Sales and Marketing for Engineers

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Daniel Jarjoura

Winter 2014

BS Telecommunications

MS !Computer Science

Pre-sales Engineer

Product Manager

Innovation Manager!Business Development Director

Entrepreneurship

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http://www.danieljarjoura.com

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Some housekeeping rules

1/ The course is made of 4 sessions of 3 hours with one 15 mins break

3/ Presence is not mandatory but please refrain from leaving class while I speak

2/ There will be no final exam but a final presentaBon. The subject will be given through social media

4/ ParBcipaBon is highly encouraged. If you don’t speak, I will make you!

5/ The goal of this course is to make you think, not replicate

Net worth: $24 Billion each

Net worth: $67 Billion

Net worth: $19 Billion

What’s the main common point between these guys

Yes, they’re all technology experts…

…who understood how to be unique in their market…

…and made loads of money!

A bit like this guy

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What about France?

Net worth: "6 Billion

$600M

$6.8B

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If not, then maybe you were not planning to…

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And also, if you thought you were UNIQUE

… maybe you didn’t realize there were millions like you

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So, what is your compe,,ve advantage

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Chilean Exports• Fresh fruit leads Chile's export mix - Chile emerges as major supplier of fresh fruit to

world market due to ample natural resources, consumer demand for fresh fruit during winter season in U.S. and Europe, and incentives in agricultural policies of Chilean government, encouraging trend toward diversification of exports and development of nontraditional crops - U.S. Dept. of Agriculture, Economic Research Service Report

• Chile is among the developing economies taking advantage of these trends, pursuing a free market economy. This has allowed for diversification through the expansion of fruit production for export, especially to the U.S. and Western Europe. Chile has successfully diversified its agricultural sector to the extent that it is now a major fruit exporting nation. Many countries view Chile's diversification of agriculture as a model to be followed.

• Meanwhile, the U.S. remains the largest single market for Chile's fruit exports. However, increasing demand from the EC and Central and East European countries combined may eventually surpass exports to the U.S., spurring further growth in Chile's exports.

• If you’ve read this far, your eyes probably hurt and you’ve been reading this tedious long-winded text instead of listening to me. I’m insulted- can’t you see I’m doing a presentation up here? Look at me! Congratulations, however, on having such good eyesight.

Beginner Motorcycles• My personal favorite:

the Suzuki Savage • Light weight (~380lbs) • Adequate power

(650cc engine) • Low seat height fits

most riders

Racquetball Fundamentals



n 2, 3, or 4 players.


n 2, 3, or 4 players.n 1 player serves, other “returns.”


n 2, 3, or 4 players.n 1 player serves, other “returns.”n Only serving player can score.


n 2, 3, or 4 players.n 1 player serves, other “returns.”n Only serving player can score.n Served ball must land past serving line and

cannot hit back wall.


n 2, 3, or 4 players.n 1 player serves, other “returns.”n Only serving player can score.n Served ball must land past serving line and

cannot hit back wall.n Ball can only bounce once before striking front

wall…but ball does not have to bounce.

Racquetball Fundamentalsn 2, 3, or 4 players.n 1 player serves, other “returns.”n Only serving player can score.n Served ball must land past serving line and

cannot hit back wall.n Ball can only bounce once before striking front

wall…but ball does not have to bounce.

!I hate the way people use slide presentations instead of thinking. People would confront a problem by creating a presentation. I wanted them to engage, to hash things out at the table, rather than show a bunch of slides"%

- Steve Jobs

Avoiding death by PowerPoint

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©Syniverse Technologies – Proprietary Information – Not for Distribution �70

Standard services§ CollecBon and delivery of near real Bme roaming data

§ CollecBon of raw data from mediaBon device (or switch) § CollecBon and delivery of TD35 files from and to the roaming partners § CollecBon and delivery of TD35 reports from and to the roaming partners

§ Monitoring and troubleshooBng of data exchange § Check for missing files and transmission failures § Highly reacBve customer support

§ ReporBng § File Delivery Reports (FDR) and Error Reports (ER) § AnalyBcal reports summarizing processing excepBons § Traffic and performance reports

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“People who know what they’re talking about don’t need PowerPoint” !

-‐ Steve Jobs

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from a deal that they want to do

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Case StudyStudent A is in charge of customer relaBons for Zara France. They have daily 100,000 customers in 50 stores + they have an e-‐bouBque. !They currently use SAP for CRM installed on servers located in their headquarters in Paris. The servers belong to Zara and they are managed by their IT team. Zara is interested to move to a cloud-‐based CRM. !Student B is in charge of sales for SugarCRM. Student C is in charge of sales for Salesforce. Both of them are presenBng their soluBons to Student A that will choose one of them

What to remember?

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Is this marke,ng?

“ THE AIM OF MARKETING I S T O K N O W A N D U N D E R S T A N D T H E CUSTOMER SO WELL THAT THE PRODUCT OR SERVICE FITS HIM AND SELLS ITSELF ” !

- PETER DRUCKER

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Something of value%good, service, idea

BUYER

Something of value%money, credit, labor

SELLER

The 4 Ps of Marke&ng

This is what you are offering to your target market

Channel your product will go through to reach the customer

The amount you will charge for your product

How you raise awareness with your target market

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Analyzing your customers

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Product driven

Large target market

Single step buying process, shorter sales

Brand identity created through repetition and

Emotional buying decision based on status, desire,

Mass Market / B2C

Relationship driven

Small, focused target market

Multi-step buying process, longer sales

Brand identity created on personal

Rational buying decision based on business

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What we used to believe !

Strategy

What we now know !

Strategy

Planning comes before the plan

Business Models


Process

Concept/!Seed Round"

Product Dev."

Alpha/Beta Test"

Launch/"1st Ship"

Product Introduction Model


Product Dev."

Alpha/Beta Test"

Launch/"1st Ship"

Marketing- Create com

materials!- Create positioning

- Hire PR agency!- Early buzz

- Create demand!

- Launch event!- Branding

Tradition - Hire Marketing

Tradition - Hire Sales


Product Dev."

Alpha/Beta Test"

Launch/"1st Ship"




- Create demand!


Sales - Hire Sales VP!- Hire first sales staff

- Build Sales organization


Product Dev."

Alpha/Beta Test"

Launch/"1st Ship"




- Create demand!




Business Development - Hire first Biz Dev - Do deals

Tradition - Hire Bus Development


Product Dev."

Alpha/Beta Test"

Launch/"1st Ship"




- Create demand!




Business Development - Hire first Biz Dev - Do deals

Engineering - Write PRD - Waterfall PD - Testing

Tradition - Hire Engineers

Waterfall Product ManagementExecution on Two “Knowns”

Waterfall Product ManagementExecution on Two “Knowns”

Requirements!

Design!

Implementation!

Verification!

Maintenance!Customer Problem: known

Product Features: known

What we now know !

Process

Most startups fail from a lack of customers than from a failure of

product development

Customer Development

Agile Development

+


Organization

Hire and build a Functional Organization

What we now know !

Organization

Startups run a Customer Development Team

No Sales, Business Development or Marketing

Value PropositionsWhat are you building? For who?

Customer SegmentsWho are they? Why would they buy?

Product Market FitDoes the Value Proposition match Customer

Segments?

ChannelsHow does your product get to your customer?

Customer RelationshipsHow do you get, keep and grow customers?

Revenue StreamsHow do you make money?

Key ResourcesWhat are your most important assets?

Key PartnersWho are your partners and suppliers?

Key ActivitiesWhat’s most important for the business?

Cost StructureWhat are the costs and expenses

Realize they are hypotheses

Guess! Guess!

Guess!Guess!

Guess!Guess!

Guess!

Guess!Guess!

