Workshop 10: Go-to-Market Session IDEA EN

Hello everyone hello hi so today we have with us mros hosana is a season marketing and sales leader who experience SP more than a decade in marketing business development and category management uh he work in un liver across Sudan Egypt and South Sudan uh ham also had a master degree in enterpreneurship in up Sala University in Sweden so we will uh join us today to give you open a discussion about go to market session what is it go market system and what you need to do uh regarding to prepare everything that you learn throughout the

course be ready to launch your Product and things at the market welcome the is thank you thank you y um first I'd like to uh to welcome you all to the goto Market strategy session um uh I'm very happy to be giving the session today and um it's a pleasure to be part of uh of uh your journey guys in this program um I've already had the opportunity to meet some of you guys During the coaching sessions and enjoyed learning about your business ideas and uh yes I'm excited about today uh today we we're going

to Deep dive in the goto Market plan and I hope this session will help you and assist you uh in planning your and drafting your business plan so let's start um so today we're focusing on um on one of the most critical I believe components of your business uh plan Which is the goto Market plan um in this session we um we will break down like we will break down what a goto Market strategy is and why it matters um the core objective of a goto Market plan um how to identify and understand your market

segments sales channels and competition and also the fundamentals of of building strong customer relationships and effectively reaching your target audience Uh we will also cover some key Concepts like customer acquisition cost and the north north star metric and uh finally we we're going to wrap up the session with the goto Market um uh model canva which is a uh more of a practical framework that will help you design um a like a solid uh hopefully a solid goto Market strategy for your businesses so yeah let's let's let's get started uh so yes like before we

uh before like We Deep dive or dive deep in in in in in in the topic I'd like to ask you like how many of you guys have an uh amazing product or service idea but aren't entirely sure about how to bring how to bring it to Market uh or andand it successfully uh and and how many also I believe like um have already started and launched their product or services but struggle to reach out to the right um customers well you don't will have to answer but I believe there is um I Believe here

is where the a go to market strategy or go to market plan comes in so a go to market strategy is more than just like a launch plan but it's more of um a blueprint that that that that should Define how you will introduce your product or service to the market um introduce it in a way that that that that like drives a Maximum Impact so um it should be designed to answer um like key questions like who is your ideal customer like how will you Reach them uh what's your uh what's your U Competitive

Edge and maybe how will you generate demand and drive uh Revenue so uh your goto Market strategy should focus on on on on on on or be built on pillars like um the purpose defining defining like why you are entering this market and what success would look like to you and uh map out like the tools strategies resources um tax tactics that you need So you could execute uh execute your your so you could execute and also like how you want to um establish your brand how you want it to uh to stand out in

in in like with comp in a competitive market like how would you like to be positioned uh in this market so um the key goals of of of a goto Market strategy is reaching your target market um creating demand and of course generating Revenue so like uh a strong goto Market strategy should reduce uh should should should should reduce your risk it should uh assist you like have a clear direction for Success it should um uh help you become um increase your efficiency um and so it's not just about launching but it's about launching U

launching right uh so when you so when you when when you think of Um when you think it's important that when you think of uh of a goto Market strategy it's essential to remember like one key thing which is um success is built on on success is built on creating uh value it's uh it's um you have to create a mutually beneficial uh relationship so it's not just about getting your product in uh getting your product in front of customers it's about creating value for Both them and your company so uh an effective an effective

uh an effective U an effective goto Market Str plan should always aim to deliver a win-win for everyone um everyone meaning customers consumers Shoppers and and your your business of course and uh by consumers consumers are the end users of your product product or service the customers here I believe they're more of a B2B or for example if you have a product and maybe it can be Like the retailer or the supermarket or the um the channel where you where you sell your product and Shoppers by Shoppers Shoppers uh they might not always be your

consumer sometimes like uh we can be shoing we can shop for our family for our partners for our kids so uh it's important like to understand each and every component so we could just get to uh work on creating on this win-win uh strategy with all of with Everyone involved um and when we achieve this then we build on we can build on something sustainable and uh and and and valuable um so if we break down the process of creating this win relationship win-win relationship ship uh so for customers and consumers for example like we

need to understand what they toly value like what um how how how do we create a a win for customers and consumers I mean is by Um um we need to deeply understand uh their problems uh their aspirations what challenges they they they are facing and um how our product or service make their lives better easier um and by how I mean um how here is rooted in in insights in in in in the amount of insights that we get um when we understand these these uh pinpoints then we can tailor our messaging to directly

address these Concerns um showing that our Solutions and offerings and not just showing our a product um so we can get to position our product or service that's something that genuinely like improve improve uh the situation or um whether whether it making it um the lives easier for these consumers customers or just saving time or providing a um a better outcome um so uh if I'm trying to think of an example like to give um I'd like I Believe apple apple with their iPhones can be a good example so um so Apple they don't just

they don't just sell you a phone they sell you a premium userfriendly experience that solves um the problem of yes staying connected of course being productive uh having entertainment um all integrating it integrated in one device sorry so by understanding what to out by Understanding what their customers's value which is here I believe it can be Innovation um status or just Simplicity um Apple tailor done their marketing uh specific needs um their marketing and features to meet um to meet uh to meet the customers expectation uh what they want uh um their needs and then

um these their products would would would um and then the customers would would would link these needs or would would feel the link And the between their needs and and and and this and these products so when you focus on on on problem solving not just the product uh you create a product that that that resonates with with with your customers and when the customers feel that your offering is tailor to meet their unique needs that's when um that's that that's um then they're more likely to connect with your brand emotionally and then uh stay

Lo stay loyal to this Brand um and uh taking another component of this of this four uh four pillars for example your company and your business so it's important for of course it's important for your business to generate Revenue that's like your win that's your main uh what that's one of your main motives but it's also important as important to to build trust loyality um and retention so Um um yeah so a successful goto Market isn't just about driving the sales but about creating this uh lasting relationship that leads to um um to more SA

to to sustain growth to repeated um sales and and uh and business um so for your business it's most uh I believe it means more of focusing on on on longterm uh customer satisfa satisfaction building uh this brand loyalty Um um let me think of how so you like how you can do that um so you need to for example like uh your product has to or or service must deliver this consistent consistent value over time so you don't also like you don't promise what you can deliver like you have to be transparent in your

communication uh um to build this trust you have to be honest about what your product or service does and and and and U doesn't Do of course and ensure that it meets the the the customer uh expectations um you can Pro you you should consider from stage one that you would provide exceptional customer support answer qu answer the questions of your customers promptly address their issues uh in a speedy manner quickly and maybe and make sure that your customers feel heard and valued um um I also To to to to think of examples um like

one example um there was this um online who retailer in the US it's called zapus now zapus it's they're not just an online Sho retailer but now they expanded their their the reach to to selling pretty much everything but at that time they were more of a sure retailer and um their focus was was customer service yes they were making money but that but they F because they're one of the first to to to uh in The market to to offer this service but they also focused on on on customer service so their strategy uh

was from day one is was to offer uh free returns throughout the year so it's not they wouldn't just say like you just have two months to return your cl to to return the shoe or return the order but it was a three 365 day return policy um and this created um created Trust um the customers felt they're comfortable and valued um and And and trusted and um and of course that led to create H other the slid sync you see the goals are you still in the uh slide number two yes yes I'm still

