1. Spinno Wake Up
Jaan Apajalahti
(jaan@apajalahti.net)
23.3.2012
Disclaimer: All views and opinions presented in this presentation are my personal.
Example company cases presented here do not necessarily represent any official views.

2. Who’s talking?
Jaan Apajalahti, since 1975
Entrepreneur since 1997
Digital Vision JLSA Computing Ky, Founder
Bitmount Systems Oy, Founder
Efecte Ltd, CEO
Sopima Ltd, Founder & CEO
(C) Jaan Apajalahti 2012

3. Start-Up Key Ingredients
Idea
Atmosphere
Skills
VS. Corporation
Strategy
Performance Indicators
Processes
(C) Jaan Apajalahti 2012

4. Positioning
High Cost of Sales
Small Deal Size Large Deal Size
Low Cost of Sales
(C) Jaan Apajalahti 2012

5. Defining The Weight
Field sales
with
Field sales
engineer
Heavy-
touch
Light-touch
inside sales
inside sales
Zero-touch
sales
(C) Jaan Apajalahti 2012 Relative Cost of Sales

6. The Perfect Fit Pipeline
Customer
Delivery
The Largest The Weakest
piece defines piece defines the
the Required Channel Revenue
Costs Throughput
Product
Price
(C) Jaan Apajalahti 2012

7. …All too Often!
(C) Jaan Apajalahti 2012

8. Case Examples
(C) Jaan Apajalahti 2012

9. Efecte
www.efecte.com
(C) Jaan Apajalahti 2012

10. Efecte’s Perfect Fit
Pipeline
Product: ERP for IT (Now Webshop & Self Service)
Pricing: 50 000 € - 500 000 € projects
Customer: Large Corp. ICT in Finland / Nordics
Channel: Direct Field Sales with Engineer
Delivery: Software & Services (partners)
(C) Jaan Apajalahti 2012

11. Efecte’s Path
High Cost of Sales
2
3
Small Deal Size Large Deal Size
1
Low Cost of Sales
(C) Jaan Apajalahti 2012

12. Sopima
www.sopima.com
(C) Jaan Apajalahti 2012

13. Sopimas’s Perfect Fit
Pipeline
Product: Business Contract Online
Pricing: 500 € - 20 000 €
Customer: SME Administration in Finland / World
Channel: Heavy-touch Inside Sales
Delivery: Self Service (Software & Services)
(C) Jaan Apajalahti 2012

14. Sopima’s Path
High Cost of Sales
2 3
Small Deal Size Large Deal Size
1
Low Cost of Sales
(C) Jaan Apajalahti 2012

15. Transfluent
www.transfluent.com
(C) Jaan Apajalahti 2012

16. Transfluents’s Perfect
Fit Pipeline
Product: Real Time Translation for Social Media
Pricing: 2 € - 20 € per post
Customer: Brands on Facebook & Twitter
Channel: Zero-touch / Light-touch Inside Sales
Delivery: Self Service & Self Provisioning
(C) Jaan Apajalahti 2012

17. Transfluent’s Path
High Cost of Sales
2
Small Deal Size Large Deal Size
1
Low Cost of Sales
(C) Jaan Apajalahti 2012

18. THX!
jaan@apajalahti.net
(C) Jaan Apajalahti 2012