How to Go To Market Across Many Verticals with Asia Orangio

but if you've been feeling the pressure but if you've been feeling the pressure to Niche if you've been feeling like to Niche if you've been feeling like to Niche if you've been feeling like okay I want to go to I want to go to okay I want to go to I want to go to okay I want to go to I want to go to market across many different verticals I market across many different verticals I market across many different verticals I just don't really know how how do we just don't really know how how do we just don't really know how how do we actually do that I would argue you actually do that I would argue you actually do that I would argue you really actually need Focus you don't really actually need Focus you don't really actually need Focus you don't actually need to Niche unless of course actually need to Niche unless of course actually need to Niche unless of course that aligns with you and your goals we that aligns with you and your goals we that aligns with you and your goals we are going to talk all about how to go to are going to talk all about how to go to are going to talk all about how to go to market which is why you're ultimately market which is why you're ultimately market which is why you're ultimately here and when we think about going to here and when we think about going to here and when we think about going to Market Market Market especially when you have a SAS or especially when you have a SAS or especially when you have a SAS or software that's applicable to many software that's applicable to many software that's applicable to many different verticals segments I actually different verticals segments I actually different verticals segments I actually think for the most part we make this a think for the most part we make this a think for the most part we make this a little bit harder than what it actually little bit harder than what it actually little bit harder than what it actually needs to be so my goal here today is to needs to be so my goal here today is to needs to be so my goal here today is to do really two things I want to clarify do really two things I want to clarify do really two things I want to clarify and I want to simplify and I want to simplify and I want to simplify because when we clarify and we simplify because when we clarify and we simplify because when we clarify and we simplify then we take action then we take action then we take action but first I actually just want to start but first I actually just want to start but first I actually just want to start with a very quick story so this is a with a very quick story so this is a with a very quick story so this is a pretty prototypical story uh me and my pretty prototypical story uh me and my pretty prototypical story uh me and my work so I run a growth consultancy we work so I run a growth consultancy we work so I run a growth consultancy we work with SAS companies all over the work with SAS companies all over the work with SAS companies all over the world one of the number one things we do world one of the number one things we do world one of the number one things we do is troubleshoot growth and if we're not is troubleshoot growth and if we're not is troubleshoot growth and if we're not troubleshooting growth we are finding troubleshooting growth we are finding troubleshooting growth we are finding new growth and Market opportunities for new growth and Market opportunities for new growth and Market opportunities for companies and so this I would say is a companies and so this I would say is a companies and so this I would say is a pretty typical uh story but there was a pretty typical uh story but there was a pretty typical uh story but there was a company that we worked with digital company that we worked with digital company that we worked with digital Asset Management so it's called a dam Asset Management so it's called a dam Asset Management so it's called a dam which I actually love saying and this which I actually love saying and this which I actually love saying and this dam is in a particular a particular part dam is in a particular a particular part dam is in a particular a particular part of the market where they're not really of the market where they're not really of the market where they're not really quite uh their whole thing like isn't quite uh their whole thing like isn't quite uh their whole thing like isn't necessarily to compete with the binders necessarily to compete with the binders necessarily to compete with the binders of the world they really just want to of the world they really just want to of the world they really just want to make it really easy to bring assets make it really easy to bring assets make it really easy to bring assets together to share links to these assets together to share links to these assets together to share links to these assets and enable teams to be able to acquire

and enable teams to be able to acquire and enable teams to be able to acquire those assets and use them in whatever those assets and use them in whatever those assets and use them in whatever they want to do they want to do they want to do what was really interesting was this what was really interesting was this what was really interesting was this particular company of course like particular company of course like particular company of course like they're spread across a bunch of they're spread across a bunch of they're spread across a bunch of different verticals they have freemium different verticals they have freemium different verticals they have freemium they have a demo model they also have a they have a demo model they also have a they have a demo model they also have a free trial and on top of that they're free trial and on top of that they're free trial and on top of that they're targeting b2c folks so they're like targeting b2c folks so they're like targeting b2c folks so they're like targeting designers and people like targeting designers and people like targeting designers and people like designers who want to share assets designers who want to share assets designers who want to share assets they're also targeting uh something like they're also targeting uh something like they're also targeting uh something like the mid-market the mid-market the mid-market so like this is like medium-sized so like this is like medium-sized so like this is like medium-sized businesses and then finally they're businesses and then finally they're businesses and then finally they're targeting Enterprise and they're on the targeting Enterprise and they're on the targeting Enterprise and they're on the beat like they're super on the B2B side beat like they're super on the B2B side beat like they're super on the B2B side and what's really interesting was one of and what's really interesting was one of and what's really interesting was one of the very first conversations I had with the very first conversations I had with the very first conversations I had with the CEO and the founder was he was like the CEO and the founder was he was like the CEO and the founder was he was like Asia we are spread super thin uh one I Asia we are spread super thin uh one I Asia we are spread super thin uh one I can't hold all these limes we've got can't hold all these limes we've got can't hold all these limes we've got like three four people on the team but like three four people on the team but like three four people on the team but also we're not making enough progress on also we're not making enough progress on also we're not making enough progress on growth we're torn between these three growth we're torn between these three growth we're torn between these three very big fundamental fundamentally very big fundamental fundamentally very big fundamental fundamentally different segments and on top of that different segments and on top of that different segments and on top of that the team doesn't really know like where the team doesn't really know like where the team doesn't really know like where are we going next like what is the next are we going next like what is the next are we going next like what is the next thing to go and do because we're spread thing to go and do because we're spread thing to go and do because we're spread across all these different things across all these different things across all these different things and of course there's the there's the and of course there's the there's the and of course there's the there's the typical list of the the various typical list of the the various typical list of the the various marketing tactics and ideas and it's marketing tactics and ideas and it's marketing tactics and ideas and it's like the you know the the Evernote list like the you know the the Evernote list like the you know the the Evernote list or the the list in paper or notion and or the the list in paper or notion and or the the list in paper or notion and it's like 50 different ideas uh and like it's like 50 different ideas uh and like it's like 50 different ideas uh and like maybe like a third of them are actually maybe like a third of them are actually maybe like a third of them are actually crossed off because we started on doing crossed off because we started on doing crossed off because we started on doing them but there's a lot of marketing them but there's a lot of marketing them but there's a lot of marketing false starts there's lots of false false starts there's lots of false false starts there's lots of false starts with growth uh maybe if we did starts with growth uh maybe if we did starts with growth uh maybe if we did this or what if we did this or what if

this or what if we did this or what if this or what if we did this or what if we did this it's very very common we did this it's very very common we did this it's very very common and the the conversation that I had with and the the conversation that I had with and the the conversation that I had with the founder uh pretty much resulted in the founder uh pretty much resulted in the founder uh pretty much resulted in maybe we just need to like find a niche maybe we just need to like find a niche maybe we just need to like find a niche we just need to Niche and like just like we just need to Niche and like just like we just need to Niche and like just like take our whole software and put it over take our whole software and put it over take our whole software and put it over here and just focus entirely on this one here and just focus entirely on this one here and just focus entirely on this one particular segment of the market particular segment of the market particular segment of the market but the the conundrum of course was but the the conundrum of course was but the the conundrum of course was what Market do we focus on and how how what Market do we focus on and how how what Market do we focus on and how how do we eventually go back to expanding do we eventually go back to expanding do we eventually go back to expanding this is a conversation I've had several this is a conversation I've had several this is a conversation I've had several times with Founders before and the thing times with Founders before and the thing times with Founders before and the thing about the word Niche is that it has a about the word Niche is that it has a about the word Niche is that it has a very specific connotation I think very specific connotation I think very specific connotation I think whenever we say the word Niche or Niche whenever we say the word Niche or Niche whenever we say the word Niche or Niche whichever one you want whichever one you want whichever one you want I think what we're actually saying is we I think what we're actually saying is we I think what we're actually saying is we really want Focus really want Focus really want Focus so when we want when we when we're so when we want when we when we're so when we want when we when we're feeling like we have this pressure to feeling like we have this pressure to feeling like we have this pressure to Niche I think what we're really asking Niche I think what we're really asking Niche I think what we're really asking for is we just want to feel like we have for is we just want to feel like we have for is we just want to feel like we have a focus especially if our product or our a focus especially if our product or our a focus especially if our product or our software is widely applicable to many software is widely applicable to many software is widely applicable to many different use cases vertical segments different use cases vertical segments different use cases vertical segments but here's the thing about Niche and I but here's the thing about Niche and I but here's the thing about Niche and I actually was talking about this with actually was talking about this with actually was talking about this with April Dunford so if you saw her talk April Dunford so if you saw her talk April Dunford so if you saw her talk yesterday yesterday yesterday um you know she is the the positioning um you know she is the the positioning um you know she is the the positioning uh Guru I would say uh but we were uh Guru I would say uh but we were uh Guru I would say uh but we were actually talking about this the other actually talking about this the other actually talking about this the other day and the thing about Niche is day and the thing about Niche is day and the thing about Niche is whenever we think about niching whenever we think about niching whenever we think about niching typically we think about okay we've got typically we think about okay we've got typically we think about okay we've got our software and we just need to take our software and we just need to take our software and we just need to take one vertical and say this is now that's one vertical and say this is now that's one vertical and say this is now that's that software for that one vertical so

