Visit
evisors.com
to browse all mentors who
can help you with:
• Informational Interviews
• Resumes & Cover Letters
• Mock...
Entrepreneurial Marketing
featuring:
James Weiss
Founder, JBW Advisory &
Former Senior Manager at
Hosted by:
Caitlin Quan
...
Agenda
1. About James
2. Tactics vs. Strategy and the money myth
3. Product – market fit, pain, and virality
4. A few reso...
About James
“Entrepreneur and Reformed Consultant”
• Have built three businesses, currently building 2 more
• In 2010 star...
Why are you here?
• You’ve launched an entrepreneurial
venture and you’re looking for customers
• You’re preparing to laun...
Tactics vs. Strategy
Strategy = what’s the plan to build this
business
Tactics = how many twitter posts do we
need today
T...
The myth
Hosted by: Career Advisors on Demand..com/webinars
Money doesn’t solve the problem
$41MM
$340MM
$45MM $135MM
Source: http://techli.com/2012/04/10-greatest-startup-failures/
...
The real challenges
Product
Market Fit
Does my product solve a
problem?
Story
How do I get people to
want to buy my produc...
Product Market Fit – it’s easy!
Hosted by: Career Advisors on Demand..com/webinars
Perhaps not so easy
Hosted by: Career Advisors on Demand..com/webinars
“A lot of times, people don't know
what they want until you show
show it to them.”
--Steve Jobs
Hosted by: Career Advisors...
Hosted by: Career Advisors on Demand..com/webinars
How important is this?
“Do whatever is required to get to product/market fit.
Including changing out people, rewriting you...
You need to listen carefully
Lots of ways to talk to customers
• Surveys
• Google analytics
• Focus groups
• Interviews
• ...
Product-Market fit
Lots of ways to talk to customers
• Surveys
• Google analytics
• Focus groups
• Interviews
• Usability ...
Driving Awareness
Marketing
Hosted by:See the rest at evisors.com/webinars/webinar/75
Hosted by:See the rest at evisors.com/webinars/webinar/75
Source: http://www.confusedmatthew.com
Hosted by:See the rest at evisors.com/webinars/webinar/75
Entrepreneurs need to educate to get
consideration
Source: http://www.adamhcohen.com
Hosted by:See the rest at evisors.com...
1. A fashion
brand
2. Offering value
and service
3. With a social
mission
Hosted by:See the rest at evisors.com/webinars/w...
There are innumerable tactics to build
awareness
Source: http://bit.ly/XnJGce
Hosted by:See the rest at evisors.com/webina...
Hosted by:See the rest at evisors.com/webinars/webinar/75
Before you start thinking tactics…
What’s your story?
• Why are you in business?
• What do you believe?
• What is your val...
Virality: The marketing holy grail
Source: http://blog.amplifinity.com
Hosted by:See the rest at evisors.com/webinars/webi...
What’s “virality” all about?
Virality is:
1. Creating customer experiences delightful
enough that people want to tell thei...
Virality isn’t new!
Customer references
Word of mouth
Reviews
Sharing
Hosted by:See the rest at evisors.com/webinars/webin...
Sharing existed long before Facebook
Source: http://dailymail.co.uk
Hosted by:See the rest at evisors.com/webinars/webinar...
Sharing existed long before Facebook
Source: http://cocainehelp.promisblogs.com
Hosted by:See the rest at evisors.com/webi...
virality in 3 easy steps®
1. Get your brand into people’s
hands
2. Make sure they love it
3. Give them super-easy ways to
...
Hosted by:See the rest at evisors.com/webinars/webinar/75
To sample or not to sample?
a) cost of a sample vs. customer
lifetime value
b) how much pain and risk are
required to try ...
Product love: NPS
Source: http://propertycasualty360.com; Bain & Company
Hosted by:See the rest at evisors.com/webinars/we...
