Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Using go to-market to connect new products and markets in a lean startup

316 views

Published on

New product has a high failure rate from market risk. Connect product & market validation with customer centric go-to-market elements. { what | who | how }

  • Be the first to comment

Using go to-market to connect new products and markets in a lean startup

  1. 1. Using go-to-market to connect new products and markets in a lean startup
  2. 2. A GtM typically defines how an organisation will deliver its awesome product proposition to a specific market. what is go-to-market ?
  3. 3. A GtM typically defines how an organisation will deliver its awesome product proposition to a specific market. it's never too early to think about sales engagement process. what is go-to-market ?
  4. 4. A GtM typically defines how an organisation will deliver its awesome product proposition to a specific market. in a lean startup it is iterative, just like product. evolve through validated learning as new sh1t comes to light. what is go-to-market ?
  5. 5. A GtM typically defines how an organisation will deliver its awesome product proposition to a specific market. what is go-to-market ? start with product capability to find high propensity markets. start with market need to create high propensity product.
  6. 6. A GtM typically defines how an organisation will deliver its awesome product proposition to a specific market. start with product capability to find high propensity markets. start with market need to create high propensity product. what is go-to-market ?
  7. 7. A GtM typically defines how an organisation will deliver its awesome product proposition to a specific market. who - target people in market what - value proposition how - engagement channels what is go-to-market ?
  8. 8. A GtM typically defines how an organisation will deliver its awesome product proposition to a specific market. who - target people in market what - value proposition how - engagement channels what is go-to-market ?
  9. 9. what – value proposition what can you do for me ? the needs we meet, problems we fix (pain) or new capability enabled (gain).
  10. 10. what – value proposition what can you do for me ? the needs we meet, problems we fix (pain) or new capability enabled (gain). why should I care ? the benefits and our usp for existing market differentiation (better, faster, cheaper) or our mission and vision to frame a new market.
  11. 11. what – value proposition what can you do for me ? the needs we meet, problems we fix (pain) or new capability enabled (gain). why should I care ? the benefits and our usp for existing market differentiation (better, faster, cheaper) or our mission and vision to frame a new market. why should I believe you ? reference stories, testimonials and our credibility that create an emotional connection.
  12. 12. market segment type new market - vision that frames the pains and gains of your solution. existing market - competitive differentiation. market segment maturity early adopters who understand the problem, need a vision to buy. mainstream market needs benefits and references for assurance. who - target market
  13. 13. buying persona people, not faceless companies or industries benefit from solutions to their specific problems. identify the high propensity beneficiary of your proposition who suffers the pain, seeks gain. the beneficiary, user, buyer can be different in large organisations. who - target market
  14. 14. b2b company profile size of business affects buying process, complexity and effort. size of business affects deal size. industry solutions help focus and target. who - target market
  15. 15. engagement lead market engagement lead by sales or marketing based on value * complexity. marketing + transactional sale to relationship + consultative sale how - engagement
  16. 16. channel or partner direct to end customer sell with value-add partner sell to value-add partner (creates whole product) sell through distribution channel how - engagement
  17. 17. Hans Baumhardt originally published on http://www.hjbconsulting.uk/blog/using-go-to-market-to-connect-new-products-and-markets/ tech startup founder | investor | advisor hans.baumhardt@hjbconsulting.uk read more at blog.hansbaumhardt.com

×