Geoffrey Moore

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Investor and author Geoffrey Moore ("Crossing the Chasm") presented this slide deck at Demo, September 14, 2011, in Santa Clara. It summarizes the ideas in his new book, "Escape Velocity."

Escape Velocity Free Your Company’s Future from the Pull of the Past <Event Name> <Event Date>

2 1990 2001 1995 2006 HarperCollins Paper & eBook format Release Date: Sept 6, 2011

The Hierarchy of Powers Category Power Company Power Market Power Offer Power Execution Power Growth rates of your major categories Status relative to your reference competitors Market share in strategic target segments Net differentiation of your flagship offers Ability to drive changes to tipping points 3 Align to achieve escape velocity

The Hierarchy of PowersHow Much Power Do You Have Today? Category Power Company Power Market Power Offer Power Execution Power Are we in hot high-growth categories, or do we have category envy? Do customers and competitors see us as the team to beat, or is that someone else? Are we winning the key “primaries,” and are we winning them fast enough? Do our core offers set the bar, or are we playing a lot of catch-up? Can we make stuff happen and make it stick, or are we continually pushing the reset button? 4 Where do we have anchor strengths? Where do we have to do better?

Case Example: The Power of Apple Music, mobility, & media: All hyper-growth The team to beat in all three No current need to target market segments iPod, iPhone, iPad + iTunes, AppStore All of the above in less than one decade 5 Category Power Company Power Market Power Offer Power Execution Power And that is why Apple is currently the most highly valued company in high tech

Spinning Up a MarketOngoing Experiments in Search of Tipping Points 6 MONETIZATION ACQUISITION Tornado Time!!! Starter Motor ENGAGEMENT VIRALITY

Scaling the Volume Operations ModelMetrics that Matter Acquisition Rate of gaining new users Engagement Average length, depth, and frequency of user engagement Virality New customers coming from existing customers over time Monetization Percentage of total users that participate in business model Churn Losing existing users Lifetime Customer Value Projected monetization returns by class of customer Program Productivity Yield on promotional activities, both paid and viral 7

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Geoffrey Moore is an author, speaker and advisor as well as a venture partner at Mohr Davidow Ventures (MDV). Recognized as a leading business advisor, Geoffrey divides his time between consulting on strategy and transformation challenges with senior executives and on developing mental models to support his advisory practice. With this intent in mind he has written his newest book published by HarperCollins in September of 2011: Escape Velocity: Free Your Company’s Future from the Pull of the Past, the result of his years of experience working with large enterprises in his former role as a Managing Director at TCG Advisors. Recognized as well for his expertise in market development and business and investment strategies, as a Venture Partner at Mohr Davidow Ventures he also serves as an advisor to MDV portfolio companies by drawing upon best practices derived from his extensive experience working with technology startups over the last two decades. Geoffrey has made the understanding and effective exploitation of disruptive technologies the core of his life's work. His books, Crossing the Chasm, Inside the Tornado, The Gorilla Game, Living on the Fault Line and Dealing with Darwin are best sellers and required reading at leading business schools. Highly regarded as a dynamic public speaker, he integrates a speaking practice with his advisory work. He is a founder of both The Chasm Group and TCG Advisors. Earlier in his career, he was a principal and partner at Regis McKenna, Inc., a leading high tech marketing strategy and communications company, and for the decade prior, a sales and marketing executive in the software industry. He holds a bachelor's degree in literature from Stanford University and a doctorate in literature from the University of Washington. To find out more about Geoffrey Moore please visit: More information about Geoffrey Moore: http://www.geoffreyamoore.com More information about the Escape Velocity Book: http://www.escapevelocitybymoore.com Geoffrey Moore on Twitter: http://www.twitter.com/geoffreyamoore Geoffrey Moore on Google Plus: http://gplus.to/geoffreyamoore

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http://www.geoffreyamoore.com See the video from this conference: https://www.youtube.com/watch?v=MXzA5ISAim4 Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Mohr Davidow portfolio and established high-tech enterprises, most recently including Salesforce, Microsoft, Intel, Box, Aruba, Cognizant, and Rackspace. Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face transitioning from early adopting to mainstream customers. It has sold more than a million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies come to prominence from the past decade. Moore’s most recent work, Escape Velocity, addresses the challenge large enterprises face when they seek to add a new line of business to their established portfolio. It has been the basis of much of his recent consulting. Irish by heritage, Moore has yet to meet a microphone he didn’t like and gives between 50 and 80 speeches a year. One theme that has received a lot of attention recently is the transition in enterprise IT investment focus from Systems of Record to Systems of Engagement. This is driving the deployment of a new cloud infrastructure to complement the legacy client-server stack, creating massive markets for a next generation of tech industry leaders. Moore has a bachelors in American literature from Stanford University and a PhD in English literature from the University of Washington. After teaching English for four years at Olivet College, he came back to the Bay Area with his wife and family and began a career in high tech as a training specialist. Over time he transitioned first into sales and then into marketing, finally finding his niche in marketing consulting, working first at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.

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The Darwinian struggle of business keeps getting more brutal as competitive advantage gaps get narrower and narrower. Anything you invent today will soon be copied by someone else—probably better and cheaper. Many companies thrive during the early stages of their life cycle, only to fall slack during periods of inertia and die out while others surge ahead. But as Geoffrey Moore shows, some notable companies have figured out how to deal with Darwin in their mature years—making changes on the fly while fending off challenges from every quarter.

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Geoffrey Moore

1. Escape Velocity Free Your Company’s Future from the Pull of the Past <Event Name> <Event Date>

2. 2 1990 2001 1995 2006 HarperCollins Paper & eBook format Release Date: Sept 6, 2011

3. The Hierarchy of Powers Category Power Company Power Market Power Offer Power Execution Power Growth rates of your major categories Status relative to your reference competitors Market share in strategic target segments Net differentiation of your flagship offers Ability to drive changes to tipping points 3 Align to achieve escape velocity

4. The Hierarchy of PowersHow Much Power Do You Have Today? Category Power Company Power Market Power Offer Power Execution Power Are we in hot high-growth categories, or do we have category envy? Do customers and competitors see us as the team to beat, or is that someone else? Are we winning the key “primaries,” and are we winning them fast enough? Do our core offers set the bar, or are we playing a lot of catch-up? Can we make stuff happen and make it stick, or are we continually pushing the reset button? 4 Where do we have anchor strengths? Where do we have to do better?

5. Case Example: The Power of Apple Music, mobility, & media: All hyper-growth The team to beat in all three No current need to target market segments iPod, iPhone, iPad + iTunes, AppStore All of the above in less than one decade 5 Category Power Company Power Market Power Offer Power Execution Power And that is why Apple is currently the most highly valued company in high tech

6. Spinning Up a MarketOngoing Experiments in Search of Tipping Points 6 MONETIZATION ACQUISITION Tornado Time!!! Starter Motor ENGAGEMENT VIRALITY

7. Scaling the Volume Operations ModelMetrics that Matter Acquisition Rate of gaining new users Engagement Average length, depth, and frequency of user engagement Virality New customers coming from existing customers over time Monetization Percentage of total users that participate in business model Churn Losing existing users Lifetime Customer Value Projected monetization returns by class of customer Program Productivity Yield on promotional activities, both paid and viral 7

8. gmoore@geoffreyamoore.com 8

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