The7UndeniableStepsinGoing-To-Market

Tom Wien Marketing Consultant C2C Group tom@C2Cgroupinc.com www.C2Cgroupinc.com © 2016 Tom Wien. All Rights Reserved.

Noonetakesthelongway

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longway

Whenthere’sashortcut

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But,sometasksdon’tallowforshortcuts

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brushingyourteeth…

going-to-market

likechangingDres,

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ThistalkidenDfiesthekeysteppingstones,aka…

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The7UndeniableSteps

1.Modeling

2.ForecasDng

3.Storytelling

4.Teambuilding

5.Funding

6.OperaDng

7.Entering • Entering includes Channels and Pricing

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OtherListsCanBeLong,YetIncomplete

*BillAulet

Modeling:

Forecasting:

Storytelling:

Teambuilding:

Funding:

Operating:

Entering:

Missing

14,24

1, 5, 16-23

15-17, 19

1-12

13,18

Missing

Example: 24 Customer Criteria Steps

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UndeniableStepsUnifyApproaches

BusinessPlan Marke.ngPlanCustomerCriteria

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1. Modeling

2. Forecasting

3. Storytelling*

4. Teambuilding

5. Funding

6. Operating

7. Entering**

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10 * Includes Final Pitch Deck

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** Includes Integrated Launch Plan

UndeniableStepsAreNotLinear…

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So,YouCanSkipAroundIfYouWant

1

2

3

4

5

6

7

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There’sOnly1Prerequisite

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Inspira-on

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•Hunches•Trends•Experience•Customers•Suppliers

InspiraDonComesFromManyPlaces

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HunchesTrendsExperienceCustomersSuppliers

CustomersAreThe#1SourceforCompanies

• 76% of CEOs ranked customer collaboration as the top source for new ideas per MPRA.

• Aulet identifies 6, “Who is Your Customer” Criteria: 1) Market Segmentation; 2) Select a Beachhead Market; 3) Build an End User Profile; 4) Calculate the Total Addressable Market Size for the Beachhead Market; 5) Profile the Persona for the Beachhead Market; 6) Identify Your Next 10 Customers

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Start-UpsGetTheirIdeasInOtherWays

Hunches

Trends

Experience

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InspiraDonLeadsToBusinessModeling

Step1of7

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Modeling-CaseStudy

1.  SoluDon-BasedDesign

2.  StrategicPricing

3.  SustainableRevenue

4.  CustomerAcquisiDonCost

- Reverse Auction for Priceline.com

- Good Spread

- Price vs. Convenience

- eg; $7 for Online Travel vs $315 for Telecom

• Aulet identifies 4 “How Do You Make Money” Criteria: 1) Design a Business Model; 2) Set Your Pricing Framework; 3) Calculate to Lifetime Value of an Acquired Customer; 4) Calculate the Cost of Customer Acquisition

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Step2-‘Winging’AForecastWillGetYouBusted

I totally guessed

I didn’t think it mattered

I made it up

They made me do it

It was random

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So,Don’tGoTooFarAfield

• Forecasts miss their target about 100% of the time(!) • Yet, investors and banks won’t fund without a forecast • Forecasts change every 90 days for public companies

•BeConserva-ve

•UseEs-mates

•MakeAssump-ons

• Aulet identifies 4 Forecasting Criteria: 1) Identify Key Assumptions; 2) Test Key Assumptions; 3) Define the Minimum Viable Business Product; 4) Show That “The Dogs Will Eat Dog Food.”

STEP 2

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StorytellingCaseStudy–H&RBlock

•Unique-Notaknockoff.

•Ownable-Proprietary.Protectable.

•Memorable-Interes-ng.Different.

STEP 3

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TeambuildingistheMidpoint

•WhoToPick•HowMany•WhatOrder

• Balanced teams of 2 are the best combination* • Funders will demand an established team

*Serious Startups.com – surprising-facts-entrepreneurship

Step 4 of 7

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Step5–Funding

• 90% of start-ups fail from lack of funding • Phases include: 1) Seed Capital; 2) Angel Investor Funding; 3) Venture Capital (Series A-C); 4) Mezzanine Financing and Bridge Loans; 5) IPO • Cash is King

•PassiveorAc-ve•Phases•CashFlow

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Step6–OperaDng

•EconomiesofScale•Logis-cs•ExpansionPlans

• Premature scaling is the #1 reason for failure • Teams of 2 are 19% less likely to scale prematurely

• Aulet identifies 2 Operating Criteria: 1) Calculate the Total Addressable Market; 2) Develop a Product Plan 25

Step7Entering-CaseStudy

CHANNELS✔ OnlineforShaveClubRetailfornon-ShaveClubFranchiseMulD-Level

OFFERING PerUnit✔ SubscripDons✔ BundlingUserExperts

DollarShaveClub

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So,ShortcutsWorkIfYou’veBeenThereBefore

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ButIfYouHaven’t,YouMayEndUp…

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longway