Zero to 100 - Part 1: Intro + First Section

Your Hosts
DAVID SKOK
Author of ForEntrepreneurs.com
5 times entrepreneur
turned VC,
GP at Matrix Partners
STEPHANIE FRIEDMAN
More than 15 years of sales,
marketing and business development
experience, 3 successful startups
SVP of Sales & Customer Success
at Xamarin (acquired by Microsoft)

More About David …
Loves photography
and videography…

More About Stephanie …
1 Horse
15 months of travel
150 sharks
Travelblog: www.shetravels.org

Family Dog
Rescue
• Fast forward
– Hire ahead of time
– Overinvest in infrastructure
• Right hand or second brain
• Data, data, data
• Understand your growth
• Reporting: Data, Analytics, Insights
• Create operational playbook

Conventional Wisdom
Search for Product
/ Market Fit
Scaling the Business
Works for B2C

BUT B2B FOUNDERS
USUALLY DISCOVER…
Turn up the spend on sales & marketing,
but no consistent results, and a lot of
cash burn

There’s an important missing
step that’s essential for B2B

The Missing Step
Search for Product
/ Market Fit
Scaling the
Business
Search for Repeatable, Scalable
& Profitable Growth Model

Other Startup Education focuses here:
Search for Product
/ Market Fit
Scaling the
Business
Search for Repeatable & Scalable

ZERO TO 100 FOCUSES ON
Predictable, Repeatable, Scalable, Profitable Growth
Search for Product
/ Market Fit
Scaling the
Business
Search for Repeatable, Scalable

Today’s founders
Mostly first time founders
Frequently from tech
or product backgrounds
Little/no experience
in go-to-market

WHAT MAKES THIS HARDER…
The process is broken down into sub-phases
Search for Repeatable, Scalable, Profitable Growth Model
Find repeatable Sales motion
Prove non-founders can sell
Make it Scalable
Ensure Customer Success
Make it Profitable

Advice that is right for one stage…
is totally wrong for another stage

“You have to Work on Optimizing your Pricing”
APPROPRIATE HERE
COUNTER-PRODUCTIVE
AT THESE STAGES
Search for Product
/ Market Fit
Make it Scalable
Make it Profitable

Start to finish curriculum
Major focus is on Building a Repeatable,
Scalable, and Profitable Growth machine
Highly stage specific
Key lessons on how to take a B2B startup from 0 to $100m

With a strong emphasis on…
BUYER-CENTRIC
FUNNEL DESIGN

The Most
Important
Startup
Questions
When will
we run out
of cash?
Are we on track to
reach the milestones
needed for a
successful fundraise?

The Cash Out Graph
2017
Oct Nov Dec
2018
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
($2m)
$0
$8m
$6m
$4m
$2m
3 MONTHS
Start Fundraising

STARTUPS ARE A
RACE AGAINST TIME
The way to win is extreme focus and
total alignment across all departments

Since
CASH IS CRUCIAL
TO SURVIVAL…

Let’s look at how to
SUCCESSFULLY CLOSE
YOUR NEXT ROUND

Startup Valuations
TIME
VALUATION

Startup Valuations – The Reality
MILESTONES
TIME
VALUATION

Startup Value Creation Happens
as Key Elements are De-risked
“Do we know
what problem
we are solving?”
“Will many
people pay?”
TIME
VALUATION
“Does it
actually
work?”
“Will
someone
pay?”
Credit Pete Kazanjy

Key Startup Inflection Points
TIME
VALUATION
Can we scale
profitably?
Does our growth
process scale?
Can we scale without
excessive churn?
Can non-founders
sell this?
Will many
people pay?
Does it actually work?
Will someone pay?
Do we know
what problem
we are solving?

Not Only is Risk Reduced…
but Focus and Business Motion also Change
TIME
VALUATION
Inflection Points
Credit Pete Kazanjy

The Sub-Phases
Test hypothesis
“What are we solving? How?”
Prove the Value
“Does it actually work?”
Prove it can be sold
“Will someone pay”
Search for Product
/ Market Fit

The Sub-Phases
“Will many people pay?”
“Can non-founders sell this?”
Make it Scalable
“Does this scale?”
“Can we scale without churn?”
Make it Profitable
“Can we scale profitably?”

