in2lex 2011: traction and exit (the end of the beginning)
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Traction & Exit…The End of the Beginning
In2Lex Startup Advantage Conference4/18/11
Robert Pease, VP Marketing @Gist -> Marketing at Research In Motion
@ReplyToAll
Last Slide First
• Have a plan, make changing it painful, realize it will be wrong
• Master your funnel mechanics – get traction, scale follows
• Know your strategic landscape
• The deal is just the beginning (not the end)
#suadvRobert Pease/@ReplyToAll You can thank Zach Nelson CEO of Netsuite for this slide
#suadv
Plan vs. Reality
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#suadv
2x.5 – Twice as long, half as much
User growth plans – forecast vs. actual
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#suadv
Mitigate technology AND market risk
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#suadv
Know your target customer….by name
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#suadv
Rev the Engine
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Get Attention
Keep Attention
Get Paid
$
• Press & Influencer Coverage• Social Engagement• Sponsored Content• Paid Distribution• Events• Affiliates• Direct Outreach• Ads*• Pony Giveaway• Referrals
*See me later for a rant on ads
• Conversion rates (throughout)• Daily active users & week over
week % growth• Engage & promote • Make referrals easy
• Free to paid• “Choke points”
#suadv
Meet the man in the chair…
What was it you wanted to sell me?http://www.youtube.com/watch?v=nXG7zYWKHGU
Robert Pease/@ReplyToAll
Contacts Content Context
Source Search Inform Engage Report
“Lists”
•Inbox•CRM•.csv
“Who”
•Keywords•One off person search
“Profile”
•Consolidate personal/company information•Push to user in context
“Message”
•Email•Tweet•Comment•Call•Share public profile
“Log & Publish”
•Pipeline•Activity report•Stage of development•Show your work•Reference contact history
Strategic Landscape – (S)CRM
Aggregate
“Collect”
•Content sources•Across traditional & new•Across contact sources
#suadv
EXAMPLE
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#suadv
Use partner’s product roadmap to qualify the opportunity…
0 – 12 months•Build or license•Qualify quickly
18 months + •“Important”•Lots o’ meetings
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12– 18 months•Strategic interest•Opportunity
…and to make sure you are talking to the right people (product).
#suadv
Let’s make a deal…
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Keep customer & vendor agreements plain vanilla
Deals die at least once
Plan for it not to happen Keep your team focused.
Be as transparent as possible. It will (probably) leak
Do or do not. There is no try.*
*Yoda
It will take longer than you think.
Trust your lawyer or get a new one.
This is is not the end.
#suadv
Closing!Celebrate your success…
…but don’t forget about retention, integration, alignment and many, many other things.
Robert Pease/@ReplyToAll
#suadv
A whole new world…
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WHO
ARE
YOU?
#suadv
Your questions?
Robert Pease, VP Marketing @Gist -> Marketing at Research In Motion
robertcpease@gmail.com206.237.0397@ReplyToAll
Slides available: slideshare.net/robertcpease
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