in the slide number two the goals okay yeah but um yeah but yeah I'm I'm trying I'm I'm just explaining more in the part of the of the of the of the company creating this win-win yeah yeah um so yes uh so yeah by focusing on Trust and retention you create a foundation that that I believe can can can can can lead to um a long-term relationship with your your clients and and and um and the satisfied customer of course open often returns for more and spread the word to others and which lead to sustainability

and the cost of your business and uh for Shoppers like how to create a win-win um it can be by um um first you have to understand the Shopper Journey like how does the shop How from where um how does what's what's the Shopper Journey like how what's his journey to to to get and buy your product what does he do does he go to the supermarket if he's going to the Super Market how does he go to the Shelf like his way on going to the Shelf if it's a if it's it's an online

shopping like how does he like what's the steps he makes so he could go and try uh or or or get to this service or or product um and then you once you understand this Journey uh then you can then you can map out the pinpoints where you can interact uh uh interact with him and and uh and then you should uh and how you can link with him emotionally and um emotionally so so you could affect his his his this his decision to buy tire service so a successful goto Market strategy here can uh

attract and and help attract and convert them to highly to highlighting like um uh that your products fits into their lives or fits Into uh uh their their shopping Journey making the shopping Journey easier or um and here you can you can you can you can trigger their need by by um um and you do this by trigger triggering their need um um showing them that they need your product Maybe by outlining how how how IT addresses a problem they're they're facing uh so you don't just State features you show um you show you can

show them like the impact of the Product you can use emotional appeal for example in messages like some some Shoppers for example connect emotionally to your product they they they they not just buy thing they buying a solution that speaks to their desire and value so you can you can try to create this sense of urgency um maybe maybe maybe or this link or it can be like in a way that for example um you can you can introduce limited time office or um and here you Highlight like scarcity and um and encourage them like

to act now like so then Shoppers would feel that they're more likely to make a a a purchase now and that if they don't buy then they're going to miss out on a valuable opportunity and I believe uh that's like sometimes for example on uh if you go on Amazon or some of the um the platforms you you'll find them they they mention like two two pieces left or two and this make you feel that if you don't buy now Then maybe if you check again in half an hour you might find uh your size

or or or what you wanted to buy uh um um sold and then you miss miss miss miss on the opportunity um sometimes the message can be as simple as as Nike just do it and here you just um um tackle the need of of of of of the Shoppers to be part of a of a big of a big movement or a big a big uh like emotional desire to be uh part of something bigger bigger than than Than than themselves like it's a it's a movement [Music] um um so yeah [Music] so um

I'm trying to think of examples um or or or just move on to to to to to another Point um there is a quick question you can answer it now or later in the question s um there is a question about how does building a relationship start with the Customers in ID State because most of those stents are still building their startups but they want also to to think about how how the relation should so so okay so for example so we have a new product or service okay and then you have the customers and

here by customers here we we mean the B2B right so the B2B uh customer so here for example let's say you have you're selling a Uh uh a chocolate you have a chocolate brand and you're selling it to so so um here your customer can be a supermarket or a wholesaler or um yeah a supermarket or a wholesaler and here you have to understand his triggers like where does he buy uh the the tricket from uh does his um does his does he go and buy it from does he has to go and to to

to to um to a store or a wholesale another wholesaler to go and buy it does he or does he have uh or does companies just Come to him and offer their product and when they do that do they um also offer delivery or or or no and uh what kind of margins that they give him and what um and do they just buy him the product or they also look at the stock level and maybe do promotions on it or do they um do they take care of their shelf for example or does he

have to take care that he has to go and fill his and make sure that it's clean and all this so when you understand the the The the Shoppers uh the the the customers uh uh Main pinpoints and his journey and and and what are the things that um uh that he looks for that that that's when you can um create your strategy on how to to uh to best address him how to create this win-win where he feels that the value is more more than just having a good margin but also like it's more

beyond that and this what makes him loyal and that's what uh uh Creates a a continuous relationship with with uh with your business um I hope I answered your question uh that's SM okay so so so to conclude this this slide and and and and understand like the main pinpoints here is that uh a winwin relationship is key to driving growth for both um your customers and your business it's not about pushing products it's about creating um value at every touch point so when you focus on how you um you can add value to your

Customer lives uh your customers consumers Shoppers that's when you create a sustainable Market position and longterm um a long-term sustainable business um so your goto Market strategy should be more about building this meaningful relationship not just about uh selling selling the product or service uh to them okay um so uh When developing your goto Market Strategy it's also crucial to understand uh who your customers are um how to reach how to reach to them and who your who are you competing against so if we are to break it into three components it would be like

this segmentation and here that we need to Define and and and um and prior and prioritize your your customer tiar so for example let's say you have um like um you can have a product that can be uh a or a service that can be appealing to To to a large segment of of of customers but uh you have to prioritize um who do you want who of these customers do you want to Target uh at the end of the day you have limited resources you need to uh especially when you're starting so you need

to know like who would really been who which segment really would benefit from from from from your product and which and to which segment like your product is more Suitable in terms of price in terms of the proposition and message in in terms of of of the need so you have to to uh to uh to take uh that decision um um uh also when it comes to uh channels choosing the right channels so once you define your customer segments then you need to select the most effective uh channels to reach them and five channels

I mean I believe they they can include either direct sales whether it's B2B uh Ecommerce uh uh it's one of the channels Uh online marketplaces like um um retail and distribution Partners like uh like for those stuff that you find the supermarkets as as I as I shared the example social media digital marketing all these are are are different channels we have to pick also based you have to also decide these channels and also depending on the stage of business and your um the stage of your business and startup and and and your resources you

can pick Which channels of these to prioritize in the in the in the in the early stage um for example if you have limited resources you have have one one sales person for example then um you can and you you are targeting to make a a million uh dollar or a million 100,000 pound uh um income or Revenue then you can you can make this revenue or income from from One customer or you can make it um or you can make this 1 million from 10,000 customer or from 100 Customers um if you target for

example a wholesaler or a big customer then then this big customer with your limited resources which is this one person then you can Target this big customer and this this big customer would would would buy buy or try your service try several of your services or buying bulk bigger quantity um then just um Distributing your effort on targeting for example 100 customers and and and uh selling uh and selling small quantities to each of These uh customers although um selling at at at at to a few customers can be profitable but it can be also

risky in the long run for example you um if you bu you can't build your forecast on on on 10 customers for example if two of these customers for for any reason didn't um buy or your product or services for for one month then this can um can can can harm your business forecast you can your business forecast uh in one month which can work in a in a Period which can which can impact your your your operations as well so it's important to to um to decide uh on each state of your business and

based on your resources which channels that you are going to focus on and how you are going to to to to uh to Target these channels another component also is is is is marketing in intelligence which which help you understand your competition so so um it's important to understand your competition see what your competitors Are doing so you could always stay ahead um you have to track um insights um and you get these insights from as I said from from being um in the market from your from your uh uh customers from your consumers and

from also like being present and also close to uh in the market so um you have to look uh the marketing intell intelligence or the or the main key Insight uh can be uh answering questions like what makes competition products Stand out what campaigns messages and and maybe promotion that they are using um their pricing for example what what are they are they offering discounts are they offering flexible payments are they making um um I don't know like bundles bundle deals are they having like a certain kind of promotion uh now um um also understanding

