Smart Marketing for Startups   Cleantech Open Academy        June 29, 2012          Beth Zonis
Agenda•   Introduction•   Focus on value proposition•   Positioning and SWOT analysis•   Go to market strategy•   Measurem...
You have great technology,        now you want to get paid for it!• Investors (funding)• Partners (employees/market)• Cust...
What is marketing?6/29/2012    Smart Marketing for Startups   4
Marketing is…A.   Creating valueB.   CommunicatingC.   PartnershipsD.   BrandingE.   WebsitesF.   EventsG.   Media (social...
Your brand is a collection ofperceptions in the minds of your audience                    BRAND        6/29/2012          ...
How do people learn about you?                                                                 change since            Int...
Consider these critical success factors•   Clarity•   Consistency•   Credibility•   Engagement             6/29/2012   Sma...
Marketing begins with a value propositionYour value proposition is a statement thatsummarizes why a consumer should buy yo...
An effective value proposition will help•   Attract customers’ attention•   Generate interest•   Establish credibility•   ...
Whom do you connect with and how?• Decision-makers• Channels• Influencers          6/29/2012   Smart Marketing for Startup...
First: identify your target audiences• Categorize• Prioritize• Analyze                      Importance                    ...
Then: articulate your value propositionValue Proposition WorksheetFor…Who want/need…We offer…We are better than alternativ...
Create a SWOT analysis for each segment        • Be honest                                           internal        • Be ...
Where does your product fit in the marketplace?                   Clarity   Engagement           Consistency       Credibi...
What is your go-to-market strategy?     (more tactical than overall marketing strategy)• Who needs to know?• What do they ...
Your marketing strategy begins internally•   Corporate mission, goals & objectives•   People•   Product•   Relationships• ...
Then it goes external• Market needs• Market trends• Competition          6/29/2012   Smart Marketing for Startups   18
Are your targets aware of your brand?Consistency: Look, feel,                                  Clarity: Simplicity is a vi...
Make sure to measure your marketing efficacy•   Achievement of corporate objectives•   Sales…leads, volume, cycle, costs• ...
Now it’s your turn:         Let’s articulate your value propositionValue Proposition WorksheetFor…Who want/need…We offer…W...
Value proposition guideFOR:NOTES: Each unique “client” set should have a separate chart. Pick one to start. : Think about ...
THANK YOU!              Beth Zonis      Principal and Founder       Eco Marketing LLC   www.ecomarketingonline.com        ...
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Smart marketing for startups cto academy 6-29-2012

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Value proposition workshop for Cleantech Open Academy June 2012

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Smart marketing for startups cto academy 6-29-2012

