Business for engineers part 1: Customers and sales
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Transcript of Business for engineers part 1: Customers and sales
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ABOUT THE WORKSHOPS
ShortNo-nonsense
Customers
Value propositionProduct design
MVPCompany values
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A typical R&D engineer question
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SALES DEPARTMENT
Y U NO SELL MORE NEW PRODUCTS?
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But it’s not really that simple..
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CUSTOMER NEED STAGES
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
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Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
![Page 9: Business for engineers part 1: Customers and sales](https://reader034.fdocuments.net/reader034/viewer/2022051817/547e3e69b37959582b8b5484/html5/thumbnails/9.jpg)
![Page 10: Business for engineers part 1: Customers and sales](https://reader034.fdocuments.net/reader034/viewer/2022051817/547e3e69b37959582b8b5484/html5/thumbnails/10.jpg)
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
![Page 11: Business for engineers part 1: Customers and sales](https://reader034.fdocuments.net/reader034/viewer/2022051817/547e3e69b37959582b8b5484/html5/thumbnails/11.jpg)
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Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
![Page 13: Business for engineers part 1: Customers and sales](https://reader034.fdocuments.net/reader034/viewer/2022051817/547e3e69b37959582b8b5484/html5/thumbnails/13.jpg)
![Page 14: Business for engineers part 1: Customers and sales](https://reader034.fdocuments.net/reader034/viewer/2022051817/547e3e69b37959582b8b5484/html5/thumbnails/14.jpg)
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
![Page 15: Business for engineers part 1: Customers and sales](https://reader034.fdocuments.net/reader034/viewer/2022051817/547e3e69b37959582b8b5484/html5/thumbnails/15.jpg)
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Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
![Page 17: Business for engineers part 1: Customers and sales](https://reader034.fdocuments.net/reader034/viewer/2022051817/547e3e69b37959582b8b5484/html5/thumbnails/17.jpg)
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Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
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SO.. WHAT DOES THAT MEAN?
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
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SALES CYCLE LENGTHShort
Long
Sales
cyc
le
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
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SERVICES VS PRODUCTSShort
Long
Sales
cyc
le
Professional services (CRM, infrastructure..)Established products (PCs, IP telephony..)
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
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YOUR SOLUTIONSShort
Long
Sales
cyc
le
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
Where on the spectrum
do they fall?
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(PRE)SALES ACTIVITIES
Educate the market*
Beat competition, send invoice
Present solution benefits
Marketing
Start selling
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
* note: does not work
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NOT EVERYONE WINSLow
High
Failu
re ra
te
Market testing
Absolute
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
Doesn't have a problem
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
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SO WHY TRY?Low
High
Reve
nue
pote
ntial
Cost+15% Lots of competition
Potential $1B business
Almost no competition
Is aware of having a problem
Has a problem
Been actively looking for a solution
Assembled a solution out
of parts
Has a budget
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ADDITIONAL COMPLICATIONA
B C
How conservative is your market?
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KEY CHALLENGES• Identify and adjust to customer/market stage • Different stages require different marketing and sales approaches • New product revenue is by definition much lower • Get market feedback as soon as possible • If the product succeeds, be prepared for a fast ramp-up
AirBnB Facebook iPhone
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BUSINESS FOR ENGINEERS
Jan Isakovic @iYan
1: Customers and sales 4: Value proposition
2: Product conception 5: Core competencies
3: Minimum Viable Product 6: Company values