Flat6 Labs Cairo Cycle 14 Bootcamp Day 2
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January 2020, Flat6 Labs Cairo, Startup Bootcamp Day 2. Value Propositions. Customer Development. How Startups Make Money & Metrics that Matter. Marketing, Sales & Business Development. Revenue Models. Financial Model Templates. Pitch Prep
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Flat6 Labs Cairo Cycle 14 Bootcamp Day 2
- 1. Copyright DKParker, LLC 2017 Flat6 Labs C14 Bootcamp – Day 2 Dave Parker @DaveParkerSEA www.dkparker.com/blog Dave@dkparker.com @DaveParkerSEA
- 2. Copyright DKParker, LLC 2017 Day 2 Agenda ¤ Value Propositions ¤ Customer Development ¤ How Startups Make Money & Metrics that Matter ¤ Marketing Sales ¤ Business Development Revenue Models ¤ Financial Model Templates ¤ Pitch Prep
- 4. Copyright DKParker, LLC 2017 Positioning ¤ Positioning is holding a place in your customer’s mind – not as everything, what’s memorable? ¤ Who is the initial customer ¤ Think about limiting service and customer first – before you expand ¤ You’re not precluded from selling other services or products ¤ What claim or promise will you make?
- 5. Copyright DKParker, LLC 2017 Don’t Bury the Lead ¤ Think of this like journalism ¤ What’s the headline? ¤ What’s the Lead? ¤ What’s the Story?
- 6. Copyright DKParker, LLC 2017 Exercise ¤ Write out: ¤ What makes you different? ¤ Why should people buy from you? ¤ Write your websites tagline and opening paragraph ¤ What claim/promise will you make ¤ Write your DRAFT Unique Selling Proposition ¤ Compare this to your Pitch
- 8. Copyright DKParker, LLC 2017 Converging Definitions ¤ Design Thinking ¤ Stanford “D-School” IDEO U Crash Course ¤ Lean Startup ¤ Steve Blank ¤ Eric Reis ¤ Agile Development
- 9. Copyright DKParker, LLC 2017 Customer Development ¤ Parallel process with Product Development ¤ “Get out of the Building” ¤ Develop for a few not Many ¤ Prioritize features based on Needs not Wants ¤ Validate with Revenue/Commitment
- 10. Copyright DKParker, LLC 2017 Customer Development Goals ¤ Acute focus on problem – not product ¤ Find out if customers care? ¤ What do they want? ¤ Determines the difference your product at launch and at scale ¤ Feature priorities & Product Roadmap
- 11. Copyright DKParker, LLC 2017 Customer Dev Mechanics ¤ Google Forms ¤ Structured questions ¤ Progression ¤ Easy to Hard ¤ What do you really want to know? ¤ Will they pay for it? How much ¤ Why will it fail ¤ Neutral, not Guided Questions
- 12. Copyright DKParker, LLC 2017 Customer Dev Mechanics, Cont ¤ Build a list of interested parties ¤ Mail Chimp List setup ¤ Ask for permission to email ¤ Monthly updates – ¤ Format: “What we did, what we’re going to do and where we can use your help” ¤ Regular frequency – be predictable
- 13. Copyright DKParker, LLC 2017 What Not To Do ¤ You are not the customer ¤ Don’t tolerate a small sample set – this could delay your success by Years ¤ Avoid “Selection Bias” ¤ “Isn’t our product amazing” ¤ No rhetorical questions ¤ No blind surveys ¤ Can’t outsource
- 14. Copyright DKParker, LLC 2017 How Many Customer Interviews ¤ B2B – 25+ ¤ Profile ¤ Job Title ¤ Type of Company ¤ B2C – 50+ ¤ Demographic ¤ ¯_(ツ)_/¯ = bad
- 15. Copyright DKParker, LLC 2017 Fundraising Note You have opinions You have Data You get money! Investors have opinions They have money
- 16. Copyright DKParker, LLC 2017 Hypothesis vs Fact ¤ If you are convinced you’re right you won’t be open to radical feedback that could change the trajectory of your business & life! ¤ Always testing what you think you know ¤ Permission to give negative feedback ¤ If this idea was to fail, why would it fail? ¤ Why is this idea stupid?
