Part of 2013 Q2 Lean Launch Pad Presentations 0a-Introduction.2013.Q2.pptx 1a-Three_Types_Of_Startup.2013.Q2.pptx 1b-Customer Discovery (problem hypothesis).2013.Q2.pptx 2a-Customer Discovery ( canvas and story ).2013.Q2.pptx 2b-Value_Chain (team specific).2013.Q2.pptx 3a-Customer_Validation.2013.Q2.pptx 3b-GKG-CustomerRelationships.2013.Q2.pptx 4a-EndGame.2013.Q2.pptx

1. End Game
End Game
• Sales Funnel First
• Then Marketing to fill / support that
funnel.
• :Paradox: Sales Funnel version 1 is never
developed by “Sales People”

2. End Game
How?
Based On
“Direct Experience”
• Based on the results of
“Real Experiments” …
not “Gedanken Experiments”
not “Thought Experiments

3. End Game
Key Deliverables
•
•
•
•
Sales Roadmap
Sales Pipeline / Funnel
Revenue Model / Forecast
Whole Product Schedule
(Plan of Record Sketch )

4. Review
Quick Reminder

5. Review
-Sell:
Sales Roadmap
5

6. Review
-Sell:
Roadmap becomes
The Sales Pipeline
6

7. Review

8. Review
GKG-Physical

9. Review
GKGWeb/Mobile

10. Review

11. Review
-Sell:
•Intended
Cust
omer
audience:
-Value / ROI
• ATMF
interface
Plan of Record
-Why Us?
-.ppt
- “early”
-Standards
-Applications
-Documents
-Why Us?
-.ppt & .doc
-* OIF Interface
•Compliance Testing
Plan Document
-* Sub-system Jitter
Compliance testing
-* Present to User
Group
-Driver
-Software
-System
-Full Compliance
-documentation
-“how to” & “results”
-V0.1
-partner
-“Full Module” Paper
-Reference Design
-Optics,
SerDes
-Front
End
Q2
Q3
-V0.x
-partner
-V1.0
-partner
-Tested
-Reference
Design
-Alpha
-Chip
-(Product)
-Q1
- :think: What More
Stuff do you need to
support the sale?
•This is focussed on
actual user.
• ! Add in Rows for all
the other “customer
types” !
-Sampling
Q4
-Production
Q1
Q2
11

12. Review
-Sell:
•Intended
audience:
Intern
Plan of Record
al
-Exec
-Influencers
- :think: What More
Collateral/Stuff do you
need to support the
sale?
• List it all out.
•What does it
“really” take
• Make it available
• You’re trying to make
it a “recipe”
-Technology
Gatekeepers
-Deal Signer
-Coach
-many …
-Price list, Quote
Form, NDA,Contracts,
…
-Sales Docs
-Q1
Q2
Q3
Q4
Q1
Q2
12

13. Laser Focus
On Your Customer
& Their Eco-System

14. Review
Your Model of Reality
Business Model Canvas ++
• Value Proposition
• Channels
• Customer
Relationships
• Get Keep Grow
• Mkt/Sales Collateral
• Outcomes &
Testimonials.
End Game
• Customers
•
•
•
•
•
Market Map
Purchasing Decision
Service Journey
Archetype
Customer Workflow
• Time
• Plan of Record (Sketch)

15. Review
Quick Reminder
• “Sales Engine” requires loads of detail you
are learning about in Customer Discovery.

16. Review

17. Review

18. OK… But
Q. Do We …
• Ever do “normal” Marketing?
• A. “Almost” … “Kinda”

19. Custom Creation

20. Custom Creation
Customer Creation
Customer
Discovery
Customer
Validation
Customer
Creation
Scale
Company
• Help prospects learn about your product and create a
desire to buy it
– Leverage what you’ve learned from “real” customers in
Customer Discovery and Validation Phases
– Creation comes after proof of sales
– It is a strategy not a tactic

21. Custom Creation
Rules: Customer Creation
• Rule 1:
No spending until customer validation
• Rule 2:
Match the creation strategy to the company
• Rule 3:
Match spending goals to year 1 objectives
• Rule 4:
You can’t get customers if they aren’t there
21

22. Custom Creation
Step by Step (All)
Customer
Discovery
Customer
Validation
Customer
Creation
Year One
Objectives
•Type Of Startup
Distribution Model
•Revenue Model
•Channel Model
•Launch Model
•Sales Model
Positioning
•Articulate Problem &
Product concept
•Understand customers
view of the competitors
•Initial company &
Product Positioning
•Test w/ Early
Adopters
•Company/Product
Positioning by PR
Agency with audit
Launch
•Day in the life
•Attend Shows/Confs
•Estimate Mkt Size
•Company & product
launch strategy
•Test w/ early
adopters
•Launch/Introduce
•Launch type depends
on “mkt type” of
startup
Demand
Creation
•Press, Analysts,
Influencers List
•How do customers make
buying decisions?
• How do customers
purchase?
•Understand
analysts/influencers
view
•Implement demand
creation
•Type depends on
“mkt type”
22

23. Custom Creation
Launch Type
Year 1
Objectives
Launch
Type
Existing Market
Market Share
Credibility
Existing basis
of competition
! Onslaught !
Drive Hard
Re-segmenting
Existing Market
Market re-segmenting &
new Market share
Segmentation,
delivery, and
innovation
New basis of
competion
Education and
appropriation of
share
New Market
Market Adoption
Market
education,
standards
setting, and
early adopters
Education
Look for
“tipping point”
23

24. Custom Creation
Three Types of Markets
Existing Market
Resegmented Market
New Market
Customers
Existing
Existing
New & New Usage
Customer Needs
Performance
1. Cost
2. Perceived Need
Simplicity &
Convenience
Performance
Better/Faster
1. Good enough at the
low end
2. Good enough for
new niche
Low in “traditional
attributes”, improved
by “new” metrics
Competition
Existing Incumbents
Existing Incumbents
Non-consumption &
other startups
Risks
Existing Incumbents
1. Existing Incumbents
2. Niche strategy fails
Market Adoption
-0 – 2 Years
-3 – 7 Years
-Time to Maturity
-7+ Years
24

25. Custom Creation
Customer Creation: Exit Criteria
•
•
•
•
Which startup strategy are you executing?
Positioning tested & complete?
Launch strategy match startup type?
Demand creation activities match startup
type?
• Year 1 objectives match startup type?
25

26. End Game
Yin / Yang
Status: Who’s on Top?
• Time
High / Low
• T=0
Eng / Marketing /Sales / Biz
• T=5+ Biz / Sales / Marketing / Eng
• The Ratio & Importance Changes

27. Go 