that software for that one vertical so that software for that one vertical so examples uh are typically examples uh are typically examples uh are typically CRM for law firms for example CRM for law firms for example CRM for law firms for example so CRM widely applicable broadly so CRM widely applicable broadly so CRM widely applicable broadly applicable software category what if you applicable software category what if you applicable software category what if you took that and crunched it down into it's took that and crunched it down into it's took that and crunched it down into it's just for law firms another example uh just for law firms another example uh just for law firms another example uh Inventory management for coffee roasters Inventory management for coffee roasters Inventory management for coffee roasters or vacation rental software for or vacation rental software for or vacation rental software for short-term rental companies short-term rental companies short-term rental companies so typically whenever we think about so typically whenever we think about so typically whenever we think about niching we think about okay great we've niching we think about okay great we've niching we think about okay great we've got this like broadly applicable thing got this like broadly applicable thing got this like broadly applicable thing let's just like shove it into a category let's just like shove it into a category let's just like shove it into a category or shove it into a vertical and here's or shove it into a vertical and here's or shove it into a vertical and here's the thing that is not a bad strategy the thing that is not a bad strategy the thing that is not a bad strategy that's like not what I'm here to tell that's like not what I'm here to tell that's like not what I'm here to tell you to to you to to you to to um to abandon but if you've been feeling um to abandon but if you've been feeling um to abandon but if you've been feeling the pressure to Niche if you've been the pressure to Niche if you've been the pressure to Niche if you've been feeling like okay I want to go to I want feeling like okay I want to go to I want feeling like okay I want to go to I want to go to market across many different to go to market across many different to go to market across many different verticals I just don't really know how verticals I just don't really know how verticals I just don't really know how how do we actually do that I would argue how do we actually do that I would argue how do we actually do that I would argue you really actually need Focus you don't you really actually need Focus you don't you really actually need Focus you don't actually need to Niche unless of course actually need to Niche unless of course actually need to Niche unless of course that aligns with you and your goals so that aligns with you and your goals so that aligns with you and your goals so what does focusing look like what does focusing look like what does focusing look like focusing is really just okay we have focusing is really just okay we have focusing is really just okay we have this widely applicable uh software and this widely applicable uh software and this widely applicable uh software and it can it can be used really in like it can it can be used really in like it can it can be used really in like tons of verticals and maybe there's tons of verticals and maybe there's tons of verticals and maybe there's actually only five verticals and it actually only five verticals and it actually only five verticals and it would be applied to would be applied to would be applied to what's really cool about focus is you what's really cool about focus is you what's really cool about focus is you get to ultimately fundamentally decide get to ultimately fundamentally decide get to ultimately fundamentally decide you get to be selective you get to you get to be selective you get to you get to be selective you get to choose based of course on a few factors choose based of course on a few factors choose based of course on a few factors but focusing basically says okay what if but focusing basically says okay what if but focusing basically says okay what if we've got this Dunning platform we've got this Dunning platform we've got this Dunning platform and there's really just key parts of the and there's really just key parts of the and there's really just key parts of the market that we're going to be focused on

market that we're going to be focused on market that we're going to be focused on and it's going to be direct to Consumer and it's going to be direct to Consumer and it's going to be direct to Consumer it's going to be B2B and likely it's going to be B2B and likely it's going to be B2B and likely subscription-based companies within subscription-based companies within subscription-based companies within those categories so as of course applies those categories so as of course applies those categories so as of course applies to this but these are our market to this but these are our market to this but these are our market segments these are the places that we segments these are the places that we segments these are the places that we want to go and play want to go and play want to go and play another example would be like digital another example would be like digital another example would be like digital signage but we're going to focus signage but we're going to focus signage but we're going to focus specifically on manufacturing companies specifically on manufacturing companies specifically on manufacturing companies and Retail companies that are Enterprise and Retail companies that are Enterprise and Retail companies that are Enterprise and yes like you could technically use and yes like you could technically use and yes like you could technically use digital signage and pretty much any kind digital signage and pretty much any kind digital signage and pretty much any kind of company it's widely applicable to of company it's widely applicable to of company it's widely applicable to many different verticals but here's the many different verticals but here's the many different verticals but here's the thing about Focus we get to choose we thing about Focus we get to choose we thing about Focus we get to choose we get to fundamentally say you know what get to fundamentally say you know what get to fundamentally say you know what we're not necessarily going to double we're not necessarily going to double we're not necessarily going to double down on this one thing forever however down on this one thing forever however down on this one thing forever however we do have these particular market we do have these particular market we do have these particular market segments that we would like to spend segments that we would like to spend segments that we would like to spend time in I think the one thing I want to just I think the one thing I want to just impart if you take nothing else away impart if you take nothing else away impart if you take nothing else away from this talk it is that a niche can from this talk it is that a niche can from this talk it is that a niche can and will give you focus and will give you focus and will give you focus focus is is really a broader concept focus is is really a broader concept focus is is really a broader concept having a niche that's absolutely going having a niche that's absolutely going having a niche that's absolutely going to give you focus if you're a CRM for to give you focus if you're a CRM for to give you focus if you're a CRM for law firms you're probably going to focus law firms you're probably going to focus law firms you're probably going to focus on law firms if a marketing agency comes on law firms if a marketing agency comes on law firms if a marketing agency comes along and is like hey I think your CRM along and is like hey I think your CRM along and is like hey I think your CRM is really cool it'll be really cool if is really cool it'll be really cool if is really cool it'll be really cool if like we could use your CRM you're like we could use your CRM you're like we could use your CRM you're probably going to be like yeah like probably going to be like yeah like probably going to be like yeah like that's awesome but we're really designed that's awesome but we're really designed that's awesome but we're really designed for law firms if you would like to use for law firms if you would like to use for law firms if you would like to use it great but you're probably not going it great but you're probably not going it great but you're probably not going to get the value that you would need to get the value that you would need to get the value that you would need because hey we're kind of focused on law because hey we're kind of focused on law because hey we're kind of focused on law firms so a niche would certainly give firms so a niche would certainly give firms so a niche would certainly give you focus it kind of gives you a place you focus it kind of gives you a place you focus it kind of gives you a place to play and I think that that's still a to play and I think that that's still a to play and I think that that's still a very an extremely valid strategy uh

very an extremely valid strategy uh very an extremely valid strategy uh however if you're kind of feeling like however if you're kind of feeling like however if you're kind of feeling like okay but I don't really want a niche so okay but I don't really want a niche so okay but I don't really want a niche so how do I focus how do I focus how do I focus there's a couple of ways to think about there's a couple of ways to think about there's a couple of ways to think about it it it again a niche can certainly give you again a niche can certainly give you again a niche can certainly give you focus but focus but focus but you can focus without necessarily you can focus without necessarily you can focus without necessarily niching and this is I think the one niching and this is I think the one niching and this is I think the one thing I want to take away I want you all thing I want to take away I want you all thing I want to take away I want you all to take away from today to take away from today to take away from today another way to think about this though another way to think about this though another way to think about this though is sure like a niche can give you focus is sure like a niche can give you focus is sure like a niche can give you focus but other things can give you focus too but other things can give you focus too but other things can give you focus too an incredible strategy and a really an incredible strategy and a really an incredible strategy and a really great process for actually operating so great process for actually operating so great process for actually operating so the actual execution work of focusing the actual execution work of focusing the actual execution work of focusing and then also where where are we going and then also where where are we going and then also where where are we going to best play where we think we are going to best play where we think we are going to best play where we think we are going to win which is the basis of strategy to win which is the basis of strategy to win which is the basis of strategy so I'm kind of talking about this you so I'm kind of talking about this you so I'm kind of talking about this you know in in more or less intangible terms know in in more or less intangible terms know in in more or less intangible terms so I want to make this a little bit more so I want to make this a little bit more so I want to make this a little bit more concrete here's a great example of a concrete here's a great example of a concrete here's a great example of a company that does Focus really well company that does Focus really well company that does Focus really well extremely well so most of us are extremely well so most of us are extremely well so most of us are familiar with segment if not mistaken familiar with segment if not mistaken familiar with segment if not mistaken especially if we are in the tech space especially if we are in the tech space especially if we are in the tech space but one thing that's really interesting but one thing that's really interesting but one thing that's really interesting about segment is they definitely didn't about segment is they definitely didn't about segment is they definitely didn't start out the gate targeting all these start out the gate targeting all these start out the gate targeting all these different uh verticals Etc they really different uh verticals Etc they really different uh verticals Etc they really started focusing on just one part of the started focusing on just one part of the started focusing on just one part of the market and it was engineer engineering market and it was engineer engineering market and it was engineer engineering and tech people who managed and cared and tech people who managed and cared and tech people who managed and cared about data and they also primarily about data and they also primarily about data and they also primarily looked mid-market to Enterprise and looked mid-market to Enterprise and looked mid-market to Enterprise and that's where they started uh but what's that's where they started uh but what's that's where they started uh but what's kind of cool though is their customer kind of cool though is their customer kind of cool though is their customer data platform they are targeting retail data platform they are targeting retail data platform they are targeting retail actually there's like a big list that actually there's like a big list that actually there's like a big list that they have here but they have retail uh they have here but they have retail uh they have here but they have retail uh marketplaces media B2B all kinds of

