2

,

-.

,
().

:
,

EQUAL, - ,
.

:
,
,

, -

:


, .

1. (mindmap)................................................................................ 4
2. ..................................................................................................................... 5
3. ..................................................................................................... 7
3.1. ......................................................................................... 7
3.2. : ?................................................... 11
3.3. .................................................................................... 18
3.4. -.............................................................................................. 20
4. ..................................................................................................................... 22
4.1. ?.......................................................................... 23
4.2. ..................................................................... 25
4.3. ....................................................................... 28
4.4. .................................................................................................. 29
4.5. ........................................................................................................ 38
4.6. ?................................................................................... 40
4.7. ......................................................................................................... 41
5. ........................................................................................... 43
5.1. ................................... 43
5.2. .................................................................... 44
5.3. ............................................................................................................................. 45
5.4. .................................................................................... 49
5.5. ................................................................................................ 52
5.6. ................................................................................................................ 53
5.7. ............................................................................................................................. 54
5.8. ........................................................................................... 58
6. .................................................................................. 61
6.1. .............................................................................................................. 62
6.2. ............................................................................................................................ 67
7. ..................................................... 70
7.1. : ................ 70
7.2. ............................................................................... 74
7.3. ..................................................................................................................... 98
8. ( 1)............................................................... 99
9. ............................................................................................................ 113

1 (mindmap)

S ta r t u p

(Startup) .
-
. ,
.

:
,

, , ,
, , , ,
.

. ,
, . ,
.

,
.
. ,
, .

.
, ,
( 1).
, -
(www.businessmodelgeneration.com) lean startup ( )
(www.theleanstartup.com). ,
.
.
, ,
, ,
.
, ,
. , ,
.

3.1.
. ,
, ,
-
. , -
.
,
, .
,
.
, . ,

,
, .
, ( )
- .

8

.

,
,
, .
, ,
.

1 2345

.
, .

. -,
.

; , ,
, .
, ,
,
,
. ,
, ,
.

, -
, , ,
.

.
.
,
, .
,
,
, .
,

. . .
, ,
, .

?,

.
, ,
. ,

,
, .

1 2345

10

- , ,
. ,
. , ,
, ,
(venture capitalist). , ,
.
,
.
, ,
, .

3.2. :
?
16%

, ,
. , , .
.

,

,
.

,
.
,
, ,
,
.

,
, .
, ,
.
, , ,
- .
. ,
, .
, ,
, , .
, ,
. ,
, .
, , ..
(feasibility plan).
, ( ).
:
.

11

12

-, -, -. ,
, , ,
.
, ,
.
, ,
. , ,
, .

13

15

15
37

,
,
. ,
, , . .
:

-
-

,

()

,
,
,
?

14

15

, .
:

, , .

, .
:

,


,
. , :

, ,

, :
,



, .:

, ,

, , ,
, , ,
. , , -
.
, .

,
,
. , ,
. ,
. - ,
. , ,
.

(
) . ,
.

,
, , .

, .
, , ,
. .

16

.
.
.
,

,
.

, ,
, .:





( ) .

, ,
, CD . :
Kompass
Europages
Wer liefert was? ( ?)
..

: ,
: , ,

: ,

, ,
, , , ,
. - ,
, .
.
, ,
- .

(mind map)

17

18

19

3.3.

?
? ?

?

(Servuction)

9
7

,
,

(
?)

(
)



,

( //
)






BTL (
)

(
)

, .

20

21

3.4. -

(
) (
)

22

4.

*
*SWOT ( , )
*
*

(, , ,
,..)

( ,
, ,..)

(,
, ,..)

, , ,
. -
, ,
.
.

(
,
,
,..)

4.1. ?
, ,
. ,
.

23

24

,
.
- .
,
, .

4.2.

-
.

:
,
.

: !

,
.
, ,
:

?
?
?

,
.
, , , :

- , ,

?
?

, ,
.

.

?
?

?
(


)

?

?

25

26

, :





:




,
.
,
.
:
, , ,
, ,
,
.
.
- :






, - .
.
, .
,
.

27

28

4.3.
,
:


,


:
, (
?)






.

.

- - , -

-
-

, -
, , .

:

,




, , :



:



, , . ,
, ,
.

4.4.

(
),
,
.
( ,
) (
, , ),
, (
, .).

29

30

/ ,
/. ,
. , ,
.

, - , -
.
, ,
. , ,
, .
,
, , . ,
, , :
.
,
,
( ). -
, .
,
,
- , .
,
.
, ,
, .
, ,
,
.
, . . , ,
, .
, ,
.
, ,
.

