Post on 18-Aug-2020
transcript
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Startup Camp Video 6:
Go To Market Strategy
Copyright © 2012, Oregon Technology Business Center
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Go to Market Strategy
How will you:
• Market: create awareness & leads• Sell: convert leads to orders• Support: help customers succeed
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Go to Market Strategy• To start:•Understand customers•Understand the competition•Understand potential partners/channels• Develop marketing/sales/support plan• Choose metrics and a CRM
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Understand Customers
• What is the pain? (Value)• How do they describe? (Messaging)• How do they find? (Awareness)• How/where do they buy? (Sales process)• Who has what role in buying?• What post-sales help do they need?
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Understand Competition
• Strengths; Weaknesses• Positioning• Sales channel; Partners• Pricing
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Understand Potential Partners
• Who provides complementary solutions?• Who might help you market?• Who might help you sell?
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Understand Available Sales Channels
• Web• Direct• Distributor• OEM• Retail• Value Added Reseller• TeleSales
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Go to Market Strategy• To start:•Understand customers•Understand the competition•Understand potential partners/channels
• Develop marketing/sales/support plan• Choose metrics and a CRM
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Marketing Plan• Launch plan• Trade shows• Conferences• Articles• Email newsletters• Press releases• Social media
• Testimonials• Advertising• Search Optimization• White papers• Referrals• Blogs• Associations
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Choosing a Sales Channel
• Cost• Reach• Difficulty of sale • Amount of training• Channel conflict• Fit now versus later
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Support StrategyPersonal assistance
Dedicated Personal Assistance
Self-Service
Automated Services
Communities
Co-creation
Metrics: Sales Funnel
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PR, Ads, Web,Trade shows,Email marketing,Newsletter
Suspects Prospects Qualified Quoted Purchase
Create Awareness
CustomerRelationshipManagement
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Metrics: Web Example
Acquisition: users come to site
Activation: users enjoy 1st visit
Retention: users come back
Referral: users refer others
Revenue: users spend $Dave McClure Startup Metrics for Pirates
Metrics: Sales Funnel
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Activation Retention Referral RevenueAcquisition
PR, Ads, Web,Trade shows,Email marketing,Newsletter
Suspects Prospects Qualified Quoted
Create Awareness
Purchase
CustomerRelationshipManagement
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More Metrics
Cost of customer acquisition
Length of sales cycle
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Go to Market Strategy• To start:•Understand customers•Understand the competition•Understand potential partners/channels
• Develop marketing/sales/support plan• Choose metrics and a CRM
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Develop Customers from the Beginning
Early on: focus on learning/validating
Later: optimize cost-per-order
To start: the CEO is the lead sales person
Don’t hire a sales professional too early...
Understand the sales process first
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The First Year: How will you Start?
Be concrete!
Initial Market Segment?
Initial Geography?
Initial Sales/Marketing Channels?
Who are your first 10 customers?
Month-to-month: what will you do?
Get Help
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Your Go-to-Market Mission:Get a sales/marketing advisor
Understand Customers, Competition,Partners
Decide on Marketing & Sales tactics
Define the sales process & metrics & CRM
Prepare your Go to Market Slide
List your first 10 accounts
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Resources: OnlineStartupCamp.com
Discussion forum “Go to Market” topicDownload slidesDownload OTBC investor pitch deck
otbc.org/tag_cloud:marketing, sales, metrics, customer_development
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Meetup: Thursday, July 26
Topic: Go to Market
3pm - 5pm (+ networking) at OTBC
Food + beverages
Share what you learned
Get/give feedback
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Startup Camp Video 6:
Go To Market Strategy
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