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The “Accelerated Commercialisation
Framework” (ACF)
by Ceyda Technologies




                                      Author...
Agenda
 [Introduction]
 [The “Accelerated Commercialisation Framework” (ACF)]
 [Pre-Commericalisation]
 [Product / Service...
Introduction
 Most technology business lack
    Key Commercialisation & Sales & Marketing skills
 “Build it and they will ...
“ACF” Snap Shot
Start-up                      The Company Lifecycle                      Integrated Corporation




      ...
Pre-Commercialisation Process

                                    A   CAPABILITY
              PRE
        COMMERCIALISAT...
Best Practice & Key Metrics
 [Pre-Commercialisation]
 [Intellectual Property Assessment]
 [Asset or Liability.]
 [Commerci...
Product Development Strategy

                                                  A    CAPABILITY
                          ...
Best Practice & Key Metrics
 [Product Development]
 [Definition]
 [Clearly defined scope.]
 [Development]
 [Consistent app...
Strategic Marketing Process

                                                                   A   CAPABILITY
           ...
Best Practice & Key Metrics
 [Strategic Marketing]
 [Market Definition]
 [Snap shot Analysis and Assessment.]
 [Market Siz...
Marketing Strategy & Process

                                                                                         A  ...
Best Practice & Key Metrics
 [Marketing Strategy]
 [Messaging]
 [Core message & association of offering.]
 [Positioning]
 ...
Marketing Planning & Process

                                                                                            ...
Best Practice & Key Metrics
 [Marketing Planning]
 [Messaging]
 [Who and how many times?]
 [Medium]
 [Type, access and val...
Sales Strategy & Process

                       A   CAPABILITY
SALES STRATEGY
  & EXECUTION
                       B   FA...
Best Practice & Key Metrics
 [Sales Strategy]
 [Model]
 [Direct or indirect (Channel development).]
 [Sales & Business Dev...
Opportunity Creation & Management

                           A   CAPABILITY
         OPPORTUNITY
         MANAGEMENT
    ...
Best Practice & Key Metrics
 [Opportunity Management]
 [Business Development Process]
 [Methodology Adoption.]
 [Pipeline ...
How we deliver

[Packaged or Adhoc service delivery]
[ACF components modular or complete]
[Vertical & Horizontal integrati...
Engagement Process

 Meeting &   Discovery &                  Process &       Scope
Assessment   Integration              ...
Engagement Process

                      ACF Delivery Options
                         *Option 1- Core2Content Package
Ce...
Engagement Process

                           ACF Delivery Options cont..
                             Option 3 – Content...
Summary of Accelerated
               Commercialisation Framework
                                                        ...
Who is Ceyda Technologies?
 [Niche Consulting Company]
 [Founded September 2006]
 [Specialists in IT & T Industry]
 [Over ...
Benefits of working with us?
 Consistent Approach
    Specialised Framework and Methodologies
 [Access to high value skill...
Contact information

 David Sinclair
   Founder & Director
   david@ceyda.com.au
   +61 412 227 895
   http://www.ceyda.co...
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Ceyda Acf Framework Web

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Ceyda Technologies' Accelerated Commercialisation Framework. Developed to assist Technology & Services Companies successful commercialise their product and services

