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Ceyda Technologies' Accelerated Commercialisation Framework. Developed to assist Technology & Services Companies successful commercialise their product and services
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© Ceyda Technologies 2008
The “Accelerated CommercialisationFramework” (ACF) by Ceyda Technologies
Author: David Sinclair Ceyda Technologies 19th September 2008
© Ceyda Technologies 2008
Agenda
� [Introduction]� [The “Accelerated Commercialisation Framework” (ACF)]
� [Pre-Commericalisation]
� [Product / Services Strategy]
� [Strategic Marketing]
� [Marketing Strategy & Execution]
� [Marketing Planning]
� [Sales Strategy & Execution]
� [Opportunity Management]
� [How we deliver]
� Engagement Process� Summary of Framework � Benefits of Working with Us� Contact
© Ceyda Technologies 2008
Introduction
� Most technology business lack
� Key Commercialisation & Sales & Marketing skills
� “Build it and they will come” is NOT a viable strategy
� Access to a key consistent framework is difficult
� Access to skills is problematic
� Technology Myopia is predominant
� The Company Lifecycle (incomplete)
� Start up => Integrated Corporation
© Ceyda Technologies 2008
“ACF” Snap Shot
OPPORTUNITYMANAGEMENT
SALESEXECUTION
MARKETINGPLANNING
PRODUCTSTRATEGY
PRECOMMERCIALISATION
STRATEGICMARKETING
SALES &MARKETINGSTRATEGY
� [Provides for process and outcome management]
� [Accessible in Adhoc or Programmatical manner]
The Company Lifecycle Start-up Integrated Corporation
© Ceyda Technologies 2008
Pre-Commercialisation Process
PRODUCTDEFINITION
1 IP ASSESSMENT 2TANGIBLE OR
INTANGIBLE3
PRODUCT
OR SERVICE
ATTRIBUTES DEFINITIONinput PRODUCT
STRATEGYPROTECTION VIABILITY
4OFFER
DESCRIPTION
A BA A
B FACILITATION
A CAPABILITYPRE
COMMERCIALISATION
© Ceyda Technologies 2008
Best Practice & Key Metrics
� [Intellectual Property Assessment][Asset or Liability.]
� [Commercial Viability][Investment, Scope, Size and Access to Market.]
� [Attributes] [Form and Function.]
� [Define Offering][Offering = Market Attractiveness.]
[Pre-Commercialisation]
© Ceyda Technologies 2008
Product Development Strategy
STRATEGICMARKETING
1SCOPE OF
OFFERING 2TECHNOLOGY
FRAMEWORK
METHODOLOGY3
TECHNICAL
CONTENT
APPLICATION
VALIDATE RELEASE MARKET READYDEFINITION DEVELOPMENT
4COMMERCIAL
READINESS
B ABB
B FACILITATION
A CAPABILITYPRODUCT
STRATEGY
© Ceyda Technologies 2008
Best Practice & Key Metrics
� [Definition][Clearly defined scope.]
� [Development][Consistent approach across methodologies & technologies]
� [Validation] [Scope, viability and market relevance.]
� [Commercial Release][Packaging, content & preliminary commercials.]
[Product Development]
© Ceyda Technologies 2008
Strategic Marketing Process
SALES & MARKETINGSTRATEGY
1MARKET
IDENTIFICATION
& ANALYSIS2
TOTAL
ADDRESSABLE
MARKET3
INDUSTRY
GEOGRAPHY
OR SOLUTION
MARKETSEGMENT
TARGETMARKET
input REVENUEPOTENTIAL
MARKETDEFINITION
MARKETSIZE
4CUSTOMER
DEFINITION &
ATTRIBUTES
A AAA
B FACILITATION
A CAPABILITYSTRATEGICMARKETING
© Ceyda Technologies 2008
Best Practice & Key Metrics
� [Market Definition][Snap shot Analysis and Assessment.]
� [Market Sizing][Consolidated Assessment.]
� [Market Segmentation] [Presumption of need - geographic, industry or solution.]
� [Target Market][Validation for need and selection.]
[Strategic Marketing]
© Ceyda Technologies 2008
Marketing Strategy & Process
MARKETPLANNING
1CORE
MESSAGING2
VALUE
PROPOSITION3
STRATEGY
GENERATION
STRATEGYDEVELOPMENT
MESSAGETESTING
inputMARKETMESSAGING
MARKETPOSITIONING
4AWARENESS
DEVELOPMENT
STRATEGYEFFECTIVENES
A AAA
B FACILITATION
A CAPABILITYMARKETINGSTRATEGY
© Ceyda Technologies 2008
Best Practice & Key Metrics
� [Messaging][Core message & association of offering.]
� [Positioning][Clear proposition of value.]
� [Strategy Development] [Define objective and approach.]
