so this process really applies to
division and today I want to walk
through the go for each step and holiday
take which them to start with let's
start with windows of opportunity for
this step go is really to identify
windows of opportunity at all so
different trigger for us up France the
most important event throughout the year
because at that particular event
Oh advertiser's an agency going to buy
eighty percent of premium inventory from
giving networks so just to be clear up
front
our industry events during which
advertisers by slots on TV to advertise
their products
exactly so I'm that particular week
keeping network has strong incentive to
maximize the value of the inventory
using whatever method can and data is
the biggest weapon and the inventory is
finite so if they want to be really
successful financially they want to
increase surprise of the inventory right
exactly and your data helps that yes
right so what triggers important for you
to receive attention at up fronts
so usually what happens is couple months
before that France the going to develop
their sales neck and for some TV network
maybe that number doesn't look very good
using traditional mythology and that's
great opportunity for us maybe we can
see those add codes are our industry
magazine or sometimes we just heard
about this information from our advisors
then it's a great moment for us to
steppin say hey like a you guys need to
prepare for next up front and we can
help you guys to to justify your
inventory value and Bill own ask your
recommendation on windows of opportunity
you know you can probably think of
several right but at any startup and you
often talk about focus
do you want to focus on a single
important window of opportunity
do you want to kind of be tactical and
hit many of them all of them
well as a start-up i would say focus
focus on pick your window there might be
multiple windows of opportunity won't
talk about the answer in a second but
there'll be multiple ones and then you
have to say which one am I going to
develop a trigger because your trigger
will be different based on the windows
of opportunity almost surely so I like
what you did there there multiple
windows of opportunity there's you know
a new person change of management you
know new contractor but what he's saying
is is is he's got that period which is
just like Christmas where they do
eighty percent of their businesses that
correctly on yes eighty percent of their
business they do there
yeah and that's where he's really gotta
focus that's a big one
yeah and so he's building the trigger to
that window so that's very specifically
billion to a new person comes in it
might the trigger trigger would look
different and what are your triggers for
windows apology for this particular one
the trigger is the moment the starting
to prepare for upfront and then we heard
there that numbers are not good enough
or the networking for that something
else
OIC so you're looking at potential
customers who are not doing as well
versus their competition and they're the
ones who could benefit from your date
exactly this is they're interesting bill
because it seems to me that use
entrepreneur could also analyzed not
just your own competitive landscape but
the competitive landscape within your
customer base because some of them are
going to be much more incentive to work
with you
given the competitive dynamics
absolutely and we always talk about you
as an entrepreneur you should measure
your success through your customer
success and that's what yawns talking
about here you see this customer
struggling therefore i can help them
more you talk about hungry dogs hunt
best well guess what hungry dogs eat
best to and he's going to offer them a
product and they're going to be more
open to his product because they're
struggling they're hungrier and what you
want to achieve is that customers
succeeding thanks to your help and then
suddenly the word spreads on the market