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Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
Go-To-Market for Geeks
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Go-To-Market for Geeks

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Chris Yeh covers the basics of creating a go-to-market strategy for startups, with a special focus on demystifying sales and marketing for technical founders. …

Chris Yeh covers the basics of creating a go-to-market strategy for startups, with a special focus on demystifying sales and marketing for technical founders.

These slides were used at Orrick's Total Access event for startups, October 16, 2009.

Published in: Business, Technology
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Transcript

  • 1. Go-To-Market for Geeks How to fake it ‘til you make it October 16, 2009
  • 2. What is Go-To-Market?
    • The B-School Answer:
  • 3. The Problem for Startups
    • You may not have the right Product
    • You have no idea how to Price it
    • You don’t know where to Place it
    • You have no money to Promote it
  • 4. Fight One Battle At A Time
  • 5. Product: Ship Early, Ship Often
    • Get your product in front of people as quickly and as often as possible
      • Friends & Family
      • Early adopters
    • If you’re charging money, start right away
      • eBay
      • Craigslist
  • 6. For More Detail: Eric Ries
    • “ The minimum viable product is that version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort.”
      • http://www.startuplessonslearned.com/
  • 7. Price: Necessary, Not Sufficient
    • Pricing can hurt the business, but rarely helps (at least for startups)
      • Price based on value, not cost
      • Price based on how the market likes to buy
        • Purchase vs. License vs. Subscription
        • Unit pricing vs. Flat rate
      • It’s always easier to reduce prices
      • For self-service products, always test
        • eBay, Craigslist, AdWords
  • 8. Place: Don’t Be Afraid To Sell
  • 9. You Can’t Avoid Sales
    • Distribution Catch-22
      • The channel only sells what’s already selling
    • The Underpants Gnomes Principle
      • Salesmen can’t tell you what to sell
        • (and they can’t sell what they can’t understand)
    • Talking To Customers Is A Good Thing
      • Sale/No Sale doesn’t provide enough info
      • Customer contact is too valuable to abdicate
  • 10. Founders Must Learn To Sell
    • Talk to real potential customers
    • Understand their need *before* you try to solve it
      • “ What problem are you trying to solve?”
      • “ What are you doing about it right now?”
      • “ What would you like to happen?”
    • Demonstrate the product and listen to their feedback (instead of arguing)
    • Ask for the order!
  • 11. The Three Types of Sales
    • Field Sales (“The Bag Man”)
      • 6-figure deals, 6-month sales cycles
      • In-person wining & dining
      • On-site pilots & sales engineers
    • Telesales (“The Boiler Room”)
      • 4- or 5-figure deals, 0-3 month sales cycles
      • WebEx demos & time-based trials
    • Direct Marketing
  • 12. Promotion: TechCrunch is Not a Strategy
  • 13. Money Is Not The Answer
    • If you tell a VC, “We need the money for marketing,” you won’t get the money.
      • Exception: 1999
    • You have to prove the model before you ask for money
      • Exception: Mark Andreesen
  • 14. Promotion On A Budget
    • The old way:
      • $15K/month for a PR firm
      • Brief analysts, brief press, wire release
      • It’s all about relationships & unwritten rules
    • The new way:
      • Do your own PR
      • Friend/Retweet prominent bloggers, speak at conferences
      • It’s all about relationships & unwritten rules
  • 15. Turn Weakness Into Strength
    • You’re unknown
      • Give folks the chance to “discover” you and take credit
    • You’re playing David & Goliath
      • Use “retail politics” to reinforce the friendly, accessible nature of your company
        • Blogs, Twitter, Facebook are your friends
    • You don’t know what you’re doing
      • Ask for advice and get people to buy in
  • 16. Last Thoughts
    • Don’t strategize, iterate!
    • There is no magic formula and every business is different.
    • Product alone isn’t enough
    • You can more of this than you think…
    • … But don’t get too cocky—the market is smarter than all of us.
  • 17. How To Reach Chris
    • Chris Yeh
      • [email_address]
      • http://chrisyeh.blogspot.com
      • http://www.asktheharvardmba.com
      • http://twitter.com/chrisyeh

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