-
, , .
:
:
.


: ,

/
, , ,
.
.
,
.
, ,
.

, -
, :

31

32

33

, ,
, .
, .

. ,
.
:

,

,
,
, ,
.

, (
) ,
.
,
.

,
/ .
.
, , ,
, ,
. , ,
( , ) ,
, .

, , ,
.
, ,
,
.

-
. ,
,
, .

,
,

. , ,
.
- .
, ,
,
, , , ,
. ,
.

/ ?
,
:

-

34

.
.


,
.
, :

: ,
.
, .

- , , :

:

, ,
.
,
:

,
.
.

,

. ,
:
:
,
: ,

;
,
. / .

35

 :




(
) (trial offers)

36

-%

,
. ,
.
, :




, ,
.
, (,
,
).
,
, ,
, .

:


,

,
.

, , ,
, .

BTL /
, (
)
/ , , , ,
..

, -
:

. ,
.

, -, ,
, .

,
, ,
- .

BTL / :

37

38

- .

, ,
. ,
.

,
, .
,
.
.
,
, :

4.5.
,
, ,
, , ,
, .
,
: ,
, .
. ,
, ,

.
, ,
, ,
, , - .

. ,
, .
ebay .

(SEO)

Adwords

QR

39

40

4.6. ?
,
(CMS).
,
, - - ,

. - CMS Drupal, Joomla
Wordpress. ,
,

,

, ,
.
(plug-ins)
.

, .
. , ,
Google , ,
. Google
.
, , .
,
. ,
.
, .

4.7.

, , CMS , .
CMS .
,
. CMS (debugged) - ,
, .
( ., ;
, ..).
- Wordpress () ,

, :
, - ,
.
.
, .
- , .
, ,
.
, .

, , ,
, - ,
- .
. (LinkedIn, Viadeo, Xing, Talent.me, Branchout); -, Facebook Google+.
(Twitter).

41

5.

, -
. ,

. , , ,
, . ,
,
, ,
, .
, ,
.

,
.
.

95

%
10

0%

,
. LinkedIn
2002 . ,
, , , , -
. ,
, ,
.
, , ,
, .

43

26
%
55
%

, ?
, ?

10
%

42

1 2345

5.1.



.

,
,
.

15

15
37

(
),
.

,
,
, .
.

44

( ) ,
: ,
. , ,
.

5.3.

45

.
:
;
.
, ,
(, , ,
31 ).

,
.

5.2.

IV
,
.

,

.
-
.
,
.
:




( )

.
, .
, ,
, ,
( ).
.

, ..
.
. :
-
- ( )
, -:
- 12
- 12 36
- 36
,
, .. .
- . :
-
- , -
-

46

( )

, , :



, , :




, :

:



/

( )

47

( )

( )

,
. , () .
, ,
, .
, / ,
.
, :
(1 1 , 2 1
3 1 ).
, ,
. :

48

( )

5.4.
,
,

:
, 1 31
.
? ,

?
?

, ,
: .
: , .
, ,
,
( ).
.
- -
.
,
, R.O.I. EBIT
( ) - ,
. , , ,
.
, .
:
:

, .

, %

400

40%

600

60%

1 000

100,00%

( )

500

49

:
:

, .

, %

( )

2 000

100%

1 900

95%

100

5%

,
:
:

, .

, %

( )

2 000

100%

1 700

85%

(EBIT)

300

15%

40

2%

60

3%

+/=

200

10%

50%

100

5%

500

50%

100

5%

1 000

100,00%

,
, . :

50

51

:
:
+
-

( )

=
+/-

(EBIT)

, .
2 000
900

( )

2 000

100%

1 000

50%

1 000

50%

400

20%

300

15%

(EBIT)

300

15%

40

2%

60

3%

45%

800

40%

60

+
100%

55%

40

15%
2%
3%
+/-

200
100
100

, %

, %

1 100

300

, .

10%
=

200

10%

100

5%

100

5%

5%
5%

52

,
.

5.5.
,
,

, (
, ):
, (
31 ) .

, .

1 900

1 800

100

, %

, .

5.6.

15%

, %

+/-

250

250%

+/-

-50

-50%

+/-

-300

-300%

+/-

200

100%

100

100%

,
, .

100%

, , 4 ,
: :
:

: ? ?

, , .

: ,
, -
.

30%
50%

10%

40%

,
,
,
.
.

.


,
,

:

,


,
(EBIT)

53

54

. .
.
.
. .
. -

. .
-
.
, .

5.7.
(
)
.
,




.

. ,

/
, , ,
.

(),

.

