G O T O M A R K E TT 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• Sta!• 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 co!ee 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 co!ee 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 co!ee 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 di!er for each of your own products/services?

Staff

• Develop sales sta! model by outlining sales cycle, hit rate, commission structure, etc.

• Create org chart to support sales sta! (managers, customer service, delivery of solution, etc.)

• Identify a plan for hiring, maintaining, and growing a sta!

Exercise #6: Staff

• Describe the size and skills of a sales sta! for the co!ee bean business? How would your business needs di!er?

Infrastructure

• Determine internal processes• Evaluate and purchase CRM, sales delivery, and other necessary

software tools• Create plan of action to support/manage sales sta! 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