My talk on the keys to doing better business development delivered to the Music Business Association's Music Startup Academy in Denver on October 8, 2015

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BETTER BIZ DEV
SHAWN YEAGER, BACK PORCH GROUP
MUSIC STARTUP ACADEMY – DENVER, OCTOBER 8, 2015

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HOUSEKEEPING
#BIZDEVMSA
@SHAWNYEAGER
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“BUSINESS DEVELOPMENT IS CREATING THE
TEMPLATE FOR A TRANSACTION. SALES IS
APPLYING THE TEMPLATE OVER AND OVER.”
—PARAPHRASING A SETH GODIN QUOTE I CAN NO LONGER FIND

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“BUSINESS DEVELOPMENT IS THE CREATION OF
LONG-TERM VALUE FOR AN ORGANIZATION
FROM CUSTOMERS, MARKETS, AND
RELATIONSHIPS.”
—SCOTT POLLACK

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THE GOOD NEWS
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THE BAD NEWS
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“LEAN STARTUP ISN'T ABOUT BEING CHEAP
[BUT IS ABOUT] BEING LESS WASTEFUL AND
STILL DOING THINGS THAT ARE BIG.”
–ERIC RIES

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WHAT LEADS TO WASTE?
BOILING THE OCEAN – BUILDING TOO MUCH TOO SOON
REQUIRING UNREALISTIC CHANGES IN USER BEHAVIOR
REQUIRING UNREALISTIC CHANGES IN RIGHTS HOLDERS' BUSINESS MODELS
LETTING ONE BIG CUSTOMER/PARTNER DRIVE PRODUCT
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BETTER BIZ DEV =
RIGOROUS CUSTOMER DEVELOPMENT +
A WELL-DESIGNED BUSINESS MODEL +
CLARITY OF PURPOSE
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CUSTOMER DEVELOPMENT ≠
PRODUCT DEVELOPMENT

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YOUR (FUTURE)
CUSTOMERS KNOW BEST.

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CLARITY OF PURPOSE
WHYARE YOU DOING THE DEAL?
WHAT DOES SUCCESS LOOK LIKE?
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A FEW THINGS I’VE LEARNED
ENTER WITH TWO OUTCOMES IN MIND: THE BIG WIN AND THE LEASTYOU’LLACCEPT.
ANSWER THE QUESTION HOW LONG IS TOO LONG?
LITTLE COMPANY/BIG COMPANY POWER DYNAMICS CAN’T BE IGNORED, BUTTHEY DON’T MEAN
YOU’RE POWERLESS.
UNCOVER AND VALIDATE DEAL-BREAKERS AS EARLYAS POSSIBLE.
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A FEW THINGS I’VE LEARNED
‘YES,AND…’ IS OFTEN MORE EFFECTIVE THAN 'NO.’
WHEN YOU MUST CONCEDE A POINT,ASK FOR SOMETHING IN RETURN.
IT’S NEVER JUST BUSINESS. PEOPLE NEGOTIATE, NOT COMPANIES.
SURPRISES ARE THE ENEMY.
THE DEAL’S NOT DONE UNTILYOU’RE HOLDING (E-)INK ON PAPER.
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RESOURCES
MARKET-BY-NUMBERS.COM/CUSTOMER-DEVELOPMENT/
LEANSTACK.COM/CUSTOMER-DEVELOPMENT-GETTING-STARTED/
BUSINESS MODEL GENERATION
LEAN STARTUP
RUNNING LEAN
THE MOM TEST
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Q&A
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@SHAWNYEAGER
SHAWN@BACKPORCHGROUP.COM
BACKPORCHGROUP.COM