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A BIZ DEV
PLAYBOOK
FOR STARTUPS

WHY, WHEN AND HOW TO DO DEALS
TO HELP YOUR BUSINESS WIN
WHAT IS BIZ DEV?
 Business development means establishing
 relationships and doing deals to help your company.


      Sal...
BIZ DEV FOR EARLY
STAGE STARTUPS
Your unfair advantages:
  • Cutting edge tech
  • Nimble dev iteration
  • Optimization a...
HOW BIZ DEV PLAYS
ARE DESIGNED
Three case studies:
• Yardbarker and FoxSports.com
• BigDoor and NFL.com
• Fantasy Moguls a...
YARDBARKER
The challenge:
Substantial amount of unique user generated
content and a core community.
Need more traffic to d...
YARDBARKER AND
FOXSPORTS.COM
YardBarker:
   • Access to large base of sports fans
   • Provide new fresh content
   • Dist...
YARDBARKER AND
FOXSPORTS.COM
YARDBARKER AND
FOXSPORTS.COM
Quid pro quo:




       Distribution   Unique, low
        Revenue       cost content
      ...
BIGDOOR MEDIA
The challenge:
Unique customer loyalty/gamification tech but
success dependent on reaching a
passionate, eng...
BIGDOOR
AND NFL.COM
BigDoor:
   •   Access to users and usage data to prove product model
   •   Provide unique technology...
BIGDOOR
AND NFL.COM
BIGDOOR
AND NFL.COM
Quid pro quo:




      Prove model    Unique tech
      Distribution    Revenue
       Revenue       ...
FANTASY MOGULS
The challenge:
Fantasy Moguls runs social games with well
established virtual goods revenue stream but
unta...
FANTASY MOGULS
AND CBSSPORTS.COM
Fantasy Moguls:
   • Access to a sales force and sales revenue
   • Brand alignment
   • ...
FANTASY MOGULS
AND CBSSPORTS.COM
FANTASY MOGULS
AND CBSSPORTS.COM
Quid pro quo:




       Distribution   Virtual goods
        Branding         revenue
  ...
THE SECRET OF A
WINNING PLAY
If both parties don’t win, you’ve lost.
A BIZ DEV
PLAYBOOK
FOR STARTUPS
BRENDA SPOONEMORE
CO-FOUNDER AND CEO, D WELLABLE
BRENDA@D WELLABLE.COM
YOUR PLAYBOOK
STEP ONE:
DRAW UP YOUR PLAY
• Define your needs
   • Know what you want, assign a metric
• Create spreadsheet of target pa...
STEP TWO:
RUN THE PLAY
• The pitch
   • Email or call to generate interest
   • Do pitch live or in person
   • Adjust on ...
STEP THREE: FINISH
• The negotiation
   • Don’t try to win every point
   • The negotiation sets the tone for the relation...
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Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 1 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 2 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 3 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 4 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 5 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 6 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 7 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 8 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 9 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 10 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 11 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 12 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 13 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 14 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 15 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 16 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 17 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 18 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 19 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 20 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 21 Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win Slide 22
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Brenda Spoonemore - A biz dev playbook for startups: Why, when and how to do deals to help your business win

  1. 1. A BIZ DEV PLAYBOOK FOR STARTUPS WHY, WHEN AND HOW TO DO DEALS TO HELP YOUR BUSINESS WIN
  2. 2. WHAT IS BIZ DEV? Business development means establishing relationships and doing deals to help your company. Sales Licensing Distribution Branding • Revenue • Revenue • Audience • Brand alignment • Establish model • Client base • Intelligence/data • Partner • Shared revenue dependencies
  3. 3. BIZ DEV FOR EARLY STAGE STARTUPS Your unfair advantages: • Cutting edge tech • Nimble dev iteration • Optimization and focus Your key challenges: • Getting to scale • Little or no cash • Limited time and resources
  4. 4. HOW BIZ DEV PLAYS ARE DESIGNED Three case studies: • Yardbarker and FoxSports.com • BigDoor and NFL.com • Fantasy Moguls and CBSSports.com
  5. 5. YARDBARKER The challenge: Substantial amount of unique user generated content and a core community. Need more traffic to destination site to increase ad revenue and market position.
  6. 6. YARDBARKER AND FOXSPORTS.COM YardBarker: • Access to large base of sports fans • Provide new fresh content • Distribution needed to drive revenue FoxSports.com: • Get fresh content at low or no cost • Access to a user gen sports content community • Generate incremental revenue
  7. 7. YARDBARKER AND FOXSPORTS.COM
  8. 8. YARDBARKER AND FOXSPORTS.COM Quid pro quo: Distribution Unique, low Revenue cost content Branding Revenue Community
  9. 9. BIGDOOR MEDIA The challenge: Unique customer loyalty/gamification tech but success dependent on reaching a passionate, engaged audience—the larger the better since only a % will convert. Monetization accelerated by leveraging existing sponsors and products.
  10. 10. BIGDOOR AND NFL.COM BigDoor: • Access to users and usage data to prove product model • Provide unique technology and expertise • Must support NFL to ensure successful deployment • Generate revenue via partner NFL.com: • Get unique functionality to drive core site metrics • Increase store of personal user data • Drive usage of other NFL goods and services
  11. 11. BIGDOOR AND NFL.COM
  12. 12. BIGDOOR AND NFL.COM Quid pro quo: Prove model Unique tech Distribution Revenue Revenue Data
  13. 13. FANTASY MOGULS The challenge: Fantasy Moguls runs social games with well established virtual goods revenue stream but untapped secondary sponsorship revenue stream. Engagement in games high but growth constrained by size of Moguls’ ad spend and audience.
  14. 14. FANTASY MOGULS AND CBSSPORTS.COM Fantasy Moguls: • Access to a sales force and sales revenue • Brand alignment • Marketing to targeted customer base CBSSports.com: • New and creative sponsorship inventory for clients • Ability to tap into virtual goods revenue stream and learn social games business • Test theories about untapped value of existing and new customers
  15. 15. FANTASY MOGULS AND CBSSPORTS.COM
  16. 16. FANTASY MOGULS AND CBSSPORTS.COM Quid pro quo: Distribution Virtual goods Branding revenue Ad revenue Ad revenue Access to new model
  17. 17. THE SECRET OF A WINNING PLAY If both parties don’t win, you’ve lost.
  18. 18. A BIZ DEV PLAYBOOK FOR STARTUPS BRENDA SPOONEMORE CO-FOUNDER AND CEO, D WELLABLE BRENDA@D WELLABLE.COM
  19. 19. YOUR PLAYBOOK
  20. 20. STEP ONE: DRAW UP YOUR PLAY • Define your needs • Know what you want, assign a metric • Create spreadsheet of target partners • Who is best positioned to deliver? • What do you have to offer in return (value)? • Find the right contact • Network and research • Cold calls are a last resort
  21. 21. STEP TWO: RUN THE PLAY • The pitch • Email or call to generate interest • Do pitch live or in person • Adjust on the fly • The proposal • Follow up with answers and proposal • Have term sheet in mind • Write out structure, model before sending
  22. 22. STEP THREE: FINISH • The negotiation • Don’t try to win every point • The negotiation sets the tone for the relationship • The term sheet • One page • The agreement • Legal, contracts vs letter agreements • The relationship • The only thing that really matters
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