marketplaces media B2B all kinds of marketplaces media B2B all kinds of different segments and verticals they different segments and verticals they different segments and verticals they also support both startup and Enterprise also support both startup and Enterprise also support both startup and Enterprise but they didn't start this way again but they didn't start this way again but they didn't start this way again they started focusing primarily on uh they started focusing primarily on uh they started focusing primarily on uh the engineering community and also even the engineering community and also even the engineering community and also even more specifically at first if I'm not more specifically at first if I'm not more specifically at first if I'm not mistaken I believe it was startups and mistaken I believe it was startups and mistaken I believe it was startups and then later they went up market and then then later they went up market and then then later they went up market and then as they grew they added these verticals as they grew they added these verticals as they grew they added these verticals over time it wasn't like they came out over time it wasn't like they came out over time it wasn't like they came out the gate and they were like hey let's do the gate and they were like hey let's do the gate and they were like hey let's do the thing the thing the thing so that's a big company what about a so that's a big company what about a so that's a big company what about a smaller company so uh this is actually a smaller company so uh this is actually a smaller company so uh this is actually a company that I had the pleasure of company that I had the pleasure of company that I had the pleasure of working with if they are an influencer working with if they are an influencer working with if they are an influencer marketing reporting platform so if you marketing reporting platform so if you marketing reporting platform so if you run influencer marketing campaigns and run influencer marketing campaigns and run influencer marketing campaigns and you have challenges reporting on the you have challenges reporting on the you have challenges reporting on the success of those campaigns you can use success of those campaigns you can use success of those campaigns you can use influence kit but influence kit has influence kit but influence kit has influence kit but influence kit has really three specific targets that really three specific targets that really three specific targets that they're looking at at any given time and they're looking at at any given time and they're looking at at any given time and actually a lot of the work that we did actually a lot of the work that we did actually a lot of the work that we did was helping them stand up one particular was helping them stand up one particular was helping them stand up one particular part of that market one particular part of that market one particular part of that market one particular vertical and helping them ultimately vertical and helping them ultimately vertical and helping them ultimately achieve Focus they are working with achieve Focus they are working with achieve Focus they are working with Brands they also work with agencies and Brands they also work with agencies and Brands they also work with agencies and then they also work with the influencers then they also work with the influencers then they also work with the influencers themselves but our core work was really themselves but our core work was really themselves but our core work was really saying okay you're already kind of in a saying okay you're already kind of in a saying okay you're already kind of in a niche technically but really the niche technically but really the niche technically but really the ultimate goal is to okay but where do we ultimate goal is to okay but where do we ultimate goal is to okay but where do we focus where do we put all of our energy focus where do we put all of our energy focus where do we put all of our energy and how do we ultimately expand into and how do we ultimately expand into and how do we ultimately expand into different verticals over time different verticals over time different verticals over time in terms of the brands that they target in terms of the brands that they target in terms of the brands that they target so strategically speaking brands are the so strategically speaking brands are the so strategically speaking brands are the very first thing of course uh it's the very first thing of course uh it's the very first thing of course uh it's the ultimate Revenue driver and from there ultimate Revenue driver and from there ultimate Revenue driver and from there it really became all about okay what are it really became all about okay what are it really became all about okay what are the different verticals and industries the different verticals and industries the different verticals and industries that this ultimately applies to and we

that this ultimately applies to and we that this ultimately applies to and we ended up with a very short list and then ended up with a very short list and then ended up with a very short list and then we uh really picked one and we moved we uh really picked one and we moved we uh really picked one and we moved from there we're just saying your go to market is we're just saying your go to market is actually really simple so I said one of actually really simple so I said one of actually really simple so I said one of the things I want to do today is to the things I want to do today is to the things I want to do today is to simplify because this process actually simplify because this process actually simplify because this process actually doesn't have to be super hard but I feel doesn't have to be super hard but I feel doesn't have to be super hard but I feel like we kind of make it hard because like we kind of make it hard because like we kind of make it hard because like we get a little scared but really like we get a little scared but really like we get a little scared but really we just need a couple of things in order we just need a couple of things in order we just need a couple of things in order to focus to focus to focus we ultimately need to understand the we ultimately need to understand the we ultimately need to understand the overall Global jobs to be done of our overall Global jobs to be done of our overall Global jobs to be done of our customer base so whether you have 100 customer base so whether you have 100 customer base so whether you have 100 customers or 2 000 customers it doesn't customers or 2 000 customers it doesn't customers or 2 000 customers it doesn't really matter there's likely one really matter there's likely one really matter there's likely one particular job possibly two jobs that particular job possibly two jobs that particular job possibly two jobs that your customer is ultimately hiring Your your customer is ultimately hiring Your your customer is ultimately hiring Your solution for and firing an old solution solution for and firing an old solution solution for and firing an old solution for that solution could be an actual for that solution could be an actual for that solution could be an actual software could also just be Behavior but software could also just be Behavior but software could also just be Behavior but what is the overall reason why they're what is the overall reason why they're what is the overall reason why they're hiring regardless of what segment they hiring regardless of what segment they hiring regardless of what segment they are part of doesn't matter if they are are part of doesn't matter if they are are part of doesn't matter if they are in retail Healthcare doesn't matter if in retail Healthcare doesn't matter if in retail Healthcare doesn't matter if you're a B2B b2c doesn't like what is you're a B2B b2c doesn't like what is you're a B2B b2c doesn't like what is the ultimate job that they are hiring the ultimate job that they are hiring the ultimate job that they are hiring this product for despite their customer this product for despite their customer this product for despite their customer segment that's the key segment that's the key segment that's the key second we ultimately need to come away second we ultimately need to come away second we ultimately need to come away with clearly defined customer segments with clearly defined customer segments with clearly defined customer segments the really cool thing about jobs work is the really cool thing about jobs work is the really cool thing about jobs work is once you understand the job of your once you understand the job of your once you understand the job of your customer base from there you can then customer base from there you can then customer base from there you can then actually identify okay great out of this actually identify okay great out of this actually identify okay great out of this job that our product is currently job that our product is currently job that our product is currently working or servicing what are all the working or servicing what are all the working or servicing what are all the segments now that cater to that job what segments now that cater to that job what segments now that cater to that job what are the segments that care about that are the segments that care about that are the segments that care about that and then finally you guys need a process and then finally you guys need a process and then finally you guys need a process that your team is ultimately going to that your team is ultimately going to that your team is ultimately going to follow and stay relatively disciplined follow and stay relatively disciplined follow and stay relatively disciplined and bright shiny object syndrome can be

and bright shiny object syndrome can be and bright shiny object syndrome can be a company killer especially in the early a company killer especially in the early a company killer especially in the early days but when we think about going to days but when we think about going to days but when we think about going to market across many different verticals market across many different verticals market across many different verticals if we have a process that we feel really if we have a process that we feel really if we have a process that we feel really good about and the team can ultimately good about and the team can ultimately good about and the team can ultimately execute against then expanding into new execute against then expanding into new execute against then expanding into new markets and verticals over time it gets markets and verticals over time it gets markets and verticals over time it gets easier and ultimately the team feels a easier and ultimately the team feels a easier and ultimately the team feels a lot more prepared to do this and then lot more prepared to do this and then lot more prepared to do this and then finally it just gives you guys finally it just gives you guys finally it just gives you guys confidence that when you're ready to confidence that when you're ready to confidence that when you're ready to expand and to grow you ultimately can okay so you're probably wondering uh all okay so you're probably wondering uh all right that sounds awesome Asia but like right that sounds awesome Asia but like right that sounds awesome Asia but like how do I do the thing how do I know who how do I do the thing how do I know who how do I do the thing how do I know who to focus on where do we start to focus on where do we start to focus on where do we start and the focus framework is actually very and the focus framework is actually very and the focus framework is actually very very simple here so if you're thinking very simple here so if you're thinking very simple here so if you're thinking about okay if I think about my customer about okay if I think about my customer about okay if I think about my customer base I've got maybe hundreds if not base I've got maybe hundreds if not base I've got maybe hundreds if not thousands of customers what like there's thousands of customers what like there's thousands of customers what like there's maybe like five or maybe even ten maybe like five or maybe even ten maybe like five or maybe even ten different segments or verticals within different segments or verticals within different segments or verticals within that how do I actually know who to go that how do I actually know who to go that how do I actually know who to go after the first is we're going to look after the first is we're going to look after the first is we're going to look at who ultimately has the greatest at who ultimately has the greatest at who ultimately has the greatest Market opportunity especially after Market opportunity especially after Market opportunity especially after knowing what the ultimate fundamental knowing what the ultimate fundamental knowing what the ultimate fundamental job is we call this Tam or total job is we call this Tam or total job is we call this Tam or total addressable Market in the software SAS addressable Market in the software SAS addressable Market in the software SAS space but if you don't have like a very space but if you don't have like a very space but if you don't have like a very clear Tam and honestly I think the clear Tam and honestly I think the clear Tam and honestly I think the process here is uh there are some process here is uh there are some process here is uh there are some Founders who will say I just made it up Founders who will say I just made it up Founders who will say I just made it up and there are some Founders who actually and there are some Founders who actually and there are some Founders who actually you know like they really trust their you know like they really trust their you know like they really trust their Tam Tam Tam um sometimes we call this Tam but I um sometimes we call this Tam but I um sometimes we call this Tam but I think really the ultimate gist of this think really the ultimate gist of this think really the ultimate gist of this is what fundamentally has the greatest is what fundamentally has the greatest is what fundamentally has the greatest Market opportunity there's the most Market opportunity there's the most Market opportunity there's the most customers here the most people that you customers here the most people that you customers here the most people that you can ultimately acquire

