Perspective on Go To Market

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Some thoughts on how to view your business in the market place and thereby evolve your strategy of handling potential risks and creating appropriate marketing pitch.

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Perspective on Go To Market

  1. 1. …Some perspectives…Manish Singhal, Chief SaarthiSaarthi Integrated Consulting LLPwww.saarthiconsulting.com ©  Copyright  Saarthi  Integrated  Consul5ng  LLP.  All  rights  reserved  
  2. 2. New Product Re-invented Product New Market (Re-segmented Market)Old NewMarket Market Re-invented Market Existing Market (Re-segmented market) Old Product ©  Copyright  Saarthi  Integrated  Consul5ng  LLP.  All  rights  reserved  
  3. 3. New Re-segmented Market New Market Product Google+ Facebook, Linkedin, Metro Service in BLR Amazon Online shopping Multiplexes at their launch iPOD / iPAD time Multiplexes Old New Market Market Volvo service in Bangalore Low cost airlines Deccan Airlines (when it TVs/Fridges/Washing started) Machines/White goods Flipkart Existing Market Old Re-invented Market Product*  Some  examples  may  exist  in  mul1ple  quadrants   ©  Copyright  Saarthi  Integrated  Consul5ng  LLP.  All  rights  reserved  
  4. 4. NewRe-segmented Market New Market Product Customer Adaption / Non Competition can catch up fast consumption Staying ahead of the race Other Startups e.g. G+ e.g. Seventymm (online DVD rental)Old NewMarket Market No customer need in the new mkt Crowded Space – Margins & Customer Adaption / Non Market Share always under consumption pressure New products e.g. Mobile carrier / handset, e.g. Kellogs (at launch), Paramount hotels Old airwaysExisting Market Product Re-invented Market ©  Copyright  Saarthi  Integrated  Consul5ng  LLP.  All  rights  reserved  
  5. 5. NewRe-segmented Market New Market Product Clear Distinction for the new Build new use case scenarios and product wrt old ones for gaps evangelize and how it can benefit e.g. G+ created noise around consumer privacy & circles (to distinguish e.g. Facebook showed a way to from FB) connect with people around the world, Linkedin did the same forOld professional network NewMarket Market Typically it is cost / feature race Targeted customer education about GTM is largely based on new possibilities / options communicating differentiation e.g. Deccan introduced Rs 1/- ticket Big ad budgets to appeal to the railway customers e.g. mobile carriers OldExisting Market Product Re-invented Market ©  Copyright  Saarthi  Integrated  Consul5ng  LLP.  All  rights  reserved  
  6. 6. www.saarthiconsulting.com www.facebook.com/saarthiconsulting ©  Copyright  Saarthi  Integrated  Consul5ng  LLP.  All  rights  reserved  

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