55

1. ,
. :

, .

( )

900

700

400

2 000

500

200

200

900

400

500

200

1 100

800

(EBIT)

300

40

60

+/=

200

100

100

56

2. ,
.
:
:

, .

3. ,
,
( , , , .).
:

, .

( )

900

700

400

2 000

( )

900

700

400

2 000

500

200

200

900

500

200

200

900

()

400

500

200

1 100

()

400

500

200

1 100

300

200

100

600

300

200

100

600

100

300

100

500

100

300

100

500

200

200

(EBIT)

300

(EBIT)

300

40

40

60

+/-

60

+/=

200

200

100

100

100

100

57

58

59

5.8.

:
( ),
.
,
:
.
,
.
, ,

,
,
,
:

, /
,
.

,
, ,

( ).

( 0,5 3 )
.

, www.eban.org (EBAN, ). EBAN

, ,
, , ,
. :

, , /


,
( )
5 :

,
(benchmarking)
: 1999 . EBAN


, : EBAN

. 2011 . EBAN

60

.
(,
crowd), .
(
), ( ),
( ),
( )
.

6.

(crowdsourcing), -


.

.

, ,
/ ,
.
,
.
.

()
, , , , .
,
, , , ,
, .
,
. ,
.

(. 20%
Sandvik ).
(,
, , , ).
(Dolby Laboratories, W. L. Gore & Associates (Gore-Tex)).

(Linux (GPL):
).
:

61

62

Coca Cola: , ,
,
( : Coca Cola
20 , 27
).

OHIM ( ): https://oami.europa.eu/ohimportal/en/# (
).

- Kodak 550
Polaroid Polaroid.

: http://www1.bpo.bg/ ( ).

: .
190 .
. . , , 750
.
25% - ()
, .
!

6.1.

,
. :
TMview: https://www.tmdn.org/tmview/welcome# (
: 28 - , 2 , ,
, , , ).

WIPO (
( ).

):http://www.wipo.int/romarin

EKOBIKE 12 .
. 34 11 :
http://tmclass.tmdn.org/ec2/.
,
, ( ) ,
.
, , : EKOBIKE, EKO BIKE ( ), *EKO*
*BIKE* ( , EKO BIKE; TEKON BIKER), *EK*
*BIK*, *EK* *IKE*, *KO* *BIK*, *KO* *IKE*, *EKO*, *BIKE*, *ECO* *BIKE* ( ).
- TMview, (
) .

63

64

EKOBIKE (Trade mark

name) 12 (Nice class):

.
, ,
, .

, .

65

66

6.2.

- :
; ;
, (
).
Espacenet (http://worldwide.espacenet.com) ,
. , ,
.
, .
,
.

, /
.
,
,
(http://whois.domaintools.com/).
, ,
.

(IPC).
, .
(CPC) IPC
(EPO) (US Patent and Trademark Office).
, A-H Y, , ,
.
:
, ,
.
:
, : (Backpack), (Emergency), (Lamp), (Light), (Telescope), (Extensible),
(Tripod), (Hook)

67

68

(Advanced search) Espacenet,

, * * * (
, , )

, CPC IPC
:

, .

69

70

7.

71
, , , ,
, ,
.
- ,
, .

- , .
,
- ( ).
, ,
.
,
.

7.1. :

,
(mindmapping) ,
, -
.
,
.
, ,
( -),
,
,
.

, ,
( ) -
(), (
).
,
, . ,
, .
, ,
, ,
, . ,
, .
, ,
,
.

72

: ,
, ,
,
.
:

, . ,
, , .
,
: .
, ,
.
,
. , ,
.

:
,

, .
, .
:



( )
( )


,
,
:


(, ,
, .)
( )

73

74

7.2.

75
,

.

?
(

)

( )
.

,
.
,
. ,
, .
,

(
), , ,
, .
,
, .. ,
.
, ,
- .
, , - ,
.
, :
!

76

77

,


.

,

, - ,
- , -
.

,

2009. .
. -
, , :

.
.

78

79

,

,



?

, (www.motove.com ) Facebook
(www.facebook.com/motove).
Facebook.

,

, ,
-.
(www.accordance.bg)
; Google +, Facebook Twitter.

,

2014. 4 ,
, .
: www.arabis-bg.org / /,
: http://entranslation.arabis-bg.org/
3 Facebook, - : https://www.facebook.com/
pages/Arabis-%D0%90%D1%80%D0%B0%D0%B1%D0%B8%D1%81/105852656188083
Linked-in Twitter, ().

80

81

,

,
Playboy Forbes.

,

. ,

. , ,

.

