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1. Startup
Strategy
Framework
Your company name

2. Executive Summary
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Problem
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Solution
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Market
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Mission
2

3. 3
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2015 2016 2017
Market Insights 1
Market Insights 2
Market Insights 3
Market Insights

4. Market Insights 4
Serviceable
available
market
Total
available
market
Target
market
Market
share
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Total Available
Market
Your Market
Share
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Your Target
Market
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Serviceable
Available Market
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audience's attention.

5. What We Offer 5
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01
02
03
04
05

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What We
Offer
6

7. Our Keys To Success
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Our Keys
To Success
7

8. 8
Our Keys To
Success
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9. Projected Key Financials
-100
0
100
200
300
400
500
2014 2015 2016 2017
Indollar
o Sales
o Net profit
o Gross profit
9

10. Projected Key Financials
o Sales
o Net profit
o Gross profit
0
25
50
75
100
2014 2015 2016 2017
10

11. Our Objectives 11
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Objective 01
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Objective 03
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Objective 04
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Objective 02

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Our Strategic
Positioning
12

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Our
Strategic
Positioning
13

14. Our Mission
Mission one
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Mission two
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14

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About The
Company
15

16. CEO
LilyAlbert
Financial advisor
Tom Smith
Designer
Mary Finder
Editor
John Parker
Management
Team
16

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Management Team
17

18. Start Up Summary
Invested by investor 1
$400
Invested by investor 2
$300
Invested by investor 2
$250
The cost to open
our company
$950
18

19. Startup Expenses
Legal TBA
Occupancy (rent & loan) $3,000
Brochures $150
Consultants $2,000
Insurance $800
Utilities $500
Research and development $1,000
Advertising (opening) $600
Loan payoffs $15,000
Licenses and permits $500
Other $4,000
Total start-up expense $31,000
Startup Expenses
19

20. Assets And Liabilities Statement
Balance Sheet 2015 2016 2017
Assets
Current assets $30,475 $31,874 $42,664
Total current assets $43,226 $44,746 $45,975
Long term assets $58,887 $59,573 $60,937
Total long term assets
Total assets
Liabilities and capital
Current liabilities $30,475 $31,874 $42,664
Subtotal current liabilities $43,226 $44,746 $45,975
Total liabilities $58,887 $59,573 $60,937
Total capital $30,475 $31,874 $42,664
Total liabilities and capital $43,226 $44,746 $45,975
Net worth: $43,226 $44,746 $45,975
20

21. Financial Predictions
80%70%60%50%
2018
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2016
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2015
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2017
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21

22. Financial Predictions
-$100
-$80
-$60
-$40
-$20
$0
$20
$40
$60
$80
$100
FY01 FY02 FY03 FY04
Monthly
Breakeven
Aggregate
Breakeven
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o Aggregate
net income
o Expenses
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o Revenue
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22

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Our Product
And Services
23

24. 24
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Product 1
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Product 3
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Product 2
Our Product
And Services

25. Understanding The Marketplace And Consumer Needs
Self actualization needs
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Social needs
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Safety needs
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Physiological needs
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25

26. Understanding The
Marketplace And
Consumer Needs
Customers have
latent needs; needs
they don’t even
know they have.
Customers
struggle to
articulate their
needs.
Customers won’t
know what they
want until they see
it.
It is impossible to
ever know all the
customers’
needs.
Customers’
needs change
quickly over
time.
26

27. Customer Value Proposition Ladder
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Define consumer
1
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Rational benefits
3
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Emotional benefits
4
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Product features
2
Emotional
benefits
Rational
benefits
Target and
insights
Brand
features
27

28. Value Proposition Canvas
Customer
Substitutes
Wants Fears
Needs
Product
Company:
Company:
Ideal customer:
Features
Experience
Benefits
28

29. Market Analysis Summary
13%
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18%
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25%
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21%
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28%
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30%
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29

