The “Accelerated Commercialisation
Framework” (ACF)
by Ceyda Technologies
Author: David Sinclair
Ceyda Technologies
19th September 2008
© Ceyda Technologies 2008

Agenda
[Introduction]
[The “Accelerated Commercialisation Framework” (ACF)]
[Pre-Commericalisation]
[Product / Services Strategy]
[Strategic Marketing]
[Marketing Strategy & Execution]
[Marketing Planning]
[Sales Strategy & Execution]
[Opportunity Management]
[How we deliver]
Engagement Process
Summary of Framework
Benefits of Working with Us
Contact
© Ceyda Technologies 2008

Introduction
Most technology business lack
Key Commercialisation & Sales & Marketing skills
“Build it and they will come” is NOT a viable strategy
Access to a key consistent framework is difficult
Access to skills is problematic
Technology Myopia is predominant
The Company Lifecycle (incomplete)
Start up => Integrated Corporation
© Ceyda Technologies 2008

“ACF” Snap Shot
Start-up The Company Lifecycle Integrated Corporation
PRE SALES &
PRODUCT STRATEGIC MARKETING
COMMERCIALISATION MARKETING
STRATEGY MARKETING PLANNING
STRATEGY
[Provides for process and outcome management]
SALES OPPORTUNITY
EXECUTION MANAGEMENT
[Accessible in Adhoc or Programmatical manner]
© Ceyda Technologies 2008

Pre-Commercialisation Process
A CAPABILITY
PRE
COMMERCIALISATION
B FACILITATION
A A B A
input PRODUCT
PROTECTION VIABILITY ATTRIBUTES DEFINITION STRATEGY
TANGIBLE OR PRODUCT OFFER
1 IP ASSESSMENT 2 3 OR SERVICE 4
INTANGIBLE DESCRIPTION
PRODUCT
DEFINITION
© Ceyda Technologies 2008

Best Practice & Key Metrics
[Pre-Commercialisation]
[Intellectual Property Assessment]
[Asset or Liability.]
[Commercial Viability]
[Investment, Scope, Size and Access to Market.]
[Attributes]
[Form and Function.]
[Define Offering]
[Offering = Market Attractiveness.]
© Ceyda Technologies 2008

Product Development Strategy
A CAPABILITY
PRODUCT
STRATEGY
B FACILITATION
B B B A
DEFINITION DEVELOPMENT VALIDATE RELEASE MARKET READY
SCOPE OF TECHNOLOGY TECHNICAL COMMERCIAL
1 OFFERING 2 FRAMEWORK 3 CONTENT 4 READINESS
METHODOLOGY APPLICATION
STRATEGIC
MARKETING
© Ceyda Technologies 2008

Best Practice & Key Metrics
[Product Development]
[Definition]
[Clearly defined scope.]
[Development]
[Consistent approach across methodologies & technologies]
[Validation]
[Scope, viability and market relevance.]
[Commercial Release]
[Packaging, content & preliminary commercials.]
© Ceyda Technologies 2008

Strategic Marketing Process
A CAPABILITY
STRATEGIC
MARKETING
B FACILITATION
A A A A
MARKET input
MARKET MARKET TARGET REVENUE
DEFINITION SIZE SEGMENT MARKET POTENTIAL
MARKET TOTAL INDUSTRY CUSTOMER
1 IDENTIFICATION 2 ADDRESSABLE 3 GEOGRAPHY 4 DEFINITION &
& ANALYSIS MARKET OR SOLUTION ATTRIBUTES
SALES &
MARKETING
STRATEGY
© Ceyda Technologies 2008

Best Practice & Key Metrics
[Strategic Marketing]
[Market Definition]
[Snap shot Analysis and Assessment.]
[Market Sizing]
[Consolidated Assessment.]
[Market Segmentation]
[Presumption of need - geographic, industry or solution.]
[Target Market]
[Validation for need and selection.]
© Ceyda Technologies 2008

Marketing Strategy & Process
A CAPABILITY
MARKETING
STRATEGY
B FACILITATION
A A A A
MARKET input
MARKET STRATEGY MESSAGE STRATEGY
MESSAGING POSITIONING DEVELOPMENT TESTING EFFECTIVENES
CORE VALUE STRATEGY AWARENESS
1 MESSAGING
2 PROPOSITION
3 GENERATION
4 DEVELOPMENT
MARKET
PLANNING
© Ceyda Technologies 2008

Best Practice & Key Metrics
[Marketing Strategy]
[Messaging]
[Core message & association of offering.]
[Positioning]
[Clear proposition of value.]
[Strategy Development]
[Define objective and approach.]
[Message Testing]
[Initial value response and awareness ]
© Ceyda Technologies 2008

