Geoffrey Moore

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Investor and author Geoffrey Moore ("Crossing the Chasm") presented this slide deck at Demo, September 14, 2011, in Santa Clara. It summarizes the ideas in his new book, "Escape Velocity."

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Geoffrey Moore

  1. 1. Escape Velocity<br />Free Your Company’s Future from the Pull of the Past<br /><Event Name><br /><Event Date><br />
  2. 2. 2<br />1990<br />2001<br />1995<br />2006<br />HarperCollins<br />Paper & eBook format<br />Release Date: Sept 6, 2011<br />
  3. 3. The Hierarchy of Powers<br />Category Power<br />Company Power<br />Market Power<br />Offer Power<br />Execution Power<br />Growth rates of your major categories<br />Status relative to your reference competitors<br />Market share in strategic target segments<br />Net differentiation of your flagship offers<br />Ability to drive changes to tipping points<br />3<br />Align to achieve escape velocity<br />
  4. 4. The Hierarchy of PowersHow Much Power Do You Have Today?<br />Category Power<br />Company Power<br />Market Power<br />Offer Power<br />Execution Power<br />Are we in hot high-growth categories, or do we have category envy?<br />Do customers and competitors see us as the team to beat, or is that someone else?<br />Are we winning the key “primaries,” and are we winning them fast enough?<br />Do our core offers set the bar, or are we playing a lot of catch-up? <br />Can we make stuff happen and make it stick, or are we continually pushing the reset button?<br />4<br />Where do we have anchor strengths?<br />Where do we have to do better?<br />
  5. 5. Case Example: The Power of Apple<br />Music, mobility, & media: All hyper-growth<br />The team to beat in all three<br />No current need to target market segments<br />iPod, iPhone, iPad + iTunes, AppStore<br />All of the above in less than one decade<br />5<br />Category Power<br />Company Power<br />Market Power<br />Offer Power<br />Execution Power<br />And that is why Apple is currently <br />the most highly valued company in high tech<br />
  6. 6. Spinning Up a MarketOngoing Experiments in Search of Tipping Points<br />6<br />MONETIZATION<br />ACQUISITION<br />Tornado<br />Time!!!<br />Starter<br />Motor<br />ENGAGEMENT<br />VIRALITY<br />
  7. 7. Scaling the Volume Operations ModelMetrics that Matter<br />Acquisition<br />Rate of gaining new users<br />Engagement<br />Average length, depth, and frequency of user engagement<br />Virality<br />New customers coming from existing customers over time<br />Monetization<br />Percentage of total users that participate in business model<br />Churn<br />Losing existing users<br />Lifetime Customer Value<br />Projected monetization returns by class of customer<br />Program Productivity<br />Yield on promotional activities, both paid and viral<br />7<br />
  8. 8. gmoore@geoffreyamoore.com<br />8<br />

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