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Startup Ignition
David Newberry
“Startup Ignition” is a book by David Newberry
It is a recipe for
GROWTH
543,000 new businesses start up every month in the USA!
… but how many make it?
70% survive 2 years
50% survive 5 years
Just 3% make it big
So how do you plan for
Success?
The Opportunity
The Brand
Achieving GROWTH
Stimulating GROWTH
Accelerating GROWTH
Sustaining GROWTH
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”
Market success cannot be achieved with
Faster
Better
$$$$
Real breakthrough requires differentiation in problem solving
and value delivery
Understand the problem1
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
Confirm the urgency of the need2
The AS IS (Current status)
The TO BE (Future status)
Potential value
Potential value; how much is available to be unlocked?
Problem
Growth
Response mode; what is the level of pressure to respond?
… the bigger the discrepancy
… the more pressure to respond
… the more urgent the need
Bring differentiation3
Develop a differentiated problem-solving position that is supported by your product or service
not tactical needsnot lists
not requirementsnot productsnot activities
not wordsnot fact after factnot feature based
Strategic valuesThemes
Buyer’s problemSolutionsOutcomes
StoriesCrisp messaging
Thought leadership
Establish market leadership4
“Market the VisionSell the Solution”
“Name the category”
“Thought leadersh
ip”
“Customer stories”
“Clarity of m
essages”
“Unique approach”
“Consistency”
Paul Welch
“Be number one, or number two or get out.”
Success is predicated onfinding the smallest market
with highest potential
where you can quickly be “perceived” as the leader
Maintain Focus5
Customers demanding new features
Don’t be distracted
Unqualified prospects
Approaches for partnerships
Meeting requests where
no urgency
FOCUSFocusFocus
FocusFocus
FocusFocus
1. Understand the problem
2. Confirm the urgency of the need
3. Bring differentiation
4. Establish market leadership
5. Maintain Focus
..in the words of Mario Andretti“If everything seems under control, you’re just not going fast enough”
… and remember
Thank You
Please download the free book hereStartup Ignition
It is also available in iBooks
David Newberry is the founder of Market-In360 and can be contacted at [email protected]
