Springboard Marketing Template

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Springboard Marketing Template
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Mission

• Why are you in business?
• Who is your constituency?
• What larger problem are you addressing?
• How will they benefit
• 1 simple sentence.
• See Moores positioning

3
Before After Exercise

• This is an exercise that should result in 1-3
  slides that describe the problem youre solving,
  how youre solving it, and the benefit accrued.
• What is the buyer situation before your product?
• What problem do they have and how are they
  addressing it
• What is the buyer situation after your product?
• What change has happened, and what is the impact
  on the buyer?
• Save money? Make Money? Lessen risk?
• List all scenarios/prospective buyers you can
  think of prioritize from most to least compelling

4
Value Proposition

• Choose the most compelling before/after from the
  Before/After exercise
• Write a succinct Compelling Reason to buy
• Articulate a MANDATORY Must Have reason to
  purchase your product
• Secondly, what is the benefit in your customers
  balance sheet
• If your model includes channels, you must
  articulate value prop for each

5
Differentiation/Competitive Advantage

• Differentiator
• What is unique about your product or service
• what does your product or service do that does
  not exist in the market place today
• Can you verifiable the claims
• Is your differentiation sustainable?
• Benefits
• What benefits does the differentiation bring?
• Save money
• Make money
• Increase size of market
• Decrease risk

6
Market Segmentation

• First TAM, then SAM (lowest hanging fruit)
• Use 3rd Party Sources or state company estimate
  (research)
• Who must buy? This is your market segment How
  you get there
• A segment is a group of buyers who are similar
• They have the same problem
• They have the same buying criteria
• They would see each other as a credible reference
• A segment is not where one could buy your
  product, but where one has a compelling reason
  for your differentiation
• Prioritize your segments based on strength of
  need to buy

7
Competition

• For each segment
• Competitive Landscape be specific!
• Who is the incumbent player, including internal
  systems, workarounds, apathy
• How entrenched is status quo
• Competitors advantage why are they in play?
• Competitors key message
• Is your message different? Compelling?

8
Business Model

• Choose segment w/ most compelling need relative
  to your differentiation a competitive landscape
• Demonstrate different revenue streams
• Explain Pricing model (general), possibly a price
  card
• Know/demonstrate pricing benchmarked against the
  competition
• Demonstrate revenue mix assumption(s) per
  customer segment

9
Go-to-Market Plan

• For chosen segment profile the buyer
• What are pains?
• What is the buying process?
• Who are the buyers?
• Where do they get their information?
• Map the marketing selling process to the
  buyers Buying process
• How to identify, qualify, acquire and convert the
  customer
• Marketing Strategy use funnel slide to
  demonstrate how to move the potential customer
  down the funnel using what marketing tactics
• How will the buyer BUY? (and therefore, how do we
  need to sell)
• Sales Strategy direct, telesales, channels, OEM
• Prioritize who is likely to buy first, based on
  where you are today (early adopters)
• Map marketing activities/sales tools to selling
  process
• Tactics to move buyer along process
• Brand Strategy (Inside/Outside)
• Partner/Channels
• Show impact of channel to increase customer
  acquisition

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Marketing Budget / Line Items

• Tactical marketing Plan-be specific
• 180 days mix of direct and indirect marketing
• Media Program
• P/R and Advertising
• Events, Conferences, Trade Shows
• Develop detailed line items and budget (quantify
  number and cost of actions)