Sharing in the internet age
Hosted by:See the rest at evisors.com/webinars/webinar/75
Sharing in the internet age
• Built the platform for
$300,000
• Spent nothing on
advertising
• Within 18 months had
~20% o...
Sharing in the internet age
Get your free, private e-
mail @
http://www.hotmail.com
Hosted by:See the rest at evisors.com/...
PS… the story hasn’t changed
Hosted by:See the rest at evisors.com/webinars/webinar/75
Selfish Plug: MackWeldon
Hosted by:See the rest at evisors.com/webinars/webinar/75
Selfish Plug: MackWeldon
Hosted by:See the rest at evisors.com/webinars/webinar/75
Closing thoughts
Good strategy trumps money and tactics any day of the week.
• Build a product that people really need and...
A few resources
• http://blog.kissmetrics.com/ultimate-guide-startup-
marketing/
• http://marketingbeforefunding.com
• htt...
Questions & Answers
Hosted by:See the rest at evisors.com/webinars/webinar/75
Questions & Answers
Question 1:
How do you effectively market with a small
budget and limited resources?
Hosted by:See the...
Questions & Answers
Question 2:
When is it time to invest in a dedicated
marketing resource?
Hosted by:See the answer at e...
Questions & Answers
Question 3:
How do you market effectively to women
with broad similarities?
Hosted by:See the answer a...
Questions & Answers
Question 4:
How do you market a product/service that is
unrecognized by customers?
Hosted by:See the a...
Questions & Answers
Question 5:
How should different marketing activities be
prioritized?
Hosted by:See the answer at evis...
Questions & Answers
Question 6:
How do you identify core messages that
reflect your brand and resonate with your
customers...
Questions & Answers
Question 7:
What are some of the important aspects in
B2B marketing?
Hosted by:See the answer at eviso...
Connect
Book your one-on-one session with James at
www.evisors.com/expert/689
James Weiss
Founder, JBW Advisory
He can hel...
Get the latest updates on upcoming
webinars by following us:
Register for live webinars and view all our recordings at:
ww...
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Entrepreneurial Marketing

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Entrepreneurial Marketing

  1. 1. Visit evisors.com to browse all mentors who can help you with: • Informational Interviews • Resumes & Cover Letters • Mock Interviews …and more! Hosted by: Career Advisors on Demand..com/webinars
  2. 2. Entrepreneurial Marketing featuring: James Weiss Founder, JBW Advisory & Former Senior Manager at Hosted by: Caitlin Quan Evisors Marketing & Operations Associate Hosted by: Career Advisors on Demand..com/webinars
  3. 3. Agenda 1. About James 2. Tactics vs. Strategy and the money myth 3. Product – market fit, pain, and virality 4. A few resources to help 5. Q&A Hosted by: Career Advisors on Demand..com/webinars
  4. 4. About James “Entrepreneur and Reformed Consultant” • Have built three businesses, currently building 2 more • In 2010 started JBW Advisory, helping early-stage companies in media and consumer products / retail • >6 years post MBA at Bain NYC, Singapore, HK • Princeton AB, Wharton MBA • Started career at DreamWorks in LA as a driver to composer Hans Zimmer Hosted by: Career Advisors on Demand..com/webinars
  5. 5. Why are you here? • You’ve launched an entrepreneurial venture and you’re looking for customers • You’re preparing to launch and you’re thinking about your marketing strategy • You’re currently a marketer and are interested in how things are different on the other side Hosted by: Career Advisors on Demand..com/webinars
  6. 6. Tactics vs. Strategy Strategy = what’s the plan to build this business Tactics = how many twitter posts do we need today Tactics flow from strategy Hosted by: Career Advisors on Demand..com/webinars
  7. 7. The myth Hosted by: Career Advisors on Demand..com/webinars
  8. 8. Money doesn’t solve the problem $41MM $340MM $45MM $135MM Source: http://techli.com/2012/04/10-greatest-startup-failures/ Hosted by: Career Advisors on Demand..com/webinars
