SlideShare a Scribd company logo
1 of 26
Download to read offline
Entrepreneurship 101!


Presented by:   !Murray McCaig!
          !     !Managing Partner!
          !     !MaRS Cleantech Fund!
          !     !mmccaig@marsvf.com!
!
          !     !Twitter: @murraymccaig!
Go-To-Market Strategy
4 quadrants of a successful go-to-market strategy!




   What are you              What	
                           Who	
                    Who are you
   selling?!                                                                           selling to?!

                                             Go-­‐To-­‐
                                             Market	
  
   How will you                                                                         Where will you
   reach your                                                                           promote your
   target market?!            How	
                         Where	
                     product?!




               Developing	
  a	
  go-­‐to-­‐market	
  strategy	
  is	
  an	
  itera7ve	
  
                process	
  as	
  each	
  component	
  impacts	
  the	
  other	
  

                                                                                                         Pg 3!
Case Studies!
Example MaRS clients for go-to-market case studies!




¨  Ultra low cost meter for measuring   ¨  Electric bike that is ultra lightweight,
    energy usage in buildings at the         foldable, and provides a unique
    circuit board level!                     ergonomic sitting position (e.g. its cool)!
¨  Cloud based data analytics and       ¨  Premium priced!
    customizable user interface!

¨  Revenue grade!




                                                                                           Pg 4!
What	
                   Who	
  
           Go-­‐To-­‐
           Market	
  

 How	
                  Where	
  


What are you selling?!

                                    Pg 5!
Whole Solution!
What part of the whole solution are you selling? Can you sell?!
                                                                 Example!
                                                                CircuitMeter!
     ¨  What is the whole solution                           Value	
  Added	
  Services	
  
         to the end user?!
     ¨  What portion of the whole                            Tenant	
  Billing	
  System	
  
         solution can you deliver?!
                                                                Service	
  &	
  Support	
  
     ¨  Are partners readily




                                        Services	
  
         available for delivering the                                Installa7on	
  
         whole solution?!
                                                                  Cloud	
  Based	
  UI	
  


                                        Core	
  Product	
  
                                                                   Data	
  Analy7cs	
  
                                                               So>ware/Firmware	
  
                                                                      Hardware	
  
Value Proposition!
What are your unique product BENEFITS?!

                Value = Benefits - Costs!
  ¨  Value proposition MUST be based on the part of the WHOLE SOLUTION
      you intend to sell!
  ¨  What UNIQUE benefits does your product/whole solution provide in
      comparison to other competitors?!
  ¨  Typically compete on either (1) cost or (2) differentiation!
     –  Same value, <= price!
     –  Greater value, >= price!

  ¨  Costs include:!
     –  Risks (high when dealing with a startup); switching barriers; others?!

  ¨  Building your value proposition is a continuous process!
                                                                                 Pg 7!
Example Value Proposition!
Focus on benefits, NOT features!

                                       Defining Unique Benefits!
                                          Example: LifeBike!

                       Features	
                                        Benefits	
  

 Independent	
  crank	
  system	
  
                                                  Safe	
  and	
  comfortable	
  riding	
  posi7on	
  
 Low,	
  ergonomic	
  riding	
  posi7on	
  

 18.5	
  lbs,	
  carbon	
  fiber	
  frame	
        Portable	
  and	
  compact	
  for	
  easy	
  storage	
  

 Lithium	
  ion	
  baQery	
  powered	
            Be	
  green	
  …	
  Don’t	
  sweat	
  




                                                                                                             Pg 8!
What	
                   Who	
  
            Go-­‐To-­‐
            Market	
  

  How	
                  Where	
  


Who are you selling to?!

                                     Pg 9!
Market Segmentation
Think about segments, NOT market size and share of market!


            Market!                  Market Segments!




                      1%!

                                                             Pg 10!
Market Segmentation
Use easily identifiable criteria to segment market!

       Sex?!        Urban Core?!   Age Demographic?!   Market Segments (Size)!



                           Yes!




         Male!

                            No!


                           Yes!

         Female!




                            No!



                                                                                 Pg 11!
Determine Segment Fit with Benefits
Compare NEEDS of each segment with your primary BENEFITS!

                                        Segment Needs vs. Solution Benefits!
                                                 LifeBike Example!
         High!
      Portable / Easy Storage!




                                             Compe77on	
  
     Low!

                                 Low!                                           High!
                                            “No Sweat”/ Safe Riding Position!           Pg 12!
Refining the Target Market
Other factors beyond fit with benefits must be considered!

                    Segmenting Beyond Fit with Value Proposition !
                               CircuitMeter Example!
                                    Fit with Value Proposition         Ease of Selling

                                                                                               Overall
                                     Needs/        Propensity to   Market         Market
   Market Segment     Market Size
                                    Solution Fit      Spend      Concentration    Access
                                                                                             Segment
                                                                                           Attractiveness


     Retirement
       Homes


     Apartments

    Tenant Owned
       Buildings

     Multi-tenant
      Buildings


                                                                                   Low                 High

                                                                                                              Pg 13!
Beachhead Strategy
A beachhead strategy is a leveraged approach to market rollout!

                                    Beachhead Market Rollout Strategy!
                                          Example: CircuitMeter!
    Tomorrow!
                                                     Tenant
                                                                   208,000!                      117,000!
                     Multi-tenant                    Owned                        Apartments,
                      Bldings,                      Bldings,                       Top 10 US
                      Toronto  !                    Major Cdn!                       Cities
                                                                                          !




                                      Tenant      3,000!                          91,000!         Retirement
                                                                                                               109,000!
                                                                    Apartments,
                                      Owned                                                        Homes –
                                                                     Major Cdn
                                      Bldings,                                                    Top 10 US
                                                                       Cities
                                                                            !
                                      Toronto!                                                      Cities
                                                                                                         !