like how your competitors U reach out to customers uh do they do that through online platforms direct sales Distributors are they are they um using new means are they or new ways to reach out to customers um it's important to always understand how what how your uh competitive is doing so you could be able to react quickly and and um um and uh respond um thinking of and I think that is answer uh sth question right um the the previous slide where uh you talk some about the The slide yes this is SL about creating

a segment and then a channel and then do some due diligence s his question is what is the proposed approach for a startup with business to business to Consumer B to B to C which you just explain in this slide unless you want to add about building partnership support the adoption of the market incentive and so on so it's question about what is the Proposed approach for startup with the business business customer um I mean if if if if I did not answer that question if it's not clear please I mean uh yeah the question

is for I think you answer it through this slide but the question goes back to him if if he need more elaboration or not okay now uh an ansers now now I have uh I've been thinking of examples for example for for for for for this this Slide and here I'm thinking more of of if if you have a SAS startup uh then you might segment your customers into um uh freelances small businesses uh and Inter and enterprising uh Enterprises and here for example you can prioritize the Enterprises for high Revenue but you also you

should also think and try on how to ensure accessibility for small customers even if you have even if you have this Limited resources but you also should also think of how to uh be accessible for smaller customers okay um so um wrapping wrapping this wrapping uh this slide um I believe it's um um no I think I need to yeah I mean um no no you explained very just s if if that answer your questions so we move yes yes it does it Does okay um yeah um okay so so yeah just wrapping up I

mean this slide so your your Market uh segments sales channels and competitors and insight about competitors should guide your your your goto Market strategy um the goal is to prioritize high high value it's not just to prioritize the high value customers but to pick like which customers that you're going to Target reach to them effectively and position yourself Competitively so you could drive this sustainable growth and I believe if that would be like the main take out of from this slide um and here when it comes to to creating a successful um goto Market strategy

uh building on strong and sustainable customer uh relationship uh is an important think um as I said in the previous uh one of the in the previous slide it's not just about selling a product it's a Long-term um you're trying to build a longterm success uh um and um I mean find the best ways to understand and engage with your customer um so yes true relationship is based on value exchange um and here um um like key components of building this uh uh value based relationship is to um is to understand how do we how

do we how do we make it um Uh and by and you make it by making it uh making uh the customer feel and sense this benefit and feel that they're getting something valuable in exchange for their time for their money for their loyalty um and to achieve this as I said key a key thing is understanding your customer need and then uh delivers uh solutions that add value so you need to focus on on on on the customer always think about how to serve your customer Better and more effectively keep in mind that trust

is the Cornerstone of this of this relationship so always ensure your honest transparent and reliable as I mentioned uh and it can be even um um um I I feel also like another way that you should also consider in this um is is um is um is um for example pagonia Patagonia the brand Patagonia they do outdoor closing uh closing uh they buil strong customer relationship by also Prioritizing one thing like uh sustainability customers feel their where customers are feel that they contribute to an environmental cause on uh on a bigger CA so and this

um make them um want to make a purchase uh so Patagonia offers a value beyond the product it's about also shared commitment to to S environmental sustainability uh which also led to building cost and and and and loyalty so it's not just about uh margins but it's Also the feeling that customers feel here feel here that they're part of something bigger and this is also comes um as one thing that you also get to understand your customer and relationships and then build on this um another component is that we also need to listen to our

customers um understand the trends the consumer Behavior Uh uh and I believe that's vital if you if you if you want to stay relevant in the market Um you have to keep on uh you have to to to to to stay remain close to your to your to your customers they give the best insights by the way and um and they so they tell you if they they they tell you uh or you get to sense from your uh from being close if there any change changes in the market trends if there any changes in

the consumer Behavior Uh so you could and I believe that's important like to build impactful like meaningful Relationships understanding and then you react by creating something uh something strong um um and one way of of of of of doing this is by um I mean you can get this Inside by having simp as simply as having interviews uh or surveys or uh uh focus groups um like there are different ways to collect uh this feedback um and get to understand as I said U your your your customers uh better and some of these feedback that

you collect um then you Have to be open um to even um sometimes we just fell fell like just fall in love with our ideas but it's important that once if we if we get this feedback then we use it right for example if the feedback uh we can use the we we can be open to use this feedback to even adjust our products service or even the business the business model so it could align to the changing needs of of of of our Market um and I I believe that's an Important thing that we

should um um all consider and and think of even uh at this early stage when we're establishing our our our businesses um what else um um um um um I'm trying to set a yeah and also like having um like getting these feedbacks it can help you like even tailor your services um and yeah like um I I don't like you to use this example uh the net Netflix but Uh but I'm going to use it this time so I believe Netflix is is is is an example of a company that that uh believe it

or not they listen to their customers um they regularly analyze viewing Data customer ratings and um and and and customers feedback to to adjust to their content uh meet the the viewer demand so yes Netflix and chill was an idea was a feedback so um they always create um they also like you find that they always Create original contest content based on on on yeah it's it's usually based on on what the audience want um and uh yeah so I listening is key uh and listening is is is to customer preferences um made Netflix um

a leader in content consumption um um um yeah so yes as I said uh test and uh listen get feedback And design your products as for the feedback and don't be afraid to Pivot or change um Amazon for example they started as as as a platform with focus on only books but because they they listen to their to their uh customers feedback and they were close to the customers they they they they U and to the and to the market trends they shifted to now as you see an e-commerce Jo they expanded the range of

of of of of products services that they that uh They do and they they and they um and they change the the the the the even like the customer consumer um uh experience shopping experience um so yeah another comp component that we also at this stage we need to uh to uh to always keep on in mind is loyality programs and by loyality programs uh that's I I I mean uh customer consumer discounts promotional bundles um these loyality programs are Very powerful tools that you guys can use uh to to for turning um to encourage

Tri uh for turning firsttime buyers into repeat customers and uh current buyers for example if they buy one um like um to increase the basket size so if they instead of buying two three pieces they buy a dozen of pieces or instead of trying uh they are just u a frequent user of one service they can try another the another like a second service that You're also providing through your platform uh by offering these discounts exclusive access promotional bundles you encourage customers to keep coming back to uh they it makes feel become loyal to your

products um uh which is important and you don't have to do this um when I'm when I'm setting these examples it's not that you don't have to do these discounts or or or bundles or uh like throughout the year but I believe there Are tactical tactical tools that you have to consider and pick the time the right time to to use them um um it can you can be using them to to to blocking also competition to uh making uh generating a certain amount of sales on in in in certain Seasons certain times where you

feel that the sales are low uh so it's an important tool that you should you should you should you should consider and and and and keep in mind uh like all these Big uh um like I I I always give that the unque since I I worked for un for a long time so unil PNG all the big most of the of the of the of of these companies U yes they provide good product services to their customers and consumers but they also uh provide um loyality programs and discounts that that that uh at some

points they it it it it encourages the customer to try a new product or it can uh it encourage the customer to increase his basket size In instead of the customer um used to just for example uh purchase an average of 100100 doar monthly from from from the company then because of a discount they can purchase for $130 $140 at one month um and by doing so they might be um you purchasing more of your product than your competitor so it can be a good way of of of of of of of uh of studying

more and also creating this um long-term relationship with your with your Customers another uh important component that we should also keep in mind and at this stage is the empasis of of of of of of the value on showing the value that you create so it's not just about um uh providing the product uh at a good margin that's not just uh that it's it's it's beyond that um um it's important to show um um how you enhance your customers uh experience uh what you add to them uh what value other value that you add

