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Monday, 14 February 2011
Expand Marketing Limited                           A consultancy that has over 20 years of experience and know how.    Exp...
Business Focus ....            There are gaps all the way through The Technology Adoption Cycle. As your technology       ...
MKT SHARE       MKT SHARE            GAP                  MKT SHARE               MKT SHARE                MKT SHARE      ...
Business Lifecycle (7 Stages)                         SEED            START - UP          GROWTH           ESTABLISHED    ...
The Adoption Gap       The ‘no mans land’ between your technologies early success and the mainstream acceptance it seeks. ...
The Challenge               Taking a ‘Disruptive Technology’ to market is the most frustrating & rewarding business       ...
The Triple Bottom Line                    It is no longer enough to just focus on the Financial bottom line...            ...
A New Kind Of Technology Marketing Is Required:                           AUDIENCES              MESSAGES             COMP...
Beware of ‘Parapet Risks’                                Protect Your Business, Brand and People from:                    ...
Claims - Meaningful & Dramatic                                Give your audiences the stories they need:                  ...
It’s A Balancing Act                             Big Claims v Credible Support                                   Vision v ...
Don’t Go It Alone                           Find a partner who has been there before...Monday, 14 February 2011
Expand Marketing have ...          Put theory into practice and have real know-how, real scars and invaluable experience, ...
How do we work ?         We recognise that all situations are different and offer three broad ways of working with our cli...
Development Services                                   Sales & marketing Interim management                               ...
Advisory Services             If you are investing in or launching a new technology / product, Expand Marketing           ...
Marketing & Creative Services                                Direct & Digital Marketing Communications                    ...
Primary Contact:                              Nicolas Holmes M IDM:                            nic@expandmarketing.co.uk  ...
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Expand Marketing

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Transcript of "Expand Marketing"

  1. 1. Monday, 14 February 2011
  2. 2. Expand Marketing Limited A consultancy that has over 20 years of experience and know how. Experience of working with international, blue chip and SME organisations including Powergen, TetraPak, ICI and Scottish Water as well as founding and developing water filtration and fuel cell technologies. Expand Marketing helps companies, and their executive teams to successfully move into new and adjacent markets, build market leading positions and advise on the strategic timing to optimise the raising of finance, product development and ultimately sell or licence technology.Monday, 14 February 2011
  3. 3. Business Focus .... There are gaps all the way through The Technology Adoption Cycle. As your technology bounces from one type of adopter to the next (it’s rarely a smooth transition) there are many requirements to match. However, the most significant gap is the one between the Early Adopters (Early Market Place) and the Early Majority (Mainstream Market Place). The next slide shows the complete cycle - from your initial idea, to mainstream markets and eventual exit; it is within this framework that Expand Marketing excels.Monday, 14 February 2011
