Meetup Presentation on Strategic Marketing through BDAS

CoE: @Innogress Stark Consulting Services Inc. Stark Consulting Services Inc.

Sumant Parimal Market Analyst & Ex-IDC

Partner,

Stark Consulting Services Inc.

Evolving Strategic Marketing Strategies,

Go-To-Market, Business Development

Plans for your Solutions/Products

CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress

Strategic Questions ??

� Do you have a Strategic View of your Business

� Do you have a firm Data Backed Strategy for your products/solutions

� Do you have firm definition and structure of your Market

� Do you have firm Market Size for your prod./sol.

� Do you have YoY visibility for your Market Opportunities & Challenges

� Do you know how much deep your prod./sol. lies into Red Ocean or

Blue Ocean

� Do you have Strategic Positioning Co-ordinates for your prod./sol.

� Do you have firmed Business Model and its disrupting impact in Market

� Do you have a Strategic Perspective of your customers

� Do you have firm ‘Go-To-Market’ and Business Development Plans


What Data Says

� According to the Small Business Administration (SBA), about

600,000 new businesses/year are started in the U.S

� Only about 2% of startups are able to attract VC funding-

Forbes.com

� More than 95% of VC start-ups fail to give projected return on

investment – The Wall Street Journal / HBR

� An estimated 30% to 40% of high potential U.S. start-ups fail to

the extent of liquidation - The Wall Street Journal / HBR

� In Tech. world 75% of Startups fails- HBR

� Most of the failures happens in 2nd/3rd years of operations- WSJ


Pin Pointing The Root Cause

Source: CB Insights

No Market Need (42%) :

“Tackling problems that are interesting to

solve rather than those that serve a market

need “

Aggregating Market Linked Reasons (70%) :

Get Outcompeted (19%) :

“Not Knowing or ignoring your competition “

Pricing / Cost Issues (18%) :

“Pricing is a Dark Art when it comes to

Startup success “

Poor Product (17%) :

“Bad things happens when you ignore users

wants and needs “

Lack of Business Model (17%) :

“Failing to create a scalable and profitable

Business Model “

Poor Marketing (14%) :

“Inability to market, target right customers,

promote, generate and convert the leads “

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Voice of Investors/Analysts

� “One of the most shocking things to me as an investor is the lack of Market and

Customer Knowledge that exits with many entrepreneurs”

� “I can’t even tell you that the number of times I have interacted with CEOs of startups,

and they have so product focused that they haven’t even spoken with a potential

customer. They have a vision, develop a new product concept and jump right into the

development stage “

� “ We don’t even shortlist a startup firm for funding if they have not done structured

Market Research “

� “ Evidence based Scalable Business Model is key criteria for investing in a Startup firm “

� “Though in Big Tech. Firms , there is dedicated progg. and budget for Market Research,

however same kind of Structured Market Research Proggs. and Analyst Relations are

not into consideration of many tech. startup firms “

� “ Non Tracking & aligning periodically with shifting markets “

� “ Failure of Tech. firms doesn’t always mean that Technology has failed, rather approach

to market has failed “


Strategic Marketing- Creating A

Predictive Business Scenario

• New products / solutions launching requires Strategic Planning,

starting with Market Research

� Identifying Pockets of opportunities in emerging Tech. markets

� Analyzing industry structure and competitive landscape of the target market

� SWOT Analysis of the existing players in the target market space

� Estimating market size of the target market with clear identification of blue ocean segments

� Capturing customer requirements and demands, which carves out a space in blue & red ocean segments

� Evolving Products/Solutions Customization strategies as per analyzed market/customer requirements

� Evolving and validating Scalable & Profitable Business Models

� Strategic Positioning of the evolved products/solutions & services into target market segment

� Go-To-Market Plans and strategies, Ecosystem development

� Business Development, Promotion and Sales Activities

Market Research - A Start Point : Its like a Navigator, you switch it ON when you start your

journey, and it takes you to correct destination


Constraints for Tech. Startups & SMBs

� Market Research & Strategic Market Planning activities are mostly DIY either due to no budget or

research firms are perceived as costly

� Formal Analyst relations are missing as marketing team is small or no value has been given to

Analyst Relations

� For Big Market Analyst firms like Gartner, IDC, Forrester, startups and SMBs are not focus

� Generic and high level market data given by Big Market Analyst firms are not at actionable level

