CORPORATE INNOVATION & GO-TO-MARKET
Helping Corporate Intrapreneurs develop a Go-To-Market Strategy with speed and agility.
Watkins Bay's Go-To-Market Bootcamp uses Design Thinking and Go-To-Market frameworks, tools, templates, proven methodologies and concepts to identify opportunities and a pathway to unlocking value rapidly for growth.
You don't need to do it on your own.
Overview
Watkins Bay's Go-To-Market Bootcamp is a five-day iterative program incorporating a functional team of between 7 and 10 members plus internal experts, customers, suppliers, distribution partners, and other stakeholders at relevant stages to dive deep into a specific opportunity and unlock specific value.
The Watkin's Bay Go-To-Market Bootcamp is best suited for a team with a defined product or service but has challenges realising the commercial benefits. The program is an iterative process, with each step and day building on the other, testing the current assumptions and feeding back to previous steps any learnings to further develop the Go-To-Market Plan.
The five-day program starts at 09:30 am daily with a morning and afternoon break of 20 minutes plus a lunch break of one hour. The day will finish at 5:00 pm each day.
As part of the program, there are three additional check-ins with the team over the following 90 days to review actions from the plan, benchmark against metrics, codify any learnings, and adapt the plan for continued iterative execution.
Day 1: "Laying Foundations"
Day 1 is integral to the program as it lays the foundations for future referencing, direction and team alignment. The laying of these foundations, based on research and building on previous product and product market fit testing, allows for precise goal setting and a greater understanding of the problem to be solved and the key issues to be considered and navigated, including critical stakeholders and competition.
The Watkins Bay Corporate Innovation Team uses a defined set of tools and frameworks to provide the right mix of structure, flow, ideation and validation of each step to ensure a clear understanding of the landscape for future critical thinking and decision-making, including clear goals.
AGENDA
SET LONG-TERM GOALS / ENSURE ALIGNMENT
DEFINE QUESTIONS YOU NEED ANSWERS TO
MARKET SEGMENTATION AND RESEARCH
PRODUCT / SERVICE CAPABILITY DEFINITION
UNDERSTAND YOUR CUSTOMER AND KEY ACTORS
MAP KEY STAKEHOLDERS (INTERNAL / EXTERNAL)
OUTLINE KEY SYSTEMS
COMPETITOR ANALYSIS
CORE PROBLEM STATE AND DEFINITION
TIMINGS
START TIME: 09:30 am
BREAK: 11:30 am (20 Minutes)
LUNCH: 1:00 pm (1 Hour: Catering Provided)
BREAK: 3:00 pm (20 Minutes)
FINISH: 5:00pm
Day 2: "Value Proposition & Differentiation"
Day 2 progresses through the fundamental concepts of the Value Proposition for the defined customers by linking the capabilities of the product or service to the problem and benchmarking the critical aspects of this offering to the competition > Differentiation.
Engagement with customers, experts and internal stakeholders is critical during Day 2, as is the previous research work on customers and their feedback on the last prototype work, if applicable.
The Watkins Bay Corporate Innovation Team uses a defined set of tools and frameworks to provide the right mix of structure, flow, ideation and validation of each step to ensure that there is a clear understanding of the Value Proposition and what makes the offering different to that of the competition or substitutes
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AGENDA
DEFINE THE TARGET MARKETDEFINE STATE ST
OUTLINE CURRENT AND FUTURE CAPABILITY OR OFFERING
DEFINE VALUE PROPOSITION
KEY COMPETITOR DIFFERENTIATORS
LIST KEY METRICS OF SUCCESS
TIMINGS
START TIME: 09:30 am
BREAK: 11:30 am (20 Minutes)
LUNCH: 1:00 pm (1 Hour: Catering Provided)
BREAK: 3:00 pm (20 Minutes)
FINISH: 5:00pm
Day 3: "Pricing & Profit"
Day 3 builds on the previous two days with detailed financial and economic modelling and scenario analysis. The team will go deeper into competitor offerings with a specific focus on pricing and the Go-To-Market strategy, including data relating to inelastic and elastic consumption behaviours based on various price points.
Continued engagement with customers, experts, suppliers and internal stakeholders is critical during Day 3, as gaining specific feedback on various price models and understanding key cost drivers may impact profitability in the short and long term.
The Watkins Bay Corporate Innovation Team uses a defined set of tools and frameworks to provide the right mix of structure, flow, ideation and validation of each step to ensure that there is a clear understanding of the various price options, the elasticity of demand, cost drivers which will impact profitability and operational and systems that may impact profitability.
