This presentation provides an overview of the 5 key pillars to achieving success in a startup company and is a top line summary of the book "Startup Ignition". The reality is that market success cannot be achieved with faster, better, cheaper. Real breakthrough and sustained market growth requires differentiation. Differentiation in the way problems are solved, value is delivered and the market opportunity is addressed.

1. Startup Ignition
David Newberry

2. “Startup Ignition”
is a book by David Newberry
It is a recipe for
GROWT

3. 543,000 new businesses start up
every month in the USA!

4. … but how many make it?
70% survive 2 years
50% survive 5 years
Just 3% make it big

5. So how do you plan for
Success?
The
Opportunity
The Brand
Achieving
GROWTH
Stimulating
GROWTH
Accelerating
GROWTH
Sustaining
GROWTH

6. So how do you plan for
Success?
The
Opportunity
The Brand
Achieving
GROWTH
Stimulating
GROWTH
Accelerating
GROWTH
Sustaining
GROWTH
“In marketing I've seen only one
strategy that can't miss - and that is
to market to your best customers
first, your best prospects second
and the rest of the world last.”
John Romero
“Stories”

7. Market success cannot be
achieved with
Faster
Better
$$$$

8. Real breakthrough requires
differentiation in problem solving
and value delivery

9. Understand the problem

10. The WHY?
Define the problem or
need to be addressed
The HOW?
The WHAT?
Identify the differentiated
solution that is required
Confirm how value will
be delivered

11. Confirm the urgency of
the need

12. The AS IS
(Current status)
The TO BE
(Future status)
Potential
value
Potential value; how much is available
to be unlocked?

13. Problem
Growth
Response mode; what is the level of
pressure to respond?

14. … the bigger the discrepancy
… the more pressure to respond
… the more urgent
the need

15. Bring differentiation

16. Develop a
differentiated problem-
solving position that is
supported by your
product or service

17. not tactical needs
not lists
not requirements
not products
not activities
not words
not fact after fact
not feature based
Strategic values
Themes
Buyer’s problem
Solutions
Outcomes
Stories
Crisp messaging
Thought leadership

18. Establish market
leadership

19. “Market the Vision
Sell the Solution”

20. Paul Welch
“Be number
one, or number
two or get out.”

21. Success is predicated on
finding the smallest market
with highest potential
where you can quickly be
“perceived” as the leader

22. Maintain Focus

23. Customers demanding
new features
Don’t be distracted
Unqualified
prospects
Approaches for
partnerships
Meeting requests
where no urgency

24. FOCUSFocus
Focus
Focus
Focus
Focus
Focus

25. 1. Understand the problem
2. Confirm the urgency of the need
3. Bring differentiation
4. Establish market leadership
5. Maintain Focus

26. ..in the words of Mario Andretti
“If everything seems under
control, you’re just not going fast
enough”
… and remember

27. Thank You
Please download the free book here
Startup Ignition
It is also available in iBooks
David Newberry is the founder of Market-In360 and can be contacted at
david@market-in360.com