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Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win
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Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win

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  • 1. A BIZ DEVPLAYBOOKFOR STARTUPSWHY, WHEN AND HOW TO DO DEALSTO HELP YOUR BUSINESS WIN
  • 2. WHAT IS BIZ DEV? Business development means establishing relationships and doing deals to help your company. Sales Licensing Distribution Branding• Revenue • Revenue • Audience • Brand alignment• Establish model • Client base • Intelligence/data • Partner • Shared revenue dependencies
  • 3. BIZ DEV FOR EARLYSTAGE STARTUPSYour unfair advantages: • Cutting edge tech • Nimble dev iteration • Optimization and focusYour key challenges: • Getting to scale • Little or no cash • Limited time and resources
  • 4. HOW BIZ DEV PLAYSARE DESIGNEDThree case studies:• Yardbarker and FoxSports.com• BigDoor and NFL.com• Fantasy Moguls and CBSSports.com
  • 5. YARDBARKERThe challenge:Substantial amount of unique user generatedcontent and a core community.Need more traffic to destination site to increase adrevenue and market position.
  • 6. YARDBARKER ANDFOXSPORTS.COMYardBarker: • Access to large base of sports fans • Provide new fresh content • Distribution needed to drive revenueFoxSports.com: • Get fresh content at low or no cost • Access to a user gen sports content community • Generate incremental revenue
  • 7. YARDBARKER ANDFOXSPORTS.COM
  • 8. YARDBARKER ANDFOXSPORTS.COMQuid pro quo: Distribution Unique, low Revenue cost content Branding Revenue Community
  • 9. BIGDOOR MEDIAThe challenge:Unique customer loyalty/gamification tech butsuccess dependent on reaching apassionate, engaged audience—the larger the bettersince only a % will convert.Monetization accelerated by leveraging existingsponsors and products.
  • 10. BIGDOORAND NFL.COMBigDoor: • Access to users and usage data to prove product model • Provide unique technology and expertise • Must support NFL to ensure successful deployment • Generate revenue via partnerNFL.com: • Get unique functionality to drive core site metrics • Increase store of personal user data • Drive usage of other NFL goods and services
  • 11. BIGDOORAND NFL.COM
  • 12. BIGDOORAND NFL.COMQuid pro quo: Prove model Unique tech Distribution Revenue Revenue Data
  • 13. FANTASY MOGULSThe challenge:Fantasy Moguls runs social games with wellestablished virtual goods revenue stream butuntapped secondary sponsorship revenue stream.Engagement in games high but growth constrainedby size of Moguls’ ad spend and audience.
  • 14. FANTASY MOGULSAND CBSSPORTS.COMFantasy Moguls: • Access to a sales force and sales revenue • Brand alignment • Marketing to targeted customer baseCBSSports.com: • New and creative sponsorship inventory for clients • Ability to tap into virtual goods revenue stream and learn social games business • Test theories about untapped value of existing and new customers
  • 15. FANTASY MOGULSAND CBSSPORTS.COM
  • 16. FANTASY MOGULSAND CBSSPORTS.COMQuid pro quo: Distribution Virtual goods Branding revenue Ad revenue Ad revenue Access to new model
  • 17. THE SECRET OF AWINNING PLAYIf both parties don’t win, you’ve lost.
  • 18. A BIZ DEVPLAYBOOKFOR STARTUPSBRENDA SPOONEMORECO-FOUNDER AND CEO, D WELLABLEBRENDA@D WELLABLE.COM
  • 19. YOUR PLAYBOOK
  • 20. STEP ONE:DRAW UP YOUR PLAY• Define your needs • Know what you want, assign a metric• Create spreadsheet of target partners • Who is best positioned to deliver? • What do you have to offer in return (value)?• Find the right contact • Network and research • Cold calls are a last resort
  • 21. STEP TWO:RUN THE PLAY• The pitch • Email or call to generate interest • Do pitch live or in person • Adjust on the fly• The proposal • Follow up with answers and proposal • Have term sheet in mind • Write out structure, model before sending
  • 22. STEP THREE: FINISH• The negotiation • Don’t try to win every point • The negotiation sets the tone for the relationship• The term sheet • One page• The agreement • Legal, contracts vs letter agreements• The relationship • The only thing that really matters