30. Industry Snapshot
4.9%
Annual
Growth
07-12
3.1%
Annual
Growth
12-17$ 9.1bn
Revenue
$ 1.4bn
Profit
$ 2.4bn
Wages
198
Business
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FY01 FY02 FY03 FY04 FY05 FY06
o Employmento Revenue
Revenue vs. employment growth
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FY01 FY02 FY03 FY04 FY05 FY06
o Product 1
Private investment in computers and software
30

31. Industry Snapshot
$896Bn
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$584Bn
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$789Bn
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$557Bn
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02
01
03
04
31

32. Our Target Market
Company 1 $92.4b
Company 2 $24.4b
Company 3 $15.7b
Company 4 $13.7b
Company 5 $10.7b
Company 6 $6.7b
32

33. Our Target Market
?
Occupation
Hobbies
Location InterestsGender
Income
Values
Age
33

34. Market Size
Market
Type
Market
Size
Competitive
Analysis
TAM
SAM
TM
o Where am I Selling?
o Who am I Competing with?
o Is to Worth Solving?
o How big is the Market?
34

35. Ideal Customer Profile & Criteria
Ideal
Customer
Next best
Customer
Opportunistic
Customer
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35

36. Market Segmentation 36
Market
Segmentation
Countries
Nations
States
Cities
Neighborhoods
Geographic
Life style
Social
Class
Personality
Psychographic
Age
Gender
Sex
Family
Education
Income
Demographic
User status
Usage rate
Benefits sought
Occasions
Loyalty
Attitude
Behavioral

37. Benefits For Target Market Customers
Benefit 1 Benefit 2 Benefit 3 Benefit 4 Benefit 5 Benefit 6
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Idea 6
Idea 7
37

38. Price Determination Factors
Pricing
The cost to
make it
The amount of
profit desired
Other objectives
of the business
The price
competitors
charge
The price customers
are willing to pay
o Is there a high demand?
o Is demand sensitive to
changes in price ?
38

39. 39
Q2 Q1
P2
P1
Skim Price
Follow – on priceA
B
C
Penetration
Price
Price
Quantity
Price Skimming VS
Penetration Pricing
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40. 40
Brand
Superior
Quality
Economical
Value For
Money
High Low
HighLow
Quality of product
Price
Pricing strategy matrix
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Pricing
Strategy

41. 41
Price
Orientation
Customer
value-based
pricing
Competition
based pricing
Cost –based
pricing
Weak Medium Strong
Price
Realization
Zone of
good
intentions
Value
surrender
zone
White flag
zone
Pricing
power zone
Price
capture
zone
Pricing
Strategy

42. Plans And Pricing
o 100 products
o Unlimited content pages
o 1 image per product
o 100 MB storage
Package 1
Free
o 500 products
o Unlimited content pages
o 3 images per product
o 500 MB storage
Package 2
$100
o 1000 products
o Unlimited content pages
o 5 images per product
o 1000 MB storage
$300
Package 3
42

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Market
Competition
Quality
Price
Parameters
Parameters
Bolt-on products Likely competitors
Unlikely competitors Possible competitors
43

44. Competitor Analysis
Criteria
Revenue Profit
Market
Share
Main
Activity
Number Of
Employee
Product
Quality
Competitor A Text Here Text Here Text Here Text Here Text Here Text Here
Competitor B Text Here Text Here Text Here Text Here Text Here Text Here
Competitor C Text Here Text Here Text Here Text Here Text Here Text Here
Competitor D Text Here Text Here Text Here Text Here Text Here Text Here
Competitor E Text Here Text Here Text Here Text Here Text Here Text Here
Competitor F Text Here Text Here Text Here Text Here Text Here Text Here
Competitor G Text Here Text Here Text Here Text Here Text Here Text Here
44

45. Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5
Offering 01
Offering 02
Offering 03
Offering 04
Offering 05
Our Offerings VS. The Competition 45

46. Competitive Analysis Matrix
Trait 1 Trait 2 Trait 3 Trait 4 Trait 5 Trait 6
Competitor 1
Competitor 2
Competitor 3
New
organization
46

