ID GotoMARKET is a go-to-market consulting firm that offers product positioning, go-to-market services and sales execution to early-stage technology-based European companies that want to enter USA-Canada markets.

1. Your beachhead in America
1/30/2015
Alain Marchildon
+1 514 815 9919
alain@IDGotoMarket.com

2. Opportunities
You would like to expand in North America?
You want to increase your international sales?
You want to effectively manage your sales force abroad?
You want to be known and recognized in North America ?

3. Vision
ID GotoMARKET can be your commercial relay in
North America in order to connect your high tech
products and services to their north American
markets.

4. Our Offer
… for YOUR offer adapted to north American culture
1) Commercial relay in Montreal
– Virtual Office with American addresses
– Access to conference and demo rooms
2) Coaching Go-to-Market Strategies
– Business Opportunity Analysis (BOA);
– Market Entry Plan:
• Promotion detailed plan
• Web Search Engine Optimisation Web (SEO)
• Sales Process and Sales organization Optimisation
3) Marketing and Sales Execution
– Strategy Execution;
– Trade show representation in Canada or USA;
– Local Coaching of your reps
– Sales on a commission basis

5. Methodology
Chasm
EarlyMarket
BowlingAlley
Tornado
MainStream
TotalAssimilation
Market
1. Group of people
2. Common need
3. Refer to each other
Concept published by Geoffrey Moore in 1991
Six phases of market development

6. 1 2 3 4
Methodology
Discovery SellPositioning Prepare for
market
• Assessment
• Brain Storming
• Business
Opportunity
Analysis (BOA)
• Business
Plan
• Sales and
Marketing Plan
• Product Mktng
• Sales Org & tools
• Channels
• Promotion
• Lead Generation
• Sales
• Business Dev.
• Market and competitive Intelligence : Research and analysis

7. 7
Positioning
• Market Segmentation
• Optimal Initial Target Market
• The Whole Product
• Ideal Buyer & Motivation to Buy
• Competition & Differentiators
• Value Proposition
• Voice of Customers
• Elevator Pitch - The Grab
Go-to-Market Strategy
• Value Chain
• Allies and partners
• Pricing & Business Model
• Market Sizing & Distribution
• Follow-on Markets
• Suggested Marketing Actions (USA
Canada)
• Sales Plan (USA Canada)
• Budget for US-Canada Go-to-Market
Business Opportunity Assessment (BOA)
Opportunity Assessment

8. Confidential
BOA - Phase 1
Discovery and Market Segmentation
Conduct Kickoff
and discovery
Workshop
1
Perform
Preliminary
Market Analysis
2
• Mandate objectives, scope, schedule and
methodology presented to customer
• Product’s landscape presented to ID-GotoMARKET
• Preliminary market analysis
• Market Segmentation
• Key players identified
Collaboration activity
ID GotoMARKET activity

9. Confidential
BOA – Phase 2
Validation and Confirmation of Target Market
Validate and
Confirm Target
Market
4
Perform
Market Segment
Analysis
5
• Voice of the Customers (VoC)
• Prospect/Partners Interview results
• First market segments identified
• Market Segment and Competitive Analysis
• Preliminary Market Analysis
Collaboration activity
ID GotoMARKET activity
Conduct
Ranking
Workshop
3
• Preliminary Market Analysis Report
• Crossing the Chasm presentation
• Preliminary Opportunity Ranking Report and
« Best fit » market identified

10. Confidential
BOA – Phase 3
Positioning & Go-To Market Strategy
Draft Positioning
Message and
Go to Market Strat.
6
Present BOA
7
• Positioning Statement
• Value Chain and Price Strategy
• Go to Market Strategy (Summary)
• Finalized Business Opportunity Assessment
Report
• Final Detailed Market Analysis
Collaboration activity
ID GotoMARKET activity

11. Why ID GotoMARKET?
1) Pragmatic approach based on strategy and action
2) Sales messages/tactics/processes adapted to
American culture
3) Costs and risks reduction
4) Aiming revenue generation
5) Strong network of contacts