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Presentation given to participants in 2010 Georgia Tech College of Management Business Plan Competition. Focus of presentation was writing the marketing portion of the plan, a good number of the slides are spent on customer development.
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DevelopingtheMarke1ngPlanforaNewVenture
LanceWeatherbyJanuary20,2010
Mylifeinlogos
Enoughaboutme
Let’stalkaboutyou
Butit’snotaboutyou,youridea,oryourtechnology
It’saboutthecustomer
Sounderstand&developcustomers
Concept/Bus.Plan
ProductDev.
Alpha/BetaTest
Launch/1stShip
ProductDevelopment
CustomerDevelopmentCompany Building
Customer Discovery
Customer Validation
Customer Creation
Source:hFp://www.slideshare.net/sblank/customer‐development‐at‐startup2startup
Discoveryourcustomersbigproblemsandifyourconceptsolvesthem
WhichmeansyouhavetospendLmetalkingwithpotenLalcustomers
TalkingwithpotenLalcustomersnottosell
Talkingwithcustomerstounderstandtheirunmet
needs
Customer Discovery
Customer Validation
Customer Creation
Company Building
Thegoalistodeveloparepeatableandscalablesalesprocesswithacompleteunderstandingofthesalescycle
Source:hFp://www.slideshare.net/sblank/customer‐development‐at‐startup2startup
Butyouhavetohaveabusinessplanforthis
compeLLon
AndthatbusinessplanneedsmarketandmarkeLngstuff
SizedoesnotmaFer
MarketsizeisintuiLve
TopDown
BoFomup
PropersegmentaLon
MarkeLngstrategyisthoughtsandwords
AmarkeLngplanisraLonalnumbers
It’sbasicallythetoplinedetailsofafinancialplan
Nobodyisgoingtobelieveyournumbers
Butnumberslikethesepassthesnifftest
350k 1.5 4.5 15 30
MarkeLngistwothings
Buildingawareness
GeXngcustomers
Allyouhaveisviralandwordofmouth
Tellmewhatdoinfourwords
DensitymaFers
Unlessyouhaveareallygoodreasonnotto,priceat
market
YourdistribuLonstrategyisyou
Channelwon’tsupportaproductwithoutdemand
So
GetoutoftheclassroomandgofindsomepotenLal
customers
LanceWeatherby
lance@weatherby.net
blog.weatherby.net
@lance
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