can ultimately acquire can ultimately acquire next we really want the strongest next we really want the strongest next we really want the strongest product Market fit so once we identify product Market fit so once we identify product Market fit so once we identify okay great this is our strongest Market okay great this is our strongest Market okay great this is our strongest Market opportunity uh who ultimately is going opportunity uh who ultimately is going opportunity uh who ultimately is going to have the greatest product Market fit to have the greatest product Market fit to have the greatest product Market fit within that within that within that and then finally they need to be people and then finally they need to be people and then finally they need to be people that you actually like to support both that you actually like to support both that you actually like to support both from a customer support perspective and from a customer support perspective and from a customer support perspective and also from a go to market and just like also from a go to market and just like also from a go to market and just like acquisition perspective it's something acquisition perspective it's something acquisition perspective it's something that you guys might have expertise in that you guys might have expertise in that you guys might have expertise in it's also something that the support it's also something that the support it's also something that the support team or the customer success team they team or the customer success team they team or the customer success team they actually like actually like actually like you probably you might not necessarily you probably you might not necessarily you probably you might not necessarily want to go to market to a vertical or want to go to market to a vertical or want to go to market to a vertical or segment that everyone despises don't do segment that everyone despises don't do segment that everyone despises don't do that to yourself and or your team that to yourself and or your team that to yourself and or your team however you know you might you might however you know you might you might however you know you might you might decide that's you know there's decide that's you know there's decide that's you know there's trade-offs of course here but ideally trade-offs of course here but ideally trade-offs of course here but ideally these are people you guys like to these are people you guys like to these are people you guys like to support you like these people you want support you like these people you want support you like these people you want to see more of them to see more of them to see more of them so I want to give you a really quick so I want to give you a really quick so I want to give you a really quick example of how this process applies to example of how this process applies to example of how this process applies to thinking about uh finding those top thinking about uh finding those top thinking about uh finding those top verticals and segments verticals and segments verticals and segments so there is an inventory management uh so there is an inventory management uh so there is an inventory management uh platform specifically for Etsy made platform specifically for Etsy made platform specifically for Etsy made sellers before there were very uh very sellers before there were very uh very sellers before there were very uh very clear segments within this product clear segments within this product clear segments within this product there's handmade sellers on Etsy there's there's handmade sellers on Etsy there's there's handmade sellers on Etsy there's handmade sales on Shopify there's also handmade sales on Shopify there's also handmade sales on Shopify there's also larger manufacturing companies that larger manufacturing companies that larger manufacturing companies that potentially could use this inventory potentially could use this inventory potentially could use this inventory management platform but it's a little management platform but it's a little management platform but it's a little bit less of a fit bit less of a fit bit less of a fit if we were to think about our base and if we were to think about our base and if we were to think about our base and if we were to think about okay who has if we were to think about okay who has if we were to think about okay who has the ultimate best product Market fit who

the ultimate best product Market fit who the ultimate best product Market fit who has the uh the greatest Market has the uh the greatest Market has the uh the greatest Market opportunity we could probably scratch opportunity we could probably scratch opportunity we could probably scratch off a couple of things for this off a couple of things for this off a couple of things for this particular company it's okay well we particular company it's okay well we particular company it's okay well we know that most of our base is not know that most of our base is not know that most of our base is not necessarily uh on the Shopify side so we necessarily uh on the Shopify side so we necessarily uh on the Shopify side so we can cross that out larger manufacturers can cross that out larger manufacturers can cross that out larger manufacturers we don't necessarily have the strongest we don't necessarily have the strongest we don't necessarily have the strongest Park Market fit however the first one it Park Market fit however the first one it Park Market fit however the first one it fits all of those requirements it's the fits all of those requirements it's the fits all of those requirements it's the largest market opportunity that we have largest market opportunity that we have largest market opportunity that we have strongest product Market fit and also we strongest product Market fit and also we strongest product Market fit and also we love supporting these people love supporting these people love supporting these people um so right off the bat we went from um so right off the bat we went from um so right off the bat we went from three different segments in a market to three different segments in a market to three different segments in a market to actually we're probably just going to actually we're probably just going to actually we're probably just going to focus on one but here's the caveat we're focus on one but here's the caveat we're focus on one but here's the caveat we're not going to say no to these others not going to say no to these others not going to say no to these others forever it's just no right now that's forever it's just no right now that's forever it's just no right now that's the beauty of focus is we're basically the beauty of focus is we're basically the beauty of focus is we're basically going to say okay we're going to go to going to say okay we're going to go to going to say okay we're going to go to market on these folks first and then market on these folks first and then market on these folks first and then when we're ready to expand we will when we're ready to expand we will when we're ready to expand we will we can take this process even further so we can take this process even further so we can take this process even further so if you think about okay well the if you think about okay well the if you think about okay well the handmade sellers on Etsy that's actually handmade sellers on Etsy that's actually handmade sellers on Etsy that's actually a pretty big category we can we can a pretty big category we can we can a pretty big category we can we can segment even further uh in this segment even further uh in this segment even further uh in this particular case we drilled down into particular case we drilled down into particular case we drilled down into these three so these are the three that these three so these are the three that these three so these are the three that we might ultimately end up be focused on we might ultimately end up be focused on we might ultimately end up be focused on based off of again those previously based off of again those previously based off of again those previously requirements when you think about your customer base when you think about your customer base and when you think about your ultimate and when you think about your ultimate and when you think about your ultimate your product your business the one your product your business the one your product your business the one question I want to ask you question I want to ask you question I want to ask you this is like a little thinking moment this is like a little thinking moment this is like a little thinking moment here uh but does the context of your here uh but does the context of your here uh but does the context of your customer segment fundamentally change customer segment fundamentally change customer segment fundamentally change how they buy so does the context of the customer

so does the context of the customer segment change how they buy segment change how they buy segment change how they buy I'm going to give you an example let's I'm going to give you an example let's I'm going to give you an example let's say I am a commission tracking platform say I am a commission tracking platform say I am a commission tracking platform commission tracking software and my commission tracking software and my commission tracking software and my commission tracking software can be commission tracking software can be commission tracking software can be applied to three pretty different applied to three pretty different applied to three pretty different categories I might uh use this categories I might uh use this categories I might uh use this commission tracking software on my commission tracking software on my commission tracking software on my commercial real estate companies I could commercial real estate companies I could commercial real estate companies I could use it on let's say startups for sales use it on let's say startups for sales use it on let's say startups for sales teams and then I could also use it for teams and then I could also use it for teams and then I could also use it for let's say a really random use case let's say a really random use case let's say a really random use case inside of healthcare inside of healthcare inside of healthcare each of those categories have each of those categories have each of those categories have fundamentally different procurement fundamentally different procurement fundamentally different procurement processes buying processes requirements processes buying processes requirements processes buying processes requirements and needs and needs and needs so the context of each of those segments so the context of each of those segments so the context of each of those segments have fundamentally changed how they buy have fundamentally changed how they buy have fundamentally changed how they buy a startup a Founder is probably going to a startup a Founder is probably going to a startup a Founder is probably going to sign up for a free trial and kind of sign up for a free trial and kind of sign up for a free trial and kind of tool around a little bit uh the tool around a little bit uh the tool around a little bit uh the Healthcare company they might have a Healthcare company they might have a Healthcare company they might have a whole procurement Department that whole procurement Department that whole procurement Department that focuses entirely on finding and focuses entirely on finding and focuses entirely on finding and searching for software that solves this searching for software that solves this searching for software that solves this problem that solves this need and then problem that solves this need and then problem that solves this need and then the the commercial real estate companies the the commercial real estate companies the the commercial real estate companies I might have to actually get on the I might have to actually get on the I might have to actually get on the phone with those folks because they're phone with those folks because they're phone with those folks because they're literally never at their desks uh and literally never at their desks uh and literally never at their desks uh and it's you know it's hard to get a broker it's you know it's hard to get a broker it's you know it's hard to get a broker on the phone but this is the kind of on the phone but this is the kind of on the phone but this is the kind of thinking around the segments and thinking around the segments and thinking around the segments and verticals that we are targeting today is verticals that we are targeting today is verticals that we are targeting today is what is the ultimate fundamental context what is the ultimate fundamental context what is the ultimate fundamental context that they are buying in and does that that they are buying in and does that that they are buying in and does that change whenever we shift our view of our change whenever we shift our view of our change whenever we shift our view of our segment segment segment so if you're kind of like all right well so if you're kind of like all right well so if you're kind of like all right well based off of the segments and verticals based off of the segments and verticals