                                         4,500!                                                   5,500!
                                                                                    Retirement
                                                   Apartments,                       Homes –
                      Market                         Toronto!                       Major Cdn                   Market
                    Penetration                                                       Cities
                                                                                           !
                                                                       700!                                    Expansion!
                   (Needs-based !                                    Bldings!
                   Segmentation)!
                                                                         !
                                                                    Retirement
                                                                     Homes -
                                                                     Toronto!
                                                                         !
     Today!


                                                                 Point of Attack!                                           Pg 14!
What	
                   Who	
  
                    Go-­‐To-­‐
                    Market	
  

         How	
                   Where	
  


How will you reach your target market?!

                                             Pg 15!
Channel(s) Strategy
  Many options for reaching your target market!

                                  Channel Options!
e-Commerce!   You	
                                                                       Customer	
  



Direct!                                                                 Salesperson/
Personal      You	
                                                         Reps	
        Customer	
  
Selling!


Retail!
              You	
                                      Retailer	
                       Customer	
  
(on/offine)!



                                      Distributor/	
  
Indirect!     You	
                       Reps	
                        Salesperson	
     Customer	
  


Component
or Private    You	
     OEM	
                                                             Customer	
  
Label!

                                                                                                         Pg 16!
Channel(s) Selection!
Factors to consider in channel selection!

  ¨  Deal size / Product margin !
  ¨  Percent of whole product!
  ¨  Solution complexity!
  ¨  Credibility/brand!
  ¨  Importance of local knowledge!
  ¨  Time to market!
  ¨  Number of target customers!
  !




                                            Pg 17!
Direct Sales!
Key points to consider in building a high performance sales team!

  ¨  Recruit the best … pay for performance!
  ¨  Top guns follow great managers!
  ¨  Industry experience!
  ¨  Be a leader … get involved!
  ¨  Align with business targets!
  ¨  Manage to targets/activity … yearly, monthly, weekly, daily (track it!)!
  ¨  Be aware of salespeople chasing the “big fish”!
  ¨  Fire fast … spend time with top performers!
  ¨  Training and knowledge sharing!
  ¨  Tweak the compensation plan!
  ¨  Inside sales team!

                                                                                 Pg 18!
Indirect Sales!
Factors to consider in developing an indirect channel strategy!

  ¨  Reps or Distributors!
  ¨  Selection!
     –  Alignment with target market!
     –  Reputation/brand!

  ¨  Management!
     –  Legal agreement (targets, pricing/commissions, information sharing, …)!
     –  Market/account split (house accounts) … customer ownership?!
     –  Training!
     –  ‘Drive-a-rounds’!




                                                                                  Pg 19!
What	
                   Who	
  
                   Go-­‐To-­‐
                   Market	
  

        How	
                   Where	
  


Where will you promote your product?!

                                            Pg 20!
Promotion Plan!
Where will you communicate to reach decision makers!

  ¨  Align your promotion plan with your target market!
  ¨  Focus on reaching decision makers!
  ¨  Types of promotion!
     –  PR (mass, specialty)!
     –  Word-of-mouth!
     –  Social media!
     –  Trade shows!
     –  White papers!
     –  Product demos!
     –  Gorilla/shock/…!
     –  …. and finally, advertising (print, tv, internet)!



                                                            Pg 21!
Messaging
Spend time getting the message right for the market segment and DM!


                      LifeBike Positioning Statement!


 LifeBike is…        … a revolutionary lightweight electric bike with an easy
 [what]!             riding position … !

 …primarily for…     … safety conscious urban commuters who don’t want to
 [target market] !   “sweat it” on their ride to the office.!

 The compelling      • Portable and compact for easy storage in your condo;!
 reason to buy       • Comfortable and safe riding position;!
 [benefits] …!        • Cool!

                     • Traditional e-bikes that are uncomfortable and difficult to
 … unlike
                       ride in a congested urban environment, and!
 [competitors] …!    • e-Scooters/Mopeds that are heavy, slow and very ‘uncool’!

                                                                                    Pg 22!
Summary



          What	
                   Who	
  
                     Go-­‐To-­‐
                     Market	
  

          How	
                   Where	
  




                                              Pg 23!
Crossing the Chasm
   Jump the chasm with a focused go-to-market!

                        Crossing the Chasm !




                                                 Area under curve
                                                 represents number
                           Focus on needs of     of customers!
                           the Early Majority!




Do not require full
solution and are less
price sensitive!                                                     Pg 24!
Go-to-Market Summary!
7 steps in developing a powerful go-to-market strategy!


  1.  Whole solution!

  2.  Value proposition!             What	
                   Who	
  
  3.  Market segmentation!                      Go-­‐To-­‐
                                                Market	
  
  4.  Target segment!

  5.  Beachhead strategy!             How	
                  Where	
  
  6.  Channel(s)!

  7.  Promotion plan!


                                                                         Pg 25!
Murray McCaig!
mmccaig@marsvf.com!
Twitter: @murraymccaig!

More Related Content

What's hot

The SaaS business model and metrics
The SaaS business model and metricsThe SaaS business model and metrics
The SaaS business model and metricsDavid Skok
 
Go-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark WalkerGo-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark WalkerSales Impact Academy
 
Startup Metrics for Pirates
Startup Metrics for PiratesStartup Metrics for Pirates
Startup Metrics for PiratesDave McClure
 
Outbound prospecting for highly targeted lead flow
Outbound prospecting for highly targeted lead flowOutbound prospecting for highly targeted lead flow
Outbound prospecting for highly targeted lead flowDavid Skok
 
KPI analytics for saas startups
KPI analytics for saas startupsKPI analytics for saas startups
KPI analytics for saas startupsArtyom Efremov
 
HubSpot go-to-market strategy
HubSpot go-to-market strategyHubSpot go-to-market strategy
HubSpot go-to-market strategyMassTLC
 
Why Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategyWhy Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategyMickey Alon
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market StrategyJeremy Horn
 
