Path To Market M4

[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Go to Market

[object Object],[object Object],What’s Your Path to Market Map this out and it will reveal players in the value chain All industry sectors have a rhythm

Routes Relationships for Commercialisation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Articulating this path to market gives investors a look at potential opportunities of your idea

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Your Plan of Attack

PORTABILITY PROCESSING CAPABILITY Workstations Desktops Notebooks Handhelds PDA’s Smartphone's Predicted Growth Of the Smartphone Category Circa 2005 Recap on Category & Segments Example possible growth area Wendy Kennedy “So What Who Cares Why You”

Definers Context Compatibility Descriptors Segment Definers Commuter trains Commute time QTY travellers Demography % business travellers Context How will the customer Use the product/service E ticketing Train status monitoring Passenger internet access Descriptors Government funded Reduce operational costs Revenue generating services to Passengers on board Buying group Rail commissioners Rail engineers Procurement specialist Compatibility With existing platforms Propriety rail legacy systems Rail certification safety in all Area’s

Definitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Raw Materials Transport Processing Forming Assembly Distribution Sales Service What’s your value chain? What are the margins in each link? Where are your competitive strengths? Where is your strategic intent? Value Chain G.Royce 2007

Adapted from Michael Porter, Competitive Advantage , Free Press, New York, 1985, p. 46 Another Example of a Generic Value Chain This could be looked at as and Ecosystem Inbound Logistics Operations Outbound Logistics Marketing & Sales Service FIRM INFRASTRUCTURE TECHNOLOGY DEVELOPMENT HUMAN RESOURCE MANAGEMENT PROCUREMENT Margin

[object Object],[object Object],[object Object],[object Object],[object Object],Investors & Your Plan of Attack Adoption Curve with your phases of your path to market Worksheet 5(A) Everett M Rogers 1962

[object Object],[object Object]

[object Object],The Route A Channel is A route taken by a product as it moves from manufacturer to end user A Channel Map Helps you see who is involved

[object Object],A Channel Map Hosted Software Provider Enterprise Customers Small/Medium Sized Businesses Small/Medium Sized Businesses Enterprise Integrators Large Account Resellers Value Added Resellers Resellers Distribution Direct Sales Wendy Kennedy “So What Who Cares Why You”

Phases of Your Path to Market #2 #3 #1 Category Leadership Segment Attack Plan Lead Customer (Early Adopters) Name Each Target Segment Wendy Kennedy “So What Who Cares Why You”

Your Plan of Attack Lead Customer (Early Adopters) Segment Attack Plan Category Leadership Timing Timing Timing 5. 4. Measure of Success Measure of Success Measure of Success 3. 2. 1. Major Initiatives Major Initiatives Major Initiatives Top Five Customer Targets

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Thrusts

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Relationships

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Relationships Map Out Relationships

[object Object],Worksheet 5(B) Access Point Cisco Cellular Wireless Satellite Bell Antenna Raysat Component Devices PDA - Centrino Mobile Equipment Cisco Equipment Integrators IBM Carriers Vodafone O2 – BT - Orange Mobile WISP O2 Vodaphone WISP O2 - BT Eircom Service Provider Workplace Operator UPS, Police Local Government Mobile Operator ? Facility Operator Starbucks Hilton Operator Mobile Workplace Emergency - Fleet Coach Mobile Hotspots Rail - Bus Car Public Hotspots Coffee Shops - Hotels Airports – Railway Etc Location Provider Specific Type of Business and Company Name Value Chain

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A Channel Map Checklist Worksheet 5(C)

Some Lessons on Channel Building Lesson1 ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lesson 2

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lesson 3

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lesson 4

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lesson 5

[object Object],[object Object],[object Object],[object Object],Where’s the Money Profit?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Where’s the Money

[object Object],[object Object],[object Object],Business Model

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Business Model continued The business plan must show the financial opportunity and payback scenario

Value Proposition A Value Proposition Diagram 1B AMCS Ltd The Offering Key Value Features Values What is offered Market Description Competitors Domain Customers To who Selling Points Business Model Pricing How it makes money

[object Object],Business Model continued Types of model Bait to hook model VOIP Free but selling premium services Flea market model for online community multiple small charges Content Portal Information in one spot – advertising fees

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Defining your business model

[object Object],How will you make money Auction Fee from bringing buyers and sellers together Bait & Hook Something for free build customer base sell other products Bricks and Clicks Off & On value added services airlines car hire Content Portal Advertising fees - bring information together charge a fee for use Licensing Charge per user etc software Loyalty Rewards programme commitment to vendor products Subscription Rent out period of time

General business models ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Building your business model

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Give your business model backbone

Data points for building your financial forecast ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Your Customer ,[object Object],[object Object],[object Object],[object Object],The segment ,[object Object],[object Object],[object Object],[object Object],The Market Tips & data Sources Data Points Topic

[object Object],[object Object],[object Object],[object Object],People ,[object Object],[object Object],[object Object],Operations, Sales, General & Administrative (SG&A) Expenses ,[object Object],[object Object],[object Object],Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Price & Cost ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Product Tips & data Sources Data Points for building financial forecasts Topic

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Questions a model for licensing should answer

[object Object],[object Object],[object Object],Support Resources ,[object Object],[object Object],R&D investment ,[object Object],[object Object],[object Object],Costs ,[object Object],Revenue potential ,[object Object],[object Object],[object Object],Path to market ,[object Object],[object Object],[object Object],[object Object],[object Object],Product line fit ,[object Object],[object Object],IP ,[object Object],[object Object],[object Object],Customer Segment Licensing Data Points Topic

[object Object],[object Object],[object Object],[object Object],[object Object],Test drive your business model

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Some Back Pocket Metrics

[object Object],[object Object],Your turn

Path To Market M4

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