Startup Marketing 101 - RADIUS SFU
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Startup Marketing 101 - RADIUS SFU

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Startup Marketing 101 presentation for RADIUS SFU ...

Startup Marketing 101 presentation for RADIUS SFU
May 2013

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  • 1. Startup Marketing 101Anoop Aulakh@_anoop
  • 2. About Me• Marketing, BizDev, Sales, Product• Design, Non profit, Real Estate,Tech startups• Vancouver / Silicon Valley• QuikPiq, Perch, Schoolzone, Cleanweb, Strutta@_anoop
  • 3. Early Stage Startup Marketing• Customer Development• Getting Traction• Any burning questions?
  • 4. Customer Development• Product Market Fit
  • 5. Customer Development• Understand your customers’ problems andneeds intimately• Create a hypothesis• Validate with real people
  • 6. Customer Development• Online Survey• In-person interview
  • 7. Food on the Table• Observed shoppers at grocery stores• Asked survey questions• Asked interviewees to sign up for $$$• Got rejected!
  • 8. Food on the Table• Found 1 person willing to pay• Used “Concierge MVP” to understand needsand problems• Dropped off weekly package with couponsand recipes• Collected feedback, AND… $9.95• Manual work, no code
  • 9. Eventually…• Got a few more customers• Learned LOTS• Low tech iterations (in-home visit > emails,cheque > credit card)• No wasted time/money on productdevelopment• Built a solid foundation of domain expertise sothey knew how to win
  • 10. Customer DevelopmentTools• Survey.io, Google Forms, SurveyMonkey• “If you could wave a magic wand and changeanything about the way you do _______, whatwould it be, and why?”• Will you pay $20 to sign up today?
  • 11. Don’t know where to start?
  • 12. Exercise• Who is your customer/user?• What are your assumptions?• Where can you find potential users tointerview?• How can you test your assumptions in theinterview?
  • 13. Getting Traction
  • 14. Getting Traction• Where can you find your firstcustomers/users?• How can you do this on a low budget?
  • 15. Pre-product Marketing• Lead Generation: Landing Pages, AdWords,Social Media• Content: Blog, articles, e-book, whitepapers• Relationships: prospect, media, influencerYou are the expert in your domain!from @aprildunford
  • 16. Lead Generation• Landing Pages, Social Media Promotions• Lead capture promotions, downloads,webinars
  • 17. Landing Pages• Concise Value Proposition• Use your customers’ language• Clear Call To Action• Capture email• Tools:• Unbounce, LaunchRock, Striking.ly
  • 18. Social Promotions
  • 19. Social Promotions• Low Barrier to Entry (Enter to Win)• Fan-gate if on Facebook• Offer a prize that is relevant to your users• Collect email!Tools: (use free trials)• Offerpop, ShortStack, Strutta
  • 20. Content Marketing• Blog, articles, e-book, whitepapers• What content is valuable to your user?• Who makes good content today?• Learn from top players• Use terms and keywords your customer uses(SEO)
  • 21. Where to post…• Quora• Hacker News• Reddit• Blogs specific to your nice market
  • 22. A word about PR…If your customer doesn’t read tech blogs, Don’twaste time getting covered by tech blogs!
  • 23. Exercise• What type of content might be valuable toyour user?• Who makes good content today?• What are some examples of blog posts youshould create?
  • 24. Push The Ball Forward• Be ruthlessly efficient with your time• Don’t spend time on activities that aren’tcrucial• Test assumptions quickly• Get out of the building!