Go To Market Strategy for Startups
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Presentation made to Startup Leadership Program February 9th 2017
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Go To Market Strategy for Startups
- 1. Go To Market Strategy For Startups Richard Treadway February 9th, 2017
- 3. Designing The Sales Strategy • Importance of business development • Identifying and creating the right partnerships • Make the product easy to buy What segments are accessible ? What selling competencies does my sales team have ? What is the ideal go to market channel ? How does the target customer buy ?
- 4. Go To Market Methods MarketingComplexity High Low Low High Internet Resellers VARs Direct Sales Systems Integrators Solution Complexity
- 5. Crossing the Chasm 9 Point Go To Market Plan 1 Target customer: 2 Compelling reason to buy 3 Whole product: 4 Partners and allies: 5 Sales strategy 6 Pricing 7 Competition: 8 Positioning/mes saging: 9 Next target:
- 6. What Is Marketing? Marketing is how you tell your story to attract customers, partners, investors, employees and anyone else your company interacts with. It’s the script that helps users decide if they’ll welcome you into their lives as a staple, nice-to-have or necessary annoyance. It’s the way that everyone interacts with your brand. It’s impression, first, last and everything in between. Jeff Cutler – Executive Vice President and General Manager, Vitals.com WERE TO GO WHAT TO SAY TO WIN
- 7. In the Breach Product Development Sales Marketing
- 8. Marketing – Know Why & For What The Basics • Positioning • Messaging • Brand - Look & Feel • 50, 100 & 200 word statements • Presentation & Brochure • Social Media Presence • Website The Outcomes • Revenue • Visibility • Leads And Then When and how to scale
- 9. How Much To Invest In Marketing?
- 10. Major Marketing Elements and Channels ELEMENTS • Positioning and Messaging • Pricing and sales Strategy • Brand • Demand gen - Buyers Journey • Asset creation -Success Stories • Public relations • Analyst relations • Competitive analysis • Market research • Events CHANNELS • Earned media • Payed media • Social media • TV, Radio, Internet • Events • Web • Communities • Associations
- 11. The Buyers Journey Identify needs Assist in research Prioritize criteria Nurture Leads • Content should be focused on your buyer’s pain points — not your product or brand • Build trust as a source of information Compare Justify • Focus on the big picture (think “increase revenue” and “return on investment” • Provide pricing, ROI Select Purchase Evangelize • Deployment, implementation guides • Customer success stories • Advanced features for more value • Brand evangelists – Word of mouth marketing Reference: http://www.pardot.com/buyer-journey/ 70% of the buyer’s journey is complete before a buyer even reaches out to sales
- 12. Feel Good vs. Effective
- 14. Invest in Your Customers Success
- 15. Being One Thing in the Buyer’s Mind
- 16. The Importance of Point of View
- 17. Social Media Marketing – Viral Effects • Brand awareness • Better customer relationship • Your passion and stories make great content • On-line reviews matter • Word spreads fast • Increase sales • Ignoring it may hurt
- 19. The Importance of Acting Immediately
- 20. Trust EARNED AND OWNED MEDIA REMAIN THE MOST TRUSTED AD FORMATS
- 21. The Long Tail
- 22. Unique Selling Proposition • Not a vertical segment but REFERENCABLE • Align customer pain with decision maker and money • Size matters and bigger isn’t always better • Create VIRAL effects What is the essence of why your customers bought ? When & where does the product deliver high value ? Who has that problem ? How can you reach them ?
- 23. Product Positioning For { target customers } Who are dissatisfied with { Current market alternative } Our product is a { new product category } That provides { key problem solved } Unlike { the product alternatives } We have assembled { key whole product features for your specific problem } Value positioning statement
- 24. SCO For the Director of in store processing of large distributed franchises Who are dissatisfied with the high cost of managing distributed IT infrastructure Our product is an INTEL based in store processor That provides a robust, flexible, easy to administer platform to automate in store processes Unlike the RISC UNIX alternative that is price prohibitive or the Microsoft INTEL alternative that is unreliable We have assembled in store solutions that substantially reduce the cost of your distributed IT infrastructure SCO Unix is reliable, cost effect in store solution
- 25. AvantGo For highly mobile Pharmaceutical Salesmen Who are dissatisfied with the availability of their CRM software in the field Our product is a handheld, always on interface to the CRM system That provides instant access to customer, product and market data and supports immediate CRM data capture Unlike the current CRM system that is hard to use and unavailable Our system is optimized specifically for highly mobile salesman AvantGo Mobile Pharma makes your CRM useful
- 26. Messaging Tag Line Positioning value statement Attribute / Claim Attribute / Claim Attribute / Claim • Proof point • Proof point • Proof point • Proof point • Proof point • Proof point • Proof point • Proof point • Proof point
- 28. OnCommand
- 29. Big Data ABCs
- 30. • Performance (Volume and Speed) • Data, logic and transaction state in memory • Performance optimized programming model • Business Flexibility • Standard based (BPEL, UDDI, XML) • Comprehensive set of integration points • Model driven • Lower Cost • Standard commodity hardware • Open systems lower development costs with High Availability
- 31. Industry Positioning • Position you in the Industry landscape • Basis for analyst engagement • Validate product strategy • Competitive positioning
- 32. Gartner Magic Quadrant Rapid consolidation • IBM – SoftLayer • Century Link - Savvis – Tier 3 Cloud IaaS - 2013
- 33. Gartner Magic Quadrant Cloud IaaS - 2014
- 35. EXERCISES
- 36. Product Positioning For { target customers } Who are dissatisfied with { Current market alternative } Our product is a { new product category } That provides { key problem solved } Unlike { the product alternatives } We have assembled { key whole product features for your specific problem } Value positioning statement
- 37. Messaging Tag Line Positioning value statement Attribute / Claim Attribute / Claim Attribute / Claim Proof points Proof points Proof points
- 38. Richard Treadway Richard.treadway@gmail.com 408 892-0498 Twitter: @richardtreadway Blog: http://richard-treadway.blogspot.com/