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Building a compelling value proposition

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Michael Skok

The document discusses Michael J. Skok's startup secrets, focusing on crafting a compelling value proposition for startups. It outlines the importance of identifying problems that are unworkable, unavoidable, urgent, and underserved, which can lead to significant business opportunities. Additionally, it emphasizes evaluating the 'gain/pain ratio' to ensure the product provides substantial benefits while minimizing customer adoption pain.

TechnologyEconomy & Finance
Related topics:
Venture Capital • Value Proposition Insights
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Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok Harvard innovation lab #startupsecrets www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
Developing Actifio’s Value Proposition The Story So Far… Harvard iLab | October 17, 2013
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Welcome… Follow online www.mjskok.com Ash Ashutosh, Founder & CEO @actifio @mjskok /mjskok linkedin.com/in/mjskok bit.ly/mjskok-google Mike Troiano, CMO @miketrap bit.ly/mjskok-youtube 3
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 4
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Value Proposition Template • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 5
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Where might you start? Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 6
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Ideas … free floating? 7
Two Models Problem Problem ✓ Technology COPYRIGHT © 2013 ACTIFIO Technology 8
Phase I: A hypothesis good enough to sell. COPYRIGHT © 2013 ACTIFIO 9
2009 Strategy Product Customer Engine Priority COPYRIGHT © 2013 ACTIFIO Flexible Early stage Early adopter Individual heroism Rapid cycle refinement 10
Unified Data Services
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda - Problem Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 12
Harvard innovation lab : Hi @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Problem • • • • Unworkable Unavoidable Urgent Underserved Problems worth solving are usually 4U … 13
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Unworkable • Broken business process • Consequences ? If the consequences are costly or painful, so much the better. EG who gets fired if this doesn’t work? 14
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Unavoidable • Accounting • Regulation Is the problem so fundamental you can’t avoid it and just have to comply? 15
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Urgent • Relative to other needs … • Priority – Determines resources allocated If you’re not at the top of the list, are you at least in the top 3? If not will you get moved up or down over time and why? 16
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Underserved – business… • You will compete in a zero-sum game • Finite: – – – – $ Time People Attention 17
Innovations in storage… Data De-Duplication and Backup to Disk (Smaller backup data footprint) Thin Provisioning (Improved Utilization)  Object Storage Device  Scale-Out Technologies  Open Storage: Off-the-shelf hardware and software  SATA, SSD drives and Tiered storage Continuous Data Protection (Flexible, Rapid Recovery) Storage Services and Technologies (Pay-Per-Use, Lower cost base) ActiFio Proprietary & Confidential
…come packaged in a storage device Backup sw FE File Mgr Archive sw FE FE Device Proprietary Protocol File Mgr Device Proprietary Protocol File Mgr Replicn Replicn Replicn Protecn DeDup Pwr Mgt FE Thin Prov File Mgr BE Drv Mgr Replica Vol Mgr Vol Mgr Local Store Local Store Local Store Pwr Mgt DeDup Thin Prov BE Replicn Replicn Protecn  Drv Mgr BE Local Store File Mgr File Mgr Replicn Online Vol Mgr Drv Mgr BE FE FE Vol Mgr Drv Mgr  Device Proprietary Protocol Drv Mgr Drv Mgr B2D BE Local Store Replica Archive BE Local Store Replica Single function silos of autonomous Store-Keep-Forward units Multiply duplicated functions, stores, interconnects ActiFio Proprietary & Confidential
Result is a complex, multi-tier system On Site Remote Site (Business Continuance and DR) Array Mgr SnapShot Mgr Online Storage Backup Mgr Backup S/W & Server Replica Mgr Local Snapshots (Rapid B2D Mgr Tape Mgr Recovery) B2D Storage B2D Replica Secondary Storage (Data Protection)   Remote Replica Multiple silos, technologies, applications …held together with process and expensive administration Storage is the biggest barrier to new IT initiatives: Virtual, Distributed computing, Consolidation ActiFio Proprietary & Confidential
4U Compliant • Unworkable – No way to solve the problem with conventional technology • Unavoidable – Every enterprise with data to be accessed and protected creates the problem • Urgent – Consuming the majority of storage budgets in an environment of constrained IT resources • Underserved – Big players have a concrete dis-incentive to tackle in a way that serves the customer
