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Marketing & Models
Dave Parker
@DaveParkerSEA
www.dkparker.com
Dave@dkparker.com

Copyright
DKParker, LLC
2013

“Separating the forest from
the trees from the bark”
Agenda
!  About Dave
!  Marketing Methods
!  Sales Models
!  Pricing Methods
!  Business Models
!  Financial Models
!  Q&A
Copyright
DKParker, LLC
2013
About Dave
!  VP Programs at UP Global (Startup Weekend + Startup
America)
!  Serial Entrepreneur
!  EIR at Mitsui Venture Capital
!  Board member for three mid-market, handful of startups
and advisory board for over 50+ startup companies
!  Husband, Dad
Copyright
DKParker, LLC
2013
Two Methods + Three Models
!  Marketing Methods – are mechanics to be tested
!  Sales Models – how you SELL your product.
!  Pricing Methods – how to price your product
!  Business Models – are the way to monetize, including key
metrics
!  Financial Models – include revenue and expenses. Used
for both forecast and actual

Copyright
DKParker, LLC
2013
Marketing Methods
Copyright
DKParker, LLC
2013
How many of
the Top 10 Viral
Videos 2013
were B2B?
Copyright
DKParker, LLC
2013
Copyright
DKParker, LLC
2013
5 reasons you won’t go viral
1.  Viral & Network effect is a B2C marketing method
calculated as “K Factor” k = invites sent * conversion
2.  No inherent virality in your offering – nothing to share
with other people, e.g. Facebook or WhatsApp
3.  No collaboration virality – extending your offering
4.  Your target market is too small (TAM/SAM)
5.  Budget and Creative - No “me-too” approach will work
Copyright
DKParker, LLC
2013
What you can do
!  Clear product positioning = word of mouth. Can your
message be repeated to their boss?
!  Make your product more valuable over time <REALLY?>
!  MVP vs. KAP “Kick Ass Product”
!  Free trial is different from Freemium
!  Corporate users will expense a service below a specific price
point
!  What the conversion % to paid is the question you will have
to answer
Copyright
DKParker, LLC
2013
Marketing Channels and Metrics
What are your core assumptions for marketing?
!  Track all Marketing by channel and $$ spend
!  Paid, SEO, etc.

!  Cost to create leads (traffic)
!  Cost (effort) and % convert to prospects
!  Cost (effort) and % convert to customers

Copyright
DKParker, LLC
2013
Copyright
DKParker, LLC
2013
Key Metrics - Marketing
!  Marketing methods

Your marketing metrics here:

!  Monthly Spend

!  ________________________

!  Cost of SEO

!  ________________________

!  Calculation of spend to
Lead to Prospect

!  ________________________
!  ________________________
!  ________________________

Copyright
DKParker, LLC
2013
Sales Models
Copyright
DKParker, LLC
2013
Someone has
to sell your
product – let’s
start with you
Copyright
DKParker, LLC
2013
B2B Sales Models
!  Web Direct – Advertising and conversion based sales, sales
support?, requires customers to search and find
!  Direct – internal sales people (Inside or Outside), # of deals/
Month, salary + commissions
!  Distribution/Channel Sales – Indirect or external, <# of deals/
Month, no Salary, just commission <Mindshare. Fulfill
demand, don’t create demand
!  White Label Sales/Licensing – infrastructure or license sales,
long sales cycle, few but targeted customers
!  Retail – Product on shelves - N/A
Copyright
DKParker, LLC
2013
Known
Market

Web Direct

✔

Direct

✔

Indirect

✔

Licensing

✔

Unknown
Market

Retail

Copyright
DKParker, LLC
2013

Low Price
Point

High Price
Point

✔
✔

Known Search
Words

Unknown
Search
words

✔
✔

✔

✔
✔

✔

✔
Sales Model Assumptions
The following apply to ALL models
!  Cost of Customer Acquisition (CAC)
!  Lifetime value of Customer (LTV)
!  Typically 36 month calculation

!  Time to close sale
!  How does this change with product/market maturity?