,

2010.
( - )
. -
, .

- .

82

83

,
?

. ,
.

,

.
.
. ,
. ,
.

,

20 ,
. , ,
, ,
, - .
,
.

84

85

,

?

,
?
?

, .

, , ,
.
.

, .

, , . .

,

.

,

, 10 .
: ,
.
: , ,
, .

86

- , , ,
.
, , ,
. ,
. .
.

,

: , ,
, , ,
.
: ,
; , , .
,

,
, ..
. ,
.
,
, -
- .
.
,
, ,
, .
. ,
, , ,
. , ,
. , ,
, ,
(-) - .
,
, .

87

88

89
,

:
,
,
,

?

. , ,
, . , ,
, , , , ,
. ,
. ,
-.
. , ,
.
,


(, , ), ,
, . , ,
, .

,

, , . ,
,
, ,
,
.
,
. , , ,
, ..
,
.

90

91

,

. , ,
.

,

.
, .

5 ?

,

. -
, .

,

, ,
.

, . .
,
.

.
- 100%. .

92

93

,

, .

,

:
-
-
-
- ()
- ,
- , .. ,

,

!
,
.
50% (
- , , ,
).
!

94

95
,

. ,
. ,
-, .
, , ,
.
. ,
, , ,
, .
, , .
, ,
. , .
,
, .

,

, PESTEL ,
, Ansoff .

,

, , , , .

96

97

,

, . ,
-;
..
.
. , ,
.

,

, . .

,

, .

98

7.3.

8.

: ,
.
, , ,
.
(
Facebook); (
).
Facebook.
, (
).
, . ,

.
, , :
, ,
, , , .

99

Sofiaweb
,

(,
, )

,

100

1. ?
1.1.
: XY, YY XX. .

1.2. CV

1.3. ,
XY , YY , XX .
, ,
.
,
Startup Weekend . ,
YY , XX .
1.4.
: ,
. Appathon - ,
- ,
. Le Web - , .
YY XY PHP PHP, Ideato (www.ideato.it).
.

2.
2.1.
Sofiaweb , .
:
,



SEO (Search Engine Optimization - )
( PHP)

,
.

2.2.
, .
, ,
, .

2.3.
, ,
. , : ,
. ,
.
2.4.
.
, .
,
.
2.5.
Sofiaweb .
.
, ,
.
,
.
2.6.
, :
( ). , , ,
, . , ,
,
(coworking office). ,
( ,
..).
,
. (http://www.deskmag.com/en/coworking-spaces-in-sofia-bulgaria-896)
(http://www.betahaus.bg/en#.U3RhiPnVsz4). , ,
, 7,000.00
.

101

102

3.
3.1.
200 , (50 ).
. CMS (Content Management Systems - )
. ,
- .
, - ,
(nearshoring). (. SEO)
- . Inet Italia (http://www.inetitalia.com/) :
, , , ,
SEO .
.
: ,
, ,
.
, ,
, .
, Google, Wordpress
Joomla.
, ,
.
, ,
. , ,
.
: http://moz.com/industry-survey,
(content marketing).
, Francesco Fullone (http://it.linkedin.
com/in/fullo). : http://www.ontotext.com/. Ontotext
2000 . , IT
.

3.2.
. http://research.
seenews.com/wp-content/uploads/2012/06/IT-Market-in-Bulgaria.pdf, IT ( ). IT
. , , :
.
, IT
, .

. ,
, .
, -
: http://www.internetworldstats.com/eu/bg.htm

2000

430,000

7,932,984

5.4 %

ITU

2004

1,545,100

7,521,066

20.3 %

ITU

2006

2,200,000

7,673,215

28.7 %

ITU

2010

3,395,000

7,148,785

47.5 %

ITU

2012

3,589,347

7,087,935

51.0 %

ITU

: http://www.budde.com.au/
Research/Bulgaria-Mobile-Market-Insights-Overview-and-Statistics.html
, .
GSM WCDMA- .
.
, .
,
.

103

104

4.

, . -
, :

4.1.
:


- , , ,
SEO , ,
( 50 )
( 2000 )
-
-
-
-
-

IT , ( 20
)
IT , ( 10
)
4.2.
,
,
. : .

4.3.







(Servuction)

( )

, ,

Php

CMS

SEO

Joomla
Wordpress

Email-

(plugins)
Wordpress Joomla

Adwords
SEO

105

106

4.4.

:
( , , -
).
CMS ( Eventbrite )
.
, , , (
).
,
- .

.