to their Experience um um and and this value can be outside of the product [Music] itself go ahead have you were saying something yes the seasonal seasonal marketing that you mentioned already because some of our participant from West Africa and the majority are from Muslim countries like um newer Sagal and B and now Ramadan is coming so it's it's a good time to Invest this season maybe to launch the product and and to to invest in what what is saying now yeah yes yes yes uh yeah timing yeah it's always important to consider timing uh

the seasons for because some products and services are consumed more or people uh use in in in certain SE in certain timings or certain periods for example if it's you're a private agent then for example the holidays Christmas or uh or like the the national holidays can be Like a good time for people planning their holidays or if it's a product some product are sold more and consumed more at in in at at C certain uh timing as in Ramadan or like certain occasions um yeah but getting back to my point about emphasizing the value

addition is that you need to make your customer feel that they're getting more than what they paid for whether it's um an example for that is that I get back to the to the unil example and PNG Example so you're not just selling the product and the marget but you're creating more value like you are for example you can say that you're delivering uh on time uh you uh um you uh you deliver your products on time you take care of your shelf that you have your shelf is always clean your shelf is you always

look at the uh the expiry dates you make sure that like it can be like the more like you can be training for example uh getting more involved With your customers listening to his is their issues and maybe training them in in in in in certain areas which so at the end of the day the the the customer would feel the value of of of using your service um um using your Serv your product and and and and and and keeping this relationship with you um um yeah um so yes like to sum up this

slide when you prioritize building a strong uh value based relationship with your customers uh your customers feel heard Valued and connected with their brand and this leads to to to higher customer satisfaction brand loyality and of course long-term uh retention so the key is again is to listen adapt and and and and uh continuously try to add value um and ensure that that both your customers and and and and your company is benefiting so it has to be like a mutual benefit it's not just that you're providing extra extra value because value sometimes comes at

a cost so you Have to make sure that you balance this that you yes you are you are positioning yourself that you're creating this uh different kind um Special Value to your customers but you're also U creating a a profitable sustainable growth business model um um and this will just lead to your business success uh yes as as as as as we move uh forward with as you move forward with your um With your goto Market strategy I believe uh it's it's it's it's crucial to to take advantage of of of of of of uh

of key opportunities and and and strategic tips that can I believe can can improve can improve your success um especially at at when you're starting uh that you guys are starting uh your businesses uh now so um here are some um essential tips that I believe will guide you in in in in executing an an effective um um goto Market Plan um it's important to leverage on your existing networks um um starting with with with your contacts um your circle um it can be industry related and it can be uh just friends family um um

that can really help you boost your business uh at at at at this early stage it can it can it can um it can be industry uh relationships um uh they can link you to to to to part to to to partner uh to Partners uh or networks that are interested in your in your Service or product um they can introduce you to opportunities for example if you if um like you like you can have a school friend that is um for example if you're providing a product uh related to farming or farming related fertilizers

or whatever then maybe they they they one of them he has a link to a group of farmers or uh businesses that are uh dealing in this business then then they can introduce you they can give you a word a good word Of mouth uh a good referral um so your existing network is a great resource for for for for many things um they can even help you at this stage in in in your Market validation uh in gaining um feedback um and and as I said even introduce it to potential customers uh yes the

yeah the word of mouth can be incredibly powerful and and at the end of the day leathering this network is for free like you using like it's an asset that you shouldn't Underestimate um and you should use um um you can use it um for example let's say if if if there are many Tech startups here then um connecting with your people that you trust what that people that you trust um uh in this in this in your in your network they can even assist you in in in testing your ideas refining your product or

or or or or service and U yeah so I believe it's important to to to uh to at this stage to uh know your Assets and your network is a big asset so yeah map map down your your network and who can help you at what what stage who can help you with the registration who can help you with the validation who can help you in entering new markets use them um another thing is also uh the power of collaboration uh collaboration can can can help you uh increase reach reduce cost and and and streng

strengthen your brand positioning uh um it's it's um Like collaborating with with with other it can be other brands startups or influencers within your industry Can it can it can U it can um amplify your your your your your your efforts expand your reach um without a need for for for a significant or for a big uh upfront investment collaborations can allow you um to to to Leverage on on on other other parties um or Partners resources networks uh for example if it's a if it's a um if you're if you're sorting a Platform that

is uh a platform for people to post jobs and whoever who's looking for a job to uh to uh to to register and Link then it's important for example that you can uh one of the collaborations can be linking to um to uh universities or to uh to universities to vocational training centers so they would they would assist you with um um spreading the word about your your your your where you can go and spread the Word about your your your service have people registered on your platform and the same way if it's if if

you're targeting um if you have a service targeting um a product or service targeting a certain um targeting for example bars or or or restaurants or the H then you can also if you um if you can create collaboration with with with with these um if they have like um uh a union then if you reach out to the union that this The union can give you access and assist you to reach out to decision makers within this uh this customer segment and and and and and and this and uh and reach out to uh

to this target segment um in in in in in a very cheap way otherwise you'd have been spent more money on on on marketing advertising and and and such um a third component I believe that you and and a third tip that I believe you guys should consider at this stage And and while working on your goto Market strategy is is purpose um uh I I I believe that brands with clear purpose resonate deeply and grow faster than other brands um uh brands that have um a clear and strong purpose not only like they they

link deeply with their customers but they also this also in can Inspire uh loyal loyality and engagement um a strong purpose gives Your business um Direction and meaning Beyond just making profit and I believe consumers today want to be feel that they are supporting uh and contributing to positively to society um whether it's uh social like uh environmental responsibility or like you're promoting Community Development but they'd like to be part of this um yeah so it leads as I said to Stronger customer loyality increase uh and and and and this would eventually Faster faster your

growth um an example um one of my favorite examples is is life boy the life boy soap they've been um associated with with promoting hand hygiene and health education uh especially in in in in developing countries uh their purpose they are purpose-driven campaigns um they go around preventing diseases um and and and this have built um trust and loyalty to the Brand um similarly like there's there's the Telecom company in Kenya safaricom uh they they leading provider in Kenya and uh service provider in Kenya and they focus heavily on supporting recently on on supporting Financial

inclusion they have something called Mesa um it's a mobile money platform um I believe these two they they they they they deeply resonate with with consumers um their core value of these Brands uh purpose align with values that matter to To their target market um um another thing tip that uh that you guys should should should have and consider from from from day one is is um data data driven insights uh um you have to it's important to gather data um gather the right data um it helps you understand your customer behavior and I believe

that's a key uh to drive success um um it it get you to understand your customer uh preference The M the pinpoints um and to build uh which is essential to build your your your I mean a good um successful goto Market plan um it can datadriven insights they help you make um informed decisions um that you can op that can help you optimize your marketing improve your product and and and and and increase your customer um satisfaction so data um uh so through data you can identify like how you do this I believe Like

through data you can identify like the key patterns and Trends which allow you to adjust your offering um based on the customer uh uh behavior um data such as for example the purchase history um the website interaction or any feedback um it can help you like personalize your approach and Target your audience uh effectively um Amazon is a good example for example Amazon um they use data uh data driven uh uh Insights uh to optimize their Mark marketing and offering to plan their their even like their their promotions and discounts so Amazon they collect um

um big amount of data on on on on on the customer behavior from your past purchases to your browsing history so they could they so they would recommend products tailored specifically to to to each of their users so um they can look at when you usually buy uh or use the the the the service to Buy a certain in a certain sector and then when they know the timing then they know that this is this can be the right time to give you uh uh offers maybe offers on on on offers or promotions um what

