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Proprietary and Confidential
START UP
SECRETS
An insider’s guide to unfair competitive advantage
Turning Products into Com...
Proprietary and Confidential
Startup
Secrets
Series
Company Formation
Culture
Hiring
Value Proposition
Go-To-Market Strate...
Proprietary and Confidential
The problem…
We get MVP
We get product market fit
YET
We don’t get enough momentum…
To build ...
Proprietary and Confidential
The Product Company GAP
GAP
Company
startupsecrets.comTurning Products Into Companies 5
Proprietary and Confidential
The Product Company GAP
GAP
Company
startupsecrets.comTurning Products Into Companies
Go to M...
Proprietary and Confidential
The Product Company GAP
GAP
startupsecrets.comTurning Products Into Companies
Go to Market
Bu...
Proprietary and Confidential
Your product…
startupsecrets.comTurning Products Into Companies 8
Proprietary and Confidential
It’s all about the product right?
startupsecrets.comTurning Products Into Companies 9
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Your expenses will flip
From All R&D, engine...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Your expenses will flip
From All R&D, engine...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Your expenses will flip
From All R&D, engine...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Your expenses will flip
From All R&D, engine...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
So, why not plan where you want to
be when y...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Software & Services Model
62%
61%
53%
43%48%...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
What if…
You thought about this upfront!
LET...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Closing the Product Company GAP:
by Design &...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Design for Go To Market fit
PVP – Primary Va...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Value Proposition
BEFORE you build
-- What p...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Focus your value prop!
Find a PRIMARY value ...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
PRIOR to MVP
Check, recheck and triple check...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Qualitative Evaluation
Before After
Acute Pa...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Value Prop: Recap & Intersection
- 3D Soluti...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Qualify the need
Is it “blac” & white?
- (B)...
Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies
Qualify the need: B2B vs. B2C?
Is it “blac” ...
Proprietary and Confidential
It’s just a big iPod…
Is it “blac” or
white?
 (L)atent
 (A)spirational
Blatant
Latent
Aspir...
Proprietary and Confidential
Example - Apperian
• Increase revenue by 40% at counters
• Saved $2.5M+ in direct IT costs
• ...
Proprietary and Confidential
Example - Apperian
• Increase revenue by 40% at counters
• Saved $2.5M+ in direct IT costs
• ...
Proprietary and Confidential
Design for
Product Go To Market fit
 MVP and introducing MVS, MRP
startupsecrets.comTurning ...
Proprietary and Confidential
The Product Market Fit
MarketProduct
Fit
startupsecrets.comTurning Products Into Companies 31
Proprietary and Confidential
MarketMVP
The Product Market Fit
startupsecrets.comTurning Products Into Companies 32
Proprietary and Confidential
Adding to Lean Startup thinking…
Minimum Viable Product (MVP)
MVP
startupsecrets.comTurning P...
Proprietary and Confidential
The Product Market Fit Problem
here?
here?
here?
here?
Fit ?
Stretch
?
MV
P
MVP
++
here?
Mark...
Proprietary and Confidential
The Product Market Fit Solution
Market
not here
not here
not here
not here
Fit
MV
P
startupse...
Proprietary and Confidential
MV
S
MVP
Adding to Lean Startup thinking…
Minimum Viable Product (MVP)
+ Minimum Viable Segme...
Proprietary and Confidential
MV
S
MVP
Adding to Lean Startup thinking…
Minimum Viable Product (MVP)
+ Minimum Viable Segme...
Proprietary and Confidential
MV
S
MV
P
Adding to Lean Startup thinking…
Minimum Viable Product (MVP)
+ Minimum Viable Segm...
Proprietary and Confidential
MV
S
MV
P
Adding to Lean Startup thinking…
Minimum Viable Product (MVP)
+ Minimum Viable Segm...
Proprietary and Confidential
Minimum Viable Segment…
 Maintains MVProduct footprint
• Same functionality needed by all cu...
Proprietary and Confidential
vs. Office Worker
vs. White Collar
vs. Sales
vs. Office Equipment
vs. Medical Clinics
vs. Dia...
