Más contenido relacionado La actualidad más candente (20) Similar a Business development for startups 2013 (20) Más de Matteo Fabiano (7) Business development for startups 20131. Biz
Dev
for
Startups
An
exercise
in
partnership
model
definiFon,
planning
and
execuFon
©
Copyright
2012
-‐
FireMa4er
LLC
2. What
to
expect
•
•
•
•
Prep
work
assignment
(done,
hopefully)
Part
1:
Defining
the
Biz
Dev
model
-‐
30’
Part
2:
InteracFve
session
-‐
n*20’
Part
3:
Planning
for
Biz
Dev
-‐
45’
©
Copyright
2012
-‐
FireMa4er
LLC
4. Biz
Plan
≠
Biz
Model
• Business
plan
is
a
story
•
How
the
business
will
evolve
in
the
future
i.e.
science
ficFon
• Business
model
is
a
snapshot
•
A
diagram
of
the
business
engine
i.e.
inputs,
outputs
and
components
•
It
is
not
just
“how
you
make
money”...
©
Copyright
2012
-‐
FireMa4er
LLC
5. Viable
model...
• Is
repeatable
• Shows
HOW
business
results
are
achieved
• Shows
WHY
company
needs
money
• Shows
WHERE
to
put
it
to
work
• Shows
WHO
to
partner
with...
©
Copyright
2012
-‐
FireMa4er
LLC
6. Biz
Model
Biz
Dev
Partners
Ac7vi7es
Resources
Cost
Structure
Value
Proposi7on
Customer
Rela7ons
Customer
Segments
Channels
Revenue
Streams
Adapted
from
the
Business
Model
Canvas
by
Alex
Osterwalder
et
al.,
2010
©
Copyright
2013
-‐
FireMa4er
LLC
7. Example:
Small
Inc.
• Developed
a
very
advanced
web
recommendaFons
sobware
• Built
to
integrate
with
eCommerce
sites
• Sells
sobware
licenses,
SaaS
subscripFons
to
large
eCommerce
sites
• Has
8
customers,
sales
of
550k/year
• Has
two
sales
people
©
Copyright
2012
-‐
FireMa4er
LLC
8. Example:
Small
Inc.
Partners
-‐
eCommerce
plajorm
vendors
Ac7vi7es
-‐
R&D
-‐
Product
Development
-‐
Sales
Resources
-‐
Intellectual
Property
-‐
Dev
Team
Cost
Structure
-‐
Customer
AcquisiFon
-‐
Sales
Team
-‐
ConsulFng
and
Customer
Support
Value
Proposi7on
-‐
Customers:
Increase
sales
through
recommendaFons
-‐
Users:
Easier
to
find
what
you
want
-‐
Partners:
Add
valuable
feature
to
your
offering
overnight
!
Customer
Rela7ons
-‐
Prof
services
-‐
Maintenance
-‐
Training
Channels
Customer
Segments
-‐
Medium
Online
Retailers
-‐
App
Stores/
Digital
Media
-‐
Large
MulFchannel
retailers
-‐
Direct
sales
-‐
SaaS
-‐
Channel
sales
-‐
OEM
Revenue
Streams
-‐
Licenses
+
Maintenance
-‐
SaaS
subscripFons
-‐
Services
Adapted
from
the
Business
Model
Canvas
by
Alex
Osterwalder
et
al.,
2010
©
Copyright
2013
-‐
FireMa4er
LLC
9. Example:
Small
Inc.
• Partner
model
impacts
enFre
model
• Small
Inc.
and
Big
Inc.
must
have
“mirror”
models
• Different
partnership
model
=
different
tradeoffs
©
Copyright
2012
-‐
FireMa4er
LLC
11. What
is
your
model?
Partners
Activities
Resources
Cost Structure
Value
Proposition
Customer
Relations
Customer
Segments
Channels
Revenue Streams
Adapted from the Business Model Canvas by Alex Osterwalder et al., 2010
©
Copyright
2013
-‐
FireMa4er
LLC
12. Housekeeping
• 10
minutes
presentaFon
• 10
minutes
Q&A
• Focus
on
one
partner
type/model
• Focus
on
(partner)
value
proposiFon
• Discuss
among
peers
(It
is
not
a
pitch!)
©
Copyright
2012
-‐
FireMa4er
LLC
14. ExecuFon
Steps
1. Clarify
partner
value
prop
2. Select
target
partners
3. Execute
on
the
deal
pipeline
©
Copyright
2012
-‐
FireMa4er
LLC
15. 1.
Which
value
prop?
Partners
Activities
Resources
Cost Structure
Value
Proposition
Customer
Relations
Customer
Segments
Channels
Revenue Streams
Adapted from the Business Model Canvas by Alex Osterwalder et al., 2010
©
Copyright
2013
-‐
FireMa4er
LLC
16. Tools
• Value
Chain
analysis
•
•
•
Where
are
you
capturing/creaFng
value?
How
much
value?
Which
porFon
of
the
value
can
be
shared
with
partners?