Harvard innovation lab : Hi @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Underserved – consumers… • Needs… • Examples… • • • • • • • • • Social Social Security Physical Economic Recognition Responsibility Achievement Growth – – – – – – – Find Connect Communicate Meet Share Entertain Date 22
Harvard innovation lab : Hi @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Qualify the problem Is it “blac” & white? • • • • Blatant Latent Aspirational Critical Blatant Critical Blatant Latent Aspirational Critical 23
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com & white… • Is it addressing a “white space” in the market? – an open area of opportunity – which you can capture – and defend – uniquely 24
BLAC & White • Geometric data growth, unmet RTO, unwieldiness of Petabyte-scale “Big Data” all blatant & critical • Needed to create connection to copy data as the “root cause” of these problem • Customers proved readily able to accept new concept • White space in the market COPYRIGHT © 2013 ACTIFIO 25
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Problem - Summary • Is it 4 U? – – – – Unworkable Unavoidable Urgent Underserved • Is it blac and white? 26
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Ideas… can now be applied! 27
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Ideas – fit to problem… Blatant 4U Critical 28
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda - Solution Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 29
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Solution 30
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Startup opportunity? • Faster • Cheaper • Better 31
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Break something! What is your compelling breakthrough? 3D 32
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Breakthrough opportunities… 3 D’s • Discontinuous innovation • Defensible technology • Disruptive business model 33
Opportunity: Unified Data Services Pri & Secondary Data Private Cloud 1. Replication New Service Index Creation Virtualization Online, Recovery, Archive, Analysis, Custom Retention Standard Protocol Optimization Replication Core Ctlr New Service ActiFio Retention Optimization ActiFio Edge Ctlr Pri & Secondary Data Public Cloud Device-Independent Data Services in a scalable, extensible platform.   Edge Controller: Primary Storage and Caching Management  2. Leverage existing Storage Core Controller: Central repository and management of secondary data: retention, replication, virtualization, analysis and custom Single System to manage multi-tier data and analysis: Primary and Secondary. ActiFio Proprietary & Confidential
3D Approved • Discontinuous Innovation – Needed to break with the past, build new architecture around a set of simple rules • Defensible Technology – Many problems to solve down this new path. 22 patents in process and counting. • Disruptive Business Model – Pricing based on how much data was being protected, not on how that data was being used. The more use cases, the better the ROI
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Startup Secret: Pick a BIG fight! • It’s often as much work going after a small fight… • Big problems often = Big opportunities At North Bridge we look for “Game Changers” 36
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda - Evaluate Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 37
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Qualitative evaluation Before After Acute Pain  Absolute Joy  38
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Qualitative evaluation Before After Vitamin vs. Penicillin Acute Pain  Absolute Joy  39
2012 Strategy Product Customer Engine Priority COPYRIGHT © 2013 ACTIFIO Stable Maturing Ultra-early majority Heroism + Systems Happy customers 40
The Storage Explosion • Copy data a $44B problem • Consumes 60% of disk capacity • Drives 65% of storage software spending, 85% of hardware Analytics Test & Dev BC/DR Snapshot Backup Production *IDC Insight document (#239875) COPYRIGHT © 2013 ACTIFIO 41
The Root Cause Production Data SAN | NAS | DAS BACKUP SNAPSHOT BC/DR TEST & DEV ARCHIVING Physical IT Virtual IT DUPLICATION + INFRASTRUCTURE + OPERATIONS + COMPLEXITY + COST COPYRIGHT © 2013 ACTIFIO 42
A New Approach 1 2 Production Data SAN | NAS | DAS Full ingest once, unique changes from there. Store & move only unique de-duped data. 4 3 Instantly access virtual copies for any use. Single pane, app-centric, SLA-driven. COPY DATA BACKUP SNAPSHOT BC/DR TEST/DEV ARCHIVING DB COPYRIGHT © 2013 ACTIFIO 43
Before & After Before • • • • • Geometric data growth Backup as insurance Multi-TB recovery in days Fear of inevitable loss Vendor Tyranny COPYRIGHT © 2013 ACTIFIO After • • • • • Linear data growth Backup as asset Multi-TB recovery in mins Confidence in recoverability Freedom 44
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Quantitative Evaluation • Introducing the gain/pain ratio Gain Pain 45
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com “Gain/Pain ratio” • The gain delivered to the customer vs. • The pain and cost for the customer to adopt Gain Pain 46
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Gain • • • • • • • Revenue Cost savings Time People Competitive advantage Reputation Etc.. Gain Pain 47