� For any further actionable data & market guidance, these Big Analyst firms charges heavy price,

which makes them unaffordable for Startups and SMBS

� Big Market Analysts like Gartner, IDC, Forrester leaves startups and SMB firms at a very early level,

they don’t partner with them in executing the strategies and business development plans

� Big Analyst firms may not follow agile engagement models, hence dictating start ups and SMB

firms with their own terms, conditions, policies and delivery structures

� Every Market Research firm gives their own forecasts and data, completely different and not

matching with any other Analyst data, so whom to rely on

BDAS –with higher contribution of Market Research and Strategic Marketing Strategies into

success of Startup/SMB firms, along with above constraints faced, Stark has launched a

framework of ‘BDAS’ (Business Development As Service) which is an integrated framework

right from Strategy to Business Development execution for Startups & SMBs


What Is BDAS ??


Gamut of Services In BDAS


Gamut of Services In BDAS- Contd.


How BDAS Addresses The Root Cause

No Use of Networks (08%) :

“BDAS evolves your GTM to use your

existing networks“

Failure to Pivot (07%) :

“MR is a continuous process hence

providing intelligence when to Pivot“

Product Missed Timed (13%) :

“ MR data able to predict when is a

right time for your prod. /Sols. launch“

Ignore Customer (14%) :

“ BDAS Puts your customers as driver

for your Go-To-Market strategies “

No Market Need (42%) :

“Market Research can find out where

is Market with size of Market “

Get Outcompeted (19%) :

“ Market Research brings intelligence

about your competitions & entire

Market space “

Pricing / Cost Issues (18%) :

“ Market Research helps you to assess

paying capacity of your target market“

Poor Product (17%) :

“ MR brings feedback from your

customers & users on their emerging

needs / requirements “

Lack of Business Model (17%) :

“ Based on MR Data you can evolve

your Business Models & can further

validate it before you launch“

Poor Marketing (14%) :

“BDAS provides a framework of

Strategic Marketing including facts

based Go-To-Market “

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Lose Focus (13%) : “MR generates Market Insights guiding

you on where to focus & how to focus“

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Bad Location (09%) :

“BDAS also addresses Locational

issues in your GTM “

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No Investor interest (08%) :

“MR provides Market nos. & forecast

for investors to get interested“

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BDAS’ Horizontal & Vertical Spreads

Areas: Big Data, Analytics, AI, VR/AR, ERP/SCM/CRM, Social, IOT, Mobility, Automation


Typical Business Issues Coverage

• Enterprise Performance Management & Sustainability Improvement

• Enterprise Productivity Enhancement & reducing / optimizing business process cycle time

• Assets Management, Assets Utilization, M/Cs Reliability & Efficiency Improvement

• Predictive Equipment Operations Analysis, Predictive Maintenance, Improving Up Times

• Enterprise Energy Efficiency, Energy Management Systems, Environmental Mgmt. Systems

• Smart Grid Sys., Demand Response, Demand Forecasting, Energy Pricing Forecasting Models

• Natural Resource Optimization, Water & Utility loss/leakage analysis & Mgmt. Systems

• Waste Mgmt., Recycling & Disposal Systems, Industrial Automation Systems

• Sourcing Optimization, Vendors Performance Analysis, Supply Chain Optimization

• Eliminating Bullwhip effect in Supply Chain, Stock Out Problems, Demand Forecasting Errors

• Lean Operations, Six Sigma, Quality Control Systems, Waste/Rejection Mgmt., Storage Mgmt.

• Manufacturing Execution- Planning, Scheduling and Production Process Control & Mgmt.

• Inventory Mgmt., Warehouse Mgmt., Distribution Systems, Outage Analysis, TTL Issues

• Marketing Campaign effectiveness, Sales Mgmt., Service Mgmt., E-commerce channels dev.

• E-Procurement, Strategic Sourcing, Market Analysis, Sensitiveness Analysis, Risk Analysis

• Enterprise Integration, Content Management, Digital Channels Mgmt., Digital Enterprise


THANK YOU

Contacts :

Sumant Parimal,

Partner,

Stark Consulting Services Inc.

And

Director of CoE, Innogress

US Mobile: +1-9174037772

Intl. Mobile: +91-9873219910

E-mail: [email protected]

[email protected]

Web: www.starkcsi.com

www.innogress.com

Meetup Presentation on Strategic Marketing through BDAS

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