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Marketing & Sales

The Founder Institute

Roger Yee

Barcelona – Feb 19 2013

7/29/2019 Presentación Roger Yee Marketing and Sales

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Background

• Three start-ups – full lifecycle

• Enterprise Services & Products

• Unique perspective

– Idea to funding to execution

– Hyper-growth businesses

– Initial Public Offerings

– Mergers & Acquisitions

– Angel Investor & Limited Partner

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What’s Your Business Model?

• Product

– License (user vs platform vs enterprise)

– Free-mium/Try & Buy

– Subscription

• Services

– Consulting

– Implementation

– Retainer

Consumer vs Enterprise?

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Zero to One

• Focus on the first dollar 

• Many steps to the first $100k and $1M

• Go as fast as possible (early on)

• Varies upon…

– product or services

– stage of offering (alpha, beta, launch)

– size of market

Convincing customers is critical – think sales!

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Making the First Sale

• Prove the offering/technology

• Get the first customer

• De/re-fine the model

• Get the first customer 

Start here – before external funding

You might not need it

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Making Sales

• Know the race track

– Markets

– Customers (who is your DREAM customer?)

• Know your competitors– Offerings

– Competitive differentiation

• Know your customers

– Understand and exceed their needs– Are you solving a HARD problem?

– Build Feedback loop

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Real-world: Services

• Services: IT Consulting & Services integrator 

• Market: eCommerce sites and systems (dot.com)

• Customers: Fortune 1000

• Product Sales– None - reseller

• Implementation Services

– Prototypes (demos)

– Advisory/Architecture (consulting)

– Projects

– Tailored solutions

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Real-world: Services - Reality

• Challenge: Hard to differentiate – lots of 

competitors -- “e”everything

• Market Position: End-to-end provider, one-stop

shop, build capability in 5 key domains

Reality: 13 acquisit ions,

B2B market focus,IPO & acquired for $2.1B by product company

Revenue Result

30% organic

growth

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Real-world: Product

• Product: High security operating system

• Market: Information sharing

• Customers: Government Agencies

• Product Sales– Direct

– Channel/Partners

• Engineering Services

– Prototypes (demos)

– Advisory/Architecture (consulting)

– Custom solutions (projects)

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Real-world: Product – Reality

• Challenge: Industry standard OS

• Market Position: Niche player for secure OS,

build packaged info-sharing applications,

expand into homeland & healthcare markets

Reality: Product powers 5 of 12

Gov’t approved solutions,patented IP, 100% Gov’t market

Revenue Result

1:2 ratio

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Real World: Fortify Portfolio

Web-based event planning and community building platform

Individual event planners >> Event Venues

Service provider connection via phone to consumers

14 cities in 14 months >> Driven by Demographics

SMS text mobile sharing, search and storage technology

Enterprise platform >> OEM Consumer Mobile App

Social media analytics for food products

Blog/recipe search engine >> Vertical Analytics Service

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Investor Perspectives

• Market focus is critical

…Pick and go – pivot & change markets

• Marketing is not a business model

…Prove value to drive sales• Best champion is your first customer

…Not necessarily your best customer 

• Customer acquisition is important

…Early traction drives momentum

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Closing Thoughts

“A-B-C. A-always, B-be, C-closing. Always be closing!

Always be closing!!”

- Alec Baldwin in movie Glengarry Glen Ross

Contact Info:roger.yee@gmail.com

www.linkedin.com/in/rogeryee

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