6 Business Lessons from Kiwi Landing Pad Sales & Marketing Jam -

This week I had the good fortune to attend the Wellington session of The Kiwi Landing Pad Sale and Marketing Jam.

The Jam was designed as a starting point for businesses when thinking about some of the key requirements around the critical areas of Sales, Marketing and Product.

The fantastic speakers were:

Savannah Peterson

Founder of Savvy Millennial

Ned Dwyer

Director of Product Management & Marketplaces at GoDaddy

Tristan Pollock

EIR + Venture Partner at 500 Startups & Co-founder at Storefront

Ash Alhashim

Founder of Brown Flag Group

Tami McQueen

Director of Marketing at Sales Loft

The main lessons I learnt were these:

1. Think Big

The difference between New Zealand and US entrepreneurs was highlighted by Ned.

Americans think much bigger than Kiwis do.

Ned gave the example of a new business startup in NZ that is offering a product that allows insurance companies to significantly reduce their training costs. He compared that with the approach that a US startup would take – they would go large and set up a new style of insurance company, that then used the benefits of those cost savings to become a new player in the market.

This was a valuable insight into the way that US entrepreneurs think. Of course not everyone’s aim is to be the biggest in the marketplace, but I do think that we Kiwi’s are doing ourselves a dis-service by staying too smaller because we don’t explore the full extent of what could be possible.

2. Focus on your mission and your message

We’ve all heard this idea before, yet do we really give it the attention that it deserves?

Are you able to easily articulate the mission and message for your business? Can you do it succinctly? Can you do it confidently?

Can you write it in 140 characters?! That was the challenge laid down by the speakers at the Jam. The challenge forces you to be clear in the best possible way.

Little Yellow Bird could do it….

“We turn uniforms into opportunities, build brand value, enhance CSR and empower your employees through their uniforms.”

3. Be prepared to kill your darlings

Are you prepared to kill your idea or strip a feature from a product that you’ve put blood, sweat and tears into?

You need to be, is the advice from Savannah and Ned. Savannah emphasized that you need to…

“Be prepared to kill your darlings. It’s not about you, it’s about your products and what your customer needs.”

Do you think of your idea, product or service as your baby? It’s time to get rid of that way of thinking as it will impact on the decisions you make. Each decision becomes about you, rather than your potential customers.

Letting go of an idea or feature that doesn’t align to you mission becomes that much harder when you take it personally.

Tweet: Great advice from @savlssavvy “ If you’re not solving a problem or need, abandon your idea”

Listen to the first moments of feedback. Savannah recommended videoing when you first receive feedback from people so that you can see the reality of what happens, rather than what your ego want you to remember.

Those first moments of feedback can reveal critical changes that are needed. “Wow. It’s so heavy” (while handling your physical product). “Where do I start?” (when viewing your new website).

4. What is a champagne moment for your team?

Savannah made an excellent point when she said, “Ask your team how they want to be thanked.”

We are all different creatures and what works for you, may not be what the members of your team want.

Some will be motivated by money. Some will prefer a luxury gift. Others will prefer to be thanked by a public expression of gratitude.

If you don’t ask then you are missing an opportunity to motivate your team in a way that is most meaningful to them.

Tweet: Have you asked yourself “What does a champagne moment mean for your team?” @savlssavvy

5. Add value. Add value. Add value.

I think you get the point! How are you adding value to the experience that your customer has with you?

Tweet: “Add value. Surprise and delight potential customers” @salvssavvy

If you’re not sure how you can add value then get to know your potential customers better. Seek feedback at every opportunity. Focus on building trust and adding value.

6. Stealth mode is killing your business

Tristan was one of the less talkative speakers yet the insights he provided were spot on and I’d like to hear more from him in the future.

Tweet: “The days of being stealth are dead, share your passion” @writerpollock

He emphasized that in today’s marketplace you can’t be quiet and reserved about what you have to offer. Kiwis take note! This is a characteristic of ours that won’t help us in the era we’re operating in.

Be clear. Be confident. Be focused.

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Crystal Knows – Crystal gives you instant relationship advice, email coaching, and personality profiles for everyone you know and anyone you meet

Conspire – Unlock your professional network to uncover your best paths to people, ideas, resources and opportunities

Net Promotor Score – Extensive research has shown that your Net Promoter Score® acts as a leading indicator of growth. Whether you are aiming for faster growth or increased profits, use NPS as the foundation of a measurement framework that is tightly tied to the customer journey.

Pirate Metrics – Acquisition. Activation. Retention. Referrals. Revenue

Kiwi Landing Pad was established in 2011 to help selected high growth New Zealand tech companies establish and grow their business in the US by offering a soft landing point into the US market, where they can hit the ground running and be plugged into the community from day one.

Supported by prominent New Zealand technology investors, New Zealand Trade and Enterprise and corporate sponsors, Kiwi Landing Pad offers New Zealand tech companies residence at their office in San Francisco. Tenants gain access to a wealth of experience and are able to create invaluable networks in the US technology, business and investment community.

6 Business Lessons from Kiwi Landing Pad Sales & Marketing Jam