Proprietary and Confidential
No longer just Product Market Fit
 It’s about Product Go To Market Fit
• Narrow your target
...
Proprietary and Confidential
 Narrow as possible to start!
• Think small targets to dominate
 Which would you rather…
• ...
Proprietary and Confidential
Closing the Product Company GAP:
by Design & Architecture
 Design
• Product Go To Market Fit...
Proprietary and Confidential
Architecting for Business Model
SLIPPERY Products
startupsecrets.comTurning Products Into Com...
Proprietary and Confidential
Gain/Pain ratio
• Revenue
• Cost savings
• Time
• People
• Competitive advantage
• Reputation...
Proprietary and Confidential
Gain/Pain ratio
• Revenue
• Cost savings
• Time
• People
• Competitive advantage
• Reputation...
Proprietary and Confidential
Get To Market – product facilitation
What if you could
literally slip into the
lead?
startups...
Proprietary and Confidential
• Simple
• Low to no initial cost
• Installs easily
• Proves value quickly
• Plays well with ...
Proprietary and Confidential
Simple
startupsecrets.comTurning Products Into Companies 50
Proprietary and Confidential
Simple
Complexity
Simplicity
FIRST PRINCIPLES
Advantage
Disadvantage
startupsecrets.comTurnin...
Proprietary and Confidential
Simple
Advantage = Innovation / Complexity
Complexity # Simplicity
Advantage = Innovation * S...
Proprietary and Confidential
Even Simpler = Less is More!
Microsoft APPLE
startupsecrets.comTurning Products Into Companie...
Proprietary and Confidential
Example
Knowledge Management vs. Note Taking
startupsecrets.comTurning Products Into Companie...
Proprietary and Confidential
Simple
 Simplify to your C.O.R.E. value [link on startupsecrets.com]
• Create a whole produc...
Proprietary and Confidential
Low to no initial cost
 Potential for
• Frictionless trials
• Lower initial CARC
• Self iden...
Proprietary and Confidential
Low to no initial cost
 Potential for
• Frictionless trials
• Lower initial CARC
• Self iden...
Proprietary and Confidential
Low to no initial cost
• Value
• Network
• Monetization
startupsecrets.comTurning Products In...
Proprietary and Confidential
Installs easily, integrates well
 Slippery not Trip-up-ery!
startupsecrets.comTurning Produc...
Proprietary and Confidential
Installs easily, integrates well
 Reducing the Pain for customers to try, adopt, deploy
Iner...
Proprietary and Confidential
• Integrates well
– “Embrace & Extend”
Open & Extensible…
Installs easily, integrates well
s...
Proprietary and Confidential
• Integrates well
– “Embrace & Extend”
Open & Extensible…
• Assume
– Change = risky, painful...
Proprietary and Confidential
Products that integrate, play well with others…
Encourage others to
play with them…
®
LINK Te...
Proprietary and Confidential
Proves value quickly
 Consumer
• Instant gratification
 Enterprise,
• Rapid payback
 ≤3 mo...
Proprietary and Confidential
 For example
• If your product is about improving a process…
 Provide proof as part of the ...
Proprietary and Confidential
Package and progressively disclose value
VS.
startupsecrets.comTurning Products Into Companie...
Proprietary and Confidential
Package and progressively disclose value
Example: Acquia, Drupal Gardens
startupsecrets.comTu...
Proprietary and Confidential
Package and progressively disclose value
Example: Acquia, Drupal Gardens – results…
startupse...
Proprietary and Confidential
Easy to use and apply
 “OOBE!”
• Out Of the Box Experience
• Delight & entrance users
startu...
Proprietary and Confidential
 Example Salesforce.com vs SIEBEL
VS.
Easy to use and apply
startupsecrets.comTurning Produc...
Proprietary and Confidential
ROI is Obvious
 Quantifiable
• Increase revenue
• Reduce time, resources, costs
 Or
• Reduc...
Proprietary and Confidential
ROI is Obvious
(Supported by Self Proving Value)
 Example: Unidesk
startupsecrets.comTurning...
