jeff greenberg-lunch & learn november 20, 2015
TRANSCRIPT
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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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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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
$$$ $$$
TechCoast
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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
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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