echelon asia summit 2015: build your multi-$b category outside of the valley

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Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

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Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Overall (20) Category Creators (10)

Non-Category Creators (10)

$0 $1 $2 $3 $4 $5 $6

$3.40

$5.60

$1.20

CNN/Fortune top 20 fastest growing companies

Category creator premium

Category creators: 5X valuation premium on revenue growth!

Incremental market cap per $1 of additional revenue

Source: Cambridge Partners in HBR Blog, 09/2011Mark Organ@markorgan // @influitive

Tesla BMW Group

Daimler AG

VW Ford GM $0K

$200K

$400K

$600K

$800K

$1,000K

$1,200K

$1,400K

$1,600K

$1,800K $1,630K

$35K $33K $10K $9K $6K $0K

* Fisker filed for chapter 11 protection in Nov 2013Source: Yahoo! Finance, Corporate filings, Analyst reports; Market caps are USD & as at Oct 2014

Fisker*

Market capitalization / global 2013 unit sales

Successful category creator >> ENTIRE VALUE of previous category!

Mark Organ@markorgan // @influitive

PARTCIPATION PRIZE!!!

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

a transformational experience

+driven by disruptive forces

MY DEFINITION OF A CATEGORY:For a distinct segment of the market,

A revolutionary business model

Mark Organ@markorgan // @influitive

Green-conscious, technophile early adopter car enthusiasts

All-electric drive with equivalent/superior performance to BMW7-series/Benz S-class

• Custom car ordering online, direct• Supercharging / battery switching stations• Continuous deployment of upgrades

• Lithium-ion battery innovation• Cloud computing

TESLA: Electric high-performance luxury cars 2010-2013

Mark Organ@markorgan // @influitive

High-growth, cash-strapped B2B companies largely in Bay Area

Acquire and deploy good-enough CRM successfully in days instead of years

• Monthly subscription by user• Continuous deployment of upgrades centrally for all customers

Cloud / internet delivered software

SALESFORCE.COM: Cloud CRM, 1999-2004

Mark Organ@markorgan // @influitive

Process and lead-gen oriented (demand gen) B2B marketers

Automatically nurture prospects, guided by their behavior, until sales-ready

• Monthly subscription, scaled by user• Continuous deployment of upgrades centrally for all customers

• Cloud-delivered software• Automated filtering of phone and mail

ELOQUA: Cloud marketing automation 2005-2013

Mark Organ@markorgan // @influitive

Advocate marketers and the advocates they serve

Advocate-centered, comprehensive and self-service experience

• Monthly subscription, scaled by advocate activity• Continuous deployment of upgrades centrally for all customers

Pervasive social web

INFLUITIVE: Advocate marketing platform 2010-2???

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Mark Organ@markorgan // @influitive

Dr. Venkataswamy

Mark Organ@markorgan // @influitive