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Pain • • • • • • Gain Find (See) Try Buy Implement Deploy Own – e.g. TCO Pain 48
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Inertia • • • • • Gain Switching costs? Default = do nothing Alternatives? Good enough = good enough! RISK on a startup Inertia, RISK Pain 49
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com What’s the right ratio? Gain Inertia, RISK Pain 50
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com “Gain/Pain ratio” • > 10 to overcome – Inertia – RISK Pain Inertia, RISK Gain >10 51
Phase II: A story the world will buy. COPYRIGHT © 2013 ACTIFIO 52
GAIN: Radical Business Impact • Eliminate 100% of software licenses + hardware – Backup Software, Array Snapshot, Replication, Test & Dev, Archive • Reduce required network bandwidth by up to 80% – WAN Optimization, Production Data Replication Network • Cut storage footprint GB by up to 95% – Backup, Snapshot, Replication & Dedup Storage, Deep Archive • Reduce average $ / GB by up to 50% – Vendor lock-in, Standalone Virtual Backup • + Hard $ value of recovering anything instantly Up To 90% Reduction in Total Cost of Ownership COPYRIGHT © 2013 ACTIFIO 53
Minimizing PAIN: New Class of Storage FC, iSCSI, NAS FC, iSCSI, NAS PRODUCTION Real-Time Point-in-Time PRODUCTION DATA Infrastructure Centric Performance Optimized Block, File Based Consolidated, Commoditized Disc > SSD / Flash COPYRIGHT © 2013 ACTIFIO COPY DATA Information Centric Capacity Optimized Object-Based, Virtualized SLA-Driven, Strategic Tape > Disk 54
A More Attractive Market FC, iSCSI, NAS FC, iSCSI, NAS PRODUCTION Real-Time Point-in-Time PRODUCTION DATA COPY DATA Consolidated, Commoditized Top 5 critical business initiatives Little innovation in 20 years $10B -12% CAGR COPYRIGHT © 2013 ACTIFIO $44B +23% CAGR 55
ActiFio TCO Difference ($/TB/Year) $/TB/Yr $/TB/Yr Tradi onal Ac Fio % Change Capacity Summary Online Storage Capacity Secondary Storage Capacity 10 TB 117 TB 10 TB 7 TB 0% ‐94% 127 TB 17 TB ‐86% Cost Summary Online Storage Secondary Storage Admin, Maint and Env. Total TCO $50,000  $12,249  $40,000  $30,000  $11,663 $23,894 $12,249 $3,072 $8,524 $2,237 $47,806 $13,833 ‐74% ‐64% ‐82% ‐71% $23,894  $20,000  $2,237  $10,000  $8,524  $3,072  $11,663  $0  CapEx Tradi onal  $3,072 $3,072 $3,110 $3,110 $3,755 $2,500 $3,072 $0 $0 $0 $3,000 $0 0% ‐100% ‐100% ‐100% ‐20% $16,119 Production Storage Replicated Production Storage B2D Storage B2D Replicated Storage Backup SW Tape Library $6,072 ‐62% OpEx Replicate produc on data Cloud Storage Replicate backup data Tape Media cost Replication to Cloud Storage Admin. Cost Backup Admin. Cost Tape Admin. Cost Annual HW + SW Maint. Env. Cost (power and cooling) $8,591 $0 $6,136 $2,210 $0 $1,050 $1,050 $70 $9,496 $584 $29,186 Online Storage  Ac Fio  Secondary Storage  Admin, Maint and Env.  140 TB  120 TB  100 TB  $0 ‐100% 80 TB  $621 100% $0 ‐100% 60 TB  $0 ‐100% 40 TB  $4,903 100% $525 ‐50% 20 TB  $0 ‐100% 0 TB  $0 ‐100% $1,567 ‐84% $145 ‐75% ActiFio Proprietary & Confidential $7,761 ‐73% 117 TB  7 TB  10 TB  Tradi onal  Online Storage Capacity  10 TB  Ac Fio  Secondary Storage Capacity 
Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Gain/Pain ratio • • • • • • • Revenue Cost savings Time People Competitive advantage Reputation Etc.. • • • • • • Inertia Switching costs? Default = do nothing Alternatives? Good enough = good enough! RISK on a startup • • • • • • Find (See) Try Buy Implement Deploy Own – e.g. TCO Pain Inertia, RISK Gain >10 57
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Startup Secret… • Disruptive innovation Yet.. • NON disruptive adoption 58
“If you can’t explain it simply, you don’t understand it well enough.” Albert Einstein COPYRIGHT © 2013 ACTIFIO 59
Radical Simplification Data Virtualization Development / Test SLA Management WAN Optimization H/W Independence Centera Atmos SourceOne Archive Backup Dedup Replication Snapshot COPYRIGHT © 2013 ACTIFIO Actifio “Protection & Availability Storage” Content Platform Enterprise Vault Clearwell FileNet Content Foundation CommVault NetBackup Backup Exec Veritas Storage Foundation TSM FilesX StoreOnce FalconStor VTL NetBackup Appliance ProtecTier Remote Copy Continuous Access InMage True Copy Dynamic Replicator VVR ApplicationH A Autonomy SnapLock Networker Avamar Disk Library Data Protector SnapVault CommVault SyncSort Avamar DataDomain AppSync RecoverPoin t VPLEX SRDF RM TimeFinder SnapView Virtual Copy EVA Snapshot SnapMirror SnapShot Shadow Image CoW Veritas Storage Foundation GDPS MetroMirror GlobalMirror GlobalCopy FlashCopy 60
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda – Build Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 61
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Value Prop • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 62
Roots of Our Marketing Strategy The Copy Data Concept • • • • Connects to BLATANT customer problem Establishes a CRITICAL customer priority Explains GAIN big enough to engenders cynicism Minimizes PAIN by leaving Production Data alone – “Land & Expand,” not “Rip & Replace” COPYRIGHT © 2013 ACTIFIO 63
From Strategy To Execution Great positioning tells a STORY.
