Ceyda Acf Framework Web

© Ceyda Technologies 2008

The “Accelerated CommercialisationFramework” (ACF) by Ceyda Technologies

Author: David Sinclair Ceyda Technologies 19th September 2008


Agenda

� [Introduction]� [The “Accelerated Commercialisation Framework” (ACF)]

� [Pre-Commericalisation]

� [Product / Services Strategy]

� [Strategic Marketing]

� [Marketing Strategy & Execution]

� [Marketing Planning]

� [Sales Strategy & Execution]

� [Opportunity Management]

� [How we deliver]

� Engagement Process� Summary of Framework � Benefits of Working with Us� Contact


Introduction

� Most technology business lack

� Key Commercialisation & Sales & Marketing skills

� “Build it and they will come” is NOT a viable strategy

� Access to a key consistent framework is difficult

� Access to skills is problematic

� Technology Myopia is predominant

� The Company Lifecycle (incomplete)

� Start up => Integrated Corporation


“ACF” Snap Shot

OPPORTUNITYMANAGEMENT

SALESEXECUTION

MARKETINGPLANNING

PRODUCTSTRATEGY

PRECOMMERCIALISATION

STRATEGICMARKETING

SALES &MARKETINGSTRATEGY

� [Provides for process and outcome management]

� [Accessible in Adhoc or Programmatical manner]

The Company Lifecycle Start-up Integrated Corporation


Pre-Commercialisation Process

PRODUCTDEFINITION

1 IP ASSESSMENT 2TANGIBLE OR

INTANGIBLE3

PRODUCT

OR SERVICE

ATTRIBUTES DEFINITIONinput PRODUCT

STRATEGYPROTECTION VIABILITY

4OFFER

DESCRIPTION

A BA A

B FACILITATION

A CAPABILITYPRE

COMMERCIALISATION


Best Practice & Key Metrics

� [Intellectual Property Assessment][Asset or Liability.]

� [Commercial Viability][Investment, Scope, Size and Access to Market.]

� [Attributes] [Form and Function.]

� [Define Offering][Offering = Market Attractiveness.]

[Pre-Commercialisation]


Product Development Strategy

STRATEGICMARKETING

1SCOPE OF

OFFERING 2TECHNOLOGY

FRAMEWORK

METHODOLOGY3

TECHNICAL

CONTENT

APPLICATION

VALIDATE RELEASE MARKET READYDEFINITION DEVELOPMENT

4COMMERCIAL

READINESS

B ABB

B FACILITATION

A CAPABILITYPRODUCT

STRATEGY



� [Definition][Clearly defined scope.]

� [Development][Consistent approach across methodologies & technologies]

� [Validation] [Scope, viability and market relevance.]

� [Commercial Release][Packaging, content & preliminary commercials.]

[Product Development]


Strategic Marketing Process

SALES & MARKETINGSTRATEGY

1MARKET

IDENTIFICATION

& ANALYSIS2

TOTAL

ADDRESSABLE

MARKET3

INDUSTRY

GEOGRAPHY

OR SOLUTION

MARKETSEGMENT

TARGETMARKET

input REVENUEPOTENTIAL

MARKETDEFINITION

MARKETSIZE

4CUSTOMER

DEFINITION &

ATTRIBUTES

A AAA

B FACILITATION

A CAPABILITYSTRATEGICMARKETING



� [Market Definition][Snap shot Analysis and Assessment.]

� [Market Sizing][Consolidated Assessment.]

� [Market Segmentation] [Presumption of need - geographic, industry or solution.]

� [Target Market][Validation for need and selection.]

[Strategic Marketing]


Marketing Strategy & Process

MARKETPLANNING

1CORE

MESSAGING2

VALUE

PROPOSITION3

STRATEGY

GENERATION

STRATEGYDEVELOPMENT

MESSAGETESTING

inputMARKETMESSAGING

MARKETPOSITIONING

4AWARENESS

DEVELOPMENT

STRATEGYEFFECTIVENES

A AAA

B FACILITATION

A CAPABILITYMARKETINGSTRATEGY



� [Messaging][Core message & association of offering.]

� [Positioning][Clear proposition of value.]

� [Strategy Development] [Define objective and approach.]

� [Message Testing][Initial value response and awareness ]

[Marketing Strategy]


Marketing Planning & Process

MARKETAWARENESS

1FREQUENCY

& REACH2

MEDIA &

METHOD3

CONTENT

GENERATION

MESSAGEDEVELOPMENT

MESSAGINGEFFECTIVENESS

inputMESSAGINGSTRATEGY

MESSAGEMEDIUM

4RESPONSE

RATES

BRANDASSESSMENT

A AAA

B FACILITATION

A CAPABILITYMARKETING

PLANNING



� [Messaging][Who and how many times?]