AGENDA
TIMINGS
COST MODELS > PROFITABILITY
PRICING MODELS AND OPTIONS
BUDGETING
KEY CUSTOMER AND SALES METRICS
SCENARIO ANALYSIS
DEMAND TEST PLAN (ELASTICITY)
START TIME: 09:30 am
BREAK: 11:30 am (20 Minutes)
LUNCH: 1:00 pm (1 Hour: Catering Provided)
BREAK: 3:00 pm (20 Minutes)
FINISH: 5:00pm
Day 4: "Channels & Messaging"
Day 4 builds on the previous three days with a review of the current thinking which provides a stimulus to explore both internal and external channels for scaled distribution. Clearly articulating the tone of voice and messaging of the value proposition to the core customer segment and exploring 'activities' that are tactical in nature to gain further insights. A clear outline of rewards for the channel(s) and incentives to initiate customer Attention-Interest-Desire-Action.
Continued engagement with customers, experts, and potential channel partners is critical during Day 4, as gaining specific feedback on various channels, messaging, best forms, and platforms for communication, including incentives and rewards.
The Watkins Bay Corporate Innovation Team uses a defined set of tools and frameworks to provide the right mix of structure, flow, ideation and validation of each step to ensure a clear understanding of the various channels, incentives, messaging and engagement platforms that will stimulate demand.
AGENDA
RECAP & REVIEW CURRENT THINKING
IDENTIFY INTERNAL AND EXTERNAL CHANNELS FOR SCALE
TONE OF VOICE AND VALUE PROPOSITION MESSAGING
DIGITAL OUTREACH IDEAS
KEY LAUNCH ACTIVITIES "TACTICAL"
KEY MARKETING ACTIVITIES "TACTICAL"
FUNNEL METRICS & CONVERSION RATES
REWARDS AND INCENTIVES FOR CHANNEL
REWARDS AND INCENTIVES FOR CUSTOMERS
TIMINGS
START TIME: 09:30 am
BREAK: 11:30 am (20 Minutes)
LUNCH: 1:00 pm (1 Hour: Catering Provided)
BREAK: 3:00 pm (20 Minutes)
FINISH: 5:00pm
Day 5: "Review & Plan"
Day 5 is a culmination of the previous three days with a review of the current thinking which provides a stimulus to identify risks and articulate mitigants, detail the 90-Day Go-To-Market Action Plan, which is a tactical plan designed to test current thinking rapidly and gain new measurable insights to inform a longer-term view and a more strategic plan post Day 90.
The Watkins Bay Corporate Innovation Team uses a defined set of tools and frameworks to provide the right mix of structure, flow, ideation and validation of each step to ensure that there is a clear understanding of the key risks and a process for mitigation, measurements, where the data for measurement will be generated from, the success criteria and critical dates.
AGENDA
RECAP & REVIEW CURRENT THINKING
IDENTIFY POTENTIAL ISSUES AND RISK > MITIGANTS
DEFINE KEY METRICS AND SOURCES OF DATA
ACCEPTANCE CRITERIA FOR SUCCESS
A | B TEST PLANS
DETAIL 90-DAY ACTION PLAN
SET KEY DATES
TIMINGS
START TIME: 09:30 am
BREAK: 11:30 am (20 Minutes)
LUNCH: 1:00 pm (1 Hour: Catering Provided)
BREAK: 3:00 pm (20 Minutes)
FINISH: 5:00pm
Tools, Frameworks & Templates
The Watkins Bay Team have decades of experience in Product Design (link to Product Page > Product Market Fit) in execution and tertiary education with their work at Monash University and the University of California San Diego. Below are examples of the tools, templates, frameworks and empirical research methods that Watkins Bay adopted and developed.
TOOLS & TEMPLATES
DIGITAL COLLABORATION BOARD
KNOWLEDGE SHARING PLATFORM
COMMUNICATION PLATFORM
TASK MANAGEMENT PLATFORM
GO-TO-MARKET PLAN TEMPLATE
90 DAY DASHBOARD
FRAMEWORKS / RESEARCH METHOD
MODIFIED DESIGN THINKING APPROACH
WATKINS BAY GO-TO-MARKET FRAMEWORK
EMPIRICAL RESEARCH FRAMEWORKS / METHODS
MODIFIED SYSTEMS THINKING
MODIFIED AGILE APPROACH
