Presentación Roger Yee Marketing and Sales
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Transcript of Presentación Roger Yee Marketing and Sales
7/29/2019 Presentación Roger Yee Marketing and Sales
http://slidepdf.com/reader/full/presentacion-roger-yee-marketing-and-sales 1/13
Marketing & Sales
The Founder Institute
Roger Yee
Barcelona – Feb 19 2013
7/29/2019 Presentación Roger Yee Marketing and Sales
http://slidepdf.com/reader/full/presentacion-roger-yee-marketing-and-sales 2/13
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?
7/29/2019 Presentación Roger Yee Marketing and Sales
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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:[email protected]
www.linkedin.com/in/rogeryee
rogery33