0
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
startup marketing
JANUARY 13, 2015
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
“Marketing is for companies who have
sucky products. If you build something
ama...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
“Startups fail
because the dog
won’t eat the
dogfood.”
Jeff Schwartz
Principal, ...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
depends how you define “marketing.”
and maybe “startup.”
4
does startup marketin...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
“A startup is an organization formed to
search for a repeatable and scalable
bu...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what	
  the	
  
market	
  wants	
  
to	
  buy.	
  
	
  
REALITY	
  
startup mar...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
real
business
race
to scale
proven
opportu...
8
“If	
  you	
  can’t	
  explain it simply, you
don’t understand it well enough.”
Albert Einstein	
  
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wants…
“…an intuitive but powerful approach that
allows UML diagramming to ...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wants…
“…a nutrition-based, gluten-free food
company that uses ancient grai...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wants…
“…an innovative, patent pending hand
hygiene solution to help hospit...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
some people.
12
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wants…
•  maps that make code easier to
understand, work on, and improve.
•...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
more people.
14
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
how people grok your idea
15
*
15
seconds
15
minutes
*
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
be flexible early
“mobile
marketing
management”
“mobile
media
management”
200620...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value
proposition you believe is signi...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
•  target – actionable universe of buyers
•  segment – ...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
declare your hypothesis
for target who are segment,
brand provides the category...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
made-up examples
•  For drivers who value automotive performance,
BMW provides ...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
tell a story that sells
“It’s far easier for us to
remember stories than the
co...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 22
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Before
23
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
the original blurb
“Actifio, the Protection and Availability Storage (PAS)
platf...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Today
For businesses that depend on
their data, Actifio provides data
management...
Three	
  Strategic	
  IT	
  Priorities	
  
26COPYRIGHT	
  ©	
  2014	
  ACTIFIO	
  
AGILITY	
  
Access	
  data	
  
when	
  ...
One	
  Underlying	
  Problem	
  
27
AGILITY	
   CLOUD	
  RESILIENCY	
  
BINDING	
  APPLICATION	
  DATA	
  TO	
  SILOED	
  ...
Copy	
  Data	
  Virtualization	
  
Virtual	
  Data	
  Pipeline™	
  
CAPTURE	
  
Data	
  at	
  block	
  level,	
  in	
  nat...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Copy	
  data	
  virtualization.	
  
What We Do
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
covered so far
•  startup marketing is finding the truth
•  important to declare...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
real
business
race
to scale
proven
opportu...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what is a brand?
•  The world’s collective emotional response
•  Envelope for y...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
how we decide
•  antonio damasio, neuroscientist
•  studied seemingly normal pe...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
we decide emotionally
34
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
emotion comes first…
35
emotional
rational
Copyright	
  ©2012	
  ACTIFIO	
  
Simon Sinek
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
What
start with “why”
How
Why“We make great
computers. They’re
beautiful and si...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
“why” drives outcomes
Samuel Pierpont Langley.
Smithsonian Fellow.
Orville & Wi...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 39
"If you want to build a ship, don’t drum up people
together to collect wood ...
Why	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ?	
  
COPYRIGHT	
  ©	
  2014	
  ACTIFIO	
  
Is	
  t...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Copyright	
  ©2012	
  ACTIFIO	
  
How customers feel.
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
•  We can liberate your data from the siloed
infrastructure that keeps you from...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
43
FREEDOM
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
COCKTAIL	
  PITCH	
   Actifio	
  is	
  copy	
  data	
  virtualization.	
  
ONE	
...
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Radically	
  Simple	
  
45
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Radically	
  Simple	
  
46
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Copyright	
  ©2012	
  ACTIFIO	
  
Radically	
  Simple	
  
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Free your data.
Radically Simple
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Virtualize your data.
Free yourself.
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
50
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
everywhere.
51
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what to take away
•  startup marketing is finding the truth
•  important to decl...
thank you.
@miketrap
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
Workshop.
54
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
55
Pair. Pitch. Switch.
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
•  target – actionable universe of buyers
•  segment – ...
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Startup Marketing 101

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Startups fail because the dog won't eat the dogfood. Not because they can't make the dogfood, or price the dogfood, or even sell the dogfood. They fail because - having solved all those problems - the dog doesn't want to eat it.

So how can you approach Marketing in way that evolves your "dogfood" in the direction your "dog" wants? And having done so, how do you get the other dogs in the neighborhood interested?

6-time startup veteran and brand guru Mike Troiano (@miketrap) for an exploration of the marketing challenges unique to venture-funded startups, at the intersections of entrepreneurship and branding, product strategy and communications, new technology and enduring truths.

