#RamenCamp

Validating Ideas Translating That into a Business Model Translating that into a Sales Model

Seth Liebermane: seth@lieberman.nett: @sethWlieberman

*Vegetarians

#SteakCamp

StartUp Food Pyramid (Paleo)

YE$!

NO!

You will not be Facebook or Instagram

Rule #1: “Maslow Says”SOLVE AND SELL NEEDS NOT WANTS

YE$!

NO!

Rule #2 Go Where the Money Is• Big Markets

• Clearly defined markets

• Established buying paradigms

• High growth markets

• Markets where you can be disruptive

• Markets you think you can win

• Markets you care personally about

Better Mouse Traps Are Easier To Sell

Define the Addressable MarketDefine your Sub-Set of the marketIdentify your Target CustomersIdentify the Decision MakersKnow their Purchasing Authorization LevelDetermine how to Reach Them

Rule #3SolveThePennyGap…

Free is not a business model

Avoiding False Positives / Negatives

What your customers want may not be what YOU want

Rule #4 Find the Scalable Model

• Revenue• Sales Leads• Sales People• Land & Expand

• Marketing• Viral• Self Serve• Paid• Earned

• Costs• Fulfillment Costs• Hosting• Infrastructure Costs• Staffing Costs

• Technology• Databases• Servers• Code

• Team• Business Process• Communication• Management• Capital

Hunters Kill Deer…

Farmers Feed Civilizations

Move Up Market

Scaling Margin

Scaling: Marketing + Leads

  Paid OrganicTraffic Source 16% 84%Paid Costs $6,000 $3,250  Visits 5,280 27,720 Raw Leads 320 1,183 Qualified Leads 12 105 Visit to Raw Lead Conversion 6.1% 4.3%Qualified Lead Conversion 3.8% 8.9%

   CPV (Visits) $1.14 $0.12 CPRL (Raw Lead) $18.75 $2.75 CPQL (Qualified Lead) $500.00 $30.95

Required Visitors Needed 440 264Raw Leads Generated 27 11 To get 1 Qualified Lead 1 1

Measuring Funnel Movement

Scaling Team & Culture

CommunicationTransparency

AccountabilityHonestyRespect

No Assholes Rule

Heavier than Air Machines

• You will never have enough data• You will always have enough data• You can only make the best decisions you can

with the data you have today.

Rule #6 Making a decision TODAY is superior to making a decision tomorrow.

Rule #5 Customer Interviews• How do you personally refer to your category of business? (ie industry) • What are your major business goals & challenges? • How are you measured? What’s your definition of success?• What other tools/software/services do you use (or would like to use) to help address these

challenges?• How did you first hear about SnapApp?• What did you think SnapApp would be able to help you solve for?• What were your first impressions about the website, the product? Where these the same?• What was your first “ah-ha” moment or what convinced you that SnapApp might be able to help?• What was the key feature/functionality that made you buy?• Did you evaluate other solutions that could help with (problems mentioned)? If so, who & what

differences did you see between those solutions and SnapApp? • Does SnapApp integrate with other tools/systems at your organization? How does it fit in your

ecosystem?• How would you describe SnapApp to someone else?• Who else in your organization will use or be aware of SnapApp? If the person is the decision

maker, but NOT the user, ask them who the user is and if we can contact them?• How would you rate (on a scale of 1 to 10 – 10 being best) your buying experience with

SnapApp? Where could we improve? • Can you explain one campaign or effort you’ve executed or plan to execute using SnapApp?

Where do you go for new ideas, information?

“Competition has trumped value-creation. In this and other ways, the competitive arena undermines innovation.”

“You know somebody has been sucked into the competitive myopia when they start using sports or war metaphors. Sports and war are competitive enterprises. If somebody hits three home runs against you in the top of the inning, your job is to go hit four home runs in the bottom of the inning.

But business, politics, intellectual life and most other realms are not like that. In most realms, if somebody hits three home runs against you in one inning, you have the option of picking up your equipment and inventing a different game. You don’t have to compete; you can invent.”

- David Brooks NY Times 4/23/12

You Gotta Have Faith…

Rule #6

Make time to think for yourself by yourself.

Rule #7

Enjoy Your Life

App.SnapApp.com/ramen2

e: seth@lieberman.nett: @sethwlieberman