Traditional thinking dictates that a venture capitalist’s first step after investment is to strip out overhead cost and create efficiencies. But in recent years, we’ve noticed a shift in the conversation - new leadership is now focused on leveraging and positioning the existing brand. We are working with investors and CEOs to:
- Assess the current state of marketing and sales effectiveness
- Understand brand equity and refresh branding
- Define the company’s position in the market
- Create alignment between sales, engineering, and marketing to improve product development and product launch
- Pivot to enter emerging markets or push deeper into existing markets
- Provide voice of the customer (VOC) and improve CX
Increasing Morale Under Changing Ownership
Changes to the ownership structure can create employee and customer fear, distrust, and risk aversion, which can hinder progress in any of these initiatives. If your employees are protecting their turf and operating from a sense of scarcity, it’s hard to tap into their potential to explore new ideas.
A greenfield project can help. The excitement around a new product launch, new market, or new brand investment can help your team see beyond today’s struggles and into tomorrow’s possibilities. Our process recognizes the value and input of every stakeholder, and helps them arrive at an action plan together, with clear milestones, critical success factors and KPIs.
Critical Success Factors (CSF)
A successful venture capital investment is different in every industry, every company. Be sure to develop a common understanding of expectations, reporting requirements, and frequency. From product development or IP pipeline to sales pipeline, customer count, bookings and customer acquisition costs, you can develop a simple dashboard to improve alignment and actionability.
| Critical Success Factor | KPIs | How to Get There |
|
New market entry or market share increase |
Clearly defined personas and targeted key messages Market share |
Corporate positioning based on demographic and market research and VOC, a strong unique value proposition, and clear competitive advantage |
| Strong and motivated management team | Engineering, sales, and marketing alignment |
Customer-centric sales methodology and CRM-based sales process |
| Fair entry price | Perceived value | Market assessment and positioning |
| Proper deal structuring |
Customer acquisition cost Win rate |
|
| Proactive monitoring | Defined sales and marketing goals and benchmarks | Successfully implemented and adopted systems with closed-loop reporting |
| Clear exit strategy |
Recurring revenue growth and profit metrics Succession or transition plan |
About Launch Team, Inc.
We are a multi-dimensional, highly focused marketing firm that has helped companies in technical and engineering-driven industries succeed. We've been doing this for over 30 years, increasing and improving our offerings along the way. Our team's backgrounds include optics, chemistry, biology paired with a core business and marketing focus. This allows our team a unique understanding of your business, the decision makers you work with, and the engineers who will evaluate your solution.
