush, Renegade Media Chapter 18: Farming Value

Margaret Manning and Simon Usher, Reading Room Dot-com Pioneers
Planting Value
Managing People and Expectations
Finding an Investor
Changing Focus and Knowing the Numbers
Firing Clients for the First Time
Facing up to Scaling Problems

Chapter 19: Growing Value

Radar for Business
Choosing the Right Metrics
Staying on Target

Chapter 20: Harvesting Value

Management Buy-out and Buy-in
Selling a Business: Whitewater
Expert Advice to Manage the Sale
Countdown to Exit
Getting a Good Price

Chapter 21: Mergers and Acquisitions

Sue Charles, Northbank Communications
Expect Differences of Opinion
It Is All About People

Chapter 22: Group Ideas Businesses

Bryan Wilsher, Loewy Group
Great Chemistry Is Essential, but There Must Be More
Nine Essentials for a Deal to Work
Jeremy Middleton, Mediasquare plc

Chapter 23: Going Public

Flotation
Aki Sano, Cookpad.com
Pioneering E-commerce
Making Micro-transactions Possible
Creating a Community
Making It Pay
The Right Time to Scale Up
Focus Is the Key to Success
Going Public
Institutional Investors

Chapter 24: Winding Up

Feedback, Not Failure
Edmund Shern, Storm Lion
Storm Clouds Gathering
In the Line of Fire
Winding Up
Managing Fear

Chapter 25: Insight: Setting Course for Success
Part IV: Meet the Money
Close encounters of the financial kind.


Chapter 26: Financiers

Why Ideas People Seek Finance
Good Reasons to Raise Money
Why People Offer Finance
Managing Risk
Daniel Yun, Homerun Asia
No Place for Ego
Framing an Investment Proposition
A Map of Potential Financiers
Scalability

Chapter 27: Financing Lone Stars, Clubs and Family-style Ideas Businesses

Friends and Family
Banks
Charging Interest
Guarantee Companies
Moneylenders
Trade Finance
Factoring Companies
Lease Finance
Public Funds
Philanthropists

Chapter 28: Crowdfunding

Chen Yanyun and Sara Chong, Stick and Balloon

Chapter 29: Financing Value Planter, Grower and Harvester Ideas Businesses

Going for Growth
When Worlds Collide
Melissa Clark-Reynolds, MiniMonos
Building Value
Changing Direction: The Pivot
Rounds of Fundraising
Spotting the Opportunity
Making an Idea Seem Tangible
Proof of Concept
Pitching the Plan
Proof of Value

Chapter 30: Business Angels

Investing for Fun
Professor Wong Poh Kam, Bansea
Different Styles of Angel
Matchmaking
Every Deal Is Different
Smart Money, Dumb Money
Clear Communication

Chapter 31: Venture Capital

The Fund Life Cycle
What Motivates Venture Capitalists
Delivering on the Dream
How Funds Work
VC Funding Will Not Work for All Ideas Businesses Strategic Investors

Chapter 32: Insight: How Does Your Business Look to an Investor'
Part V: The Ideas Ecosystem


Chapter 33: Supporting Structures

Places
Policy
Professionals

Chapter 34: Lawyers

John Young, Alkimie
Briefing a Lawyer
Using Legal Templates
Law around the World
Picasso's Napkin
Who Are Lawyers'
How They Get Paid
What They Offer
Limitations
Questions to Ask Your Lawyer

Chapter 35: Accountants

Who Are Accountants'
How They Get Paid
What They Offer
Limitations
Questions to Ask Your Accountant

Chapter 36: Mentors, Advisers and Gurus

Who Are Advisers'
How They Get Paid
What They Offer
Limitations
Questions to Ask Yourself

Chapter 37: Academics
Who Are Academics'

How They Get Paid
What They Offer
Limitations
Questions to Ask the Relevant Academic Institution

Chapter 38: Incubators
What Are Incubators'

How They Get Paid
What They Offer
Limitations
Questions to Ask the Relevant Incubator

Chapter 39: Trade and Cluster Groups
What Are Trade Groups'

How They Get Paid
What They Offer
Limitations
Questions to Ask the Relevant Trade Group

Chapter 40: Public Agencies

The Need for New Ideas
Mining Ideas
What Are Public Agencies'
How They Get Paid
What They Promise
Limitations
Questions to Ask the Relevant Public Agency

About the Authors
Index