3. Which Company Better?
Type A
Type B
After 50-100 years
Valuation : 100s B USD
Profit Margin : 3%
Asset : 100s B USD
CAGR : 10%
Headcount : 10ks
After 5-10 years
Valuation: 100s B USD
Profit Margin : 20%
Asset : 10s B USD
CAGR : 30%
Headcount : 1000s
Type C
After 2-3 years
Revenue : small
Profit Margin : zero
Asset : small
CAGR : 100%
Headcount : 10s
5. Wrong Process
Product
Is this valid? True?
Technology
Wrong feature,
technology?
Hire Engineer
Marketing
Untargeted budget Hire Marketing
Wrong communication
Business
Hire C-Level
Management
Management distrust,
Demotivation?
Design & define
Technology
Architecture
Develop
Create Marketing Launch
Event
Plan & Budget
Direct Vision
Public
Communication
Testing
PR
6. The Problem…
Invalid Product
Concept
•Bad customer
acceptance
•Bad customer
experience
Wrong feature
or technology
•Unclear
requirements
•Frustrated
engineers
High budget and
untargeted
marketing
activity
You don’t know if you
are wrong until you
are out of money
•marketing vs
engineers dillema
•Office politics
Management
wrong direction
• Create
distrust
• Demotivation
7. Many businesses fail because lack of
customers not product development or
marketing program failure
9. Result…
Valid Product
Concept
•Very good customer
acceptance
•Good customer
experience
•Getting Traction, WOM
Right feature or
technology
Checkpoint
•More user and clearer
requirements
•Happy engineers, tell
to others talents
Low budget and
targeted
marketing
activity
Always create success (KPI) checkpoint
Focus on customer, not money
Strong testing and discovery culture
Prudent investment & budgeting
Checkpoint
•Happy marketers
•Only guiding the brand,
no frustating sales
target
Management
right and strong
direction
Checkpoint
Checkpoint
•Trust – good PR
•High motivated
leaders -> team
READY TO
GROW MORE!
11. Marketing should be pull first
PUSH
- A little effort
- Huge money
- Salt the sea effect, always need to
be push
- Huge team, hard to manage
PULL
- High effort at the first time
- Small money
- Snowball effect, you don’t need
effort when the ball is rolling
- Small team, but sharp, focus
12. Discovery : out of building!
• Meet a lot of customers or any people, get
feedbacks from them
13. Discovery : Build MVP (Minimum Viable Product)
• MVP : Get as many as feedbacks from
customer or people
• Avoid building things no body wants
16. HijUp Case
Offer Media
Placement in
Magazine
Rejected by designers
Because of obsolete
Not in their market
Offer Media
Placement in
Website
Rejected by designers
Because they need fast
Movement of their product
Offer
Ecommerce
service
This is what they want! :D
- Simple scheme
- They need a web
- Huge demand
17. Customer Discovery Checklist
• You’ve identified a problem a customer want
to solved
• Your product solves the customer’s problem
• You believe you have viable and profitable
business model
• You feel you have learned enough
18. Validation : Build repeatable model
• Some business fail because of just trend or
hype, not repeatable & sustainable model
Build something that still exist in next tens of years
19. Validation : Find Positioning
How to stand out in the middle of crowd…
23. Did you know?
• STARBUCKS is not in the coffee business
• NIKE is not in the shoes business
• GARUDA INDONESIA is not in the airline
business
• SEVEN ELEVEN is not in the retail business
24. Creation : Build Competitive Edge
• Move as fast as possible
• Combine “complex factors” : build multi
competitive advantage
25. Network Effect
• Some example of
companies build by
network effects
– Facebook
– Ebay
– Paypal
– Telkomsel
– Google
– Microsoft Windows