Startup ignition book summary

Startup Ignition

David Newberry

“Startup Ignition” is a book by David Newberry

It is a recipe for

GROWTH

543,000 new businesses start up every month in the USA!

… but how many make it?

70% survive 2 years

50% survive 5 years

Just 3% make it big

So how do you plan for

Success?

The Opportunity

The Brand

Achieving GROWTH

Stimulating GROWTH

Accelerating GROWTH

Sustaining GROWTH

So how do you plan for

Success?

The Opportunity

The Brand

Achieving GROWTH

Stimulating GROWTH

Accelerating GROWTH

Sustaining GROWTH

“In marketing I've seen only one strategy that can't miss - and that is to market to your best customers first, your best prospects second and the rest of the world last.” John Romero

“Stories”

Market success cannot be achieved with

Faster

Better

$$$$

Real breakthrough requires differentiation in problem solving

and value delivery

Understand the problem1

The WHY? Define the problem

or need to be addressed

The HOW?

The WHAT? Identify the

differentiated solution that is required

Confirm how value will be delivered

Confirm the urgency of the need2

The AS IS (Current status)

The TO BE (Future status)

Potential value

Potential value; how much is available to be unlocked?

Problem

Growth

Response mode; what is the level of pressure to respond?

… the bigger the discrepancy

… the more pressure to respond

… the more urgent the need

Bring differentiation3

Develop a differentiated problem-solving position that is supported by your product or service

not tactical needsnot lists

not requirementsnot productsnot activities

not wordsnot fact after factnot feature based

Strategic valuesThemes

Buyer’s problemSolutionsOutcomes

StoriesCrisp messaging

Thought leadership

Establish market leadership4

“Market the VisionSell the Solution”

“Name the category”

“Thought leadersh

ip”

“Customer stories”

“Clarity of m

essages”

“Unique approach”

“Consistency”

Paul Welch

“Be number one, or number two or get out.”

Success is predicated onfinding the smallest market

with highest potential

where you can quickly be “perceived” as the leader

Maintain Focus5

Customers demanding new features

Don’t be distracted

Unqualified prospects

Approaches for partnerships

Meeting requests where

no urgency

FOCUSFocusFocus

FocusFocus

FocusFocus

1. Understand the problem

2. Confirm the urgency of the need

3. Bring differentiation

4. Establish market leadership

5. Maintain Focus

..in the words of Mario Andretti“If everything seems under control, you’re just not going fast enough”

… and remember

Thank You

Please download the free book hereStartup Ignition

It is also available in iBooks

David Newberry is the founder of Market-In360 and can be contacted at [email protected]