1.
Anthony Kennada
Founding CMO at Gainsight

2.
Disclaimers
This disclaimer applies to this document and the verbal or written comments of any person presenting it. This document, taken together with such verbal or
written comments, is referred to herein as the “presentation.” This presentation is being provided for informational purposes only. Nothing herein is or
should be construed as investment, legal or tax advice, a recommendation of any kind or an offer to sell or a solicitation of an offer to buy any
security. This presentation does not purport to be complete on any topic addressed. The information in this presentation is provided to you as of Sept. 26
unless otherwise noted and Battery Ventures does not intend to update the information after its distribution, even in the event the presentation becomes
materially inaccurate. Certain information in this presentation has been obtained from third party sources and, although believed to be reliable, has not
been independently verified and its accuracy or completeness cannot be guaranteed. Certain logos, tradenames, trademarks and copyrights included in
the presentation are strictly for identification and informational purposes only. Such logos, trade names, trademarks and copyrights may be owned by
companies or persons not affiliated with Battery Ventures and no claim is made that any such company or person has sponsored or endorsed the use of
such logos, trade names, trademarks and copyrights in this presentation. This presentation includes examples of companies in which Battery Ventures has
invested. For a complete list of all companies in which Battery Ventures has invested, please visit www.battery.com/our-companies/list. Information
regarding the specific performance of prior investment recommendations is available upon request. Past performance is not evidence of future. There can
be no assurance that the investment objectives of a Battery Ventures Fund will be achieved or that the investment strategies utilized will be successful.
The information contained herein is based solely on the opinions of Anthony Kennada and nothing should be construed as investment advice. The
anecdotal examples throughout are intended for an audience of entrepreneurs in their attempt to build new businesses and not recommendations or
endorsements of any particular business.

3.
Do you believe there are any original
ideas left?

4.
“There is no such thing as a new idea. It is
impossible. We simply take a lot of old
ideas and put them into a sort of mental
kaleidoscope… but they are the same old
pieces of colored glass that have been in
use through all the ages.”
- Mark Twain

5.
# Movie WW $$$
1 Avengers: Endgame $2,790.2
2 Avatar $2,789.7
3 Titanic $2,187.5
4 Star Wars: The Force Awakens $2,068.2
5 Avengers: Infinity War $2,048.4
6 Jurassic World $1,671.7
7 Marvel’s The Avengers $1,518.8
8 Furious 7 $1,516.0
9 Avengers: Age of Ultron $1,405.4
10 Black Panther $1,364.9

6.
A business strategy that focuses on
positioning and evangelizing a brand new
problem observed in the marketplace, in
addition to the solution for that very
problem.

7.
Gainsight is a current Battery portfolio company.

8.
Customer
Support
CRM
Account
Mgmt.

9.
Why create a category?

10.
Companies that were instrumental in creating their categories
accounted for 53% of incremental revenue growth and
74% of incremental market capitalization growth than
their peer set.

11.
Startups with early leadership in a category benefit from:
• More access to funding.
• More resources to attract the best talent.
• Higher valuation multiple than competitors.
• Better chance of winning more market share over time.

12.
a noble strategy that can
spark a movement

13.
Is category creation for me?

14.
1. Little to No Competitors in Your Space
2. Low Search Volume/Cheap(er) Ad Inventory
3. No Press or Media Coverage
4. A Marginalized Buyer No Company is Paying Attention to
5. Small (but Passionate) Niche of People Who “Get It”
6. Larger Population of People Who Don’t “Get It” (Right Away)
Signals of Category Creation

15.
5 Principles to Create (and Dominate)
a Category

16.
Live Your Purpose, Values, and
Culture Out Loud

17.
The Power
of Purpose
in Category
Creation
Purpose informs brand.
Purpose attracts, engages, and retains
talent.
Purpose inspires your community.
Purpose grows your business.

18.
How to
Define
Purpose
• Start by Defining the Individual Purpose of the
Executive Team
• Break Out in Small Groups to Look for the
Golden Threads
• Develop a People Strategy Informed by Shared
Institutional Purpose

19.
Focus on the People in Your
Market, Not Just Your Products

20.
Developing
a Content
Marketing
Strategy
• Name Your Category
• Identify Spokespeople, Writers, and
Contributors
• Articulate the “Why”
• Educate on the “How”
• Evangelize

21.
Create a Lifestyle Brand for
Your Category

22.
Lifestyle
Brand
A company that markets its products or services
to embody the interests, attitudes, and opinions
of a group or a culture. Lifestyle brands seek to
inspire, guide, and motivate people, with the goal
of their products contributing to the definition of
the consumer’s way of life.

23.
Complement
traditional
content with
premium
content
Digital Media
•Video
•Virtual
Events
•Podcasts
Education and
Career Services
Industry
Certification
Online Job
Board

24.
Grow a Community by Doubling
Down on Live Events &
Experiences

25.
Creating a category can be a
lonely journey for early adopters.

26.
How to Plan
an Industry
Event
1. Make It About the Movement, Not Your
Product
2. Source Speakers Who Add Credibility and
Validate the Category
3. Build an Agenda That Inspires and Educates
4. Create a Memorable Experience That Puts
Your Culture on Display
5. Use Pricing Tactics and Team Activations to
Drive Registrations
6. Monetize by Adding Value to the Prospect
Experience
7. Measure Your Success

27.
Activate Customers as Brand
Ambassadors

28.
How Do
Customers
Create
Categories?
• Customers Validate the Pain Observed Is Real
• Customers Co-Author Industry Best Practices
• Customers Make Your Product Better
• Customers Crown the Category Leader

29.
How to
Mobilize
Advocates
Access, Power, and Stuff

30.
For a Practical
Playbook on How to
Put these Principles
into Practice…
Category Creation: How to Build a
Brand That Customers, Employees,
and Investors Will Love
• Available October 15
• Pre-Order Available Now
• @CategoryTheBook