Workshop deck for startups and students on how to start identifying a "beachhead market"

1. Chris Nahil
Message & Medium, LLC
Communications and Marketing for
Emerging Growth Companies
March 27, 2014

2. Achieving Product/Market Fit is the
Holy Grail of a New Company.
Does the product you offer closely match the needs of
customers in a specific market?
How do you find out?

5.  Step One:
◦ What Markets?
 Step Two:
◦ What Users?
 Step Three:
◦ What Tasks?

6. A group exercise
1. Make a list of 3 potential markets for your
product
2. Add 6 more markets that you can jump to
from the original 3
3. Share and discuss the connections

7. Disciplined Entrepreneurship,
Bill Aulet, Managing Director, Martin Trust Center for MIT
Entrepreneurship
 Well funded?
 Easily reachable?
 Compelling reason to buy?
 Whole product?
 Entrenched competition?
 Springboard into new markets?
 Consistent with passions, values and goals of
founders?

9.  You need to know:
◦ End user
◦ Application
◦ Benefit
◦ Leading customers and influencers
◦ Market insight
◦ Partners and players
◦ Market size
◦ Competition

10.  More info:
o Age, gender
o Geography
o Income
o What drives them
o What keeps them awake at night
o Media consumed & info sources
o Contact details and permission