Lecture 1 intro bus model cust dev 120411
Lecture 1 intro bus model cust dev 120411Lecture 1 intro bus model cust dev 120411
Lecture 1 intro bus model cust dev 120411Stanford University
 
Customer Development Past Present Future Steve Blank 111909
Customer Development Past Present Future Steve Blank 111909Customer Development Past Present Future Steve Blank 111909
Customer Development Past Present Future Steve Blank 111909Stanford University
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand StrategyVCU Brandcenter
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101vinodharith
 
Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM SurveyTomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM SurveySaaStock
 
Business Model For Startups Company Powerpoint Presentation Slides
Business Model For Startups Company Powerpoint Presentation SlidesBusiness Model For Startups Company Powerpoint Presentation Slides
Business Model For Startups Company Powerpoint Presentation SlidesSlideTeam
 
The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...
The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...
The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...J. Skyler Fernandes
 
7-Step Framework for Crafting a Bullet-Proof Sales Strategy in 2019
7-Step Framework for Crafting a  Bullet-Proof Sales Strategy in 20197-Step Framework for Crafting a  Bullet-Proof Sales Strategy in 2019
7-Step Framework for Crafting a Bullet-Proof Sales Strategy in 2019Sales Hacker
 
Customer Development at Startup2Startup
Customer Development at Startup2StartupCustomer Development at Startup2Startup
Customer Development at Startup2StartupStanford University
 
Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...
Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...
Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...Michael Skok
 
Geoffrey Moore Slide Set from the Berkeley Digital Media Conference
Geoffrey Moore Slide Set from the Berkeley Digital Media ConferenceGeoffrey Moore Slide Set from the Berkeley Digital Media Conference
Geoffrey Moore Slide Set from the Berkeley Digital Media ConferenceGeoffrey Moore
 

What's hot (20)

The SaaS business model and metrics
The SaaS business model and metricsThe SaaS business model and metrics
The SaaS business model and metrics
 
Go-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark WalkerGo-To-Market Fundamentals - Mark Walker
Go-To-Market Fundamentals - Mark Walker
 
Startup Metrics for Pirates
Startup Metrics for PiratesStartup Metrics for Pirates
Startup Metrics for Pirates
 
Outbound prospecting for highly targeted lead flow
Outbound prospecting for highly targeted lead flowOutbound prospecting for highly targeted lead flow
Outbound prospecting for highly targeted lead flow
 
KPI analytics for saas startups
KPI analytics for saas startupsKPI analytics for saas startups
KPI analytics for saas startups
 
HubSpot go-to-market strategy
HubSpot go-to-market strategyHubSpot go-to-market strategy
HubSpot go-to-market strategy
 
Why Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategyWhy Product-Led Growth is the most effective GTM strategy
Why Product-Led Growth is the most effective GTM strategy
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market Strategy
 
Lecture 1 intro bus model cust dev 120411
Lecture 1 intro bus model cust dev 120411Lecture 1 intro bus model cust dev 120411
Lecture 1 intro bus model cust dev 120411
 
Product-led growth
Product-led growthProduct-led growth
Product-led growth
 
Customer Development Past Present Future Steve Blank 111909
Customer Development Past Present Future Steve Blank 111909Customer Development Past Present Future Steve Blank 111909
Customer Development Past Present Future Steve Blank 111909
 
Business Strategy + Brand Strategy
Business Strategy + Brand StrategyBusiness Strategy + Brand Strategy
Business Strategy + Brand Strategy
 
Go to Market 101
Go to Market 101Go to Market 101
Go to Market 101
 
Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM SurveyTomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
 
Business Model For Startups Company Powerpoint Presentation Slides
Business Model For Startups Company Powerpoint Presentation SlidesBusiness Model For Startups Company Powerpoint Presentation Slides
Business Model For Startups Company Powerpoint Presentation Slides
 
The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...
The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...
The Best Startup Investor Pitch Deck & How to Present to Angels & Venture Cap...
 
7-Step Framework for Crafting a Bullet-Proof Sales Strategy in 2019
7-Step Framework for Crafting a  Bullet-Proof Sales Strategy in 20197-Step Framework for Crafting a  Bullet-Proof Sales Strategy in 2019
7-Step Framework for Crafting a Bullet-Proof Sales Strategy in 2019
 
Customer Development at Startup2Startup
Customer Development at Startup2StartupCustomer Development at Startup2Startup
Customer Development at Startup2Startup
 
Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...
Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...
Driving to Market - How to "Drive" Competitive Advantage in your Go To Market...
 
Geoffrey Moore Slide Set from the Berkeley Digital Media Conference
Geoffrey Moore Slide Set from the Berkeley Digital Media ConferenceGeoffrey Moore Slide Set from the Berkeley Digital Media Conference
Geoffrey Moore Slide Set from the Berkeley Digital Media Conference
 

Viewers also liked

Go to Market Strategy - Entrepreneurship 101
Go to Market Strategy  - Entrepreneurship 101Go to Market Strategy  - Entrepreneurship 101
Go to Market Strategy - Entrepreneurship 101MaRS Discovery District
 
How to Size a Market Opportunity — Fast
How to Size a Market Opportunity — FastHow to Size a Market Opportunity — Fast
How to Size a Market Opportunity — FastOpenView
 
Go to Market Strategy
Go to Market StrategyGo to Market Strategy
Go to Market StrategyRajiv Netra
 
David Skok's, SMASH Summit NYC
David Skok's,  SMASH Summit NYCDavid Skok's,  SMASH Summit NYC
David Skok's, SMASH Summit NYC500 Startups
 
How to Hire a Great VP Sales '14: From NY Enterprise Tech Meet-up
How to Hire a Great VP Sales '14:  From NY Enterprise Tech Meet-upHow to Hire a Great VP Sales '14:  From NY Enterprise Tech Meet-up
How to Hire a Great VP Sales '14: From NY Enterprise Tech Meet-upstormventures
 
