Go to the Market

Entrepreneurship 101!

Presented by: ! ! ! ! ! !Murray McCaig! !Managing Partner! !MaRS Cleantech Fund! !mmccaig@marsvf.com! !Twitter: @murraymccaig!

Go-To-Market Strategy

4 quadrants of a successful go-to-market strategy!

What are you selling?!

What

Go-­‐To-­‐ Market

Who

Who are you selling to?!

How will you reach your target market?!

How

Where

Where will you promote your product?!

Developing

 a

 go-­‐to-­‐market

 strategy

 is

 an

 itera7ve

  process

 as

 each

 component

 impacts

 the

 other

Pg 3!

Case Studies!

Example MaRS clients for go-to-market case studies!

¨  Ultra low cost meter for measuring energy usage in buildings at the circuit board level! ¨  Cloud based data analytics and customizable user interface! ¨  Revenue grade!

¨  Electric bike that is ultra lightweight, foldable, and provides a unique ergonomic sitting position (e.g. its cool)! ¨  Premium priced!

Pg 4!

What

Go-­‐To-­‐ Market

Who

How

Where

What are you selling?!

Pg 5!

Whole Solution!

What part of the whole solution are you selling? Can you sell?!

Example! CircuitMeter!

¨  What is the whole solution to the end user?! ¨  What portion of the whole solution can you deliver?! ¨  Are partners readily available for delivering the whole solution?!

Services

Value

 Added

 Services

  Tenant

 Billing

 System

  Service

 &

 Support

  Installa7on

  Cloud

 Based

 UI

  Core

 Product

  Data

 Analy7cs

  So>ware/Firmware

  Hardware

Value Proposition!

What are your unique product BENEFITS?!

Value = Benefits - Costs!

¨  Value proposition MUST be based on the part of the WHOLE SOLUTION you intend to sell! ¨  What UNIQUE benefits does your product/whole solution provide in comparison to other competitors?! ¨  Typically compete on either (1) cost or (2)...