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The LeanLaunch Pad at Stanford – Class 6: Channel Hypotheses

Steve Blank

All the teams were showing us what agile looked like, but this week several would remind us what focused and relentless really meant. This week they were testing their hypotheses about the salesChannel” – how a company delivers its value proposition (i.e. Week 6 of the class. its product or service) to its customers.

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SuperMac War Story 9: Sales, Not Awards « Steve Blank

Steve Blank

SuperMac sold our graphic boards for the Macintosh through multiple distribution channels: direct sales to major accounts, national chains, independent rep firms, etc. But the computer retail channel was a large part of our sales. Her packaging class was so good that we sent every new marketer at SuperMac to take it.

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SuperMac War Story 6: Building The Killer Team – Mission, Intent.

Steve Blank

But what I wanted was an agile marketing team capable of operating independently without day-to-day direction. To do that we will create end-user demand and drive it into the sales channel, educate the channel and customers about why our products are superior, and help Engineering understand customer needs and desires.

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The Customer Development Manifesto: Reasons for the Revolution.

Steve Blank

After 20 years of working in startups, I decided to take a step back and look at the product development model I had been following and see why it usually failed to provide useful guidance in activities outside the building – sales, marketing and business development. So what’s wrong the product development model?

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Going to Trade Shows Like it Matters – Part 2

Steve Blank

———— T o: Marketing Department From: Steve Subject: Going to Trade Shows Like it Matters Generating Leads Ownership If your company is going to a show to generate leads, then sales owns the show. This is worthy of an open and honest discussion with sales up front. And inviting to the booth/dinner/private demo.

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Customer Development Manifesto: The Path of Warriors and Winners.

Steve Blank

In future posts I’ll describe how Eric Ries and the Lean Startup concept provide the equivalent model for product development activities inside the building and neatly integrates customer and agile development. The absolute number depends on your channel and industry. A few successful ones do all these things.

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Vertical Markets 4: Putting it All Together « Steve Blank

Steve Blank

Execution by Vertical Market As the class progressed, students asked how the activities/functions of a startup; (Sales, Marketing, Business Development, Product Development, etc.) For example, How does sales differ from one market to another? Sales – What Channel to reach the customer? Waterfall, Agile, Lean?

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