saas products: around the world in 180 days : gtm
TRANSCRIPT
Prashant | CTO & Co-Founder
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‘State of the art’ Machine Learning and AI algorithms
on
vast number of Online, Offline & Social signals
to
provide ‘Out of the Box’ discovery mechanisms and insights@ scale
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First India Customer
Raised Seed Round
20+ Customers. Product Market Fit. Raised Series A FundingFirst International Customer. Dedicated Sales team for US.
Product-market fit in US.
120+ customers in US. Large enterprise accounts. Series B Funding
Co-founded UNBXD with PavanOctober 2011
March 2012
June 2012
UNBXD Journey
June 2014
December 2013
March 2015
2016
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- Get your idea in front of customer in fastest way possible- Try everything – cold calling, email, conferences, online
forums
What worked for us?- Digital marketplaces- Conferences & Tradeshows- Direct Marketing – Outbound Emails
First Ten(10) Customers
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Customer Churn – Good or Bad?
Understand your ideal customer for product.
Be prepared to churn customers who are not a right fit
Make customer your partner in building your product
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Defining Brand
Your DNA:- Business focus(UNBXD) or people focus- Technology(UNBXD) or services
Customer Segment:- SMBs: High volume & low margin- Enterprise: Premium & high margin (UNBXD)
Execution:- Deliver High Value- Great Customer Service
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Segment & Target
Build MVP (Minimal Viable Product) for MVS (Minimal Viable Segment)
Avoid Multiple Segments
Build Credibility.
Small segment in Large market sizeTarget a whitespace
MVP MVS
Target segment
Limited Resources, Must Focus
Define Product Position & Audience
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Product Market Fit
Unique Value Proposition Against Competition
How does customer evaluate the value of your product - Economic factor- Technology upgrade- Huge competitive advantage
Reduce barriers to Entry
Acquiring similar customers in the segment
X Paying Customers - $1M Run Rate with Reasonable Churn
Customers become your advocates
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Hiring your first sales Rep for overseas
For ARPA < $6K: self service – no sales reps
For ARPA up to $25K: inside sales reps (India)
For ARPA > $100K: Field sales reps (US)
Sales Rep –Cultural Fit. Great to hire from networkAt least 25% of ideal customers you want in the next 12
months For similar price pointExpected sales cycles. Value based selling not relationship
selling
Messaging
Unbxd is an AI based commerce discovery solution that connects Customer's digital experience with the right content and provide actionable insights.
Product Positioning & MessagingFor the Marketing and Merchandising team including the commerce P&L head
Who are manually managing product discovery & are limited to reach every single aspectOur approach offers automated product discovery with easy to use management tools
That uses Artificial Intelligence and Natural Language Processing to provide better shopper experience and deeper and actionable insights
Unlike a traditional or open source solution that provides limited information and poor shopper experience
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Audience Who is the Buyer:
Who is the User:
CEO/VP – Stronger Brand, Faster Growth
IT – Free up resources to higher values
Finance – Better economics
Business/ Mid-level Managers – Meet their KPIs, Goals
Developers – Self serve, Libraries & SDKs, Forums, Insights into system
Business Managers- Easy to use tools, Zero IT support
Executives – Performance indicators, Automated insights
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Customer Success
Compartmentalize entire lifecycle before beginning to scale
Customer Success should be product / technology expertsEvery activity should reinforce Value Proposition for customer
Stay consistent and don’t compromise the brand value.
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Scaling Sales & Marketing
Sales is science, focus on hiring the right sales people
Sales people react to how you incentivize them
Needs Capital – organic or funding
Invest in the marketing channel that is working but don’t stop experimenting
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Thank you