Joanne Lang - The 8 P's of Marketing

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Joanne Lang, CEO of AboutOne shares her insights on both what to do and *not* to do when launching a product and marketing.

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Joanne Lang - The 8 P's of Marketing

  1. 1. Bring Your Product to MarketBootstrapped Style…and keep it therepresented byJoanne Lang – AboutOne Founder & CEO
  2. 2. About Me – Bootstrapped First- Forbes Top 10 Women Entrepreneurs to Watch- Raised $3M+ in Seed & Series A- Dell Founders Club Entrepreneur & Microsoft One Company- Selected as a START 2012 & 2013 company (top 100 in the world)- Start Up Nation Winner, AWE Fellowship Winner- Philly Founded Company- Published: The Wall Street Journal & The Huffington Post
  3. 3.  Enters household records for you Provides intelligent reports, alerts, andprivate sharing of video, photos andpaperwork Provides structure Educates and motivatesAward-Winning Family Organization AppCurrently Managing > 1.8M records
  4. 4. ① Product② Pricing③ Place④ Promotion⑤ Physical Proof⑥ Process⑦ People⑧ Post-Launch Customer InteractionMy 8 P’s of Product MarketingTIP: TEAMCOMPOSITION
  5. 5.  Research…Research…Research• Include question ‘why not?’• Competitive analysis ($$$) Build iteratively (MVP - alpha & beta) Customer Advisory Boards Control rate of market release Measure…Measure…Measure• Every iteration
  6. 6. Learn From My MistakesIf you have developers you need aproduct/program manager.Do not let the dev team tell productmarketing they are wrong…userexperience is critical.Estimate launch dates…x6(months!)
  7. 7.  Pricing model validation• Pricing Page A/B Testing• Surveys Cash is King• Factor discounts into pricingmodel to ensure profitability.
  8. 8. Learn From My MistakesCredit card processing experience iscritical.FirstData, Authorize.net, ChargifyPayPal nativePCI ComplianceCheck credit card processing FEES!
  9. 9.  Know your customers / channels A/B test messaging by buying persona Partner Strategy Customer StrategyTIP: KNOW YOUR CUSTOMER
  10. 10. TIP: BE YOUR CUSTOMER
  11. 11. Learn From My MistakesWhere do customers buy?• Responsive website• Mobile friendly emails
  12. 12.  Prioritize marketing plan PR• Press email outreach & road trip• eReleases & other discount services• Present at events• Blog & guest blogs Organic• SEO• Landing page tests to determine triggers PartnersTIP: KNOW WHERE YOUR CUSTOMERS ARE
  13. 13. Learn From My MistakesResponsive designMarketing launch plan x6 & delayDouble opt-in from day 1PR generates buzz, not signupsComeback Moms instead of PR firmNo need to give things awayYour blog - be preparedOne Pager (see example)
  14. 14.  Support forum• Voting for features• Video demos Website Evidence• Referrals – by channel• Peer case studies• A/B testing of messagingTIP: PEER REFERENCES
  15. 15. Learn From My MistakesSet early adopters’ expectationsabout how much time it will take /competing priorities
  16. 16.  Customer support process• 7 days/week• Run by peers Customer support system• Zendesk & Olark Point of contact for beta customers Partner Sales – consistent branding /certification• NAPOTIP: GOOD SERVICE IS CRITICAL
  17. 17. Web to ‘Help’ in your applicationResponse times of your appsMessage, Live Chat, phone, emailsfrom the beginningTiming of BETA customers, too earlyleads to attritionLearn From My Mistakes
  18. 18.  Closed loop feedback Proof that you listenTIP: CONTINUAL VALIDATION
  19. 19. Set realistic release date expectations.Learn From My Mistakes
  20. 20. ① Product② Pricing③ Place④ Promotion⑤ Physical Proof⑥ Process⑦ People⑧ Post-Launch Customer InteractionSummary of Tips
  21. 21. Joanne Langjlang@aboutone.com@aboutoneceo

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