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Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)
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Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)

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Presentation by Sean Ellis, http://Startup-Marketing.com, on how to create & implement marketing plans, channels & campaigns for consumer internet marketing startups.

Presentation by Sean Ellis, http://Startup-Marketing.com, on how to create & implement marketing plans, channels & campaigns for consumer internet marketing startups.

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  • 1. Web 2.0 Startup Marketing Plan Planning for the Most Important Marketing Execution in the Life of Your Startup Sean Ellis Go To Market Advisor for Startups Email: sean (at) startup-marketing.com Blog: Startup-Marketing.com
  • 2. This Plan Has Evolved Over 5 Startups Startup-Marketing.com And it’s a work in progress that will continue to evolve. Startup When My Role Description Stage Uproar 1996 - 2001 VP Marketing Leader Online Games NASDAQ IPO in 2000, Acquired by Vivendi Universal LogMeIn 2003 - 2008 VP Marketing Leader Remote PC Access Filed for NASDAQ IPO in Jan 2008 Xobni Jan 2008 - Current VP Marketing Interim, Advisor Leader Email Contact Profiles VC (A) – Khosla Ventures, FRC Eventbrite Aug 2008 - Current Go To Market Advisor Event management VC (A) – European Founders’ Fund Dropbox Sep 2008 - Current Go To Market Advisor Virtual Drive VC (seed) - Sequoia
  • 3. Format is Like Most Marketing Plans 1) Situation Analysis: Discover Users & Metrics 3) Projections: Budget, Team, Sales 2) Marketing Strategy: Sync across company Startup-Marketing.com But early stage startups require more discovery and experimentation
  • 4. Situation Analysis: Check Assumptions Discovery - Interview/survey prospects frequently to validate or refine assumptions. Startup-Marketing.com Solutions Comparison Problem Message That Motivates Target Users with $
  • 5. Situation Analysis: Key Metrics <ul><li>Most important metrics  Allowable Acquisition Cost </li></ul>Lifetime Value Allowable Acq. Cost <ul><li>Other important metrics </li></ul><ul><ul><li>Source data </li></ul></ul><ul><ul><li>Visit-to-registration rate </li></ul></ul><ul><ul><ul><li>(Or visit to download rate) </li></ul></ul></ul><ul><ul><li>Registration-to-trial rate </li></ul></ul><ul><ul><li>Trial-to-transaction rate </li></ul></ul><ul><ul><li>Average transaction size </li></ul></ul><ul><ul><li>Transactions per customer </li></ul></ul><ul><ul><li>Months per subscriber </li></ul></ul>Lifetime value must exceed acquisition cost Startup-Marketing.com
  • 6. Strategy: Get Free Users Early <ul><li>Start early with free marketing channels </li></ul><ul><li>SEO (self), blog, beta sites, etc. </li></ul><ul><li>Develop viral features </li></ul>Acquiring users for free is definitely within the allowable acquisition cost Early user flow essential for discovery and optimization. Startup-Marketing.com
  • 7. Strategy: Optimize Biz Economics Increase size and frequency of transactions 30% 8% <ul><li>Increase funnel conversion rates </li></ul><ul><li>Visit-to-trials </li></ul><ul><li>Trial-to-transaction </li></ul><ul><li>Expands viable paid marketing options </li></ul><ul><ul><li>Reduces adoption barriers </li></ul></ul><ul><ul><li>Increases allowable acquisition costs </li></ul></ul>Startup-Marketing.com
  • 8. Strategy: Now Start Testing Paid Channels <ul><li>Test paid channels and optimize individual funnels </li></ul><ul><li>PR : Great for “innovators” </li></ul><ul><li>Demand harvesting channels (great for “disruptors”) </li></ul><ul><ul><li>Create unique onramps for each usage and user type </li></ul></ul><ul><ul><li>SEM, directories </li></ul></ul><ul><li>Demand creation last (challenging and expensive) </li></ul><ul><ul><li>Get ideas by monitoring competitors and overall trends </li></ul></ul><ul><ul><li>Widgets, webcasts, sponsorships, banners, radio, trade shows </li></ul></ul>Test user acquisition channels most likely to have easy, positive ROI first (start with lowest hanging fruit ) Startup-Marketing.com
  • 9. Strategy: Demand Creation Sequence <ul><li>For demand creation, start with target that is motivated to try and buy solution as is </li></ul><ul><li>Synchronize targets with sales and product teams </li></ul>Startup-Marketing.com Target Message New feature needed Begin targeting Market Segment 1 Message 1 N/A Start Oct 2008 Market Segment 2 Message 2 Feature 1 Start Feb 2009 Market Segment 3 Message 3 Feature 2 Start May 2009
  • 10. Strategy: Dave’s Recommended Channels Dave McClure has some great slides on acquisition channels worth revisiting. Startup-Marketing.com
  • 11. Dave’s Other Great Slide on Channels
  • 12. Projections: Planning Budget <ul><li>Start Spending to Discover and Optimize </li></ul><ul><ul><li>Start with many small test buys </li></ul></ul><ul><ul><li>Optimize or cut money losers </li></ul></ul><ul><li>Later focus most budget on proven ROI campaigns </li></ul>But reserve at least 20% of budget for tests each month. Startup-Marketing.com
  • 13. Projections: Budget For Max ROI Spend <ul><li>Budget for highest realistic positive ROI spend </li></ul><ul><ul><li>Spend below budget if not enough testing opportunities and scalability in proven channels </li></ul></ul><ul><ul><li>Scale beyond budget if proven channels can scale beyond current budget </li></ul></ul>During planning, agree with CEO on process for increasing budget and need for flexibility Startup-Marketing.com
  • 14. Projections: Hire for Faster Testing <ul><li>Hire to increase velocity of tests </li></ul><ul><li>Hire to fill bottlenecks that slow testing </li></ul><ul><ul><li>Early marketing roles to consider: </li></ul></ul><ul><ul><ul><li>Marketing Web Designer </li></ul></ul></ul><ul><ul><ul><li>Copywriter </li></ul></ul></ul><ul><ul><ul><li>Marketing Data Analyst </li></ul></ul></ul><ul><ul><ul><li>Marketing Database Analyst </li></ul></ul></ul><ul><ul><ul><li>SEM specialist </li></ul></ul></ul><ul><ul><ul><li>Product Marketing Director </li></ul></ul></ul>Don’t try to hire someone to “figure things out” Startup-Marketing.com
  • 15. Projections: User/Sales Growth <ul><li>Build initial user/sales growth projections based on planned budget and metric assumptions. </li></ul><ul><ul><li>Initial projections are always inaccurate because no historical data to model. </li></ul></ul>Predictable growth begins when 80% of budget focused on proven ROI campaigns Startup-Marketing.com
  • 16. What to Take Away <ul><li>Discover who needs it and why </li></ul><ul><li>Track your key metrics early </li></ul><ul><li>Optimize business economics early </li></ul><ul><li>Micro test customer acquisition channels </li></ul>Sean Ellis Go To Market Advisor for Startups Email: sean (at) startup-marketing.com Startup-Marketing.com

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