kind of promotion that you like they can tell from your friend that you maybe you prefer um discount or you prefer gifts or you prefer like what kind of promotion that you prefer and then they can they can they can plan accordingly so um so in Conclusion like the if I I like to conclude like or give like the main uh um like takeaways from each slide I believe like by following these General tips um I believe it it will help you be well well um well prepared to enhance and work on your uh on

your goto Market plan and hopefully this will help you to to accelerate uh once you have a well goto Market plan then you can have a u a clear um a clear uh uh plan to grow and uh grow Quickly um yes so leverage your network weate with with with like-minded Partners or partners that can help you uh uh that can help you uh or Bridge gaps for you uh build the brand with a clear purpose and always use data driven insights to understand your to understand your customers uh their their changing needs their different

needs and Behavior Uh this um these tactics I believe will help you not only stand out but but Hopefully also build build strong lasting relationship with with like Le to you building strong uh relationships with your customers as well um um reaching your consumers effectively also is is one of the most critical elements of your goto Market plan um as I said in the beginning it's not about launching but it's about launching right it's about ensuring that the right people uh see it uh understand it's your The value that you're providing and feel compelled um

and and engaged to to to it and uh one way to do this successfully is um is your cons consumer Outreach uh strategy how you reach out to to to your to your consumers and on this slide also we had a question asked previously but related to this slide so I can shot it to you so you can give broad context a question say suppose you have a restaurant and Chinese like your food what can you do To add value to that relationships given that their culture is different from your ours and and what does

it take to add value to business to customer relationship when when culture or okay if I understand the question right if you have a restaurant but then you have a big a big uh like a big segment of your of your consumer for this restaurant it can be an international restaurant it's not Chinese restaurant right it's an International it can be I assume it's an international cuisine and most of your um a big segment of your um customers are Chinese right yes so yeah so um then if they're coming for an international cuisine that they're

probably not looking for Chinese for Chinese food when they come to you they're looking for um um you have to talk to them see um understand why why they like your why they like your your your restaurant is it uh what do they Like most and maybe then um uh when you are proposing new stuff to the menu then you should take that into consideration like um um their preferences in The Taste in the if for example if they prefer a certain um saltiness of your food or like you have to understand why Chinese like

your why they like your your your your restaurant why this segment what do they like most about your your is it the price is it um a certain dish is it the variety like we Have to understand what makes them and then we get to um when we talk to them we get to know like um what additions to the menu can be can benefit what if if you add for example a certain change the setup of the seating in a certain way or this the the way you I don't know that you serve the

food but it has all to be built on you identified is there Chinese that's your Market that's your biggest segment and you understand their preferences what do they like and then You act accordingly on on on on when you're providing your your service or your price or selecting new adding new stuff to your menu I hope I answered your question or I I I uh I got your question right is this gabrio this is what you asked yes it is okay good thank you okay so um um uh so yeah we left with maybe 15

minutes on the presentation and then we move to yeah I Have yeah so yeah um so yes you have to as I said you have to identify your target market here to reach out to your consumers right then you have to identify them uh identify them Define your consumer segment uh that will drive the gross if there as in your example Chinese uh uh you have Chinese sector working in a certain they come at certain time they're certain I don't know pay a certain amount they need to You need to identify this Market um and

then um because I I believe a a strong goto Market starts with a deep understanding of of your ideal customer um um your your product service may be great but it's if it's marketed to the wrong segment then then then you then it's WR you have I mean then it's misled or it's not efficient so you have to see like which Mark which of your consumer segments you're targeting uh which of your consumer segments is the More profitable which of your of your consumer segments is your product more suits them because you have you might

have a product or service that is suitable for for different segments or different types of of different segments of of of people but it's important that you understand which of them fits more and that's when you direct your your your your your your your um your communication you pick that you do your communication to this this Certain um uh group of people um uh and then you have to have a clear job to be done to this segment for example if you ident like what's the clear message you need to give you want to you

want when you when reaching out to your consumer is it um to drive trial is it to uh to uh to increase the basket size like what kind of you have to be specific about um about the job to be done uh for example Uber Uber they they didn't just uh Target people looking for Right they identified like key customer pain points like U First like they understood that their customer they find difficult ulty in in in in finding U like reliable safe transport maybe the taxes faires are high a long long wait times so

the goto Market strategy here they focus on solving these problems um and in targeting the right segment they identified for example in the beginning they could have although like this can Sound like a common a common a common um a problem for a big segment of of of of customers have go ahead we don't see the screen is is black now we just saw the tabs but in the middle is black okay okay I don't know if the screen is yes now is it back yes okay so getting back to the Uber example so Uber

did not just uh although there was a big a big Um a big demand I mean there's a big segment uh for the for of of people that might be interested on in this um in their service but they picked in the beginning because in the beginning when they have limited resources or whatever they picked that they they they target the urban commuter the tourist uh the business Travelers for this service in the beginning and later on they changed the the the job to be done and change the the the market segment in the future

I mean in future stages uh another point when reaching out to to to your consumers um that you have to conduct consumer research uh so you could better understand uh so so you could um like you have to do consumer research for so you could um like uh for better decision making um um so so cons as I said before I don't U it's not about um it's not a one time thing on simulator is not a onetime thing it's an ongoing process so could Help you as I said mentioned before to refine your product

and messaging and marketing approach um so yes as I said use surveys focus groups interviews to to to get these valuable insights um uh and yes ask the right questions um it's not like not the question shouldn't be like if you like your product or no but it what problems that they want uh solve and what would convince them to make a purchase it's a way to test um your different Messaging um and and and product features before launching to to ensure like the the the right what they like they refer to like the right

product or Market fit um uh reaching out to Consumers you have to um uh to have a strong campaign strategy you have to Define your goals um your audience like how what's the audience reach that you aim for and of course allocate the budget know like the Like know your budget so you could utilize the budget the best way to to to reach out these goals and maximize your reach um and and um uh so yes so marketing campaigns um they should be structured with with with with uh clear goals uh of course defined audience

and and of course um a well allocated budget like like you have to allocate your budget right to the right means to the right um um campaign or or or or marketing um um uh Channels um so you need to see what what do you want to achieve is it brand awareness is it customer acquisition as I said and then explore your uh which channels are you going to are you going to use above the line and what what I mean by above the line marketing is is is is is TV radio Billboards social media

ads uh PR influencing uh mass media campaigns um um um this kind of of or or you're going to use below the line and what I below I mean by below the Line activities are more of if you're going to do sampling or if you're you're going to do uh um you have like small boot or small table where you get at events where you get to um introduce your uh product your service your um your you uh to to to the to the to your target audience to drive trial um um to drive trial

and you just have to use um smart like you have to allocate like use your budget smartly like I always used to say that um You like you pay one pound to reach like like try to maximize the benefit from each Pond you you spend um so U Airbnb for example when they um instead of look focusing on on on traditional advertising only they L they they they also um um used content and uh created referral programs uh which I believe um in the beginning they helped in in spreading uh um the awareness about about

their their Their their brand and services which also made their marketing cost efficient um while in the beginning while they they got to expand um it's important also uh when reaching out to your consumers is to uh constantly as I said get the feedback and you have to remain flexible uh uh you have to have clear kpis um clear kpis uh for your for your campaign a certain reach that you want that you aim To u to reach certain number of audience that you want to reach you want your campaign to reach so you can

