Tips for selling and marketing in the startup space. Including minimum viable partnerships and the importance of stepping outside of your comfort zone.

1. Deliver Powerful
Pitches to Investors
in 10 Minutes
Start-up
Sales + Marketing
Top 10 Things To Know
Caroline Cummings | @iamcarolina

2. Innovators
Ideators
Growers
Starters
Exiters

4. What’s Wrong?

5. Include Customers in your R&D
Ask
Listen
Implement
Reward
Thank

7. MVP

8. A

9. Know what
word(s)
you want to own in the mind of
the consumer…

10. If you were about to give a
speech to a large audience, and
someone asked,
“what is your talk about?”
You’d say
__________________!

11. Driving

12. Safety

13. Social Network

14. Building a company
Means
Selling things
Means…
Building a brand!

15. Know what you want to own
How you will defend it

16. Your Competition
Clearly communicate your Value Proposition

17. Due Diligence
on Competition
City/
Local
Focus
No
Character
Limitations
Free to
Post
Can
Include
Images
Social
Media
Friendly
Easy to
search
Local
Newspaper
✪
✪
✪ ✪ ✪ ✪ ✪

18. Who are you selling to?
Target Markets

19. Target Markets
2nd 1st
3rd
5th 4th
Beta Market, Addressable Market, Market Segments,
% of Revenue/Market, Potential Market...
Highlight any Key Research

20. TAM: total
possible demand
for your product
SAM: based on
your current
business model
SOM: based
on practical limits
of your business
model

22. Target Markets
1st Harvard/Stanford
2nd Ivy League
3rd Colleges/Univs
4th 14 – 34 yrs old
Fastest growing demographic 5th Businesses…
Women 55+ years old

23. Acquiring Your Customers?
Including the cost to acquire a customer

24. Assumptions are King!
It’s the #’s Behind the Numbers that
matter!

25. Selling & Marketing is
Listening

26. • Monitor
• Learn
• Compare
• Respond
www.google.com/alerts
Listen Online

27. Respond!
“Nice to see a
large
company
listening.”

28. Gather
Citizen
Marketers

29. Citizen marketers
Customer evangelists who generate media
(primarily online) on behalf of products, services,
companies, or people who generate inspiration.

33. “Anything
Worthwhile is
Difficult.”
-- Coco Chanel

34. Caroline Cummings
VP of Biz Dev & Sales
Palo Alto Software
How to Step Outside of Your
Comfort Zone and Sell Faster,
Better, Smarter…

35. Comfort Zone =
A type of mental
conditioning that causes a
person to create and
operate mental boundaries

37. Comfort Zones
Define Us

38. What’s it look like?

41. Fear

42. # 1 Public speaking
# 2 Heights
# 3 Insects and Bugs
# 4 Financial Problems
Comfort
Zone # 5 Deep Water

43. Comfort
Zone
Public
Speaking
Starting
a Vlog
Toast
Masters
Making
Sales
Calls

44. A Healthy
Dose of Anxiety

45. Anxiety can improve
performance…
…but, if you step beyond
your optimum performance
zone…

46. Danger Zone

47. Danger Zone
As levels of anxiety or
discomfort increase to high
levels – performance can
decline rapidly

50. Traveling to Cairo
During Social
Unrest…

53. If you don’t step out of your
comfort zone
you WILL miss opportunities

58. How to do it?

60. Unleash Your Inner Hero

61. Defending the
Underdog

63. Convince in Style

65. Kick Ass
Take Names

67. Don’t sell…
Enchant !!

68. “Enchantment
transforms situations
and relationships.
It converts hostility
into civility.
It reshapes civility
into affinity.
It changes skeptics
and cynics into
believers.”

69. If you don’t step out of your
comfort zone
you WILL miss opportunities

70. Opportunities like:
Raising funds
Winning customers
Recruiting talent
Landing partnerships
Getting promotions
…

71. 4 Tips for Winning
Sales

72. Tip #1
Never make a
cold call!!

73.  Due diligence
 Media mentions
 Linkedin profiles
 Interests
 Competitors
 Think quality not quantity

74. Tip #2
View a “No” as
an opportunity

76. Negotiations
Open…

77. Tip #3
Fail Fast
or
Scale Fast

78. Tip #4
Find a Minimum
Viable Partnership

79. One way I am going to
step outside of my
comfort zone is by
_________________.

80. Caroline Cummings
VP of Biz Dev & Sales
Palo Alto Software
How to Step Outside of Your
Comfort Zone and Sell Faster,
Better, Smarter…