!  Churn/Retention
Copyright
DKParker, LLC
2013
Key Metrics – Sales
!  Sales Method
!  Sales Staffing
!  Sales Cycle
!  Time
!  Conversion ratios

Your sales metrics here:your
sales here:
!  ________________________
!  ________________________
!  ________________________

!  CAC
!  LTV

!  ________________________

!  Churn
Copyright
DKParker, LLC
2013

!  ________________________

!  ________________________
Pricing Methods
Copyright
DKParker, LLC
2013
You can sell
anything for
nothing

Copyright
DKParker, LLC
2013
Pricing
!  Value based pricing – don’t start too low
!  One time or recurring?
!  What do you need to charge to cover:
!  Cost of build
!  Cost of Sale
!  Profit Expectation = Cash flow

!  A/B test on closed landing pages

Copyright
DKParker, LLC
2013
Key Metrics – Pricing
!  Product variations

Your pricing metrics here:

!  One time or recurring

!  ________________________

!  Monthly/Annual

!  ________________________

!  Pricing over time

!  ________________________

!  Services

!  ________________________
!  ________________________

Copyright
DKParker, LLC
2013
Business Models
Copyright
DKParker, LLC
2013
If you have a “K
Factor” >3 you
don’t need a
business model
Copyright
DKParker, LLC
2013
6 7 8 Scalable B2B Business Models
Scalable doesn’t include services
1. Subscription – Salesforce – cost of customer acquisition,
lifetime value and churn
2. Market Place – Alibaba – average transaction,
commission on transaction
3. Lead Generation – AllStarDirectories – traffic, form data,
price per lead
4. Productizing a Service – adding scale to a service
Copyright
DKParker, LLC
2013
6 7 Scalable B2B Models, Cont.
5. Transaction Fees – Flattr, KickStarter – average transaction
fee, commission
6. Commerce – Physical Goods- Wholesale, cost of goods,
retail, average margin, physical good
7. Combinations – Multisided markets – hardware sensors,
software services with data analytics
8. Non-profit

Copyright
DKParker, LLC
2013
1. Subscription
!  Example: Salesforce , Box, Moz
!  Key Metrics
!  Average Revenue Per User (ARPU)
!  Conversion ratio – trial to purchase
!  Churn

!  Challenges: MVP won’t be enough to be KAP
!  Notes: “Consumer IT”, Moz uses no sales force.

Copyright
DKParker, LLC
2013
2. Marketplace
!  Example: Alibaba
!  Key Metrics
!  Average Transaction Amount
!  Number of Monthly Transactions
!  Commission %

!  Challenges: two sided market places require you start
with one side, value to seller
!  Notes: critical mass or marketplace required
Copyright
DKParker, LLC
2013
3. Lead Generation
!  Example: AllStarDirectories, NetQuote
!  Key Metrics
!  Cost to generate traffic
!  % conversion of form data
!  Price per lead

!  Challenges:
!  Notes:

Copyright
DKParker, LLC
2013
4. Transaction/Posting Fees
!  Example: 99Designs, KickStarter, Elance
!  Key Metrics
!  Average transaction revenue
!  Fee % per transaction
!  Number of transactions

!  Challenges:
!  Notes:

Copyright
DKParker, LLC
2013
5. Commerce
!  Example: AmazonSupply, Grainger, Go2Marine.
!  Key Metrics:
!  Wholesale or cost of goods sold
!  Average Margin %
!  Average Basket

!  Commerce – Physical Goods- Wholesale, cost of goods,
retail, average margin, physical good
!  Notes: Owns customer relationship
Copyright
DKParker, LLC
2013
6. Combinations
!  Combinations business models happen for two reasons
!  You don’t know which model is right
!  At scale you can expand revenue sources

!  Examples: Hardware sensors + software services to create
data analytics
!  Challenges – most require traction

Copyright
DKParker, LLC
2013
7. Non-Profit
!  Example: UP Global
!  Non Profit that provides programs for (consumer)
entrepreneurs
!  Majority of revenue is from Sponsors

!  Challenges: it is scalable, but requires direct sales process
for funding
!  Notes:

Copyright
DKParker, LLC
2013
Other Models – ONLY at Scale
!  Big Data Sales – Data Analytics
!  Multisided Marketplace – Etsy, Zarly
!  Panels – ability to interview panel of customers or pay for
Access. Examples: PatientsLikeMe, Toluna
!  B2B2C – please don’t hurt yourself…

Copyright
DKParker, LLC
2013
Innovative Trends
!  Groupon – lead gen with consumer benefit
!  Airbnb – enabling payments for Peer-2-peer, sharing
economy
!  Kickstarter – crowdfunding
!  Xerox – leasing equipment – 1950’s

Copyright
DKParker, LLC
2013
Financial Models
Copyright
DKParker, LLC
2013
To the Spreadsheets!
!  These details manifest in assumptions
!  Time based
!  Launch
!  Ramp
!  Scale

!  Market & Brand Development
!  Pricing
!  Overtime

Copyright
DKParker, LLC
2013
Just say “no” to $100M!
!  Avoid the Top 10 Fails Fundraising
!  Bottom Up vs. Top Down Model
!  Find a proxy for your business model “Like this for that”

Copyright
DKParker, LLC
2013
Example
Copyright
DKParker, LLC
2013
Q&A
Copyright
DKParker, LLC
2013
dave@dkparker.com
www.dkparker.com/blog
@DaveParkerSEA
Copyright
DKParker, LLC
2013
Copyright
DKParker, LLC
2013
Slides to Print
Copyright
DKParker, LLC
2013
Key Metrics - Marketing
!  Marketing methods

!  ________________________

!  Monthly Spend

!  ________________________

!  Cost of SEO

!  ________________________

!  Calculation of spend to
Lead to Prospect

!  ________________________
!  ________________________
!  ________________________

Copyright
DKParker, LLC
2013
Key Metrics – Sales
!  Sales Method

!  ________________________

!  Sales Staffing

!  ________________________

!  Sales Cycle
!  Time
!  Conversion ratios

!  ________________________

!  CAC
!  LTV
!  Churn
Copyright
DKParker, LLC
2013

!  ________________________
!  ________________________
!  ________________________
!  ________________________
Key Metrics – Pricing
!  Product variations

!  ________________________

!  One time or recurring

!  ________________________

!  Monthly/Annual

!  ________________________

!  Pricing over time

!  ________________________

!  Services

!  ________________________
!  ________________________

Copyright
DKParker, LLC
2013
Key Metrics - Business Model
!  Which Model?

!  ________________________
!  ________________________

!  Challenges

!  ________________________
!  ________________________
!  ________________________
!  ________________________

Copyright
DKParker, LLC
2013

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Dave Parker's Guide to Marketing, Sales, Pricing & Business Models

