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Customer Development in the
             High Tech Enterprise


              Customer Validation
                   Part 1 & 2


                     Steve Blank
                  sblank@kandsranch.com




3/27/10                                   1
Agenda

    Logistics/Questions
    Review
    Case: HP Kittyhawk
    Guest: Hiten Shaw Kissmetrics
    Customer Validation
Today: Customer Validation


       Customer    Customer     Customer     Scale
       Discovery   Validation   Creation   Company




•  Develop a repeatable and scalable sales process
•  Validate your business model
•  Only earlyvangelists are crazy enough to buy
Customer Validation:


                      Phase 3       Phase 4
       Customer
                    Positioning    Business
       Validation
                                    Model
                                   Verified

From Discovery
                                              To Creation

                                   Phase 1
                     Phase 2
                                     Get
                      Sell to
                                   Ready
                 EarlyVangelists
                                   to Sell
Customer Validation
                                  Get Ready to Sell!
Articulate         Prelim Sales         Prelim            Prelim Sales             Hire a            Align Your
  a Value          & Collateral       Distribution         Roadmap             “Sales Closer”        Executives
Proposition         Materials         Channel Plan


                                                                                                         Formalize
Sell to “EarlyVangelists”!                                                                               Advisory
                                                                                                           Board
     Contact              Sell to                                Sell to            Refine
                                         Refine Sales
    Visionary             Early                                 Channel            Channel
                                          Roadmap
   Customers            Customers                               Partners           Roadmap




                                                           Develop Positioning!
                                                          Product              Company              Present to
                                                         Positioning          Positioning          Analysts &

   Verify!                                                                                         Influencers




      Verify the         Verify the         Verify the           Verify the           Iterate or
       Product            Sales             Channel              Business                Exit
                         Roadmap            Roadmap               Model
Customer Validation
                                  Get Ready to Sell!
Articulate
  a Value
Proposition
                         Inside the Building!
                   Prelim Sales
                   & Collateral
                    Materials
                                        Prelim
                                      Distribution
                                      Channel Plan
                                                          Prelim Sales
                                                           Roadmap
                                                                                   Hire a
                                                                               “Sales Closer”
                                                                                                     Align Your
                                                                                                     Executives



                                                                                                         Formalize
Sell to “EarlyVangelists”!                                                                               Advisory
                                                                                                           Board
     Contact              Sell to                                Sell to            Refine
                                         Refine Sales
    Visionary             Early                                 Channel            Channel
                                          Roadmap
   Customers            Customers                               Partners           Roadmap




                      Outside the Building!
                                Develop Positioning!
                                                          Product              Company              Present to
                                                         Positioning          Positioning          Analysts &

   Verify!                                                                                         Influencers




      Verify the         Verify the         Verify the           Verify the           Iterate or
       Product            Sales             Channel              Business                Exit
                         Roadmap            Roadmap               Model
Phase 1:
                    Get Ready to Sell


    Phase 3        Phase 4       Serious preparation
  Positioning     Business        before 1st sales
                   Model
                  Verified          Another writing exercise
                                    Aligning Executives
                  Phase 1
    Phase 2         Get
     Sell to      Ready
EarlyVangelists   to Sell
Get Ready to Sell
                                 Value Proposition
                                 Sales Collateral
                                 Distribution Plan
                                 Sales Roadmap
                                 Sales Closer
                                 Synchronize Execs
                                 Advisory Board

Articulate    Prelim Sales          Prelim       Prelim Sales       Hire a       Align Your
  a Value     & Collateral        Distribution    Roadmap       “Sales Closer”   Executives
Proposition    Materials          Channel Plan


                                                                                    Formalize
                                                                                    Advisory
                                                                                      Board
Get Ready to Sell:
          Articulate a Value Proposition

    Create Value Proposition
       Is it emotionally compelling?
       Does it make or reinforce an economic case?

       Does the it pass the reality test?