get to measure um your your your your uh your your campaign right um You need to track these kpis um they can be like conversion rates customer engagement um of course return on investment it's an important kpi also that you should also look look um look at um So yeah um so yeah and an effective an effective um like an effective consumer Outreach strategy is um is about more than just marketing it's about like understanding your audience positioning and your product in a way that makes it essential uh to them it yeah um that's one

thing it's about identifying your target market using um research driven insights implementing well planned uh marketing Campaign and uh constantly optimizing uh or being more efficient um that's when you can build a strong connection with your consumer which will will will drive your your your business c um so U here we're going to talk about the C the cost of customer acquisition um um so I believe a business without customers is is is is is just an idea but uh acquiring customers can come at a cost uh um and if that cost isn't um Managed

right or managed wisely your startup can can can burn and burn through cash quickly without achieving your your your sustainable growth um and I believe that's why like we it's important for you guys to understand the customer uh acquisition uh cost um um it's it's critical it helps you determine how efficiently you um you you gain new customers and whether your your your Your growth is is is really scalable or your business is is is really scalable um and the the cost of uh the the the customer acquisition cost it's it's um the total cost

of your business spense uh like how you calculate it it's the total cost of your business spense uh you divided by the number of customers that you that you got uh so the cost can include everything from the marketing cost all the marketing campaign cost to their Sales cost to uh and so it concludes all these costs and and and uh you divided by as I said the number of customers that you received um and it's it's a key uh indicator to understand your profitability and and and and and grth potential um it it allows

you to understand for example um um to determine if if if you're spending too much to to to acquire customers uh compared to their Lifetime value um um for example imagine that you you you your startup spends uh let's say uh 10,000 $10,000 on markeet and the sales in in a month um in this month you acquired let's say 200 customers so then you divide um the 10,000 divided by the 200 customers so the cost it means that the customer cost it cost you $50 to acquire um to acquire One Customer then you have to

look also at like how much what was the customer how much did you generate out of this customer like what was the revenue so if you're generating for example anywhere like $50 in Revenue that means that your business is losing money that you're spending more to acquire a customer that than your customer is is is is um is contributing or to your business um so it's important to always think and uh try to find ways to reduce Your your your uh cost of customer acquisition so you could maximize um your profits and your efficiency uh

and and you always has to analyze this the these cost components like the in the marketing for example like you have to make sure that you make the right mix U reduce trying to have effective marketing but at the same time um in in in in the most efficient cost so you could uh incre like lower your customer Acquisition cost compared to the revenue you get from from from from your customer so for example in the marketing you try to use uh more um try balancing to use um cheap yet not cheap I mean um

affordable but yet High penetrating U or or means that that that that get you to to a to a larger number of audience or um so yeah are focusing on lowcost high impact marketings it can be like content uh referrals referrals can be a key way of I mean not expensive way Of in in in um in getting um um cheap cost of customer acquisition or reduce your customer acquisition cost [Music] um uh yeah like referrals I believe is key um if if your business relies on direct sales the salaries the commissions bonuses um these

are um cost these are these are directly this directly impact um your your cost of customer acquisition so maybe instead Uh on expanding having a large sales team um you can think of considering for example automated sales funnels like the what do you call them the pots the Partnerships uh um yeah like um you can also consider like having um blogs webinars I don't know like such things that maybe they have can have good reach but at the same time can be smartly smartly smartly way of spending and reducing the customer acquisition You can use

um um uh software software tools like um um go ahead and this is this is usually what what people they forget when they start building their startup uh you need most of them they need to calculate the cost of customer like they print brochures they go to bazaars they they they distribute samples but all of those cost they need to calculate it and to uh Divided by the number of the customers they gain throughout of this reach out to understand how much each customer cost them to acquire and calculate that with the lifetime of these

customers right yes yes exactly so so as as as asab just said like a high cost of customer acquisition can kill a business um uh while an optimized one can mean efficient growth and and higher profitability um so by focusing on maybe um um organic marketing or or strategic Partnership or Partnerships or automation um and and maybe and and just focusing on customer retention um startups can reduce you you guys can reduce your your uh acquisition cost while driving long-term uh hopefully long-term sustainable cost um yeah uh um one way of to see like how

um like like imagine you're investing $100 to acquire a customer who only brings 80 80 $80 in Revenue over time would that be a Profitable business of course not this is why um it's like this uh customer acquisition cost is more than a number um it affects the profitability but then the question comes like what's what's a what's a good ratio and um and uh and they'd say that to um like a golden one of the golden rules is that for every $1 spent when acquiring a customer they should Generate at least three in Revenue

um and why it's because um when it's to when the cost of uh acquisition is too high relative to the to the long the lifetime value your start your startup loses money on each customer um and and and and this of course was it indicate um it can indicate um missed missed growth opportunities um Uh yeah um so one of one of the ways for example getting back again maybe to Netflix Netflix they have a subscription based uh it's a subscription based U Revenue Stream So they focus on retaining users uh for for years for

longer periods um the the your subscription is automatically renewed so uh that's one way that you that instead you're working on on making the retention uh low um Make it diffic making it uh trying to keep your your customers book booking your customers with you for a longer for a longer time um um in the scalability um it's it's basically can you can your business sustain growth um yeah a high as I said and as I have said a high cost of acquisition can be a warning so that the company called strategies is is is

not scalable or or cost effective Um [Music] um so yeah so if you start up relies on expensive paid ads without strong retention strategy growth will be unsustainable so yeah is it is it 10% or 20% how much uh should is start away while they are starting to invest in marketing out of their total bud how much I think it and I think it depends yab I think it depends it depends on Your in your in your model and in how much you're willing to spend on on on and on your business forecast for example

you cannot um like when you're accounting for your marketing budget or for your cost of acquisition the the budget it you have to build it on your forecast how much your your your forecast to sell to to um your Revenue to be uh and then you balance it out you can decide in the beginning that you're going to burn or or or spend higher but Then you know that uh that that um your one year uh sales forecast is going to different things going to look different in the longer term forecast so you get to

um so it it it depends on your on your on your business model and your uh sales forecast so it has what I what I suggest you try to make it a um um a percentage and you decide this percentage all also on the gross margin that you want to have at the end of the day if you want to have if you want your Business or your investment to get you like 40 50% uh growth margin then in order to increase or or meet this growth margin then you need to lower your spending or

your cost in some components and then here the marketing component can be one of them so at the end it's your but you have to look I mean it's the entrepreneurs call but you have to look at two things you have to look at the longterm um on on the on the on the sales the sales forecast and you have to Look at your margins and the margin that you want to achieve at the end of the day um this I hope I answered the question uh your question um um so yeah the the last

component in this part is is optimizing your marketing spent as I said uh and as I said we need to be tracking your your cost of of of acquisition across your different channels have a a strong I mean a good way to track it um and yes pick which channels that You're going to prioritize and which channels that you're going to use um yeah um yeah so you should also like my advice is just continuously experiment track track it per Channel back your cost of acquisition per Channel and and yeah double down on what's work

