meetup presentation on strategic marketing through bdas
TRANSCRIPT
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
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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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CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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 “
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
What Is BDAS ??
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
Gamut of Services In BDAS
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
Gamut of Services In BDAS- Contd.
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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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CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
BDAS’ Horizontal & Vertical Spreads
Areas: Big Data, Analytics, AI, VR/AR, ERP/SCM/CRM, Social, IOT, Mobility, Automation
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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
CoE: @Innogress Stark Consulting Services Inc. CoE: @Innogress
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]
Web: www.starkcsi.com
www.innogress.com