This document discusses sales and go-to-market strategies for startups. It covers that everyone is involved in sales in some way through networking, relationships and transactions. It also discusses developing a compelling story and solving problems rather than just selling. The document then discusses go-to-market strategy, including determining product-market fit, audience, competition and distribution channels. It emphasizes the importance of building trust with customers. Finally, it provides a framework for analyzing a startup's competitive position based on perceived use value and price.

1. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 1
Sales & GTM Strategy
Week – 11
Imran Jattala
Startup CoachEntrepreneurship Course
Spring 2020

2. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 2
Innovation Framework
Governance
& Culture
Strategy
Review
& Revision
Information
& Reporting
PROBLEM SOLUTION GROWTH
CONCEPTKPIs
Learn
Sprint
Planning
Pivot Execution
Shippable
Increment
Review
Emergence
Network
Wave
Problem Statement
Empathize
Define
IDEATE
Prototype
Test
DESIGN THINKING LEAN STARTUP AGILE SCALING
Problem / Solution Fit Product / Market Fit Business Model Fit
Problem KPIs
1. Empathy
2. Desirability
3. Feasibility
4. Viability
5. Scalability
Solution KPIs
1. MVP Time & Cost
2. Brand Positioning
3. Customer Acq Cost "CAC"
4. Customer Lifetime Value
"LVC"
5. Sales Cycle Length
Growth KPIs
1. Conv rate
2. Churn Rate
3. Avg. Order
4. Profit Margin
5. MAU / MoM
6. Burn-rate
7. Runway
8. Culture
9. Asset
10. Earnings
11. Liquidity
12. Operations
13. Technology
14. Compliance
ENTERPRISE RISK MANAGEMENT
Performance

3. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 3
Business Model

4. Back to main
How to Learn
Sales
Section-1
Sales
Everyone is in sales

5. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 5
Everyone is in Sales

6. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 6
Everyone is in Sales
Network Relationship Transaction
Self
Skill
Network

7. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 7
Everyone is in Sales
Prospect Pitch Close
Compelling Storytelling
Sell without Selling. Solve Problems, don’t just sell
Great salespeople are made, not just born

8. Back to main
GTM
Strategy
Section-2
GTM Strategy
Winning Move

9. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 9
GTM Strategy
Product-Market Fit
Audience and buyers
Competitive landscape
Distribution
Is your product marketing-
intensive or sales-intensive?

10. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 10
Strategy
Where to play & How to Win?

11. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 11
GTM Strategy
It takes years to build trust and
seconds to destroy it.
Getting a product to market is only
half the battle

12. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 12
Competitive Position

13. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 13
Perceived
Use Value
Perceived Price
High
Low
Low High
Axx x
xx
x
x
Average
Average
Your Startup’s competitive position?

14. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 14
Value Innovation

15. Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 15

16. Reach out to us on Social Media
Imran Jattala Entrepreneurship Week-11 Air University – Spring 2020 16
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❑ medium.com/@ConsultCGI
IJ Social Media Pages
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❑ twitter.com/ImJattala
❑ medium.com/@Jattala
Center for Global Innovators (CGI) | Design of IDEO, Innovation of Strategyzer & Strategy of McKinsey

17. Congratulations
You are ready to Launch your Product