HAPPY FARM NOVEMBER 2012MARVIN LIAO

Marketing & Sales StrategyWorkshop

Congratulations: You’re An Entrepreneur

Key Barriers for Your Startup

Momentum BarrierTech Implementation BarrierEcosystem Barrier

Source: Clayton Christensen, HBS Article on Disruption, Nov 2012

Critical Factors for Adoption of New Products

Relative AdvantageSimplicityTrialabilityObservabilityCompatibility

Source: Everitt Rogers, “Diffusion of Innovation”

First Quote & Assumption

“No One Likes to be Sold, but Everyone Likes to Buy”

• Sales & Marketing are Different Sides of Same Coin

• Marketing Sows, Sales Reaps• One Cannot Exist Without the Other

Why Marketing

To Tell The World About your Product/Service:

Whats your Story?

What’s Marketings Role?

PositioningDefining Target CustomerRepresenting Customer Voice in Product

RoadmapDeveloping the Company BrandAcquiring CustomersKeeping Customers Happy (Retention)

Source: Christine Tsai, 500 Startups. http://christinetsai.tumblr.com/

What’s the Problem You Are Solving

Who is User/Customer

B2BB2CHead (Fortune 500)Tail (SME)Local MarketGlobal Market

What Channels?

Where are your Prospective CustomersWhat is your Budget?Whats Most Cost Effective Way to Reach

them?

Think Verticals

What is Your Point of Differentiation

Let’s Not Forget PR (Public Relations)

Different Phases

Phase 1: Trying to Get Product/Market FitGoal: Trial, Feedback, Validation & Reference Partner/Clients

Phase 2: Scaling & Expanding the BusinessGoal: Expand the business, Customer Acquisition

Final Quote

“The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself.” – Peter Drucker

Questions?