The Minimum Viable Product

The Pivot

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MarkeBng is not about the Theory, it’s about Common Sense

hpp://www.fastcodesign.com/1665331/why-‐do-‐b-‐schools-‐sBll-‐teach-‐the-‐famed-‐4ps-‐of-‐markeBng-‐when-‐three-‐are-‐dead

MarkeBng is not about the Theory, it’s about Common Sense

http://www.fastcodesign.com/1665331/why-do-b-schools-still-teach-the-famed-4ps-of-marketing-when-three-are-dead

http://www.fastcodesign.com/1665331/why-do-b-schools-still-teach-the-famed-4ps-of-marketing-when-three-are-dead

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“ M a r k e t i n g i s t o o important to be left to t h e m a r k e t i n g department. ” !

- Seth Godin

What’s a startup?

3 types of startups

Lifestyle Startups

Lifestyle Startups

Work to live their Passion

Lifestyle Startups


Serve know customer

with known product

Lifestyle Startups


Serve know customer

with known product

No Exit potential

Small Business Startups


Work to Feed the

family


Work to Feed the

family

Serve know customer

with known product


Work to Feed the

family

Serve know customer

with known product

Limited Exit potential

99,9% of French companies

Scalable Startups

Scalable Startups

Born to be BIG

Scalable Startups

Born to be BIG

Solution for unknown customer

with unknown features

Scalable Startups

Born to be BIG

Solution for unknown customer

with unknown features

Huge Exit potential

Total Available Market > "300M

Typically needs Venture Capital

Growth Potential > "50M

A startup is a temporary organization used to search

for a repeatable and scalable business model

Steve Blank - Author, Entrepreneur

Startups are Not small versions of big companies

Startups Big Companies

Startups Big CompaniesSearch

Startups Big CompaniesSearch Execute


Metrics


Metrics Accounting


Metrics Accounting

Customer Validation


Metrics Accounting

Customer Validation Sales


Metrics Accounting




Metrics Accounting



Product Management


Metrics Accounting



Product Management

Agile Development


Metrics Accounting



Product Management

Agile Development Engineering

Entrepreneurship as a Management Science

Entrepreneurship as a Management Science

E-School instead of B-School

The first business school

1819

1908

First MBA1957

First European MBA

2008

> 100,000 MBAs / year

Business as a Management Science

Business Schools Topics

Business Schools TopicsExecution


Accounting


Accounting

Strategy


Accounting

Strategy

Product Management


Accounting

Strategy

Product Management

Engineering


Metrics Accounting



Product Management



Metrics Accounting



Product Management



Metrics Accounting



Product Management


Business Schools Focus on Big Company Strategies

Business Schools Limitations?

Business Schools Limitations?Most professors consult for large companies


Most believe startups are small versions of big companies


Most believe startups are small versions of big companies

Most B-school entrepreneurship programs are side-shows

1959

1996

2005

2011

> 100 incubators globally

Incubators !a Reaction to the lack of Practical University

Entrepreneurship

Startup Incubators

Startup Incubators

Experience vs. Theory

Startup Incubators


Goal: create a company and jobs

Startup Incubators


Goal: create a company and jobs

Curriculum: product development + best practices

So, what’s in there for you?

Or maybe still hesitating?

5 myths about working for a startup


1/ Smart people work for big companies





2/ Those who can’t get a job elsewehre join a startup







3/ You can’t get real learning experience if you work in a startup









4/ Startups don’t pay their employees











5/ The bigger the company you work for, the better your career chances are






5/ The bigger the company you work for, the better your career chances are

And if you already made your choice...

Startups are changing the world. Don’t miss the train

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http://facebook.com/daniel.jarjoura.1

http://www.danieljarjoura.com

mailto:[email protected]?subject=Hello

http://www.linkedin.com/in/danieljarjoura

Sales and Marketing for Engineers

Business

brand identity

real learning

job elsewehre

business schools

business schools

customer validation

agile development

customer development