![• For [target customer segment]
• Who wants/needs [problem facing the target customer]
• The [product name] is a [product category]
• That provides [key benefit, compelling reason to buy].
• Unlike [main competitor]
• The [product name] [key differentiator].
Tests:
•Can the competitor’s product name be substituted?
•Is there a relationship between compelling reason to buy and key differentiator?
•Is the compelling reason to buy significant enough to warrant purchase?
•How demonstrable is the Value Proposition?
Developing a Compelling Value Proposition](https://image.slidesharecdn.com/wainkellumpresentation-130503085622-phpapp02/85/Wain-kellum-presentation-7-320.jpg)
Wain kellum presentation
- 2. Agenda Wain Kellum CEO, Vocalocity - CEO Resource, Canal Partners Vocalocity was named as the fastest growing tech company in Georgia in 2011 by Deloitte and #2 in 2012 (being displaced by a Vocalocity Customer) I want to share the process we are using to build a great company (well over 100M in revenues in 2015)…… Correctly identifying a large TAM Developing an offering with a distinct value proposition Getting the right team in place Building a business model that scales Having reasonably reliable financial projections along the way Confidential 2
- 3. My Track Record 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 2007 2008 2009 2010 2011 2012 2013 E Revenue (800,000) (600,000) (400,000) (200,000) 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 2007 2008 Revenue EBITDA Net Income -$10,000 $0 $10,000 $20,000 $30,000 $40,000 $50,000 1997 1998 1999 2000 2001 2002 2003 Revenue (in 000's) EBITDA - 5,000,000 10,000,000 15,000,000 20,000,000 2003 2004 2005 Revenue Revenue
- 4. The Vocalocity At a Glance • Founded in 2006 • 20,000+ SMB customers; adding ~800 new customers a month • 150,000+ extensions • 60%+ annual revenue growth over the last 4 years • Industry-leading low levels of account churn, ~1.50% per month • Highly visible recurring revenue at a $50M + run rate • EBITDA positive • Headquartered in Atlanta, GA • ~250 employees • Purpose-built, proprietary cloud platform • Highly innovative, feature-rich solution set • World class service and support • Exceptional platform reliability • Superior offering at market pricing Leading provider of mission critical, easy-to-use, cloud-based communications solutions for SMBs How We Do It • Industry-leading hosted communications offering optimized for the needs of the SMB • Features help SMBs sell more, service clients better • Easy to deploy, easy to manage, easy to use • Extremely compelling financial ROI Customer Value Proposition 1
- 5. Voice Joins the Application Cloud Proliferation of Cloud – A Mega Trend Highly-scalable, cloud architectures are increasingly being used beyond application software to generate significant end-user value Global Public Cloud Market SMBs are Migrating to the Cloud $6 $9 $15 $26 $41 $59 $78 $97 $114 $129 $141 $152 $159 2008 2010 2012 2014 2016 2018 2020 Total IaaS PaaS SaaS • 39% of SMBs will be paying for 1 or more services in the next 3 years; up from 29% • SMBs with cloud services will pay for 3.3 services annually in three years from less than 2 services today • 43% of workloads will become paid cloud services within three years ($ in billions) Source: Microsoft SMB Cloud Adoption Study 2011, March 2010. Source: Forrester Research , “Sizing The Cloud”, April 21, 2011. 2
- 6. SMB Hosted Communications and UC Services Market Forecast (1) SMBs – The Sweet Spot of Hosted Communications Significant Market Opportunity • Business Hosted VoIP penetration in the U.S. still in early innings at ~8% • SMBs are among the fastest adopters of hosted communications services – Account for ~40% of the total hosted communications opportunity – Represent ~$4B+ opportunity $1.6 $1.7 $2.3 $2.8 $3.3 $3.6 $4.0 $4.2 2009A 2010A 2011A 2012P 2013P 2014P 2015P 2016P SMBs represent the fastest growing segment within the hosted communications market $12+ Billion Hosted VoIP Annual Market Opportunity $30 Billion UCC Market $23 Billion UC Market ($ in billions) (1) Sources: Infonetics and William Blair & Company as of March 2012. 4
- 7. • For [target customer segment] • Who wants/needs [problem facing the target customer] • The [product name] is a [product category] • That provides [key benefit, compelling reason to buy]. • Unlike [main competitor] • The [product name] [key differentiator]. Tests: •Can the competitor’s product name be substituted? •Is there a relationship between compelling reason to buy and key differentiator? •Is the compelling reason to buy significant enough to warrant purchase? •How demonstrable is the Value Proposition? Developing a Compelling Value Proposition
- 8. Streamlining Communications for SMBs Without Vocalocity With Vocalocity Desk Phones Soft Phones Vocalocity Mobile Personal Portal 3rd Party ApplicationsDesktop App • Cumbersome operations and maintenance • No viable self-service options • Expensive upfront costs • Flexible plans and features • Ease of implementation and operations • 50 - 80% of cost savings with minimal upfront costs • Increased professional presence • Provides relevant data during calls to drive more effective sales / service 3