Tom Tunguz Talk at Wharton San Francisco
Tom Tunguz Talk at Wharton San FranciscoTom Tunguz Talk at Wharton San Francisco
Tom Tunguz Talk at Wharton San FranciscoTomasz Tunguz
 
SaaStr at Dreamforce '14: Benchmarking Your Start-Up: How Am I Doing -- Rea...
SaaStr at Dreamforce '14:  Benchmarking Your Start-Up:  How Am I Doing -- Rea...SaaStr at Dreamforce '14:  Benchmarking Your Start-Up:  How Am I Doing -- Rea...
SaaStr at Dreamforce '14: Benchmarking Your Start-Up: How Am I Doing -- Rea...stormventures
 
How (and When) to Hire a Great VP of Customer Success Management CSM
How (and When) to Hire a Great VP of Customer Success Management CSMHow (and When) to Hire a Great VP of Customer Success Management CSM
How (and When) to Hire a Great VP of Customer Success Management CSMGainsight
 
How to Develop Your SaaS Pricing Model
How to Develop Your SaaS Pricing ModelHow to Develop Your SaaS Pricing Model
How to Develop Your SaaS Pricing ModelLincoln Murphy
 
SaaS Accounting: The blueprint to understanding and optimizing
SaaS Accounting: The blueprint to understanding and optimizingSaaS Accounting: The blueprint to understanding and optimizing
SaaS Accounting: The blueprint to understanding and optimizingPrice Intelligently
 
9 Worst Practices in SaaS Metrics
9 Worst Practices in SaaS Metrics9 Worst Practices in SaaS Metrics
9 Worst Practices in SaaS MetricsChristoph Janz
 
The SaaS business model
The SaaS business modelThe SaaS business model
The SaaS business modelDavid Skok
 
Slack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User GrowthSlack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User GrowthHeavybit
 
A SaaS Metric designed to Increase Free Trial Conversions
A SaaS Metric designed to Increase Free Trial ConversionsA SaaS Metric designed to Increase Free Trial Conversions
A SaaS Metric designed to Increase Free Trial ConversionsLincoln Murphy
 
How to Drive Growth with Customer Success Metrics
How to Drive Growth with Customer Success MetricsHow to Drive Growth with Customer Success Metrics
How to Drive Growth with Customer Success MetricsGainsight
 
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfSaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfLincoln Murphy
 

Viewers also liked (20)

Go to Market Strategy - Entrepreneurship 101
Go to Market Strategy  - Entrepreneurship 101Go to Market Strategy  - Entrepreneurship 101
Go to Market Strategy - Entrepreneurship 101
 
Market Sizing 101
Market Sizing 101Market Sizing 101
Market Sizing 101
 
How to Size a Market Opportunity — Fast
How to Size a Market Opportunity — FastHow to Size a Market Opportunity — Fast
How to Size a Market Opportunity — Fast
 
Go-to-Market Strategy vs Marketing Strategy
Go-to-Market Strategy vs Marketing StrategyGo-to-Market Strategy vs Marketing Strategy
Go-to-Market Strategy vs Marketing Strategy
 
Go to Market Strategy
Go to Market StrategyGo to Market Strategy
Go to Market Strategy
 
David Skok's, SMASH Summit NYC
David Skok's,  SMASH Summit NYCDavid Skok's,  SMASH Summit NYC
David Skok's, SMASH Summit NYC
 
How to Hire a Great VP Sales '14: From NY Enterprise Tech Meet-up
How to Hire a Great VP Sales '14:  From NY Enterprise Tech Meet-upHow to Hire a Great VP Sales '14:  From NY Enterprise Tech Meet-up
How to Hire a Great VP Sales '14: From NY Enterprise Tech Meet-up
 
Tom Tunguz Talk at Wharton San Francisco
Tom Tunguz Talk at Wharton San FranciscoTom Tunguz Talk at Wharton San Francisco
Tom Tunguz Talk at Wharton San Francisco
 
SaaStr at Dreamforce '14: Benchmarking Your Start-Up: How Am I Doing -- Rea...
SaaStr at Dreamforce '14:  Benchmarking Your Start-Up:  How Am I Doing -- Rea...SaaStr at Dreamforce '14:  Benchmarking Your Start-Up:  How Am I Doing -- Rea...
SaaStr at Dreamforce '14: Benchmarking Your Start-Up: How Am I Doing -- Rea...
 
What is Pipeline Marketing
What is Pipeline Marketing What is Pipeline Marketing
What is Pipeline Marketing
 
How (and When) to Hire a Great VP of Customer Success Management CSM
How (and When) to Hire a Great VP of Customer Success Management CSMHow (and When) to Hire a Great VP of Customer Success Management CSM
How (and When) to Hire a Great VP of Customer Success Management CSM
 
How to Develop Your SaaS Pricing Model
How to Develop Your SaaS Pricing ModelHow to Develop Your SaaS Pricing Model
How to Develop Your SaaS Pricing Model
 
SaaS Accounting: The blueprint to understanding and optimizing
SaaS Accounting: The blueprint to understanding and optimizingSaaS Accounting: The blueprint to understanding and optimizing
SaaS Accounting: The blueprint to understanding and optimizing
 
The Secrets to SaaS Pricing
The Secrets to SaaS PricingThe Secrets to SaaS Pricing
The Secrets to SaaS Pricing
 
9 Worst Practices in SaaS Metrics
9 Worst Practices in SaaS Metrics9 Worst Practices in SaaS Metrics
9 Worst Practices in SaaS Metrics
 
The SaaS business model
The SaaS business modelThe SaaS business model
The SaaS business model
 
Slack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User GrowthSlack's Ali Rayl on Scaling Support for User Growth
Slack's Ali Rayl on Scaling Support for User Growth
 
A SaaS Metric designed to Increase Free Trial Conversions
A SaaS Metric designed to Increase Free Trial ConversionsA SaaS Metric designed to Increase Free Trial Conversions
A SaaS Metric designed to Increase Free Trial Conversions
 