based off of the segments and verticals that we have today the context doesn't that we have today the context doesn't that we have today the context doesn't really change maybe you're targeting really change maybe you're targeting really change maybe you're targeting Enterprise B2B uh and they're like the Enterprise B2B uh and they're like the Enterprise B2B uh and they're like the procurement process is pretty much the procurement process is pretty much the procurement process is pretty much the same no matter where you go same no matter where you go same no matter where you go um okay so if no then really your number um okay so if no then really your number um okay so if no then really your number one goal here is to continue focusing on one goal here is to continue focusing on one goal here is to continue focusing on an incredible customer experience an incredible customer experience an incredible customer experience however if the answer is yes if you were however if the answer is yes if you were however if the answer is yes if you were kind of like okay my segments they do kind of like okay my segments they do kind of like okay my segments they do fundamentally change uh the context like fundamentally change uh the context like fundamentally change uh the context like the context upon which customers buy the context upon which customers buy the context upon which customers buy based on their segment it does change based on their segment it does change based on their segment it does change what do we do this is where you are what do we do this is where you are what do we do this is where you are actually going to focus your go to actually going to focus your go to actually going to focus your go to market efforts really on one segment at market efforts really on one segment at market efforts really on one segment at a time and again still adhering to that a time and again still adhering to that a time and again still adhering to that Focus framework so we're really going to Focus framework so we're really going to Focus framework so we're really going to do our best not to stray too far out of do our best not to stray too far out of do our best not to stray too far out of those requirements but what we are going those requirements but what we are going those requirements but what we are going to do is we're actually now going to to do is we're actually now going to to do is we're actually now going to simplify the process of how we go to simplify the process of how we go to simplify the process of how we go to market market market okay so this is the slide that you guys okay so this is the slide that you guys okay so this is the slide that you guys are waiting for like how do we actually are waiting for like how do we actually are waiting for like how do we actually do the thing do the thing do the thing uh going to market across many different uh going to market across many different uh going to market across many different verticals it really does not have to be verticals it really does not have to be verticals it really does not have to be um uh it's it's not rocket science and I um uh it's it's not rocket science and I um uh it's it's not rocket science and I and I say that very tongue-in-cheek and I say that very tongue-in-cheek and I say that very tongue-in-cheek um because there's probably a rocket um because there's probably a rocket um because there's probably a rocket science company out there like in the science company out there like in the science company out there like in the audience today audience today audience today but the very first thing is we but the very first thing is we but the very first thing is we ultimately need to focus on one segment ultimately need to focus on one segment ultimately need to focus on one segment at a time at a time at a time for at least six months for at least six months for at least six months and I say six months because and I say six months because and I say six months because a lot of us have the false starts we run a lot of us have the false starts we run a lot of us have the false starts we run a campaign for two weeks or we we try a campaign for two weeks or we we try a campaign for two weeks or we we try sending emails to someone for like a sending emails to someone for like a sending emails to someone for like a week or so and then it doesn't work or week or so and then it doesn't work or week or so and then it doesn't work or we don't know what like the right we don't know what like the right we don't know what like the right message is then we kind of give up when

message is then we kind of give up when message is then we kind of give up when we move on we move on we move on but what we find especially in our work but what we find especially in our work but what we find especially in our work especially in marketing and going to especially in marketing and going to especially in marketing and going to Market is the audience always moves a Market is the audience always moves a Market is the audience always moves a lot slower than the marketing never lot slower than the marketing never lot slower than the marketing never fails so it takes about six months and I fails so it takes about six months and I fails so it takes about six months and I would say there are some of you out would say there are some of you out would say there are some of you out there who will there who will there who will apply this approach and you'll probably apply this approach and you'll probably apply this approach and you'll probably see results very very fast but just be see results very very fast but just be see results very very fast but just be thinking at least six months living thinking at least six months living thinking at least six months living within a particular segment of vertical within a particular segment of vertical within a particular segment of vertical after that we want to ultimately Center after that we want to ultimately Center after that we want to ultimately Center our go to market activity around that our go to market activity around that our go to market activity around that particular segment or vertical and when particular segment or vertical and when particular segment or vertical and when I say go to market activity I mean I say go to market activity I mean I say go to market activity I mean there's a there's a very quick list of there's a there's a very quick list of there's a there's a very quick list of things here this is uh ideally your things here this is uh ideally your things here this is uh ideally your sales cadences the website so there are sales cadences the website so there are sales cadences the website so there are probably going to be pages that you probably going to be pages that you probably going to be pages that you build for this particular segment of build for this particular segment of build for this particular segment of vertical there's going to be campaigns vertical there's going to be campaigns vertical there's going to be campaigns ads that you likely run if ads are part ads that you likely run if ads are part ads that you likely run if ads are part of your growth strategy there's also of your growth strategy there's also of your growth strategy there's also likely going to be some prioritizing of likely going to be some prioritizing of likely going to be some prioritizing of the product roadmap and then of course the product roadmap and then of course the product roadmap and then of course there's all kinds of different like there's all kinds of different like there's all kinds of different like sales enablement content you might need sales enablement content you might need sales enablement content you might need to create really of course depends on to create really of course depends on to create really of course depends on the vertical or segment that you're the vertical or segment that you're the vertical or segment that you're targeting but what's important here is targeting but what's important here is targeting but what's important here is the go to market activity around that the go to market activity around that the go to market activity around that segment ultimately needs to be centered segment ultimately needs to be centered segment ultimately needs to be centered around and focused on who you're around and focused on who you're around and focused on who you're targeting targeting targeting after that we are then going to after that we are then going to after that we are then going to demonstrate credibility and this is much demonstrate credibility and this is much demonstrate credibility and this is much more more more um this is definitely more applicable to um this is definitely more applicable to um this is definitely more applicable to like Enterprise B2B however even when like Enterprise B2B however even when like Enterprise B2B however even when you look at b2c you look at b2c you look at b2c establishing credibility especially in a establishing credibility especially in a establishing credibility especially in a relatively new segment or vertical

relatively new segment or vertical relatively new segment or vertical um really this is like it's pretty easy um really this is like it's pretty easy um really this is like it's pretty easy I mean it's customer testimonials it's I mean it's customer testimonials it's I mean it's customer testimonials it's case studies it also could be maybe you case studies it also could be maybe you case studies it also could be maybe you are speaking at certain conferences are speaking at certain conferences are speaking at certain conferences maybe you're also establishing maybe you're also establishing maybe you're also establishing credibility in other ways that's very credibility in other ways that's very credibility in other ways that's very visible to that particular segment or visible to that particular segment or visible to that particular segment or audience audience audience and then finally and then finally and then finally um after you go through this process and um after you go through this process and um after you go through this process and again we're living with this for you again we're living with this for you again we're living with this for you know when it's not just like two weeks know when it's not just like two weeks know when it's not just like two weeks it's going to be like a six month it's going to be like a six month it's going to be like a six month process for some of you it might process for some of you it might process for some of you it might actually be years especially if you are actually be years especially if you are actually be years especially if you are targeting again that B2B Enterprise side targeting again that B2B Enterprise side targeting again that B2B Enterprise side um but after going through this process um but after going through this process um but after going through this process we then get the engine going if it we then get the engine going if it we then get the engine going if it doesn't work we of course iterate doesn't work we of course iterate doesn't work we of course iterate but then after that we repeat we do it but then after that we repeat we do it but then after that we repeat we do it again again again there's a couple of caveats here uh the there's a couple of caveats here uh the there's a couple of caveats here uh the first is a lot of this is going to first is a lot of this is going to first is a lot of this is going to fundamentally depend on the size of your fundamentally depend on the size of your fundamentally depend on the size of your go-to Market team go-to Market team go-to Market team so the more verticals that you add so the more verticals that you add so the more verticals that you add ideally the more support that you have ideally the more support that you have ideally the more support that you have on the Marketing sales customer success on the Marketing sales customer success on the Marketing sales customer success Etc aside however if the goal is not to Etc aside however if the goal is not to Etc aside however if the goal is not to build like a big giant team that's okay build like a big giant team that's okay build like a big giant team that's okay you can actually still use this process you can actually still use this process you can actually still use this process it just what it's going to look like is it just what it's going to look like is it just what it's going to look like is you might not continue to run those you might not continue to run those you might not continue to run those campaigns after you get the engine going campaigns after you get the engine going campaigns after you get the engine going you might decide to move on for a while you might decide to move on for a while you might decide to move on for a while to something else of course it really I to something else of course it really I to something else of course it really I say it depends like a typical marketer say it depends like a typical marketer say it depends like a typical marketer but it does kind of depend really but it does kind of depend really but it does kind of depend really depends on your situation and ultimately depends on your situation and ultimately depends on your situation and ultimately what you want to accomplish in this what you want to accomplish in this what you want to accomplish in this process one thing again to remember is the one thing again to remember is the market is always going to move slower

