Welcome to Go-to-Market &

Scale!
 Agenda

• President Updates
• Leaderboard
• Speakers
• Q&A
• Hotseat pitching – 3 minutes timed.
 Team President Updates

Yellow Group: Gregory Milla

Purple Group: Russ Makhauri
Green Group: Thomas Timotheou
White Group: Marianna Barcenas
 Leaderboard
1. Green - Rated 3.48
4.09: Holly Stephens
3.90: Scott Lever
3.53: Amit Puri
3.32: Francois Paillier
2.57: Thomas Timotheou
2. Purple - Rated 2.82
3.18: Roisin Mc Carthy
3.11: Russ Makhauri
2.58: Joseph Heade
2.41: Michael Lawal
3. Yellow - Rated 2.74
3.06: Caroline Pires
2.68: Stef Hajipieris
2.47: Gregory Milla
4. White - Rated 2.64
2.87: Josephine Waddington
2.77: Steven Cox
2.71: Marianna Barcenas
2.47: Lobsang Lama
2.39: Paul Watts
Speaker Panel

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 A SCIENCE-BASED GO TO
MARKET STRATEGY
PLANNING
Emin Can Turan
ecturan@gmail.com
+44 (0) 7810 210 481

All rights reserved by

Awarded SME Marketing Strategy of 2017 - UK Turan Management Consultancy
Author

Marketing

Leadership Data and

Advisory Insight

All rights reserved by

STRICTLY PRIVATE & CONFIDENTIAL Turan Management Consultancy
 OVER 90% OF ALL SMEs FAIL

Top Reasons Why

MARKET NEED/FIT 42%

RAN OUT OF CASH 29%

BAD MARKETING 14%

STRICTLY
STRICTLYPRIVATE
PRIVATE&&CONFIDENTIAL
CONFIDENTIAL
 GTM Methodology

Strategy Consulting
The field of corporate strategy
development, strategic
decision making and execution
of strategic plans

The McKinsey & Co for

young tech companies

STRICTLY
STRICTLY PRIVATE
PRIVATE & CONFIDENTIAL
& CONFIDENTIAL Apple
FOR BUSINESS
iPHONE 11 PRO

All rights reserved by

STRICTLY PRIVATE & CONFIDENTIAL Turan Management Consultancy
Positioning THIS SESSION
PINPOINTING TOUCHDOWN POSITION

Value Propositions

Targeting Plan

Content Creation

Marketing Tactics

Data and Insight

STRICTLY
STRICTLYPRIVATE
PRIVATE&&CONFIDENTIAL
CONFIDENTIAL
The enlightened ruler lays his plans well ahead; the
good general cultivates his resources

Sun Tzu
Segment Value
Ven Diagram Segment Differentiators
PDAs Define your segment if it is not already defined

• Organised Smartphone
Example: The Palm
• Convenient
• Control • Unparalleled control
• Multi-dimensional connectivity

• Intelligent and powerful

Value Key Segment Needs

Disruption
Segment
Mobile Define the unaddressed needs of the segment

Phones Notebooks
• A level of computational power and
• Connectivity • Multi-functional connectivity without sacrificing convenience
• Simple • Powerful
• Durable • Mobile • Something that is multifunctional yet
simple, which makes you organised

• A thing that is mobile and durable, which

Example: Nokia Example: Dell
can give me control over my life
Incumbent segments and their key benefits to society

STRICTLY PRIVATE & CONFIDENTIAL

 Value

Critical Success Factors

Decision Making Analytics - Market Disruption
Segment

All rights reserved by

STRICTLY PRIVATE & CONFIDENTIAL Turan Management Consultancy
 PESTLE Analysis + The New Sales Imperative

GeoMarket Tech

Readiness
Readiness

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STRICTLY PRIVATE & CONFIDENTIAL Turan Management Consultancy
 Hofstede Model of Culture

Beachhead Tech +
8.43
Product Market Fit
Feedback gathering
8.57
Possible Diversification
8.27
Product Market Fit
Feedback gathering
New features
Tech + SMEs Tech Companies
SMEs

and
Product dev. Market agnostic Product dev.

