TechBA roadshow 2008 V3

Accelerating Your Business into the Global Market

Mexico’s Premier Source for Innovative Technology Companies Serving the Global Market

Agenda Understanding the

US Market The Importance of

Value Differentiation in the

Market Effective

Presentations

The Value Message

Understanding the Market5 Core Components Target Market Pain Point(s) Solution Proof Points Differentiation

Understanding the Market5 Core Components

1. Target Market: Ideal customer profile, basic demographic information (industry/SIC code, geography, size) Psychographic profile: preferences, values, and interests

2. Pain: What is your target market’s pain, problem or issue that requires assistance? Is your offer the pill or vitamin?

Understanding the Market5 Core Components3. Solution: What results can you produce when

working with your customers? Expected outcomes, business value?

4. Proof Points: References, testimonials, case studies, success stories.

5. Differentiation: What makes you stand apart from the competition? What is the true advantage you deliver?

Understanding the Need

What is the issue you are trying to solve? What pain, need or want does your product solve or

meet? How is this need met without your solution? How else could the issue be resolved?

Who has the problem or need? What are demographics of your ideal target market? Why do they have a need, issue or desire? What motivates them to buy?

What is Value?

An amount considered a suitable equivalent for something else

Different kinds of value: Financial Social Career Well-being Enjoyment

Value Proposition: What is it?

An implicit promise your company makes to deliver upon a combination of values such as price, performance, quality, convenience, expected outcome and more.

In other words….

How does your solution positively impact the customer’s business?

How Value is Relevant

Creates a strong difference between you and the competition

Forms the basis of a sales strategy Can increase the quantity and quality of prospective

sales leads Can help gain market share in your targeted

segments Enhances your sales tools with a clear message that

helps close more business Can improve your operational efficiency

Origin and Impact

Value propositions are not made up or determined. They grow out of the needs of your customers.

Corporations devote extensive time and energy to their delivery and supply chains but fail to assess the most fundamental of their success factors: their value proposition

Positive Impact on theCustomer’s Business Increased revenue ↑ Reducing expenses ↓ Acquire more customers ↑ Increased shareholder value ↑ Improved efficiency ↑ Decreased employee turnover ↓

Real Results -- What Buyers Care About

“Our customers experience 30-40% shorter project lead times.” “Our tracking system has reduced their materials loss by $6000 per

month or more than $70,000 annually.” “Today, the company now experiences a 100% on-time export

shipping record.” We provide competitive pricing and guaranteed cost-savings of 25%

or more.” New product sales for the second quarter increased 93% to $1.57

million due to these improvements.”

Yet Another Consideration

Your value proposition is not what you say. It is what you are.

It has to be what you DO and who you ARE; not what you SAY or WANT!

Common Misunderstandings Customers never buy technology. They buy

solutions to a problem or “pain management.”

Technology is an enabler to alleviate their problem.

Is your solution a pain killer (must have)? Or a vitamin (nice to have)?

Features, Benefits, & ValueFeature: What it does, how it is made, what it is

Benefit: Advantage the feature brings to customer

Value: Business impact the benefit brings to the customer

Always Discuss Value!

FEATURE BENEFIT VALUE

Easy to use interface

Less time to learn Employees are more productive

Customized for a specific industry

Fully meets the customer’s needs

Time savings of one solution

Weak Value Propositions are Everywhere

It's the most technologically advanced and robust system on the market.

We improve communication and morale. It has a simple architecture. Our product was rated the best-in-class by leading authorities.

We have good quality and low prices.

Strong Value Propositions mean Tangible Results

Increased revenues ↑ Faster time to market ↑ Decreased costs ↓ Improved operational efficiency↑ Increased market share ↑ Decreased employee turnover ↓ Improved customer retention levels ↑

When to Use Value Propositions

In email correspondence, email signatures In voice mail messages In sales presentations, brochures, company website,

business cards, taglines, press release boilerplates At networking events, user groups, speaking

engagements At EVERY opportunity to discuss your company’s

value

Developing the Value Proposition

For (target audience) Who wants/needs (customer issue you solve) The offering (what you do) Which provides (your solution to the issue) Unlike (your other competitors) The offer (key differentiator) The evidence or proof

Testing Your Value Proposition

Can your competitors’ name be inserted easily? Does your differentiator relate to the reason to buy or

the specific need? Is the want or need compelling enough to warrant a

purchase TODAY?

Testing the Value Proposition Are your differentiation and product claims

based on evidence? Is the positioning sustainable? Lo puede entender su abuela?

Elevator Speech

Subset of the value proposition Brief statement of the company’s offer, customer

profile and return on investment (ROI) When spoken, it is only 1-2 minutes in length

Buzzwords to Avoid

Robust Flexible Powerful Integrated Seamless Extensible Scalable Interoperable Easy-to-use

Synergy Paradigm Bandwidth Solution Comprehensive Intuitive Best of Breed World-class User-friendly

Write Your Elevator Speech

What your company and product/service do For whom (the customer) The results or value you deliver (the Return on

Investment---ROI) For example, our customers include ___, ____, and

____.

Keep it to just 1-2 minutes in length

QUESTIONS ?

Effective Presentations

1. Before You Begin

What is the goal of your presentation Advance planning and preparation Manage your time Adapt for different audiences

Audience Group Primary InterestsProspective Customers Solving their problem or alleviating their

pain, financial and ROI value

VCs & Investors Management team, market size, risks, opportunity, tradeoffs, exit strategy

Press and Industry Analysts Customer anecdotes, market trends, technology convergence, differentiators

Strategic Partners How solution will bring them more revenue, customers, value

Geographic Distinctions Focus on customers, messages etc. that relate to the current geography

2. Key Messages

Organize your topic Start with the last point first

what is most important? Repeat you key messages Use your elevator pitch What do your customers say?

Organizing Your Topic Key messages & take away: What’s the point of your

presentation? What are key messages?

They are true. They are concise. They are relevant. They are memorable. They sound like a human being, not an institution. They can influence your audience.

Start with the last point first Opening Body Summary & Conclusion

3. Using PowerPoint

Do not read your slides Do not make text so small it can’t be read from

the back of the room Use bullet points vs. full sentences Poor color choices are hard to read Moving text or graphics are distracting

4. Confident Delivery

Opening Remarks Build credibility and rapport Content vs. voice and [persona Use stories & anecdotes effectively

Reinforce your key messages Manage the time Rehearse, rehearse and rehearse again The Q & A session

Opening Remarks Opening Remarks:

Take a few extra minutes here. Help yourself to relax. Help your audience to relax and focus.

Building Credibility and Rapport Why are you here speaking on this topic? Who are you? What are the stories and anecdotes you will share? How will you help your audience?

Content vs. Voice and Persona Content is 10-20% of the presentation Your voice, enthusiasm and persona are 80-

90% 55% of how people perceive you is by body

language 38% by your voice 7% by your words

Anecdotes & Stories

Tell anecdotes, personal and customer experiences “In my experience…” = anecdotal evidence “This feature came at the request of our customers in the

insurance sector and delivers this benefit.” “I have found more often, than not, that IT directors want ___

because___. For example, Mike Patel of SJ Medical Group requested ____ this last year.”

The Q & A Session

Anticipate questions Understand the question Plan the answer Do not digress Be honest Reinterpret loaded questions Control interchanges Use the last question to summarize your key points

Thank you for your attention

Questions?

Jorge Zavala

CEO TechBA Silicon Valley

Jorge.zavala@techba.com