Sean Ellis StartupDay 2011 Speech
Upcoming SlideShare
Loading in...5
×
 

Sean Ellis StartupDay 2011 Speech

on

  • 841 views

Startup Market

Startup Market

Statistics

Views

Total Views
841
Views on SlideShare
841
Embed Views
0

Actions

Likes
2
Downloads
21
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Are you in an impossible marketing situation?  Even the best growth hacker would fail over the long term in many situations. Recent study - premature scaling kills startups...  How can we create the condition in which you would succeed?
  • Good news is that you may already be a must have. I’m sure many startups that fail, actually create a must have product, they just never uncover what it is. Engage users to find out…
  • That was my key focus for 2 years…. Experimenting on other people’s businesses to figure it out…
  • Ie - LogMeIn – experience doesn’t change if million others using it.
  • Ie -Facebook, Twitter, Ebay – hard at first, but eventually massive scale with very little marketing spending.
  • Authentic word of mouth critical for sustainable growth
  • WOM multiplier means you are buying cohorts of users.
  • Demand gen rarely cost-effective for freemium; higher the ARPU, more likely demand gen will work.

Sean Ellis StartupDay 2011 Speech Sean Ellis StartupDay 2011 Speech Presentation Transcript

  • Startup Marketing
    Sean Ellis
    September 17th, 2011
    Founder & CEO of CatchFree
    Blog: Startup-Marketing.com
    Twitter: @SeanEllis
  • 2
    ?
  • 3
    Agenda
    Marketing success requirements
    GTM steps by startup type
    Driving sustainable growth
    View slide
  • Common Conditions of Marketing Success?
    4
    View slide
  • 5
    Passionate users….
    that spread the word
  • How?
    6
  • Become a “must have” for enough users*
    Already a must have?
    Who considers it a must have?
    How are they using product?
    Primary benefit of this use?
    7
    * Often referred to as “product/market fit”
  • Orient business around benefit…
    How do customers articulate?
    Optimize entry pages (highlight key benefit)
    Optimize funnel (reduce friction to benefit)
    8
  • What matters/when (GTM)?
  • Go to market depends on business type…
    Normal startup
    Network-effect startup
    Freemium startup
    10
  • Normal Startup
    11
  • 12
    Key Transition Projects
    Understand- core value perceived
    Positioning- based on value
    Optimize conversions- LP & funnel
    Right metrics- to focus resources
    Viable economics-business model
  • Normal Startup
    13
  • Network Effect
    14
    Optimize on the fly…
  • Freemium Growth
    Can be normal or network effect, but…
    requires evangelist driven growth
    15
  • The Freemium Growth Loop
    16
    Reinvest
    Premium Upgrade
    Seed a
    Free User
    Get word-of-mouth free users
  • Driving Growth
    Repeatable, scalable, positive ROI
    Multipliers (sharing, virality)
    Emerging channels/testing
    Reach receptive prospect
    17
  • Demand Harvesting First
    SEM
    SEO
    Directories
    App stores
    CatchFree – for freemium
    18
  • Demand Creation Last (Context)
    Facebook ads
    Display/banners
    Radio
    PR
    19
  • Sean Ellis, Founder & CEO
    CatchFree.com
    Blog: Startup-Marketing.com
    Twitter: @SeanEllis