I recommend a multi-phase approach to the customers:
Phase I: Testing the Waters – determining the WHY, WHAT, WHO and WHERE of the startup
In this phase we organize a workshop with the whole team involved in the development of the product/service (including developers, project managers, marketing etc). We will be testing the idea using the team’s own arguments from different angles in order to better understand the challenge that the product or service resolves, where the product/service fits in the market, what is the innovation factor, what is the market context etc.
Phase II: Deep Market Analysis
- Target Market Analytics – studies and competition
- Here we gather data about the target market, including studies, publications, whitepapers, financial data from competition, market insights and we get a first glimpse of what the competition does and where the product/service can make a breakthrough.
- We work here on a competition matrix in order to find out exactly what are the differentiators of the product/service vs the competition and how the competition might respond to the product/service launch
SWOT Matrix Build-up
Phase III: Economic Model & P&L Simulations
Here we start working on the business models and we develop early P&L simulations in order to validate the economic model of the product/service
Phase IV: Marketing Plan
This is a critical phase in this effort as here we define how the product or service will generate a strong business for the company.
- Business KPIs
Many companies make mistakes in defining the right business KPIs. KPIs derive from the company’s objectives. So business KPIs must be related to revenue, profitability, number of customers, customer retention, cost per customer acquisition, etc.
- Marketing Strategy – Agile Marketing Strategies
I’m always recommending an Agile Marketing approach here in order to enhance flexibility and speed in adjusting execution if results don’t meet expectations
- Marketing Tactics – Growth Hacking Approach
Growth Hacking tactics help companies test different activities and scale if results prove the theory behind the activities. We measure everything and we review the data post-mortem in order to check for issues.
- Budget & Timeline
Phase V: Pitching for investors
- Building the pitch deck
Building the pitch deck is one of the most difficult efforts for a startup to do. There is no silver bullet here, what matters the most is the story. What is your story, where customers are in the story and WHY investors should trust your story and invest in it. You cannot simply put EVERYTHING in a pitch so customers need to prioritize, simplify and deliver on a credible exciting story.
- Rehearse the pitch deck speech
Delivering the story is also a challenge for many companies. I can offer the service of delivering the pitch for the customers or help the customers learn how to deliver the pitch in a simple, credible and effective way. I have over 1000 presentations and pitches delivered.
Phase VI: Launch & Measure
- Agile Marketing Approach to Launch Campaign