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    TECHNOLOGICAL

    ENTREPRENEURSHIPGTM

    360PRESENTATION

    Guest Lecture @ Indira Institute of Management (MCA) Pune12 August 2013

    By:

    Ketharaman Swaminathan

    Founder CEO

    GTM360 Marketing Solutions

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    GTM360

    Contents

    Introduction

    Entrepreneurship Ecosystem

    Critical Success Factors

    Business Plan

    Business Plan Walkthrough

    References

    Q & A

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    GTM360

    Introduction

    B. Tech Chemical Engineering, IIT Bombay, 1985

    Masters in Marketing Management, Jamnalal Bajaj, 1991

    Over 20 years of work experience in IT industry in sales,

    marketing, delivery and general management roles across

    companies like Fujitsu / Zensar, Oracle / i-flex, Ramco and Wipro

    Quit Oracle in 2009 as Head of Global Business Development to

    start GTM360 Marketing Solutions GTM360 was founded on the belief that marketing can help

    technology companies catapult to the next level

    Company began business with services around positioning,

    messaging, content and campaigns

    It later expanded into web and mobile apps in sales and marketing

    Today, GTM360 is an example of technology entrepreneurship

    Exposed to technological entrepreneurship at IIT Bombay and

    mentor some companies founded in campus

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    GTM360

    IIT Bombay Technology Startups

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    PaxPlay

    Hungry Hamster

    Housing.co.inLazy 8 Mobile

    Games Sabjiwaala.com

    AbleBrain

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    The Entrepreneurship

    Ecosystem (1/2)

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    Entrepreneur CompanyServiceProvider

    Investor Mentor ?

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    The Entrepreneurship

    Ecosystem (2/2)

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    Entrepreneur CompanyServiceProvider

    Investor Mentor CUSTOMER

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    Critical Success Factors

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    Idea Funding Talent

    Tenacity Risk Timing

    Market Persuasion Orientation

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    My Top 3 CSFs

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    Idea Funding Talent

    Tenacity Risk Timing

    Market Persuasion Orientation

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    Tenacity

    Staying power

    A potential customer notices your message only after being

    exposed to it 7 times

    Single digit conversions are the norm, which means rejection

    from >90% of the market

    Example-1: Oracle almost filed for bankruptcy in 1991 Example-2: LinkedIn has taken 10 years to reach its current level

    of fame and fortune after almost being written off in 2007-2008

    Tips

    Dont walk alone

    Celebrate every success product feature, customer acquisition, site go live,new joinee, etc.

    Always have the business model on your radar

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    Timing

    Point of market entry

    Early mover advantage is rare

    Example-1: Google was the 99th search engine and entered the market

    in 1998 well after Alta Vista, Lycos and many other search engines

    Winner takes all is a trend restricted to network businesses (eBay,

    GroupOn, Credit Card Networks)

    Other types of businesses have room for scores of players

    Example-2: ERP (SAP, Oracle, PeopleSoft, Microsoft, Ramco)

    Example-3: Core Banking (FLEXCUBE, Temenos, Fidelity, Fiserv,

    Finacle, BANCS)

    Tips

    Track new trends constantly but dont always rush to launch Learn from the mistakes of early movers and do a better job than them in

    product, sales, marketing, support, talent and all facets of your business

    Trust your gut feeling

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    Orientation

    Whose problem are you solving?

    Example-1: Startup develops a consumer loan origination

    system. By automating the decisioning process, it

    accelerates loan approval. Delays in approvals are painful

    for the borrower but not for banks at whom this software is

    targeted

    Example-2: Startup charges fees to corporates for sourcingand supplying interns. Demand-supply situation is very

    highly skewed in favor of corporates, so they have no

    reason to pay for offering internships

    Tips Start from an outside-in perspective and work backwards

    Recognize inertia, change resistance, substitutes and competitiveofferings as realities of the market

    Consider pivoting if you are spending too much effort in educating the

    market or trying to change consumer behavior

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    Mumbai

    Pune

    When will

    you reach

    Mumbai?