Take a picture… COPYRIGHT © 2013 ACTIFIO 65
At Enterprise Scale BACKUP SNAPSHOT DISASTER RECOVERY BUSINESS CONTINUITY TEST & DEV ARCHIVING COPYRIGHT © 2013 ACTIFIO 66
Today • • • • Copy data is a $44 Billion global problem Consumes 60% of disk capacity Drives 65% of storage software spending Accounts for 85% of hardware spending Businesses spending much more to manage copies of their data than they are to manage our data. *IDC Insight document (#239875) COPYRIGHT © 2013 ACTIFIO 67
Great stories have STRUCTURE. COPYRIGHT © 2013 ACTIFIO
Elements of Value Proposition • • • • • • target – actionable universe of buyers segment – key, predisposing attribute brand – a name you call yourself category – a competitive frame for the buyer distinction – what makes you unique proof – perceived evidence of truth COPYRIGHT © 2013 ACTIFIO
Combining Value Proposition & Positioning Statement For target who are segment, brand provides the category with distinction because of proof. COPYRIGHT © 2013 ACTIFIO
Actifio : Today For enterprises managing lots of production data, Actifio copy data management provides access to anything instantly because it’s radically simple. COPYRIGHT © 2013 ACTIFIO 71
What We Do Radically simple copy data storage. COPYRIGHT © 2013 ACTIFIO 72
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Build around - YOU... • What problems do you understand uniquely well? • What solution can you deliver uniquely well? • What kind of disruptive business model can you bring? 73
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Summary 1. Define, – 4U Need (Unworkable, Unavoidable, Urgent, Underserved) – 3D Solution (Discontinuous, Defensible, Disruptive) 2. Evaluate – Gain/Pain >10 3. Build – Around YOU! 74
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Thank you… Follow online www.mjskok.com • Ash Ashutosh, Founder & CEO • Mike Troiano, CMO @mjskok /mjskok linkedin.com/in/mjskok bit.ly/mjskok-google bit.ly/mjskok-youtube 75
Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok Harvard innovation lab #startupsecrets www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners mjskok.com twitter: @mjskok 77

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Building a compelling value proposition

  • 1. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok Harvard innovation lab #startupsecrets www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners twitter: @mjskok mjskok.com 1
  • 2. Developing Actifio’s Value Proposition The Story So Far… Harvard iLab | October 17, 2013
  • 3. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Welcome… Follow online www.mjskok.com Ash Ashutosh, Founder & CEO @actifio @mjskok /mjskok linkedin.com/in/mjskok bit.ly/mjskok-google Mike Troiano, CMO @miketrap bit.ly/mjskok-youtube 3
  • 4. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 4
  • 5. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Value Proposition Template • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 5
  • 6. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Where might you start? Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 6
  • 7. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Ideas … free floating? 7
  • 9. Phase I: A hypothesis good enough to sell. COPYRIGHT © 2013 ACTIFIO 9
  • 10. 2009 Strategy Product Customer Engine Priority COPYRIGHT © 2013 ACTIFIO Flexible Early stage Early adopter Individual heroism Rapid cycle refinement 10
  • 12. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda - Problem Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 12
  • 13. Harvard innovation lab : Hi @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Problem • • • • Unworkable Unavoidable Urgent Underserved Problems worth solving are usually 4U … 13
  • 14. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Unworkable • Broken business process • Consequences ? If the consequences are costly or painful, so much the better. EG who gets fired if this doesn’t work? 14
  • 15. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Unavoidable • Accounting • Regulation Is the problem so fundamental you can’t avoid it and just have to comply? 15
  • 16. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Urgent • Relative to other needs … • Priority – Determines resources allocated If you’re not at the top of the list, are you at least in the top 3? If not will you get moved up or down over time and why? 16