Works while elimating wasteful uh spending um so yeah I mean to sum up this this this point understanding and And and optimizing your your your uh cost of acquisition is is key it's uh non negotiatable for a startup succcess um yeah as I said if it's too high your business might struggle to to scale profitably um so yeah it's a it's an important concept to look at um ways to reduce it as I said target targeted marketing referral programs uh content marketing can be a way and also Automation and Technology all these are ways to

reduce the cost of acquiring a New customer um um another point that I believe it's important concept that is important for us to to to understand and know it's the Northstar U metric um every successful company has one key metric that defines um they use it to Define their uh long-term success um and that's what the North Start metric or the NSM is um so for you guys you have to like try to think of uh the single most important Measure um that can drive your your your startup uh sustainable growth um um so by

ensuring that that that your business uh stays focused on delivering um a real value on customer and just FOC focusing on this one one one key measure um so it it should reflect it should reflect like how well how well your product or service is is is is fulfilling it's it can it can be this way I mean it can reflect how well your product or service is fulfilling um it's Its core uh core promise to to to your customers [Music] um um it helps you like why is this important why is this concept important

for you and why we mentioning it mentioning it uh here is that import it's important at this stage uh that your team your startup team or your your your teams in the in in your business um is aligned around the single goal um they're not distracted they're one clear Goal that they're working on it guides you more also as a as a as a leader or as a as a Founder um in decision making to prioritize um to prioritize your initiative that will impact that will drive like the real impact that you're looking for it

can also help you um it can be like a clear kpi or like a a clear way to measure your long-term success um um U so it should it should it should Capture the core value of your product delivers um you should ask yourself like what is the most important action uh like to develop this this this uh this measurement or this e kpi or whatever you can you can ask yourself like what is the most important action customers take that lead to the uh to long-term engagement what um what can best represent the customer

success with our product um is it the number of units is It like um and if we grow this metric or measurement will our business naturally grow as well um um let me give you examples examples of that metric metrics for some of the top companies for example Uber Uber um has it its metric is has to do with the number of rides completed R uh for Netflix it it can be like the total watch time per user uh um it can be um uh for Amazon for example it can Be the number of purchases

per user uh in a certain month uh for Spotify it can be uh the total minutes of of of Music stream per per per user um so each of these um metric um you notice that it it captures the key value the product of the product for these organizations provide and it ensures like the the main focus or the the main uh thing that you want your Team to focus on when delivering delivering delivering and and uh and maybe also like when improving um the the the core experience um so yes so it keeps your

team focused it affords distractions from less meaningful uh kpis it help you measure real progress um uh which which which yes which on the long term will will will will ensure Your and your scalability uh of course um so to conclude on this on this one um the North Star metric is not a number it's more of of of of of of a foundation or or a uh a key um a key thing uh for how you build your market and and and grow your business uh and maybe also like identify like the core the

core value that you want to deliver and measure uh it help you of course to measure it Consistently um uh yeah so it helps you like always have like a clear path um toward toward your long long term success you set goals you keep on pushing these goals to kpis so you could move forward and and and that this is our last uh slide and here's this is our go to market model Cana and this model that's uh model has several components and the main um the main the main purpose of it is to to

map out your Um inputs in the different components so you would come up with a with a with a strong goto Market plan for your product or service I believe that you guys most of these components you guys have have have went went through in previous sessions so please have do you want to you want to take take take this uh forward okay uh before continue to this uh canvas we have one question here for d uh when we acquire a new customer we want to extend to keep him Or her forever but it's not

the case always so how can I know whether my cost of acquisition is high or low since I don't know for how long I will keep my customer so as to estimate their life value lifetime value okay okay that's a good question so in the beginning in the beginning you are you are um you are investing to get to acquire when you're starting the business you're investing to acquire acquire uh customers and then you uh you set a Target uh and as I said The target should be should take into consideration when doing so the

the target is that your your sales forecast when you build your business model you you you build it on on a sales forecast on assumptions so uh when you're deciding how much you're going to spend you should take that into consideration and then um you know how like how long you'll have this um this customer on board um in order to work on your retention rates then you have to look at Where have a different strategy for it so you have to for example ensure um as I said continue get getting feedback and reaching out

and being close to your customers you try to have U um because when you listen to them they feel valued and also you get to uh uh provide uh enhance your Ser your service and and product and also maybe introduce new services and products that that suit this uh this uh Target segment or this customer so he doesn't have to go or use Another service or or go to a competition or to uh so then you play on the tactics on retention tactics to have your customer for you the longest time as in as I

said working on on your product or looking working on having a fun experience as in the Netflix work damping they they they try to get uh they use the data to to understand what the the the their Their audience um likes what they prefer and then they create their contents based on the on The the preference of their of their of their um customers I hope I answered your question um I mean it's clear I answered it and it's clear if you need any further clarification please uh type in the um okay thank you and

then this is St question and if I can add also um that are mixing between three component or three matrics that you need to calculate the first one is cost acquisition the second one is the Retention you need to calculate this as well like the cost of acquisition is how many you spent in pure how many you spent in Facebook ads how many spend in Tik Tok ads and so on that is the customer acquisition cost but if if the customers keep coming this is the retention and then you need to calculate how many times

he come visit your store and Pur so what is the renal R ratio and then the life the lifetime um value of this customer you Need to calculate it with the metrix that we discussed in the customer session previously and then all of those three if you understand them separately then you have a better understanding of um um is the cost of acquisition is to or or high depending on on that the total value that that the customer can contribute to business as mentioned and so as we WRA up this insightful session I want to

extend my sincere gratitude toan cada for sharing His expertise with us today his deep knowledge in Marketing sales and Business Development shaped by year of leadership at un and his recent master degree in entrepreneurship from Abella University I don't know if I pronounce it right is itala obala university has truly en enriches our discussion soam uh your insights on goto Market strategies and building Rel uh perspective to apply in our own entrepreneurship Journey so thank you for your time wisdom and for engaging us in a such meaningful way we appreciate that thank you thank you

guys and I hope you already found this uh this useful and and it helps you on building your business [Music] plan and if we if we move to uh uh so before we move TR to this AMA would like to say something that you Post something in the chat yeah good day guys and thank you H for the insightful and joyful session uh please guys you will find the evaluation form for today's session in the chat kindly fill it out and thank you so what you see now in the screen is the model count it's

a similar to business model canvas but for goto Market model and we already discussed all of those component in different session we had a session about Customer we had a session about value we had a session about cost revenue and each one of those components what we need you to do now is to take the task that we are giving to you during all those two monthes and to put the result or the fruit of those in this canvas to see if you are ready to go to market or you would like to um invest

more time to explore some of the area and as you can see here from the the canvas to the upper uh left there is a pricing there Is uh product positioning and there is key partnership key messaging and customer relations brand identity and ideal customer profile those are the top columns it's similar and and it mirror the business model cus and what I suggest to you is um you take this model and you fill it as as a task or we can discuss it now in the remaining 10 minute so the left the left if

if you start with the left part there is a Pricing the pricing is uh we start with pricing which is important for determine how to position your product in the market so in that blog it covers three aspects it cover the pricing study uh how do competitor price similar product are there any industry standards in in in your industry this is the first component you need to to do small uh pricing study and and we talk about this when when when we talk about uh costs And also what is the price uh principles um that

you want to apply like uh what is your pricing strategy we we discussed a lot of 12 pricing strategy which one you will use are you aiming to a value based uh product or a competitive pricing so there is a different strategies which strategy do you want to choose and you write the name of the strategy that you want to apply for this goto marketing strategy after that you you you you write uh small uh Sentence about the price point which is what are the specific price range you are considered for your product or your