How to Drive Growth with Customer Success Metrics
How to Drive Growth with Customer Success MetricsHow to Drive Growth with Customer Success Metrics
How to Drive Growth with Customer Success Metrics
 
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfSaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell Itself
 

Similar to Go-To-Market Strategy - Entrepreneurship 101 (2012/2013)

Pricing, Business Models, and What Things are Worth
Pricing, Business Models, and What Things are WorthPricing, Business Models, and What Things are Worth
Pricing, Business Models, and What Things are WorthEnthiosys Inc
 
ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...
ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...
ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...Mike Inman
 
Business plans
Business plansBusiness plans
Business plansKen Berkun
 
Lead Intel: Readying the Field to Successfully Follow-Up on Marketing Leads
Lead Intel: Readying the Field to Successfully Follow-Up on Marketing LeadsLead Intel: Readying the Field to Successfully Follow-Up on Marketing Leads
Lead Intel: Readying the Field to Successfully Follow-Up on Marketing LeadsAct-On Software
 
Amazon.com Strategic Analysis
Amazon.com Strategic AnalysisAmazon.com Strategic Analysis
Amazon.com Strategic AnalysisMax Jallifier
 
Bob dorf about Customer Development
Bob dorf about Customer DevelopmentBob dorf about Customer Development
Bob dorf about Customer DevelopmentVeeRoute
 
Quantifying value: Working Through the Math
Quantifying value: Working Through the Math Quantifying value: Working Through the Math
Quantifying value: Working Through the Math LeveragePoint Innovations
 
Huong dan de_tai_tot_nghiep_marketing_manager
Huong dan de_tai_tot_nghiep_marketing_managerHuong dan de_tai_tot_nghiep_marketing_manager
Huong dan de_tai_tot_nghiep_marketing_managerViệt Long Plaza
 
Pricing, Business Models, and What Are Things Worth
Pricing, Business Models, and What Are Things WorthPricing, Business Models, and What Are Things Worth
Pricing, Business Models, and What Are Things WorthSVPMA
 
Adaptive marketing presenting_translating_market_research_to_product_strat…
Adaptive marketing presenting_translating_market_research_to_product_strat…Adaptive marketing presenting_translating_market_research_to_product_strat…
Adaptive marketing presenting_translating_market_research_to_product_strat…harshawowdesigns
 
Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...
Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...
Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...Mack McCoy
 
Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101
Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101
Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101MaRS Discovery District
 
Go-to-Market Strategy - Entrepreneurship 101
Go-to-Market Strategy - Entrepreneurship 101Go-to-Market Strategy - Entrepreneurship 101
Go-to-Market Strategy - Entrepreneurship 101MaRS Discovery District
 
User Experience Design In Healthcare | Fresh Tilled Soil
User Experience Design In Healthcare | Fresh Tilled SoilUser Experience Design In Healthcare | Fresh Tilled Soil
User Experience Design In Healthcare | Fresh Tilled SoilFresh Tilled Soil
 
Entrepreneurship 101 - Market Intelligence and Analysis
Entrepreneurship 101 - Market Intelligence and AnalysisEntrepreneurship 101 - Market Intelligence and Analysis
Entrepreneurship 101 - Market Intelligence and AnalysisMaRS Discovery District
 
Bob Dorf at the NJ Tech Meetup, January 2013
Bob Dorf at the NJ Tech Meetup, January 2013Bob Dorf at the NJ Tech Meetup, January 2013
Bob Dorf at the NJ Tech Meetup, January 2013rocketfuel.cc
 

Similar to Go-To-Market Strategy - Entrepreneurship 101 (2012/2013) (20)

Insight111011_markkinatieto_start-up
Insight111011_markkinatieto_start-upInsight111011_markkinatieto_start-up
Insight111011_markkinatieto_start-up
 
Pricing, Business Models, and What Things are Worth
Pricing, Business Models, and What Things are WorthPricing, Business Models, and What Things are Worth
Pricing, Business Models, and What Things are Worth
 
ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...
ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...
ISM: Power Up! Become a Strategic Influence with Your Company’s Indirect Proc...
 
Business plans
Business plansBusiness plans
Business plans
 
Marketing Value Chain
Marketing  Value  ChainMarketing  Value  Chain
Marketing Value Chain
 
Lead Intel: Readying the Field to Successfully Follow-Up on Marketing Leads
Lead Intel: Readying the Field to Successfully Follow-Up on Marketing LeadsLead Intel: Readying the Field to Successfully Follow-Up on Marketing Leads
Lead Intel: Readying the Field to Successfully Follow-Up on Marketing Leads
 
4ps
4ps4ps
4ps
 
Amazon.com Strategic Analysis
Amazon.com Strategic AnalysisAmazon.com Strategic Analysis
Amazon.com Strategic Analysis
 
Bob dorf about Customer Development
Bob dorf about Customer DevelopmentBob dorf about Customer Development
Bob dorf about Customer Development
 
Quantifying value: Working Through the Math
Quantifying value: Working Through the Math Quantifying value: Working Through the Math
Quantifying value: Working Through the Math
 
Huong dan de_tai_tot_nghiep_marketing_manager
Huong dan de_tai_tot_nghiep_marketing_managerHuong dan de_tai_tot_nghiep_marketing_manager
Huong dan de_tai_tot_nghiep_marketing_manager
 
Pricing, Business Models, and What Are Things Worth
Pricing, Business Models, and What Are Things WorthPricing, Business Models, and What Are Things Worth
Pricing, Business Models, and What Are Things Worth
 
Adaptive marketing presenting_translating_market_research_to_product_strat…
Adaptive marketing presenting_translating_market_research_to_product_strat…Adaptive marketing presenting_translating_market_research_to_product_strat…
Adaptive marketing presenting_translating_market_research_to_product_strat…
 
Transformational Shopper Marketing Strategy
Transformational Shopper Marketing StrategyTransformational Shopper Marketing Strategy
Transformational Shopper Marketing Strategy
 
Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...
Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...
Opening Your Innovation Channels for Effective Product Advantage by Jeofrey B...
 
Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101
Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101
Go-to-Market Strategy with Jon Dogterom - Entrepreneurship 101
 
Go-to-Market Strategy - Entrepreneurship 101
Go-to-Market Strategy - Entrepreneurship 101Go-to-Market Strategy - Entrepreneurship 101
Go-to-Market Strategy - Entrepreneurship 101
 
User Experience Design In Healthcare | Fresh Tilled Soil
User Experience Design In Healthcare | Fresh Tilled SoilUser Experience Design In Healthcare | Fresh Tilled Soil
User Experience Design In Healthcare | Fresh Tilled Soil
 
Entrepreneurship 101 - Market Intelligence and Analysis
Entrepreneurship 101 - Market Intelligence and AnalysisEntrepreneurship 101 - Market Intelligence and Analysis
Entrepreneurship 101 - Market Intelligence and Analysis
 
Bob Dorf at the NJ Tech Meetup, January 2013
Bob Dorf at the NJ Tech Meetup, January 2013Bob Dorf at the NJ Tech Meetup, January 2013
Bob Dorf at the NJ Tech Meetup, January 2013
 

More from MaRS Discovery District

How to Pitch a VC - Entrepreneurship 101
How to Pitch a VC - Entrepreneurship 101How to Pitch a VC - Entrepreneurship 101
How to Pitch a VC - Entrepreneurship 101MaRS Discovery District
 
25 lessons learned - Entrepreneurship 101
25 lessons learned - Entrepreneurship 10125 lessons learned - Entrepreneurship 101
25 lessons learned - Entrepreneurship 101MaRS Discovery District
 
So you want to start a business? - Entrepreneurship 101
So you want to start a business? - Entrepreneurship 101So you want to start a business? - Entrepreneurship 101
So you want to start a business? - Entrepreneurship 101MaRS Discovery District
 
Lessons in Startup Leadership - Entrepreneurship 101
Lessons in Startup Leadership - Entrepreneurship 101Lessons in Startup Leadership - Entrepreneurship 101
Lessons in Startup Leadership - Entrepreneurship 101MaRS Discovery District
 
Startup finances: Forecasting, Modelling & Metrics
Startup finances:  Forecasting, Modelling & MetricsStartup finances:  Forecasting, Modelling & Metrics
Startup finances: Forecasting, Modelling & MetricsMaRS Discovery District
 
10+ Steps to Scaling Your Cheer Squad - Entrepreneurship 101
10+ Steps to Scaling Your Cheer Squad - Entrepreneurship 10110+ Steps to Scaling Your Cheer Squad - Entrepreneurship 101
10+ Steps to Scaling Your Cheer Squad - Entrepreneurship 101MaRS Discovery District
 
Scaling Your Startup - Entrepreneurship 101
Scaling Your Startup - Entrepreneurship 101Scaling Your Startup - Entrepreneurship 101
Scaling Your Startup - Entrepreneurship 101MaRS Discovery District
 
Scaling Outside Canada - Entrepreneurship 101
Scaling Outside Canada - Entrepreneurship 101Scaling Outside Canada - Entrepreneurship 101
Scaling Outside Canada - Entrepreneurship 101MaRS Discovery District
 
Partnership Negotiations - Entrepreneurship 101
Partnership Negotiations - Entrepreneurship 101Partnership Negotiations - Entrepreneurship 101
Partnership Negotiations - Entrepreneurship 101MaRS Discovery District
 
Art of the deal 101: Notes from the Trenches - Entrepreneurship 101
Art of the deal 101: Notes from the Trenches - Entrepreneurship 101Art of the deal 101: Notes from the Trenches - Entrepreneurship 101
Art of the deal 101: Notes from the Trenches - Entrepreneurship 101MaRS Discovery District
 
The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101
The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101
The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101MaRS Discovery District
 
Sales Putting the Fun in Funnel - Entrepreneurship 101
Sales Putting the Fun in Funnel - Entrepreneurship 101Sales Putting the Fun in Funnel - Entrepreneurship 101
Sales Putting the Fun in Funnel - Entrepreneurship 101MaRS Discovery District
 

More from MaRS Discovery District (20)

How to Pitch a VC - Entrepreneurship 101
How to Pitch a VC - Entrepreneurship 101How to Pitch a VC - Entrepreneurship 101
How to Pitch a VC - Entrepreneurship 101
 
The Pitch - Entrepreneurship 101
The Pitch - Entrepreneurship 101The Pitch - Entrepreneurship 101
The Pitch - Entrepreneurship 101
 
25 lessons learned - Entrepreneurship 101
25 lessons learned - Entrepreneurship 10125 lessons learned - Entrepreneurship 101
25 lessons learned - Entrepreneurship 101
 
So you want to start a business? - Entrepreneurship 101
So you want to start a business? - Entrepreneurship 101So you want to start a business? - Entrepreneurship 101
So you want to start a business? - Entrepreneurship 101
 
Lessons in Startup Leadership - Entrepreneurship 101
Lessons in Startup Leadership - Entrepreneurship 101Lessons in Startup Leadership - Entrepreneurship 101
Lessons in Startup Leadership - Entrepreneurship 101
 
Why Should I Work for You? (The EVP)
Why Should I Work for You? (The EVP)Why Should I Work for You? (The EVP)
Why Should I Work for You? (The EVP)
 
A New Hiring Paradigm
A New Hiring ParadigmA New Hiring Paradigm
A New Hiring Paradigm
 
How to Find and Hire Top Talent
How to Find and Hire Top TalentHow to Find and Hire Top Talent
How to Find and Hire Top Talent
 
Startup finances: Forecasting, Modelling & Metrics
Startup finances:  Forecasting, Modelling & MetricsStartup finances:  Forecasting, Modelling & Metrics
Startup finances: Forecasting, Modelling & Metrics
 
