1. Marketing & Sales Strategy
Workshop
HAPPY FARM NOVEMBER 2012
MARVIN LIAO

2. Congratulations: You’re An Entrepreneur

3. Key Barriers for Your Startup
 Momentum Barrier
 Tech Implementation Barrier
 Ecosystem Barrier
Source: Clayton Christensen,
HBS Article on Disruption, Nov 2012

4. Critical Factors for Adoption of New Products
 Relative Advantage
 Simplicity
 Trialability
 Observability
 Compatibility
Source: Everitt Rogers, “Diffusion of Innovation”

5. First Quote & Assumption
“No One Likes to be Sold, but Everyone
Likes to Buy”
• Sales & Marketing are Different Sides of Same Coin
• Marketing Sows, Sales Reaps
• One Cannot Exist Without the Other

6. Why Marketing
To Tell The World About your Product/Service:
Whats your Story?

7. What’s Marketings Role?
 Positioning
 Defining Target Customer
 Representing Customer Voice in Product Roadmap
 Developing the Company Brand
 Acquiring Customers
 Keeping Customers Happy (Retention)
Source: Christine Tsai, 500 Startups. http://christinetsai.tumblr.com/

8. What’s the Problem You Are Solving

9. Who is User/Customer
 B2B
 B2C
 Head (Fortune 500)
 Tail (SME)
 Local Market
 Global Market

10. What Channels?
 Where are your Prospective Customers
 What is your Budget?
 Whats Most Cost Effective Way to Reach them?

11. Think Verticals

12. What is Your Point of Differentiation

13. Let’s Not Forget PR (Public Relations)

14. Different Phases
 Phase 1: Trying to Get Product/Market Fit
Goal: Trial, Feedback, Validation & Reference
Partner/Clients
 Phase 2: Scaling & Expanding the Business
Goal: Expand the business, Customer Acquisition

15. Final Quote
 “The aim of marketing is to know and understand
the customer so well that the product or service fits
him or her and sells itself.” – Peter Drucker

16. Questions?