    Varies by Market Type
Get Ready to Sell:
              Preliminary Sales Collateral

    Create collateral roadmap
         What you need and when you need it
         Supports the sales roadmap
         Ensure the collateral matches the internal audiences
    Create all selling materials
         Presentations
         Data sheets
         White Papers
    How would collateral differ by Market Type?
Get Ready to Sell:
        Preliminary Channel Road Map

    Channel Food Chain and responsibility
    Channel discount and financials
    Channel Management
    How would channel plan differ by Market Type?
Channel Alternatives
                    Pick One

                            OEMs


                         System
                       Integrators


                         Direct
                       Sales Force

                      Value-Added         Your
  Your
                     Resellers (VARs)   Customers
Company

                            Dealers




             Distributors


                    Retail/Mass
                    Merchants/Online
Channel Diagram
               Book Publishing Company

                       National
 Publisher            Wholesaler     Distributor       Retailer


                                      Determine       Merchandise
Deliver Books                         Allocations        Titles
(from printer)         Stock Books



                                     Deliver Orders    Sell Books
-Establish Identity     Ship Books
-Create Demand

                                       Dispose of     Acknowledge
                                        Returns         Returns
Channel Margins
             Book Publishing Company


         Publisher      National                             Customer
                                    Distributor   Retailer
                       Wholesaler


% of        35%          15%          10%          40%
Retail


  $s        $7.00        $3.00        $2.00       $8.00      $20.00
Get Ready to Sell:
            Preliminary Sales Road Map
    Built around key insights about the selling process
    Answers
         Who decides the sale?
         Influencers, recommender, decision makers Where is the
          budget? How many sales call to the sale? To who? What is
          the script for each?
    Consists of:
         Organization Map
         Influence Map
         Customer Access Map
         Sales Strategy
         Implementation Plan
Early Sales
Get Ready to Sell:
                  Hire a “Sales Closer”

    Identify need for a “Sales Closer
         Founders have experience “closing” business?
         Do they have a “world-class” set of contacts?
         Bet the company on their ability to close sales?
    If not, hire a “Sales Closer”
         Do NOT hire a VP of Sales
         Typical background would be a regional manager
    How does Market Type effect this hire?
Get Ready to Sell:
               Synchronize Your Execs

    Product Development
         Schedule
         Deliverables
         “Good-enough” Philosophy
    Engineering’s role in sales, installation, post-sales support
    Sales Collateral review
Get Ready to Sell:
                Formalize Advisory Boards

    Advisory boards are critical in nascent stages of a startup
    To sell to industry specific customers requires an industry
     advisory board
    Multiple Advisory Boards
         Use at different times
         Different purposes
Phase 2: Sell



    Phase 3        Phase 4       First sales
                  Business
  Positioning
                   Model         First channel sales
                  Verified
                                 Scalable and Repeatable

                  Phase 1
    Phase 2         Get
     Sell to      Ready
EarlyVangelists   to Sell
Sell to EarlyVangelists
                   Contact Visionaries
                   Sell
                   Refine Sales Roadmap
                   Sell to Channel Partners
                   Refine Channel Roadmap




  Contact         Sell to                   Sell to    Refine
                            Refine Sales
 Visionary        Early                    Channel    Channel
                             Roadmap
Customers       Customers                  Partners   Roadmap
Sell:
     Contact Visionaries

    Looking for people with problems
    They are few are far between
    They need to become your
     cheerleaders…
     while paying you to do so
Sell: Turn Visionaries into
                EarlyVangelists

    Very few are early customers
    Visionaries will emerge to buy an unfinished
     product if it truly solves a painful problem
    A lack of these early purchasers is a red-flag
    Market Type effects ease of execution
Build the Organization Map
                                Dave Jones
                                  CEO


                               Karen Rogers
                               VP Marketing


                  Neil Garrett           Suzanne Kellogg
                 VP Database             VP Merchandizing
                  Marketing




                         Our Potential
                          Customer


= in house competition
= issues to be addressed before a sale
One Step at A Time
                                            Dave Jones
                                              CEO


