Bill Aulet's presentation entitled A Systematic Approach to Product Marketing, first delivered at HackingIAP

1. Bill Aulet, Senior Lecturer and Managing Director Trust Center for MIT Entrepreneurship Monday January 25, 2011, 2:00 – 3:30 pm One Amherst Street, Room E40-160 Cambridge, MA 02142-1352 USA phone: +1-617-253-8653 fax: +1-617-253-8633 e-mail: aulet@mit.edu http://entrepreneurship.mit.edu A Systematic Approach to Building the Foundation for a Great Company Entrepreneurial Product Marketing Implementation Fundamentals

2. Module Summary Systematic Approach to Building the Foundation for a Great Company or “24 steps to help you dramatically increase the odds that you will build a product that the market wants and will be highly profitable to you as well”

9. Beach Head Market Focus Toys Footwear Animation Jewelry Electronics Automotive Consumer V1 3D Touch on the Desktop

13. Target Customer Profile Example Customer profile Ride Sharing Gender Male, female Age 17-40 y.o. Region Moscow (during initial growth stage) Occupation Student, young professional, internal migrant, middle management Social level Medium, high Characteristics Has a smartphone User category Early adapters, technologically advanced Other Active users of social networks, outgoing personalities

16. TAM Sizing Example Anywhere, Anytime, Anyway 2.5 Million Joonmedia, Bada, Dabdate Name: Amy Hyemin Moon Age: 28 Nationality: Korea Residency: USA Hobby: Watches ave. 2 hrs per day Korean drama through illegal websites Note: Not satisfied with the illegal websites’ services and its quality of contents 0.7 mil. 1.0 mil. 3.4 mil. 4.5 mil. 1 mil. 1 mil. 0.7 mil.

21. Persona Example: Good enough? 18-40 years old Urban (Europe, Russia) Middle manager Single Brand conscious Outgoing Weekend traveler Open minded University degree Adventurous Budget Boutique Accommodation anotel

22. Persona Example: eGallary 33 years old Male Lives on Kutuzovskiy Prospect in Moscow Recently moved into his new flat with his girlfriend Works at VTB Investment Banking Current salary is USD 10.000/ month Loves Strelka and Ginza Projects In winter he loves skiing in Austria or France In summer he travels around the whole world Loves esquire,Forbes, afisha, pop, GQ “ I am Vlad” Vlad needs some paintings for his new apartment. Little time He likes to try out new things and talk about it He wants to be unique Timeless art. Less time, more art.

32. High Level Product Spec Example MWFS® filter tanks Automated control system Inflow piping (from main water circuit) Pump Outflow piping (back to main water circuit) 1 City water for backwash 2 2 5 3 4

37. Quantified Value Proposition Example Current process Process w/ Meater Loss to disease: $63K Loss to disease: $36K $27 per calf

38. Quantified Value Proposition Example Tech Package Design Ideation Phase Looks like Works like Commercialization Development Times 4 Weeks 4-14 Days Model Types: 2D Drawings 3D CAD Models 3D Hand Models 2 Weeks Engineering Manufacturing Rework 2 - 3 Months Tool cavity development - analog CNC Software CNC Milling 4 Weeks** Could be lower with FreeForm 4 Days Model Types: FreeForm Native File 3 Days Engineering Manufacturing Rework 3 Weeks Digital tool cavity via STL CNC FreeForm Files CNC Milling 16 Weeks Total Development Time 8 Weeks** Total Development Time Today’s Process FreeForm Process 50% Reduction in Time FreeForm 70% Reduction in Time 70% Reduction in Time US Design Firms Asian Tool Suppliers

41. First 10 Target Customer Example Carolina Froberg 20 Sweden Leo Cohen 23 London Chiara-Livia Gerer Brazil/Portugal 21 Naomi-Chaya Tsion 25 Israel Andrea Wahlgren 20 USA Chan Ny Sih 26 UK Ronnit Wilmersdoerffer 22 Germany Oli Moran 25 UK

43. First 10 Target Customer List Example Project Owner – Location Total MW Installed Name/Contact Info (withheld) Contacted 1 Waste Management – City Name, State 9.8 Site owner Y 2 Casella Waste Systems – Morrisonville, Clinton County, NY 4.8 Site owner Y 3 Innovative Energy Systems, Inc. Waterloo, NY 18.4 3 rd Party Oper. N 4 Waste Management – City Name, State 16.8 Site owner Y 5 Waste Management – City Name, State 16.5 Site owner Y 6 Innovative Energy Systems, Inc. City Name, State 12 3 rd Party Oper. N 7 Waste Management – City Name, State 9.8 Site owner Y 8 Waste Management, City Name, State 7.9 Site owner Y 9 Fortistar Methane Group, City Name, State 7.34 3 rd Party Oper. Y 10 Fortistar & Waste Management, City Name, State 6.9 3 rd Party Oper./Site Owner Y

56. Broader TAM Sizing Example MARKET EXPANSION STRATEGY Sunscreen for Extreme Athletes Sunscreen for daily use Skin Rash Anti-wrinkle Heat Burns Long-lasting cosmetics Hair loss

60. Proof: Beta with 8000+ Registered Users 10/03/2011 – 11/21/2011 Weeks Users

61. Proof: High Usage and Retention

79. Sales Process Example

83. COCA Example Anywhere, Anytime, Anyway 30% Reachable: 94,200 COCA: $1.78 Reachable: 3 mil. + a COCA: $1.90 + a Reachable: 35,0000 COCA: $1.25

91. Example of Testing Key Assumptions Field Test Field Test II 12:00 PM 8:00 AM 8:00 AM 12:00 PM

94. MVP Example: LiveDoc We answer this question for $7.99 . Video chat Upload supporting images Text chat LIVEDOC reassurance when you want it

97. Mapping the Market Segments Polys NURBs Rapid Proto Sculptural Regular Stylized Form Types Used Downstream Connection D.C.C. Industrial Design Early Market V1/V2 V3 V4 V5?