47. 47
Strengths
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Weaknesses
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Opportunities
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Threats
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SWOT
Analysis

48. Regulatory Compliance And Restrictions
Compliance
Requirements
Regulations
Rules
Standards
Law
Policies
Transparency
48

49. 49
CEO
Employee1
Employee2
Manager 1
Employee1
Employee2
Manager 2
Employee1
Employee2
Manager 3
Director
Marketing
Employee 1
Employee 2
Manager 1
Employee 1
Employee 2
Manager 2
Employee 1
Employee 2
Manager 3
Director
Sales
Organizational
Structure

50. Ownership
And
Management
CEO
Sofia Smith
Editor
John Parker
Manager
Lily Albert
Director
Mary Finder
50

51. Mary Finder
CEO
85%
Web development
21%
Graphic design
PowerPoint
40%
Photoshop
50%
Member Profile 51

52. 52
Feature 1
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Feature 4
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Feature 2
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Feature 5
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Feature 3
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Feature 6
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Product
Features

53. Product Features
Feature 1
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Feature 2
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Feature 3
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Feature 5
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53

54. Case
Study
How Our
Product/ Service
Solves a Problem
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54

55. Product Benefits
Benefits
Is only found when a feature
matches a need
Feature
Any facts about
a product or
service
Need
Solution
sought by the
customer
Benefit
Obtained when
the feature
meets the need
55

56. Product Development Status
Idea (concept) Solution
(artifact)
Demographics
(formative)
Personas
(formative) Focus
groups
(formative+
summative)
Questionnaire
(summative)
Web analytics
(summative)
Formative
marketing
research
Summative
marketing
research
We are here
56

57. Prototype Development
o Test for functionality
o Test for looks/style
o Test for price fitment.
o Test for philological
aspects such as color
o Test for
safety/effec
tiveness
o Test samples
with consumer
in lab
Prototype
Development
Prototype Lab
Testing
Functional
Testing
Consumer
Testing
Stages in product development are:
57

58. Prototype Development
Define Ideate Prototype Build Analyze
Design
Strategy
Interaction
Design
Interface
Design
Design iteration
Product reset(pivot)
58

59. Product Development Timeline
Line
Extension
20172016
Product Monitoring
/Evaluation
Product
Marketing
20152014
Regulatory
Submission
Package/Label
Development
20132012
Trademark
Development
Market Assessment
And Positioning
2011
59

60. Sales Forecast
2016 Sales 2017 Forecast
Jun 655
Jul 630
Aug 780
Sep 648
Oct 950
Nov 1200
Dec 1050
Jan 1150 1150
Feb 1230
Mar 1355
Apr 1380
May 1400
0
1
2
3
4
5
6
7
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
o 2016 Sales
o 2017 Forecast
60

61. Break Even Analysis
3 6
0
40
20
Units sold
Total revenue
Total costs
Fixed costs
Variable cost
Profit
Break even volume
Break even point
Sales($)
61

62. Business Model
Business model
Ongoing competitive
advantage
Innovation factor
Graceful exit
Pitfall avoidance
Sustainability
Market
attractiveness
Unique value
proposition
Offering
Profit model
Sales performance
model
Monetization
62

63. Business Model
Key partners
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Customer
Relationships
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Channels
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Key resources
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Customer segments
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Value
Propositions
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Key activities
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Cost structure
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Revenue streams
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Business Model Canvas
63

64. Marketing Strategy
Control
Engagement
Digital
Banners microsites
e-mail search
Tradigital
Networks communities
blogs microblogs
Social marketing engagement
Branded content
sponsorship guerilla
Non traditional
TV print radio
outdoor PR/DM
Traditional
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64

65. Marketing Strategy
Big goals
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Target audience
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Tactics
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Strategy
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Target message
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65

