Developing New Opportunities for Technology Companies John Savage 4sight Business Development 14 th June 2004

What we do Help our technology clients to make the best marketing choices

Who we work with

What are their issues How can I improve my chances of winning? Where should we focus our efforts? How do we get into new markets? Where are our best chances of success? All our business is with one big customer Where are the best opportunities for my business ? How can I ensure that my marketing and sales resources are being employed effectively?

You Have to Go Where The Money is!

Developing New Opportunities for Technology Companies Where do you start What are your options How customers chose a supplier Your proposition Getting the message across

Where do you start? Look at where you are today –What has worked? –What has failed? –Why do customers buy from you? –What needs do you address?

Where can you take the business? What kind of customers do you want to have? What does an ideal customer look like?

Balancing Segments where you can be an attractive supplier Segments with customers that match your ideal

How do customers chose?

Choosing a Supplier Industry Experience Price Financial Security Personalities References Product/Service Fit Quality Technology

Standing out from the crowd! On the things that matter!

Your Proposition Based upon your business and technological capabilities Mapped against the needs of customers in chosen markets Clearly differentiated from the competition Why should a customer chose you?

Getting the message across Who to? What language do they speak? What is the message? Choosing the right medium –Effectiveness –Costs

Marketing Communications Website Telemarketing Exhibitions Seminars Brochures Direct Mail PR Events Entertaining

Summary Select segments with the kind of customers that you want Understand the needs of customers in the segment Understand how customers chose between suppliers

Summary Make your proposition stand out from the crowd – for the right reasons Make sure that your message is relevant to the customer and in the right language Chose the communication methods that work for your market

Thank You John Savage Tel: Mob: Web: