New product has a high failure rate from market risk. Connect product & market validation with customer centric go-to-market elements. { what | who | how }

1. Using go-to-market
to connect
new products and markets
in a lean startup

2. A GtM typically defines how
an organisation will deliver
its awesome product
proposition to a specific
market.
what is go-to-market ?

3. A GtM typically defines how
an organisation will deliver
its awesome product
proposition to a specific
market.
it's never too early to think
about sales engagement
process.
what is go-to-market ?

4. A GtM typically defines how
an organisation will deliver
its awesome product
proposition to a specific
market.
in a lean startup it is
iterative, just like product.
evolve through validated
learning as new sh1t comes
to light.
what is go-to-market ?

5. A GtM typically defines how
an organisation will deliver
its awesome product
proposition to a specific
market.
what is go-to-market ?
start with product capability
to find high propensity markets.
start with market need
to create high propensity product.

6. A GtM typically defines how
an organisation will deliver
its awesome product
proposition to a specific
market.
start with product capability
to find high propensity markets.
start with market need
to create high propensity product.
what is go-to-market ?

7. A GtM typically defines how an
organisation will deliver its
awesome product proposition
to a specific market.
who - target people in market
what - value proposition
how - engagement channels
what is go-to-market ?

8. A GtM typically defines how
an organisation will deliver its
awesome product proposition
to a specific market.
who - target people in market
what - value proposition
how - engagement channels
what is go-to-market ?

9. what – value proposition
what can you do for me ?
the needs we meet, problems we fix
(pain) or new capability enabled
(gain).

10. what – value proposition
what can you do for me ?
the needs we meet, problems we fix
(pain) or new capability enabled
(gain).
why should I care ?
the benefits and our usp for existing
market differentiation (better, faster,
cheaper) or our mission and vision to
frame a new market.

11. what – value proposition
what can you do for me ?
the needs we meet, problems we fix
(pain) or new capability enabled
(gain).
why should I care ?
the benefits and our usp for existing
market differentiation (better, faster,
cheaper) or our mission and vision to
frame a new market.
why should I believe you ?
reference stories, testimonials and our
credibility that create an emotional
connection.

12. market segment type
new market - vision that frames the
pains and gains of your solution.
existing market - competitive
differentiation.
market segment maturity
early adopters who understand the
problem, need a vision to buy.
mainstream market needs benefits
and references for assurance.
who - target market

13. buying persona
people, not faceless companies or
industries benefit from solutions to
their specific problems.
identify the high propensity
beneficiary of your proposition who
suffers the pain, seeks gain.
the beneficiary, user, buyer can be
different in large organisations.
who - target market

14. b2b company profile
size of business affects buying
process, complexity and effort.
size of business affects deal size.
industry solutions help focus and
target.
who - target market

15. engagement lead
market engagement lead by
sales or marketing based on
value * complexity.
marketing + transactional sale
to
relationship + consultative sale
how - engagement

16. channel or partner
direct to end customer
sell with value-add partner
sell to value-add partner (creates
whole product)
sell through distribution channel
how - engagement

18. Hans Baumhardt
originally published on http://www.hjbconsulting.uk/blog/using-go-to-market-to-connect-new-products-and-markets/
tech startup founder | investor | advisor
hans.baumhardt@hjbconsulting.uk
read more at blog.hansbaumhardt.com