  • 17. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Underserved – business… • You will compete in a zero-sum game • Finite: – – – – $ Time People Attention 17
  • 18. Innovations in storage… Data De-Duplication and Backup to Disk (Smaller backup data footprint) Thin Provisioning (Improved Utilization)  Object Storage Device  Scale-Out Technologies  Open Storage: Off-the-shelf hardware and software  SATA, SSD drives and Tiered storage Continuous Data Protection (Flexible, Rapid Recovery) Storage Services and Technologies (Pay-Per-Use, Lower cost base) ActiFio Proprietary & Confidential
  • 19. …come packaged in a storage device Backup sw FE File Mgr Archive sw FE FE Device Proprietary Protocol File Mgr Device Proprietary Protocol File Mgr Replicn Replicn Replicn Protecn DeDup Pwr Mgt FE Thin Prov File Mgr BE Drv Mgr Replica Vol Mgr Vol Mgr Local Store Local Store Local Store Pwr Mgt DeDup Thin Prov BE Replicn Replicn Protecn  Drv Mgr BE Local Store File Mgr File Mgr Replicn Online Vol Mgr Drv Mgr BE FE FE Vol Mgr Drv Mgr  Device Proprietary Protocol Drv Mgr Drv Mgr B2D BE Local Store Replica Archive BE Local Store Replica Single function silos of autonomous Store-Keep-Forward units Multiply duplicated functions, stores, interconnects ActiFio Proprietary & Confidential
  • 20. Result is a complex, multi-tier system On Site Remote Site (Business Continuance and DR) Array Mgr SnapShot Mgr Online Storage Backup Mgr Backup S/W & Server Replica Mgr Local Snapshots (Rapid B2D Mgr Tape Mgr Recovery) B2D Storage B2D Replica Secondary Storage (Data Protection)   Remote Replica Multiple silos, technologies, applications …held together with process and expensive administration Storage is the biggest barrier to new IT initiatives: Virtual, Distributed computing, Consolidation ActiFio Proprietary & Confidential
  • 21. 4U Compliant • Unworkable – No way to solve the problem with conventional technology • Unavoidable – Every enterprise with data to be accessed and protected creates the problem • Urgent – Consuming the majority of storage budgets in an environment of constrained IT resources • Underserved – Big players have a concrete dis-incentive to tackle in a way that serves the customer
  • 22. Harvard innovation lab : Hi @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Underserved – consumers… • Needs… • Examples… • • • • • • • • • Social Social Security Physical Economic Recognition Responsibility Achievement Growth – – – – – – – Find Connect Communicate Meet Share Entertain Date 22
  • 23. Harvard innovation lab : Hi @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Qualify the problem Is it “blac” & white? • • • • Blatant Latent Aspirational Critical Blatant Critical Blatant Latent Aspirational Critical 23
  • 24. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com & white… • Is it addressing a “white space” in the market? – an open area of opportunity – which you can capture – and defend – uniquely 24
  • 25. BLAC & White • Geometric data growth, unmet RTO, unwieldiness of Petabyte-scale “Big Data” all blatant & critical • Needed to create connection to copy data as the “root cause” of these problem • Customers proved readily able to accept new concept • White space in the market COPYRIGHT © 2013 ACTIFIO 25
  • 26. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Problem - Summary • Is it 4 U? – – – – Unworkable Unavoidable Urgent Underserved • Is it blac and white? 26
  • 27. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Ideas… can now be applied! 27
  • 28. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Ideas – fit to problem… Blatant 4U Critical 28
  • 29. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda - Solution Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 29
  • 30. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Solution 30
  • 31. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Startup opportunity? • Faster • Cheaper • Better 31
  • 32. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Break something! What is your compelling breakthrough? 3D 32
  • 33. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Breakthrough opportunities… 3 D’s • Discontinuous innovation • Defensible technology • Disruptive business model 33