  9. 9. The real challenges Product Market Fit Does my product solve a problem? Story How do I get people to want to buy my product? Virality How do I get people to tell their friends about my product? Hosted by: Career Advisors on Demand..com/webinars
  10. 10. Product Market Fit – it’s easy! Hosted by: Career Advisors on Demand..com/webinars
  11. 11. Perhaps not so easy Hosted by: Career Advisors on Demand..com/webinars
  12. 12. “A lot of times, people don't know what they want until you show show it to them.” --Steve Jobs Hosted by: Career Advisors on Demand..com/webinars
  13. 13. Hosted by: Career Advisors on Demand..com/webinars
  14. 14. How important is this? “Do whatever is required to get to product/market fit. Including changing out people, rewriting your product, moving into a different market, telling customers no when you don’t want to, telling customers yes when you don’t want to.” – Marc Andreesen You can’t market something that people don’t want so much that they’re willing to break current habits to switch to yours. Hosted by:See the rest at evisors.com/webinars/webinar/75
  15. 15. You need to listen carefully Lots of ways to talk to customers • Surveys • Google analytics • Focus groups • Interviews • Usability testing • Yahoo! Answers • Facebook Hosted by:See the rest at evisors.com/webinars/webinar/75
  16. 16. Product-Market fit Lots of ways to talk to customers • Surveys • Google analytics • Focus groups • Interviews • Usability testing • Yahoo! Answers • Facebook 1. Who are the true customers 2. What is their true need 3. How will you meet that need 4. How much pain is required to switch Hosted by:See the rest at evisors.com/webinars/webinar/75
  17. 17. Driving Awareness Marketing Hosted by:See the rest at evisors.com/webinars/webinar/75
  18. 18. Hosted by:See the rest at evisors.com/webinars/webinar/75
  19. 19. Source: http://www.confusedmatthew.com Hosted by:See the rest at evisors.com/webinars/webinar/75
  20. 20. Entrepreneurs need to educate to get consideration Source: http://www.adamhcohen.com Hosted by:See the rest at evisors.com/webinars/webinar/75
  21. 21. 1. A fashion brand 2. Offering value and service 3. With a social mission Hosted by:See the rest at evisors.com/webinars/webinar/75
  22. 22. There are innumerable tactics to build awareness Source: http://bit.ly/XnJGce Hosted by:See the rest at evisors.com/webinars/webinar/75
  23. 23. Hosted by:See the rest at evisors.com/webinars/webinar/75
  24. 24. Before you start thinking tactics… What’s your story? • Why are you in business? • What do you believe? • What is your value proposition? • Why is this meaningful to you? If you can’t tell this story, how will other people tell it for you? Hosted by:See the rest at evisors.com/webinars/webinar/75
  25. 25. Virality: The marketing holy grail Source: http://blog.amplifinity.com Hosted by:See the rest at evisors.com/webinars/webinar/75
  26. 26. What’s “virality” all about? Virality is: 1. Creating customer experiences delightful enough that people want to tell their friends 2. Making it easy for customers to do so Hosted by:See the rest at evisors.com/webinars/webinar/75
  27. 27. Virality isn’t new! Customer references Word of mouth Reviews Sharing Hosted by:See the rest at evisors.com/webinars/webinar/75
  28. 28. Sharing existed long before Facebook Source: http://dailymail.co.uk Hosted by:See the rest at evisors.com/webinars/webinar/75
  29. 29. Sharing existed long before Facebook Source: http://cocainehelp.promisblogs.com Hosted by:See the rest at evisors.com/webinars/webinar/75
  30. 30. virality in 3 easy steps® 1. Get your brand into people’s hands 2. Make sure they love it 3. Give them super-easy ways to share (bribes don’t hurt either) Hosted by:See the rest at evisors.com/webinars/webinar/75
  31. 31. Hosted by:See the rest at evisors.com/webinars/webinar/75
