Designer Pro tips
COPY & PASTE THESE BOXES INTO YOUR SLIDE FOR EASIER EDITING
PRO TIP: All Slides
Adding a new photo to the background
Click the background photo to highlight it, press the delete key on your keyboard.
Next, click this icon in the middle of the screen:
Insert your photo, right-click and select “Send to back”
Optional step: Change the transparency of the photo:
Click on the photo and then click “Format” on the right side of the top toolbar.
Select “Transparency” from the adjust menu and then choose
your desired level of transparency.
PRO TIP: “New Sam Analysis” slide 9
Customizing pie chart data
Double-click the chart to bring up the chart tools menu at the top of the screen.
Next, click “Edit Data”
This will open a data box similar to an Excel chart.
Enter your custom information in the rows and
close the box when finished to automatically update
the chart.
2
PRO TIP: “Approach” slide 7
Customizing chart data
Editing colors: Right-click anywhere inside of the chart. Two pop-up windows will appear. Focus
on the rectangular box that has the “Shape Fill”, “Outline” and “Chart Elements” drop-down box.
Make a selection in the chart elements box, then click fill or outline to apply the desired
color.“Chart area” fills the entire background of the chart. “Horizontal” and “Vertical” fills the
color boxes behind the axis numbers (not recommended) “Plot area” fills the space between the
axes. “Series 1” will change the color of the plot points.
Editing data: Right-click and select “Edit Data.” This pulls up a spreadsheet where you can enter
your custom plot points in columns A and B.
Bonus: right-click inside of the chart and select “add data labels” to have numbers that
match your plot points appear on the chart.
PRO TIP: “New Sam Analysis” slide 9
Customizing pie chart data, part 2
Editing colors: Right-click anywhere inside of the chart. Two pop-up windows will appear. Focus
on the rectangular box that has the “Shape Fill”, “Outline” and “Chart Elements” drop-down box.
Make a selection in the chart elements box, then click fill or outline to apply the desired
color.“Chart area” fills the entire background of the chart. “Legend” fills the space behind the 1st
Qtr etc. . . text. “Plot area” fills the space between the axes. “Series sales” will change each slide to
the same color. “Series sales data labels” changes the background color behind the percentages.
Right-click and select “Edit Data” to bring up a spreadsheet that contains the plot points. Change
these numbers to match your data and hit enter, the chart will update automatically.
 3

ACME Product Marketing

John Doe
Business Intelligence Analyst

January 21, 20XX

 4

Agenda
1 Analysis of Current Customers

2 Key Drivers, Need for a Shift

3 Market Analysis & Key Data

4 Impact of a New Ideal Customer Profile

5 Outline Execution Plan & Risks

 5

Description of our
Current Customers
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pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit
anim id est laborum.
 6

Top 3 Challenges of our

Existing Customers
1 Small market; not enough to support growth goals

2 They no longer value what we sell to justify our price point

3 It’s too expensive to acquire them

 7

Approach 100%
GROWTH & EXPECTATIONS

90%
80%
In Q2 2018 we realized our cost of acquisition was 70%
1 increasing rapidly, yet price pressures were slowing 60%
deals; buyers negotiating price not value. 50%
After assessing the size of our current market 40%
2 (SAM/TAM), we have 7-8% lead market share in a 30%
small niche and industry analysts predict slow 20%
growth 10%
0%
Survey of existing customers also proved decreasing 2019 2020 2021 2022 2023
3 price elasticity and extending sales cycles within
three of five cohorts; however the other two smaller Market Growth Revenue Expectations
cohorts were highly elastic, had available wallet size
and there was less competition for their spend.
 8

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labore et dolore magna aliqua.

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mollit anim id est laborum.
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 9

Takeaways STRATEGY
After deep consideration, we decided to
test offers to these cohorts to validate
our assumptions.

CONCLUSION
They passed with flying colors: lower
cost of acquisition, higher rates of sales
conversion and satisfaction over six
months.
 10

New SAM Analysis

5%

15%
25%

60%
15%

80%

1st Qtr 2nd Qtr 3rd Qtr 1st Qtr 2nd Qtr 3rd Qtr
 11

Comparison & Progression

1 2 3
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 12

Ideal Customer Profile

Behavior
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Behavior
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Goals Goals
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Demographics • Sed do eiusmod tempor incididunt ut labore • Sed do eiusmod tempor incididunt ut labore
Age: 24 • Beatae vitae dicta sunt explicabo. Nemo enim • Beatae vitae dicta sunt explicabo. Nemo enim
Gender: Female ipsam voluptatem ipsam voluptatem
Marital Status: Single
Location: Asheville

Occupation
Web Developer Objections to the sale Devices
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Annual Income • Sed do eiusmod tempor incididunt ut labore
$XX,000 • Beatae vitae dicta sunt explicabo. Nemo enim Key Strategies
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Education • Sed do eiusmod tempor incididunt ut labore
Bachelor’s Degree Channel • Beatae vitae dicta sunt explicabo. Nemo enim
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Comparison
Situation One
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cupidatat non proident, sunt in culpa qui
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laborum.
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13
Situation Two
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cupidatat non proident, sunt in culpa qui
officia deserunt mollit anim id est
laborum.
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error sit voluptatem
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natus error sit voluptatem
 14

Big Headline
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pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia
deserunt mollit anim id est laborum.
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• Magni dolores eos qui ratione voluptatem sequi nesciunt.
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laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure
reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui
dolorem eum fugiat quo voluptas nulla pariatur?
 15

Chart Current Customers vs. ICP 2.0

ANALYSIS
Lost ICP 1.0 ICP 2.0
Customers
Lost Customers
Current
Current Customers Customers
Closed / Lost
Closed / Lost Qualified Leads

Qualified Leads
 16

Planned Next Steps

1 4
Partner with product leaders and engineering to
Educate exec team, board of directors
audit priorities by ICP 2.0

2 5
Survey and interview new ICP 2.0 to gather
product requirements
3 6
Rework sales process and tools; trainings
Develop new marketing positioning and identify
optimal marketing channels for ICP 2.0 and shift
investment
Identify revenue risks with realignment of
resources after new ICP; gain exec agreement on
revenue and spend targets
 17

Discussion