Introducing technology to the market
I help technology companies with early-stage sales and marketing. The skill set required for commercialising a new product (from a startup or more mature organisation) is very different compared with traditional sales and marketing activities. Depending on the maturity of the product and organisation, we usually go through a number of stages.
The Business Foundations
You are busy building a product/prototype. Then it's time to check if there is a market for your product. But before contacting anyone (customer development), we need some foundations first.
Customer development is a combination of strategic business development and product development. When starting out, there are a lot of uncertainties about the product/market fit. Let's take your prototype and connect with innovators to validate the product with the market.
Inbound Marketing Engine
Once we are sure enough about the product/market fit, we must position you as a leader in your specific field. Potential customers do their own investigation these days, so we better give them the online content they seek. The result is an inflow of qualified leads.
Strategic Product Positioning
So, you have been working on a new technology. There are a few ways to position the company and the product in the market. Are we going to build a full company or just sell the intellectual property to a potential partner? How do we approach this?