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  • 1. Smart Marketing for Startups Cleantech Open Academy June 29, 2012 Beth Zonis
  • 2. Agenda • • • • • • Introduction Focus on value proposition Positioning and SWOT analysis Go to market strategy Measurement Now it’s your turn! 6/29/2012 Smart Marketing for Startups 2
  • 3. You have great technology, now you want to get paid for it! • Investors (funding) • Partners (employees/market) • Customers (prospects/influencers) 6/29/2012 Smart Marketing for Startups 3
  • 4. What is marketing? 6/29/2012 Smart Marketing for Startups 4
  • 5. Marketing is… A. B. C. D. E. F. G. H. Creating value Communicating Partnerships Branding Websites Events Media (social media, PR) All of the above 6/29/2012 Smart Marketing for Startups 5
  • 6. Your brand is a collection of perceptions in the minds of your audience BRAND 6/29/2012 Smart Marketing for Startups 6
  • 7. How do people learn about you? Internet Statistics change since 2010 2011 Email users worldwide 3 billion 67% 71% -20% 555 million 118% 2.1 billion 7% Internet users in North America 271 million 2% People on Twitter 255 million 46% People following @ladygaga 18.1 million 135% 800+ million 33% 1 trillion 37% Share of emails that were spam Number of websites Internet users worldwide People on Facebook Number of video playbacks on YouTube Mobile subscriptions worldwide 6/29/2012 5.9 billion Smart Marketing for Startups 7
  • 8. Consider these critical success factors • • • • Clarity Consistency Credibility Engagement 6/29/2012 Smart Marketing for Startups 8
  • 9. Marketing begins with a value proposition Your value proposition is a statement that summarizes why a consumer should buy your product or use your service. This statement should convince a potential consumer that your particular product or service will add more value or better solve a problem than other similar offerings. Source: Investopedia http://www.investopedia.com/terms/v/valueproposition.asp#ixzz1rC1IXcRt 6/29/2012 Smart Marketing for Startups 9
  • 10. An effective value proposition will help • • • • Attract customers’ attention Generate interest Establish credibility Grow sales faster and more profitably 6/29/2012 Smart Marketing for Startups 10
  • 11. Whom do you connect with and how? • Decision-makers • Channels • Influencers 6/29/2012 Smart Marketing for Startups 11
  • 12. • Categorize • Prioritize • Analyze Importance First: identify your target audiences Role 6/29/2012 Smart Marketing for Startups 12
  • 13. Then: articulate your value proposition Value Proposition Worksheet For… Who want/need… We offer… We are better than alternatives, because… Proof points: 6/29/2012 Smart Marketing for Startups 13
  • 14. Create a SWOT analysis for each segment internal WEAKNESSES negative STRENGTHS positive • Be honest • Be realistic • Be specific OPPORTUNITIES THREATS external 6/29/2012 Smart Marketing for Startups 14
  • 15. Where does your product fit in the marketplace? Clarity Consistency 6/29/2012 Engagement Credibility Smart Marketing for Startups 15
  • 16. What is your go-to-market strategy? (more tactical than overall marketing strategy) • Who needs to know? • What do they need to know? • What do you want them to do? • Plan a cadence of actions • Consider a 360º approach 6/29/2012 Awareness Influence Motivation Smart Marketing for Startups 16
  • 17. Your marketing strategy begins internally • • • • • Corporate mission, goals & objectives People Product Relationships Make sure everyone can articulate the same company story! 6/29/2012 Smart Marketing for Startups 17
  • 18. Then it goes external • Market needs • Market trends • Competition 6/29/2012 Smart Marketing for Startups 18
  • 19. Are your targets aware of your brand? Consistency: Look, feel, tone – from one element to the other Website LOGO Clarity: Simplicity is a virture – even for sophisticated technology Collateral BRAND Social Networking PR Credibility: Marketspeak or ideas that resonate Direct 6/29/2012 Engagement: Are the elements in synch? Interchangeable? Compelling? Smart Marketing for Startups 19
  • 20. Make sure to measure your marketing efficacy • • • • Achievement of corporate objectives Sales…leads, volume, cycle, costs Traffic…buzz, hits, replies Loyalty…satisfaction, repeat business 6/29/2012 Smart Marketing for Startups 20
  • 21. Now it’s your turn: Let’s articulate your value proposition Value Proposition Worksheet For… Who want/need… We offer… We are better than alternatives, because… Proof points: 6/29/2012 Smart Marketing for Startups 21
  • 22. Value proposition guide FOR: NOTES: Each unique “client” set should have a separate chart. Pick one to start. : Think about defining them in a way that might be searchable in a database or directory. What characteristics define clients or likely prospects? What is unique about them? Consider attributes that would be searchable in a database.. What role(s) do they play? What are their titles? Who has the budget, authority, need and time frame for a solution? WHO WANT/NEED: What problems do they need to solve? What are the reasons to buy? After we have a list, we can prioritize the list. We may be able to organize the list according to categories of buyers within each client group. WE OFFER: What does MY COMPANY/PRODUCT do? What are the steps in the process? Describe solution in terms that address client needs or pain points. Use customer terminology (aka the “voice of the customer”). How does it work? WE ARE BETTER THAN ALTERNATIVES, BECAUSE: NOTES: List top alternatives, including doing nothing. Who are key competitors? What do they offer? How else can people solve the same problem? How is MY COMPANY unique? How is it better than existing alternatives and approaches? PROOF POINTS: NOTES: Use statistics and client testimonials, as well as patents and certifications. The results should be defined in terms that directly address client needs or pain points, using customer terminology and meaningful numbers. If you don’t have actual customers yet, consider putting together a few scenarios to demonstrate cost savings. How does MY COMPANY/PRODUCT directly address each pain point? What benefits can clients expect? rd What do clients say about how MY COMPANY has helped them? Have any 3 party organizations certified or endorsed MY COMPANY/PRODUCT? Can we point to specific examples that demonstrate the impact? What are the anticipated results and benefits for the target customers How can you prove the value ? 6/29/2012 Smart Marketing for Startups 22
  • 23. THANK YOU! Beth Zonis Principal and Founder Eco Marketing LLC www.ecomarketingonline.com 617-501-9660 beth.zonis@ecomarketingonline.com 6/29/2012 Smart Marketing for Startups 23