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0:00
My name is Professor
Milé Terziovski.
I'm a former engineer with
a multinational
organization and a PhD from
the Melbourne Business School,
University of Melbourne
in Quality Management
and Innovation.
For the past seven years,
I've been working at Swinburne
University of Technology
as a tenured professor of
entrepreneurship and innovation,
where I held the role
of department chair
of business technology and
entrepreneurship for six years.
0:28
The next topic is Topic
6, Go-To-Market strategy.
Developing a Go-To-Market
strategy is a critical step for
successfully launching
a technology product.
This is the firm's overall
approach to its target market,
and its product strategy
and pricing strategy.
Channels of distribution,
positioning,
points of differentiation,
and promotional strategy are
in sync with one
another and make sense.
This topic will
cover the following:
Steps involved in developing
a Go-To-Market strategy,
positioning, pricing,
distribution channels
and promotional strategies
will be covered,
how to create a marketing plan,
and the importance of building
relationships with early
adopters and influencers,
and we'll provide
a brief example of
how Zoom adapted its
Go-To-Market strategy
during the COVID-19 pandemic
to accommodate a
surge in demand.
1:28
The figure shows
feasibility analysis
for Go-To-Market strategy.
1:34
Components of a
Go-To-Market strategy.
There are several components
of a Go-To-Market strategy:
Launching the strategy,
positioning and brand development,
competitive reaction, price
promotional mix and distribution,
sales process and tactics,
product and market development
and growth potential.
We will look at a
couple of these.
First of all,
positioning and mapping.
Define a unique
selling proposition.
What makes your
technology unique
and why it matters to
your target customers?
Positioning should re-resonate
with customer pain points,
and highlight your solution's
distinct advantages.
Create a positioning statement
that summarizes who your
target customers are,
what problem you solve,
and how you deliver
value uniquely.
For example, Zoom adapted
its Go-To-Market strategy
during the COVID-19 pandemic
to accommodate a
surge in demand.
