Some simple start-up marketing tips for software product cosProduct Marketing Strategy<br />Defining your market presence<...
Broad steps<br />Understand current GTM<br />Competitive research<br />Define product STP <br />Identify product roadmap a...
Understand current GTM<br />Get feedback from Beta users<br />Categorize feedback into generic feedback and industry speci...
Competitive research<br />Identify ‘like’ competitors and ‘direct’ competitors<br />Understand model used by them<br />Doc...
Define product STP<br />Finalize the ‘segment’ , ‘target market’ and the ‘positioning’ that you would like to use for the ...
Packaging, Offering and commercial/engagement models <br />Define product packaging based on delivery mode <br />If the de...
Promotions plan<br />Marketing mix<br />Depending on the target market defined, identify how you can reach out to your pro...
Budgets, Sales reviews & objection handling<br />Budgets<br />Define revenue budgets by month/region<br />Define cost budg...
9<br /> <br /> <br />End of presentation<br />Thank you<br />www.xenia-consulting.com/services<br />http://blog.xenia-cons...
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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

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

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