資訊工程博士黃聖方：借LEAP之力，為自創產品找到品牌定位
創業，不能只看單一區域市場的需求，必須面向國際、鏈結全世界。資訊工程博士黃聖方，遭遇創業的不順遂後，藉著「博士創新之星LEAP計畫」，學到用錢也買不到的創業祕訣。

曾任大學教授的資訊工程博士黃聖方，辭職創業成立「漫話科技」，利用自己資訊技術、軟體開發的專長，推出用漫畫講故事、表達想法的App軟體。

然而創業從來不是一條平順的路，黃聖方在創業的路上，面對募資與行銷，也遭遇了挫折，受了些傷，「那時我存著一個『美麗的誤會』，想到美國市場去找到我的伯樂，銷售軟體產品；也是想看看美國市場的新創公司，如何在艱困環境中經營。」

於是黃聖方取得科技部「博士創新之星LEAP計畫」的資助，前往美國取經，開啟他經營企業、規劃產品的開闊視野。

「LEAP計畫提供給我的，除了是一個可以磨練創業技能的舞台，同時也給了我接觸美國投資人、面對國際市場的機會。」黃聖方當時進入新創公司InnovArt Design，與公司夥伴一起為提供車主直覺溝通的車聯網產品，完成募資、推入市場。

在InnovArt Design研習的一年裡，黃聖方負責與自己過去專長完全不一樣的工作，「我在那裡做行銷、客服、公關工作，過去在台灣創業，我最缺乏的經驗就是行銷。他們（InnovArt Design）有人待過中國的阿里巴巴、今日頭條，我從他們身上學到如何從網路行銷策略，去建構品牌精神、企業核心文化、產品理念等內容，受益很多！」

從美國新創公司的視角與觀點，看待美國市場，讓黃聖方學到了創業的一課。他說，研發產品的考量不能單單瞄準台灣市場，也必須針對大部分全球民眾的需求，納入全球市場。因此，在計劃之後，他返台調整自己的創業方向，轉型做教育科技，借鏡過去在美國的經驗，成功為產品找到品牌定位，而且也很順利持續拓展業務與市場。

Huang Shengfang, Ph.D. in Information Engineering: Leverage the power of LEAP Program to find brand positioning for his products

 

Huang Shengfang, a Ph.D. in information engineering who used to be a university professor, resigned from the job and set up "MangaX Technology." Using his expertise in information technology and software development, he launched an App software that uses comics to tell stories and express ideas.

 

However, starting one’s own business has never been a smooth road. Huang Shengfang also encountered come setbacks and suffered defeats in the aspect of fundraising and marketing. "At that time, I had a ‘beautiful misunderstanding,’ dreaming to be spotted by a talent scout in the American market so that I can sell my software products to; I also wanted to see how startups in the US market operate in difficult circumstances. "

 

So, Huang Shengfang applied for the LEAP Program, received funding from the Ministry of Science and Technology, and went to the United States. The experience broadened his horizon and gave him insights into businesses running and product design.

 

"The LEAP program not only provided me a stage where I could hone my entrepreneurial skills but also allowed me to get in touch with American investors and the international market." Through the LEAP Program, Huang Shengfang got into InnovArt Design, where he completed the car networking product that allows car owners to communicate intuitively, raised funds, and successfully launched it into the market with his colleagues.

 

During the one-year training in InnovArt Design, Huang Shengfang was in charge of work completely different from his past expertise. "I worked there on marketing, customer service, and public relations. In the past, when I started a business in Taiwan, the experience I lacked most was marketing. In InnovArt Design, some colleagues have worked in Alibaba and Toutiao Today in China. I learned from them how to use Internet marketing strategies to build brand spirit, corporate core culture, product concepts, etc., and benefited a lot! "

 

Looking at the US market from the perspective of American startups, Huang Shengfang learned a lesson in entrepreneurship. He said that researching and developing products cannot solely aim at the Taiwan market alone. It must also integrate the trend of the global market by taking the needs of the global population into account. Therefore, returning to Taiwan after the program, he adjusted his entrepreneurial direction, transforming to develop education technology. Borrowing his experience in the United States, he successfully finds brand positioning for his product and continues to expand his business into various markets.