  4. 4. MKT SHARE MKT SHARE GAP MKT SHARE MKT SHARE MKT SHARE 0 1 2 3 4 5 6 7 8 9 2.5% 13.5% 34% 34% 16% RISK & EVOLUTION ORGANISATIONAL CHANGE: CAN LOSE PEOPLE, CREDIBILITY & CUSTOMERS. AN IDEAL POINT A GRADUAL AND, FOR EARLY PLANNED INVESTORS TO EXIT CHANGE OF STRUCTURE FINAL TEST AND DEMONSTRATION TECHNOLOGY DEMONSTRATION TECHNOLOGY DEMONSTRATION EARLY TECHNOLOGY DEVELOPMENT TECHNOLOGY DEVELOPMENT TEST LAUNCH & OPERATIONS FIND SALES AND X LAUNCH & OPERATIONS FEASIBILITY RESEARCH INNOVATORS REFERENCE TO BETA SITES HOUSEHOLD BASIC RESEARCH TEST, SOLID EYE OF THE PRICE & NAMES NEED FEEDBACK GAIN CLOSE WHOLE £ BUSINESS ON TO FIGHT TO & DEVELOP COMMERCIAL THE GAP PRODUCT COMMERCIAL MAINTAIN MKT BY BECOMING IDEA IN THE CREDIBILITY TERMS, PRICE ISSUES NEED SHARE - PRICE FIELD & CASE MKT LEADER & WHOLE MANAGING AND A STUDIES IN ONE PRODUCT TO MAINTAIN COMPLETE LEAD TO CREDIBILITY APPLICATION DEVELOPMENT SERVICE ARE REFERENCE CREATE MARKET IMPORTANT SITES EARLY MKT & PLAN EXPERT TO CLOSE AND PEER THE OPINION ADOPTION GAP ENTREPRENEURIAL TALENT ALIGNED GROWING STRUCTURED BUSINESSES ESTABLISHED TO CORPORATE DOMINATE THIS SPACE ORGANISATIONS STRATEGY. LIVE HERE A HI RISK - LOW DATA SITUATION. INFORMED INTUITION REQD. PRE MARKET EARLY MARKET TECHNOLOGY MAINSTREAM MARKETS ADOPTION TECHNOLOGY INNOVATOR EARLY GAP EARLY LATE LAGGARDS ADOPTER MAJORITY MAJORITY READINESS LEVEL TIME LINE 0 - 1 YEAR 0 - 5 YEARS 0 - 10 YEARS 0 - 15 YEARS 0 - 20 YEARSMonday, 14 February 2011
  5. 5. Business Lifecycle (7 Stages) SEED START - UP GROWTH ESTABLISHED EXPANSION DECLINE EXIT stage 1 stage 2 stage 3 stage 4 stage 5 stage 6 stage 7 CHALLENGE MARKET CASHFLOW & TIME CONSTANT REMAINING MOVE INTO NEW DROPPING SALES REALISTIC ACCEPTANCE & TO MARKET, ISSUES NEEDING FOCUSED, MARKETS; & PROFITS, VALUATION IN THE IDENTIFY THE MANAGE TO BE RESOLVED, SUCCESS BRINGS REDEFINE THE NEGATIVE CASH MARKET AS IT NICHE RESOURCES NO TIME AND EXTERNAL PLAN; MAKE SURE FLOW, CONSIDER STANDS OPPORTUNITY TIGHTLY LITTLE CASH - DISTRACTIONS, THAT NEW OPTIONS & EXIT TRAIN & CONCENTRATE MARKETS ARE DELEGATE ON MACRO COMPATIBLE WITH ISSUES SUCH AS THE SKILLS & THE ECONOMY, RESOURCE THAT COMPETITORS, EXISTS ALREADY. CUSTOMER TRENDS FOCUS MATCH ESTABLISHING A FORMALISE THE IMPROVEMENT & DEVELOP NEW SEARCH FOR NEW STREAMLINE, OPPORTUNITY CUSTOMER BASE & BUSINESS, PRODUCTIVITY, PRODUCTS & OPPORTUNITIES, OPERATIONS, WITH SKILLS, MARKET INCREASED SALES KEEP PACE WITH SERVICES FOR CUT COSTS & MANAGEMENT & EXPERIENCE PRESCENCE & CUSTOMERS, COMPETITORS, EXISTING FIND WAYS TO COMPETITIVE WITH PASSION, WHILST MANAGING BETTER CONTINUALLY CHANNELS AND SUSTAIN THE BARRIERS TO SET BUSINESS CASHFLOW ACCOUNTING & IMPROVE OFFER EXISTING CASH FLOW. MAKE THE STRUCTURE, MGT SYSTEMS, BUSINESS PRODUCTS & COMPANY MORE FIND RECRUITMENT OF PRACTICES SERVICES FOR FINANCIALLY PROFESSIONAL PERSONNEL NEW VERTICAL APPEALING ADVISORS & MARKETS PLANNING MONEY BUSINESS OWNER, FRIENDS, BANKS, PROFITS, PROFITS, BANKS, JOINT VENTURES, SUPPLIERS, ACCOUNTANCY SOURCE OWNERS, FAMILY, BANK, PRIVATE EQUITY, INVESTORS & PARTNERING, CUSTOMERS & ADVICE ON THE FRIENDS, PRIVATE EQUITY, PARTNERSHIPS, GOVERNMENT BANKS, OWNERS MOST BENEFICIAL FAMILY, GRANTS, SUPPLIERS, GRANTS & LICENSING & NEW TAX POSITION CUSTOMERS & CUSTOMERS & LEASING OPTIONS INVESTORS SUPPLIERS GRANTS Each stage of the business life cycle may not occur in chronological order. Some businesses will be "built to flip"; quickly going from start-up to exit. Others will choose to avoid expansion and stay in the established stageMonday, 14 February 2011
  6. 6. The Adoption Gap The ‘no mans land’ between your technologies early success and the mainstream acceptance it seeks. Without making a successful leap your technology may only survive in the hands of others. It has been likened to ‘going to war’: your strategy, your team and their resolve must all be in tune and have a common purpose in mind. This is where fortunes and reputations are made and lost.Monday, 14 February 2011
  7. 7. The Challenge Taking a ‘Disruptive Technology’ to market is the most frustrating & rewarding business development job to have. The risks & rewards are immense; the emotional highs and lows are extreme and because you are breaking new ground you have little real data to reference and plan your strategy. This is a high risk, low data situation and your ‘informed intuition’ is of more value than ‘analytical analysis’ Add this to the changing face of ‘marketing communications’ and you are on an extreme commercial roller-coasterMonday, 14 February 2011