,
: 30% ( ), 40%
30% 30 .
30% , 40% 30% 30 , ,
.
4.5.
( ), XY
( ,
), 10% .
4.6.
Sofiaweb
.
, -Sofiaweb.
(//)
(Sofiaweb) Sofiaweb,
. , ,
. Sofiaweb
. .

-



.
,
.


MailChimp,

- ( , - ,
)

Startup Weekend, . ,
,
, .
(BTL )
. .

.
, .

.
.
( ) Adwords.
Linkedin,
Facebook Google+
( ).
CMS .

107

108

5.

6.
2015

2016

2017

50 000,00

95 000,00

150 000,00

33 850,00

52 850,00

64 350,00

(servuction) .
.
. , :
, e
.
.
,
, .

Dropbox
- ( Skype
GoToMeeting Webex, )

3 000,00

3 500,00

3 000,00

10 000,00

12 000,00

17 000,00

15 000,00

20 000,00

2 500,00

2 500,00

2 500,00

500,00

500,00

500,00

350,00

350,00

350,00

2 500,00

3 000,00

2 500,00

3 000,00

3 000,00

3 500,00

7 000,00

8 000,00

10 000,00

7.2.
Toodledo ,
CRM (Podio - Citrix).

3 500,00

3 500,00

3 500,00

1 500,00

1 500,00

1 500,00

7.3.
Basecamp
.

16 150,00

42 150,00

85 650,00

7.
, .
. XY , YY
, XX .
.
7.1.
, ,
. 80% .

109

110

111

8.

8.1. : IT , 2013
(http://www.zdnet.com/it-nearshoring-to-pick-up-in-2013-7000010672/)

8.2. Linkedin
IT (2,514)

9.

112

113

Linkedin

Global Entrepreneurship Monitor, 2005. Report on Minniti, M., Allen I.E.,

Women and Entrepreneurship
Langowitz, N.

2006

Babson College
and London
Business School,
Longmeadow
Press

Guida sulle migliori prassi relative alla creazione

dimpresa al femminile

Bonucchi, R.

2006

Centro Produttivit
Veneto

Allindietro e sui tacchi a spillo? Il contesto

operativo dellimprenditoria femminile in Come
valorizzare e potenziare il contributo femminile
allo sviluppo e al benessere

Bonucchi, R.

2003

Assoservizi

Come valorizzare il contributo femminile allo

sviluppo e al benessere

Bonucchi, R.

2003

Assoservizi

Donne che creano impresa

Formaper

2003

Editore Sperling &

Kupfer

The Definitive Business Plan

Stutely, R.

1999

Financial Times
Prentice Hall

How to write a business plan

Mckeever, M.

1994

Nolo Press SelfHelp Law

The woman entrepreneur

Pinson, L., Jinnet, J.

1992

Upstart Publishing
Company

Anatomy of a business plan. Out of your mind and

Pinson, L., Jinnett, J.
into the marketplace

1989

Business Plans that win $$$

Rich, S. R., Gumpert,

D. E.

1985

Harper & Row

Publishers

How to write a winning business plan

Mancuso, J. R.

1985

Prentice Hall
Englewood Cliffs

The present Booklet was prepared in the framework

of
project
Entrepreneurship
Knowledge,
implemented by the Bulgaria Economic Forum in
partnership with the Fondazione Centro Produttivit
Veneto (Italy).
The project is implemented with the financial support
of operational programme Human resources
development, co-financed by the European Union
through the European Social Fund (ESF).

General project objective:

To create conditions for the partners, the target
group under the project and the stakeholders to
take advantage of the EQUAL experience, as well
as to exchange ideas and plans for the best use of
the financial assistance under ESF in the fields of
employment, training and lifelong learning as well as
good project management.

Target group:
Future entrepreneurs, employed persons at the
moment of involvement in the project activities, which
intend to start their own business in Bulgaria
Newly started entrepreneurs, which have started
their business not earlier that 3 years prior to their
involvement in the project activities

Specific project objectives:

The Booklet has been prepared by
Fondazione Centro Produttivit Veneto
Editor:
Bulgaria Economic Forum
Graphic design:
Todor Manolov
TM Design Ltd

To encourage the start of their own business in

Bulgaria through improvement of the access to
information and knowledge on entrepreneurship
To take advantage of the Italian experience in
trainings on entrepreneurship for the preparation of
future and newly started entrepreneurs in Bulgaria
To create an interactive information web-based
platform for entrepreneurs managed by mentorship
from the Italian partner

Investing in your future!

" "
Via Eugenio Montale, 27 - 36100 ,

Bulgaria Economic Forum

Fondazione
Centro Produttivit Veneto