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Developing New Opportunities for Technology Companies
John Savage4sight Business Development
14th June 2004
What we do
Help our technology clients to make the best marketing choices
Who we work with
What are their issues
How can I improve my chances of winning? Where should we focus our efforts?
How do we get into new markets?
Where are our best
chances of su
ccess?
All our business is with one big customer
Where are the best opportunities for my business?
How can I ensure that my marketing and sales
resources are being employed effectively?
You Have to Go Where The Money is!
Developing New Opportunities for Technology Companies
• Where do you start
• What are your options
• How customers chose a supplier
• Your proposition
• Getting the message across
Where do you start?
• Look at where you are today– What has worked?– What has failed?– Why do customers
buy from you?– What needs do you
address?
Where can you take the business?
• What kind of customers do you want to have?
• What does an ideal customer look like?
Balancing
Segments where you can
be an attractive supplier
Segments with customers
that match your ideal
How do customers chose?
Choosing a Supplier
• Industry Experience• Price• Financial Security• Personalities• References• Product/Service Fit• Quality• Technology
Standing out from the crowd!
• On the things that matter!
Your Proposition
• Based upon your business and technological capabilities
• Mapped against the needs of customers in chosen markets
• Clearly differentiated from the competition
Why should a customer chose you?
Getting the message across
• Who to?
• What language do they speak?
• What is the message?
• Choosing the right medium– Effectiveness– Costs
Marketing Communications
Website
Telemarketing
Exhibitions
Seminars
Brochures
Direct Mail
PR
Events
Entertaining
Summary
• Select segments with the kind of customers that you want
• Understand the needs of customers in the segment
• Understand how customers chose between suppliers
Summary
• Make your proposition stand out from the crowd – for the right reasons
• Make sure that your message is relevant to the customer and in the right language
• Chose the communication methods that work for your market