     Ben White                             Karen Rogers
     VP Sales                              VP Marketing


      Joe Black               Neil Garrett           Suzanne Kellogg
Dir. Sales Operations        VP Database             VP Merchandizing
                              Marketing


    Leslie Elders
 Financial Modeling
                                     Our Potential
                                      Customer


            = in house competition
            = issues to be addressed before a sale
Organization Map
                                            Dave Jones
                                              CEO


     Ben White                             Karen Rogers                  Roger Smith
     VP Sales                              VP Marketing                     CIO


      Joe Black               Neil Garrett           Suzanne Kellogg     Phil Whitry
Dir. Sales Operations        VP Database             VP Merchandizing    Director IT
                              Marketing


    Leslie Elders                                                        Geoff Smith
 Financial Modeling                                                     Financial Tools
                                                                         Development
                                     Our Potential
                                      Customer


            = in house competition
            = issues to be addressed before a sale
The Influence Map



        Functional     Technical


High   Executive   1
Low
The Influence Map



        Functional              Technical


High   Executive   1   2 CIO or Division IT executive
Low
The Influence Map



        Functional              Technical


High   Executive   1   2 CIO or Division IT executive
Low    End Users   3
The Influence Map



        Functional               Technical


High   Executive   1   2 CIO or Division IT executive
Low    End Users   3   4 Corp. IT staff or Division IT
The Sales Roadmap:
Starts with Influence Map

               Educate & Present
                   Solution



         Operational    Technical

        High    Execs    CIO

               End        IT
               Users
        Low              Staff
The Sales RoadMap:
  Adds Access, Assessment & Strategy


Access    Assess     Strategy          Educate & Present
          Needs                            Solution
Finance

Product                          Operational    Technical
 Mgmt
                                High    Execs    CIO
Sales
           Intro     Account
          Meetings   Strategy
Corp.                                  End        IT
Mktg                                   Users
                                Low              Staff
Support

 IT
The Sales RoadMap


Access    Assess     Strategy          Educate & Present       Sell, Sell, Sell, Sell
          Needs                            Solution
Finance

Product                          Operational    Technical
 Mgmt
                                High    Execs    CIO
Sales                                                      Implement
           Intro     Account                                             Proposal
          Meetings   Strategy                                 Plan
Corp.                                  End        IT
Mktg                                   Users
                                Low              Staff
Support

 IT
RoadMap becomes The Sales Pipeline

                                                                                                               4. Understand
          1. Prepare                     2. Initial Meeting                                                    Existing Situation
          • Hoovers, One                 • Ask tough questions                                                  a) Technology
           Source, Web                   • Do Buy- In Demo
                                                                                    3. Qualify?
                                                                                                                b) Organization
                                                                                                                c) Competition




                     T
                     h
                     e
                     i
                     m




        5. Custom Pitch
        • Prepare!                             6. Win Over IT               7. Define Problem                       8. ROI Pitch
        • Get NDA signed                   •    Tech deep dive              • Develop Action Plan                   • Prove the Value!




9. Exec Session
• Set expectations for
 this meeting early on.


                            10. Solution                      11. Formal Pricing                    12. Negotiate
                              Session                        Proposal                           • Sales
                          •  Detailed Tech discovery
                              •                                                                                             13. Close!
                                                                 •  No surprises!               • Finance
                                                                                                • Support
Sell: Sell/Refine Channel Roadmap


    Early channel partners need to be “Visionaries”
    Indirect channels/integrators have $ minimum
    Indirect channels/integrators just fulfill
    Market Type affects channel adoption
Phase 3:
        Company & Product Positioning


    Phase 3        Phase 4       Market Type driven
                  Business
  Positioning
                   Model         Company & Product
                  Verified
                                 Based on real-world facts

                  Phase 1
    Phase 2         Get
     Sell to      Ready
EarlyVangelists   to Sell
Develop Positioning
    Product Positioning
    Company Positioning
    Present to Analysts & Influencers
    Builds briefs for demand creation activities