  • 1. Marketing & Models Dave Parker @DaveParkerSEA www.dkparker.com Dave@dkparker.com Copyright DKParker, LLC 2013 “Separating the forest from the trees from the bark”
  • 2. Agenda !  About Dave !  Marketing Methods !  Sales Models !  Pricing Methods !  Business Models !  Financial Models !  Q&A Copyright DKParker, LLC 2013
  • 3. About Dave !  VP Programs at UP Global (Startup Weekend + Startup America) !  Serial Entrepreneur !  EIR at Mitsui Venture Capital !  Board member for three mid-market, handful of startups and advisory board for over 50+ startup companies !  Husband, Dad Copyright DKParker, LLC 2013
  • 4. Two Methods + Three Models !  Marketing Methods – are mechanics to be tested !  Sales Models – how you SELL your product. !  Pricing Methods – how to price your product !  Business Models – are the way to monetize, including key metrics !  Financial Models – include revenue and expenses. Used for both forecast and actual Copyright DKParker, LLC 2013
  • 6. How many of the Top 10 Viral Videos 2013 were B2B? Copyright DKParker, LLC 2013
  • 8. 5 reasons you won’t go viral 1.  Viral & Network effect is a B2C marketing method calculated as “K Factor” k = invites sent * conversion 2.  No inherent virality in your offering – nothing to share with other people, e.g. Facebook or WhatsApp 3.  No collaboration virality – extending your offering 4.  Your target market is too small (TAM/SAM) 5.  Budget and Creative - No “me-too” approach will work Copyright DKParker, LLC 2013
  • 9. What you can do !  Clear product positioning = word of mouth. Can your message be repeated to their boss? !  Make your product more valuable over time <REALLY?> !  MVP vs. KAP “Kick Ass Product” !  Free trial is different from Freemium !  Corporate users will expense a service below a specific price point !  What the conversion % to paid is the question you will have to answer Copyright DKParker, LLC 2013
  • 10. Marketing Channels and Metrics What are your core assumptions for marketing? !  Track all Marketing by channel and $$ spend !  Paid, SEO, etc. !  Cost to create leads (traffic) !  Cost (effort) and % convert to prospects !  Cost (effort) and % convert to customers Copyright DKParker, LLC 2013
  • 12. Key Metrics - Marketing !  Marketing methods Your marketing metrics here: !  Monthly Spend !  ________________________ !  Cost of SEO !  ________________________ !  Calculation of spend to Lead to Prospect !  ________________________ !  ________________________ !  ________________________ Copyright DKParker, LLC 2013
  • 14. Someone has to sell your product – let’s start with you Copyright DKParker, LLC 2013
  • 15. B2B Sales Models !  Web Direct – Advertising and conversion based sales, sales support?, requires customers to search and find !  Direct – internal sales people (Inside or Outside), # of deals/ Month, salary + commissions !  Distribution/Channel Sales – Indirect or external, <# of deals/ Month, no Salary, just commission <Mindshare. Fulfill demand, don’t create demand !  White Label Sales/Licensing – infrastructure or license sales, long sales cycle, few but targeted customers !  Retail – Product on shelves - N/A Copyright DKParker, LLC 2013
  • 16. Known Market Web Direct ✔ Direct ✔ Indirect ✔ Licensing ✔ Unknown Market Retail Copyright DKParker, LLC 2013 Low Price Point High Price Point ✔ ✔ Known Search Words Unknown Search words ✔ ✔ ✔ ✔ ✔ ✔ ✔
  • 17. Sales Model Assumptions The following apply to ALL models !  Cost of Customer Acquisition (CAC) !  Lifetime value of Customer (LTV) !  Typically 36 month calculation !  Time to close sale !  How does this change with product/market maturity? !  Churn/Retention Copyright DKParker, LLC 2013
  • 18. Key Metrics – Sales !  Sales Method !  Sales Staffing !  Sales Cycle !  Time !  Conversion ratios Your sales metrics here:your sales here: !  ________________________ !  ________________________ !  ________________________ !  CAC !  LTV !  ________________________ !  Churn Copyright DKParker, LLC 2013 !  ________________________ !  ________________________
  • 20. You can sell anything for nothing Copyright DKParker, LLC 2013
  • 21. Pricing !  Value based pricing – don’t start too low !  One time or recurring? !  What do you need to charge to cover: !  Cost of build !  Cost of Sale !  Profit Expectation = Cash flow !  A/B test on closed landing pages Copyright DKParker, LLC 2013
  • 22. Key Metrics – Pricing !  Product variations Your pricing metrics here: !  One time or recurring !  ________________________ !  Monthly/Annual !  ________________________ !  Pricing over time !  ________________________ !  Services !  ________________________ !  ________________________ Copyright DKParker, LLC 2013
  • 24. If you have a “K Factor” >3 you don’t need a business model Copyright DKParker, LLC 2013
