This webinar will show you how to scale and grow your business once you’ve taken your product to market. -Look at practical examples and case studies. -Discover key growth resources provided by the University of Utah and Technology & Venture Commercialization and Fluid Advertising.

1. Start-up Series
P a r t 4 : F i r s t C u s t o m e r t o S c a l e

2. Dustin Cederholm
Digital Conversion Manger,
Fluid
Phil Case
Managing Director/Partner,
Fluid
Dustin Cederholm has been engaged
in conversion optimization
professionally for more than 7 years.
His experience has helped
companies as small as 25 employees
with less than $1 million revenue
and as large as 2,500 employees
with >$1 billion revenue. He uses
advanced CRO techniques to turn
client’s site traffic into revenue.
Phil leads Fluid in its quest to
become the most innovative and
cutting-edge advertising agency,
emphasizing brand strategy and
creativity. His strengths include
identifying problems and
opportunities for businesses and
developing cost-effective solutions
that are in concert with bottom-line
business objectives.
@DustinCederholm @GetFluid

3. Taylor Bench
Director, Economic Development,
TVC
Spencer Walker
Software Development Center,
TVC
Spencer creates business
opportunities from University-
derived software. Prior to working at
the University of Utah he built a
successful business brokerage firm
and closed over $3M in the first 12
months. Spencer volunteers his time
as a city planning commissioner,
economic development committee
member, and self-reliance guru. He
earned B.S. and MBA degrees from
the University of Utah.
Taylor manages vetting, de-risking,
and business model development for
over 150 new inventions each year.
He was a micro-cap fund Sr.
Associate at BayHill Capital and
raised over $26 million for clients as
a New York investment banker.
Taylor built an early stage, seed
investment program of $750K per
year. He holds a B.S. degree in
Electronics Engineering from BYU
and an MBA from the University of
Utah.

4. @GetFluid
#FluidWebinarSeries
@TechComOff

5. 5
4-Part Series Outline
Pa r t 1 : S u c c e e d w i t h t h e L e a n M o d e l
Pa r t 2 : F r o m C o n c e p t t o P r o d u c t
Pa r t 3 : F r o m P r o d u c t t o F i r s t C u s t o m e r
Pa r t 4 : F r o m F i r s t C u s t o m e r t o S c a l e

6. 6
Why we’re doing this-
A n d w h y y o u s h o u l d s t i c k a r o u n d .

7. 7

9. Discussion topics:
Recognizable TVC companies that are
at scale

11. Case Study
A v a n S c i B i o

12. Visual 2
Wait for it…

13. Visual 2

14. Team
Discussion topics:

15. Visual 4

16. 16
Wait for it…

17. 17

18. Bridging Sales and Marketing
F l u i d t a l k s h o w t o g o fr o m c u s t o m e r # 1 t o s c a l e .

19. First Customer

20. First Customer
• E x p e r i e n c e
• O n - s i t e
• O ff- s i t e
• C u s t o m e r S e r v i c e
• P r o d u c t / S e r v i c e e x p e r i e n c e
• C r o s s - s e l l i n g a n d u p - s e l l i n g
• C e n t e r o f I n f l u e n c e ( C O I )
• Re v i e w
• U s e r g e n e ra t e d
• C o r p. g e n e ra t e d
• N u r t u r e

21. First Customer

22. Placeholder

23. Remember Your Funnel

24. Test, Test, Test

25. Placeholder
Marketing Maturity Scale

26. Return On Ad Spend
ROAS

27. Performance Based Marketing
Performance-based advertising, also known as Pay for
performance advertising is a form of advertising in which the
purchaser pays only when there are measurable results.
Performance-based advertising is becoming more common
with the spread of electronic media, notably the Internet,
where it is possible to measure user actions resulting from
advertisement.
• Affiliate marketing
• Programmatic advertising
• Influencers
• Referral program

28. Fluid Case Study

30. Pluralsight Storyboard
• Affiliate marketing
• Programmatic advertising
• Influencers
• Referral program

31. Pluralsight Storyboard

33. IN SUMMARY
• Connect your departments and find
transparency between them
• Walk through your own process. Can you
find any hiccups? Let others do it as well
• There is no one solution for all
• Right people, right tools, right process

34. 34
Resources
• Fluid webinars, whitepapers, and business intelligence assets
• http://getfluid.com/resources/
• Fluid blog: Get beginner, intermediate, and expert articles to improve your
marketing and stay up to date with the latest marketing trends
• http://getfluid.com/blog/
• TVC Grants Page: The SBIR/STTR programs provide over $2.3 billion annually in
grants and contracts to small businesses and start-up companies for the
development of new products and services.
• http://tvc.utah.edu/tco/sbir.php
• TVC Software Development Center: The Software Development Center has worked
on a wide range of projects from professional industrial algorithms, university
medical tools and student intern directed applications.
• http://tvc.utah.edu/sdc2/index.php

35. THANK YOU
@GetFluid
#FluidWebinarSeries
@TechComOff

36. Questions?