July 16, 2014 – Marketing Responsibilities Errol Forkner, Chief Entrepreneurship and Intra-Preneurship Consultant Copyright 2014 Prism Business Development & Colorado Startup Incubator

Agenda Meetup Topics 1.Introductions – Name, Company, Role, and Stage 2.Expectations – Reason For Coming & Prism Reason for Hosting 3.Marketing’s Responsibilities 4.Questions & Answers 5.Next Steps 6.Resources - Prism Business Development & Affiliates: a)Coaching b)Mentoring c)Training d)Monthly One-On-Ones

Introductions Name Company Role Startup Stage

Expectations Reason for coming Think about as we go through presentation Curious Need a Process / Track to Run On Want a Coach, Mentor, Workshop Need a Team Have an Immediate Marketing Need Want Colorado Startup Incubator Support

Expectations Reason for Hosting Think about as we go through presentation where best value CSI Memberships - $100 per month Monthly Reviews & Guidance - Includes 1 Hr One-On-Ones Cross Functional Advisory, Coaching & Mentoring Services Use of Credentials & Resume & Sliding Scale Training Sessions & Workshops Task Execution Staff Augmentation – Use of Credentials & Resume

Role Entrepreneur Chief Technology Officer (CTO) – Idea Person Chief Executive Officer / President (CEO / President) Chief Marketing Officer (CMO) Other: _____________________________________________ Where entrepreneurs lump Marketing & Sales together, otherwise we would add: Chief Sales Officer (CSO)

Startup Stage The Six Financing Stages

1.Seed Funding 2.Start-up or Early stage 3.Growth (Series A round) 4.Second-Round for Working Capital 5.Expansion or Mezzanine 6.Exit of Venture Capitalist

Marketing’s Responsibilities Steps to bring high-customer value products to market Proof-Of-Concept Company Identity / Branding Go-To-Market Plan Product Identity / Branding Target Ideal Customers Sales & Sales Support Model Implementation & Maintenance Services Model Value Analysis Competitive Analysis

Marketing Responsibilities Bring High-Customer-Value Products to Market Provide Systems to Makes Sales & Capture Market Share Deliver Profitable Revenue Growth to Meet Strategic & Operational Plans

Marketing Responsibilities When Does Marketing Lead 1.Prove New Idea / Innovation 2.Marketing & Product Development 3.Early Sales & Manufacturing 4.Selling but not yet turning a profit 5.Expansion money for Profitable Company 6.Going Public

Marketing Responsibilities Can We Agree? What Inherit Mission, Vision & Direction Company Values What Needs to Be Done Innovate – MRD Conceptual Selling, Validate – Proof of Business/Concept includes Discovery/Conceptual Selling Orchestrate – Field Operations Target, Compensate, Facilitate Enable – Sales Model & Product Training (See Resources) Support Communicate… Promote to Targeted Customer Community Product ACH Company ACH

Selling Responsibilities Who Sales – Everyone Anyone trying to convince others of a better way CEO is Chief Evangelist CTO is Chief How Person

ACH Unknown vs Awareness Consideration Hit / De-Facto Standard

Marketing’s Responsibilities Exit Strategy - Communication Company Values – Communicate Enable Sales Channel Engagement including Sales Process – Collateral & Contracts Product Training Promotion or Demand Creation - Drive business to sales doorstep

Product Training Based on Specific Channel Sales Model Establish Need Establish Fit Overcome Funding Objection Overcome Timing Objection Overcome Attitude or Lack of Comfort Objection Value Financial Analysis Competitive Analysis Compensation Territory & Account Assignments Opportunity Planning

Proof-Of-Concept & Go-To-Market Plan Idea  Proof-Of-Concept & Go-To-Market Plan  Expect & Validate – Engage Early Adopter / Market Maker 1.What is my product? Features & Functions 2.Who is my customer? Beachhead Market when educated will have significant operational improvement… Strategic Customer 3.What can I do for my customer? … Why would my customer buy? Promised Business and/or Personal Benefits & Value Proposition Strategic Customer Recommendations: 1.Refine Product Functional Specification 2.Refine Product Packaging, Pricing and How Acquired, Supported, Implemented, and Maintained

Proof-Of-Concept & Go-To-Market Plan Strategic Customer Partnership 1.Purchase Order 2.Beta Test Site 3.Reference 4.Success Story 5.Investor Business Model -How do I make money from my product? 1.How do I build my product? 2.How do I scale my business? 3.Operational Plan including Financials

Questions & Answers

Next Steps

Resources Entrepreneurial Services Business Services Funding Services Prism Professional Services – Early Stage & Later Stage Strategic and Operational Marketing: Coaching Mentoring Advising Training Team Staffing Workshops Colorado Startup Incubator (CSI) CSI-Services

Expectations Met?

Contact Us Colorado Startup Incubator (CSI) %Office Evolution 357 S. McCaslin Blvd., Suite 200 Louisville, CO Prism Business Development POB Louisville, CO

Startup Stage The Six Financing Stages 1.Seed Funding – Prove New Idea / Innovation 2.Start-up or Early stage – Marketing & Product Development 3.Growth (Series A round) - Early Sales & Manufacturing 4.Second-Round for Working Capital - Selling but not yet turning a profit 5.Expansion or Mezzanine - Expansion money for Profitable Company 6.Exit of Venture Capitalist – or Bridge Financing, 4th round is intended for "going public" process