  • 34. Opportunity: Unified Data Services Pri & Secondary Data Private Cloud 1. Replication New Service Index Creation Virtualization Online, Recovery, Archive, Analysis, Custom Retention Standard Protocol Optimization Replication Core Ctlr New Service ActiFio Retention Optimization ActiFio Edge Ctlr Pri & Secondary Data Public Cloud Device-Independent Data Services in a scalable, extensible platform.   Edge Controller: Primary Storage and Caching Management  2. Leverage existing Storage Core Controller: Central repository and management of secondary data: retention, replication, virtualization, analysis and custom Single System to manage multi-tier data and analysis: Primary and Secondary. ActiFio Proprietary & Confidential
  • 35. 3D Approved • Discontinuous Innovation – Needed to break with the past, build new architecture around a set of simple rules • Defensible Technology – Many problems to solve down this new path. 22 patents in process and counting. • Disruptive Business Model – Pricing based on how much data was being protected, not on how that data was being used. The more use cases, the better the ROI
  • 36. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Startup Secret: Pick a BIG fight! • It’s often as much work going after a small fight… • Big problems often = Big opportunities At North Bridge we look for “Game Changers” 36
  • 37. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda - Evaluate Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 37
  • 38. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Qualitative evaluation Before After Acute Pain  Absolute Joy  38
  • 39. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Qualitative evaluation Before After Vitamin vs. Penicillin Acute Pain  Absolute Joy  39
  • 40. 2012 Strategy Product Customer Engine Priority COPYRIGHT © 2013 ACTIFIO Stable Maturing Ultra-early majority Heroism + Systems Happy customers 40
  • 41. The Storage Explosion • Copy data a $44B problem • Consumes 60% of disk capacity • Drives 65% of storage software spending, 85% of hardware Analytics Test & Dev BC/DR Snapshot Backup Production *IDC Insight document (#239875) COPYRIGHT © 2013 ACTIFIO 41
  • 42. The Root Cause Production Data SAN | NAS | DAS BACKUP SNAPSHOT BC/DR TEST & DEV ARCHIVING Physical IT Virtual IT DUPLICATION + INFRASTRUCTURE + OPERATIONS + COMPLEXITY + COST COPYRIGHT © 2013 ACTIFIO 42
  • 43. A New Approach 1 2 Production Data SAN | NAS | DAS Full ingest once, unique changes from there. Store & move only unique de-duped data. 4 3 Instantly access virtual copies for any use. Single pane, app-centric, SLA-driven. COPY DATA BACKUP SNAPSHOT BC/DR TEST/DEV ARCHIVING DB COPYRIGHT © 2013 ACTIFIO 43
  • 44. Before & After Before • • • • • Geometric data growth Backup as insurance Multi-TB recovery in days Fear of inevitable loss Vendor Tyranny COPYRIGHT © 2013 ACTIFIO After • • • • • Linear data growth Backup as asset Multi-TB recovery in mins Confidence in recoverability Freedom 44
  • 45. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Quantitative Evaluation • Introducing the gain/pain ratio Gain Pain 45
  • 46. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com “Gain/Pain ratio” • The gain delivered to the customer vs. • The pain and cost for the customer to adopt Gain Pain 46
  • 47. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Gain • • • • • • • Revenue Cost savings Time People Competitive advantage Reputation Etc.. Gain Pain 47
  • 48. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Pain • • • • • • Gain Find (See) Try Buy Implement Deploy Own – e.g. TCO Pain 48
  • 49. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Inertia • • • • • Gain Switching costs? Default = do nothing Alternatives? Good enough = good enough! RISK on a startup Inertia, RISK Pain 49
  • 50. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com What’s the right ratio? Gain Inertia, RISK Pain 50
  • 51. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com “Gain/Pain ratio” • > 10 to overcome – Inertia – RISK Pain Inertia, RISK Gain >10 51
  • 52. Phase II: A story the world will buy. COPYRIGHT © 2013 ACTIFIO 52
  • 53. GAIN: Radical Business Impact • Eliminate 100% of software licenses + hardware – Backup Software, Array Snapshot, Replication, Test & Dev, Archive • Reduce required network bandwidth by up to 80% – WAN Optimization, Production Data Replication Network • Cut storage footprint GB by up to 95% – Backup, Snapshot, Replication & Dedup Storage, Deep Archive • Reduce average $ / GB by up to 50% – Vendor lock-in, Standalone Virtual Backup • + Hard $ value of recovering anything instantly Up To 90% Reduction in Total Cost of Ownership COPYRIGHT © 2013 ACTIFIO 53
