Peter Pham Startonomics LA


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Peter Pham Startonomics LA

  1. 1. Pitching & Packaging for Partnerships : How to Land Amazing Deals & Tell If They're Working <ul><li>Peter Pham </li></ul><ul><li>CEO BillShrink </li></ul>
  2. 2. Why Partner? <ul><li>Do more with less </li></ul><ul><ul><li>Focus on what you do best and what creates your competitive advantage </li></ul></ul><ul><li>Leverage each other for the benefit of both </li></ul><ul><ul><ul><li>Traffic </li></ul></ul></ul><ul><ul><ul><li>Revenue </li></ul></ul></ul><ul><ul><ul><li>Users </li></ul></ul></ul>
  3. 3. You Get.. <ul><li>Partners can help accelerate </li></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><ul><li>Legitimize your technology </li></ul></ul><ul><ul><li>Make you seem bigger than you are.. </li></ul></ul>
  4. 4. They get to upgrade.. <ul><li>“ You’ve built what we’ve wanted to for years, but just didn’t have the resources” </li></ul>
  5. 5. What to look for <ul><li>Find combination of </li></ul><ul><ul><li>small startups – nimble quicker deals </li></ul></ul><ul><ul><li>larger partners – bigger numbers but slow </li></ul></ul><ul><li>Find deals that are win-win or you will lose-lose </li></ul>
  6. 6. Examples
  7. 7. Examples
  8. 8. Research <ul><ul><li>upstream/downstream traffic </li></ul></ul><ul><ul><li>competitors of possible partners </li></ul></ul><ul><ul><li>Demographic profile </li></ul></ul><ul><ul><li>Reach </li></ul></ul><ul><li>Stay on top of your space with a great RSS reader and follow your space religiously </li></ul><ul><ul><li>Techcrunch techmeme etc to find similar deals or gaps in potential partner products </li></ul></ul>
  9. 9. Competitors <ul><li>Google Alerts is your friend </li></ul><ul><li>Do the same research for your competitors as you would partners </li></ul><ul><li>Find their traffic sources – SEO, SEM, partners and see how you can win </li></ul>
  10. 10. Networking <ul><li>Great list for 2009 conferences at </li></ul><ul><li>Use your Advisors and Investors for Intro’s </li></ul>
  11. 11. Deal Hunting <ul><li>It’s never too early to start don’t wait till you’re “ready” </li></ul><ul><li>Big game hunting takes months so start early </li></ul>hunting
  12. 12. Pitch <ul><li>Find their hot button (if you did your market research you’d know) </li></ul><ul><li>Template, but customize the pitch based on the hot button </li></ul><ul><li>Mockup, mockup, mockup (do the thinking for them) </li></ul>
  13. 13. Move the deal forward <ul><li>Know their competitors cold </li></ul><ul><ul><li>Nothing moves partners faster than knowing you are working with their competitor </li></ul></ul><ul><ul><li>Set deadlines that you need to make strategic decision on who to work with </li></ul></ul><ul><li>Keep driving the deal </li></ul><ul><ul><li>Weekly status updates of who owes what to whom </li></ul></ul><ul><ul><li>Weekly or weekly calls with a PM </li></ul></ul>
  14. 14. Legal <ul><li>Get a lawyer involved early </li></ul><ul><ul><li>Remember it’s your IP, you are NOT co-developing. </li></ul></ul><ul><ul><li>Iframes, API’s are ideal </li></ul></ul><ul><ul><li>Indemnification, who owns the user rights to market to the user), and try to avoid exclusive deals </li></ul></ul><ul><ul><li>Right to their marks, joint press release and use of their branding </li></ul></ul><ul><ul><li>Privacy policy, terms of use, etc. </li></ul></ul>
  15. 15. And get a good lawyer…
  16. 16. Replicate and Scale <ul><li>Through deal flow - Learn what everyone’s needs and limitations are </li></ul><ul><li>Start building the scalable infrastructure early </li></ul><ul><li>Build out demo sites for partners </li></ul><ul><ul><li>Nothing sells better than something they can touch </li></ul></ul><ul><li>Can you build a simple self serve version? </li></ul><ul><ul><li>Javascript, iframes, API’s etc. </li></ul></ul>
  17. 17. Which deal to do when <ul><li>Value </li></ul><ul><ul><li>Does doing this deal increase value to the company </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Realistic annual revenue potential </li></ul></ul><ul><li>Reach </li></ul><ul><ul><li>How large is their reach and what % will you get </li></ul></ul><ul><li>Brand </li></ul><ul><ul><li>How much PR/brand value is this deal </li></ul></ul><ul><ul><li>Will it help you get the next deal? </li></ul></ul><ul><li>Effort </li></ul><ul><ul><li>How much time/effort vs. other thngs </li></ul></ul>
  18. 18. Measure <ul><li>Manage by Measuring </li></ul><ul><ul><li>manage expectations consistently by providing data </li></ul></ul><ul><ul><ul><li>Click thru, conversions, lifetime value, revenue, uniques etc </li></ul></ul></ul><ul><ul><li>Send monthly reports so there’s no surprises </li></ul></ul><ul><ul><li>  Get more deals </li></ul></ul><ul><ul><ul><li>Case studies, references, PR all driven by numbers </li></ul></ul></ul>
  19. 19. <ul><li>[email_address] </li></ul><ul><li>Twitter - @peterpham </li></ul>