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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
    • Most important metrics  Allowable Acquisition Cost
    Lifetime Value Allowable Acq. Cost
    • Other important metrics
      • Source data
      • Visit-to-registration rate
        • (Or visit to download rate)
      • Registration-to-trial rate
      • Trial-to-transaction rate
      • Average transaction size
      • Transactions per customer
      • Months per subscriber
    Lifetime value must exceed acquisition cost Startup-Marketing.com
  • 6. Strategy: Get Free Users Early
    • Start early with free marketing channels
    • SEO (self), blog, beta sites, etc.
    • Develop viral features
    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%
    • Increase funnel conversion rates
    • Visit-to-trials
    • Trial-to-transaction
    • Expands viable paid marketing options
      • Reduces adoption barriers
      • Increases allowable acquisition costs
    Startup-Marketing.com
  • 8. Strategy: Now Start Testing Paid Channels
    • Test paid channels and optimize individual funnels
    • PR : Great for “innovators”
    • Demand harvesting channels (great for “disruptors”)
      • Create unique onramps for each usage and user type
      • SEM, directories
    • Demand creation last (challenging and expensive)
      • Get ideas by monitoring competitors and overall trends
      • Widgets, webcasts, sponsorships, banners, radio, trade shows
    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
    • For demand creation, start with target that is motivated to try and buy solution as is
    • Synchronize targets with sales and product teams
    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
    • Start Spending to Discover and Optimize
      • Start with many small test buys
      • Optimize or cut money losers
    • Later focus most budget on proven ROI campaigns
    But reserve at least 20% of budget for tests each month. Startup-Marketing.com
  • 13. Projections: Budget For Max ROI Spend
    • Budget for highest realistic positive ROI spend
      • Spend below budget if not enough testing opportunities and scalability in proven channels
      • Scale beyond budget if proven channels can scale beyond current budget
    During planning, agree with CEO on process for increasing budget and need for flexibility Startup-Marketing.com
  • 14. Projections: Hire for Faster Testing
    • Hire to increase velocity of tests
    • Hire to fill bottlenecks that slow testing
      • Early marketing roles to consider:
        • Marketing Web Designer
        • Copywriter
        • Marketing Data Analyst
        • Marketing Database Analyst
        • SEM specialist
        • Product Marketing Director
    Don’t try to hire someone to “figure things out” Startup-Marketing.com
  • 15. Projections: User/Sales Growth
    • Build initial user/sales growth projections based on planned budget and metric assumptions.
      • Initial projections are always inaccurate because no historical data to model.
    Predictable growth begins when 80% of budget focused on proven ROI campaigns Startup-Marketing.com
  • 16. What to Take Away
    • Discover who needs it and why
    • Track your key metrics early
    • Optimize business economics early
    • Micro test customer acquisition channels
    Sean Ellis Go To Market Advisor for Startups Email: sean (at) startup-marketing.com Startup-Marketing.com

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