  32. 32. To sample or not to sample? a) cost of a sample vs. customer lifetime value b) how much pain and risk are required to try and share Hosted by:See the rest at evisors.com/webinars/webinar/75
  33. 33. Product love: NPS Source: http://propertycasualty360.com; Bain & Company Hosted by:See the rest at evisors.com/webinars/webinar/75
  34. 34. Sharing in the internet age Hosted by:See the rest at evisors.com/webinars/webinar/75
  35. 35. Sharing in the internet age • Built the platform for $300,000 • Spent nothing on advertising • Within 18 months had ~20% of internet users Hosted by:See the rest at evisors.com/webinars/webinar/75
  36. 36. Sharing in the internet age Get your free, private e- mail @ http://www.hotmail.com Hosted by:See the rest at evisors.com/webinars/webinar/75
  37. 37. PS… the story hasn’t changed Hosted by:See the rest at evisors.com/webinars/webinar/75
  38. 38. Selfish Plug: MackWeldon Hosted by:See the rest at evisors.com/webinars/webinar/75
  39. 39. Selfish Plug: MackWeldon Hosted by:See the rest at evisors.com/webinars/webinar/75
  40. 40. Closing thoughts Good strategy trumps money and tactics any day of the week. • Build a product that people really need and want (so you’ll have “pull”), and figure out who those people are • Tell the story as simply as possible (so you can advertise, publicize, etc. effectively) • Figure out the obstacles to trial and build around them - remember you’re trying to make a market that didn’t exist, so you must eliminate friction) • Delight customers, encourage sharing, but remember pain! • Buy MackWeldon! Contact me for an F&F code  Hosted by:See the rest at evisors.com/webinars/webinar/75
  41. 41. A few resources • http://blog.kissmetrics.com/ultimate-guide-startup- marketing/ • http://marketingbeforefunding.com • http://onforb.es/14PMZui • http://www.slideshare.net/seanomalley/startup-marketing- presentation • http://www.unbound.com • http://www.startup-marketing.com/the-startup-pyramid/ • http://www.growhack.com • http://wp.me/p1FaB8-1JXd Hosted by:See the rest at evisors.com/webinars/webinar/75
  42. 42. Questions & Answers Hosted by:See the rest at evisors.com/webinars/webinar/75
  43. 43. Questions & Answers Question 1: How do you effectively market with a small budget and limited resources? Hosted by:See the answer at evisors.com/webinars/webinar/75
  44. 44. Questions & Answers Question 2: When is it time to invest in a dedicated marketing resource? Hosted by:See the answer at evisors.com/webinars/webinar/75
  45. 45. Questions & Answers Question 3: How do you market effectively to women with broad similarities? Hosted by:See the answer at evisors.com/webinars/webinar/75
  46. 46. Questions & Answers Question 4: How do you market a product/service that is unrecognized by customers? Hosted by:See the answer at evisors.com/webinars/webinar/75
  47. 47. Questions & Answers Question 5: How should different marketing activities be prioritized? Hosted by:See the answer at evisors.com/webinars/webinar/75
  48. 48. Questions & Answers Question 6: How do you identify core messages that reflect your brand and resonate with your customers? Hosted by:See the answer at evisors.com/webinars/webinar/75
  49. 49. Questions & Answers Question 7: What are some of the important aspects in B2B marketing? Hosted by:See the answer at evisors.com/webinars/webinar/75
  50. 50. Connect Book your one-on-one session with James at www.evisors.com/expert/689 James Weiss Founder, JBW Advisory He can help you with: • Career Assessment • Consulting Interview Practice • Resume Development …and more! Hosted by:See the rest at evisors.com/webinars/webinar/75
  51. 51. Get the latest updates on upcoming webinars by following us: Register for live webinars and view all our recordings at: www.evisors.com/webinars facebook.com/Evisors twitter.com/Evisors pinterest.com/Evisors linkedin.com/company/Evisors Hosted by:See the rest at evisors.com/webinars/webinar/75
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