Georgia Tech Business Plan Competition Marketing

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Presentation given to participants in 2010 Georgia Tech College of Management Business Plan Competition. Focus of presentation was writing the marketing portion of the plan, a good number of the …

Presentation given to participants in 2010 Georgia Tech College of Management Business Plan Competition. Focus of presentation was writing the marketing portion of the plan, a good number of the slides are spent on customer development.

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  • Always great presentations. Particularly love the 'my life in logos'. Don't hate me if I steal that for a future presentation :)
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Transcript

  • 1. Developing
the
Marke1ng
Plan
 for
a
New
Venture
 Lance
Weatherby
 January
20,
2010

  • 2. My
life
in
logos

  • 3. Enough
about
me

  • 4. Let’s
talk
about
you

  • 5. But
it’s
not
about
you,
your
 idea,
or
your
technology



  • 6. It’s
about
the
customer

  • 7. So
understand
&
develop
 customers


  • 8. Product
Development
 Concept/
 Product
 Alpha/Beta
 Launch/1st
 Bus.
Plan
 Dev.
 Test
 Ship
 Customer
Development
 Customer Customer Customer Company Discovery Validation Creation Building Source:

hFp://www.slideshare.net/sblank/customer‐development‐at‐startup2startup

  • 9. Discover
your
customers
big
 problems
and
if
your
 concept
solves
them

  • 10. Which
means
you
have
to
 spend
Lme
talking
with
 potenLal
customers

  • 11. Talking
with
potenLal
 customers
not
to
sell

  • 12. Talking
with
customers
to
 understand
their
unmet
 needs

  • 13. Customer Customer Customer Company Discovery Validation Creation Building The
goal
is
to
develop
a
repeatable
and
scalable
sales
 process
with
a
complete
understanding
of
the
sales
 cycle
 Source:

hFp://www.slideshare.net/sblank/customer‐development‐at‐startup2startup

  • 14. But
you
have
to
have
a
 business
plan
for
this
 compeLLon

  • 15. And
that
business
plan
 needs
market
and
 markeLng
stuff

  • 16. Size
does
not
maFer

  • 17. Market
size
is
intuiLve

  • 18. Top
Down

  • 19. BoFom
up

  • 20. Proper
segmentaLon

  • 21. MarkeLng
strategy
is
 thoughts
and
words

  • 22. A
markeLng
plan
is
raLonal
 numbers

  • 23. It’s
basically
the
top
line
 details
of
a
financial
plan

  • 24. Nobody
is
going
to
believe
 your
numbers

  • 25. But
numbers
like
these
pass
the
 sniff
test
 350k
 
 

1.5 
 


4.5

 

15
 


30
 

  • 26. MarkeLng
is
two
things

  • 27. Building
awareness

  • 28. GeXng
customers

  • 29. All
you
have
is
viral
and
 word
of
mouth

  • 30. Tell
me
what
do
in
four
 words

  • 31. Density
maFers

  • 32. Unless
you
have
a
really
 good
reason
not
to,
price
at
 market

  • 33. Your
distribuLon
strategy
is
 you

  • 34. Channel
won’t
support
a
 product
without
demand

  • 35. So

  • 36. Get
out
of
the
classroom
 and
go
find
some
potenLal
 customers

  • 37. Lance
Weatherby
 lance@weatherby.net blog.weatherby.net @lance