             Product       Company       Present to
            Positioning   Positioning   Analysts &
                                        Influencers
Positioning:
              Product Positioning

    Market Type affects positioning
Positioning:
                      Company Positioning

      Market Type affects positioning


                  Existing Market               New Market            Resegmented Market
Company       Compare your            It’s too earlier for         Company positioning for
Positioning   company to your         customers to understand      this type of market
Statements    competitors. Describe   how different your           communicates the value
              how your company is     company is, since in a       of the market segment
              both different and      new market there are no      you’ve chosen and the
              credible.               other companies to           innovation your
                                      compare it to. Therefore,    company brings to it.
                                      company posi tioning is      What is it that customers
                                      about communicating a        value and want and
                                      vision and passion of what   need now.
                                      could be.
Phase 4:
                  Verify, Iterate or Exit


    Phase 3        Phase 4       Market Type driven
                  Business
  Positioning
                   Model         Company & Product
                  Verified


                  Phase 1
    Phase 2         Get
     Sell to      Ready
EarlyVangelists   to Sell
Verify
    Product
    Sales Roadmap
    Channel Roadmap
    Business Model




      Verify the   Verify the    Verify the   Verify the   Iterate or
       Product      Sales        Channel      Business        Exit
                   Roadmap       Roadmap       Model

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Customer Development/Lean Startup 030910 Class 8

