1. Slapsy Maxie is Alive and Well Anne Perlman

2. Readiness (p. 30) CompanyABCD Built a prototype Talked to customers Know how to market

3. Guts & Brains Wanna-Be? (p. 33) CompanyABCD 2 strong eng. & 1 marketing person Team yrs of exper. in field Hypothesis tested on cust. Built prototype

4. The Four Step Dance (p. 45) CompanyABCD Call prospects for feedback Modify model Build model Sell it

5. Slapsy Maxie would be a great name for the school of hard knocks… A CASE STUDY

6. We KNOW There is a Market The founders know it There are 2 customers The venture capitalists know it I KNOW IT

7. Left hook: “I see. There is no market.”

8. What Went Wrong? Too few prospect discussions “Apple pie” questions Pain was not severe enough Irritation was spread among many titles Pain/ROI was not quantified by customer

9. Right hook: It’s a nice to have! (Does that look like a market?)

10. It’s More Likely a Real Market When: You’ve talked to lots of prospects The $ value is quantified You know the person (title), their problem, and how to find them (company, financials, industry)

11. If You’re Not Ready, Go Work on Your Hobby

12. It Worked for Us!

13. With a Market, Build Repeated Marketing and Sales Processes See this after 5-10 customers Forecast marketing and sales results Support your customers well for high satisfaction and repeat business

14. Even Slapsy Maxie’d be Impressed!

15. But just then, you get KO’d! That prince of a market becomes a

16. Lessons from Slapsy Maxie’s School of Hard Knocks Do your homework Remember that your idea is not you Do your homework better than anyone expects Don’t depend on luck Do claim luck retroactively Look for and find potential/future problems Do your homework again

17. Boxing Lessons, Anyone? (Q&A)