Published in: Business, Career, Technology
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  • [I’d like to make the case for this version one more time.The way we use the original doesn’t make sense. We should either use men’s shoes and tell it in the first person (“Now I buy shoes when there’s a hole in the shoes I have…”), or use women’s shows and tell it in the third. I think the former is almost always more impactful. I also don’t think “Influencing” adds anything to the story, and that we should remove it in the spirit of paring back anything from a slide that isn’t absolutely necessary.]
  • [Eliminating one of these, thought it was the weakest of the five. Should be 5, I think.]
  • [EXPRESSION -> EXPERIENCE per Rob’s request.][Also recommend changing “RELEVANCE OF OFFERING” to “ALIGNMENT OF OFFERING.” Open to alternatives, but RELEVANCE clearly caused problems for some people.]
  • We think a successful marketing program has to start with a stronger connection to the external realty. There are lots of ways to do this, obviously – quantitative, qualitative, studies, focus groups, panels, etc. Some of these might make sense for you, and some might not. But the good news is…
  • [I cut the other emotion slide, just to pare this back a little. This one clearly gets the point across pretty well.]
  • Transcript of "Startup Marketing 101"

    1. 1. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. startup marketing JANUARY 13, 2015
    2. 2. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “Marketing is for companies who have sucky products. If you build something amazing… people will adopt it because it is amazing.” Fred Wilson Principal, Union Square Ventures
    3. 3. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “Startups fail because the dog won’t eat the dogfood.” Jeff Schwartz Principal, Bain Capital Ventures
    4. 4. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. depends how you define “marketing.” and maybe “startup.” 4 does startup marketing matter?
    5. 5. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “A startup is an organization formed to search for a repeatable and scalable business model.” Steve Blank | @sgblank 5
    6. 6. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. what  the   market  wants   to  buy.     REALITY   startup marketing 6 what  you   think  you  are   selling.     PERCEPTION  
    7. 7. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED. real business race to scale proven opportunity shared vision the startup journey 7 SELLING THE DREAM DISCONTINUOUS CHANGE RIDING THE ROCKETCONVICTION VS. FLEXIBILITY passionate hypothesis
    8. 8. 8 “If  you  can’t  explain it simply, you don’t understand it well enough.” Albert Einstein  
    9. 9. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… “…an intuitive but powerful approach that allows UML diagramming to be code- centric instead of model-centric by giving users an interactive exploratory visualization platform.” 9
    10. 10. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… “…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.” 10
    11. 11. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… “…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.” 11
    12. 12. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. some people. 12
    13. 13. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… •  maps that make code easier to understand, work on, and improve. •  ancient food for a better life today. •  clean hands that save lives. 13
    14. 14. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. more people. 14
    15. 15. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. how people grok your idea 15 * 15 seconds 15 minutes *
    16. 16. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. be flexible early “mobile marketing management” “mobile media management” 20062002 “mobile messaging management” 2004
    17. 17. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. BUT… you’re betting your livelihood on a value proposition you believe is significant. maybe you should write it down.
    18. 18. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. elements of positioning •  target – actionable universe of buyers •  segment – key, predisposing attribute •  brand – a name you call yourself •  category – a competitive frame for the buyer •  distinction – what makes you unique •  proof – perceived evidence of truth
    19. 19. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. declare your hypothesis for target who are segment, brand provides the category with distinction because of proof.
    20. 20. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. made-up examples •  For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering. •  For people around the world, Coca-Cola is the soft drink that is the real thing since 1886. •  For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth.
    21. 21. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. tell a story that sells “It’s far easier for us to remember stories than the cold hard facts because our brains make little distinction between an experience we are reading about and one that is actually happening.” Fast Company “Why Our Brains Crave Storytelling in Marketing” June 4, 2014
    22. 22. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 22
    23. 23. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Before 23
    24. 24. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. the original blurb “Actifio, the Protection and Availability Storage (PAS) platform company, pioneered the industry’s first storage system optimized for managing copies of production data, eliminating redundant silos of IT infrastructure and data management applications. By introducing virtualization into data management, Actifio delivers an application- centric, SLA-driven solution that decouples the management of data from storage, network and server infrastructure and reduces costs by 10X.” 24
    25. 25. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Today For businesses that depend on their data, Actifio provides data management solutions that improve resiliency, agility, and cloud mobility by virtualizing copy data.
    26. 26. Three  Strategic  IT  Priorities   26COPYRIGHT  ©  2014  ACTIFIO   AGILITY   Access  data   when  and  where   you  need  it.     RESILIENCY   Better  data   protection  and   availability.   CLOUD   Enable  transition  to   distributed  IT   infrastructure  model.    