Financial Modelling
Financial Modelling Financial Modelling
Financial Modelling
 
Forecasting Revenue
Forecasting RevenueForecasting Revenue
Forecasting Revenue
 
10+ Steps to Scaling Your Cheer Squad - Entrepreneurship 101
10+ Steps to Scaling Your Cheer Squad - Entrepreneurship 10110+ Steps to Scaling Your Cheer Squad - Entrepreneurship 101
10+ Steps to Scaling Your Cheer Squad - Entrepreneurship 101
 
Scaling Your Startup - Entrepreneurship 101
Scaling Your Startup - Entrepreneurship 101Scaling Your Startup - Entrepreneurship 101
Scaling Your Startup - Entrepreneurship 101
 
Scaling Outside Canada - Entrepreneurship 101
Scaling Outside Canada - Entrepreneurship 101Scaling Outside Canada - Entrepreneurship 101
Scaling Outside Canada - Entrepreneurship 101
 
Partnership Negotiations - Entrepreneurship 101
Partnership Negotiations - Entrepreneurship 101Partnership Negotiations - Entrepreneurship 101
Partnership Negotiations - Entrepreneurship 101
 
Licensing - Entrepreneurship 101
Licensing - Entrepreneurship 101Licensing - Entrepreneurship 101
Licensing - Entrepreneurship 101
 
Art of the deal 101: Notes from the Trenches - Entrepreneurship 101
Art of the deal 101: Notes from the Trenches - Entrepreneurship 101Art of the deal 101: Notes from the Trenches - Entrepreneurship 101
Art of the deal 101: Notes from the Trenches - Entrepreneurship 101
 
Social Selling - Entrepreneurship 101
Social Selling - Entrepreneurship 101Social Selling - Entrepreneurship 101
Social Selling - Entrepreneurship 101
 
The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101
The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101
The Art & Science of Sales: Tips, Tricks & Tools - Entrepreneurship 101
 
Sales Putting the Fun in Funnel - Entrepreneurship 101
Sales Putting the Fun in Funnel - Entrepreneurship 101Sales Putting the Fun in Funnel - Entrepreneurship 101
Sales Putting the Fun in Funnel - Entrepreneurship 101
 

Recently uploaded

Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIBGregory DeShields
 
Introducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsIntroducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsKnowledgeSeed
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextP&CO
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...SOFTTECHHUB
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfShashank Mehta
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Lviv Startup Club
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreNZSG
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfJamesConcepcion7
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsIndiaMART InterMESH Limited
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingrajputmeenakshi733
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024Chandresh Chudasama
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesDoe Paoro
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesAurelien Domont, MBA
 
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...PRnews2
 

Recently uploaded (20)

Fundamentals Welcome and Inclusive DEIB
Fundamentals Welcome and  Inclusive DEIBFundamentals Welcome and  Inclusive DEIB
Fundamentals Welcome and Inclusive DEIB
 
Introducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsIntroducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applications
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider context
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...Andrii Rodionov: What can go wrong in a distributed system – experience from ...
Andrii Rodionov: What can go wrong in a distributed system – experience from ...
 
Jewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource CentreJewish Resources in the Family Resource Centre
Jewish Resources in the Family Resource Centre
 
WSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdfWSMM Media and Entertainment Feb_March_Final.pdf
WSMM Media and Entertainment Feb_March_Final.pdf
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan Dynamics
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors Data
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketing
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024
 
WAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdfWAM Corporate Presentation April 12 2024.pdf
WAM Corporate Presentation April 12 2024.pdf
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate Professional
 
Unveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic ExperiencesUnveiling the Soundscape Music for Psychedelic Experiences
Unveiling the Soundscape Music for Psychedelic Experiences
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and Templates
 
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
 

Go-To-Market Strategy - Entrepreneurship 101 (2012/2013)

