Go-To-Market Strategies

Jeff Greenberg

Saddleback College – Assistant Professor of Entrepreneurship

Tech Coast Works – Managing Director

Hiperwall – Founder & CEO

TechCoast

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TechCoast

Wor ks What is “Go-To-Market”?

How to use your technology

to establish and grow

a money making business

November 20, 215© 2015, Tech Coast Works

TechCoast

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TechCoast

Wor ks Introducing the Four “P”s

November 20, 215© 2015, Tech Coast Works

Product

Developed by Engineering

What is the Product or Service you offer to

one or more target market segments?

Place

Developed by Sales

What Intermediaries exist between you and

the individual buyers in your target market

segments?

Position

Developed by Marketing

How do you Describe your product or

service to appeal to your target market

segments?

Pricing

Developed by Finance

How do you Monetize your product or

service?

TechCoast

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TechCoast

Wor ks Product Strategy

November 20, 215© 2015, Tech Coast Works

Market

Requirements

Technology

Capabilities

Your Core

Competencies

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TechCoast

Wor ks Positioning

Who is it for

What problem does it solve

How is it different

Examples

The ultimate driving machine

The sniffling, sneezing, coughing, aching, fever, so you

can sleep medicine

Rich Corinthian leather

November 20, 215© 2015, Tech Coast Works

Perception

is Reality

TechCoast

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TechCoast

Wor ks Pricing

Commodity Products

Cost plus pricing

Limited profitability

Winning characteristics:

Highest volume

Proprietary cost reduction

Supply chain lockups

Differentiated Products

Price relative to competition

Consider supply & demand

Positioning is critical

November 20, 215© 2015, Tech Coast Works

$$$ $$$

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TechCoast

Wor ks Place: Channel Strategy

November 20, 215© 2015, Tech Coast Works

TechCoast

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TechCoast

Wor ks Channel Glossary

Direct Sales – You selling directly to the end user

Reseller – Sells your product to end user

Distributor – Sells your product to resellers

OEM – Sells your product as their product

Relabel your product as their brand

Use your product as a component of their product

Manufacturer’s Rep – Independent consultant that

helps you sell your products

November 20, 215© 2015, Tech Coast Works

TechCoast

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TechCoast

Wor ks Communication Strategy

November 20, 215© 2015, Tech Coast Works

Consultants

Special

Interest

Groups

TechCoast

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TechCoast

Wor ks Alignment

All four P’s must target

the same market segments

November 20, 215© 2015, Tech Coast Works

TechCoast

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TechCoast

Wor ks The Four “P”s - Summary

November 20, 215© 2015, Tech Coast Works

Product• Product definition

• How many SKUs

• Options

Place• OEM • Retail

• Licensing • Internet

• Distribution • Specialty

• Resellers • Mail Order

• Manufacturer’s Reps • Direct Mkt.

Position• Unique Selling Proposition

• Supporting Messaging Points

• Supporting Product Features

• Media Selection

PricingRelative Pricing Revenue Source

• Premium • Sales

• Mainstream • Lease

• Budget • Fee

• Advertising

Go-To-Market Strategies

Jeff Greenberg

Saddleback College – Assistant Professor of Entrepreneurship

Tech Coast Works – Managing Director

Hiperwall – Founder & CEO