echelon asia summit 2015: build your multi-$b category outside of the valley
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Overall (20) Category Creators (10)
Non-Category Creators (10)
$0 $1 $2 $3 $4 $5 $6
$3.40
$5.60
$1.20
CNN/Fortune top 20 fastest growing companies
Category creator premium
Category creators: 5X valuation premium on revenue growth!
Incremental market cap per $1 of additional revenue
Source: Cambridge Partners in HBR Blog, 09/2011Mark Organ@markorgan // @influitive
Tesla BMW Group
Daimler AG
VW Ford GM $0K
$200K
$400K
$600K
$800K
$1,000K
$1,200K
$1,400K
$1,600K
$1,800K $1,630K
$35K $33K $10K $9K $6K $0K
* Fisker filed for chapter 11 protection in Nov 2013Source: Yahoo! Finance, Corporate filings, Analyst reports; Market caps are USD & as at Oct 2014
Fisker*
Market capitalization / global 2013 unit sales
Successful category creator >> ENTIRE VALUE of previous category!
Mark Organ@markorgan // @influitive
a transformational experience
+driven by disruptive forces
MY DEFINITION OF A CATEGORY:For a distinct segment of the market,
A revolutionary business model
Mark Organ@markorgan // @influitive
Green-conscious, technophile early adopter car enthusiasts
All-electric drive with equivalent/superior performance to BMW7-series/Benz S-class
• Custom car ordering online, direct• Supercharging / battery switching stations• Continuous deployment of upgrades
• Lithium-ion battery innovation• Cloud computing
TESLA: Electric high-performance luxury cars 2010-2013
Mark Organ@markorgan // @influitive
High-growth, cash-strapped B2B companies largely in Bay Area
Acquire and deploy good-enough CRM successfully in days instead of years
• Monthly subscription by user• Continuous deployment of upgrades centrally for all customers
Cloud / internet delivered software
SALESFORCE.COM: Cloud CRM, 1999-2004
Mark Organ@markorgan // @influitive
Process and lead-gen oriented (demand gen) B2B marketers
Automatically nurture prospects, guided by their behavior, until sales-ready
• Monthly subscription, scaled by user• Continuous deployment of upgrades centrally for all customers
• Cloud-delivered software• Automated filtering of phone and mail
ELOQUA: Cloud marketing automation 2005-2013
Mark Organ@markorgan // @influitive
Advocate marketers and the advocates they serve
Advocate-centered, comprehensive and self-service experience
• Monthly subscription, scaled by advocate activity• Continuous deployment of upgrades centrally for all customers
Pervasive social web
INFLUITIVE: Advocate marketing platform 2010-2???
Mark Organ@markorgan // @influitive