services you need to write a range the lower price and the maximum price so this is only in the in the price uh segment in this column you need to to write those three sentence or three component but also you need to apply some kpis imagine that if you launch your product um in in this first of May and you would Like to calculate whether the business succeed or not after one year so up to April 2026 so you need to put some kpis in this model um conas to um to understand if you reach

um your kbis or not or you are in the right track or not the second component is is the product uh positioning so this is the next uh block this is help you to Define your customer's place in in the market relative to to your competitors So we would like you to write only two pieces of information the first one is who are your competitors you just list the names of your competitors and what differentiate you so what makes your product unique what differentiate you from others in the market so we already discussed about that

in the marketing in the customer position and uh we we give you a task that you need to fill out the it's called com competitors analysis where you list all the offerings and Then you list what is differentiate you from the other you put that in this uh block and then you move to the other block is the key Partners so moving to key Partners in order to uh bring your customers to Market you likely need strong partnership this will help you to distribute or um to adapt new kind of technology or other areas so

you need to to write uh what is the objective of the partnership itself so what do you hope to achieve through those partnership and After that least at least three three partners that you want to partner with who are your key partners and for example those are suppliers those are distributor there are retailer channels or strategic Alliance you need to write names here and we know that you don't know you don't have partnership now but you need to set uh the objective here and put some kbis like throughout this year I would like to secure

15 partnership or 20 partnership with Suppliers with distributor whoever so set a kpis here in the key partners and during the year you work towards reaching those kpi and then you move to to to the the middle session which is the key messaging which is most of itam plan today in the go market session so now uh in this blog um it's all about uh how you communicate the value of your product your customers so we already talked about the pain and gains we need You to put them here put what is the pain reliever

what is the gain creat and what is sorry what is your value proposition we need you to write all those three information um the the pain reliever the game creator and the value proposition and if you can also add the unique soling uh proposition that would be nice to put all those three uh four uh component in this uh key messaging and after that we Move to the customer relation the customer relation is um how you build a strong long-term relation with your customer to um to succeed in the future we we need you to

write the the relationship type what kind of relationship you are aiming for for those customers um is it transactional is it longterm is it service oriented so we need you to write the type of the relationship and also the engagement level how engaged do you Want to to be with your customers so are you aiming for a frequent interaction or just occasional contacts this is the the customer uh relationship below the customer relationship we have the brand identity and in the brand identity you list all your um your marketing tools so here you can put

the logos the tune that you would like to use the storytelling that you are created what the story uh does your brand tell how can you connect Emotionally with with your audience and appeal for for for that and most of it h he just discuss it in in this session and also you need to add uh any brand identity you have uh do you have uh your brand had a personality or you would like to create personality what is the package look like so in this brand identity you put all your unique marketing component so

when you lunch you just use them if if you would like to use a cartoon uh Packaging this is this is where you put it here in this blog and then after that you move to your IDE customer profile and mentioned the purpose of this go go to market is to to reach to your ideal customer and here we need you to to to write the segment variables like what key characteristic of your your Target customers like the the the question that raised about a restaurant most of the customer are Chinese so those are the

The target let's say those are your ideal customer or this is the the big demographic of of your customers we need you to write that variables um which is include demographic graphic or behavior also you need to put your persona so you need to create a detailed Persona we already talked about Persona before you already I think you created three Persona in the past you need you to put those Persona here in this uh Ideal customer profile just to to have empathy and then to see those Persona in action and then you you put the

pain and the again you put you put the real problem what are the biggest pain points your ideal customer faces and what gains or positive outcomes do they expect from you as Asam answer from the Chinese coming to your restaurant is not because they want Chinese food they want your food so what is um what is the biggest uh problem you You are solving to them you are giving them uniqueness you are giving you need to understand that so we need you to put the the pain and gains and we already discussed that uh previously

and then we have only two blocks in the in the in the lower part the first one is the sales so the sales is is uh we need you to write the sales forecasting the awareness the Sal forecasting include the awareness and interest so the the awareness is How will people first learn about your product you just started now but people they don't know about your product they don't know anything so how you can raise your awareness about your product will you design it for sure how you will distribute that for shes uh will you

will you uh Commerce for uh let's say uh a TV ads or what do you want to do in in this uh awareness you need to write it here right I would like to reach to my customers through this Way and that way and after that how will you get a potential customer interested how you will get them interested in your product and you need to write ways of making them interested in your product that that could be happen by understanding their behavior understanding their needs and then uh create uh advertising uh solution that attract

their interest so we need you to write those kpis like in this one year I I Would um create this and this and that to gain one 1,000 customer awareness and also I will create that and that and that to gain uh 50% of those 1,000 customers get interested to purchase my product or visit my store or whatever we need you to write those kpis on the sales and after that if you if you move to the marketing section uh you we need you to apply whatam mention now like the north north star metric what

is your most important metrics for measuring Success is it could be customer acquisition is it user engagement or Revenue growth you need to choose one of those and and put it your main uh important Matrix so you can calculate and in put kpis for it and this is could be uh very easy if you calculated the acquisition the acquisition is how will your uh how will you attract new customers to your product and also the activation how will you ensure that customers get uh the value from your Product quickly so this is the activation like

they they activate the product and if you can then you build the the the gross equation the gross equation include the retention uh of how uh will you keep the customers coming back you need to to make sure there is a retention coming back to your product and the last thing is the refill so how will you encourage you um H how will you encourage your customers to to refer to other People and and if you put um small numbers or kpis in all those components this is your goto marketing strategy this is uh and

the canas will will give you an overview look of all the whole um the whole thing that we studied in in the past two two months so uh what do you suggest guys so I think now we we reach the time by the end of the sessions can you do it by your own do you have any questions for this or you would like to do it in in Break rooms what do you say Jo yes um I think that we can do everyone can uh try to to complete theas and then reach out for

help given that we we're working different Industries or domain yeah yes okay so you already have the presentation uh I sent it in the email right this presentation and you already have this uh canas yes so I want you to create a Google Document for each of you Separately and and put those uh component and then add my email uh you already have my email add my email to that Google Documents so I can share it with your mentors is one of our mentors we have you we have Ama Andia those all of our mentors

so just put my email on on on on an a Google document that you create for this goto Market uh canvas and start answering those questions and put some kbis for a year from now and then we can design a Coaching session in in the upcoming two weeks to help you in not one in one but group to one like One Mentor can can group let's say five startup together in same industry like those in agriculture those in uh services and so on what do you think about that yeah does sound good yeah okay so

our task would be for this week is just I want you everyone every startup should create one business model Uh sorry go to market model canvas in Google Document and share it with our emails and I will also write my email here the the Gmail one not not savann one so you can put it in your Google documents and please share it today even if you didn't start it just create an empty document and put our email and then I will I will add the other I will Addam Yousef and other people to to guide

you through this is that would be Helpful yes it will be okay okay thank you then Usama um I think we finished the session uh yes if you go to the previous slide sorry usam so yes we finish this uh goto Market session now is 20th of February the next session would be the pitching on 27 and after that we will just have other two casual uh sessions about execution and management so this is our program and also uh as as Usama Mentioned please everyone open the link for evaluating this session you will find it

here in the chat and and start evaluating this if you don't have anything add already I think yeah I think we are good here thank you everyone and please uh fill the form for us thank you thank you and have a good day thank you thank you cheers