- 9. Scale of Traction (My Canal Partners Lens) • Product/service is ready to sell. • 1. Company’s product/service is just a concept. • 2. Customer feedback has shaped product/service specifications. • 3. Concept has been reduced to a prototype. • 4. Customers are using/testing pre-commercial versions of Company’s product/service. • 5. Product/service is ready to sell. • Value proposition is quantifiable in customer’s terms • 1. No target customers. • 2. Target customers know, pain is unknown. • 3. Company has identified target customers with significant pain. • 4. Value proposition is compelling but only in qualitative terms. • 5. Value proposition is compelling and quantifiable. • Customers have validated Company’s value proposition. • 1. Many leads, few qualified prospects. • 2. Significant pipeline of qualified prospects. • 3. Customers are sampling but not yet buying. • 4. Customers have verbally communicated intent to purchase. • 5. Company is generating revenues through the delivery of its value proposition. Confidential 9
- 10. Convenient Configurability and Maintenance • Highly configurable, self service phone system administration • Administrator Web Portal Interface accessible to all account administrators • Update extension types; add and remove features • Personal User Interface for every employee/extension • Employees control voicemail, call forwarding, and view call logs Web Portal Interface Powerful web-based interface to control account features 6
- 11. Vocalocity Desktop • Allows SMBs to impress customers and prospects • Instant access to information about customer business needs and activities • Facilitates a greater level of selling and customer service Instantly collect and display important client info in one convenient application Extension SettingsCompany Directory Call Logs 7
- 12. Vocalocity Mobile • Convenience – Manage communications on-the-go • Voicemail – Listen to and delete voicemails, return missed calls, view voicemail transcriptions • Dial a Number – Call from app and appear as though calling from desk • Directory – Check phone activity at office or make one-click calls to colleagues while outside office • Call Log – Review employees’ call logs, return missed calls and messages • Never Miss a Call – Configure away settings and always stay connected • Settings – Update profile, call routing preferences, and change active devices iPhone® Android® Play Voicemail & View Voicemail Transcription Directory Contacts & Line Presence Adjust Call Forwarding Settings 9
- 13. Call Monitoring • Improve Customer Experience – Maintain the quality of customer relationships by: – Optimizing call resolution times – Minimizing errors – Maintaining customer satisfaction – Maximizing the benefits of every interaction • Optimize Sales Effectiveness – Use call monitoring as a coaching and training tool to: – Streamline processes – Increase revenue – Improve productivity and effectiveness of employees • Monitor – Listen in on any call between an internal extension (employee) and an external call (the customer) • Whisper – Listen to the conversation but only interact with the internal extension (employee) • Barge – Join an established call and interact with both the employee and the customer • Remote Access – Monitor a team from any phone, any time Whisper If an employee needs assistance, this allows you to “whisper” into his or her ear. Only your agent will hear you. Monitor Listen in on calls to hear customer interactions first-hand. Barge Join the call and assist both the customer and employee. 10
- 14. Company Call Recording • Optimize Sales Performance – Monitor sales team performance for valuable coaching and training opportunities • Protect Employees & Business – Minimize risk and liability by retaining recordings for diplomatic and timely issue resolution • Simple to Use – Configuration can be done easily from the Admin Portal. Record only what is wanted. Decide which extensions, groups, queues, virtual receptionists and conference bridges to record. Once configured, they are recorded automatically • Recordings Never Expire – Download and store recordings for easy archiving and organization • Low Flat Rate – Company Call Recording Service only $49.99/month (including 500 hours of recording time) 11
- 15. Integrated Analytics Provide Critical Feedback • Business Intelligence – Gain insights and streamline business processes with new advanced reporting capabilities • Company Summary – Review graphical summaries and full details of company call activities. Reduce talk times, optimize call resolution and pull information dynamically for optimum management and visibility • Full Report Views – Review trends or graphical charts for both in-depth or at-a- glance analyses • Custom Reports – Design and save custom reports with advanced filters and the information to make critical business decisions • Cost – FREE! Sophisticated, homegrown analytics help executives moderate and manage productivity 13
- 16. Very Experienced Leadership Wain Kellum, CEO Serial CEO of 5 venture backed companies. Equity deals with Microsoft and HP. Patrick Clark, CFO Previously at The Weather Channel, , Barton Protective Services, Inmed Corporation , Deloitte. Teri McEvily, VP Finance Previously at Sage, Peachtree Software. Kyle Johnson, VP, Sales Previously at Capital Access Network, ChoicePoint. Jonathan Alexander, VP, Engineering Previously at Liquidware Labs, Trusted Networks, Epiphany, Lotus. Aaron Charlesworth, VP, Marketing Previously at Omnilink Systems, CDC Software, Siebel. Chris Rabbu, VP, Lead Generation Previously at Capital Access Network, ChoicePoint. Cindy Tierney, VP, Operations Previously at Beazer Homes, NSI, Comdisco, Office Depot Liam McElhone, GM Wholesale Previously at XO, Mindshift