Scaling the
Business
The Sub-Phases
Hit the Gas & Scale
“Does this keep scaling when we hit the gas?”
Scale the organization & it’s processes
Expand internationally
Add additional Product lines

THE SCALING PHASE:
Startup Value Increases Rapidly
Can we scale
profitably?
Does our growth
process scale?
Can we scale without
excessive churn?
Will many people pay?
Does it actually work?
Will someone pay?
Do we know
what problem
we are solving?
CAN WE KEEP
SCALING WHEN
WE REALLY
HIT THE GAS?
TIME
VALUATION
Can non-
founders sell this?

PROFITABLESCALABLEREPEATABLE
THREE CAREFULLY CHOSEN WORDS
Easy to say, but hard to achieve

Implies a
CASH
GENERATING
MACHINE

…which GROWTH STAGE
INVESTORS LOVE

Drives Performance of SaaS Stocks
650%
600%
550%
450%
400%
350%
300%
250%
200%
150%
100%
50%
0%
500%
BVP Cloud Index
NASDAQ Index
S&P Index
Dow Jones Index
Public SaaS
companies
Jan 2011
Aug 2018

Trying to force progress by jumping ahead
before completing the current phase
#1 mistake

Common Variations
• Building product before meeting enough buyers
to validate the hypothesis
• Hiring salespeople before founders have proven
they can sell the product
• Scaling sales before growth process is repeatable
• Scaling sales before solving churn problem

BURN CASH
& shorten the runway

What We’ve Learned
NOT PREDICTABLE HOW
LONG THIS WILL TAKE
Search for Product
/ Market Fit
Scaling the
Business

Conserve Cash until the Scaling Phase
Search for Product
/ Market Fit
Scaling the
Business
CASH BURN

A Common Mistake…
Search for Product
/ Market Fit
Scaling the
Business
Founders
remain in
burn avoidance
mode
Fail to invest for
fast growth

Recognize Where You Are In The Lifecycle
Search for
Product/Market Fit
Test
Hypothesis
Prove the
Value
Prove it can
be sold
Find
Repeatable
Sales Motion
Prove non-
Founders
can sell
Make it
Scalable
Ensure
Customer
Success
Make it
Profitable
Hit the Gas
and Scale
Scale the
org & its
processes
Etc.
1 2 3 4 5 6 7 8 9 10 11
Scaling the
Business

Avoid jumping ahead
Search for
Product/Market Fit
Test
Hypothesis
Prove the
Value
Prove it can
be sold
Find
Repeatable
Sales Motion
Prove non-
Founders
can sell
Make it
Scalable
Ensure
Customer
Success
Make it
Profitable
Hit the Gas
and Scale
Scale the
org & its
processes
Etc.
1 2 3 4 5 6 7 8 9 10 11
Scaling the
Business

START END SPEAKERS
Lunch 12:00 PM 1:00 PM
Introduction to Zero to 100 1:00 PM 1:15 PM
David +
Stephanie
Founder Led Selling 1:15 PM 1:45 PM Pete Kazanjy
Building a Repeatable Scalable Growth Process 1:45 PM 2:05 PM David Skok
Q&A 2:05 PM 2:20 PM
Break – 15 minutes 2:20 PM 2:35 PM

START END SPEAKERS
Funnel Design:
Get inside your buyers head and drive higher
conversions
The Product is your Salesperson – Time to Wow!
2:35 PM 3:05 PM David Skok
Building a Sales Organization 3:05 PM 3:20 PM Stephanie
Forecasting and Pipeline Management 3:20 PM 3:35 PM Stephanie
Sales Operations 3:35 PM 3:50 PM Stephanie
Motivation and Sales Team Culture 3:50 PM 4:10 PM Stephanie
Q&A 4:10 PM 4:20 PM
Break – 15 minutes 4:20 PM 4:35 PM

START END SPEAKERS
The SaaS Business Model and Metrics 4:35 PM 5:05 PM David Skok
Experiences Turning Theory into Practice 5:20 PM 5:45 PM Mark Gally
What is the Role of the CEO? 5:05 PM 5:20 PM David Skok
Q&A 5:45 PM 6:00 PM
Cocktails and Snacks

Questions
Slido System:
Go to Sli.do
Enter code: G560

Zero to 100 - Part 1: Intro + First Section

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Zero to 100 - Part 1: Intro + First Section