#RamenCamp

Seth Lieberman E: slieberman@pangeamedia.comW: 617-923-0000 x111C: 617-504-9006T: @sethwlieberman

know your market | know yourself

Move Up the Food Chain

Ramen Camp Fresh Veggies Camp Steak Camp

Don’t Re-Invent The Wheel

• The messaging is easier• The sale is easier• Capital is easier• Avoid experimental marketing budgets

Rule #1 Go Where the Money Is

• Defined markets

• Growth markets

• Markets where you can be disruptive

• Markets where you can solve real pain/problems

• Markets you think you can win

• Big Markets

Rule #2: Do Not Force It

Signs You are Forcing It

• Prospects stall on he 2 yrd line

• Prospects do not really understand your value prop

• Prospects do not call you back (ever)

• Prospects say they don’t have the budget (always)

• Customers don’t renew

• Customers call constantly

• Everyone or no one is your competition

• Everyone loves the idea, no one pays

Rule #3 Picking Your Market & Focus

Avoid False Positives / Negatives

Rule #4 Customer Interviews

• Why– What problem where you looking to solve– How did our solution help you solve it– What does our product do that you can’t live without

• What– What is the customer buying/paying for– What are their stated goals for their use of the product– Are they meeting these goals- why or why not– How are their results- are they happy with what they are getting

• How/Where– How did you find us– What other services did you evaluate– What were the key differentiators that made you pick us

• Open Feedback

Tools for Success

• Salesforce.com (Organizational)• Jigsaw

(Informational)• Rapportive

(Informational)• LinkedIn

(Informational / Social)• Twitter (Social)• Referrals (Social)• Phone

(Communication)• Car/Plane/Train

(Communication)• Glenngary Glenn Ross (Motivational)

Land of Chocolate• Team• Market Selection (Hypothesis)• Product• Tools• Measurement

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Seth Lieberman E: slieberman@pangeamedia.comW: 617-923-0000 x111C: 617-504-9006T: @sethwlieberman