saas products: around the world in 180 days : gtm

Prashant | CTO & Co-Founder

© 2017 Unbxd Inc., All rights reserved.

‘State of the art’ Machine Learning and AI algorithms

on

vast number of Online, Offline & Social signals

to

provide ‘Out of the Box’ discovery mechanisms and insights@ scale


First India Customer

Raised Seed Round

20+ Customers. Product Market Fit. Raised Series A FundingFirst International Customer. Dedicated Sales team for US.

Product-market fit in US.

120+ customers in US. Large enterprise accounts. Series B Funding

Co-founded UNBXD with PavanOctober 2011

March 2012

June 2012

UNBXD Journey

June 2014

December 2013

March 2015

2016


- Get your idea in front of customer in fastest way possible- Try everything – cold calling, email, conferences, online

forums

What worked for us?- Digital marketplaces- Conferences & Tradeshows- Direct Marketing – Outbound Emails

First Ten(10) Customers


Customer Churn – Good or Bad?

Understand your ideal customer for product.

Be prepared to churn customers who are not a right fit

Make customer your partner in building your product


Defining Brand

Your DNA:- Business focus(UNBXD) or people focus- Technology(UNBXD) or services

Customer Segment:- SMBs: High volume & low margin- Enterprise: Premium & high margin (UNBXD)

Execution:- Deliver High Value- Great Customer Service


Segment & Target

Build MVP (Minimal Viable Product) for MVS (Minimal Viable Segment)

Avoid Multiple Segments

Build Credibility.

Small segment in Large market sizeTarget a whitespace

MVP MVS

Target segment

Limited Resources, Must Focus

Define Product Position & Audience


Product Market Fit

Unique Value Proposition Against Competition

How does customer evaluate the value of your product - Economic factor- Technology upgrade- Huge competitive advantage

Reduce barriers to Entry

Acquiring similar customers in the segment

X Paying Customers - $1M Run Rate with Reasonable Churn

Customers become your advocates


Hiring your first sales Rep for overseas

For ARPA < $6K: self service – no sales reps

For ARPA up to $25K: inside sales reps (India)

For ARPA > $100K: Field sales reps (US)

Sales Rep –Cultural Fit. Great to hire from networkAt least 25% of ideal customers you want in the next 12

months For similar price pointExpected sales cycles. Value based selling not relationship

selling

Messaging

Unbxd is an AI based commerce discovery solution that connects Customer's digital experience with the right content and provide actionable insights.

Product Positioning & MessagingFor the Marketing and Merchandising team including the commerce P&L head

Who are manually managing product discovery & are limited to reach every single aspectOur approach offers automated product discovery with easy to use management tools

That uses Artificial Intelligence and Natural Language Processing to provide better shopper experience and deeper and actionable insights

Unlike a traditional or open source solution that provides limited information and poor shopper experience


Audience Who is the Buyer:

Who is the User:

CEO/VP – Stronger Brand, Faster Growth

IT – Free up resources to higher values

Finance – Better economics

Business/ Mid-level Managers – Meet their KPIs, Goals

Developers – Self serve, Libraries & SDKs, Forums, Insights into system

Business Managers- Easy to use tools, Zero IT support

Executives – Performance indicators, Automated insights


Customer Success

Compartmentalize entire lifecycle before beginning to scale

Customer Success should be product / technology expertsEvery activity should reinforce Value Proposition for customer

Stay consistent and don’t compromise the brand value.


Scaling Sales & Marketing

Sales is science, focus on hiring the right sales people

Sales people react to how you incentivize them

Needs Capital – organic or funding

Invest in the marketing channel that is working but don’t stop experimenting


Thank you