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    My Favorite Three Quotes

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    Tenacity

    Timing

    Orientation

    It takes 10 years to become an

    overnight Hollywood celebrity.

    The early bird might catch theworm but its the late worm that

    escapes the early bird.

    When all you have is a hammer,the whole world looks like a nail.

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    GTM360

    Business Plan

    A business plan is a formal statement of a set of business goals, the

    reasons they are believed attainable, and the plan for reaching thosegoals. It may also contain background information about the organization

    or team attempting to reach those goals. Source: Wikipedia1

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    TABLE OF CONTENTS

    Name of your product / service / offering

    Pain / gain areas

    Target audience

    How does your offering solve the problem or create the gain?

    Monetization strategy: Who will pay, how much will they pay, pricing models,

    What will it cost you to develop, market and deliver the solution?

    Competition analysis: Who are your competitors, how do you differentiate

    yourselves, ? Market outlook: Size, growth rate,

    Sales: Volume, value,

    Cost of Sales

    Profit: Operating, gross, net,

    OwnApplications

    OnlineGreenGrocer

    CPQ

    Software

    UniversityLaundromat

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    Business Plan Walkthrough (1/2)

    Name of your product / service / offering

    EMAIL360 is a cloud-based website lead generation software2 that lets websitevisitors log leads from whichever page of a website they are currently

    browsing.

    Demo / Live

    www.gtm360.com/EMAIL360/index_email360.php /

    www.eInsurancePortal.com.

    Pain / gain areas

    Prospects and customers are frustrated by long forms3 and complexCAPTCHA codes4 found on the contact us pages of most websites. Their

    exasperation grows manifold when they are on a mobile device. As a result,

    over 60% of visitors bounce off websites without taking any action.

    Target audience

    Website owners and marketers whose marketing dollars go waste when visitor

    abandon their websites without sharing their contact information or taking any

    CTA.

    How does your offering solve the problem or create the gain?

    EMAIL360 enables 1-Click lead logging without page transition or complex

    CAPTCHAs, thereby driving more leads from the same traffic.

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    Business Plan Walkthrough (2/2)

    Monetization strategy: Who will pay, how much will they pay, pricing models,

    Website owners and marketers. Amount depends upon the value of leads, which in turn dependsupon the ticket size of their products / services. Generally, B2B leads are worth more than B2C

    ones. Under the BASIC pricing plan5 of EMAIL360, customers get 5 free leads so that they can

    test the quality of leads delivered by EMAIL360 compared to their existing online lead forms.

    Beyond that, they can sign up for PRO or PREMIUM plans.

    What will it cost you to develop, market and deliver the solution?

    Around 24 person-months of efforts of midrange IT resources.

    Competition analysis: Who are your competitors, how do you differentiate yourselves,?

    ContactMe, Kampyle are two similar products. But real competition comes from existing lead

    forms. EMAIL360 differentiates itself by delivering a superior UX and routing leads automatically.

    Market outlook: Size, growth rate,

    Market is huge since it includes all websites that collect visitor info, especially mobile web.

    Sales: Volume, value,

    Over 200 customers.

    Cost of Sales, Profit,

    Cost: Website hosting charges. Profit: High.

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    Closing Thoughts

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    Starting a company feels like you're jumping off a cliff and

    building an airplane on the way down

    - Derrick Fung @ Quora6

    It's very easy to form

    the team from college.

    Post 26-27 age,

    issues like marriage

    etc. will arrive andtaking risks won't be

    possible.

    - Rahul Yadav, CEO,

    Housing.co.in

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    References

    1. http://en.wikipedia.org/wiki/Business_plan

    2. http://www.gtm360.com/EMAIL360/index_email360.php

    3. http://gtm360.com/blog/wp-content/uploads/2012/10/AD-WSJ-02.png

    4. http://gtm360.com/blog/2012/08/25/if-you-must-use-a-long-form-at-least-pre-fill-

    as-much-of-it-as-you-can/

    5. http://www.gtm360.com/EMAIL360/pricing.php

    6. http://startuplife.quora.com/How-a-Business-is-Like-an-Airplane

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    GTM360

    Making IT marketablewww.gtm360.com

    Thank You!