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Some Simple Start Up Marketing Tips For Software Product Cos
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Some Simple Start Up Marketing Tips For Software Product Cos

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Some simple start-up marketing tips for software product cos

Some simple start-up marketing tips for software product cos

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Some Simple Start Up Marketing Tips For Software Product Cos Presentation Transcript

  • 1. Some simple start-up marketing tips for software product cosProduct Marketing Strategy
    Defining your market presence
    Apr 2011
  • 2. Broad steps
    Understand current GTM
    Competitive research
    Define product STP
    Identify product roadmap and what it needs to take care of
    Packaging defn
    Offering defn
    Commercial & Engagement models
    Promotions plan
    Finalize Revenue & Marketing budgets
    Sales review plans & objection handling
    2
  • 3. Understand current GTM
    Get feedback from Beta users
    Categorize feedback into generic feedback and industry specific feedback
    Identify what needs to go into product roadmap and what can go into specific industry variants
    Keep it as generic as possible
    Solutions can always be customized for specific customers
    3
  • 4. Competitive research
    Identify ‘like’ competitors and ‘direct’ competitors
    Understand model used by them
    Document your findings in an understanding document
    Find out if you are missing something from your existing plans
    4
  • 5. Define product STP
    Finalize the ‘segment’ , ‘target market’ and the ‘positioning’ that you would like to use for the product
    This will be based on competitor research, feedback from your beta users and research on your defined target market (both primary and secondary research)
    Identify ‘like’ competitors and ‘direct’ competitors
    Understand model used by them
    Document your findings in an understanding document
    Find out if you are missing something from your existing plans
    5
  • 6. Packaging, Offering and commercial/engagement models
    Define product packaging based on delivery mode
    If the delivery is web based, then there is not much packaging definition needed
    Offering defn
    Define product collateral decks that will be needed to engage with your potential customer base. These could include brochure, technical data sheets, FAQ, case studies, customer citations etc.
    Commercial/Engagement models
    Define how the product is going to be sold
    Mechanism for the sale to happen – is it through distributors/direct/web
    Based on the sale, how will the product be delivered. Troubleshoot and make sure that the steps defined can be adhered to in operations mode
    6
  • 7. Promotions plan
    Marketing mix
    Depending on the target market defined, identify how you can reach out to your prospect base
    Identify how you will engage with the prospect base and try to convert the prospect to a customer
    Define elements of your marketing mix and their frequency in line with your defined marketing budgets
    7
  • 8. Budgets, Sales reviews & objection handling
    Budgets
    Define revenue budgets by month/region
    Define cost budgets based on marketing mix allocated. Marketing budgets will get adjusted based on actual achievement of targets
    Sales reviews
    Define review mechanisms based on targets identified
    Objection handling
    Build a dynamic objection handling FAQ and keep on updating it based on engagement with prospects
    8
  • 9. 9
     
     
    End of presentation
    Thank you
    www.xenia-consulting.com/services
    http://blog.xenia-consulting.com