- 17. Copyright DKParker, LLC 2017 Dave’s Madlibs Pitch Hi, I’m <your name here>, and my company <your Company name here> the problem I’m solving is <insert problem here>. Our product <insert product info here> is designed for our target customer of <insert target customer here>. We make money by <insert method here> and our team is the right team because <insert why you’re awesome here>. I need help with <insert help needed here>.
- 18. Copyright DKParker, LLC 2017 How Startups Make Money
- 19. Copyright DKParker, LLC 2017 Do you know? ¤ Cost to Build Known Unknown ¤ Cost to Sell Known Unknown ¤ Price Known Unknown ¤ Profit Known Unknown
- 20. Copyright DKParker, LLC 2017 Business Model: Should You Build It? ¤ Creating Value ¤ You’ve identified a problem ¤ Can you build a solution? ¤ Delivering Value ¤ Ship it! ¤ Capturing Value for what you created ¤ Cost to build – last month (and next month) ¤ Cost to Sell ¤ Make a Profit
- 21. Copyright DKParker, LLC 2017 How not to make money? ¤ Small transaction values are bad ¤ Small percentages are bad ¤ Not being able to capture value is bad ¤ Lumpy sales cycles are bad ¤ Long sales cycles are bad ¤ Pricing too low could kill your idea before you start
- 22. Copyright DKParker, LLC 2017 Marketing – Finding the right customers
- 23. Copyright DKParker, LLC 2017 Marketing – Finding Customers ¤ Messaging/Value Proposition ¤ Does it resonate with the target customer segment ¤ They are the hero of the story ¤ Is it repeatable? ¤ Strategy ¤ Outbound first ¤ Inbound second
- 24. Copyright DKParker, LLC 2017 Key Metric Terms ¤ State your hypothesis ¤ CAC ¤ LTV ¤ ARPU ¤ Churn ¤ Time to Close ¤ Customer engagement ¤ Time on Site
- 26. Copyright DKParker, LLC 2017 Marketing Channels ¤ Paid Search ¤ Organic Search ¤ Word of mouth ¤ Sales calls ¤ Public Relations ¤ Affiliate ¤ Email marketing ¤ Social
- 27. Copyright DKParker, LLC 2017 Marketing Qualified Leads ¤ Define qualified vs list ¤ Suspects ¤ Prospects ¤ Qualified Prospects
- 28. Copyright DKParker, LLC 2017 Sales Qualified Leads ¤ Hand off to Sales ¤ Identify steps to close ¤ Number of calls
- 29. Copyright DKParker, LLC 2017 Time to Close ¤ Lead attribution ¤ Source time ¤ Compressing or Expanding ¤ Trend by source
- 30. Copyright DKParker, LLC 2017 Tracking ¤ Data allows you to know where to double down and where to hold back ¤ Conversion ratios
- 31. Copyright DKParker, LLC 2017 Sales – capturing value creation
- 32. Copyright DKParker, LLC 2017 How will they buy? ¤ Web Direct – place the order to buy on the web ¤ Direct – outbound sales, inside/outside ¤ Indirect/Channel – fulfills demand, doesn’t generate ¤ Retail – BestBuy, etc
- 33. Copyright DKParker, LLC 2017 Sales Model Hypothesis Known Market Unknown Market Low Price Point High Price Point Known Search Words Unknown Search words Web Direct Direct Indirect Retail
- 34. Copyright DKParker, LLC 2017 Sales ¤ Model – Pick one, why? ¤ Strategy ¤ Who ¤ Tactics ¤ How ¤ Tools ¤ Sales tools
- 36. Copyright DKParker, LLC 2017 Business Development ¤ Strategic relationships ¤ Who has the list you want ¤ How do you get the partnership
- 37. Copyright DKParker, LLC 2017 Business Development ¤ Strategy ¤ Who should you get as a partner ¤ How will you build the relationship? ¤ What channels ¤ Tactics ¤ Messaging/Value proposition ¤ Tools ¤ CRM
- 38. Copyright DKParker, LLC 2017 Revenue Models: Services = 1 Products =14