  8. 8. The Triple Bottom Line It is no longer enough to just focus on the Financial bottom line... The mood and the need has changed: Environment Social Responsibility Finance A new corporate agenda = a new opportunity for disruptive technologyMonday, 14 February 2011
  9. 9. A New Kind Of Technology Marketing Is Required: AUDIENCES MESSAGES COMPETITORS Governments Green & Clean Direct Technology Public Sector Agencies ROI Substitute Technology Utilities Metrics Subsidised Technology The Media Proof Points Consumers Validators Analysts Financial Community Your green story MUST BALANCE with your commercial story Most buyers still have bottom-line only motivatorsMonday, 14 February 2011
  10. 10. Beware of ‘Parapet Risks’ Protect Your Business, Brand and People from: Being accused of greenwashing Being held to a higher standard than non-green peers (Body Shop were criticised more than Wal-Mart in the USA on green issues!) Success depends on credibility & authenticity. Don’t puff the numbers and don’t smear the facts. Never fake it.Monday, 14 February 2011
  11. 11. Claims - Meaningful & Dramatic Give your audiences the stories they need: “Saves the equivalent of a new power station each year.” “Enough to power Omaha and Oslo.” Work the influencers: Politicians and the media. Use your embassies overseas. Don’t alienate your buyers by overtly going over their heads to apply pressure.Monday, 14 February 2011
  12. 12. It’s A Balancing Act Big Claims v Credible Support Vision v Practicality Greenness v ROI Altruism v AuthenticityMonday, 14 February 2011
  13. 13. Don’t Go It Alone Find a partner who has been there before...Monday, 14 February 2011
  14. 14. Expand Marketing have ... Put theory into practice and have real know-how, real scars and invaluable experience, through the .... Development & patenting of technologies for the water and energy sectors Raising of capital through early bootstrapping whilst maintaining shareholder value Successful negotiation & work with Institutional investors Delivery of significant early stage sales revenue Establishment of key market positions and reference sites in both the UK and international territories Development of strategic international relationships in the UK, USA, MENA and China Management of early growth whilst balancing uncertain and limited capital Understanding of market needs and matching them with the technical / commercial offer to drive market recognitionMonday, 14 February 2011
  15. 15. How do we work ? We recognise that all situations are different and offer three broad ways of working with our clients: 1. Interim Management - Typically 3-6 month contracts. 2. Annual Retainer - Can follow an interim management role to support the management team OR work as the business development arm of an organisation, with holistic advice or specific services. 3. Project - Delivering specific services on an ad-hoc basis.Monday, 14 February 2011
  16. 16. Development Services Sales & marketing Interim management Technical accreditation and proof of concept Whole product development Channel and market assessment and development Sales training, development, forecasting and management Post-sale support and account management Customer service and technical supportMonday, 14 February 2011
  17. 17. Advisory Services If you are investing in or launching a new technology / product, Expand Marketing provide ‘light touch’ research & reports on: Technical & Commercial Due Diligence & Risk AnalysisMonday, 14 February 2011
  18. 18. Marketing & Creative Services Direct & Digital Marketing Communications Quantitative & Qualitative Marketing Research Commercial & Technical Copywriting Brand Creation & DevelopmentMonday, 14 February 2011
  19. 19. Primary Contact: Nicolas Holmes M IDM: nic@expandmarketing.co.uk T: +44 (0) 7718986052 www.expandmarketing.co.ukMonday, 14 February 2011
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