IDEAL START UP LIFE CYCLE
IDEA CUSTOMER VALIDATION
MINIMUM VIABLE PRODUCT
FIRST 100 CUSTOMERS (INNOVATORS & EARLY ADOPTERS)
CROSSING THE CHASM (SELLING TO EARLY MAJORITY)
SCALE, GROW AND SUCCESS
PRIOR TO MARKETING - 2 MUST READs
#1 UNDERSTAND THE TERRAIN
PRIOR TO MARKETING - 2 MUST READs
#2 Positioning your Product
STARTUP MARKETING IN 3 LINES
#1 BUILD A REMARKABLE PRODUCT
#2 MARKET THE PRODUCT TO PASSIONATE
#3 BUILD A COMMUNITY WHO WILL
PROMOTE TO THE MAJORITY
HOW TO GET YOUR FIRST 10 CUSTOMERS
WHEN YOU LAUNCH(MVP)?
THE PRODUCT IS
BUILD YOUR PRODUCT THE LEAN WAY.
ONCE YOU BUILD THE MVP YOU WILL HAVE MINIMUM 10 CUSTOMERS IN HAND
IF NOT YOU MIGHT HAVE DROPPED THE IDEA.
FOLLOW CUSTOMER DISCOVERY MODEL
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?
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
How do you describe the benefit of what
What market are we in?
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
What were your short list and purchase
Did you do research before you bought?
Did you talk to anyone before your
decision to buy?
Who else was involved in the purchase?
Who Are They?
How do They View the Market?
How do They Buy?
CUSTOMER DISCOVERY – questions you ask
TAKE A MINIMUM OF 100 INTERVIEWS BEFORE LAUNCH
They all did like this in the Lean Way
AirBNB, FlipKart, Mint, Redbus
ON LAUNCHING MVP YOU WILL
• Know the pain/problem customer is facing
• Know WHO IS YOUR CUSTOMER – Buyer Persona?
• Know The worth of your solution
• Know Their Willingness to pay
• Find Product-market fit
• Find the Key Value proposition
• Have 10 early Stage Customers
• Find Customer Group that is large enough to build a
scalable and repeatable business model.
So Ready to start marketing &
Get the first 100 Customers on board?
BUT IT DOESN’T
A few tips to follow to reach 100 customers
300 Free Trials
700 Sales proposal
1000 Sales Accepted Leads
1500 Marketing Qualified Leads
Understand Success Metrics#1
Your marketing must contribute to this funnel
#2 Do it Yourself. Don’t Hire a Marketing VP
Atleast till you reach $100K in revenue
Find the Early Adopters.#3
Try to List atleast 1000 of them Yourself
#4 Go to your Customer Capital
TIP: Sell it for FREE to the leaders in your target segment in every new
#5 Don’t Waste Resources
Don’t spend time, energy and money on anything that is not directly impacting
your sales and revenue
#6 Ask for Help! People Do Love to Help, if asked
References from other people are the best source of leads always!
#7 Build a Community!
Of Enablers, End Users and Purchasers
#8 Any PR is good, if its FREE.
Analyse the sales impactness of a Paid PR Campaign before
jumping into it.
#9 In Today’s Marketing
Courage is more important than Experience
Try any new marketing strategy, if it excites you, but to a limited test
If it works, it will be one of your best blog posts in the future.
#10 Don’t Exhibit at Events,
unless you are speaking
But do attend events where your Customers come.
If No Money to register…
Feel Free to Try Gate Crashing!
All you need is a one time investment for a blazer…
#11 Content Marketing (Inbound)– The Free Stuff
Create Contents that your Community Loves.
Identify it from the Sales process
Each Content you create should add something to the sales funnel.
#12 Pay for Good Design & Content
It will pay you back for sure.
#13 Social Selling Works Wonders
60% of our Sales happened this way
Linkedin and Twitter can give more than what you think.
Must Read: 42 Linkedin Sales Tips by Insidesales.com
#14 The Ideal Flow (B2B)
Founder Selling on the Ground
Field Sales on Customer Capital
Inside Sales & CRM Automation
Set the basics for marketing automation
#15 Learn Lead Scoring & Lead Nurturing
You won’t get your early adopters, if you don’t know How to do this.