    27. 27. One  Underlying  Problem   27 AGILITY   CLOUD  RESILIENCY   BINDING  APPLICATION  DATA  TO  SILOED  PHYSICAL  INFRASTRUCTURE   BC/DR   COMPLIANCE   ANAYTICS  DEV  &  TEST   Physical  IT   BACKUP   Virtual  IT   COPYRIGHT  ©  2014  ACTIFIO  
    28. 28. Copy  Data  Virtualization   Virtual  Data  Pipeline™   CAPTURE   Data  at  block  level,  in  native   format,  according  to  your  SLA   GOLDEN  COPY     OF  PRODUCTION   MANAGE   A  physical  copy,  moved  once,   and  stored  anywhere   USE   Unlimited  virtual  copies  for   instant  access  and  protection   DATA     PROTECTION   BUSINESS   CONTINUITY   DATA     MOBILITY   DEV  &  TEST   DATA     INSIGHTS   OTHER   COPYRIGHT  ©  2014  ACTIFIO  
    29. 29. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Copy  data  virtualization.   What We Do
    30. 30. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. covered so far •  startup marketing is finding the truth •  important to declare your hypothesis •  express it as a simple story •  tell it the same way everywhere •  iterate together toward a big idea
    31. 31. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED. real business race to scale proven opportunity shared vision product / market fit 31 SELLING THE DREAM DISCONTINUOUS CHANGE RIDING THE ROCKETCONVICTION VS. FLEXIBILITY passionate hypothesis ✓ ✓
    32. 32. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. what is a brand? •  The world’s collective emotional response •  Envelope for your product’s rational benefits •  Emotional value proposition, guides people toward or away from what you’re selling •  If you think it doesn’t matter, you don’t understand how people make decisions… 32
    33. 33. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. how we decide •  antonio damasio, neuroscientist •  studied seemingly normal people with a specific type of brain damage that made them unable to feel emotions. •  all had something peculiar in common: they couldn’t make decisions. 33
    34. 34. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. we decide emotionally 34
    35. 35. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. emotion comes first… 35 emotional rational
    36. 36. Copyright  ©2012  ACTIFIO   Simon Sinek
    37. 37. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. What start with “why” How Why“We make great computers. They’re beautiful and simple to use, because we think different.” “We think different. We make products beautiful and simple to use. We make great computers.” 37 Based on the work of Simon Sinek.
    38. 38. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “why” drives outcomes Samuel Pierpont Langley. Smithsonian Fellow. Orville & Wilbur Wright. Bicycle merchants. “We will change the world by enabling man to fly.” 38
    39. 39. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 39 "If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea." Antoine de Saint-Exupery
    40. 40. Why                                  ?   COPYRIGHT  ©  2014  ACTIFIO   Is  there  an  emotional  value  prop  in   copy  data  virtualization?   40
    41. 41. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Copyright  ©2012  ACTIFIO   How customers feel.
    42. 42. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. •  We can liberate your data from the siloed infrastructure that keeps you from advancing your most urgent priorities. •  In the process we will liberate you, from the excess cost, complexity, and stress of managing cloud-scale application data on infrastructure designed for the client-server era. 42
    43. 43. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 43 FREEDOM
    44. 44. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. COCKTAIL  PITCH   Actifio  is  copy  data  virtualization.   ONE  SIMPLE  THING   Freedom   FUNCTIONAL  BENEFITS   •  Protect  your  applica>on  data,  so  you  can  Access  anything  instantly   •  Transform  the  economics  of  your  IT  infrastructure,  or  even  your  business   •  Manage  all  of  your  application  data  through  a  single,  simple  UI     EMOTIONAL  BENEFITS   •  Confidence…  in  your  ability  to  recover  from  problems  quickly   •  Independence…  from  vendor  lock-­‐in  driving  complexity  and  storage  spend   •  Validation…  of  your  foresight  in  embracing  next  generation  technology  early   STORIES   •  Data  is  the  lifeblood  of  business.  Infrastructure  is  just  what  you  use  to  manage  it.   •  We  developed  a  radically  simple  approach  to  managing  copy  data   •  We  capture  data  from  production,  manage  it  efficiently,  and  let  you  use  it  as  you  like   PROOF   •  Recover  multi-­‐terabyte  data  sets  in  seconds,  mounting  directly  to  production   •  Actifio  typically  slashes  TCO  by  50%,  and  turns  cash  positive  in  90  days   •  Hundreds  of  enterprise  class  and  CSP  customers,  in  22  countries  around  the  world   PERSONALITY   Bold,  Inspiring,  Practical   TAGLINE   Radically  Simple.   44
    45. 45. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Radically  Simple   45
    46. 46. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Radically  Simple   46
    47. 47. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Copyright  ©2012  ACTIFIO   Radically  Simple  
    48. 48. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Free your data. Radically Simple
    49. 49. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Virtualize your data. Free yourself.
    50. 50. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 50
    51. 51. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. everywhere. 51
    52. 52. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. what to take away •  startup marketing is finding the truth •  important to declare your hypothesis •  express it as a simple story •  tell it the same way everywhere •  iterate together toward a big idea •  your brand is your emotional value prop •  lead with it, as soon as you can
    53. 53. thank you. @miketrap
    54. 54. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED. Workshop. 54
    55. 55. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 15 Minutes 55 Pair. Pitch. Switch.
    56. 56. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. elements of positioning •  target – actionable universe of buyers •  segment – key, predisposing attribute •  brand – a name you call yourself •  category – a competitive frame for the buyer •  distinction – what makes you unique •  proof – perceived evidence of truth
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