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MARKETING vs marketing VAL. www.consulttus.com. Big-M vs small-m marketing. What is marketing to you? What is marketing to your investors? What is “Big M” marketing? What is “small m” marketing? Which one will get you the money? Which one drives profitable growth?
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MARKETING vs marketing VAL www.consulttus.com
Big-M vs small-m marketing • What is marketing to you? • What is marketing to your investors? • What is “Big M” marketing? • What is “small m” marketing? • Which one will get you the money? • Which one drives profitable growth? • Which one provides value to investors? T H E C O N S U L T T U S G R O U P , I N C .
Market Viability Validation • Who is going to buy your product/service? • What price will they pay for it, what isprofit? • Which channels move it to market fastest? • How long is the sales cycle, when profitable? • How many will you sell in the first year? • What is the expected product life cycle? • Who are competitors / what are their positions? • How do you know all of the above? T H E C O N S U L T T U S G R O U P , I N C .
What is the relationship between Big M, small m and sales and which one drives revenue and profit? T H E C O N S U L T T U S G R O U P , I N C .
After the Internet Boom • During internet frenzy little market viability validation was needed to get VC $$$ • “Marketing” in biz plans was “small m” • Lots of tactical promotion of un-validated products in un-validated markets • Slow market ramp up drew more VC $$$ • Not today – need air-tight market viability validation just to get VC interest T H E C O N S U L T T U S G R O U P , I N C .
Examples of Local Duds • I had personal experience with each • All attracted major funding • Non had Big M market viability validation • Non are around today • Transducers with mounted digital displays • Digital traffic signals with concealed cameras • Wholesale building materials T H E C O N S U L T T U S G R O U P , I N C .
Big M Marketing Rules • You will get out of it what you put into it • Focus on market viability validation in your biz plan • Have broad customer testimony for your product • Include channel partner endorsements • Know market position precisely • Have a clear value proposition for sustained growth • Minimize small m “marketing” in biz plan • Don’t ask for funds to promote un-validated markets • Don’t come to the VC table with products in search of markets • Don’t expect VCs to “get it” when you have not provided crystal clear market viability validation
Thank you www.consulttus.com THE CONSULTTUS GROUP, INC. An InteloQuence Partner 3712 Arapaho Road / Addison, Texas 75001 T 214.291.5637 / F 214.291.5542 firstname.lastname@example.org