� [Message Testing][Initial value response and awareness ]
[Marketing Strategy]
© Ceyda Technologies 2008
Marketing Planning & Process
MARKETAWARENESS
1FREQUENCY
& REACH2
MEDIA &
METHOD3
CONTENT
GENERATION
MESSAGEDEVELOPMENT
MESSAGINGEFFECTIVENESS
inputMESSAGINGSTRATEGY
MESSAGEMEDIUM
4RESPONSE
RATES
BRANDASSESSMENT
A AAA
B FACILITATION
A CAPABILITYMARKETING
PLANNING
© Ceyda Technologies 2008
Best Practice & Key Metrics
� [Messaging][Who and how many times?]
� [Medium][Type, access and value.]
� [Content] [Structure, form and quality.]
� [Effectiveness][Return on medium and message.]
[Marketing Planning]
© Ceyda Technologies 2008
Sales Strategy & Process
OPPORTUNITYMANAGEMENT
1DIRECT OR
INDIRECT2
PROCESS &
OPERATIONS3
DEMAND
TESTING
INITIALBUSINESS
DEVELOPMENT
input DEMANDGENERATION
SALESMODEL
BUSINESSDEVELOPMENT
PROCESS
A AA
B FACILITATION
A CAPABILITYSALES STRATEGY
& EXECUTION
© Ceyda Technologies 2008
Best Practice & Key Metrics
� [Model][Direct or indirect (Channel development).]
� [Sales & Business Develop Operations][Process & Management models.]
� [Early Stage Business Development] [Initial Demand Test ]
[Sales Strategy]
© Ceyda Technologies 2008
Opportunity Creation & Management
CUSTOMERACQUISITION
1METHODOLOGY
ADOPTION2
QUALIFY &
FORECAST3
BUILDING
RAPPORT
RELATIONSHIPDEVELOPMENT
CONTRACTEXECUTION
input REVENUEGENERATION
BUSINESSDEVELOPMENT
PROCESS
PIPELINEDEVELOPMENT
4CLOSING
DEALS
A AAA
B FACILITATION
A CAPABILITYOPPORTUNITYMANAGEMENT
© Ceyda Technologies 2008
Best Practice & Key Metrics
� [Business Development Process][Methodology Adoption.]
� [Pipeline Development][Qualify & Forecasting = Growth.]
� [Relationship Development] [Building client confidence.]
� [Contract][Negotiation and Close.]
[Opportunity Management]
© Ceyda Technologies 2008
How we deliver
� [Packaged or Adhoc service delivery]
� [ACF components modular or complete]
� [Vertical & Horizontal integration available.]
� [Provides process and outcome management]
� [Available in Adhoc or programmatical manner]
© Ceyda Technologies 2008
Engagement Process
Recruiter Team)
Meeting & Assessment
Proposal Generation
Discovery &Integration
Proposal Acceptance
Process &Outcome
Management
Review &Assessment
OpportunityGap
Proposal
ScopeCompletion
© Ceyda Technologies 2008
Engagement Process
Recruiter Team)
� ACF Delivery Options
� *Option 1- Core2Content Package
• Minimum fee - $30,000 + GST
• Covers x-section of ACF process• Package Business Plan & Strategy
� *Option 2 - Context2Content Package
• Minimum fee - $7,500 + GST
• Any single module of ACF
*Note: Excludes Sales Execution & Opportunity Management
Pro
vid
ed b
y
C
eyd
a T
echnolo
gie
s
© Ceyda Technologies 2008
Engagement Process
� ACF Delivery Options cont..
� Option 3 – Content2Customer
• Initial Business Development
• Minimum 3 month contract
• P.O.A.
� Option 4 - Context2Customer
• Sale Execution / Opportunity Management
• Minimum 12 month contract
• P.O.A.
Pro
vid
ed b
y
T
echnolo
gie
s2
Mark
et.
com
© Ceyda Technologies 2008
Summary of Accelerated Commercialisation Framework
TM
MARKETINGPLANNING
1
PRODUCTSTRATEGY
PRECOMMERCIALISATION
STRATEGICMARKETING
SALES &MARKETINGSTRATEGY
11 2 2
OPPORTUNITYMANAGEMENT
SALESEXECUTION
1 1
33
3 3
2 FACILITATION & DEVELOPMENT
1 PROCESS & OUTCOME
3 KNOWLEDGE & LEARNING
Our Capabilities
© Ceyda Technologies 2008
Who is Ceyda Technologies?
� [Niche Consulting Company]
� [Founded September 2006]
� [Specialists in IT & T Industry]
� [Over 50 years of commercial & management experience]
� Market & Business Development� Sales & Marketing Training� Business Advisory & Consulting� Commercialisation
� [Clients:]
� Global & Local Technology Vendors� Academic Institutions� Start Ups & Venture Companies
© Ceyda Technologies 2008
Benefits of working with us?
� Consistent Approach
� Specialised Framework and Methodologies
� [Access to high value skills and expertise]
� Project or opportunity based
� [Tactical or Strategic Engagements]
� Flexible delivery model
� [Limited additional overheads]
� Contract for outcomes
� [Low risk engagement models]
� Accelerate returns for initiatives
© Ceyda Technologies 2008
Contact information
� David Sinclair
� Founder & Director
� +61 412 227 895
� http://www.ceyda.com.au
THANK YOU