  • 54. Minimizing PAIN: New Class of Storage FC, iSCSI, NAS FC, iSCSI, NAS PRODUCTION Real-Time Point-in-Time PRODUCTION DATA Infrastructure Centric Performance Optimized Block, File Based Consolidated, Commoditized Disc > SSD / Flash COPYRIGHT © 2013 ACTIFIO COPY DATA Information Centric Capacity Optimized Object-Based, Virtualized SLA-Driven, Strategic Tape > Disk 54
  • 55. A More Attractive Market FC, iSCSI, NAS FC, iSCSI, NAS PRODUCTION Real-Time Point-in-Time PRODUCTION DATA COPY DATA Consolidated, Commoditized Top 5 critical business initiatives Little innovation in 20 years $10B -12% CAGR COPYRIGHT © 2013 ACTIFIO $44B +23% CAGR 55
  • 56. ActiFio TCO Difference ($/TB/Year) $/TB/Yr $/TB/Yr Tradi onal Ac Fio % Change Capacity Summary Online Storage Capacity Secondary Storage Capacity 10 TB 117 TB 10 TB 7 TB 0% ‐94% 127 TB 17 TB ‐86% Cost Summary Online Storage Secondary Storage Admin, Maint and Env. Total TCO $50,000  $12,249  $40,000  $30,000  $11,663 $23,894 $12,249 $3,072 $8,524 $2,237 $47,806 $13,833 ‐74% ‐64% ‐82% ‐71% $23,894  $20,000  $2,237  $10,000  $8,524  $3,072  $11,663  $0  CapEx Tradi onal  $3,072 $3,072 $3,110 $3,110 $3,755 $2,500 $3,072 $0 $0 $0 $3,000 $0 0% ‐100% ‐100% ‐100% ‐20% $16,119 Production Storage Replicated Production Storage B2D Storage B2D Replicated Storage Backup SW Tape Library $6,072 ‐62% OpEx Replicate produc on data Cloud Storage Replicate backup data Tape Media cost Replication to Cloud Storage Admin. Cost Backup Admin. Cost Tape Admin. Cost Annual HW + SW Maint. Env. Cost (power and cooling) $8,591 $0 $6,136 $2,210 $0 $1,050 $1,050 $70 $9,496 $584 $29,186 Online Storage  Ac Fio  Secondary Storage  Admin, Maint and Env.  140 TB  120 TB  100 TB  $0 ‐100% 80 TB  $621 100% $0 ‐100% 60 TB  $0 ‐100% 40 TB  $4,903 100% $525 ‐50% 20 TB  $0 ‐100% 0 TB  $0 ‐100% $1,567 ‐84% $145 ‐75% ActiFio Proprietary & Confidential $7,761 ‐73% 117 TB  7 TB  10 TB  Tradi onal  Online Storage Capacity  10 TB  Ac Fio  Secondary Storage Capacity 
  • 57. Hi Harvard innovation lab : Startup Secrets : Value Proposition @mjskok @innovationlab Michael J Skok : #startupsecrets www.mjskok.com Gain/Pain ratio • • • • • • • Revenue Cost savings Time People Competitive advantage Reputation Etc.. • • • • • • Inertia Switching costs? Default = do nothing Alternatives? Good enough = good enough! RISK on a startup • • • • • • Find (See) Try Buy Implement Deploy Own – e.g. TCO Pain Inertia, RISK Gain >10 57
  • 58. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Startup Secret… • Disruptive innovation Yet.. • NON disruptive adoption 58
  • 59. “If you can’t explain it simply, you don’t understand it well enough.” Albert Einstein COPYRIGHT © 2013 ACTIFIO 59
  • 60. Radical Simplification Data Virtualization Development / Test SLA Management WAN Optimization H/W Independence Centera Atmos SourceOne Archive Backup Dedup Replication Snapshot COPYRIGHT © 2013 ACTIFIO Actifio “Protection & Availability Storage” Content Platform Enterprise Vault Clearwell FileNet Content Foundation CommVault NetBackup Backup Exec Veritas Storage Foundation TSM FilesX StoreOnce FalconStor VTL NetBackup Appliance ProtecTier Remote Copy Continuous Access InMage True Copy Dynamic Replicator VVR ApplicationH A Autonomy SnapLock Networker Avamar Disk Library Data Protector SnapVault CommVault SyncSort Avamar DataDomain AppSync RecoverPoin t VPLEX SRDF RM TimeFinder SnapView Virtual Copy EVA Snapshot SnapMirror SnapShot Shadow Image CoW Veritas Storage Foundation GDPS MetroMirror GlobalMirror GlobalCopy FlashCopy 60
  • 61. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Agenda – Build Problem Ideas Solution Define Gain Pain Evaluate Value Prop Build 61
  • 62. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Value Prop • For (target customers) • Who are dissatisfied with (the current alternative) • Our product is a (new product) • That provides (key problem-solving capability) • Unlike (the product alternative) 62
  • 63. Roots of Our Marketing Strategy The Copy Data Concept • • • • Connects to BLATANT customer problem Establishes a CRITICAL customer priority Explains GAIN big enough to engenders cynicism Minimizes PAIN by leaving Production Data alone – “Land & Expand,” not “Rip & Replace” COPYRIGHT © 2013 ACTIFIO 63
  • 64. From Strategy To Execution Great positioning tells a STORY.
