webstart08
DESCRIPTION
Web.Start 2008 Zagreb CroatiaTRANSCRIPT
![Page 2: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/2.jpg)
Kako organizirati marketing i prodaju u startupu?
Kako konkurirati na globalnom tržištu?
Kako zaobići nepovjerenjeprema startupu?
Kako zaraditi na Webubez Google AdSense?
Kako...?
10 preporuka
![Page 3: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/3.jpg)
Marketing
Prodaja
Leads
![Page 4: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/4.jpg)
B2C B2B
![Page 5: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/5.jpg)
IT Usluge Rješenja ProizvodiOutsourcing
Licenses / SaaS / Embedded / Appliances
Usluge ili proizvodi?
Custom development
![Page 6: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/6.jpg)
Gdje pripadate?Usluge ili proizvodi
B2B ili B2C
#1
![Page 7: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/7.jpg)
•3 proizvoda
•6 zaposlenih
•1200+ organizacija -
kupaca u 60 zemalja
3M, Motorola, Kodak, IBM, American Electric Power, US Navy, Ernst & Young, Deutsche Bank, Samsonite, UN...
(i 3 u Hrvatskoj)
Proizvodi za IBM Lotus collaboration platformu
![Page 8: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/8.jpg)
Fokusirati
Fokusirati
Fokusirati
...
![Page 9: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/9.jpg)
Fokusirati i
Globalizirati
![Page 10: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/10.jpg)
Startup treba težiti poziciji globalnog leadera u svojoj kategoriji.
Preambiciozno? Suzite kategoriju!
#2
![Page 11: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/11.jpg)
Što razviti iza koga?
1. Uska niša, globalno tržište
2. Kupci koji sami nalaze i kupuju softver na webu
3. On-site podrška nije nužna
4. Odmah vidljiva korist
5. Mali rizik za kupca
6. Kraći ciklus prodaje
7. B2B
(startup 2000)
![Page 12: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/12.jpg)
Marketing prije razvoja:
Pozicioniranje
![Page 13: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/13.jpg)
Za [profil korisnika]
koji žele [cilj ili rješenje sadašnje situacije];
naš proizvod je [kategorija]
koji pruža [najvažnija korist].
Za razliku od [konkurencija ili alternativa],
mi donosimo [prednosti].
![Page 14: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/14.jpg)
For end users, developers, distributors, enterprise users
For the enterprise user
Who accesses the web
Firefox is a web browser
That provides the best user experience from a corporate environment
Unlike Microsoft Internet Explorer, Opera and Apple Safari
Our product is the most open, secure, standards compliant, intuitive and innovative browser
http://wiki.mozilla.org/Firefox3/Firefox_Requirements
1/4:
![Page 15: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/15.jpg)
Ne dopustite da kreativac u vama “minira”
pozicioniranje
![Page 16: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/16.jpg)
• Google AdWords:pozicioniranje u25+35+35 znakova
• Primjer:YouTube for PowerPoint(SlideShare.net)
![Page 17: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/17.jpg)
Pozicionirajte se u odnosu na nešto što je dobro poznato i istaknite svoje razlike.
Loše: “me too”. Puno bolje: alternativa.
#3
![Page 18: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/18.jpg)
Kako zaobići nepovjerenje prema startupu?
![Page 19: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/19.jpg)
Kako zaobići nepovjerenje?
1. SMB
2. Enterprise: bottom-up, viral
3. Case studies & testimonials
4. Preko većeg partnera ili investitora
5. Preko custom rješenja (samo oko proizvoda i bez dugoročnijeg vezivanja)
6. “Pokaži mi kako ću se skinuti s tog softvera i kupujem ga!”
![Page 20: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/20.jpg)
Kako privući korisnike?
![Page 21: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/21.jpg)
Izvori leadova1. PPC: Google2. Word-of-mouth; Offline promotion; Resellers3. Google search4. Email: SWING Newsletter (in-house list)5. Web catalogs6. Sponsored newsletters; Exclusive mailings
![Page 22: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/22.jpg)
“Većina firmi će nastaviti ili povećati email kampanje, koristeći vlastite popise primatelja.”