+
NYC,
Automotive USA Top 10 NYC + LDN + AMS,
+
Year 3 NY BNLX

Product Fit
London, UK
USA

Product Market Fit

Feedback gathering 8.63 8.77 8.5
Product dev. Product Market Fit
Tech + SMEs Tech + SMEs Tech Companies Feedback gathering
Product dev.
Year 2
NYC, NY NYC + USA NYC + London,
Top 9 Cities UK
USA
M
PM Fit
ar
""
ke
t P

n
Product Market Fit

io
8.85
Feedback gathering

ns
en

Product dev.

a
et

Tech Companies

xp
r
at

t E
io

Year 1
n

NYC,

ke
ar
NY

M
eo
USA

G
Tech Company Score + USA Score) / 2 Point of Entry

STRICTLY PRIVATE & CONFIDENTIAL All rights reserved by

What are some of the previous results?*

of the startups received an investment ranging from

40%
£100k up to £1.3 mil post workshop

of the startups increased their sales as a result of

80% rolling out their new strategy

decrease in overall marketing resources (£) across

55% execution-related activities

increase of marketing qualified leads (MQLs) volume

364% through Inbound - Owned Tactics

increase of marketing qualified leads (MQLs) value (£)

270% through Inbound - Owned Tactics

decrease in cost per acquisition (CPA) of leads

62% across Paid Tactics

open rate and 12% inquiry-to-lead through cold e-

29% mail campaigns - Direct Tactics

*Based on results averaged across 10 UK-based SMEs post 6-month implementation of the strategy and execution plan obtained from the full 3-day Management workshop and execution by Emin Can Turan
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The World’s Premier Pre-Seed
Startup Accelerator

FI.co | #FIWorldwide
 Deadly Marketing
Weapons
Shortcuts To More Sales With Less Effort
5 Elements Of Scalable Marketing
Success

23
Influence and Advanced
Buying Psychology

ACT

BUY

COMPLY
The Only 2 factors That Drive a business forward

“Marketing and innovation

are the only two factors
that drive a business
forward. Everything else
is a cost.”
.

Peter Drucker
$22 Billion
What is SME Marketing?

NOT about getting your word out

It’s about getting the RIGHT

message to the right people
at the right time.

It’s about educating potential/existing

customers on why your product is the
best option
and why they need it NOW.
Brand Type Marketing

Hard or impossible to
measure the effect of
one ad or even a campaign

Works ONLY when you

have huge budgets and
people see you
EVERYWHERE
“Half the money I spend on
advertising is wasted; the
trouble is I don't know which
half.”

John Wanamaker
Direct Response You can measure effect of single ad.

Flexible Nimble. Perfect for SME’s

Not about looking cool…

it’s about understanding
how to trigger BYING behavior and action
NOW!
5 Elements Of Scalable Marketing Success

32
 1. Influence and Brain buttons

104 Cognitive Biases

At least 26 relates to
buying behavior
1. Influence and Brain buttons

VS
Von Restorff
effect

jhr lna igh fgw ket grw 172 opq

adr
2. Words

Whether it’s politics religion,

movements or business, words
drive human behavior.

Words trigger
emotion, emotion
drives behavior.
 The story of the horses head
(And other cheap stuff)

Bought on Ebay for 99p

200 items for a total $129

No Story With Story

Horses head=99p Horses head = $67

200 items =$128 200 items = $8000
 The wall street journal letter
The right words
create fortunes $2-3 billion in revenue
throughout 28 years
Put more Romance into your life
300%
Vs increase in
Puts more romance into your life response
Understanding words (copywriting)
is the super highway to higher profits

NOT GRAPHICS or WHERE

Understanding Words will set you free.

“The other
guys looked
at me like
I just
discovered
fire”
 How do you create so much desire in
them that they respond to your ad
NOW?

Communicate directly
to their subconscious desires.

Change the objective of

what you are trying to
Accomplish/”Sell”.
 Get attention

Get the lead

Build Trust.

Sell

Resel
l
Get Attention

Get The lead

Build Trust/educate

Sell/Close

Resell/Reclose
Get Attention

Get The lead

Build Trust/educate

Sell/Close

Resell/Reclose
The journey cannot
be too steep
If it’s too steep
it’s too scary
4. Automate

Unless you automate your

marketing you will never
be able to scale and be free
 Manual Marketing

Writing blog posts and other content

Interacting on Social media
Going To Networking Events
Speaking Gigs
5. Paid Advertising

The only way you can Scale

Quickly
Predictably
sustainably
Questions?

53
Questions?

56
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 Hotseats

5 - Willing to invest. This will be a $50 MM or more.

4 - Willing to meet with the Founder and become an advisor. You

believe the company could become a $50 MM or more.
3 - We do not give threes.

2 - Pitch needs improvement and the founder hasn’t demonstrated the

company is worth $50MM.

1 - Idea is “Facebook for Cats” Pitch is terrible. Company will not scale
to anything worthwhile.