Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs

Adam Moalla
Founder & Managing Director
adam@moalla-ventures.com
Go-To-Market Strategy
For First-time Entrepreneurs and Startup Founders

ABOUT ME
Today
ü Founder & MD at Moalla Ventures
ü Simply Tasks
ü Lableb NLP Solutions
ü Teambay
ü HMP.Zone
ü Startups Mentoring
ü Startups Investment
Previously
ü Head of International Product at Bonial Group
ü Founder & CEO of teambay GmbH
Adam Moalla

What makes an idea valid and successful?

Problem X
Solution X
Financial Goal X
+
+
Market
Your Idea
VALID IDEA
Your Strategy

What would it take to execute an idea?

You
Your
Team
The
Market
Go To
Market
Strategy
Things You Can Control:
Things You Can’t Control: Success
IDEA SUCCESS

Observe
Study
Idea
Team
Survive
Survive
Valley
Mental Sh*t
Growth
Corporate Money Bankruptcy Swamp
Big Business
Prosperity
Adam Ahmad Moalla - @amdmala
Managing Director - Teambay UG
The Founder Institute Berlin
10 July, 2014
You
(Not our topic today)

Adam Ahmad Moalla - @amdmala
Managing Director - Teambay UG
StartThe
Search
ClearVission
&
M
ission
Define
Needed
Responsibilities
(untilprofitorExit)
StartW
orking
FIRST
(Sign
an
NDA
&
IP
O
NLY)
Think
aboutshares
Practice
saying
No!
Design
the
agreem
ent
(before
reaching
outto
a
law
yer)
w
hatare
you
GREAT
at?
IDEA COMPANY
Legal,set,Go!
1 2 3 4 5 6 7 8 9
The difference between YOU and your BIGGEST competitor is a team.
The Founder Institute Berlin
18 September, 2014
How To
Build A
Founding
Team
(Not our topic today)

Our topic today:
Your Go-To-Market Strategy

ü Signups / Demos
ü Length of Sales Cycle
ü New paying customers
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Paying Customers Growth
ü Churn rate overtime
ü CLTV, CAC, & CAC Recovery
ü Number of people with this problem
ü Viability of a fitting solution
ü USP
ü Number of problems your product
could solve
ü Users rating of your solution
ü For your solution:
ü Engagement rate
ü Value per user
Problem/Solution KPIs
Think about your idea as a BUSINESS and list all
the KPIs you could think of!!
Business Model KPIs

MARKET ANALYSIS
Define Your
Market
Identify Key
Players
Identify
Competition
Identify
Direct
Competition
How big? What
characteristics?
Who is
dominating?
What’s their
story?
How do they
address the
market?
Where/how can
you be different?

MARKET RESEARCH
Market Analysis 101: Love your spreadsheets!
Example Research:

MARKET ANALYSIS
Market Size Research
Sample tools: Statista, Facebook Audience, Google Trends

Reflect how would competition perform on your
KPIs
ü Signups / Demos
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Viability of a fitting the solution
ü USP
could solve
ü Engagement rate
ü Price per user
Problem/Solution KPIs Business Model KPIs
MARKET ANALYSIS

Average Competitor Company Is:
281,800
Installs On Android
2,8
Languages
42,9
Employees
4434
Visits/m
Search Organic Traffic
233
Visits/m
Search Paid Traffic
14235
Social Followers
(Top10: 528000) (Top10: 3,8)
(Top10: 35411)
5,68 y
Average Age
(Top10: 60) (Top10: 5,5)
(Top10: 10696) (Top10: 419)
1518
Back Links
(Top10: 2208)
Direct Competition Analysis Example
105
Competitors – Top 10
173
159
150
135
134
132
130
115
115
112
Also in :
87
54
37
105
(Tell Background Story)
This is pretty advanced. But just to give you an idea how far can you go.
This can be done especially for new markets where public data is not available.
MARKET ANALYSIS

You Want To Strip Your Competitors To A Level
Where You Are Capable To Decide How Do You
Want To Be DIFFERENT
Sometimes, this means hours and hours of
analyzing the market…
MARKET ANALYSIS

Direct Competition Analysis – Ideally
MARKET ANALYSIS

TARGET CUSTOMERS
Think about a
segment
group
Who of this
segmentation
might buy
your service?
How many
people are in
this segment?
How easy it is
to get their
contact info
(CAC)
Compare
based on your
business
model to
decide on a
target

MARKET SEGMENTATION
Compare based on metrics related to your
business model
Example Target Customers Analysis.
Segmentation for a premium corporate wellness brand.