- Povećati: 52% - Nastaviti: 45% - Smanjiti: 3%
(Izvor: MarketingSherpa, 3/2008)
![Page 23: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/23.jpg)
#4
Isprobajte različite oblike promocije.
(Ne samo SEO i SEM)
![Page 24: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/24.jpg)
Impressions
Visitors
Leads
Customers
CTR%
LCR%
SCR%
CPM
CPC
CPL
CPCA
Avg$
Što mjeriti?
![Page 25: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/25.jpg)
Impressions
Visitors
Leads
Customers
2%
5%
8%
1000 impr. < $80
1 visitor < $4
1 lead < $80
1 customer < $1000
Avg$ = $2,000Advertising: 50%
Primjer:
![Page 26: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/26.jpg)
![Page 27: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/27.jpg)
Mjerite isplativost svake kampanje.
Uvijek tagirajte URL.
#5
![Page 28: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/28.jpg)
Kako smo proveli istraživanje tržištai prikupili:
500 leadova u mjesec dana, prije izdavanja v1.0i još
1000+ leadova u idućih nekoliko mjeseci
![Page 29: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/29.jpg)
![Page 30: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/30.jpg)
Promovirajte blog, white paper, case study... a ne samo proizvod.
(Ne trošite vrijeme na company brand.)
#6
![Page 31: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/31.jpg)
Kako smo proveli promotivnu kampanju
tako što smo jednu ideju
iz B2C prenijeli u B2B svijet...
![Page 32: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/32.jpg)
TELL A FRIEND and Share Rewards!
![Page 33: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/33.jpg)
TELL A FRIEND and Share Rewards!
Vrijeme: 10 mjeseci
Rezultat: $0.00
![Page 34: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/34.jpg)
Iste metode ne daju iste rezultate u B2B i B2C.
#7
![Page 35: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/35.jpg)
$1,000
$20,000
Try-and-Buy
Inside Sales•Email•Tel. (VoIP)•Chat/IM•Web conf.
Kako prodavatisoftver?
Online demo ili trial nije dovoljan;(isto za SaaS)
Field Sales
$70,000
![Page 36: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/36.jpg)
B2B: uvedite aktivnu prodaju i više načina plaćanja.
(Ne inzistirajte na plaćanju karticom.)
#8
![Page 37: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/37.jpg)
Aktivna prodaja: odakle početi?
1. Follow-up2. Prodaja je konverzacija 1:13. Leadove u lijevak4. Treba nam alat: CRM
(isto vrijedi i za SaaS)
![Page 38: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/38.jpg)
1. login: 1st follow-up
3. dan: No login follow-up
5.-7. dan: Personal follow-up
14. dan: Trial expiry reminder
...
![Page 39: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/39.jpg)
Hi...
How are you going with <product>? Any problems or questions?
You have indicated that... <goal/need>
This is my last email...
![Page 40: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/40.jpg)
Prodaja je dijalog
1. Precizirati cilj ili problem korisnika
2. Razgovarati o scenarijima
3. Ponuditi: case study, web conference, live demo
![Page 41: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/41.jpg)
Unqualified Lead
Qualified Lead
Closing Stage
Commited Sale
![Page 42: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/42.jpg)
Definirajte proces prodaje i koristite CRM softver.
Zanemareni leadovi su izgubljene prilike.
#9
![Page 43: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/43.jpg)
Prodajni kanali:
• VAR (Value Added Reseller)
• Corporate Reseller(SHI, Insight, Softchoice)
• OEM
![Page 44: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/44.jpg)
Reselleri su važni, ali ne mogu sasvim zamijeniti Inside Sales.
(Osim ponekad OEM.)
#10
![Page 45: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/45.jpg)
I još nešto za kraj...
![Page 46: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/46.jpg)
Servisi koje koristimo u M&S:
• Capterra
• Campaign Monitor
• PRWeb
• LivePerson
• GoToMeeting
![Page 47: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/47.jpg)
![Page 48: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/48.jpg)
![Page 49: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/49.jpg)
![Page 50: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/50.jpg)
![Page 51: WebStart08](https://reader038.vdocuments.mx/reader038/viewer/2022110119/556383ecd8b42acc128b4763/html5/thumbnails/51.jpg)
GoToMeeting