Marketing Planning & Process
A CAPABILITY
MARKETING
PLANNING
B FACILITATION
A A A A
MESSAGING input
MESSAGE MESSAGE MESSAGING BRAND
STRATEGY MEDIUM DEVELOPMENT EFFECTIVENESS ASSESSMENT
FREQUENCY MEDIA & CONTENT RESPONSE
1 & REACH
2 METHOD
3 GENERATION
4 RATES
MARKET
AWARENESS
© Ceyda Technologies 2008

Best Practice & Key Metrics
[Marketing Planning]
[Messaging]
[Who and how many times?]
[Medium]
[Type, access and value.]
[Content]
[Structure, form and quality.]
[Effectiveness]
[Return on medium and message.]
© Ceyda Technologies 2008

Sales Strategy & Process
A CAPABILITY
SALES STRATEGY
& EXECUTION
B FACILITATION
A A A
SALES BUSINESS
input INITIAL DEMAND
MODEL DEVELOPMENT BUSINESS GENERATION
PROCESS DEVELOPMENT
DIRECT OR PROCESS & DEMAND
1 INDIRECT
2 OPERATIONS
3 TESTING
OPPORTUNITY
MANAGEMENT
© Ceyda Technologies 2008

Best Practice & Key Metrics
[Sales Strategy]
[Model]
[Direct or indirect (Channel development).]
[Sales & Business Develop Operations]
[Process & Management models.]
[Early Stage Business Development]
[Initial Demand Test ]
© Ceyda Technologies 2008

Opportunity Creation & Management
A CAPABILITY
OPPORTUNITY
MANAGEMENT
B FACILITATION
A A A A
BUSINESS REVENUE
DEVELOPMENT
input
PIPELINE RELATIONSHIP CONTRACT
DEVELOPMENT DEVELOPMENT EXECUTION GENERATION
PROCESS
METHODOLOGY QUALIFY & BUILDING CLOSING
1 ADOPTION
2 FORECAST
3 RAPPORT
4 DEALS
CUSTOMER
ACQUISITION
© Ceyda Technologies 2008

Best Practice & Key Metrics
[Opportunity Management]
[Business Development Process]
[Methodology Adoption.]
[Pipeline Development]
[Qualify & Forecasting = Growth.]
[Relationship Development]
[Building client confidence.]
[Contract]
[Negotiation and Close.]
© Ceyda Technologies 2008

How we deliver
[Packaged or Adhoc service delivery]
[ACF components modular or complete]
[Vertical & Horizontal integration available.]
[Provides process and outcome management]
[Available in Adhoc or programmatical manner]
© Ceyda Technologies 2008

Engagement Process
Meeting & Discovery & Process & Scope
Assessment Integration Outcome Completion
Management
Proposal Proposal Opportunity Review &
Generation Acceptance Gap Assessment
Proposal
Recruiter Team)
© Ceyda Technologies 2008

Engagement Process
ACF Delivery Options
*Option 1- Core2Content Package
Ceyda Technologies
• Minimum fee - $30,000 + GST
Provided by
• Covers x-section of ACF process
• Package Business Plan & Strategy
*Option 2 - Context2Content Package
• Minimum fee - $7,500 + GST
• Any single module of ACF
*Note: Excludes Sales Execution & Opportunity Management
Recruiter Team)
© Ceyda Technologies 2008

Engagement Process
ACF Delivery Options cont..
Option 3 – Content2Customer
Technologies2Market.com
• Initial Business Development
• Minimum 3 month contract
Provided by
• P.O.A.
Option 4 - Context2Customer
• Sale Execution / Opportunity Management
• Minimum 12 month contract
• P.O.A.
© Ceyda Technologies 2008

Summary of Accelerated
Commercialisation Framework
TM
1 2 1 2 1
PRE SALES &
PRODUCT STRATEGIC MARKETING
COMMERCIALISATION MARKETING
STRATEGY MARKETING PLANNING
STRATEGY
3 3
1 PROCESS & OUTCOME 1 1
Our SALES OPPORTUNITY
2 FACILITATION & DEVELOPMENT EXECUTION MANAGEMENT
Capabilities
3 3
3 KNOWLEDGE & LEARNING
© Ceyda Technologies 2008

Who is Ceyda Technologies?
[Niche Consulting Company]
[Founded September 2006]
[Specialists in IT & T Industry]
[Over 50 years of commercial & management experience]
Market & Business Development
Sales & Marketing Training
Business Advisory & Consulting
Commercialisation
[Clients:]
Global & Local Technology Vendors
Academic Institutions
Start Ups & Venture Companies
© Ceyda Technologies 2008

Benefits of working with us?
Consistent Approach
Specialised Framework and Methodologies
[Access to high value skills and expertise]
Project or opportunity based
[Tactical or Strategic Engagements]
Flexible delivery model
[Limited additional overheads]
Contract for outcomes
[Low risk engagement models]
Accelerate returns for initiatives
© Ceyda Technologies 2008

Contact information
David Sinclair
Founder & Director
david@ceyda.com.au
+61 412 227 895
http://www.ceyda.com.au
THANK YOU
© Ceyda Technologies 2008