Strategy startups to enterprise
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Transcript of Strategy startups to enterprise
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Strategy, Strategic Planning, and other Stories
Akash Pai
Principal Product Manager Lead: Microsoft Bing Advertising
@akashpai
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Strategy
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What is Strategy?
Set of choices which position a firm, in an industry, to earn superior returns (financial or share) over the long run.
It is:
1. Being unique
2. Value proposition which is distinguishable from competition
3. Sustainable competitive advantage
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What is NOT a Strategy
• Vision, aspiration
• Best practice
• Execution excellence
Examples:
1. Being #1 or #2 or Best.
2. To merge or outsource
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Common Strategic Planning Methodology?
Traditional Strategic Planning Process is dead, long live Strategic Planning !
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Vision, Strategy, Execution & Beyond
Strategic Planning
Minimal Viable
Product
Test Product Viability
Pivot ? Plans are
useless, Planning is everything
Customer Focused
Development
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The MOST important Tenet
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Now for some Best Practices …
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Strategic Planning: Environmental Scan
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Strategic Planning: Customer Types & Attributes
• Customer Types:• End-users, influencers, &
recommenders
• Early adopter, early evangelists
• Economic buyer & decision maker
• Saboteurs
• Define their attributes & pain points
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Strategic Planning: Value Curve Analysis
• Identify White Space
• Key customer attributes on X-axis
• Level of performance on Y
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Strategic Planning: Value Proposition & Unmet Need
Differentiate or Die ! Me-too is not a strategy
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Strategic Planning: Access Feasibility
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Strategic Planning: $ Pricing
• Willingness to Pay – how to measure it?
• Post the question to customer advisory board or key economic buyer• Will you install it for free?
• Will you pay $x for it?
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And if all of this is Too Much ….
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Testing your Hypothesis
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Minimal Viable Product
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Test Product Viability? • A/B testing using Cohort analysis
• Define KPIs and measure • SaaS products: acquisition, engagement, monetization, loyalty
Metrics Best Practices
Acquisition Customer Acquisition CostLTVK-factorViral cycle time
LTV > 3 CACTime to recover CAC < 1 yearViral coefficient > 1
Engagement Churn rateAvg. session timeDwell timeDAU, MAU
Identify customers at risk of churn; re-engage
Monetization ARPUMRR
Loyalty # comments, reviewsSentiment analysis
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To Pivot or Not?
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Repeat
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Aligning Organizations behind Strategy
• Strategy Maps & Balanced Scorecard
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Further Reading