  • 1. Customer Development in the High Tech Enterprise Customer Validation Part 1 & 2 Steve Blank sblank@kandsranch.com 3/27/10 1
  • 2. Agenda   Logistics/Questions   Review   Case: HP Kittyhawk   Guest: Hiten Shaw Kissmetrics   Customer Validation
  • 3. Today: Customer Validation Customer Customer Customer Scale Discovery Validation Creation Company •  Develop a repeatable and scalable sales process •  Validate your business model •  Only earlyvangelists are crazy enough to buy
  • 4. Customer Validation: Phase 3 Phase 4 Customer Positioning Business Validation Model Verified From Discovery To Creation Phase 1 Phase 2 Get Sell to Ready EarlyVangelists to Sell
  • 5. Customer Validation Get Ready to Sell! Articulate Prelim Sales Prelim Prelim Sales Hire a Align Your a Value & Collateral Distribution Roadmap “Sales Closer” Executives Proposition Materials Channel Plan Formalize Sell to “EarlyVangelists”! Advisory Board Contact Sell to Sell to Refine Refine Sales Visionary Early Channel Channel Roadmap Customers Customers Partners Roadmap Develop Positioning! Product Company Present to Positioning Positioning Analysts & Verify! Influencers Verify the Verify the Verify the Verify the Iterate or Product Sales Channel Business Exit Roadmap Roadmap Model
  • 6. Customer Validation Get Ready to Sell! Articulate a Value Proposition Inside the Building! Prelim Sales & Collateral Materials Prelim Distribution Channel Plan Prelim Sales Roadmap Hire a “Sales Closer” Align Your Executives Formalize Sell to “EarlyVangelists”! Advisory Board Contact Sell to Sell to Refine Refine Sales Visionary Early Channel Channel Roadmap Customers Customers Partners Roadmap Outside the Building! Develop Positioning! Product Company Present to Positioning Positioning Analysts & Verify! Influencers Verify the Verify the Verify the Verify the Iterate or Product Sales Channel Business Exit Roadmap Roadmap Model
  • 7. Phase 1: Get Ready to Sell Phase 3 Phase 4   Serious preparation Positioning Business before 1st sales Model Verified   Another writing exercise   Aligning Executives Phase 1 Phase 2 Get Sell to Ready EarlyVangelists to Sell
  • 8. Get Ready to Sell   Value Proposition   Sales Collateral   Distribution Plan   Sales Roadmap   Sales Closer   Synchronize Execs   Advisory Board Articulate Prelim Sales Prelim Prelim Sales Hire a Align Your a Value & Collateral Distribution Roadmap “Sales Closer” Executives Proposition Materials Channel Plan Formalize Advisory Board
  • 9. Get Ready to Sell: Articulate a Value Proposition   Create Value Proposition   Is it emotionally compelling?   Does it make or reinforce an economic case?   Does the it pass the reality test?   Varies by Market Type
  • 10. Get Ready to Sell: Preliminary Sales Collateral   Create collateral roadmap   What you need and when you need it   Supports the sales roadmap   Ensure the collateral matches the internal audiences   Create all selling materials   Presentations   Data sheets   White Papers   How would collateral differ by Market Type?
  • 11. Get Ready to Sell: Preliminary Channel Road Map   Channel Food Chain and responsibility   Channel discount and financials   Channel Management   How would channel plan differ by Market Type?
  • 12. Channel Alternatives Pick One OEMs System Integrators Direct Sales Force Value-Added Your Your Resellers (VARs) Customers Company Dealers Distributors Retail/Mass Merchants/Online
  • 13. Channel Diagram Book Publishing Company National Publisher Wholesaler Distributor Retailer Determine Merchandise Deliver Books Allocations Titles (from printer) Stock Books Deliver Orders Sell Books -Establish Identity Ship Books -Create Demand Dispose of Acknowledge Returns Returns
  • 14. Channel Margins Book Publishing Company Publisher National Customer Distributor Retailer Wholesaler % of 35% 15% 10% 40% Retail $s $7.00 $3.00 $2.00 $8.00 $20.00
  • 15. Get Ready to Sell: Preliminary Sales Road Map   Built around key insights about the selling process   Answers   Who decides the sale?   Influencers, recommender, decision makers Where is the budget? How many sales call to the sale? To who? What is the script for each?   Consists of:   Organization Map   Influence Map   Customer Access Map   Sales Strategy   Implementation Plan
  • 17. Get Ready to Sell: Hire a “Sales Closer”   Identify need for a “Sales Closer   Founders have experience “closing” business?   Do they have a “world-class” set of contacts?   Bet the company on their ability to close sales?   If not, hire a “Sales Closer”   Do NOT hire a VP of Sales   Typical background would be a regional manager   How does Market Type effect this hire?
  • 18. Get Ready to Sell: Synchronize Your Execs   Product Development   Schedule   Deliverables   “Good-enough” Philosophy   Engineering’s role in sales, installation, post-sales support   Sales Collateral review
  • 19. Get Ready to Sell: Formalize Advisory Boards   Advisory boards are critical in nascent stages of a startup   To sell to industry specific customers requires an industry advisory board   Multiple Advisory Boards   Use at different times   Different purposes
