Topic: FITI 創新激勵計畫 市場開發 Business Development Tagline: BD 就是 Sales 嗎？新創公司如何做 BD？ Time: 2017-02-24

1. Rabbie ⾼高⽽而芬
FEB 24th, 2017
Business Development
BD 就是 Sales 嗎？新創公司如何做 BD？

2. About Me
Rabbie Kao
高而芬 (小兔)
n Business Development of Hahow 好學校
https://hahow.in/
n Co-founder of BiG SiSTERS
https://www.bigsisterstw.com/
n Tech Blogger 創業兔筆記
rabbiekao.com
n 交大資訊與財金管理學系畢

3. Agenda
n 什麼是 BD︖
n BD 等於 Sales 嗎︖
n 新創怎麼做 BD︖
n 市場開發的 BD Metris︖
n 市場開發流程怎麼優化︖
n 推薦閱讀與相關資源

4. 什什麼是 BD？

5. 什什麼是 BD？
BD (from Wiki)
…developing and implementing
growth opportunities
within and between organizations
…the creation of long-term value
for an organization from
customers, markets, and relationships
https://en.wikipedia.org/wiki/Business_development

6. 什什麼是 BD？
n Identify partnership opportunities. Forge and develop relationships to enable
continued rapid growth and service expansion at Airbnb.
n Lead all aspects of deal execution, including prioritization of partners, strategic and
product assessment, transaction structuring and negotiation.
n Ensure effective ongoing management of key established relationships, improving
terms as needed, and maintaining accountability for the health of the partnership.
n Work with cross functional teams in engineering, product, marketing, operations,
community, legal and finance to ensure alignment on partnerships and business
requirements.
n Pilot new initiatives and business agreements in markets, evaluate their impact on
business and determine the most effective scope/approach for any follow-on
rollout.
n Demonstrate strong leadership through robust execution of projects and initiatives.
https://www.airbnb.com/careers/departments/business-development?locale=en

7. 什什麼是 BD？
BD
= 做⽣生意
= ⼈人脈 + 策略略

8. BD 等於 Sales 嗎？

9. BD 等於 Sales 嗎？
n figuring out "new" sales
(don’t have quotas)
n driving "new" and "existing" sales
(have quotas)

10. BD 等於 Sales 嗎？
BD ≠ Sales
https://blog.alphacamp.co/2015/07/22/startup-bd-sales/

11. 新創怎麼做 BD？

12. 新創怎麼做 BD？
https://www.slideshare.net/erhfen/rabbiebd150707

13. 市場開發的 BD Metrics？

14. 市場開發的 BD Metrics？
沒有 Product/Market Fit
就不⽤用談 BD 了了各位…

15. 市場開發的 BD Metrics？
n Pre vs Post Product/Market Fit Growth
n Product/Market Fit Canvas
n Ideal Customer Profile
n Lean Canvas
n 必備的財務概念念
n ⼀一張表格看商業模式

16. Pre vs Post Product/Market Fit Growth
https://www.slideshare.net/500startups/02-brian-balfour-hub-spot-final

17. Product/Market Fit Canvas
https://www.creatlr.com/template/4kqIag4DgwtT1ObbFA2vag/the-product-market-fit-canvas/

18. Product/Market Fit Canvas
http://blog.leanmonitor.com/product-market-fit-canvas-the-strategic-innovation-tool/

19. Ideal Customer Profile
http://www.brandonpugsley.com/ideal-customer-profile/

20. Lean Canvas
http://kojenchieh.pixnet.net/blog/post/367706579-%E7%B2%BE%E5%AF%A6%E7%95%AB%E5%B8%83-(lean-canvas)

21. 必備的財務概念念
n Revenue Structure 收入結構
n Cost Structure 成本結構
n Gross Profit ⽑毛利利
⽑毛利利 = 營業收入 - 銷貨成本
⽑毛利利(%)＝(營業收入-銷貨成本)÷營業收入
n Operating Profit 營業利利潤
營業利利潤=營業收入-銷貨成本-營業費⽤用
n Marginal Contribution 邊際貢獻
邊際貢獻＝(產品營收–產品變動成本)÷產品營收
n LTV (Life Time Value) 顧客的⽣生命週期
n CPA (Cost Per Acquisition) 獲取客⼾戶的成本

22. ⼀一張表格看商業模式
https://appworks.tw/business-model/

23. 市場開發流程怎麼優化？

24. 市場開發流程怎麼優化？
http://www.coelevate.com/essays/traction-vs-growth

25. 市場開發流程怎麼優化？
n 以下內容參參考《B2B銷售勝經》
n 四個核⼼心團隊區隔
n 1&2：業務開發（負責審核驗明）
n 3：客⼾戶經理理（負責成交）
n 4：客⼾戶成功/管理理經理理（負責耕耘）
n 營收可預測性 = 漏⽃斗 + 平均交易易⾦金金額⼤大⼩小 + 時間
n 找出⼀一個空間最⼤大的管道並且⼤大⼒力力加碼，許多⼤大公司都
從單⼀一管道中獲得 80% 的成長率。Zynga ⾃自 Facebook、
LinkedIn／Facebook ⾃自病毒式傳播（透過電⼦子信箱聯聯絡
⼈人）、Instagram ⾃自病毒式傳播（透過分享）、Hubspot
⾃自內容⾏行行銷、TripAdvisor ⾃自搜尋等。

26. 推薦閱讀與相關資源

27. 推薦閱讀與相關資源

28. 推薦閱讀與相關資源
http://startupclass.samaltman.com/

29. 推薦閱讀與相關資源
http://jingji.cntv.cn/special/internetage/01/

30. Contact Me
n RabbieStartup 創業兔筆記
https://www.rabbiekao.com/
https://www.facebook.com/RabbieStartup/
n rabbie@hahow.in
n rabbie.kao@gmail.comRabbie Kao
高而芬 (小兔)