Seth Lieberman - Customer Development: Targeting the right vertical

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Seth Lieberman - Customer Development: Targeting the right vertical

  1. 1. #RamenCamp<br />know your market | know yourself<br />Seth Lieberman E:slieberman@pangeamedia.com<br />W: 617-923-0000 x111<br />C: 617-504-9006<br />T: @sethwlieberman<br />
  2. 2.
  3. 3. Move Up the Food Chain<br />Steak Camp<br />Ramen Camp<br />Fresh Veggies Camp<br />
  4. 4. Don’t Re-Invent The Wheel<br /><ul><li>The messaging is easier
  5. 5. The sale is easier
  6. 6. Capital is easier
  7. 7. Avoid experimental marketing budgets</li></li></ul><li>Rule #1 Go Where the Money Is<br /><ul><li>Defined markets
  8. 8. Growth markets
  9. 9. Markets where you can be disruptive
  10. 10. Markets where you can solve real pain/problems
  11. 11. Markets you think you can win
  12. 12. Big Markets</li></li></ul><li>Rule #2: Do Not Force It<br />
  13. 13. Rule #3 Picking Your Market & Focus<br />
  14. 14. Avoid False Positives / Negatives<br />
  15. 15. Rule #4 Customer Interviews<br />Why<br />What problem where you looking to solve <br />How did our solution help you solve it<br />What does our product do that you can’t live without<br />What<br />What is the customer buying/paying for<br />What are their stated goals for their use of the product<br />Are they meeting these goals- why or why not<br />How are their results- are they happy with what they are getting<br />How/Where<br />How did you find us<br />What other services did you evaluate<br />What were the key differentiators that made you pick us<br />Open Feedback<br />
  16. 16. Tools for Success<br />Salesforce.com (Organizational)<br />Jigsaw (Informational)<br />Rapportive (Informational)<br />LinkedIn (Informational / Social)<br />Twitter (Social)<br />Referrals (Social)<br />Phone (Communication)<br />Car/Plane/Train (Communication)<br />Glenngary Glenn Ross (Motivational)<br />
  17. 17. Land of Chocolate<br />Team<br />Market Selection (Hypothesis)<br />Product<br />Tools<br />Measurement<br />
  18. 18. App.SnapApp.com/ramen<br />Seth Lieberman E:slieberman@pangeamedia.com<br />W: 617-923-0000 x111<br />C: 617-504-9006<br />T: @sethwlieberman<br />

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