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Go to Market Strategy
Dr. Pavan Soni
Founder and Innovation Evangelist
Inflexion Point Consulting (www.InflexionPoint.net)
Imperative of Go To Market (GTM)
Awareness
Habit
Creation
Building
stickiness
Maintaining
differentiation
Concept
Supply
C...
Thought leadership
Niche
saturation
Wave spotting
Premium placement of unique
product
Free samples/ taste en-mass
Calls for a truly differentiated product
Dotting the
market
• 100+ stores
• 300,000 cups sold every
day
• Chai-on-Call and boxC.in
designed for corporate
Co-branding
Network
externalities
Positive Externalities
Network
externalities
Negative Externalities
Creating
artificial
scarcity
Truly differentiated product | Sustenance of hype
Referral/
invite
▪ Otherwise low entry
barrier
▪ Peer validation
Tapping access
demand
Real and stable demand-supply gaps | Tangible benefits
Affiliate marketing
Non-competing spaces | Network complementarity
Cult/ tribe
creation
• Clearly differentiated
product
• Product features
Free trial
Unprecedented value
Superior content
Assurance of commitment
Freemium model
Power of network | Seamless integration
Predatory Model
Deep pockets
Robust business model
Cashback
Building customer stickiness
Go to Market Strategy
Thought leadership Niche saturation
Premium
placement
Free sample/ taste Wave spotting
Dotting the m...
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Go to market strategy

Some of the important practices discussed are:
Thought leadership
Niche saturation
Premium placement
Free sample/ taste
Wave spotting
Dotting the market
Co-branding
Network externalities (positive/ negative)
Demand creation (scarce supply/ excessive demand)
Affiliate marketing
Cult creation
Limited time offer
Freemium
Predatory model
Cashback

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Go to market strategy

  1. 1. Go to Market Strategy Dr. Pavan Soni Founder and Innovation Evangelist Inflexion Point Consulting (www.InflexionPoint.net)
  2. 2. Imperative of Go To Market (GTM) Awareness Habit Creation Building stickiness Maintaining differentiation Concept Supply Chain Product
  3. 3. Thought leadership
  4. 4. Niche saturation
  5. 5. Wave spotting
  6. 6. Premium placement of unique product
  7. 7. Free samples/ taste en-mass Calls for a truly differentiated product
  8. 8. Dotting the market • 100+ stores • 300,000 cups sold every day • Chai-on-Call and boxC.in designed for corporate
  9. 9. Co-branding
  10. 10. Network externalities Positive Externalities
  11. 11. Network externalities Negative Externalities
  12. 12. Creating artificial scarcity Truly differentiated product | Sustenance of hype
  13. 13. Referral/ invite ▪ Otherwise low entry barrier ▪ Peer validation
  14. 14. Tapping access demand Real and stable demand-supply gaps | Tangible benefits
  15. 15. Affiliate marketing Non-competing spaces | Network complementarity
  16. 16. Cult/ tribe creation • Clearly differentiated product • Product features
  17. 17. Free trial Unprecedented value Superior content Assurance of commitment
  18. 18. Freemium model Power of network | Seamless integration
  19. 19. Predatory Model Deep pockets Robust business model
  20. 20. Cashback Building customer stickiness
  21. 21. Go to Market Strategy Thought leadership Niche saturation Premium placement Free sample/ taste Wave spotting Dotting the market Co-branding Network externalities (positive/ negative) Demand creation (scarce supply/ excessive demand) Affiliate marketing Cult creation Limited time offer Freemium Predatory model Cashback

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Some of the important practices discussed are: Thought leadership Niche saturation Premium placement Free sample/ taste Wave spotting Dotting the market Co-branding Network externalities (positive/ negative) Demand creation (scarce supply/ excessive demand) Affiliate marketing Cult creation Limited time offer Freemium Predatory model Cashback

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