Go to market success strategies

1. The Art of Quality Consulting
POWER PRESENTATION
GO-TO-MARKET
KEYS TO SUCCESS

2. INCREDIBLE FACTS
• Over 60% of new product innovation never
makes it to market
• 40% of new products are withdrawn within
the first year, failing to become profitable.
• When Go-to-Market risks are overlooked…
According to a study of venture-backed start-
ups, fever than 15% of start up firms are still
in operations after initial funding !!!

3. The only CURE for that dilemma
New inventions or product innovation Go-to-
Market concepts need to succeed integration
of effective…
DISRUPTIVE - PRODUCT
INNOVATION STRATEGIES

4. Inventions or new product ideas need
Disruptive Innovation
Launch Concept
Canvassing
to succeed in its market !

5. The only effective Go-to-Market key
success strategies for disruptive new
inventions or product innovations are:
• Product - Market fit with Go-No Go Decision development
• Successful market positioning AND differentiation
• Selection of the correct early adopter target market
• Develop a winning disruptive Go-to-Market Strategy
• Effective distribution concept development
• Pricing not easily matchable by competition
• Marketing message development that rasonate well
• Immersion Marketing & Sales tactics for disruption

6. How do we know, if we got these
strategies right ?

7. Path to Go-to-Market Success
• Any initial Go-to-market strategy assumption
will be always part right and part wrong
• Therefore the only way to get it right is to
prioritize and work on all Go-to-Market risks
first and manage them down to zero:
• Think of:
– Deal killer risks
– Path depending risks
– all other uncertainties

8. But any entrepreneur can beat the odds of failure
• Detect all Go-to-Market risks first
• Prioritize all Go-to-Market
• Work these risks from the most important one down
• Try to manage these risks until it’s ok
• The three main Go-to-Market risks of any venture are:
1) Deal Killer risks
2) Path to market depending risks
3) All other easy to solve risks
• The two main risks MUST be managed successfully
and solved before business launch !

9. TYPICAL GO-TO-MARKET RISK SCENARIO

10. Addressing the two main risks EARLY in the
planning process gets quick proportional strategic
results - Any Go-to-Market Launch becomes
more likely a SUCCESS !

11. Market Adoption Concept
Adoption is key to the success of products and
services. When evaluating a concept,
prototype, or completed product launch, the
evaluation really boils down to one
fundamental question:
Will people use it ?
Will people buy it ?

12. The Art of Quality Consulting
Step by Step to Product Launch Success Concept
We develop and integrate effective disruptive innovation
product development key steps before your innovative
idea gets introduced in its market, we…
• Check what customers (or Investors) look for here
• Manage all barriers to adoption before launch
• Constantly evaluate the products perceived value

13. Our Strategic Framework builds up your
effective Go-to-Market Launch Plan
1. We define the perceived value of the product or service
2. We get to know the market forces acting on your industry
3. We identify and manage all risks
4. We establish your strategic business development goals
5. We define measurable performance milestones
6. We define needed competitive differentiation resources
7. We develop and execute a tactical Launch plan
8. We measure and compare expected to actual results
9. We capture insights to make strategic/tactical changes
10. We develop a future vision for your strategic priorities

14. The Result
• A product which is perceived as being capable of
delivering a unique, valuable benefit to customers
• A product or service perceived as distinctly different
from its competitors
• High Focus on delivering that unique benefit to
customers
• A great Tagline: a memorable slogan that sums up the
product’s unique benefit in a clear, concise, and
compelling way
• With a price easily affordable by the mass market

15. Lesson Learned
The main reason why innovative product launches are so
failure-ridden is not that the product itself is a failure, or
because of the outcomes are kind of unpredictable
(You change around anyway a couple of times…),
but rather that some of the fundamental marketing
paradigms like selection of the RIGHT market segment,
superior to competition brand building and/or exact
customer understanding are violated.
The odds of success are much higher when the Go-to-
Market structure gets framed according to the customers
product usage perception, and…

16. Winning Best Practice Go-to-Market
Solutions
are all based on development of
SMART PILOT PROGRAMS

17. SUCCESS STRATEGY = PILOT PROGRAMS
• Making it work on small scale first
• “Spend a little to learn a lot” strategy
• Run a pilot product launch first
• Test it out as long as it takes
• Focus on sharpening the business concept
• Initiate “life” focus group sales
• Run surveys
• Apply lesson learned and…
You will most likely belong to the WINNERS !

18. GET YOUR WINNING GO-TO-MARKET
CONCEPT NOW !
The Art of Quality Consulting
…a Brand of Technology Applications International LLC. Orlando, FL, USA
5635 Commerce Drive, Orlando, 32839
Phone: 407-342-8458 - Fax: 407-442-3016
email: info@theartofquality.com
website: http://www.theartofquality.com