Taking Technology to Market (Developing a Go To Market Strategy)

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This presentation is part of a suite of presentations that we use in a structured fashion in our consulting activities to assist with the process of commercialising technology.

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Taking Technology to Market (Developing a Go To Market Strategy)

  1. 1. Developing an innovative go-to-market strategy<br />An Innovation Catalyst™ Seminar<br />Prepared and Presented by <br />Marcus Tarrant<br />Managing Director<br />Mission HQ Pty. Ltd. ATF the Innovate Trust<br />
  2. 2. Contact Details<br />Marcus Tarrant<br />Managing Director<br />Mission HQ Pty. Ltd. ATF the Innovate Trust<br />Marcus.tarrant@missionhq.com.au<br />+61 3 9005 9710<br />www.missionhq.com.au<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />2<br />
  3. 3. Copyright ©2010 Mission HQ. <br />The content, format, structure and communication technique utilised in this document are the intellectual property of Mission HQ Pty. Ltd.<br />This document is strictly classified as “Commercial in Confidence” and intended only for recipients expressly authorised by Mission HQ. Any modification or distribution under altered expression, by any means, in its entirety or in parts, to any person without written approval from Mission HQ is expressly prohibited. <br />Natural Persons or bodies corporate may not copy, retransmit, distribute, publish or otherwise transfer any copyrighted material to third parties or contractors without the express permission of Mission HQ.<br />This document is intended to reflect MISSION HQ’s high-level overview of the a Go-To-Market Strategy. It does not constitute formal professional advice or a recommendation to potential licensors, tax advisors, inventors or other third parties as to a course of action in respect of the processes addressed, and should not be relied on as such. All care is taken in the preparation of this document but MISSION HQ bears no responsibility as to the contents of this document and disclaims any liability with respect to its use or misuse.<br />Intellectual Property & Disclaimer<br />
  4. 4. Seminar Agenda<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />4<br />
  5. 5. Quote<br /> There are three kinds of companies, those that make new things happen, those that watch new things happen, and those that wonder what happened<br />Anonymous<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />5<br />
  6. 6. About Mission HQ Pty. Ltd.<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />6<br />Some recent past clients of Mission HQ and the team:<br />
  7. 7. Why does a Go-To-Market Strategy Matter?<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />7<br />
  8. 8. The future of your organisation depends on it<br />Reduce time to market<br />Reduce cost associated with failed go-to-market attempts<br />Reduce reputation risk<br />Reduce risk of product success<br />Increase ability to adapt quickly<br />Ensure regulatory compliance<br />Enhance customer experience<br />Manage innovation adoption issues<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />8<br />
  9. 9. But why today more than ever?<br />Channels to market more complex than ever<br />Access to channels more competitive than ever<br />Path to market is now not always clear<br />Business demand for quick results means choosing the wrong path to market can mean premature death of a great product or service<br />More regulation and compliance<br />Many channels to market for innovative products have the potential to cause channel conflict with existing products.<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />9<br />
  10. 10. So What is a Go-To-Market Strategy?<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />10<br />
  11. 11. So what is a Go-To-Market Strategy?<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />11<br />New Thing<br />Customers<br />
  12. 12. What’s so hard about that?<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />12<br />Joint Ventures<br />Collaborators<br />Distributors<br />Product Partners<br />Technology Partners<br />Channel Partners<br />New Thing<br />Customers<br />Affiliates<br />Website<br />Mobile<br />
  13. 13. how do we get from here...<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />13<br />Joint Ventures<br />Collaborators<br />Distributors<br />Product Partners<br />Technology Partners<br />Channel Partners<br />New Thing<br />Customers<br />Affiliates<br />Website<br />Mobile<br />
  14. 14. To here...<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />14<br />Technology Partners<br />Channel Partners<br />New Thing<br />Customers<br />Affiliates<br />Website<br />
  15. 15. Without this<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />15<br />
  16. 16. Or this,...<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />16<br />
  17. 17. we need a map...<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />17<br />
  18. 18. some context...<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />18<br />Develop Vision and Strategy<br />Operational Processes<br />Define business concept and long term vision<br />Develop business strategy<br />Develop long term vision<br />Develop & Manage Products & Services<br />Manage product and service portfolio<br />Develop products and services<br />Market & Sell Products & Services<br />Understand markets & customers<br />Go To Market Strategy<br />Develop sales strategy<br />Develop & manage marketing plans<br />Develop & manage sales plans<br />Deliver products & services<br />Plan for and acquire necessary resources<br />Procure materials and services<br />Produce/Manufacture/Deliver product<br />Deliver service to customer<br />Manage logistics and warehousing<br />Manage Customer Service<br />Develop customer care/customer service strategy<br />Plan and manage customer service operations<br /> Measure and evaluate customer service operations<br />Develop & Manage Human Capital<br />Manage Information Tech.<br />Manage Financial Resources<br />Program & Portfolio management<br />Manage knowledge & improvement<br />Manage External relationships<br />Support Processes<br />Manage OH&S<br />Develop & manage HR<br />Manage information<br />Perform planning & mgmt acct.<br />Maintain project/ program methodology<br />Determine environment<br />Build Stakeholder relationsipos<br />Create & manage organisational performance metrics<br />Recruit, source & select employees<br />IT Customer relationships<br />Perform revenue accounting<br />Develop OH&S Programme<br />Manage Portfolio<br />Manage gov.& ind. relationships<br />Benchmark performance & manage change<br />Develop & Counsel <br />Continuity and Risk<br />Perform general acct. & reporting<br />Train & educate employees<br />Manage board relations<br />Manage Programmes<br />Reward & retain employees<br />Develop IT solutions<br />Manage fixed assets & proejcts<br />Monitor OH&S Programme<br />Develop enterprise wide knowledge management<br />Manage legal & ethical issues<br />Re-deploy and retire employees<br />Deploy IT solutions<br />Process Payroll<br />Ensure compliance<br />Manage Projects & resource allocation<br />Manage Innovation<br />Manage Public Relations program<br />Manage Employee info.<br />Support IT services.<br />Process payables & expenses.<br />Manage remediation<br />
  19. 19. a start and end point...<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />19<br />Process Scope: <br />A go to market strategy structures and defines the activities and participants (‘channels’) that connect a product or service to customers.<br />Develop Go To Market Strategy<br />Inputs: <br />An opportunity we would like to progress through to customer engagement<br />Outputs: <br />Identified market channel(s) and the cost of utilising those channels<br />
  20. 20. ...and a process.<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />20<br />Refining your go-to market strategy.<br />
  21. 21. But, after searching<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />21<br />
  22. 22. We concluded<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />22<br />
  23. 23. That none existed<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />23<br />
  24. 24. So we built one<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />24<br />
  25. 25. And tested it<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />25<br />
  26. 26. It works!<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />26<br />
  27. 27. Developing Your Go-To Market Strategy<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />27<br />
  28. 28. The Map<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />28<br />
  29. 29. The Process<br />Details of the Go-To-Market Strategy development process have been removed from this presentation.<br />For further information contact Mission HQ at www.missionhq.com.au<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />29<br />
  30. 30. How can we help?<br />Providing training for your team on the Go-to-market process<br />Running go-to market workshops to assist in specifying your strategy<br />Supporting execution of your go-to market strategy through a structured approach.<br />Mission HQ undertakes consulting activities for government and business to assist in realising value from innovation.<br />Thank You for your attendance.<br />© Mission HQ Pty. Ltd. All Rights Reserved<br />30<br />

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