Homework• Segmenting: define segments – Target Market– What defined them – 4P

• Product• Place• Price• Promotion

• Targeting: choose the right segment(s) for you – Target segment– Define internal criteria (financial cohort)

• ROI, CAC, LTV, MRR, CYCLE TIME• Barriers to enter• Segment overshuting

• Define segment atributes – hipotesis for tipical and target

Jun-15Jul-1

5

Aug-15

Sep-15

Oct-15

Nov-15

Dec-15

Jan-16

Feb-16

Mar-16

Apr-16

May-16

Jun-16Jul-1

6

Aug-16

Sep-16

Oct-16

Nov-16

Dec-16

Jan-17

Feb-17

Mar-17

Apr-17

May-17

-30,000 €

-20,000 €

-10,000 €

- €

10,000 €

20,000 €

30,000 €

40,000 €

MRR / MRC

Financial cohort

Functional Technical

High Sales executive 1 CTO 3

Low Logistics 2 IT Staff 4

PAIN GAIN

Empathy Map

How much we are going to

sell?

I’m tired of predicting

sales

Do I have to pay for the use

of this service?

Will this ad work to my schedule?

How is this that you do different from other providers?

Is it secure?

Why don’t you give us the

same prices?

Sales plansSales reports

How much we gain?

How much we gain?

When you are ready, we have to present to CEO

Isn’t that the same as…

Digital..that’s hard

Sales plan - predictions

Cost of unsold goods

Who is buying the most

Which commercialist are performing best

Work on meaningfull

solutions

Improve sales results

Logistics are hard

Better client service

Partner collaboration

PersonaPersona HEKOVNIK Startup School Name: Janko Skube Problems Journey stories

Title/Key Role: Sales Director

They have a problem with manualy planning the sales volumes and predicting the needed production. They have problems with distibution costs for smaller quantities of goods. They do not have IT department that would automate the production amounts.

They are predicting the sales 3 times a year manualy wit Excel. They have commercialists that are on the terrain selling in person and the goods that are not sold are being destroid.

Age: 45-50

Gender: Male Other Relevant facts: Realist, honest and interested in solutions, willing to help

Goals/Benefits Triggers/Emotions

They would like to improve their sales results and minimise the costs that dead stock represent and with that imprue their forecasts.

Their aim is to increase the sales of dead stock.

PlanningPlanning Sales

Unsold inventar

Distribution costs

Buyers network

Sales platform

Distribution

Help them reach the plans

Increased profits

Lower costs

25K

2K

1K