Proprietary and Confidential
StickY
 Your customers can’t live without it!
 Fulfills a real need
 Leaves customers
want...
Proprietary and Confidential
Friction Free, SLIPPERY products
• Simple
• Low to no initial cost
• Installs easily
• Proves...
Proprietary and Confidential
T 617.303.0064
@underscorevc
53 State Street, 10th Fl
Boston, MA 02109
75
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Startup Secrets - Turning Products into Companies

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You have developed a great product, but how do you build a successful company around that product?

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Startup Secrets - Turning Products into Companies

  1. Proprietary and Confidential START UP SECRETS An insider’s guide to unfair competitive advantage Turning Products into Companies by Design & Architecture @underscorevc startupsecrets.com
  2. Proprietary and Confidential Startup Secrets Series Company Formation Culture Hiring Value Proposition Go-To-Market Strategy Strategic (Brand, Positioning, Segmentation etc.) Tactical (Driving your Marketing and Sales Funnel) Business Model Turning Products into Companies Perfect Pitch Raising Funding
  3. Proprietary and Confidential The problem… We get MVP We get product market fit YET We don’t get enough momentum… To build a company We have a product company GAP! startupsecrets.comTurning Products Into Companies 4
  4. Proprietary and Confidential The Product Company GAP GAP Company startupsecrets.comTurning Products Into Companies 5
  5. Proprietary and Confidential The Product Company GAP GAP Company startupsecrets.comTurning Products Into Companies Go to Market Business Model Execution 6
  6. Proprietary and Confidential The Product Company GAP GAP startupsecrets.comTurning Products Into Companies Go to Market Business Model Execution GAP Solidworks 7
  7. Proprietary and Confidential Your product… startupsecrets.comTurning Products Into Companies 8
  8. Proprietary and Confidential It’s all about the product right? startupsecrets.comTurning Products Into Companies 9
  9. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Your expenses will flip From All R&D, engineering… Development STARTUP Sales & Marketing 10
  10. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Your expenses will flip From All R&D, engineering… to prove market acceptance, gain, repeatability Development Market Acceptanc e Sales & Marketing 11
  11. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Your expenses will flip From All R&D, engineering… to prove market acceptance, Then repeat & scale using Sales & Marketing Development Sales & Marketing SCALE 12
  12. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Your expenses will flip From All R&D, engineering… to prove market acceptance, Then repeat & scale using Sales & Marketing Sales & Marketing = 2-3x (!) Development Development Sales & Marketing SCALE 14
  13. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies So, why not plan where you want to be when you get there? EG look at CARC, your Business Model, GTM and how your PRODUCT will influence it? 15
  14. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Software & Services Model 62% 61% 53% 43%48% 29% 21% 19% 43% 50% 45% 44% 19% 14% 11% 11% L/T Model based on profitable subscription based software company 62% 48% 43% 19% 51% 29% 65% 14% 11% 45% 21% 53% 44% 19% 44% 11% 10% 35% 15% 25% Sales & Marketing = 3x Development 16
  15. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies What if… You thought about this upfront! LET’S DO IT! 17
  16. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Closing the Product Company GAP: by Design & Architecture • Design • Product Go To Market Fit • PVP • MVP • MVS • MRP • Architecture • Business Model • SLIPPERY Products • Russian Doll Pricing and Packaging • Whole Product • Services 18
  17. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Design for Go To Market fit PVP – Primary Value Proposition 19
  18. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Value Proposition BEFORE you build -- What problem are you solving? -- Who are you solving it for? 20