- 39. Copyright DKParker, LLC 2017 Business and Revenue Models ¤ Business Models – abstract framework of Creating, Delivering and Capturing Value ¤ Revenue Models (part of business model) is the framework of revenue, pricing, who pay ¤ Models Lean toward Tech and Product
- 40. Copyright DKParker, LLC 2017 1. Fee for Service ¤ Example: Consulting Services company ¤ Use: B2B & B2C ¤ Key Metrics ¤ Project Revenue ¤ Cost of delivering (usually time) ¤ Gross Margin ¤ Services are hard to scale because they require people to deliver including Restaurant, Contractors, etc. ¤ Services include markup on cost of goods sold
- 41. Copyright DKParker, LLC 2017 2. Commerce ¤ Example: Amazon, AmazonSupply ¤ Use: B2C & B2B ¤ Key Metrics: ¤ Wholesale or cost of goods sold ¤ Average Margin % ¤ Average Basket ¤ Commerce – Physical Goods- Wholesale, cost of goods, retail, average margin, physical good ¤ Notes: Can mature into marketplace
- 42. Copyright DKParker, LLC 2017 3. Subscription ¤ Example: Salesforce , Box, Spotify ¤ Use: B2C & B2B ¤ Key Metrics ¤ Average Revenue Per User (ARPU) ¤ Conversion ratio – e.g. trial to purchase ¤ Churn ¤ Challenges: MVP won’t be enough to be Kick Ass Product ¤ Notes: Highest multiple, forecastable revenue
- 43. Copyright DKParker, LLC 2017 4. Metered Service ¤ Amazon AWS, Microsoft Azure, SPLUNK ¤ B2B and some B2C ¤ Recurring like Subscription, but volume driven ¤ Can start with subscription and migrate to metered ¤ Not shared revenue with customer but aligned objectives – price goes up as volume (perceived) value ¤ Challenges – not likely an MVP
- 44. Copyright DKParker, LLC 2017 5. Productize a Service ¤ Your offerings is generally complex and requires services to deploy ¤ Gross margin on Services >35% ¤ Product development comes with services ¤ Use: B2C & B2B ¤ Examples: Moz, service company convert to tools. ¤ Challenges – difficult to make the transition away from services
- 45. Copyright DKParker, LLC 2017 6. Transaction Fees/Rental ¤ Example: 99Designs, KickStarter, Elance, Chugg ¤ Use: B2C & B2B ¤ Key Metrics ¤ Average transaction revenue ¤ Fee % per transaction ¤ Number of transactions ¤ Challenges: Margins are small (15%), need efficiency ¤ Notes: Don’t start too low
- 46. Copyright DKParker, LLC 2017 7. Marketplaces ¤ Example: eBay, Alibaba ¤ Use: B2C & B2B ¤ Key Metrics ¤ Average Transaction Amount ¤ Number of Monthly Transactions ¤ Commission % ¤ Challenges: two sided market places require you start with one side, value to seller & Product market fit (x2) ¤ Notes: critical mass or marketplace required
- 47. Copyright DKParker, LLC 2017 8. Gaming ¤ Example: King.com/Candy Crush ¤ Use: B2C Only ¤ Key Metrics: ¤ Downloads ¤ % play ¤ Average in app purchase ¤ Challenges – tends to be “hit driven business” ¤ Notes: use in first 21 days is a predictor of success
- 48. Copyright DKParker, LLC 2017 9. Big Data/ AI/ML ¤ Big Data – PatientsLikeMe is emerging, but requires massive data in advance = massive cash ¤ B2B and B2C ¤ Requires the data before you can bill for the service. Works at scale but not at launch ¤ Pricing depends on value of the data
- 49. Copyright DKParker, LLC 2017 10. Lead Generation ¤ Example: Mint.com, AllStarDirectories, NetQuote ¤ Use: B2C & B2B ¤ Key Metrics ¤ Cost to generate traffic ¤ % conversion of form data ¤ Price per lead ¤ Challenges: Highly competitive, barrier of entry is low ¤ Notes: Conversion rates average 0.06%