©
Copyright
2012
-‐
FireMa4er
LLC
18. Tools
• Customer
AcquisiFon
Cost
analysis
•
•
•
•
How
much
does
it
cost
to
acquire
a
customer?
Does
the
partnership
increase
or
decrease
it?
What
is
the
most
effecFve
channel?
What
volume
so
that
it
makes
sense?
©
Copyright
2012
-‐
FireMa4er
LLC
19. Tools
• Customer
LifeFme
Value
analysis
•
•
•
•
How
much
is
each
customer
worth?
What
are
the
most
a4racFve
segments
Does
the
partnership
increase
CLTV?
Does
the
partnership
“lock”
customers
in?
©
Copyright
2012
-‐
FireMa4er
LLC
22. Models
Partners
• Marketplace
(commission)
Merchants
• AdverFsing
(rev
share)
Publishers
• Infomediary
(subscripFon)
Data
Vendors
• Franchising
(fixed
costs)
Manufacturers
• Manufacturing
(sales)
Distributors
©
Copyright
2012
-‐
FireMa4er
LLC
23. Models
Partners
• Affiliate
(commission)
Merchants
• Licensor
(royalFes)
Manufacturers
• SubscripFon
(fees)
Content
creators
• UFlity
(metering)
Integrators
• Community
(donaFons)
Contributors
©
Copyright
2012
-‐
FireMa4er
LLC
24. Be
deliberate
&
focus
• List
of
top
25
target
partners
(as
per
model)
• Score
them
by
criteria
(1
to
5)
1. $
value
of
deal
to
them!
(weight:
50%)
2. $
value
of
deal
to
you
(30%)
3. Speed/ease
to
close
(10%)
4. M&A
opFon
value
(10%)
• Degree-‐of-‐separaFon
is
not
a
good
criteria
©
Copyright
2012
-‐
FireMa4er
LLC
25. Do’s
and
Don’t’s
• Do
•
•
•
Enroll
your
board
for
intros
to
your
list
•
•
Chase
brands
for
brands’
sake
Go
for
#1
in
your
list
first
Find
a
champion
in
the
organizaFon
• Don’t
Work
only
with
large
companies
©
Copyright
2012
-‐
FireMa4er
LLC
26. 3.
How
to
execute
Adapted from Real Pro Systems, 2010
©
Copyright
2013
-‐
FireMa4er
LLC
27. The
“Standard
Deal”
• Simple
to
design,
understand
and
deploy
•
One-‐page
term
sheet,
simple
excel
sheet
•
Do
you
need
to
finance
your
partners?
•
•
Have
you
thought
about
product
features?
• Working
capital
posiFve
or
neutral
• ~0
custom
development
(90%
built-‐in)
What
about
support?
©
Copyright
2012
-‐
FireMa4er
LLC
28. The
“Standard
Deal”
• Everybody
understands...
•
•
•
•
•
•
Licensing
agreement
Reselling
agreement
Revenue
Share
agreement
White
label
agreement
DistribuFon
agreement
...
©
Copyright
2012
-‐
FireMa4er
LLC
29. Partner
MarkeFng
• Developing
markeFng
content
for
biz
dev
•
•
•
•
Biz
dev
presentaFon
(≠
investor
presentaFon)
Partner
case
study
Partner
financial
model
Technical
training
material
• Speaking/a4ending
industry
events
• Engaging
industry
analysts
©
Copyright
2012
-‐
FireMa4er
LLC
30. Build
a
pipeline
• Create
a
lead
generaFon
program
•
•
•
•
Partner-‐focused
content
>
web
leads
Events
>
live
leads
Analysts
>
referral
leads
Put
a
$
value
on
each
opportunity
• Treat
partner
prospects
as
sales
prospects
• Convert
&
nurture
opportuniFes
©
Copyright
2012
-‐
FireMa4er
LLC
31. At
the
table...
• Ask
5
quesFons
for
every
answer
you
give
• Both
sides
are
buying
and
selling
• Focus
on
the
partner
pain
points
and
value
• Write
down
next
steps
and
be
Fmely
• Leave
lawyers
and
NDAs
for
last
©
Copyright
2012
-‐
FireMa4er
LLC
32. Do
we
have
a
deal?
Partners
Activities
Value
Proposition
Customer
Relations
Customer
Segments
$$$
Resources
Cost Structure
Channels
Revenue Streams
Adapted from the Business Model Canvas by Alex Osterwalder et al., 2010
©
Copyright
2013
-‐
FireMa4er
LLC
35. 1. Having
an
unclear
partnership
model
2. Having
an
unclear
partner
value
prop
3. Spray
and
Pray
i.e.
not
being
focused
4. Partner
with
other
startups
i.e.
risk^2
5. Not
having
a
formal
“pipeline”
process
©
Copyright
2012
-‐
FireMa4er
LLC
36. 6. Thinking
biz
dev
is
a
part-‐Fme
job
7. OveresFmate
your
board
“contacts”
8. Ignoring
working
capital
i.e.
cash
9. Not
being
operaFonally
deal-‐ready
10.
...Not
following
up!
©
Copyright
2012
-‐
FireMa4er
LLC