  19. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Focus your value prop! Find a PRIMARY value prop for a single audience Multi faceted are harder -- Chicken and Egg problems -- Serving too many masters 21
  20. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies PRIOR to MVP Check, recheck and triple check your Value Prop -- If you’re not solving a valuable problem… -- YOU’RE NOT SOLVING A VALUABLE PROBLEM ! -- And unsurprisingly you won’t build any value  -- VIABLE does not always mean VALUABLE !! 22
  21. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Qualitative Evaluation Before After Acute Pain  Absolute Joy  Vitamin vs. Penicillin 23
  22. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Value Prop: Recap & Intersection - 3D Solution • Discontinuous • Defensible • Disruptive - 4U Need • Unworkable • Unavoidable • Urgent • Underserved market(For targeting, Segmentation) Unique 24
  23. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Qualify the need Is it “blac” & white? - (B)latant - (L)atent - (A)spirational - (C)ritical Blatant Latent Aspirational Critical White Space 25
  24. Proprietary and Confidentialstartupsecrets.comTurning Products Into Companies Qualify the need: B2B vs. B2C? Is it “blac” & white? - (B)latant - (L)atent - (A)spirational - (C)ritical Blatant Latent Aspirational Critical Blatant Critical B2C Best for B2B 26
  25. Proprietary and Confidential It’s just a big iPod… Is it “blac” or white?  (L)atent  (A)spirational Blatant Latent Aspirational Critical Blatant Critical iPa d vision execution startupsecrets.comTurning Products Into Companies 27
  26. Proprietary and Confidential Example - Apperian • Increase revenue by 40% at counters • Saved $2.5M+ in direct IT costs • Roll out 17,000 iPads • Deliver worldwide no IT touch required startupsecrets.comTurning Products Into Companies 28
  27. Proprietary and Confidential Example - Apperian • Increase revenue by 40% at counters • Saved $2.5M+ in direct IT costs • Roll out 17,000 iPads • Deliver worldwide no IT touch required GAIN PAIN startupsecrets.comTurning Products Into Companies 29
  28. Proprietary and Confidential Design for Product Go To Market fit  MVP and introducing MVS, MRP startupsecrets.comTurning Products Into Companies 30
  29. Proprietary and Confidential The Product Market Fit MarketProduct Fit startupsecrets.comTurning Products Into Companies 31
  30. Proprietary and Confidential MarketMVP The Product Market Fit startupsecrets.comTurning Products Into Companies 32
  31. Proprietary and Confidential Adding to Lean Startup thinking… Minimum Viable Product (MVP) MVP startupsecrets.comTurning Products Into Companies 33
  32. Proprietary and Confidential The Product Market Fit Problem here? here? here? here? Fit ? Stretch ? MV P MVP ++ here? Market startupsecrets.comTurning Products Into Companies 34
  33. Proprietary and Confidential The Product Market Fit Solution Market not here not here not here not here Fit MV P startupsecrets.comTurning Products Into Companies 35
  34. Proprietary and Confidential MV S MVP Adding to Lean Startup thinking… Minimum Viable Product (MVP) + Minimum Viable Segment (MVS) Repeat? startupsecrets.comTurning Products Into Companies 36
  35. Proprietary and Confidential MV S MVP Adding to Lean Startup thinking… Minimum Viable Product (MVP) + Minimum Viable Segment (MVS) Repeat for … = same NEEDS startupsecrets.comTurning Products Into Companies 37
  36. Proprietary and Confidential MV S MV P Adding to Lean Startup thinking… Minimum Viable Product (MVP) + Minimum Viable Segment (MVS) = Minimum Repeatable Product (MRP) MR P Repeatable  MR P = same NEEDS startupsecrets.comTurning Products Into Companies 38
  37. Proprietary and Confidential MV S MV P Adding to Lean Startup thinking… Minimum Viable Product (MVP) + Minimum Viable Segment (MVS) = Minimum Repeatable Product (MRP) Smaller target to reference lead, dominate MR P Repeatable, Referenceable  MR P = same NEEDS startupsecrets.comTurning Products Into Companies 39
  38. Proprietary and Confidential Minimum Viable Segment…  Maintains MVProduct footprint • Same functionality needed by all customers  People reference according to the same NEEDS • Customers can compare solutions  Potential for leadership, domination • At least initial Beachhead Segment according to the same NEEDS MV S MV P = same NEEDSMR P MR P startupsecrets.comTurning Products Into Companies 40
