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BUSINESS FOR ENGINEERS: 
CUSTOMERS AND SALES 
Jan Isakovic 
@iYan
ABOUT THE WORKSHOPS 
Short No-nonsense 
Customers 
Value proposition 
Product design 
MVP 
Company values
Business for engineers part 1: Customers and sales
A typical R&D engineer question
SALES DEPARTMENT 
Y U NO SELL MORE NEW PRODUCTS?
But it’s not really that simple..
CUSTOMER NEED STAGES 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
Business for engineers part 1: Customers and sales
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
Business for engineers part 1: Customers and sales
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
Business for engineers part 1: Customers and sales
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
Business for engineers part 1: Customers and sales
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
Business for engineers part 1: Customers and sales
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
SO.. WHAT DOES THAT MEAN? 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
SALES CYCLE LENGTH 
Short 
Sales cycle 
Long 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
SERVICES VS PRODUCTS 
Short 
Sales cycle 
Long 
Professional services 
(CRM, infrastructure..) 
Established products 
(PCs, IP telephony..) 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
YOUR SOLUTIONS 
Short 
Sales cycle 
Long 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem 
Where on the 
spectrum 
do they fall?
(PRE)SALES ACTIVITIES 
Beat competition, 
send invoice 
Start selling 
Marketing 
Present solution 
benefits 
Educate the 
market* 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem 
* note: does not work
NOT EVERYONE WINS 
Low 
Failure rate 
High 
Market testing 
Absolute 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem 
Doesn't have a problem
SO WHY TRY? 
Low 
Revenue potential 
High 
Cost+15% 
Lots of competition 
Potential $1B 
business 
Almost no 
competition 
Has a 
budget 
Assembled 
a solution out 
of parts 
Been actively 
looking for a solution 
Is aware of having a problem 
Has a problem
ADDITIONAL COMPLICATION 
A 
B 
C 
How conservative 
is your market?
KEY CHALLENGES 
• Identify and adjust to customer/market stage 
• Different stages require different marketing and sales approaches 
• New product revenue is by definition much lower 
• Get market feedback as soon as possible 
• If the product succeeds, be prepared for a fast ramp-up 
AirBnB Facebook iPhone
BUSINESS FOR ENGINEERS 
1: Customers and sales 4: Value proposition 
2: Product conception 5: Core competencies 
3: Minimum Viable Product 6: Company values 
Jan Isakovic 
@iYan

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Business for engineers part 1: Customers and sales

  • 1. BUSINESS FOR ENGINEERS: CUSTOMERS AND SALES Jan Isakovic @iYan
  • 2. ABOUT THE WORKSHOPS Short No-nonsense Customers Value proposition Product design MVP Company values
  • 4. A typical R&D engineer question
  • 5. SALES DEPARTMENT Y U NO SELL MORE NEW PRODUCTS?
  • 6. But it’s not really that simple..
  • 7. CUSTOMER NEED STAGES Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 8. Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 10. Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 12. Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 14. Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 16. Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 18. Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 19. SO.. WHAT DOES THAT MEAN? Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 20. SALES CYCLE LENGTH Short Sales cycle Long Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 21. SERVICES VS PRODUCTS Short Sales cycle Long Professional services (CRM, infrastructure..) Established products (PCs, IP telephony..) Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 22. YOUR SOLUTIONS Short Sales cycle Long Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem Where on the spectrum do they fall?
  • 23. (PRE)SALES ACTIVITIES Beat competition, send invoice Start selling Marketing Present solution benefits Educate the market* Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem * note: does not work
  • 24. NOT EVERYONE WINS Low Failure rate High Market testing Absolute Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem Doesn't have a problem
  • 25. SO WHY TRY? Low Revenue potential High Cost+15% Lots of competition Potential $1B business Almost no competition Has a budget Assembled a solution out of parts Been actively looking for a solution Is aware of having a problem Has a problem
  • 26. ADDITIONAL COMPLICATION A B C How conservative is your market?
  • 27. KEY CHALLENGES • Identify and adjust to customer/market stage • Different stages require different marketing and sales approaches • New product revenue is by definition much lower • Get market feedback as soon as possible • If the product succeeds, be prepared for a fast ramp-up AirBnB Facebook iPhone
  • 28. BUSINESS FOR ENGINEERS 1: Customers and sales 4: Value proposition 2: Product conception 5: Core competencies 3: Minimum Viable Product 6: Company values Jan Isakovic @iYan