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Go To Market Strategies for Category Creators

Sharing insights on what it takes a make a successful market entry. Have proposed a three tier model: 1) Puzzle, 2) Incentives, and 3) Habits.
Also share a few myths around GTM and cases of companies which have shattered those.

Go To Market Strategies for Category Creators

  1. 1. Go to Market Strategies for Category Creators Dr. Pavan Soni Innovation Evangelist www.InflexionPoint.net
  2. 2. The origins Competence Opportunity
  3. 3. Myths about Go to Market Customers know what they need Early mover advantage Winner takes it all Superior technology is always successful GTM calls for big budgets
  4. 4. The power of Habits
  5. 5. Great products build habits Habits Incentives Puzzle What’s the customers’ job to be done? Why should customer come back to you again and again? How do you make it a way of life?
  6. 6. The Paytm Story Habits Incentives Puzzle Managing the change problem ✓ Cashbacks on every purchase ✓ Convenience ✓ No charges/ fee ✓ Utility bills ✓ QR-code ✓ High accessibility Mobile Wallet replacing cash and cards!
  7. 7. What’s the puzzle?
  8. 8. Puzzle: Associating with a cause
  9. 9. Puzzle: Convenience and Simplicity
  10. 10. Puzzle: Retro and pride
  11. 11. Puzzle: Organizing the unorganized
  12. 12. Puzzle: Overcoming limitations
  13. 13. What’s the incentive?
  14. 14. Incentive: Financial rewards and paybacks
  15. 15. Incentive: Niche saturation
  16. 16. Incentive: Lower adoption cost
  17. 17. Incentive: Omnichannel presence (trust building)
  18. 18. Incentive: Positive externalities (urge/ urgency)
  19. 19. Incentive: Negative externalities (scarcity)
  20. 20. Incentives: Price play!
  21. 21. What pricing model suits you the best? 21 1. Asset sales 2. Usage-based 3. Subscription 4. Renting/ Leasing 5. Licensing 6. Advertising 7. Brokerage 8. Freemium 9. Affiliate 10. Razor Blade 11. Surge pricing 12. Success-based 13. Per-module
  22. 22. How to build habits?
  23. 23. Habit: Being a moving target
  24. 24. Habits: Filling adjacencies
  25. 25. Habit: Intuitive design
  26. 26. Habit: Cult formation
  27. 27. Great products build habits Habits Incentives Puzzle ✓ Associating with a cause ✓ Convenience and simplicity ✓ Retro and pride ✓ Overcoming limitations ✓ Organizing the unorganized ✓ Financial rewards and benefits ✓ Niche saturation ✓ Lower adoption cost ✓ Omnichannel for trust ✓ Positive externality (urge/ urgency) ✓ Negative externality (scarcity) ✓ Price play ✓ Being a moving target ✓ Filling adjacencies ✓ Intuitive design ✓ Cult formation

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Sharing insights on what it takes a make a successful market entry. Have proposed a three tier model: 1) Puzzle, 2) Incentives, and 3) Habits. Also share a few myths around GTM and cases of companies which have shattered those.

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