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Ceyda Acf Framework Web

  1. 1. The “Accelerated Commercialisation Framework” (ACF) by Ceyda Technologies Author: David Sinclair Ceyda Technologies 19th September 2008 © Ceyda Technologies 2008
  2. 2. Agenda [Introduction] [The “Accelerated Commercialisation Framework” (ACF)] [Pre-Commericalisation] [Product / Services Strategy] [Strategic Marketing] [Marketing Strategy & Execution] [Marketing Planning] [Sales Strategy & Execution] [Opportunity Management] [How we deliver] Engagement Process Summary of Framework Benefits of Working with Us Contact © Ceyda Technologies 2008
  3. 3. Introduction Most technology business lack Key Commercialisation & Sales & Marketing skills “Build it and they will come” is NOT a viable strategy Access to a key consistent framework is difficult Access to skills is problematic Technology Myopia is predominant The Company Lifecycle (incomplete) Start up => Integrated Corporation © Ceyda Technologies 2008
  4. 4. “ACF” Snap Shot Start-up The Company Lifecycle Integrated Corporation PRE SALES & PRODUCT STRATEGIC MARKETING COMMERCIALISATION MARKETING STRATEGY MARKETING PLANNING STRATEGY [Provides for process and outcome management] SALES OPPORTUNITY EXECUTION MANAGEMENT [Accessible in Adhoc or Programmatical manner] © Ceyda Technologies 2008
  5. 5. Pre-Commercialisation Process A CAPABILITY PRE COMMERCIALISATION B FACILITATION A A B A input PRODUCT PROTECTION VIABILITY ATTRIBUTES DEFINITION STRATEGY TANGIBLE OR PRODUCT OFFER 1 IP ASSESSMENT 2 3 OR SERVICE 4 INTANGIBLE DESCRIPTION PRODUCT DEFINITION © Ceyda Technologies 2008
  6. 6. Best Practice & Key Metrics [Pre-Commercialisation] [Intellectual Property Assessment] [Asset or Liability.] [Commercial Viability] [Investment, Scope, Size and Access to Market.] [Attributes] [Form and Function.] [Define Offering] [Offering = Market Attractiveness.] © Ceyda Technologies 2008
  7. 7. Product Development Strategy A CAPABILITY PRODUCT STRATEGY B FACILITATION B B B A DEFINITION DEVELOPMENT VALIDATE RELEASE MARKET READY SCOPE OF TECHNOLOGY TECHNICAL COMMERCIAL 1 OFFERING 2 FRAMEWORK 3 CONTENT 4 READINESS METHODOLOGY APPLICATION STRATEGIC MARKETING © Ceyda Technologies 2008
  8. 8. Best Practice & Key Metrics [Product Development] [Definition] [Clearly defined scope.] [Development] [Consistent approach across methodologies & technologies] [Validation] [Scope, viability and market relevance.] [Commercial Release] [Packaging, content & preliminary commercials.] © Ceyda Technologies 2008
  9. 9. Strategic Marketing Process A CAPABILITY STRATEGIC MARKETING B FACILITATION A A A A MARKET input MARKET MARKET TARGET REVENUE DEFINITION SIZE SEGMENT MARKET POTENTIAL MARKET TOTAL INDUSTRY CUSTOMER 1 IDENTIFICATION 2 ADDRESSABLE 3 GEOGRAPHY 4 DEFINITION & & ANALYSIS MARKET OR SOLUTION ATTRIBUTES SALES & MARKETING STRATEGY © Ceyda Technologies 2008
  10. 10. Best Practice & Key Metrics [Strategic Marketing] [Market Definition] [Snap shot Analysis and Assessment.] [Market Sizing] [Consolidated Assessment.] [Market Segmentation] [Presumption of need - geographic, industry or solution.] [Target Market] [Validation for need and selection.] © Ceyda Technologies 2008
  11. 11. Marketing Strategy & Process A CAPABILITY MARKETING STRATEGY B FACILITATION A A A A MARKET input MARKET STRATEGY MESSAGE STRATEGY MESSAGING POSITIONING DEVELOPMENT TESTING EFFECTIVENES CORE VALUE STRATEGY AWARENESS 1 MESSAGING 2 PROPOSITION 3 GENERATION 4 DEVELOPMENT MARKET PLANNING © Ceyda Technologies 2008
  12. 12. Best Practice & Key Metrics [Marketing Strategy] [Messaging] [Core message & association of offering.] [Positioning] [Clear proposition of value.] [Strategy Development] [Define objective and approach.] [Message Testing] [Initial value response and awareness ] © Ceyda Technologies 2008
  13. 13. Marketing Planning & Process A CAPABILITY MARKETING PLANNING B FACILITATION A A A A MESSAGING input MESSAGE MESSAGE MESSAGING BRAND STRATEGY MEDIUM DEVELOPMENT EFFECTIVENESS ASSESSMENT FREQUENCY MEDIA & CONTENT RESPONSE 1 & REACH 2 METHOD 3 GENERATION 4 RATES MARKET AWARENESS © Ceyda Technologies 2008