� [Medium][Type, access and value.]

� [Content] [Structure, form and quality.]

� [Effectiveness][Return on medium and message.]

[Marketing Planning]


Sales Strategy & Process


1DIRECT OR

INDIRECT2

PROCESS &

OPERATIONS3

DEMAND

TESTING

INITIALBUSINESS

DEVELOPMENT

input DEMANDGENERATION

SALESMODEL

BUSINESSDEVELOPMENT

PROCESS

A AA

B FACILITATION

A CAPABILITYSALES STRATEGY

& EXECUTION



� [Model][Direct or indirect (Channel development).]

� [Sales & Business Develop Operations][Process & Management models.]

� [Early Stage Business Development] [Initial Demand Test ]

[Sales Strategy]


Opportunity Creation & Management

CUSTOMERACQUISITION

1METHODOLOGY

ADOPTION2

QUALIFY &

FORECAST3

BUILDING

RAPPORT

RELATIONSHIPDEVELOPMENT

CONTRACTEXECUTION

input REVENUEGENERATION

BUSINESSDEVELOPMENT

PROCESS

PIPELINEDEVELOPMENT

4CLOSING

DEALS

A AAA

B FACILITATION

A CAPABILITYOPPORTUNITYMANAGEMENT



� [Business Development Process][Methodology Adoption.]

� [Pipeline Development][Qualify & Forecasting = Growth.]

� [Relationship Development] [Building client confidence.]

� [Contract][Negotiation and Close.]

[Opportunity Management]


How we deliver

� [Packaged or Adhoc service delivery]

� [ACF components modular or complete]

� [Vertical & Horizontal integration available.]

� [Provides process and outcome management]

� [Available in Adhoc or programmatical manner]


Engagement Process

Recruiter Team)

Meeting & Assessment

Proposal Generation

Discovery &Integration

Proposal Acceptance

Process &Outcome

Management

Review &Assessment

OpportunityGap

Proposal

ScopeCompletion


Engagement Process

Recruiter Team)

� ACF Delivery Options

� *Option 1- Core2Content Package

• Minimum fee - $30,000 + GST

• Covers x-section of ACF process• Package Business Plan & Strategy

� *Option 2 - Context2Content Package

• Minimum fee - $7,500 + GST

• Any single module of ACF

*Note: Excludes Sales Execution & Opportunity Management

Pro

vid

ed b

y

C

eyd

a T

echnolo

gie

s


Engagement Process

� ACF Delivery Options cont..

� Option 3 – Content2Customer

• Initial Business Development

• Minimum 3 month contract

• P.O.A.

� Option 4 - Context2Customer

• Sale Execution / Opportunity Management

• Minimum 12 month contract

• P.O.A.

Pro

vid

ed b

y

T

echnolo

gie

s2

Mark

et.

com


Summary of Accelerated Commercialisation Framework

TM

MARKETINGPLANNING

1

PRODUCTSTRATEGY

PRECOMMERCIALISATION

STRATEGICMARKETING

SALES &MARKETINGSTRATEGY

11 2 2


SALESEXECUTION

1 1

33

3 3

2 FACILITATION & DEVELOPMENT

1 PROCESS & OUTCOME

3 KNOWLEDGE & LEARNING

Our Capabilities


Who is Ceyda Technologies?

� [Niche Consulting Company]

� [Founded September 2006]

� [Specialists in IT & T Industry]

� [Over 50 years of commercial & management experience]

� Market & Business Development� Sales & Marketing Training� Business Advisory & Consulting� Commercialisation

� [Clients:]

� Global & Local Technology Vendors� Academic Institutions� Start Ups & Venture Companies


Benefits of working with us?

� Consistent Approach

� Specialised Framework and Methodologies

� [Access to high value skills and expertise]

� Project or opportunity based

� [Tactical or Strategic Engagements]

� Flexible delivery model

� [Limited additional overheads]

� Contract for outcomes

� [Low risk engagement models]

� Accelerate returns for initiatives


Contact information

� David Sinclair

� Founder & Director

� [email protected]

� +61 412 227 895

� http://www.ceyda.com.au

THANK YOU

Ceyda Acf Framework Web

Business

Transcript of Ceyda Acf Framework Web