How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs
1. Adam Moalla
Founder & Managing Director
adam@moalla-ventures.com
Go-To-Market Strategy
For First-time Entrepreneurs and Startup Founders
2. ABOUT ME
Today
ü Founder & MD at Moalla Ventures
ü Simply Tasks
ü Lableb NLP Solutions
ü Teambay
ü HMP.Zone
ü Startups Mentoring
ü Startups Investment
Previously
ü Head of International Product at Bonial Group
ü Founder & CEO of teambay GmbH
Adam Moalla
Founder & Managing Director
adam@moalla-ventures.com
10. Adam Ahmad Moalla - @amdmala
Managing Director - Teambay UG
StartThe
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ission
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orking
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ent
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Legal,set,Go!
1 2 3 4 5 6 7 8 9
The difference between YOU and your BIGGEST competitor is a team.
The Founder Institute Berlin
18 September, 2014
How To
Build A
Founding
Team
adam@moalla-ventures.com
(Not our topic today)
15. ü Signups / Demos
ü Length of Sales Cycle
ü New paying customers
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Paying Customers Growth
ü Churn rate overtime
ü CLTV, CAC, & CAC Recovery
ü Number of people with this problem
ü Viability of a fitting solution
ü USP
ü Number of problems your product
could solve
ü Users rating of your solution
ü For your solution:
ü Engagement rate
ü Value per user
Problem/Solution KPIs
Think about your idea as a BUSINESS and list all
the KPIs you could think of!!
Business Model KPIs
adam@moalla-ventures.com
17. MARKET ANALYSIS
Define Your
Market
Identify Key
Players
Identify
Competition
Identify
Direct
Competition
How big? What
characteristics?
Who is
dominating?
What’s their
story?
How do they
address the
market?
Where/how can
you be different?
adam@moalla-ventures.com
19. MARKET ANALYSIS
Market Size Research
Sample tools: Statista, Facebook Audience, Google Trends
adam@moalla-ventures.com
20. Reflect how would competition perform on your
KPIs
ü Signups / Demos
ü Length of Sales Cycle
ü New paying customers
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Paying Customers Growth
ü Churn rate overtime
ü CLTV, CAC, & CAC Recovery
ü Number of people with this problem
ü Viability of a fitting the solution
ü USP
ü Number of problems your product
could solve
ü Users rating of your solution
ü For your solution:
ü Engagement rate
ü Price per user
Problem/Solution KPIs Business Model KPIs
MARKET ANALYSIS
adam@moalla-ventures.com
21. Average Competitor Company Is:
281,800
Installs On Android
2,8
Languages
42,9
Employees
4434
Visits/m
Search Organic Traffic
233
Visits/m
Search Paid Traffic
14235
Social Followers
(Top10: 528000) (Top10: 3,8)
(Top10: 35411)
5,68 y
Average Age
(Top10: 60) (Top10: 5,5)
(Top10: 10696) (Top10: 419)
1518
Back Links
(Top10: 2208)
Direct Competition Analysis Example
105
Competitors – Top 10
173
159
150
135
134
132
130
115
115
112
Also in :
87
54
37
105
adam@moalla-ventures.com
(Tell Background Story)
This is pretty advanced. But just to give you an idea how far can you go.
This can be done especially for new markets where public data is not available.
MARKET ANALYSIS
22. You Want To Strip Your Competitors To A Level
Where You Are Capable To Decide How Do You
Want To Be DIFFERENT
Sometimes, this means hours and hours of
analyzing the market…
adam@moalla-ventures.com
MARKET ANALYSIS
25. TARGET CUSTOMERS
Think about a
segment
group
Who of this
segmentation
might buy
your service?
How many
people are in
this segment?
How easy it is
to get their
contact info
(CAC)
Compare
based on your
business
model to
decide on a
target
adam@moalla-ventures.com
26. MARKET SEGMENTATION
Compare based on metrics related to your
business model
Example Target Customers Analysis.