  • 25. 6 7 8 Scalable B2B Business Models Scalable doesn’t include services 1. Subscription – Salesforce – cost of customer acquisition, lifetime value and churn 2. Market Place – Alibaba – average transaction, commission on transaction 3. Lead Generation – AllStarDirectories – traffic, form data, price per lead 4. Productizing a Service – adding scale to a service Copyright DKParker, LLC 2013
  • 26. 6 7 Scalable B2B Models, Cont. 5. Transaction Fees – Flattr, KickStarter – average transaction fee, commission 6. Commerce – Physical Goods- Wholesale, cost of goods, retail, average margin, physical good 7. Combinations – Multisided markets – hardware sensors, software services with data analytics 8. Non-profit Copyright DKParker, LLC 2013
  • 27. 1. Subscription !  Example: Salesforce , Box, Moz !  Key Metrics !  Average Revenue Per User (ARPU) !  Conversion ratio – trial to purchase !  Churn !  Challenges: MVP won’t be enough to be KAP !  Notes: “Consumer IT”, Moz uses no sales force. Copyright DKParker, LLC 2013
  • 28. 2. Marketplace !  Example: Alibaba !  Key Metrics !  Average Transaction Amount !  Number of Monthly Transactions !  Commission % !  Challenges: two sided market places require you start with one side, value to seller !  Notes: critical mass or marketplace required Copyright DKParker, LLC 2013
  • 29. 3. Lead Generation !  Example: AllStarDirectories, NetQuote !  Key Metrics !  Cost to generate traffic !  % conversion of form data !  Price per lead !  Challenges: !  Notes: Copyright DKParker, LLC 2013
  • 30. 4. Transaction/Posting Fees !  Example: 99Designs, KickStarter, Elance !  Key Metrics !  Average transaction revenue !  Fee % per transaction !  Number of transactions !  Challenges: !  Notes: Copyright DKParker, LLC 2013
  • 31. 5. Commerce !  Example: AmazonSupply, Grainger, Go2Marine. !  Key Metrics: !  Wholesale or cost of goods sold !  Average Margin % !  Average Basket !  Commerce – Physical Goods- Wholesale, cost of goods, retail, average margin, physical good !  Notes: Owns customer relationship Copyright DKParker, LLC 2013
  • 32. 6. Combinations !  Combinations business models happen for two reasons !  You don’t know which model is right !  At scale you can expand revenue sources !  Examples: Hardware sensors + software services to create data analytics !  Challenges – most require traction Copyright DKParker, LLC 2013
  • 33. 7. Non-Profit !  Example: UP Global !  Non Profit that provides programs for (consumer) entrepreneurs !  Majority of revenue is from Sponsors !  Challenges: it is scalable, but requires direct sales process for funding !  Notes: Copyright DKParker, LLC 2013
  • 34. Other Models – ONLY at Scale !  Big Data Sales – Data Analytics !  Multisided Marketplace – Etsy, Zarly !  Panels – ability to interview panel of customers or pay for Access. Examples: PatientsLikeMe, Toluna !  B2B2C – please don’t hurt yourself… Copyright DKParker, LLC 2013
  • 35. Innovative Trends !  Groupon – lead gen with consumer benefit !  Airbnb – enabling payments for Peer-2-peer, sharing economy !  Kickstarter – crowdfunding !  Xerox – leasing equipment – 1950’s Copyright DKParker, LLC 2013
  • 37. To the Spreadsheets! !  These details manifest in assumptions !  Time based !  Launch !  Ramp !  Scale !  Market & Brand Development !  Pricing !  Overtime Copyright DKParker, LLC 2013
  • 38. Just say “no” to $100M! !  Avoid the Top 10 Fails Fundraising !  Bottom Up vs. Top Down Model !  Find a proxy for your business model “Like this for that” Copyright DKParker, LLC 2013
  • 44. Key Metrics - Marketing !  Marketing methods !  ________________________ !  Monthly Spend !  ________________________ !  Cost of SEO !  ________________________ !  Calculation of spend to Lead to Prospect !  ________________________ !  ________________________ !  ________________________ Copyright DKParker, LLC 2013
  • 45. Key Metrics – Sales !  Sales Method !  ________________________ !  Sales Staffing !  ________________________ !  Sales Cycle !  Time !  Conversion ratios !  ________________________ !  CAC !  LTV !  Churn Copyright DKParker, LLC 2013 !  ________________________ !  ________________________ !  ________________________ !  ________________________
  • 46. Key Metrics – Pricing !  Product variations !  ________________________ !  One time or recurring !  ________________________ !  Monthly/Annual !  ________________________ !  Pricing over time !  ________________________ !  Services !  ________________________ !  ________________________ Copyright DKParker, LLC 2013
  • 47. Key Metrics - Business Model !  Which Model? !  ________________________ !  ________________________ !  Challenges !  ________________________ !  ________________________ !  ________________________ !  ________________________ Copyright DKParker, LLC 2013