Martin coulthard intro - sales chasm

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Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

Presentation at BEN event - Sales Chasm at Science Learning Centre - 10th June 2010

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  • 1. The Sales Chasm growing sales of technology products Science Learning Centre, AtBristol 6-9pm, 10 June 2010
  • 2. This evening’s programme 6:45-8:15 Speakers Introduction Martin Coulthard BEN Nigel Hopkins WinZone Consulting David Gilroy Conscious Solutions David Sykes Downham Hill Associates 8:15-8:30 Q&A 8:30-9:00 More networking
  • 3. Development of market for a new technology or product – especially if it is innovative, discontinuous, disruptive What’s the problem? Why?!
  • 4.
    • first published 1991
    • analysed the success – and failures – of tech businesses in the USA
    • gave insights into the causes of the dip in sales growth and labelled it the ‘ sales chasm ’
    • proposed strategies for overcoming this challenge: ‘ crossing the chasm ’
    • became a highly respected ‘bible’ for hi-tech companies and investors
    Crossing the Chasm, by Geoffrey Moore
  • 5.
    • customers can be considered in 5 groups that exhibit similar behaviour
    • there are gaps/discontinuites between each group
    • one is so wide it can be called a chasm, and special strategies are required to cross it
    The Technology Adoption Life Cycle
  • 6.
    • both had discontinuous products – and we ‘experienced the sales chasm’
    • Surface Inspection – automatic tile inspection
    • took several years to get across – redesign product, building the organisation, subsidiaries in key markets to sell and support
    • Stonecube – realistic moving 3D visualisation of print and packaging
    • we never crossed! – exited to trade buyer with complementary products and a global sales and support network
    How did my companies cross the chasm?
  • 7. Reminder of upcoming BEN events book now at
    • 15/6/10 workshop: User Centred Design 3:30-6pm Bristol, led by Robert Fraquelli
    • 22/6/10 workshop: What Entrepreneurs Want 4-7pm Zerodegrees Microbrewery, Bristol tech entrepreneurs only
    • September onwards Tech Startup School – series of 11 connected events also some ‘normal’ BEN networking events
  • 8. provisional programme – subject to change