  39. Proprietary and Confidential vs. Office Worker vs. White Collar vs. Sales vs. Office Equipment vs. Medical Clinics vs. Diagnostics + Blatant Critical need if possible: Mobile Professionals Field Workers Services Hospitals Critical Care Medical Equipment Targeting, Segmentation startupsecrets.comTurning Products Into Companies 41
  40. Proprietary and Confidential No longer just Product Market Fit  It’s about Product Go To Market Fit • Narrow your target • Segment it by need • Focus your product  Vital for • Positioning, Messaging, Communication • Packaging and Pricing • Channels & Distribution, Partner Alignment  Enables • Reference selling, network effects, virality • Overall Business alignment startupsecrets.comTurning Products Into Companies 42
  41. Proprietary and Confidential  Narrow as possible to start! • Think small targets to dominate  Which would you rather… • Expand on success? • Contract on failure?  Balance Vision vs. Execution • See post on startupsecrets.com NUMBER ONE Startup Secret Don’t be afraid to FOCUS! #1 startupsecrets.comTurning Products Into Companies 43
  42. Proprietary and Confidential Closing the Product Company GAP: by Design & Architecture  Design • Product Go To Market Fit  PVP  MVP  MVS  MRP  Architecture • Business Model  SLIPPERY Products  Russian Doll Pricing and Packaging  Whole Product  Services startupsecrets.comTurning Products Into Companies 44
  43. Proprietary and Confidential Architecting for Business Model SLIPPERY Products startupsecrets.comTurning Products Into Companies 45
  44. Proprietary and Confidential Gain/Pain ratio • Revenue • Cost savings • Time • People • Competitive advantage • Reputation • Etc.. • Inertia • Switching costs? • Default = do nothing • Alternatives? • Good enough = good enough! • RISK on a startup • Find (See) • Try • Buy • Implement • Deploy • Own – eg TCO Inertia, RISK Gain Pain >10 startupsecrets.comTurning Products Into Companies 46
  45. Proprietary and Confidential Gain/Pain ratio • Revenue • Cost savings • Time • People • Competitive advantage • Reputation • Etc.. • Inertia • Switching costs? • Default = do nothing • Alternatives? • Good enough = good enough! • RISK on a startup • Find (See) • Try • Buy • Implement • Deploy • Own – eg TCO Inertia, RISK Gain Pain >10 Product Lifecycle startupsecrets.comTurning Products Into Companies 47
  46. Proprietary and Confidential Get To Market – product facilitation What if you could literally slip into the lead? startupsecrets.comTurning Products Into Companies 48
  47. Proprietary and Confidential • Simple • Low to no initial cost • Installs easily • Proves value quickly • Plays well with others • Easy to use • ROI is obvious • Your customers can’t live without it – it’s stickY Friction Free, SLIPPERY products startupsecrets.comTurning Products Into Companies 49
  48. Proprietary and Confidential Simple startupsecrets.comTurning Products Into Companies 50
  49. Proprietary and Confidential Simple Complexity Simplicity FIRST PRINCIPLES Advantage Disadvantage startupsecrets.comTurning Products Into Companies 51
  50. Proprietary and Confidential Simple Advantage = Innovation / Complexity Complexity # Simplicity Advantage = Innovation * Simplicity Advantage # Disadvantage Disadvantage = Innovation * Complexity startupsecrets.comTurning Products Into Companies 52
  51. Proprietary and Confidential Even Simpler = Less is More! Microsoft APPLE startupsecrets.comTurning Products Into Companies 53
  52. Proprietary and Confidential Example Knowledge Management vs. Note Taking startupsecrets.comTurning Products Into Companies 54
  53. Proprietary and Confidential Simple  Simplify to your C.O.R.E. value [link on startupsecrets.com] • Create a whole product with partnerships • And or Open Source etc Capabilities Of Really Exceptional Value Focus on it! C.O.R.E. Value startupsecrets.comTurning Products Into Companies 55
  54. Proprietary and Confidential Low to no initial cost  Potential for • Frictionless trials • Lower initial CARC • Self identifying Freemium prospects  http://www.wired.com/techbiz/it/magazine/16-03/ff_free startupsecrets.comTurning Products Into Companies “Freeconomics" 56