66. 66
New productExisting product
ExistingmarketNewmarket
Diversification
Product
Development
Market
Penetration
Market
Development
Market Penetration
Strategy
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67. Growth Strategy
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67

68. Growth Strategy
Low
High
Returns
Low High
Investments
Growth - orientedMarket - oriented
Explore
“Opportunity explorers”
“Radical innovators”
Restrain
“ Downsizers”
“ Stagnators”
Exploit
“ Profit markets ”
“ Business rebuilders”
Expand
“Business expenders”
“Business developers”
Control-orientedInnovation-oriented
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68

69. Channel Strategy
You
Customer
E- Commerce
You
OEM
Customer
Component Or
Private Label
You
Customer
Sales
persons
Direct Personal
Selling
You
Retailer
Customer
Retail (On/
Offline)
Distributer
Customer
Sales
persons
You
Indirect
69

70. Designing The Sales Force
Business life cycle stage
Start up Growth Maturity Decline
Emphasis
Role of sales force and selling partners
Size of sales force
Degree of specialization
Sales force resource allocation
Underlying customer strategy
Create awareness
and generate quick
product uptake.
Penetrate deeper
into existing segment
and develop new
ones.
Focus on efficiently
serving and retaining
existing customers.
Emphasize efficiency
project critical
customers
relationship, exit
unprofitable
segments.
70

71. Sales Force Structure 71
National Sales
Manager
Zonal Sales
Manager
Zonal Sales
Manager
Area Sales
Manager
Area Sales
Manager
Sales
Officer
Sales
Officer
Territory
Sales Officer
Independent
Sales
Representative

72. Growth /Financing Requirements
0
1
2
3
4
5
R&D Start-up Take-off Development Maturity & sale
Growthfinancingrequirements
Company life cycle
$ Family capital/
Bootstrap
$ Incubator
$ Business angels
$ Start-up funds
$ Venture capital
$ Expansion capital
$ MBO/ LBO/ Expansion
72

73. There are several likely exit scenarios
that the company could pursue
including acquisition, merger, & IPO.
o Exit strategy
Currently seeking $ 10 million
Pre –money valuation of $3 billion
o Funding request
Funding
Request And
Use Of Funds
65%
20%
15%
Key hires
Marketing
Product
Development
73

74. 74
83
15
$150k
Forecast
Jul – Dec
2019
Expenses
55
15
20
35
Funding
Request
35% spent in
Jan - Jun
2017
15% spent
in 2015
55% spent
in 2018
20% spent
in 2016
Funding
Request And
Use Of
Funds

75. Sales Channel Structures Can Be Complex
Direct
Online
Catalog
TV
Retailers
Superstores
Storefront
Dealers
Wholesale
Distributors
AggregatorsVADS
Corporate
Resellers
VARS
Integrators
Your
Company
Name Here
Commercial ConsumerEnd-customers
75

76. Communication Strategy
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needs and capture your audience's attention.
Engage
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needs and capture your audience's attention.
Connect
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needs and capture your audience's attention.
Inspire
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needs and capture your audience's attention.
Nurture
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needs and capture your audience's attention.
Spread the word
76

77. Develop sales
strategy
Develop go to
market plan
Design sales
force
Build
infrastructure
Lead management
generate
MQL/SAL/SQL
Channels
Determine optimal
route to market
Sales force size
Match selling capacity
to market demand
Sales infrastructure
Create performance
conditions for optimal
results
Account
segmentation
Segment accounts
by ideal customer profile
Sales force structure
Organization model
effectiveness vs
efficiency
Sales process
Map customer/process
buying process to
custom built process
Sales Force Assessment Framework 77

78. Sales Strategy
Right technology
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and capture your audience's attention.
Right communication
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to your needs and capture your
audience's attention.
Right process
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to your needs and capture your
audience's attention.
Right capabilities
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to your needs and capture your
audience's attention.
Right people
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to your needs and capture your
audience's attention.
Right
people
Right
capabilities
Right
process
Sales
Strategy
78

79. 79
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