4a end game.2013.q2

End Game• Sales Funnel First

• Then Marketing to fill / support that funnel.

• :Paradox: Sales Funnel version 1 is never developed by “Sales People”

End Game

Based On “Direct Experience”

• Based on the results of “Real Experiments” …

not “Gedanken Experiments”not “Thought Experiments

End Game How?

Key Deliverables

• Sales Roadmap• Sales Pipeline / Funnel• Revenue Model / Forecast• Whole Product Schedule

(Plan of Record Sketch )

End Game

Quick ReminderReview

5

Sales Roadmap

- Sell:Review

6

Roadmap becomes The Sales Pipeline

- Sell:Review

Review

GKG-Physical

Review

GKG-Web/Mobile

Review

Review

11

Plan of Record

- Applications- Documents

- Driver- Software

- System

- * Sub-system Jitter Compliance testing

- * Present to User Group

- Tested- Reference

Design

• Intended audience:

Customer

- V0.1- partner

- V0.x- partner

- Optics, SerDes

- Front End- Chip

- (Product)

- Alpha - Sampling

- Standards - * OIF Interface -

- Production

- “Full Module” Paper

- Reference Design

• ATMF interface

- Full Compliance- documentation- “how to” & “results”

- Q1 Q2 Q3 Q4 Q1 Q2

- V1.0- partner

• Compliance Testing Plan Document

- :think: What More Stuff do you need to support the sale?

• This is focussed on actual user.

• ! Add in Rows for all the other “customer types” !

- Value / ROI - Why Us?- .ppt- “early”

- Why Us?- .ppt & .doc

- Sell:Review

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Plan of Record

- TechnologyGatekeepers

- Deal Signer

- Coach -

•

• Intended audience:

Internal

- -

- Sales Docs

- Influencers-

-

•

- Q1 Q2 Q3 Q4 Q1 Q2

- :think: What More Collateral/Stuff do you need to support the sale?

• List it all out.• What does it

“really” take• Make it available• You’re trying to

make it a “recipe”

- Exec -

- many …- Price list, Quote

Form, NDA,Contracts, …

- Sell:Review

Laser Focus On Your Customer

& Their Eco-System

• Value Proposition• Channels• Customer

Relationships• Get Keep Grow• Mkt/Sales

Collateral• Outcomes &

Testimonials.

• Customers• Market Map• Purchasing

Decision• Service Journey• Archetype• Customer

Workflow

• Time• Plan of Record

(Sketch)

End Game

Your Model of RealityBusiness Model Canvas +

+

Review

Quick Reminder• “Sales Engine” requires loads of

detail you are learning about in Customer Discovery.

Review

- OB/GYNs- PCPs

- Direct Sales to hospitals

- Distributor

- Strong clinical data

- Training- Maintenanc

e- Conference

s- CME

courses

- Product Development- Clinical trials- Operating Costs- Marketing Costs

- Per use fees

- Product Development

- IP- Clinical

trials- FDA- Reimburse

ment Publishing- IP

- Leading doctors

- Technical Expertise

- KOLs- 3rd party

manufacturers- (local)- Breast Cancer

Foundations- ACOG

ACS- Clinical trial

designer

- Doctors:- Earlier

detection- Price- Accuracy- Immediate

Results

- Patients:- Radiation

Free- Non-

Invasive

- MammOptics- Business Model Canvas 9Review

- ACOG- ACS

- Doctor specialty

committee

- Hospital Administra

tion

- Technician

- Insurance

- Radiologist

- Mammography

- MammOptics- Customer Workflow

- MammOptics

- Patient

- PCP- OB/GYN

Review

Q. Do We …• Ever do “normal”

Marketing?

• A. “Almost” … “Kinda”

OK… But

Custom Creation

CustomerDiscovery

CustomerValidation

CustomerCreation

ScaleCompany

Customer Creation

• Help prospects learn about your product and create a desire to buy it – Leverage what you’ve learned from “real”

customers in Customer Discovery and Validation Phases

– Creation comes after proof of sales– It is a strategy not a tactic

Custom Creation

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Rules: Customer Creation• Rule 1:

No spending until customer validation• Rule 2:

Match the creation strategy to the company

• Rule 3:Match spending goals to year 1 objectives

• Rule 4:You can’t get customers if they aren’t there

Custom Creation

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Step by Step (All)CustomerDiscovery

CustomerValidation

Customer Creation

Year OneObjectives

•Type Of StartupDistribution Model

•Revenue Model•Channel Model

•Launch Model•Sales Model

Positioning •Articulate Problem & Product concept•Understand customers view of the competitors

•Initial company & Product Positioning•Test w/ Early Adopters

•Company/Product Positioning by PR Agency with audit

Launch •Day in the life•Attend Shows/Confs•Estimate Mkt Size

•Company & product launch strategy•Test w/ early adopters

•Launch/Introduce•Launch type depends on “mkt type” of startup

DemandCreation

•Press, Analysts, Influencers List•How do customers make buying decisions?

• How do customers purchase?•Understand analysts/influencers view

•Implement demand creation•Type depends on “mkt type”

Custom Creation

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Launch TypeYear 1 Objectives Launch Type

Existing Market Market Share CredibilityExisting basis of competition

! Onslaught !Drive Hard

Re-segmenting Existing Market

Market re-segmenting & new Market share Segmentation,

delivery, and innovationNew basis of competion

Education and appropriation of share

New Market Market Adoption Market education, standards setting, and early adopters

EducationLook for “tipping point”

Custom Creation

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Three Types of MarketsExisting Market Resegmented Market New Market

Customers Existing Existing New & New Usage

Customer Needs Performance 1. Cost2. Perceived Need

Simplicity & Convenience

Performance Better/Faster 1. Good enough at the low end

2. Good enough for new niche

Low in “traditional attributes”, improved by “new” metrics

Competition Existing Incumbents Existing Incumbents Non-consumption & other startups

Risks Existing Incumbents 1. Existing Incumbents2. Niche strategy fails

Market Adoption

Custom Creation

- 7+ Years- 3 – 7 Years- 0 – 2 Years- Time to Maturity

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Customer Creation: Exit Criteria

• Which startup strategy are you executing?

• Positioning tested & complete?• Launch strategy match startup

type?• Demand creation activities match

startup type?• Year 1 objectives match startup

type?

Custom Creation

Yin / YangStatus: Who’s on Top?

• Time High / Low

• T=0 Eng / Marketing / Sales / Biz

• T=5+ Biz / Sales / Marketing / Eng

• The Ratio & Importance Changes

End Game

Go