Tel Aviv University – Seminar on Cultural Issues & Strategy and Marketing

This seminar was hosted by Ms. Ayla Matalon, Executive Director, MIT Enterprise Forum Israel. The first topic of the seminar was “The Mini-Multinational Paradox: How Israeli comapnies can reach foreign markets”. The speaker for this topic was Dr. Ed Mlavsky, Founder and Chairman Emeritus, Gemini Israel Funds. Dr. Mlavsky spoke about the ways in which Israelis could set up operations in US, choose a CEO, find the right business model and acknowledge and bridge the culture gap.

The second topic of the seminar was ” Strategy & marketing a Startup Company” and topic was delivered by Prof. Bruce Bachenheimer, Clinical Professor of Management, Pace University. Prof. Bachenheimer spoke about the basic strategies of organization including growth and sustainable strategy. Growth is often assumed as the only aim of a company but in fact growth is a strategy in itself.



The final presentation was given by Mr. Amir Milio, CEO of Equivio. Equivio’s motto is “less is more”. Equivio develops Text Analysis software for e-discovery. The software analyzes and organizes documents and emails based on several factors like content, subject, etc.

Mr. Milio emphasized on the strategy adopted by Equivio:

  1. Bootstrap approach for financing
  2. Quick to market
  3. Build a going concern emphasis on profits vs revenues

He also discussed about the difference in the short term and long term approach:

Short Term       <->    Long Term

Penetration         <->  Committment

Fixed Price          <-> Usage based

Price Validation   <-> Value Validation

Freebees             <-> Brand Value


The next company Mr. Noam Band talked about was Timest where he is currently CEO. Timest is Enterprise software which is used in the software development cycle in the time of roll out. The product aims to ensure productivity and best practices. The product fills the need of companies using enterprise applications. Major changes in Enterprise applications may cause several delays including human factors due to lack of training with the new software. Timest does a automated testing before roll out of these products in order to ensure there are no problems after deployment and the application is ready to use.

Carmel Ventures – Dotomi

Carmel Ventures hosted presentation by three company executives. First presenter was Mr. Noam Band who currently the CEO of Timest. Noam spoke about his previous company “DOTOMI” which created personalized banners with cookies. These banners were directed to the consumer based on the cookie stored on the consumer’s computer.

Mr. Noam Band answered several questions about the topic and prominent among the questions was how do entrepreneurs get a deal with big companies? Mr. Band believes that networking is first most important thing and second is not to feel shy to talk to people you don’t know. These two things may help in getting a deal with big companies.

MIT Enterprise Forum, Israel at Tel Aviv University

Ms. Ayla Matalon the Executive Director of MIT Enterprise Forum, Israel along with Dr. Ed Mlavsky, President Emeritus, Founding Partner, Gemini Israel Funds & Chairman of the MIT Enterprise Forum of Israel welcomed the audience for the seminar on “What they don’t teach you in Business School”.

The first topic of the seminar was “The Role of Luck in Business”. Mr. Zvi Yemini, ZAG, Hydro, Polymer Logistics, Member of the MIT Enterprise Board spoke on the topic. The second topic “Why Entrepreneurs Don’t Go to Business Schools” and it was addressed by Ofer Shoshan, Co-Founder & CEO , One-Hour Translation, Member of the MIT Enterprise Board. The final and main topic of the seminar was “What they Don’t teach you in Business School”. Prof. Bruce Bachenheimer, Clinical Professor of Management, Pace University who was also leading this trip on Technology Innovation and Entrepreneurship in Israel spoke on this topic.

The seminar provided great insights into Entrepreneurship and the relative importance or relevance of management education through a business school for an entrepreneur.


Gilad Bet-Halevi & Igal Zeitun Vice President, Product Marketing gave us a presentation on Objet. He defined Objet’s as a leading provider of 3D printing solutions for rapid prototyping. The company has 110 patents and patents pending inventions.

Applications of Objet 3D printers:

  1. Conceptual Modeling
  2. Design Verification
  3. Functional Testing

History of Objet:

1998 – Founded

2001 – Europe Office Opened, First system

2003 – US distributing agreement with Startasys

2005 – China Office

2006 – US Office Opened

2007 – Japan & Mexico Office Opened

2008 – Entry into desktop market

2009 – Relocation of Material Plant

2011 – Objet 260 Connex – first office compatible multi-material 3D printer.


Mr. Lucien Bronicki founded Ormat about 47 years ago in 1965. Ormat develops sustainable energy solutions primarily Geo-thermal energy solutions. Mr. Lucien Bronicki who spoke with us regarding Ormat believes that there are two types of companies. One type of company does one thing and one thing only, that company puts all eggs in one basket. Other type of company is one which does many things and none of them well. According to him, Ormat takes a middle approach, the company focusses on two things at the same time and if one fails then it goes with the second option. When asked about the future of Geo-thermal eneregy in the energy industry, Mr. Bronicki suggested that the Geo-thermal energy had a niche market because the limited heat lines across the globe.