Tip 55: Business model – who pays. Very frequently, a presenter or presentation will not reveal who will buy this product.
For example, an enterprise business model might be simply “B2B SaaS”. What we actually want to know is who, specifically, will buy this software.
The more granular, the better: “tech companies” loses to “tech companies with 100 or more employees based in the Carolinas” loses to “Blackbaud and PeopleMatter” loses to “Brian Jones, VP Operations at PeopleMatter.”
Specify the types of buyer and example companies. Specify how they make their purchasing decision: does the line manager or the C-Suite? Specify who actually pays the bill (the business line or HR), and who sends you the cash (central procurement processing or Brian Jones’ credit card). Specify when that happens (at contract signing, or at delivery of product; monthly automatic renewals or annual fees).
Also tell us how you know this.
All that granularity typically takes a lot of effort for you to understand. Being able to tell us very clearly “who pays” proves you’ve done your homework and your ambitious sales projections have some grounding in reality.