  • 20. Phase 2: Sell Phase 3 Phase 4   First sales Business Positioning Model   First channel sales Verified   Scalable and Repeatable Phase 1 Phase 2 Get Sell to Ready EarlyVangelists to Sell
  • 21. Sell to EarlyVangelists   Contact Visionaries   Sell   Refine Sales Roadmap   Sell to Channel Partners   Refine Channel Roadmap Contact Sell to Sell to Refine Refine Sales Visionary Early Channel Channel Roadmap Customers Customers Partners Roadmap
  • 22. Sell: Contact Visionaries   Looking for people with problems   They are few are far between   They need to become your cheerleaders… while paying you to do so
  • 23. Sell: Turn Visionaries into EarlyVangelists   Very few are early customers   Visionaries will emerge to buy an unfinished product if it truly solves a painful problem   A lack of these early purchasers is a red-flag   Market Type effects ease of execution
  • 24. Build the Organization Map Dave Jones CEO Karen Rogers VP Marketing Neil Garrett Suzanne Kellogg VP Database VP Merchandizing Marketing Our Potential Customer = in house competition = issues to be addressed before a sale
  • 25. One Step at A Time Dave Jones CEO Ben White Karen Rogers VP Sales VP Marketing Joe Black Neil Garrett Suzanne Kellogg Dir. Sales Operations VP Database VP Merchandizing Marketing Leslie Elders Financial Modeling Our Potential Customer = in house competition = issues to be addressed before a sale
  • 26. Organization Map Dave Jones CEO Ben White Karen Rogers Roger Smith VP Sales VP Marketing CIO Joe Black Neil Garrett Suzanne Kellogg Phil Whitry Dir. Sales Operations VP Database VP Merchandizing Director IT Marketing Leslie Elders Geoff Smith Financial Modeling Financial Tools Development Our Potential Customer = in house competition = issues to be addressed before a sale
  • 27. The Influence Map Functional Technical High Executive 1 Low
  • 28. The Influence Map Functional Technical High Executive 1 2 CIO or Division IT executive Low
  • 29. The Influence Map Functional Technical High Executive 1 2 CIO or Division IT executive Low End Users 3
  • 30. The Influence Map Functional Technical High Executive 1 2 CIO or Division IT executive Low End Users 3 4 Corp. IT staff or Division IT
  • 31. The Sales Roadmap: Starts with Influence Map Educate & Present Solution Operational Technical High Execs CIO End IT Users Low Staff
  • 32. The Sales RoadMap: Adds Access, Assessment & Strategy Access Assess Strategy Educate & Present Needs Solution Finance Product Operational Technical Mgmt High Execs CIO Sales Intro Account Meetings Strategy Corp. End IT Mktg Users Low Staff Support IT
  • 33. The Sales RoadMap Access Assess Strategy Educate & Present Sell, Sell, Sell, Sell Needs Solution Finance Product Operational Technical Mgmt High Execs CIO Sales Implement Intro Account Proposal Meetings Strategy Plan Corp. End IT Mktg Users Low Staff Support IT
  • 34. RoadMap becomes The Sales Pipeline 4. Understand 1. Prepare 2. Initial Meeting Existing Situation • Hoovers, One • Ask tough questions a) Technology Source, Web • Do Buy- In Demo 3. Qualify? b) Organization c) Competition T h e i m 5. Custom Pitch • Prepare! 6. Win Over IT 7. Define Problem 8. ROI Pitch • Get NDA signed • Tech deep dive • Develop Action Plan • Prove the Value! 9. Exec Session • Set expectations for this meeting early on. 10. Solution 11. Formal Pricing 12. Negotiate Session Proposal • Sales •  Detailed Tech discovery • 13. Close! •  No surprises! • Finance • Support
  • 35. Sell: Sell/Refine Channel Roadmap   Early channel partners need to be “Visionaries”   Indirect channels/integrators have $ minimum   Indirect channels/integrators just fulfill   Market Type affects channel adoption
  • 36. Phase 3: Company & Product Positioning Phase 3 Phase 4   Market Type driven Business Positioning Model   Company & Product Verified   Based on real-world facts Phase 1 Phase 2 Get Sell to Ready EarlyVangelists to Sell
  • 37. Develop Positioning   Product Positioning   Company Positioning   Present to Analysts & Influencers   Builds briefs for demand creation activities Product Company Present to Positioning Positioning Analysts & Influencers
  • 38. Positioning: Product Positioning   Market Type affects positioning
  • 39. Positioning: Company Positioning   Market Type affects positioning Existing Market New Market Resegmented Market Company Compare your It’s too earlier for Company positioning for Positioning company to your customers to understand this type of market Statements competitors. Describe how different your communicates the value how your company is company is, since in a of the market segment both different and new market there are no you’ve chosen and the credible. other companies to innovation your compare it to. Therefore, company brings to it. company posi tioning is What is it that customers about communicating a value and want and vision and passion of what need now. could be.
  • 40. Phase 4: Verify, Iterate or Exit Phase 3 Phase 4   Market Type driven Business Positioning Model   Company & Product Verified Phase 1 Phase 2 Get Sell to Ready EarlyVangelists to Sell
  • 41. Verify   Product   Sales Roadmap   Channel Roadmap   Business Model Verify the Verify the Verify the Verify the Iterate or Product Sales Channel Business Exit Roadmap Roadmap Model