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G O T O M A R K E T
T H E S T R A T E G Y A N D E X E C U T I O N O F T A K I N G A P R O D U C T O R
S E R V I C E I N T O T H E M A R K E T P L A C E
Hi, I’m
Dana
Brown
• General Partner at the Octane Group
• Social Innovation Fund Co-Chair for United Way of Metropolitan Dallas
• 20-year technology industry career
• Expertise in corporate and product strategy, marketing, mergers,
acquisitions, and investor relations
Go To Market Plan
Outline
• Defining the product, value prop, and customers
• Pricing and Costs
• Value Proposition
• Reaching Customers
• Selling
• Staff
• Infrastructure
Defining the product
and customers
• What is the product or service?
• What are the target markets?
• Who are potential buyers?
• Why would someone buy this?
• How can a customer be developed into a repeat buyer?
Exercise #1:
Customer
Definition
• Use Case: Define a series of key
benefits for a to be developed
product that solves the pain of
individuals who want to sell coffee
beans online.
• Define the customer, target
market/group, and why they
should buy.
Pricing and Costs
• How will your product be priced?
• How many models/price points?
• ROI for customers by model/service
• Time to initial revenue/sales cycle
• Delivery timeline/costs
• Go To Market Costs
Exercise #2:
Pricing/
Costs
• Using basic assumptions, define a
cost model for manufacturing,
storing, marketing, and delivering
coffee beans through on an online
channel.
• Based on these assumptions,
discuss price points for your
product to ensure profitability.
Value Proposition
• List and describe decisions for customers
• Define ROI for customers
• Define guarantees
Exercise #3:
Value
Proposition
• Define the key benefits of your
coffee beans and why a customer
should buy online versus through
existing channels.
Reaching Customers
• Define communications channels
• Define messaging/call to action
• Create a pipeline of potential customers
• Define success (metrics)
Exercise #4:
Reaching
Customers
• Discuss what channels of
communications would you use to
reach your pre defined customer
base? What messaging would call
them to action?
• Define what a successful ‘reach’
would be for this product.
Selling
• Lay out 2-3 key channels
• Define sales cycle
• Engage customers with trials, up sells, and cross sells
Exercise #5:
Selling
• What are the 2-3 primary sales
channels for this product (think
online only for this product).
Which channels would you use on
your own business?
• What is a realistic sales cycle for
this? How would it differ for each
of your own products/services?
Staff
• Develop sales staff model by outlining sales cycle, hit rate,
commission structure, etc.
• Create org chart to support sales staff (managers, customer service,
delivery of solution, etc.)
• Identify a plan for hiring, maintaining, and growing a staff
Exercise #6:
Staff
• Describe the size and skills of a
sales staff for the coffee bean
business? How would your
business needs differ?
Infrastructure
• Determine internal processes
• Evaluate and purchase CRM, sales delivery, and other necessary
software tools
• Create plan of action to support/manage sales staff based on
metrics and key performance indicators
Exercise #7:
Infrastructure
• Discuss software infrastructure
needs for launching, selling,
maintaining this product online.
Other Go To Market
Plan Considerations
• Elevator Pitch
• Customer/Market Segmentation
• Revenue Forecasts
• Marketing Budget
• Training Plan and Job Descriptions
Q & A

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The DEC Education: Go to Market Strategy

  • 1. G O T O M A R K E T T H E S T R A T E G Y A N D E X E C U T I O N O F T A K I N G A P R O D U C T O R S E R V I C E I N T O T H E M A R K E T P L A C E
  • 2. Hi, I’m Dana Brown • General Partner at the Octane Group • Social Innovation Fund Co-Chair for United Way of Metropolitan Dallas • 20-year technology industry career • Expertise in corporate and product strategy, marketing, mergers, acquisitions, and investor relations
  • 3. Go To Market Plan Outline • Defining the product, value prop, and customers • Pricing and Costs • Value Proposition • Reaching Customers • Selling • Staff • Infrastructure
  • 4. Defining the product and customers • What is the product or service? • What are the target markets? • Who are potential buyers? • Why would someone buy this? • How can a customer be developed into a repeat buyer?
  • 5. Exercise #1: Customer Definition • Use Case: Define a series of key benefits for a to be developed product that solves the pain of individuals who want to sell coffee beans online. • Define the customer, target market/group, and why they should buy.
  • 6. Pricing and Costs • How will your product be priced? • How many models/price points? • ROI for customers by model/service • Time to initial revenue/sales cycle • Delivery timeline/costs • Go To Market Costs
  • 7. Exercise #2: Pricing/ Costs • Using basic assumptions, define a cost model for manufacturing, storing, marketing, and delivering coffee beans through on an online channel. • Based on these assumptions, discuss price points for your product to ensure profitability.
  • 8. Value Proposition • List and describe decisions for customers • Define ROI for customers • Define guarantees
  • 9. Exercise #3: Value Proposition • Define the key benefits of your coffee beans and why a customer should buy online versus through existing channels.
  • 10. Reaching Customers • Define communications channels • Define messaging/call to action • Create a pipeline of potential customers • Define success (metrics)
  • 11. Exercise #4: Reaching Customers • Discuss what channels of communications would you use to reach your pre defined customer base? What messaging would call them to action? • Define what a successful ‘reach’ would be for this product.
  • 12. Selling • Lay out 2-3 key channels • Define sales cycle • Engage customers with trials, up sells, and cross sells
  • 13. Exercise #5: Selling • What are the 2-3 primary sales channels for this product (think online only for this product). Which channels would you use on your own business? • What is a realistic sales cycle for this? How would it differ for each of your own products/services?
  • 14. Staff • Develop sales staff model by outlining sales cycle, hit rate, commission structure, etc. • Create org chart to support sales staff (managers, customer service, delivery of solution, etc.) • Identify a plan for hiring, maintaining, and growing a staff
  • 15. Exercise #6: Staff • Describe the size and skills of a sales staff for the coffee bean business? How would your business needs differ?
  • 16. Infrastructure • Determine internal processes • Evaluate and purchase CRM, sales delivery, and other necessary software tools • Create plan of action to support/manage sales staff based on metrics and key performance indicators
  • 17. Exercise #7: Infrastructure • Discuss software infrastructure needs for launching, selling, maintaining this product online.
  • 18. Other Go To Market Plan Considerations • Elevator Pitch • Customer/Market Segmentation • Revenue Forecasts • Marketing Budget • Training Plan and Job Descriptions
  • 19. Q & A