  • 1.
  • 2. Entrepreneurship 101! Presented by: !Murray McCaig! ! !Managing Partner! ! !MaRS Cleantech Fund! ! !mmccaig@marsvf.com! ! ! !Twitter: @murraymccaig!
  • 3. Go-To-Market Strategy 4 quadrants of a successful go-to-market strategy! What are you What   Who   Who are you selling?! selling to?! Go-­‐To-­‐ Market   How will you Where will you reach your promote your target market?! How   Where   product?! Developing  a  go-­‐to-­‐market  strategy  is  an  itera7ve   process  as  each  component  impacts  the  other   Pg 3!
  • 4. Case Studies! Example MaRS clients for go-to-market case studies! ¨  Ultra low cost meter for measuring ¨  Electric bike that is ultra lightweight, energy usage in buildings at the foldable, and provides a unique circuit board level! ergonomic sitting position (e.g. its cool)! ¨  Cloud based data analytics and ¨  Premium priced! customizable user interface! ¨  Revenue grade! Pg 4!
  • 5. What   Who   Go-­‐To-­‐ Market   How   Where   What are you selling?! Pg 5!
  • 6. Whole Solution! What part of the whole solution are you selling? Can you sell?! Example! CircuitMeter! ¨  What is the whole solution Value  Added  Services   to the end user?! ¨  What portion of the whole Tenant  Billing  System   solution can you deliver?! Service  &  Support   ¨  Are partners readily Services   available for delivering the Installa7on   whole solution?! Cloud  Based  UI   Core  Product   Data  Analy7cs   So>ware/Firmware   Hardware  
  • 7. Value Proposition! What are your unique product BENEFITS?! Value = Benefits - Costs! ¨  Value proposition MUST be based on the part of the WHOLE SOLUTION you intend to sell! ¨  What UNIQUE benefits does your product/whole solution provide in comparison to other competitors?! ¨  Typically compete on either (1) cost or (2) differentiation! –  Same value, <= price! –  Greater value, >= price! ¨  Costs include:! –  Risks (high when dealing with a startup); switching barriers; others?! ¨  Building your value proposition is a continuous process! Pg 7!
  • 8. Example Value Proposition! Focus on benefits, NOT features! Defining Unique Benefits! Example: LifeBike! Features   Benefits   Independent  crank  system   Safe  and  comfortable  riding  posi7on   Low,  ergonomic  riding  posi7on   18.5  lbs,  carbon  fiber  frame   Portable  and  compact  for  easy  storage   Lithium  ion  baQery  powered   Be  green  …  Don’t  sweat   Pg 8!
  • 9. What   Who   Go-­‐To-­‐ Market   How   Where   Who are you selling to?! Pg 9!
  • 10. Market Segmentation Think about segments, NOT market size and share of market! Market! Market Segments! 1%! Pg 10!
  • 11. Market Segmentation Use easily identifiable criteria to segment market! Sex?! Urban Core?! Age Demographic?! Market Segments (Size)! Yes! Male! No! Yes! Female! No! Pg 11!
  • 12. Determine Segment Fit with Benefits Compare NEEDS of each segment with your primary BENEFITS! Segment Needs vs. Solution Benefits! LifeBike Example! High! Portable / Easy Storage! Compe77on   Low! Low! High! “No Sweat”/ Safe Riding Position! Pg 12!
  • 13. Refining the Target Market Other factors beyond fit with benefits must be considered! Segmenting Beyond Fit with Value Proposition ! CircuitMeter Example! Fit with Value Proposition Ease of Selling Overall Needs/ Propensity to Market Market Market Segment Market Size Solution Fit Spend Concentration Access Segment Attractiveness Retirement Homes Apartments Tenant Owned Buildings Multi-tenant Buildings Low High Pg 13!
  • 14. Beachhead Strategy A beachhead strategy is a leveraged approach to market rollout! Beachhead Market Rollout Strategy! Example: CircuitMeter! Tomorrow! Tenant 208,000! 117,000! Multi-tenant Owned Apartments, Bldings, Bldings, Top 10 US Toronto ! Major Cdn! Cities ! Tenant 3,000! 91,000! Retirement 109,000! Apartments, Owned Homes – Major Cdn Bldings, Top 10 US Cities ! Toronto! Cities ! 4,500! 5,500! Retirement Apartments, Homes – Market Toronto! Major Cdn Market Penetration Cities ! 700! Expansion! (Needs-based ! Bldings! Segmentation)! ! Retirement Homes - Toronto! ! Today! Point of Attack! Pg 14!
  • 15. What   Who   Go-­‐To-­‐ Market   How   Where   How will you reach your target market?! Pg 15!
  • 16. Channel(s) Strategy Many options for reaching your target market! Channel Options! e-Commerce! You   Customer   Direct! Salesperson/ Personal You   Reps   Customer   Selling! Retail! You   Retailer   Customer   (on/offine)! Distributor/   Indirect! You   Reps   Salesperson   Customer   Component or Private You   OEM   Customer   Label! Pg 16!
  • 17. Channel(s) Selection! Factors to consider in channel selection! ¨  Deal size / Product margin ! ¨  Percent of whole product! ¨  Solution complexity! ¨  Credibility/brand! ¨  Importance of local knowledge! ¨  Time to market! ¨  Number of target customers! ! Pg 17!
  • 18. Direct Sales! Key points to consider in building a high performance sales team! ¨  Recruit the best … pay for performance! ¨  Top guns follow great managers! ¨  Industry experience! ¨  Be a leader … get involved! ¨  Align with business targets! ¨  Manage to targets/activity … yearly, monthly, weekly, daily (track it!)! ¨  Be aware of salespeople chasing the “big fish”! ¨  Fire fast … spend time with top performers! ¨  Training and knowledge sharing! ¨  Tweak the compensation plan! ¨  Inside sales team! Pg 18!
  • 19. Indirect Sales! Factors to consider in developing an indirect channel strategy! ¨  Reps or Distributors! ¨  Selection! –  Alignment with target market! –  Reputation/brand! ¨  Management! –  Legal agreement (targets, pricing/commissions, information sharing, …)! –  Market/account split (house accounts) … customer ownership?! –  Training! –  ‘Drive-a-rounds’! Pg 19!
  • 20. What   Who   Go-­‐To-­‐ Market   How   Where   Where will you promote your product?! Pg 20!
  • 21. Promotion Plan! Where will you communicate to reach decision makers! ¨  Align your promotion plan with your target market! ¨  Focus on reaching decision makers! ¨  Types of promotion! –  PR (mass, specialty)! –  Word-of-mouth! –  Social media! –  Trade shows! –  White papers! –  Product demos! –  Gorilla/shock/…! –  …. and finally, advertising (print, tv, internet)! Pg 21!
  • 22. Messaging Spend time getting the message right for the market segment and DM! LifeBike Positioning Statement! LifeBike is… … a revolutionary lightweight electric bike with an easy [what]! riding position … ! …primarily for… … safety conscious urban commuters who don’t want to [target market] ! “sweat it” on their ride to the office.! The compelling • Portable and compact for easy storage in your condo;! reason to buy • Comfortable and safe riding position;! [benefits] …! • Cool! • Traditional e-bikes that are uncomfortable and difficult to … unlike ride in a congested urban environment, and! [competitors] …! • e-Scooters/Mopeds that are heavy, slow and very ‘uncool’! Pg 22!
  • 23. Summary What   Who   Go-­‐To-­‐ Market   How   Where   Pg 23!
  • 24. Crossing the Chasm Jump the chasm with a focused go-to-market! Crossing the Chasm ! Area under curve represents number Focus on needs of of customers! the Early Majority! Do not require full solution and are less price sensitive! Pg 24!
  • 25. Go-to-Market Summary! 7 steps in developing a powerful go-to-market strategy! 1.  Whole solution! 2.  Value proposition! What   Who   3.  Market segmentation! Go-­‐To-­‐ Market   4.  Target segment! 5.  Beachhead strategy! How   Where   6.  Channel(s)! 7.  Promotion plan! Pg 25!