The document discusses the importance of market exploration for startups. It explains that companies often think they are further along in market exploitation when they are actually still in the early market exploration phase. It provides a stair-step model for how to move customers along over time from initial exploration to eventual market exploitation. The workshop then prompts attendees to generate 3-5 hypotheses about their target market and how to test those hypotheses as part of the critical market exploration process for startups.

1. Market Exploration for Startups TechBA 2/16/11

2. Success in Startups Sales Market Exploitation Market Investigation Market Exploration Time

3. Market Phases

4. Market Phases – In Depth

5. The Four Steps to the Epiphany http://www.stanford.edu/group/e145/cgi-bin/winter/drupal/upload/handouts/Four_Steps.pdf

6. Getting It Wrong Sales We THOUGHT we were here Market Exploitation Actually, we were here Market Investigation Market Exploration Time

7. The Right Tools, The Wrong Situation

9. The Stair-Step Approach to Enterprise Sales The Customer You Want To Get Here The Customer He Needs to See Using Your Product Before Buying The Customer He Needs to See Using Your Product Before Buying Start Here The Customer He Needs to See Using Your Product Before Buying The Customer He Needs to See Using Your Product Before Buying

10. Market Exploration Workshop

11. Market Exploration What is your hypothesis? What do you need to learn? How do you test it?

12. Exercise (3-5 Hypotheses) Target customer Need Value proposition Competitors Competitive differentiation Go To Market strategy (include channels) Initial tactics– customers & channels Team / Resources Other thoughts on how to test?

13. Thanks Ross Rosen ross@atlasaccelerator.com