Consulting engagement for startUps - As an output, the leadership team would have a document that would clearly articulate the persona of the brand, the name and values by which the company would be identified with, clarity on the customer segments and the value proposition, the goals of the company and the broad organization structure that would make the company a success.

1. Brand Identity & Goals
M Baba Sam
ACIES CUSP SERVICES
Laying the foundation and aligning goals for
the organization

2. 2
M Baba Sam – Brief introduction
• 25 years of diverse Sales, Marketing, Channels & Alliance experience in Indian IT industry.
• Exposure to working with diverse , cross-cultural teams across the world.
• Identified, recruited and developed talent for successful execution of revenue growth initiatives in both Indian and
MNC organizations.
• Awards and recognitions from various IT Industry partner organizations.
• Led teams in Business Development, Product Management, Alliance management, Marketing & Strategy
development functions, to achieve topline and P&L targets.
Business Development. Routes to market, Strategy & planning
in.linkedin.com/in/mbsam
Specialization:
§ Sales & Business development
§ Medium and long range Strategy &
business plans formulation
§ New Product development &
devise GTM plans
§ Organizing, aligning & leading
teams for revenue goals
§ Developing channels & new
routes to market for products and
services
§ Putting Partnerships & Alliances
to work in the enterprise segment
• Education: Bachelor of
Engineering & MBA (Specialization in
Sales & Marketing)

3. 3
“BINGO”
• WHAT?
• “BINGO” is a trademarked step wise guide developed to discuss, brainstorm and narrow down the choices to
formulate the essence of the company’s brand identity, the values the company and design the short &
medium term goals of the company. This would be delivered in the form of a 1 day workshop.
• As an output, the leadership team would have a document that would clearly articulate the persona of the
brand, the name and values by which the company would be identified with, clarity on the customer segments
and the value proposition, the goals of the company and the broad organization structure that would make the
company a success.
• WHO?
• Ideal candidates for “BINGO” would be start up organizations that are in the early stages of being
incorporated & have started designing and developing the identified product or services
• Core founding team members of the organization and identified mentors/ advisors for the start up
organization
• HOW?
• “BINGO” would be delivered in the form of a structured 1 day workshop.
• Prior to the workshop, Half a day of one on one interviews with the core founding team members of the start
up organization. It would be preferable to meet the advisor/ mentor who has been chosen to attend the
workshop
• WHERE?
• Ideally in an environment where the participants, leadership teams, are not interrupted by the day to day
operational aspects of the organization.
A STEP WISE GUIDE TO DISTILL THE ESSENCE OF A COMPANY’s IDENTITY, VALUES & GOALS
Situation:
§ Company being incorporated and
the founder’s team are trying to
establish the identity of the
company
§ While the product design is ready
and is being developed, the core
founder members are confused
about who the target customer
segments are and the persona of
the core customer
§ What are the main reasons the
company would exist ? Who would
the main competitors be ?
§ What are the main goals of the
organization ?

4. 4
“BINGO”
• Its based on coaching methodology – create an environment for brainstorming to surface the implicit thoughts and
ideas of the core founding team members and make them explicit for common understanding.
• Narrow down the choices and formulate the essence of the “brand” of the company – “What it WILL be?” ; and more
importantly ”What it WILL NOT be?”.
• Identifying the customer segments and crafting the value proposition
• The format is a combination of interviews, brainstorming and an interactive workshop .
• “BINGO” has the following modules
• Brand & the values
• Identity
• Need analysis – market segments and customer personas
• Goals – short term and medium term
• Organization – for success
• The focus is on the fundamentals of the organization – Why the company exists ? Who does it exist for? What are
the values that would form the boundaries of the organization, while it conducts it’s business ?
• Its not developing a briefing document for the advertising agency to create the logo of the organization
• Its not about drafting the various policies of the organization
STEP WISE GUIDE TO DEVELOPING THE “DESIGN” OF THE ORGANISATION
What it is ?
What it is not?

5. 5
WISH TO DISCUSS FURTHER ?
• mbsam2001@gmail.com
• +91. 9845222811
• Skype – baba.sam7
• in.linkedin.com/in/mbsam