Ralph Turfus introduces the Market Validation Program to a group of CEOs

1. ACETECH Growth Strategy Program
Market Validation Module Presentation
. Narrated by Ralph Turfus

2. Principles & Structure of the Growth Strategy Program
Our Mutual Goal is YOU ACQUIRING CUSTOMERS!!
• Good News! There is a Framework that can substantially improve the likelihood of
success for your opportunity!
• Within the Framework,1st determine the Few Things (80/20 rule) that need to be
done well to Commercialize your opportunity.
• Then, for each of the Few Things needed to Commercialize, identify and deliver
the Best Practices models and tools.
• Then, Mentor so that the Best Practices are “live” and become part of the culture,
rhythm and discipline of your business.
It then comes down to YOU – LEARNING AND DOING!

3. Market Validation Program
“Any road will get you there if you don’t know where you are going!”
“Alice in Wonderland”
Step 1 – Create Hypotheses for your Go to Market Strategy and key Sales Tactics
Positioning Statement Value Propositions Market Segmentation
Step 2 – Do research to reduce Risk and convert your Hypotheses to Facts
• Talk to potential customers and revise your Hypotheses until you have good confidence
• Do market research – size; growth rates; sweet spots; key influencers; demographics
• Identify Early Adopter Customers
Step 3 – Build your Minimum Viable Product (MVP)
• Build your MVP with the few features needed initially – learned from your interviews
• Create a Product Roadmap
Step 4 – Your Action Plan to Acquire Early Adopter Customers
• This confirms your Hypotheses are now Facts – customers paying to use your product!

4. Growth Strategy Program Culture
Confidentiality is the #1 priority - what goes on in the room stays in the room
Attendance is the #2 priority - attend all 3 meetings; no make up sessions
Go LIVE with the Best Practices - stay with the content of the program; doing homework
and using the Best Practices is mandatory in order to receive mentoring
Participation
– A balance of listen and talk
– Park your ego at the door - we all are in learning mode
– Very candid conversation but supportive – no “shoulds”
– Disengage from your office - cell phones off, check email during the breaks
– Punctuality - start of day, returning from breaks
Accountability – do what you say you are going to do; stay with the pace of the program;
mentor to “hold your feet to the fire”
Other
– Meeting Materials/Handouts in hard copy only
– Food and beverages provided

5. Comfort Zone & Additions to your Thinking
FROM TO
Selling Success
Product & Feature Customer & Value
Internal focus External focus
Strategy Success
Lots of Features Differentiator / Sweet Spot
Reactive; R&D Proactive; Organization
Company Success
Unpredictable results Reliable; Sustainable
Cash In from Investors Cash In from Customers

6. Summary
Expected Outcomes from the Market Validation Program are:
 Customer Acquisition is the Success Measure
 There is a Framework that can help guide you to become a Successful
Startup! Words of Advice:
 Learn the Best Practices and get them „Live‟ fast
 Leverage your Mentor(s) – get every bit of wisdom you can; listen well
 A startup is built on Hypotheses – your Goal is to Reduce Risk by
establishing Facts ASAP which only occurs through CUSTOMER USE!
 Speak Customer Value - not Features