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Bart De Pelsmaeker

Bart De Pelsmaeker

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titlereadme

Be concise but precise.

The purpose of this doc is to give the team and stakeholders a succinct view on the problem space:

image-20240216-170019.png

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titleValidation and Proof Points:proof points

  • Do we have validation of the needs?

    • Beyond internal conversations, discussions with partners and friends.

    • Customer discovery interviews

      • real customers, face-to-face

  • Industry stats?

    • e.g. research reports, general industry numbers,…

Start writing here:

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titleSize of market (TAM, SAM, SOM)

Total Addressable Market (TAM)

The whole universe of state agencies who experience this need.

Serviceable Available Market (SAM)

The part of this market that we can realistically reach and convert in a medium- to long-term.

Serviceable Obtainable Market (SOM)

What can we realistically capture of this market in 18-24 months after solution launch? What are our beach-heads? Taking into account our

  • Competitive advantage

  • Current market penetration of competitors

  • Our marketing and sales teams' need for time to reach the customers in (pre-)buying mode

Start writing here:
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titleBeachheads

Early adopters & how to reach them:

  • Strategy: Top-down or bottom-up (see here)

  • Marketing channels

    • Which ones and why are they the best to reach this SOM

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Strategic partnerships

This initiative is intended to leverage the TemplarShield - ServiceNow partnership relations.

GSA listing

    • ?

Getting listed on the General Services Administration (GSA) Schedule

Content marketing / though leadership

Develop and share insightful content that addresses the specific compliance challenges faced by state agencies. This could include white papers, case studies, blog posts, and webinars

Industry shows

Are there specific shows where our customers could be reached

Budget

Do we have

  • Budget:

    • Do we need funds to spend on marketing?

    • Estimate for CAC in this market

  • Sales execution

How would we follow-up on deals/get informed?

    • Strategy direct or partner-led

Start writing here:
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titleScaling

Strategy to scale-up

Infliction point when to switch

Start writing here:
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titleBusiness model and monetization (@sonny)

Value & pricing

Do we offer identical pricing as for other customers (eg enterprises)? Or do we tailor the pricing: limited capability, lower price (likely higher quantity) or higher pricing? And if so, why?

Our solution is part of larger compliance deals that ServiceNow delivers to the state agencies.

We currently decided to move forward with our standard pricing.

Model

What model best fits state agencies? Any specific requirements?

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