Value proposition workshop for Cleantech Open Academy June 2012

1. Smart Marketing for Startups
Cleantech Open Academy
June 29, 2012
Beth Zonis

2. Agenda
• Introduction
• Focus on value proposition
• Positioning and SWOT analysis
• Go to market strategy
• Measurement
• Now it’s your turn!
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3. You have great technology,
now you want to get paid for it!
• Investors (funding)
• Partners (employees/market)
• Customers (prospects/influencers)
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4. What is marketing?
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5. Marketing is…
A. Creating value
B. Communicating
C. Partnerships
D. Branding
E. Websites
F. Events
G. Media (social media, PR)
H. All of the above
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6. Your brand is a collection of
perceptions in the minds of your audience
BRAND
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7. How do people learn about you?
change since
Internet Statistics 2011
2010
Email users worldwide 3 billion 67%
Share of emails that were spam 71% -20%
Number of websites 555 million 118%
Internet users worldwide 2.1 billion 7%
Internet users in North America 271 million 2%
People on Twitter 255 million 46%
People following @ladygaga 18.1 million 135%
People on Facebook 800+ million 33%
Number of video playbacks on YouTube 1 trillion 37%
Mobile subscriptions worldwide 5.9 billion
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8. Consider these critical success factors
• Clarity
• Consistency
• Credibility
• Engagement
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9. Marketing begins with a value proposition
Your value proposition is a statement that
summarizes why a consumer should buy your
product or use your service.
This statement should convince a potential
consumer that your particular product or service
will add more value or better solve a problem than
other similar offerings.
Source: Investopedia
http://www.investopedia.com/terms/v/valueproposition.asp#ixzz1rC1IXcRt
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10. An effective value proposition will help
• Attract customers’ attention
• Generate interest
• Establish credibility
• Grow sales faster and more profitably
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11. Whom do you connect with and how?
• Decision-makers
• Channels
• Influencers
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12. First: identify your target audiences
• Categorize
• Prioritize
• Analyze
Importance
Role
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13. Then: articulate your value proposition
Value Proposition Worksheet
For…
Who want/need…
We offer…
We are better than alternatives,
because…
Proof points:
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14. Create a SWOT analysis for each segment
• Be honest
internal
• Be realistic
• Be specific STRENGTHS WEAKNESSES
negative
positive
OPPORTUNITIES THREATS
external
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15. Where does your product fit in the marketplace?
Clarity Engagement
Consistency Credibility
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16. What is your go-to-market strategy?
(more tactical than overall marketing strategy)
• Who needs to know?
• What do they need to
know?
• What do you want Awareness
them to do? Influence
• Plan a cadence of
actions Motivation
• Consider a 360º
approach
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17. Your marketing strategy begins internally
• Corporate mission, goals & objectives
• People
• Product
• Relationships
• Make sure everyone can articulate the
same company story!
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18. Then it goes external
• Market needs
• Market trends
• Competition
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19. Are your targets aware of your brand?
Consistency: Look, feel, Clarity: Simplicity is a virture
tone – from one element Website – even for sophisticated
to the other technology
LOGO Collateral
BRAND
Social
PR Networking
Credibility: Market- Engagement: Are the
speak or ideas that elements in synch?
Direct
resonate Interchangeable?
Compelling?
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20. Make sure to measure your marketing efficacy
• Achievement of corporate objectives
• Sales…leads, volume, cycle, costs
• Traffic…buzz, hits, replies
• Loyalty…satisfaction, repeat business
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21. Now it’s your turn:
Let’s articulate your value proposition
Value Proposition Worksheet
For…
Who want/need…
We offer…
We are better than alternatives,
because…
Proof points:
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22. Value proposition guide
FOR:
NOTES: Each unique “client” set should have a separate chart. Pick one to start. : Think about defining them in a way that might be
searchable in a database or directory.
What characteristics define clients or likely prospects? What is unique about them? Consider attributes that would be searchable in a
database.. What role(s) do they play? What are their titles? Who has the budget, authority, need and time frame for a solution?
WHO WANT/NEED:
What problems do they need to solve? What are the reasons to buy? After we have a list, we can prioritize the list. We may be able to
organize the list according to categories of buyers within each client group.
WE OFFER:
What does MY COMPANY/PRODUCT do? What are the steps in the process? Describe solution in terms that address client needs or
pain points. Use customer terminology (aka the “voice of the customer”). How does it work?
WE ARE BETTER THAN ALTERNATIVES, BECAUSE:
NOTES: List top alternatives, including doing nothing. Who are key competitors? What do they offer? How else can people solve the
same problem?
How is MY COMPANY unique? How is it better than existing alternatives and approaches?
PROOF POINTS:
NOTES: Use statistics and client testimonials, as well as patents and certifications. The results should be defined in terms that directly
address client needs or pain points, using customer terminology and meaningful numbers. If you don’t have actual customers yet,
consider putting together a few scenarios to demonstrate cost savings.
How does MY COMPANY/PRODUCT directly address each pain point? What benefits can clients expect?
rd
What do clients say about how MY COMPANY has helped them? Have any 3 party organizations certified or endorsed MY
COMPANY/PRODUCT?
Can we point to specific examples that demonstrate the impact?
What are the anticipated results and benefits for the target customers
How can you prove the value ?
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23. THANK YOU!
Beth Zonis
Principal and Founder
Eco Marketing LLC
www.ecomarketingonline.com
617-501-9660
beth.zonis@ecomarketingonline.com
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