- 50. Copyright DKParker, LLC 2017 11. Advertising/Search ¤ Example: Google, Facebook ¤ Use: B2B – advertisers pay, users are free ¤ Key Metrics ¤ Traffic ¤ Click ¤ Avg. revenue/click ¤ Challenges – Scale, need >1M uniques/month to consider the option
- 51. Copyright DKParker, LLC 2017 12. New Media ¤ Example: SnapChat, WhatsApp ¤ Use: B2C only ¤ Key Metrics: ¤ K-Factor (Viral Co-efficient) ¤ Network effect of inviting others to join ¤ Challenges – K-Factor is hard. Little revenue until scale ¤ Notes: Everyone wants to! Not happening in B2B
- 52. Copyright DKParker, LLC 2017 13. Combinations ¤ Combinations business models happen for two reasons ¤ You don’t know which model is right ¤ At scale you can expand revenue sources ¤ Examples: Hardware sensors + software services to create data analytics ¤ Challenges – most require scale or at least traction
- 53. Copyright DKParker, LLC 2017 14. Coin/Tokens ¤ Bitcoin and Blockchain have burst onto the scene over the last couple of years ¤ Blockchain is a technology ¤ Bitcoin is a token, ICOs have been very succesful but aren’t a security.
- 54. Copyright DKParker, LLC 2017 15. Licensing ¤ Licensing – the old Microsoft model <pre-subscription> ¤ B2B and B2C ¤ Shifting to Subscription for recurring revenue valuations
- 55. Copyright DKParker, LLC 2017 Summary – Pick Two (Primary & Secondary) 1. Fee for Service 2. Commerce 3. Subscription 4. Metered Service 5. Productize a Service 6. Transaction Fee/Rental 7. Marketplace 8. Gaming 9. Big Data 10. Lead Generation 11. Advertising/Search 12. New Media 13. Combinations 14. Coins Tokens 15. Licensing
- 57. Copyright DKParker, LLC 2017 Your price will be wrong! Increase it every year and grandfather early customers for a period of time
- 58. Copyright DKParker, LLC 2017 Art or Science? ¤ Benchmarks ¤ Comparable products ¤ Don’t start too low ¤ Cost base vs Value based ¤ What is the alternate for the “Job to be Done”? ¤ Remember Freemium is a marketing mechanic, not a price
- 59. Copyright DKParker, LLC 2017 Product Pricing ¤ First Product ¤ Staged pricing – up or down over time ¤ Second Product ¤ Staged pricing – up or down over time ¤ Launch timeline based on product road map ¤ Services? ¤ Could it improve you sales cycle
- 61. Copyright DKParker, LLC 2017 Templates ¤ Do this after you get in the program – not highest and best use today ¤ Four Templates ¤ Marketplace ¤ Subscription ¤ Transaction Fee (works for commerce) ¤ Productize a service ¤ www.venturereadymodels.com Promo “Cairo2019”
- 63. Copyright DKParker, LLC 2017 13 Slides for Your Pitch 1. Title, Value Proposition, Contact Info 2. Presentation Overview 3. Traction 4. Problem/Solution 5. Market 6. Timing 7. Product Roadmap/Demo 8. How You Make Money/Key Metrics 9. Go-To-Market 10. Secret Sauce/Moat/IP 11. Team 12. Competitive Analysis 13. Clear Ask Blog Post
- 64. Copyright DKParker, LLC 2017 Day 2 Deliverables ¤ Write out your Value Prop ¤ Customer Development ¤ Write your questions ¤ Build your forms ¤ Get first 20+ interviews scheduled ¤ Review your results ¤ Metrics ¤ What are you tracking today? ¤ What should you be tracking ¤ Product Market Fit ¤ Forecast/predictable revenue ¤ Write out your Product Roadmap ¤ Pick a: ¤ Marketing Method ¤ Sales Model ¤ Revenue Model ¤ Price