  1. 1. Smart Marketing for Startups Cleantech Open Academy June 29, 2012 Beth Zonis
  2. 2. Agenda• Introduction• Focus on value proposition• Positioning and SWOT analysis• Go to market strategy• Measurement• Now it’s your turn! 6/29/2012 Smart Marketing for Startups 2
  3. 3. You have great technology, now you want to get paid for it!• Investors (funding)• Partners (employees/market)• Customers (prospects/influencers) 6/29/2012 Smart Marketing for Startups 3
  4. 4. What is marketing?6/29/2012 Smart Marketing for Startups 4
  5. 5. Marketing is…A. Creating valueB. CommunicatingC. PartnershipsD. BrandingE. WebsitesF. EventsG. Media (social media, PR)H. All of the above 6/29/2012 Smart Marketing for Startups 5
  6. 6. Your brand is a collection ofperceptions in the minds of your audience BRAND 6/29/2012 Smart Marketing for Startups 6
  7. 7. How do people learn about you? change since Internet Statistics 2011 2010Email users worldwide 3 billion 67%Share of emails that were spam 71% -20%Number of websites 555 million 118%Internet users worldwide 2.1 billion 7%Internet users in North America 271 million 2%People on Twitter 255 million 46%People following @ladygaga 18.1 million 135%People on Facebook 800+ million 33%Number of video playbacks on YouTube 1 trillion 37%Mobile subscriptions worldwide 5.9 billion 6/29/2012 Smart Marketing for Startups 7
  8. 8. Consider these critical success factors• Clarity• Consistency• Credibility• Engagement 6/29/2012 Smart Marketing for Startups 8
  9. 9. Marketing begins with a value propositionYour value proposition is a statement thatsummarizes why a consumer should buy yourproduct or use your service.This statement should convince a potentialconsumer that your particular product or servicewill add more value or better solve a problem thanother similar offerings.Source: Investopediahttp://www.investopedia.com/terms/v/valueproposition.asp#ixzz1rC1IXcRt 6/29/2012 Smart Marketing for Startups 9
  10. 10. An effective value proposition will help• Attract customers’ attention• Generate interest• Establish credibility• Grow sales faster and more profitably 6/29/2012 Smart Marketing for Startups 10
  11. 11. Whom do you connect with and how?• Decision-makers• Channels• Influencers 6/29/2012 Smart Marketing for Startups 11
  12. 12. First: identify your target audiences• Categorize• Prioritize• Analyze Importance Role 6/29/2012 Smart Marketing for Startups 12
  13. 13. Then: articulate your value propositionValue Proposition WorksheetFor…Who want/need…We offer…We are better than alternatives,because…Proof points: 6/29/2012 Smart Marketing for Startups 13
  14. 14. Create a SWOT analysis for each segment • Be honest internal • Be realistic • Be specific STRENGTHS WEAKNESSES negative positive OPPORTUNITIES THREATS external6/29/2012 Smart Marketing for Startups 14
  15. 15. Where does your product fit in the marketplace? Clarity Engagement Consistency Credibility 6/29/2012 Smart Marketing for Startups 15
  16. 16. What is your go-to-market strategy? (more tactical than overall marketing strategy)• Who needs to know?• What do they need to know?• What do you want Awareness them to do? Influence• Plan a cadence of actions Motivation• Consider a 360º approach 6/29/2012 Smart Marketing for Startups 16
  17. 17. Your marketing strategy begins internally• Corporate mission, goals & objectives• People• Product• Relationships• Make sure everyone can articulate the same company story! 6/29/2012 Smart Marketing for Startups 17
  18. 18. Then it goes external• Market needs• Market trends• Competition 6/29/2012 Smart Marketing for Startups 18
  19. 19. Are your targets aware of your brand?Consistency: Look, feel, Clarity: Simplicity is a virturetone – from one element Website – even for sophisticatedto the other technology LOGO Collateral BRAND Social PR NetworkingCredibility: Market- Engagement: Are thespeak or ideas that elements in synch? Directresonate Interchangeable? Compelling? 6/29/2012 Smart Marketing for Startups 19
  20. 20. Make sure to measure your marketing efficacy• Achievement of corporate objectives• Sales…leads, volume, cycle, costs• Traffic…buzz, hits, replies• Loyalty…satisfaction, repeat business 6/29/2012 Smart Marketing for Startups 20
  21. 21. Now it’s your turn: Let’s articulate your value propositionValue Proposition WorksheetFor…Who want/need…We offer…We are better than alternatives,because…Proof points: 6/29/2012 Smart Marketing for Startups 21
  22. 22. Value proposition guideFOR:NOTES: Each unique “client” set should have a separate chart. Pick one to start. : Think about defining them in a way that might besearchable in a database or directory.What characteristics define clients or likely prospects? What is unique about them? Consider attributes that would be searchable in adatabase.. What role(s) do they play? What are their titles? Who has the budget, authority, need and time frame for a solution?WHO WANT/NEED:What problems do they need to solve? What are the reasons to buy? After we have a list, we can prioritize the list. We may be able toorganize the list according to categories of buyers within each client group.WE OFFER:What does MY COMPANY/PRODUCT do? What are the steps in the process? Describe solution in terms that address client needs orpain points. Use customer terminology (aka the “voice of the customer”). How does it work?WE ARE BETTER THAN ALTERNATIVES, BECAUSE:NOTES: List top alternatives, including doing nothing. Who are key competitors? What do they offer? How else can people solve thesame problem?How is MY COMPANY unique? How is it better than existing alternatives and approaches?PROOF POINTS:NOTES: Use statistics and client testimonials, as well as patents and certifications. The results should be defined in terms that directlyaddress client needs or pain points, using customer terminology and meaningful numbers. If you don’t have actual customers yet,consider putting together a few scenarios to demonstrate cost savings.How does MY COMPANY/PRODUCT directly address each pain point? What benefits can clients expect? rdWhat do clients say about how MY COMPANY has helped them? Have any 3 party organizations certified or endorsed MYCOMPANY/PRODUCT?Can we point to specific examples that demonstrate the impact?What are the anticipated results and benefits for the target customersHow can you prove the value ? 6/29/2012 Smart Marketing for Startups 22
  23. 23. THANK YOU! Beth Zonis Principal and Founder Eco Marketing LLC www.ecomarketingonline.com 617-501-9660beth.zonis@ecomarketingonline.com 6/29/2012 Smart Marketing for Startups 23
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