startup marketing devdipp@gmail.com • What Is The Problem ? C • Worry. Waste. Wave U WHAT CONCEPT CON CEPT S T • Who Has The Problem? O M • Segment Profile. Sizing WHO E R DESIGN DE • When Is the Solution Needed ? D MVP MVP • Now. Next. Never I WHEN S S O C • Where Is the Solution Needed ? L O U V • Global. National. Local WHERE T E PILOT PIL I R O Y • How To Solve the Problem N FEED FEED • Concept. Product. Service HOW D BACK E PIVOT PIV T / S • Why Is The Solution Better ? I PIT PITCH CH • Benchmarking. Differentiation G WHY N
startup marketing devdipp@gmail.com ROUTE TO MARKET ADVERTISING POSITIONING BRANDING Channel. Reach. Cost For Whom. What. How. Why Identity. Quality. Loyalty DISTRIBUTING SERVICING SELLING Channel. Reach. Cost Quality. Cost. Satisfaction Funnel. Conversion. Costs GENERATING RETURNS SCALING UP PRICE INVESTORS FOUNDERS Strategy. Structure. Stickiness Funding. Terms Vision. Goals. Value Add Alignment COST COST Per Unit. Fixed. Variable SUPPLIERS EMPLOYEES INVES INVESTMENT TMENT Quality. Cost, Structure. Skills. Commitment Culture Fixed. Working. Debt. Cash
startup marketing • What Is The Problem ? • Worry. Waste. Wave WHAT C • Who Has The Problem? U PRINCIPLES S • Segment. Profile. Sizing WHO T O ‘Socialize. Socialize. Socialize’ M • When Is the Solution Needed ? E + • Now. Next. Never R WHEN ‘Travel. Talk. Tea’ D • Where Is the Solution Needed ? ‘Use Your Five Senses’ I S • Global. National. Local ‘A Day in the Life’ WHERE C O ‘Staple Yourself to the Product’ V • How To Solve the Problem ‘Time & Motion Study’ E R • Concept. Product. Service HOW Y • Why Is The Solution Better ? • Benchmarking. Differentiation WHY
startup marketing CASELETS • What Is The Problem ? WHAT WORRY = CRAM C • Who Has The Problem? U WASTE = FOOD S • Segment Profile. Sizing WHO WAVE = IOT T O M • When Is the Solution Needed ? E WHO = DMP • Now. Next. Never R WHEN D • Where Is the Solution Needed ? WHEN = RECALL I S • Global. National. Local WHERE C O WHERE – SAT COV V • How To Solve the Problem E R • Concept. Product. Service HOW HOW – SPL Y • Why Is The Solution Better ? WHY – WHS / ARI • Benchmarking. Differentiation WHY
startup marketing CASELETS CONCEPT CON CEPT CONCEPT - AP S O DE DESIGN L DESIGN - TH REJ U MVP MVP T I O MVP – WMX N D PILOT PIL E PILOT – SPL S I FEED FEED G N BACK FEEDBACK - CAD PIVOT PIV T / PITCH PIT CH
startup marketing devdipp@gmail.com ROUTE TO MARKET ADVERTISING POSITIONING BRANDING Channel. Reach. Cost For Whom. What. How. Why Identity. Quality. Loyalty DISTRIBUTING SERVICING SELLING Channel. Reach. Cost Quality. Cost. Satisfaction Funnel. Conversion. Costs CASE STUDY Technology Enabled Restructure
startup marketing 20+/300+ ?? 20+ 500,000+ 3500+ 10,000+ 30+
startup marketing CHALLENGES RETAIL PRESENCE MARKET SHARE DISTRIBUTION SPEED SALES SCALE COSTS CAPITAL PEOPLE CAPABILITY COMMITMENT
startup marketing APPROACH CONSUMER DISCOVERY BRANDS RETAIL PRESENCE PROMOTION DISTRIBUTION NETWORK DISCOVERY SCALE COSTS / CAPITAL PLANTS /LOGISTICS CHANNEL DATA DISCOVERY PEOPLE DISCOVERY
startup marketing VISION BRANDS RETAIL PRESENCE PROMOTION DISTRIBUTION SPEED PLANT NETWORK LOGISTICS NETWORK DISTRIBUTION NETWORK DATA TECHNOLOGY STRUCTURE / SKILLS
startup marketing PROOF OF CONCEPT PILOT – 1 (METRO) PILOT – 2 (NON METRO) PROJECT MANAGEMENT SUCCESS CRITERIA STAKEHOLDERS PDCA TECHNOLOGY PILOT RETAIL (PALM PILOT) CHANNEL (PC) CONNECTIVITY (VSAT) COMPANY (ERP)
startup marketing ROLLOUT CONSUMER BRANDS / SKUs RETAIL STANDARDS PROCESS TECHNOLOGY NETWORK PLANTS LOGISTICS TECHNOLOGY PEOPLE STRUCTURE SKILLS TECHNOLOGY
startup marketing 20+/300+ -> ?? 24 -> 3 15+ / 200+ 500,000 -> 100000 3500 -> 20 10000 ->30000 35 -> 0
startup marketing BENEFITS RETAIL SALES DISTRIBUTION SHARE OF WALLET NETWORK COSTS CAPITAL SPEED PEOPLE CAPABILITY COSTS
startup marketing devdipp@gmail.com PRINCIPLES LEASING GENERATING RETURNS PRICE Strategy. Structure. Stickiness COST COST Per Unit. Fixed. Variable INVES INVESTMENT TMENT Fixed. Working. Debt. Cash
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