market is always going to move slower market is always going to move slower than your marketing it takes what I than your marketing it takes what I than your marketing it takes what I think like an hour these days to set up think like an hour these days to set up think like an hour these days to set up a Google ads account and to start a Google ads account and to start a Google ads account and to start running your very first Google ads running your very first Google ads running your very first Google ads campaign but it's probably going to take campaign but it's probably going to take campaign but it's probably going to take the market a little bit longer to catch the market a little bit longer to catch the market a little bit longer to catch up so it's really important that you up so it's really important that you up so it's really important that you actually give yourselves enough time to actually give yourselves enough time to actually give yourselves enough time to to make momentum and to see the result to make momentum and to see the result to make momentum and to see the result at the end of the day at the end of the day at the end of the day so if you're kind of like okay but like so if you're kind of like okay but like so if you're kind of like okay but like that seems really easy Asia I don't know that seems really easy Asia I don't know that seems really easy Asia I don't know I'm not sure if I believe all of this I'm not sure if I believe all of this I'm not sure if I believe all of this why is it that easy I promise you it why is it that easy I promise you it why is it that easy I promise you it really is that easy the reason why we do really is that easy the reason why we do really is that easy the reason why we do it this way there's a couple of reasons it this way there's a couple of reasons it this way there's a couple of reasons first if we try to go to market across first if we try to go to market across first if we try to go to market across many different verticals all at once a many different verticals all at once a many different verticals all at once a couple things happen the team is spread couple things happen the team is spread couple things happen the team is spread too thin and the story that I told too thin and the story that I told too thin and the story that I told earlier kind of happens all over again earlier kind of happens all over again earlier kind of happens all over again now we don't really know where to focus now we don't really know where to focus now we don't really know where to focus we're not really sure like what to do we're not really sure like what to do we're not really sure like what to do next it's not really clear because you next it's not really clear because you next it's not really clear because you know Susie's over here like running know Susie's over here like running know Susie's over here like running campaigns for e-commerce but then Gary campaigns for e-commerce but then Gary campaigns for e-commerce but then Gary is over here like doing a whole other is over here like doing a whole other is over here like doing a whole other thing and it doesn't seem like we're all thing and it doesn't seem like we're all thing and it doesn't seem like we're all like moving in the same direction so we like moving in the same direction so we like moving in the same direction so we do we take this approach one segment at do we take this approach one segment at do we take this approach one segment at a time building things as we go instead a time building things as we go instead a time building things as we go instead of trying to do everything all at once of trying to do everything all at once of trying to do everything all at once purely because we don't just we just purely because we don't just we just purely because we don't just we just don't want to spread ourselves too thin don't want to spread ourselves too thin don't want to spread ourselves too thin we don't want to risk the burnout of we don't want to risk the burnout of we don't want to risk the burnout of trying all these different things across trying all these different things across trying all these different things across all these different segments and all these different segments and all these different segments and verticals and then not getting the verticals and then not getting the verticals and then not getting the result that we want to see result that we want to see result that we want to see the second reason why we do this is the second reason why we do this is the second reason why we do this is because one thing that you're going to because one thing that you're going to because one thing that you're going to find is as you go to market across many find is as you go to market across many find is as you go to market across many different verticals and across many different verticals and across many different verticals and across many different segments over time you're different segments over time you're different segments over time you're going to notice that your customer base going to notice that your customer base going to notice that your customer base is going to not only expand but also

is going to not only expand but also is going to not only expand but also change you're going to start seeing change you're going to start seeing change you're going to start seeing different kinds of customers you're different kinds of customers you're different kinds of customers you're going to start seeing different kinds of going to start seeing different kinds of going to start seeing different kinds of jobs to be done and needs and what's jobs to be done and needs and what's jobs to be done and needs and what's really important about this process is really important about this process is really important about this process is by going one segment at a time you by going one segment at a time you by going one segment at a time you actually allow yourself to remain open actually allow yourself to remain open actually allow yourself to remain open to new customer opportunities to new customer opportunities to new customer opportunities uh one thing you don't necessarily want uh one thing you don't necessarily want uh one thing you don't necessarily want to do is say okay these are our three to do is say okay these are our three to do is say okay these are our three segments forever uh it's a little bit segments forever uh it's a little bit segments forever uh it's a little bit risky there are some you know who can do risky there are some you know who can do risky there are some you know who can do that and they're very successful with it that and they're very successful with it that and they're very successful with it but what I would recommend based off of but what I would recommend based off of but what I would recommend based off of what we've seen is as you go through what we've seen is as you go through what we've seen is as you go through this process you might find that there's this process you might find that there's this process you might find that there's actually another segment that pops up actually another segment that pops up actually another segment that pops up that has uh incredible product Market that has uh incredible product Market that has uh incredible product Market fit a great Market opportunity and fit a great Market opportunity and fit a great Market opportunity and taking this approach allows you to be taking this approach allows you to be taking this approach allows you to be open and flexible to that happening and open and flexible to that happening and open and flexible to that happening and then of course if it doesn't happen you then of course if it doesn't happen you then of course if it doesn't happen you stay the course and you you continue stay the course and you you continue stay the course and you you continue your existing strategy your existing strategy your existing strategy and then finally the other reason why we and then finally the other reason why we and then finally the other reason why we approach it this way is we want to make approach it this way is we want to make approach it this way is we want to make sure that we're building a go-to market sure that we're building a go-to market sure that we're building a go-to market team that can ultimately stay flexible team that can ultimately stay flexible team that can ultimately stay flexible and also is the right team uh especially and also is the right team uh especially and also is the right team uh especially if we're not sure if certain segments if we're not sure if certain segments if we're not sure if certain segments are going to pan out so this is the are going to pan out so this is the are going to pan out so this is the other reason why we take this approach other reason why we take this approach other reason why we take this approach but I promise you it is actually uh it but I promise you it is actually uh it but I promise you it is actually uh it can actually be very simple the hardest can actually be very simple the hardest can actually be very simple the hardest part really is just getting the focus part really is just getting the focus part really is just getting the focus and then committing to it and being and then committing to it and being and then committing to it and being disciplined disciplined disciplined so I wanted to use a real life example so I wanted to use a real life example so I wanted to use a real life example as we as we close out today this is a as we as we close out today this is a as we as we close out today this is a company that I feel like most of us are company that I feel like most of us are company that I feel like most of us are probably familiar with probably like all probably familiar with probably like all probably familiar with probably like all familiar with profitwell I do not work familiar with profitwell I do not work familiar with profitwell I do not work with or for profit well in any capacity with or for profit well in any capacity with or for profit well in any capacity I'm actually really just taking a look

I'm actually really just taking a look I'm actually really just taking a look at their website and I'm I'm making my at their website and I'm I'm making my at their website and I'm I'm making my best guess based off of what I've seen best guess based off of what I've seen best guess based off of what I've seen on their social what I'm seeing on their on their social what I'm seeing on their on their social what I'm seeing on their blog but profitwell and also price blog but profitwell and also price blog but profitwell and also price intelligently this is intelligently this is intelligently this is um how would you I guess like um how would you I guess like um how would you I guess like subscription subscription metrics subscription subscription metrics subscription subscription metrics platform I'm actually not sure what the platform I'm actually not sure what the platform I'm actually not sure what the exact category is but profile is very exact category is but profile is very exact category is but profile is very interesting because most of us probably interesting because most of us probably interesting because most of us probably know them as B2B SAS um actually maybe know them as B2B SAS um actually maybe know them as B2B SAS um actually maybe not even B2B maybe it's actually just not even B2B maybe it's actually just not even B2B maybe it's actually just SAS subscription metrics platform but SAS subscription metrics platform but SAS subscription metrics platform but what's been really cool to see is what's been really cool to see is what's been really cool to see is profitwell is actually expanding not profitwell is actually expanding not profitwell is actually expanding not just from SAS but they're actually just from SAS but they're actually just from SAS but they're actually expanding into new categories as we expanding into new categories as we expanding into new categories as we speak and this has been I would say like speak and this has been I would say like speak and this has been I would say like a one to two year long process that I've a one to two year long process that I've a one to two year long process that I've been observing this and it's been it's been observing this and it's been it's been observing this and it's been it's been interesting because I think a lot been interesting because I think a lot been interesting because I think a lot of us might have seen maybe some content of us might have seen maybe some content of us might have seen maybe some content coming out of them lot of us might not coming out of them lot of us might not coming out of them lot of us might not have actually seen this but they're have actually seen this but they're have actually seen this but they're starting to expand into D to C which is starting to expand into D to C which is starting to expand into D to C which is very interesting because there's uh it's very interesting because there's uh it's very interesting because there's uh it's it's a it's an applicable use case but it's a it's an applicable use case but it's a it's an applicable use case but in a pretty different vertical but there in a pretty different vertical but there in a pretty different vertical but there are some similarities are some similarities are some similarities so what profitwell's doing is they're so what profitwell's doing is they're so what profitwell's doing is they're starting to expand their website so starting to expand their website so starting to expand their website so they're creating landing pages for this they're creating landing pages for this they're creating landing pages for this particular vertical and segment they're particular vertical and segment they're particular vertical and segment they're also creating content specifically for also creating content specifically for also creating content specifically for this vertical or segment it's really this vertical or segment it's really this vertical or segment it's really interesting because when you look at interesting because when you look at interesting because when you look at their SAS content or their SAS focused their SAS content or their SAS focused their SAS content or their SAS focused content there's a lot of like written content there's a lot of like written content there's a lot of like written articles uh they have they have I think articles uh they have they have I think articles uh they have they have I think a podcast and I think they also have a podcast and I think they also have a podcast and I think they also have like a video like a video like a video um Channel as well if not mistaken but um Channel as well if not mistaken but um Channel as well if not mistaken but for their d2c customers it's really for their d2c customers it's really for their d2c customers it's really clear they're really going hard clear they're really going hard clear they're really going hard specifically on rich media because when

