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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

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 Presentation Transcript

    • Some simple start-up marketing tips for software product cosProduct Marketing Strategy
      Defining your market presence
      Apr 2011
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
       
       
      End of presentation
      Thank you
      www.xenia-consulting.com/services
      http://blog.xenia-consulting.com