Think People NOT Industries!
MARKET SEGMENTATION

Your Target Segment Will Define Your Sales
Materials, Story, Landing Pages… etc
Example:
MARKET SEGMENTATION
A Billing Software That Works For Clinics But Also Law Firms
We Mastered Invoicing, To Save
Every Doctor That 15Minutes Extra
Every Day – Signup Today
We Mastered Invoicing, Quietly and
Professionally, like how it should
be.
Your Most Accurate And Private
Billing System. Signup Today.
Message For Clinics Message For Law Firms

4- Identify Your Marketing Channels

MARKETING CHANNELS
Where do your
target
customers
hang-out?
What channels
are used by
your
competitors?
What are your
financial
projections?
Online and offline Outbound or
inbound?
What else can we
use that is not
spoiled by
competitors?
Which channels
can be used?

http://www.bizible.com/blog/b2b-industry-analysis-best-marketing-channels
Think About The Channels Impacts
MARKETING CHANNELS

Source: IDG
Think About The Channels Impacts
MARKETING CHANNELS

https://blog.kissmetrics.com/marketing-channels-2017/ adam@moalla-ventures.com
And The Channels Difficulties
MARKETING CHANNELS

Example For Mobile Apps – Why ASO Is Essential
MARKETING CHANNELS

A Sample Cold Emailing Results
I don’t recommend cold emailing. But It might be a fast way to kick-off your pipeline.
MARKETING CHANNELS

New Trends: Influencers Marketing Costs –
Example Instagram
Source: Aspire adam@moalla-ventures.com
MARKETING CHANNELS

MVSP
Your MVP
Feasible
Target
Customer
Segment
Marketing
Channel
Your Minimum Viable Sales Process,
you will need:

Example:
Prospects
List
Sales
Demo
Materials
A B2B Startup might start with:
MVSP
It could be, as simple as a
product mockups & an
enthusiastic person to
pitch it

Talk IN PERSON to as many prospects as you
can!
MVSP

Your Discovery Call IS NOT a Product Pitch!
HEAR and learn about the prospect
situation and pitch your value while aiming for
an appointment
MVSP

Reflect on your business KPIs after each meeting!
ü Signups / Demos
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Viability of a fitting solution
ü USP
could solve
ü Engagement rate
ü Price per user
Are your assumptions still healthy in your opinion? What can be
adapted?
MVSP

Develop a Sales Funnel with Initial Sales Metrics
MVSP

SALES FUNNEL
Sales Funnel – Example
Source: crazegg.com

6- Widen Your Marketing Activities

Inbound VS Outbound
MARKETING ACTIVITIES

OUTBOUNDINBOUND
Steady growth
Adjustable investment
Builds knowledge
Builds experience
Exponential growth
Long-term investment
Requires knowledge
Requires experience
We Go To MarketThe Market Come To Us

Cold Emails
Cold Calling
Conferences
Letters & Brochures
Social Media Messages
Partnerships
Advertisement
…
SEM (content)
SMM
PR
Public Speaking
Referrals
Influencers Marketing
…
We Go To MarketThe Market Come To Us

Define what to start & when
I like to start with outbound to build knowledge,
then slowly investing in inbound while learning
and optimizing.

Example1
Go-to-Market Strategy
Outbound
Inbound
0
100
200
300
400
500
600
700
800
900
1000
Phase 1
Phase 2
Phase 3
Outbound Inbound
Direct
Sales
SEM &
SMM
Content
Marketing
Influencers
Marketing
Events &
Conferences
Partnerships

Example2
Go-to-Market Strategy
Engage The Market
Build Traffic
0
10
20
30
40
50
60
70
80
90
100
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
Engage The Market Build Traffic
SMM
Launch!
SEO
SEM
Content
Analytics &
Tools Setup
Community
Building
Back-links Outbound
Sales (Affiliate
& Reviews)
Email
Marketing
Business
Model
Review
Marketing
Budget Boost
Performance
Review
Influencers
Marketing

OPTIMISE AND REPEAT
My favorite tools to start with:
ü Google Analytics
ü Google Tag Manager
ü Hubspot
ü Facebook analytics !!!

Visit my blog: amoalla.com for the detailed analysis adam@moalla-ventures.com
And there are waaaaaay more…

Mix Your Sales-Sequence Between
Channels
OPTIMISE AND REPEAT
ü Day1 Linkedin request with message
ü Day3 Email
ü Day5 Phone call
ü Day7 Email2
ü Day9 Linkedin message 2 (or maybe a tweet!)
ü Day11 Email3…
…..

Don’t be afraid of testing alternative channels!
Where your competitors are NOT hanging-out, is
your best marketing channel.
It could be Snapchat or a letter via post!
OPTIMISE AND REPEAT

You
Your
Team
The
Market
Go To
Market
Strategy
Things You Can Control:
Things You Can’t Control: Success
SUCCESS

Identify
M
arketing
Channels
Analyse
The
M
arketO
bjectively
Identify
TargetCustom
ers
W
iden
YourM
arketing
Activities
Define
YourM
inim
um
Viable
SalesProcess
Track,O
ptim
ise
and
Repeat
Re-think
YourBusiness
KPIs
Idea Success
1 2 3 4 5 6 7
Your Strategy

Thank you!
Questions?
Adam Moalla
twitter: amdmala
Instagram: amdmala (New!)

Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs

Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs

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