startupfest 2015: mark organ (influitive), keynote

Mark Organ@markorgan // @influitive


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Overall (20) Category Creators (10)

Non-Category Creators (10)

$0 $1 $2 $3 $4 $5 $6

$3.40

$5.60

$1.20

CNN/Fortune top 20 fastest growing companies

Category creator premium

Category creators: 5X valuation premium on revenue growth!

Incremental market cap per $1 of additional revenue

Source: Cambridge Partners in HBR Blog, 09/2011Mark Organ@markorgan // @influitive

* Fisker filed for chapter 11 protection in Nov 2013Source: Yahoo! Finance, Corporate filings, Analyst reports; Market caps are USD & as at Oct 2014

Market capitalization / global 2013 unit sales

Successful category creator >> ENTIRE VALUE of previous category!


Tesla BMW Dailmer VW Ford GM Fisker$0 K

$200 K

$400 K

$600 K

$800 K

$1,000 K

$1,200 K

$1,400 K

$1,600 K

$1,800 K$1,630 K

$35 K $33 K $10 K $9 K $6 K $0 K*

Successful category creator >> Dominate Market Cap of New Category

Category Creators dominate their new category with over 75% Market Cap

Play Bigger Category Kings

PARTICIPATION PRIZE!!!

a transformational experience+driven by disruptive forces

MY DEFINITION OF A CATEGORY:For a distinct segment of the market,

A revolutionary business model


Green-conscious, technophile early adopter car enthusiasts

All-electric drive with equivalent/superior performance to BMW7-series/Benz S-class

• Custom car ordering online, direct• Supercharging / battery switching stations• Continuous deployment of upgrades

• Lithium-ion battery innovation• Cloud computing

TESLA: Electric high-performance luxury cars 2010-2013


High-growth, cash-strapped B2B companies largely in Bay Area

Acquire and deploy good-enough CRM successfully in days instead of years

• Monthly subscription by user• Continuous deployment of upgrades centrally for all customers

Cloud / internet delivered software

SALESFORCE.COM: Cloud CRM, 1999-2004


Process and lead-gen oriented (demand gen) B2B marketers

Automatically nurture prospects, guided by their behavior, until sales-ready

• Monthly subscription, scaled by user• Continuous deployment of upgrades centrally for all customers

• Cloud-delivered software• Automated filtering of phone and mail

ELOQUA: Cloud marketing automation 2005-2013


Advocate marketers and the advocates they serve

Advocate-centered, comprehensive and self-service experience

• Monthly subscription, scaled by advocate activity• Continuous deployment of upgrades centrally for all customers

Pervasive social web

INFLUITIVE: Advocate marketing platform 2010-2???


Ancient Celestias

NewbornCelestias

FutureCelestias

startupfest 2015: mark organ (influitive), keynote

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