The document provides strategies for startups to penetrate enterprise IT accounts, emphasizing the importance of finding early adopters and understanding customer needs. It highlights env0 as a SaaS platform that enhances cloud application management while reducing dependencies on DevOps. Key recommendations include creating a statement of work for proof of concepts, setting measurable goals, and collaborating with potential customers rather than overtly selling to them.

1. Breaking into Your First Enterprise IT Account Tips

2. No Customers, No Opportunity?
2

3. Need to Find the Right Early Adopters!
3
“In certain cases zero customers are actually better
because you have a chance to shape and mold the
product based on a set of requirements that comes
from your company.”
“Any startup company that leads with a licensing
conversation is a meeting that I leave within the first
10 minutes.”
Marty Brodbeck, CTO Priceline
Boldstart Webinar 5/11/20: Video

4. But First, Who Will You Make a Hero
4

5. Product Positioning Framework - Geoffrey Moore
5
● For (target customers),
● Who must (solve a specific problem)
● Our product is a new (new product category)
● That provides (key breakthrough benefit vs. current way of
doing things – which solves dilemma)
● Unlike (competitor in new category)
● We have (whole product most relevant for you)

6. Env0 Early Email Snippet
6
Env0 is a SaaS platform, allowing organizations to easily provision and manage their cloud native
applications. Env0 combines self-service environment management with organizational control
and central governance.
For DevOps, Env0 takes infrastructure-as-code to the next level by automatically applying
organizational policies for cost management, security and compliance.
For developers, testers, support and sales struggling on the never ending race towards increased
velocity, Env0 allows to self-manage environments through an easy to use UI, relieving their
dependency on DevOps and releasing a significant organizational bottleneck.

7. Eye Candy Works
7
Hard to sell infra - show don’t tell
Need to show UI to get them to AHA
Help them See the Future
Then explain the magic

8. How Do You Find Early Adopters? Sandwich Model
8

9. Early Adopters Can Be Found Anywhere
9

10. Understand the Customer and Their Pain
10

11. Understand Their Business
11
“I think you're spot on about spending the time to understand our business
so that when you come in, you can talk intelligently about the problems
you're coming to try and solve. One of the things we find quite often is,
people really don't understand the business that we're in, so there's no
applicability. Put in the upfront time, as a little effort goes a long way.”
“If you're a startup trying to do an enterprise deal right now, it's going to
take longer than it would to get a use case (with low use case pricing) in
place to just get in and get it off the ground to demonstrate your abilities
and your product.”
Dean Del Vecchio, CIO of Guardian Life Insurance
Boldstart Webinar 5/11/20: Video

12. IT Buys From Who They Know or Trusted Partners
12

13. Start Small to Get Big
13

14. POC or Free-OC
14

15. Key Points for Setting Up For POC Success
15
1. Create Statement of Work (SOW) on what deliverables you will
provide and what measurable goals are
2. Constrain time - 30 days IDEALLY or LESS, 60 days - depending
on project
3. Charge for it - $50k or so, pick a number
4. Automatic conversion to customer? Agree on what contract
looks like after the SOW before you get started
5. Discounts for being first but try to limit to year 1
6. Get case study and references in exchange for it

16. Don’t Sell, Partner
16

17. Confidential & Proprietary – Do Not DuplicateApril 2020
Q & A