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in2lex 2011: traction and exit (the end of the beginning)

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Traction & Exit…The End of the Beginning In2Lex Startup Advantage Conference 4/18/11 Robert Pease, VP Marketing @Gist -> Marketing at Research In Motion @ReplyToAll

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Presentation at In2Lex conference in Lexington, KY 4/18/2011

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Page 1: In2Lex 2011: Traction and Exit (The End of the Beginning)

Traction & Exit…The End of the Beginning

In2Lex Startup Advantage Conference4/18/11

Robert Pease, VP Marketing @Gist -> Marketing at Research In Motion

@ReplyToAll

Page 2: In2Lex 2011: Traction and Exit (The End of the Beginning)

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

Page 3: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Plan vs. Reality

Robert Pease/@ReplyToAll

Page 4: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

2x.5 – Twice as long, half as much

User growth plans – forecast vs. actual

Robert Pease/@ReplyToAll

Page 5: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Mitigate technology AND market risk

Robert Pease/@ReplyToAll

Page 6: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Know your target customer….by name

Robert Pease/@ReplyToAll

Page 7: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Rev the Engine

Robert Pease/@ReplyToAll

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”

Page 8: In2Lex 2011: Traction and Exit (The End of the Beginning)

#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

http://www.youtube.com/watch?v=nXG7zYWKHGU
http://www.youtube.com/watch?v=nXG7zYWKHGU
Page 9: In2Lex 2011: Traction and Exit (The End of the Beginning)

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

Robert Pease/@ReplyToAll

Page 10: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Use partner’s product roadmap to qualify the opportunity…

0 – 12 months•Build or license•Qualify quickly

18 months + •“Important”•Lots o’ meetings

Robert Pease/@ReplyToAll

12– 18 months•Strategic interest•Opportunity

…and to make sure you are talking to the right people (product).

Page 11: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Let’s make a deal…

Robert Pease/@ReplyToAll

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.

Page 12: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Closing!Celebrate your success…

…but don’t forget about retention, integration, alignment and many, many other things.

Robert Pease/@ReplyToAll

Page 13: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

A whole new world…

Robert Pease/@ReplyToAll

WHO

ARE

YOU?

Page 14: In2Lex 2011: Traction and Exit (The End of the Beginning)

#suadv

Your questions?

Robert Pease, VP Marketing @Gist -> Marketing at Research In Motion

[email protected]@ReplyToAll

Slides available: slideshare.net/robertcpease

mailto:[email protected]
http://www.slideshare.net/robertcpease
http://www.slideshare.net/robertcpease

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