Segmentation for a premium corporate wellness brand.
adam@moalla-ventures.com
27. Think People NOT Industries!
adam@moalla-ventures.com
MARKET SEGMENTATION
28. Your Target Segment Will Define Your Sales
Materials, Story, Landing Pages… etc
Example:
adam@moalla-ventures.com
MARKET SEGMENTATION
A Billing Software That Works For Clinics But Also Law Firms
We Mastered Invoicing, To Save
Every Doctor That 15Minutes Extra
Every Day – Signup Today
We Mastered Invoicing, Quietly and
Professionally, like how it should
be.
Your Most Accurate And Private
Billing System. Signup Today.
Message For Clinics Message For Law Firms
30. MARKETING CHANNELS
Where do your
target
customers
hang-out?
What channels
are used by
your
competitors?
What are your
financial
projections?
Online and offline Outbound or
inbound?
What else can we
use that is not
spoiled by
competitors?
Which channels
can be used?
adam@moalla-ventures.com
35. A Sample Cold Emailing Results
I don’t recommend cold emailing. But It might be a fast way to kick-off your pipeline.
adam@moalla-ventures.com
MARKETING CHANNELS
36. New Trends: Influencers Marketing Costs –
Example Instagram
Source: Aspire adam@moalla-ventures.com
MARKETING CHANNELS
40. Talk IN PERSON to as many prospects as you
can!
MVSP
adam@moalla-ventures.com
41. Your Discovery Call IS NOT a Product Pitch!
HEAR and learn about the prospect
situation and pitch your value while aiming for
an appointment
MVSP
adam@moalla-ventures.com
42. Reflect on your business KPIs after each meeting!
ü Signups / Demos
ü Length of Sales Cycle
ü New paying customers
ü MRR Development
ü MRR Growth Rate
ü ARPU Development
ü Paying Customers Growth
ü Churn rate overtime
ü CLTV, CAC, & CAC Recovery
ü Number of people with this problem
ü Viability of a fitting solution
ü USP
ü Number of problems your product
could solve
ü Users rating of your solution
ü For your solution:
ü Engagement rate
ü Price per user
Are your assumptions still healthy in your opinion? What can be
adapted?
MVSP
adam@moalla-ventures.com
43. Develop a Sales Funnel with Initial Sales Metrics
MVSP
adam@moalla-ventures.com
47. MARKETING ACTIVITIES
OUTBOUNDINBOUND
Steady growth
Adjustable investment
Builds knowledge
Builds experience
Exponential growth
Long-term investment
Requires knowledge
Requires experience
We Go To MarketThe Market Come To Us
adam@moalla-ventures.com
48. MARKETING ACTIVITIES
Cold Emails
Cold Calling
Conferences
Letters & Brochures
Social Media Messages
Partnerships
Advertisement
…
SEM (content)
SMM
PR
Public Speaking
Referrals
Influencers Marketing
…
We Go To MarketThe Market Come To Us
adam@moalla-ventures.com
49. Define what to start & when
I like to start with outbound to build knowledge,
then slowly investing in inbound while learning
and optimizing.
MARKETING ACTIVITIES
adam@moalla-ventures.com
53. OPTIMISE AND REPEAT
My favorite tools to start with:
ü Google Analytics
ü Google Tag Manager
ü Hubspot
ü Facebook analytics !!!
adam@moalla-ventures.com
54. Visit my blog: amoalla.com for the detailed analysis adam@moalla-ventures.com
And there are waaaaaay more…
56. Mix Your Sales-Sequence Between
Channels
OPTIMISE AND REPEAT
adam@moalla-ventures.com
ü Day1 Linkedin request with message
ü Day3 Email
ü Day5 Phone call
ü Day7 Email2
ü Day9 Linkedin message 2 (or maybe a tweet!)
ü Day11 Email3…
…..
57. Don’t be afraid of testing alternative channels!
Where your competitors are NOT hanging-out, is
your best marketing channel.
It could be Snapchat or a letter via post!
OPTIMISE AND REPEAT
adam@moalla-ventures.com