specifically on rich media because when specifically on rich media because when I think about d2c it kind of makes sense I think about d2c it kind of makes sense I think about d2c it kind of makes sense it's a it's a medium that this audience it's a it's a medium that this audience it's a it's a medium that this audience is more likely to engage with is more likely to engage with is more likely to engage with but they're not just stopping there uh but they're not just stopping there uh but they're not just stopping there uh they are of course creating landing they are of course creating landing they are of course creating landing pages specific to this particular pages specific to this particular pages specific to this particular vertical as they expand into it and then vertical as they expand into it and then vertical as they expand into it and then finally they have restructured their finally they have restructured their finally they have restructured their website a little bit as well so in this website a little bit as well so in this website a little bit as well so in this drop down for those who are in the back drop down for those who are in the back drop down for those who are in the back and probably can't see uh they have the and probably can't see uh they have the and probably can't see uh they have the B2B subscription landing page the b2c B2B subscription landing page the b2c B2B subscription landing page the b2c subscription landing page which is their subscription landing page which is their subscription landing page which is their d2c version they also of course have d2c version they also of course have d2c version they also of course have e-commerce and media so these are their e-commerce and media so these are their e-commerce and media so these are their different verticals they are ultimately different verticals they are ultimately different verticals they are ultimately targeting but it seems like from just targeting but it seems like from just targeting but it seems like from just from what I can see on social and I'm from what I can see on social and I'm from what I can see on social and I'm not getting like any of their emails or not getting like any of their emails or not getting like any of their emails or anything on the d2c side but it kind of anything on the d2c side but it kind of anything on the d2c side but it kind of seems like this year for them has been seems like this year for them has been seems like this year for them has been focused on expanding into this focused on expanding into this focused on expanding into this particular Market particular Market particular Market which has been really cool to see which has been really cool to see which has been really cool to see because I think it's a great example because I think it's a great example because I think it's a great example one thing to keep in mind though is as one thing to keep in mind though is as one thing to keep in mind though is as they are expanding into this different they are expanding into this different they are expanding into this different segment they haven't really changed segment they haven't really changed segment they haven't really changed their website or their home page I their website or their home page I their website or their home page I should say the home page is still should say the home page is still should say the home page is still focused on that core value prop if I focused on that core value prop if I focused on that core value prop if I were to kind of take a step back and were to kind of take a step back and were to kind of take a step back and guess like what the jobs to be done guess like what the jobs to be done guess like what the jobs to be done would be for profit well it's probably would be for profit well it's probably would be for profit well it's probably when I can't measure the performance and when I can't measure the performance and when I can't measure the performance and success of my business give me a success of my business give me a success of my business give me a platform that does exactly that so I can platform that does exactly that so I can platform that does exactly that so I can confidently grow my subscription-based confidently grow my subscription-based confidently grow my subscription-based business but what's cool about that job business but what's cool about that job business but what's cool about that job is doesn't really matter if you're SAS is doesn't really matter if you're SAS is doesn't really matter if you're SAS or if you're d2c or whatever vertical if or if you're d2c or whatever vertical if or if you're d2c or whatever vertical if you have that problem then you're you have that problem then you're you have that problem then you're probably going to evaluate profit will probably going to evaluate profit will probably going to evaluate profit will in your specific context or your

in your specific context or your in your specific context or your specific lens specific lens specific lens so they didn't like overhaul the home so they didn't like overhaul the home so they didn't like overhaul the home page and like say okay we're gonna page and like say okay we're gonna page and like say okay we're gonna double down on d2c like on the home page double down on d2c like on the home page double down on d2c like on the home page they really just created other assets to they really just created other assets to they really just created other assets to make sure that customers had those make sure that customers had those make sure that customers had those things available to them to make the things available to them to make the things available to them to make the best decision best decision best decision and I think the other thing too to keep and I think the other thing too to keep and I think the other thing too to keep in mind here is that they didn't in mind here is that they didn't in mind here is that they didn't ultimately alienate their original SAS ultimately alienate their original SAS ultimately alienate their original SAS audience do we all really care if audience do we all really care if audience do we all really care if profitwell expands into d2c profitwell expands into d2c profitwell expands into d2c probably not your customers probably probably not your customers probably probably not your customers probably also don't care if you expand into also don't care if you expand into also don't care if you expand into another vertical and especially if you another vertical and especially if you another vertical and especially if you have really strong positioning and have really strong positioning and have really strong positioning and messaging on your home page you're messaging on your home page you're messaging on your home page you're probably going to attract the various probably going to attract the various probably going to attract the various verticals and segments that you want verticals and segments that you want verticals and segments that you want anyway which is the magic of of not only anyway which is the magic of of not only anyway which is the magic of of not only great marketing but thinking about great marketing but thinking about great marketing but thinking about expansion from the go to market expansion from the go to market expansion from the go to market perspective perspective perspective all right so real quick recap on going all right so real quick recap on going all right so real quick recap on going to market across many different to market across many different to market across many different verticals we're going to identify those verticals we're going to identify those verticals we're going to identify those top one to three segments we're going to top one to three segments we're going to top one to three segments we're going to go to market one segment at a time go to market one segment at a time go to market one segment at a time and then we're going to iterate and and then we're going to iterate and and then we're going to iterate and we're going to expand if we like these we're going to expand if we like these we're going to expand if we like these new segments and verticals if we are new segments and verticals if we are new segments and verticals if we are successful with them uh then it's either successful with them uh then it's either successful with them uh then it's either we continue to focus and grow them or we continue to focus and grow them or we continue to focus and grow them or move on either one no wrong answer here move on either one no wrong answer here move on either one no wrong answer here ultimately really depends again on your ultimately really depends again on your ultimately really depends again on your product your goals and what you want to product your goals and what you want to product your goals and what you want to do do do right that is everything for me this right that is everything for me this right that is everything for me this slide did not load the way it was slide did not load the way it was slide did not load the way it was intended to load but I'm going to prayer intended to load but I'm going to prayer intended to load but I'm going to prayer Emoji anyway Emoji anyway Emoji anyway and thank you so much for your time and thank you so much for your time and thank you so much for your time [Applause]

thanks those are really amazing talk as thanks those are really amazing talk as Founders what indicators should we be Founders what indicators should we be Founders what indicators should we be looking for to kind of help us looking for to kind of help us looking for to kind of help us differentiate between whether something differentiate between whether something differentiate between whether something is actually a good potential Market is actually a good potential Market is actually a good potential Market segment for us to Target and when we're segment for us to Target and when we're segment for us to Target and when we're having shiny object syndrome oh yes having shiny object syndrome oh yes having shiny object syndrome oh yes that's such a great question okay so the that's such a great question okay so the that's such a great question okay so the question was question was question was um what are the indicators that it's an um what are the indicators that it's an um what are the indicators that it's an actual viable segment versus a bright actual viable segment versus a bright actual viable segment versus a bright shiny object great question and really I shiny object great question and really I shiny object great question and really I think it's ultimately uh what if I don't think it's ultimately uh what if I don't think it's ultimately uh what if I don't know what the top segments are or like know what the top segments are or like know what the top segments are or like what if what if that's unclear what if what if that's unclear what if what if that's unclear um okay um okay um okay there's a couple ways to think about there's a couple ways to think about there's a couple ways to think about this the first way is when you go this the first way is when you go this the first way is when you go through your uh assuming that you also through your uh assuming that you also through your uh assuming that you also you already have customers when you go you already have customers when you go you already have customers when you go through your existing customer base uh through your existing customer base uh through your existing customer base uh usually signals for market segments are usually signals for market segments are usually signals for market segments are already there already there already there if you don't have signals in your if you don't have signals in your if you don't have signals in your existing customer base and you are this existing customer base and you are this existing customer base and you are this is an entirely new part of the market is an entirely new part of the market is an entirely new part of the market you don't have any customers in that you don't have any customers in that you don't have any customers in that space you're actually going to go space you're actually going to go space you're actually going to go through what we call customer Discovery through what we call customer Discovery through what we call customer Discovery you're going to go through the customer you're going to go through the customer you're going to go through the customer Discovery process and one of my absolute Discovery process and one of my absolute Discovery process and one of my absolute favorite books is that I recommend all favorite books is that I recommend all favorite books is that I recommend all the time is lean product Playbook and the time is lean product Playbook and the time is lean product Playbook and there's actually a whole entire part of there's actually a whole entire part of there's actually a whole entire part of this book where he describes the author this book where he describes the author this book where he describes the author describes the process of okay what if I describes the process of okay what if I describes the process of okay what if I don't know if this segment is viable don't know if this segment is viable don't know if this segment is viable what are the questions I need to ask what are the questions I need to ask what are the questions I need to ask what are like what does the interview what are like what does the interview what are like what does the interview process look like how do I actually get process look like how do I actually get process look like how do I actually get that information that's one way that you that information that's one way that you that information that's one way that you can approach understanding if this can approach understanding if this can approach understanding if this segment is going to be viable for you or segment is going to be viable for you or segment is going to be viable for you or not or it's just a bright shiny object I