  14. 14. Best Practice & Key Metrics [Marketing Planning] [Messaging] [Who and how many times?] [Medium] [Type, access and value.] [Content] [Structure, form and quality.] [Effectiveness] [Return on medium and message.] © Ceyda Technologies 2008
  15. 15. Sales Strategy & Process A CAPABILITY SALES STRATEGY & EXECUTION B FACILITATION A A A SALES BUSINESS input INITIAL DEMAND MODEL DEVELOPMENT BUSINESS GENERATION PROCESS DEVELOPMENT DIRECT OR PROCESS & DEMAND 1 INDIRECT 2 OPERATIONS 3 TESTING OPPORTUNITY MANAGEMENT © Ceyda Technologies 2008
  16. 16. Best Practice & Key Metrics [Sales Strategy] [Model] [Direct or indirect (Channel development).] [Sales & Business Develop Operations] [Process & Management models.] [Early Stage Business Development] [Initial Demand Test ] © Ceyda Technologies 2008
  17. 17. Opportunity Creation & Management A CAPABILITY OPPORTUNITY MANAGEMENT B FACILITATION A A A A BUSINESS REVENUE DEVELOPMENT input PIPELINE RELATIONSHIP CONTRACT DEVELOPMENT DEVELOPMENT EXECUTION GENERATION PROCESS METHODOLOGY QUALIFY & BUILDING CLOSING 1 ADOPTION 2 FORECAST 3 RAPPORT 4 DEALS CUSTOMER ACQUISITION © Ceyda Technologies 2008
  18. 18. Best Practice & Key Metrics [Opportunity Management] [Business Development Process] [Methodology Adoption.] [Pipeline Development] [Qualify & Forecasting = Growth.] [Relationship Development] [Building client confidence.] [Contract] [Negotiation and Close.] © Ceyda Technologies 2008
  19. 19. How we deliver [Packaged or Adhoc service delivery] [ACF components modular or complete] [Vertical & Horizontal integration available.] [Provides process and outcome management] [Available in Adhoc or programmatical manner] © Ceyda Technologies 2008
  20. 20. Engagement Process Meeting & Discovery & Process & Scope Assessment Integration Outcome Completion Management Proposal Proposal Opportunity Review & Generation Acceptance Gap Assessment Proposal Recruiter Team) © Ceyda Technologies 2008
  21. 21. Engagement Process ACF Delivery Options *Option 1- Core2Content Package Ceyda Technologies • Minimum fee - $30,000 + GST Provided by • Covers x-section of ACF process • Package Business Plan & Strategy *Option 2 - Context2Content Package • Minimum fee - $7,500 + GST • Any single module of ACF *Note: Excludes Sales Execution & Opportunity Management Recruiter Team) © Ceyda Technologies 2008
  22. 22. Engagement Process ACF Delivery Options cont.. Option 3 – Content2Customer Technologies2Market.com • Initial Business Development • Minimum 3 month contract Provided by • P.O.A. Option 4 - Context2Customer • Sale Execution / Opportunity Management • Minimum 12 month contract • P.O.A. © Ceyda Technologies 2008
  23. 23. Summary of Accelerated Commercialisation Framework TM 1 2 1 2 1 PRE SALES & PRODUCT STRATEGIC MARKETING COMMERCIALISATION MARKETING STRATEGY MARKETING PLANNING STRATEGY 3 3 1 PROCESS & OUTCOME 1 1 Our SALES OPPORTUNITY 2 FACILITATION & DEVELOPMENT EXECUTION MANAGEMENT Capabilities 3 3 3 KNOWLEDGE & LEARNING © Ceyda Technologies 2008
  24. 24. Who is Ceyda Technologies? [Niche Consulting Company] [Founded September 2006] [Specialists in IT & T Industry] [Over 50 years of commercial & management experience] Market & Business Development Sales & Marketing Training Business Advisory & Consulting Commercialisation [Clients:] Global & Local Technology Vendors Academic Institutions Start Ups & Venture Companies © Ceyda Technologies 2008
  25. 25. Benefits of working with us? Consistent Approach Specialised Framework and Methodologies [Access to high value skills and expertise] Project or opportunity based [Tactical or Strategic Engagements] Flexible delivery model [Limited additional overheads] Contract for outcomes [Low risk engagement models] Accelerate returns for initiatives © Ceyda Technologies 2008
  26. 26. Contact information David Sinclair Founder & Director david@ceyda.com.au +61 412 227 895 http://www.ceyda.com.au THANK YOU © Ceyda Technologies 2008

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