Startup Ignition
David Newberry

“Startup Ignition”
is a book by David Newberry
It is a recipe for
GROWT

543,000 new businesses start up
every month in the USA!

… but how many make it?
70% survive 2 years
50% survive 5 years
Just 3% make it big

So how do you plan for
Success?
The
Opportunity
The Brand
Achieving
GROWTH
Stimulating
GROWTH
Accelerating
GROWTH
Sustaining
GROWTH

So how do you plan for
Success?
The
Opportunity
The Brand
Achieving
GROWTH
Stimulating
GROWTH
Accelerating
GROWTH
Sustaining
GROWTH
“In marketing I've seen only one
strategy that can't miss - and that is
to market to your best customers
first, your best prospects second
and the rest of the world last.”
John Romero
“Stories”

Market success cannot be
achieved with
Faster
Better
$$$$

Real breakthrough requires
differentiation in problem solving
and value delivery

Understand the problem

The WHY?
Define the problem or
need to be addressed
The HOW?
The WHAT?
Identify the differentiated
solution that is required
Confirm how value will
be delivered

Confirm the urgency of
the need

The AS IS
(Current status)
The TO BE
(Future status)
Potential
value
Potential value; how much is available
to be unlocked?

Problem
Growth
Response mode; what is the level of
pressure to respond?

… the bigger the discrepancy
… the more pressure to respond
… the more urgent
the need

Bring differentiation

Develop a
differentiated problem-
solving position that is
supported by your
product or service

not tactical needs
not lists
not requirements
not products
not activities
not words
not fact after fact
not feature based
Strategic values
Themes
Buyer’s problem
Solutions
Outcomes
Stories
Crisp messaging
Thought leadership

Establish market
leadership

“Market the Vision
Sell the Solution”

Paul Welch
“Be number
one, or number
two or get out.”

Success is predicated on
finding the smallest market
with highest potential
where you can quickly be
“perceived” as the leader

Maintain Focus

Customers demanding
new features
Don’t be distracted
Unqualified
prospects
Approaches for
partnerships
Meeting requests
where no urgency

FOCUSFocus
Focus
Focus
Focus
Focus
Focus

1. Understand the problem
2. Confirm the urgency of the need
3. Bring differentiation
4. Establish market leadership
5. Maintain Focus

..in the words of Mario Andretti
“If everything seems under
control, you’re just not going fast
enough”
… and remember

Thank You
Please download the free book here
Startup Ignition
It is also available in iBooks
David Newberry is the founder of Market-In360 and can be contacted at
david@market-in360.com