not or it's just a bright shiny object I not or it's just a bright shiny object I think the other thing though is if it's think the other thing though is if it's think the other thing though is if it's truly the second way I think about this truly the second way I think about this truly the second way I think about this is if it's truly a market opportunity uh is if it's truly a market opportunity uh is if it's truly a market opportunity uh it's unless like there's some Market it's unless like there's some Market it's unless like there's some Market Force that happens that is unpredictable Force that happens that is unpredictable Force that happens that is unpredictable cough covered cough covered cough covered um um um then there's probably like that Market's then there's probably like that Market's then there's probably like that Market's probably still going to be there when probably still going to be there when probably still going to be there when like after you kind of double down on like after you kind of double down on like after you kind of double down on whatever top customer segment you whatever top customer segment you whatever top customer segment you already have so if it's something that already have so if it's something that already have so if it's something that can wait for a minute awesome uh keep can wait for a minute awesome uh keep can wait for a minute awesome uh keep that in your back pocket and when you go that in your back pocket and when you go that in your back pocket and when you go through the process of okay we're ready through the process of okay we're ready through the process of okay we're ready for expansion that segment can be in for expansion that segment can be in for expansion that segment can be in that list and you can reevaluate it then that list and you can reevaluate it then that list and you can reevaluate it then as well but what we don't want to do is as well but what we don't want to do is as well but what we don't want to do is what we we don't want to fundamentally what we we don't want to fundamentally what we we don't want to fundamentally reshift our priority strategically reshift our priority strategically reshift our priority strategically unless we absolutely have to uh and and unless we absolutely have to uh and and unless we absolutely have to uh and and the market opportunity on the other side the market opportunity on the other side the market opportunity on the other side of that has to be pretty dang great for of that has to be pretty dang great for of that has to be pretty dang great for you to you know kind of shift the point you to you know kind of shift the point you to you know kind of shift the point to ship in a different direction that's to ship in a different direction that's to ship in a different direction that's how I would think about that thanks for the presentation so sometimes thanks for the presentation so sometimes six months you mentioned the process six six months you mentioned the process six six months you mentioned the process six months sometimes it's a lot of time for months sometimes it's a lot of time for months sometimes it's a lot of time for for startups like life for that what for startups like life for that what for startups like life for that what level of activity is expected in those level of activity is expected in those level of activity is expected in those six months to prove the the segment and six months to prove the the segment and six months to prove the the segment and can it be accelerator somehow yeah can it be accelerator somehow yeah can it be accelerator somehow yeah such a great question such a great question such a great question um so here's the thing I think if we um so here's the thing I think if we um so here's the thing I think if we don't know if it's a viable segment then don't know if it's a viable segment then don't know if it's a viable segment then we kind of have to go through the we kind of have to go through the we kind of have to go through the process anyway of validating it right process anyway of validating it right process anyway of validating it right um but if we're pretty sure it's a valid um but if we're pretty sure it's a valid um but if we're pretty sure it's a valid segment I think the question I would ask segment I think the question I would ask segment I think the question I would ask actually back would be would you rather

actually back would be would you rather actually back would be would you rather spend three to six months really spend three to six months really spend three to six months really committing to something to know that the committing to something to know that the committing to something to know that the next two to five years would be set next two to five years would be set next two to five years would be set or would you rather continue to kind of or would you rather continue to kind of or would you rather continue to kind of like jump in a bunch of different places like jump in a bunch of different places like jump in a bunch of different places and that's kind of the way that I think and that's kind of the way that I think and that's kind of the way that I think about it uh yes there is a little bit of about it uh yes there is a little bit of about it uh yes there is a little bit of a a a um there is certainly risk here but I um there is certainly risk here but I um there is certainly risk here but I think if we're thinking about mitigating think if we're thinking about mitigating think if we're thinking about mitigating risk then the best way to do that is to risk then the best way to do that is to risk then the best way to do that is to go through this discovery and go through this discovery and go through this discovery and development phase and that's how I would development phase and that's how I would development phase and that's how I would think about kind of minimizing that then think about kind of minimizing that then think about kind of minimizing that then spending five to six months probably spending five to six months probably spending five to six months probably doesn't feel as bad if you're pretty doesn't feel as bad if you're pretty doesn't feel as bad if you're pretty confident in it but you asked about confident in it but you asked about confident in it but you asked about acceleration which I think is acceleration which I think is acceleration which I think is interesting interesting interesting at the end of the day it's going to at the end of the day it's going to at the end of the day it's going to depend on your Market it's going to depend on your Market it's going to depend on your Market it's going to depend on the segment if we're thinking depend on the segment if we're thinking depend on the segment if we're thinking about accelerating B2B Enterprise sales about accelerating B2B Enterprise sales about accelerating B2B Enterprise sales um there's only so many things that we um there's only so many things that we um there's only so many things that we can do up to a point can do up to a point can do up to a point at the same exact time however depending at the same exact time however depending at the same exact time however depending on that market segment you might find on that market segment you might find on that market segment you might find that it is actually possible to that it is actually possible to that it is actually possible to accelerate and in terms of like what is accelerate and in terms of like what is accelerate and in terms of like what is the list of things to do I mean we're at the list of things to do I mean we're at the list of things to do I mean we're at the very bare minimum we're expanding the very bare minimum we're expanding the very bare minimum we're expanding our website we're running campaigns and our website we're running campaigns and our website we're running campaigns and I'll you know I'll let you decide to I'll you know I'll let you decide to I'll you know I'll let you decide to what degree do we run those campaigns what degree do we run those campaigns what degree do we run those campaigns because if you have the budget and the because if you have the budget and the because if you have the budget and the time to go all out that could be a way time to go all out that could be a way time to go all out that could be a way that you accelerate it that you accelerate it that you accelerate it but at the very bare minimum that's it but at the very bare minimum that's it but at the very bare minimum that's it and then on top of that what's our talk and then on top of that what's our talk and then on top of that what's our talk track what's the message that we put out track what's the message that we put out track what's the message that we put out to those people what's the experience to those people what's the experience to those people what's the experience that we need to provide those people to that we need to provide those people to that we need to provide those people to best maximize and that's going to depend best maximize and that's going to depend best maximize and that's going to depend on your product whether you have a demo on your product whether you have a demo on your product whether you have a demo model or a free trial model whether you model or a free trial model whether you model or a free trial model whether you have email onboarding I mean you got to have email onboarding I mean you got to have email onboarding I mean you got to think about every single touch point of

think about every single touch point of think about every single touch point of the customer experience the customer experience the customer experience um that I would say would honestly be um that I would say would honestly be um that I would say would honestly be the bare minimum I think anything that's the bare minimum I think anything that's the bare minimum I think anything that's else that's left on the table is really else that's left on the table is really else that's left on the table is really another opportunity to improve another opportunity to improve another opportunity to improve conversion great talk um I was wondering if if the great talk um I was wondering if if the use of pricing to separate verticals use of pricing to separate verticals use of pricing to separate verticals ever makes sense or it's kind of ever makes sense or it's kind of ever makes sense or it's kind of standard pricing across all the standard pricing across all the standard pricing across all the verticals yeah oh good question verticals yeah oh good question verticals yeah oh good question C is C is C is typically what we see is based off of typically what we see is based off of typically what we see is based off of the segment or vertical the segment or vertical the segment or vertical ideally your model doesn't have to ideally your model doesn't have to ideally your model doesn't have to fundamentally change unless you're going fundamentally change unless you're going fundamentally change unless you're going up market and now you got to figure out up market and now you got to figure out up market and now you got to figure out like Enterprise pricing that's that's like Enterprise pricing that's that's like Enterprise pricing that's that's usually what we see usually what we see usually what we see um ideally though your your model um ideally though your your model um ideally though your your model doesn't have to totally break and get doesn't have to totally break and get doesn't have to totally break and get you know rebuilt it's rare that we've you know rebuilt it's rare that we've you know rebuilt it's rare that we've seen that seen that seen that um what we usually see though is again um what we usually see though is again um what we usually see though is again unless the market context unless the market context unless the market context unless it fundamentally changes how unless it fundamentally changes how unless it fundamentally changes how someone buys probably don't have to someone buys probably don't have to someone buys probably don't have to totally dramatic change you know change totally dramatic change you know change totally dramatic change you know change the pricing I will say what what is the pricing I will say what what is the pricing I will say what what is confusing from a customer experience is confusing from a customer experience is confusing from a customer experience is seeing that there's pricing for one seeing that there's pricing for one seeing that there's pricing for one particular segment and then they kind of particular segment and then they kind of particular segment and then they kind of like wander off into another part of the like wander off into another part of the like wander off into another part of the website and they see pricing for a website and they see pricing for a website and they see pricing for a different segment they're kind of like different segment they're kind of like different segment they're kind of like wait a minute so that that's kind of a wait a minute so that that's kind of a wait a minute so that that's kind of a uh it's like a it's a tough situation to uh it's like a it's a tough situation to uh it's like a it's a tough situation to to navigate but generally I would say to navigate but generally I would say to navigate but generally I would say simplify it if you if that segment or

simplify it if you if that segment or simplify it if you if that segment or vertical is truly aligned you probably vertical is truly aligned you probably vertical is truly aligned you probably don't have to break apart your whole don't have to break apart your whole don't have to break apart your whole model and like rebuild it again unless model and like rebuild it again unless model and like rebuild it again unless you're going like Enterprise and then you're going like Enterprise and then you're going like Enterprise and then you kind of do you kind of do you kind of do because that's just the way Enterprise because that's just the way Enterprise because that's just the way Enterprise works sometimes works sometimes works sometimes any more questions thanks so much Asia thanks so much Asia [Applause]