BCS/BEN Tech Startup School - Sales & Marketing - 4th October 2010

1. BEN start-up slides Huw Davies Vertice Marketing Confidential 1

2. Going to market My thoughts..... Confidential 2

3. Go to market strategy Confidential 3 Company Evolves Iterate

4. Understand your ecosystem...example Confidential 4 MY CO + PARTNERS (h/w or s/w other) operator BANDWIDTH Build partnerships to leverage position Watch for inflexion points to exploit manufacturer consumer COST QoS

5. How are you going to sell Identify lead customers Tactical? Strategic? Rabbits? Elephants? “Less is more” – careful, don’t block your hopper Create sales channel Direct via sales team? Distribution? Representative network? Surrogate sales services? Define metrics for success Will differ as company evolves Confidential 5

6. Final thought Don’t be afraid to refine your go-to-market milestones & goals...... "When the facts change, I change my mind. What do you do, sir?” - Churchill Confidential 6