So, what is Lean Marketing?
Lean startup with a twist…
Remember Lean Startup
Is an iterative process to reduce risk in searching
for a right business model based on validated
Lean Marketing is...
An iterative process to reduce risk in searching for a
right communication model based on validated
Its about search for the right marketing
plan based on grounded learning
From a corporate perspective….
its simply about testing different channels with a small
budget, measure the conversion rate and reinvest into
the ones that perform well.
Doing things in reverse
• Typically with marketing campaigns, we start first with preparing a
detailed marketing plan (spending week, months) with the assumptions
around results we will get.
• With lean marketing it’s about getting results quickly (using small
experiments) to you help define the marketing plan – just like Lean
• So its more like the reverse, you get results than plan, rather than plan
and than get results
• Best quote is from Jim Ewel, (a guru on agile marketing). He puts it
”Too many traditional marketers plan big campaigns, spend big bucks, only to
search at the end for favorable data to justify all that money spent"
We often build product (or communication) offers
based assumptions of sterile insight given by our
Crossing the chasm of marketing mainstream
market demands fundamentally different
Crossing the Chasm
by Geoffrey Moore
The idea is to avoiding pre-mature
scaling of any marketing initiatives.
• Low documentation
• Low budget spend
• High experimentation
• A focus on validated learning (rather opinions)
• Rapid iteration before taking it to scale
Let’s review a real (my own) example
“From students to property agents”
Steps to lean marketing
Using your business model canvas you should be able to:
1. Define your target early adopter customers and top
assumptions on what media they consume?
2. Brainstorm a series of ideas on possible “marketing
campaign experiments” to test your assumptions?
3. Run experiments with few early adopter customers & ask why
they responded to your marketing campaign
4. Iterate your marketing experiments based on validated
learning and metrics
5. Prepare your marketing plan for scale
There are a lot of tools to make this
process easy (very easy)
Powerade Sports women –
Business Model Canvas
•Sydney Harbour Runners -
•Danielle Warby - advocate for
women in sport in Sydney
•Jen Dugard - personal trainer
for mums in Sydney
•Identify early adopters
•Create engagement material
(i.e. 1 paper who you are, what
you are trying to do, position
•Contact and meet early
adopters (ie build relationship)
•Create marketing material to
•Check with legal
•Need to be properly rehydrated
•Easy to drink (ie no mixing)
•Easy to carry in bag etc
•Makes segment look
good/smart when using
•Engaging material tailored to
•Feel special important when
•Dedicated access to brand
•Exclusive access to goodies
•Committed female athletes
•Mum seeking to become fitter
(i.e. just had a child)
Face to face at club session
Accessing their Facebook and
communication channels (ie
twitter, blog review/story)
(ie consider different phases
awareness - why is a problem,
cost of that problem, research
phase, purchase phase, delivery
of product, after purchase/use)
• Marketing and tools (ie http://www.pickfu.com, www.strikingly.com)
•Purchase of drink
• Running community started in 1st october
• Every Tuesday night from 6pm
• 3 choices: short, long and tech with
Landmarks locations and free
• Connect with running events and
• 600+ members, 50 “active” runners per
Club support each other to train smart and learn from the best to
become better runners and attracts committed people.
Danielle Warby is an advocate for women in sport and
has been working to promote women’s sport since 2006.
• Over 3000 followers
• Advocate for Women in Sport
• Has youtube channel
• Work with Rebel
• Connected with sports
• Specialising in prenatal training
and postnatal rebuilding
• Appeared as an expert on the
Blackmore's Well-being Blog, The
Busy Mums Fitness Club and
• 500 followers on Twitter, 1800
Jen Dugard, Director and Founder of Body Beyond
Baby and Tough Mums
1. Find early
2. Understand your
3. Get out of the
4. Run experiments
Lets summarise what we learnt….its four simple
rules to remember: FUGR
Its about using right metrics
to see if things are working
Pirate metrics: AARRR!
Who are they?
• What do you do in a day?
• What other products do you use?
• What kind of a person are you?
• What do you love? Hate?
• What sites/pubs/newsletters do you read?
• What events do you attend?
• When do you do your email?
• Who do you look up to?
How they view the market?
• Who/What do we compete with?
• If we didn’t exist, what would you use? Describe
what we do.
• How do you measure the value we provide?
• How do you describe the benefit of what we do?
• What market are we in?
How do you they buy?
• How did you know you needed something like
our solution? What triggered your search for a
• Was there anything that would have stopped
you from making the purchase?
• Did you make a short list?
• Who else was on it?
• What were your short list and purchase
• Did you do research before you bought?
• Did you talk to anyone before your decision to
• Who else was involved in the purchase?
Customer discovery questions