  55. Proprietary and Confidential Low to no initial cost  Potential for • Frictionless trials • Lower initial CARC • Self identifying Freemium prospects  Free-fall, free-fail ? • It’s worth what people are paying for it = nothing = no proof of value • And perceived value can also be zero • Ultimately have to upsell startupsecrets.comTurning Products Into Companies 57
  56. Proprietary and Confidential Low to no initial cost • Value • Network • Monetization startupsecrets.comTurning Products Into Companies 58
  57. Proprietary and Confidential Installs easily, integrates well  Slippery not Trip-up-ery! startupsecrets.comTurning Products Into Companies 59
  58. Proprietary and Confidential Installs easily, integrates well  Reducing the Pain for customers to try, adopt, deploy Inertia, RISK Gain Pain >10 startupsecrets.comTurning Products Into Companies 60
  59. Proprietary and Confidential • Integrates well – “Embrace & Extend” Open & Extensible… Installs easily, integrates well startupsecrets.comTurning Products Into Companies 61
  60. Proprietary and Confidential • Integrates well – “Embrace & Extend” Open & Extensible… • Assume – Change = risky, painful, time consuming & costly Incumbents far and wide Applications Operating environments Business processes Human skills Installs easily, integrates well startupsecrets.comTurning Products Into Companies 62
  61. Proprietary and Confidential Products that integrate, play well with others… Encourage others to play with them… ® LINK Technology Partners startupsecrets.comTurning Products Into Companies LINK program 63
  62. Proprietary and Confidential Proves value quickly  Consumer • Instant gratification  Enterprise, • Rapid payback  ≤3 months is great  >12 months is bad startupsecrets.comTurning Products Into Companies 64
  63. Proprietary and Confidential  For example • If your product is about improving a process…  Provide proof as part of the product! • Baseline current before the product usage • Provide key metrics, visibility into progress • Integrate analytics, dashboards • Clearly surface reports that prove the value Self proving value startupsecrets.comTurning Products Into Companies 65
  64. Proprietary and Confidential Package and progressively disclose value VS. startupsecrets.comTurning Products Into Companies 66
  65. Proprietary and Confidential Package and progressively disclose value Example: Acquia, Drupal Gardens startupsecrets.comTurning Products Into Companies 67
  66. Proprietary and Confidential Package and progressively disclose value Example: Acquia, Drupal Gardens – results… startupsecrets.comTurning Products Into Companies 68
  67. Proprietary and Confidential Easy to use and apply  “OOBE!” • Out Of the Box Experience • Delight & entrance users startupsecrets.comTurning Products Into Companies 69
  68. Proprietary and Confidential  Example Salesforce.com vs SIEBEL VS. Easy to use and apply startupsecrets.comTurning Products Into Companies 70
  69. Proprietary and Confidential ROI is Obvious  Quantifiable • Increase revenue • Reduce time, resources, costs  Or • Reduce risk • Drives competitive advantage (ties to fast payback) startupsecrets.comTurning Products Into Companies 71
  70. Proprietary and Confidential ROI is Obvious (Supported by Self Proving Value)  Example: Unidesk startupsecrets.comTurning Products Into Companies 72
  71. Proprietary and Confidential StickY  Your customers can’t live without it!  Fulfills a real need  Leaves customers wanting more ! startupsecrets.comTurning Products Into Companies 73
  72. Proprietary and Confidential Friction Free, SLIPPERY products • Simple • Low to no initial cost • Installs easily • Proves value quickly • Plays well with others • Easy to use • ROI is obvious • Your customers can’t live without it – it’s stickY Think of how this improves the Gain/Pain Ratio in our Value Proposition Workshop Gain Pain startupsecrets.comTurning Products Into Companies 74
  73. Proprietary and Confidential T 617.303.0064 @underscorevc 53 State Street, 10th Fl Boston, MA 02109 75

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