The roadmap for a new ocean venture should have a clear destination with a beachhead market but will frequently have many twists and turns. This seminar will provide some guidance for aligning your roadmap with the needs of your target market and your sustainable competitive advantage. We will discuss the techniques of joint venture selling when your products and services are well aligned with your customer. We will provide some considerations for how to evaluate and quote detours away from your roadmap based on requests for customizations or opportunities to generate revenue that is not in alignment with your company roadmap.

Here's what you can expect to learn:

• Determine your beachhead market based on alignment between customer discovery and your sustainable competitive advantage
• Communicating your value proposition
• Joint venture selling with aligned customers
• Considering and managing detours to meet custom requirements or side projects

About Eric Siegel

Eric has broad experience in many aspects of oceanographic and subsea technology, measurements, and science. He has held leadership positions in ocean technology companies directing sales, marketing, business development, product development, and manufacturing. Eric is a demonstrated growth leader with market depth, technical expertise, and trusted global relationships. Eric is trained in physical oceanography, naval architecture and marine engineering, and earned an MBA with a focus on leadership, innovation, and global business. Eric actively mentors a cohort of ocean technology ventures in Canada’s Ocean Startup Project and is on the Board of Directors at Sustainable Oceans Applied Research. When not helping ocean scientists and companies, Eric is an active sailor, having crossed both the Atlantic and Pacific Oceans on his small boats, and now racing Bluenose Class Sloops in Halifax.