Presentation made to Startup Leadership Program February 9th 2017

1. Go To Market Strategy For Startups
Richard Treadway
February 9th, 2017

3. Designing The Sales Strategy
• Importance of business development
• Identifying and creating the right partnerships
• Make the product easy to buy
What segments are accessible ?
What selling competencies does my sales team have ?
What is the ideal go to market channel ?
How does the target customer buy ?

4. Go To Market Methods
MarketingComplexity
High
Low
Low High
Internet
Resellers
VARs
Direct Sales
Systems Integrators
Solution Complexity

5. Crossing the Chasm
9 Point Go To Market Plan
1 Target
customer:
2 Compelling
reason
to buy
3 Whole product:
4 Partners and
allies:
5 Sales strategy
6 Pricing
7 Competition:
8
Positioning/mes
saging:
9 Next target:

6. What Is Marketing?
Marketing is how you tell your story to
attract customers, partners, investors,
employees and anyone else your company
interacts with. It’s the script that helps users
decide if they’ll welcome you into their lives
as a staple, nice-to-have or necessary
annoyance. It’s the way that everyone
interacts with your brand. It’s impression,
first, last and everything in between.
Jeff Cutler – Executive Vice President and
General Manager, Vitals.com
WERE TO GO
WHAT TO SAY
TO WIN

7. In the Breach
Product Development Sales
Marketing

8. Marketing – Know Why & For What
The Basics
• Positioning
• Messaging
• Brand - Look & Feel
• 50, 100 & 200 word statements
• Presentation & Brochure
• Social Media Presence
• Website
The Outcomes
• Revenue
• Visibility
• Leads
And Then
When and how to scale

9. How Much To Invest In Marketing?

10. Major Marketing Elements and Channels
ELEMENTS
• Positioning and Messaging
• Pricing and sales Strategy
• Brand
• Demand gen - Buyers Journey
• Asset creation -Success Stories
• Public relations
• Analyst relations
• Competitive analysis
• Market research
• Events
CHANNELS
• Earned media
• Payed media
• Social media
• TV, Radio, Internet
• Events
• Web
• Communities
• Associations

11. The Buyers
Journey
Identify needs
Assist in research
Prioritize criteria
Nurture Leads
• Content should be focused on your buyer’s
pain points — not your product or brand
• Build trust as a source of information
Compare
Justify
• Focus on the big picture (think “increase
revenue” and “return on investment”
• Provide pricing, ROI
Select
Purchase
Evangelize
• Deployment, implementation guides
• Customer success stories
• Advanced features for more value
• Brand evangelists – Word of mouth marketing
Reference: http://www.pardot.com/buyer-journey/
70% of the buyer’s journey is complete before a buyer even reaches out to sales

12. Feel Good vs. Effective

13. Brand & Placement

14. Invest in Your Customers Success

15. Being One Thing in the Buyer’s Mind

16. The Importance of Point of View

17. Social Media Marketing – Viral Effects
• Brand awareness
• Better customer relationship
• Your passion and stories make
great content
• On-line reviews matter
• Word spreads fast
• Increase sales
• Ignoring it may hurt

19. The Importance of Acting Immediately

20. Trust
EARNED AND OWNED MEDIA REMAIN THE MOST TRUSTED AD FORMATS

21. The Long Tail

22. Unique Selling Proposition
• Not a vertical segment but REFERENCABLE
• Align customer pain with decision maker and money
• Size matters and bigger isn’t always better
• Create VIRAL effects
What is the essence of why your customers bought ?
When & where does the product deliver high value ?
Who has that problem ?
How can you reach them ?

23. Product Positioning
For { target customers }
Who are dissatisfied with { Current market alternative }
Our product is a { new product category }
That provides { key problem solved }
Unlike { the product alternatives }
We have assembled { key whole product features for your specific
problem }
Value positioning statement

24. SCO
For the Director of in store processing of large distributed franchises
Who are dissatisfied with the high cost of managing distributed IT infrastructure
Our product is an INTEL based in store processor
That provides a robust, flexible, easy to administer platform to automate in store
processes
Unlike the RISC UNIX alternative that is price prohibitive or the Microsoft INTEL
alternative that is unreliable
We have assembled in store solutions that substantially reduce the cost of your
distributed IT infrastructure
SCO Unix is reliable, cost effect in store solution

25. AvantGo
For highly mobile Pharmaceutical Salesmen
Who are dissatisfied with the availability of their CRM software in the field
Our product is a handheld, always on interface to the CRM system
That provides instant access to customer, product and market data and
supports immediate CRM data capture
Unlike the current CRM system that is hard to use and unavailable
Our system is optimized specifically for highly mobile salesman
AvantGo Mobile Pharma makes your CRM useful

26. Messaging
Tag Line
Positioning value statement
Attribute / Claim Attribute / Claim Attribute / Claim
• Proof point
• Proof point
• Proof point
• Proof point
• Proof point
• Proof point
• Proof point
• Proof point
• Proof point

28. OnCommand

29. Big Data ABCs

30. • Performance (Volume and Speed)
• Data, logic and transaction state in
memory
• Performance optimized programming
model
• Business Flexibility
• Standard based (BPEL, UDDI, XML)
• Comprehensive set of integration points
• Model driven
• Lower Cost
• Standard commodity hardware
• Open systems lower development costs
with High Availability

31. Industry Positioning
• Position you in the Industry
landscape
• Basis for analyst engagement
• Validate product strategy
• Competitive positioning

32. Gartner Magic
Quadrant Rapid consolidation
• IBM – SoftLayer
• Century Link - Savvis – Tier 3
Cloud IaaS - 2013

33. Gartner Magic
Quadrant
Cloud IaaS - 2014

34. Forester Wave
Hybrid Cloud
Management
Solutions

35. EXERCISES

36. Product Positioning
For { target customers }
Who are dissatisfied with { Current market alternative }
Our product is a { new product category }
That provides { key problem solved }
Unlike { the product alternatives }
We have assembled { key whole product features for your specific
problem }
Value positioning statement

37. Messaging
Tag Line Positioning value statement
Attribute / Claim Attribute / Claim Attribute / Claim
Proof points Proof points Proof points

38. Richard Treadway
Richard.treadway@gmail.com
408 892-0498
Twitter: @richardtreadway
Blog: http://richard-treadway.blogspot.com/