  • 65. Take a picture… COPYRIGHT © 2013 ACTIFIO 65
  • 66. At Enterprise Scale BACKUP SNAPSHOT DISASTER RECOVERY BUSINESS CONTINUITY TEST & DEV ARCHIVING COPYRIGHT © 2013 ACTIFIO 66
  • 67. Today • • • • Copy data is a $44 Billion global problem Consumes 60% of disk capacity Drives 65% of storage software spending Accounts for 85% of hardware spending Businesses spending much more to manage copies of their data than they are to manage our data. *IDC Insight document (#239875) COPYRIGHT © 2013 ACTIFIO 67
  • 68. Great stories have STRUCTURE. COPYRIGHT © 2013 ACTIFIO
  • 69. Elements of Value Proposition • • • • • • target – actionable universe of buyers segment – key, predisposing attribute brand – a name you call yourself category – a competitive frame for the buyer distinction – what makes you unique proof – perceived evidence of truth COPYRIGHT © 2013 ACTIFIO
  • 70. Combining Value Proposition & Positioning Statement For target who are segment, brand provides the category with distinction because of proof. COPYRIGHT © 2013 ACTIFIO
  • 71. Actifio : Today For enterprises managing lots of production data, Actifio copy data management provides access to anything instantly because it’s radically simple. COPYRIGHT © 2013 ACTIFIO 71
  • 72. What We Do Radically simple copy data storage. COPYRIGHT © 2013 ACTIFIO 72
  • 73. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Build around - YOU... • What problems do you understand uniquely well? • What solution can you deliver uniquely well? • What kind of disruptive business model can you bring? 73
  • 74. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Summary 1. Define, – 4U Need (Unworkable, Unavoidable, Urgent, Underserved) – 3D Solution (Discontinuous, Defensible, Disruptive) 2. Evaluate – Gain/Pain >10 3. Build – Around YOU! 74
  • 75. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok #startupsecrets www.mjskok.com Thank you… Follow online www.mjskok.com • Ash Ashutosh, Founder & CEO • Mike Troiano, CMO @mjskok /mjskok linkedin.com/in/mjskok bit.ly/mjskok-google bit.ly/mjskok-youtube 75
  • 76. Hi Harvard innovation lab : @innovationlab Michael J Skok : Startup Secrets : Value Proposition @mjskok Harvard innovation lab #startupsecrets www.mjskok.com START UP SECRETS An insider’s guide to unfair competitive advantage Building a Compelling Value Proposition MICHAEL J SKOK North Bridge Venture Partners mjskok.com twitter: @mjskok 77

Editor's Notes

  • #5: In the real world you’d iterateToday we’re going to do a workshop to allow you to build a value proposition
  • #6: For (target customers—beachhead segment only) Who are dissatisfied with (the current market alternative) Our product is a (new product category) That provides (key problem-solving capability). Unlike (the product alternative), We have assembled (key whole product features for your specific application).Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.
  • #7: In the real world you’d iterateToday we’re going to do a workshop to allow you to build a value proposition
  • #14: Customer problem or need
  • #19: Over the last decade, there have been several innovations to try to reduce the cost and complexity of the storage infrastructure. In each case a individual company delivered the innovatons, while the incumbents try to catch on.
  • #30: Defining the problem….
  • #32: NOT, faster, cheaper, betterNOT Incremental, marginal!3D !Initially at the expense of whole product is ok, partner, or provide professional services to fill in gaps
  • #34: NOT, faster, cheaper, betterNOT Incremental, marginal!3D !Initially at the expense of whole product is ok, partner, or provide professional services to fill in gaps
  • #63: For (target customers—beachhead segment only) Who are dissatisfied with (the current market alternative) Our product is a (new product category) That provides (key problem-solving capability). Unlike (the product alternative), We have assembled (key whole product features for your specific application).Moore, Geoffrey A. (2009-03-17). Crossing the Chasm: Marketing and Selling Technology Project (p. 154). Harper Collins, Inc.. Kindle Edition.
  • #66: Who here has an iPhone?When you take a picture on your iPhone, you create, say, a 1 meg file.Photostream puts that photo on your laptop and your iPadInstagram it, and it goes to Twitter and Facebook as well.Now your 1 meg file takes up 6 megs of space in the world.
  • #67: Well the same things happens in the enterprise.But it happens at multi-terabyte scale.
  • #68: And it costs a lot.
  • #75: DiscontinuousDefensibleDisruptive