Startup Marketing<br />April Dunford			    @aprildunford<br />
My Background<br /><ul><li>Big Companies
IBM (Launch and growth of InfoSphere, 5 acquisitions)
Siebel (Global Marketing Financial Services)
Nortel (head of incubation)
Startups
Infobright ($8M raise)
DataMirror (exit to IBM)
Janna Systems ($1.8B exit to Siebel Systems)</li></ul>2<br />
What’s a Lean Startup?<br />customer development<br />low cost / <br />open source or free tools<br />Agile development<br...
Customer Development<br />Test offering assumptions<br />Validate minimal feature set works for certain markets<br />Makin...
Assumptions<br /><ul><li>Product – IP, TCO, Dependencies
Customers – problems, ROI, buying process, environment, buying units
Sales channels/pricing
Demand Creation
Market Type – new vs. existing
Competitive</li></ul>5<br />
What is Product/Market Fit?<br />Finding a match between product and market<br />You’ll need:<br /><ul><li>First hand cust...
Market research
Customer/competitor crystal ball</li></ul>6<br />
Not all Markets are Equal<br /><ul><li>Size Matters
Bottom up vs. Top Down
Look at the adjacent markets</li></ul>7<br />
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Startup Marketing 101

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It covers the concept of customer development, product/market fit, and the phases of marketing for a startup. I gave this presentation on March 29, 2010 as the keynote presenter at DemoCamp Toronto.

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Transcript of "Startup Marketing 101"

  1. 1. Startup Marketing<br />April Dunford @aprildunford<br />
  2. 2. My Background<br /><ul><li>Big Companies
  3. 3. IBM (Launch and growth of InfoSphere, 5 acquisitions)
  4. 4. Siebel (Global Marketing Financial Services)
  5. 5. Nortel (head of incubation)
  6. 6. Startups
  7. 7. Infobright ($8M raise)
  8. 8. DataMirror (exit to IBM)
  9. 9. Janna Systems ($1.8B exit to Siebel Systems)</li></ul>2<br />
  10. 10. What’s a Lean Startup?<br />customer development<br />low cost / <br />open source or free tools<br />Agile development<br />methodology<br />3<br />
  11. 11. Customer Development<br />Test offering assumptions<br />Validate minimal feature set works for certain markets<br />Making sure your product doesn’t suck<br />4<br />
  12. 12. Assumptions<br /><ul><li>Product – IP, TCO, Dependencies
  13. 13. Customers – problems, ROI, buying process, environment, buying units
  14. 14. Sales channels/pricing
  15. 15. Demand Creation
  16. 16. Market Type – new vs. existing
  17. 17. Competitive</li></ul>5<br />
  18. 18. What is Product/Market Fit?<br />Finding a match between product and market<br />You’ll need:<br /><ul><li>First hand customer knowledge
  19. 19. Market research
  20. 20. Customer/competitor crystal ball</li></ul>6<br />
  21. 21. Not all Markets are Equal<br /><ul><li>Size Matters
  22. 22. Bottom up vs. Top Down
  23. 23. Look at the adjacent markets</li></ul>7<br />
  24. 24. How Do I Know if I’ve Got It?<br />Net Promoter Score:<br />“Would you recommend this product to a friend?”<br />survey.io:<br />“How would feel if you could no longer use [product]?”<br />8<br />
  25. 25. Phases<br />Preparation<br /><ul><li>Content
  26. 26. Email gathering
  27. 27. Relationships</li></ul>Tuning<br /><ul><li>Ecosystem
  28. 28. Economics
  29. 29. Pipeline Tuning
  30. 30. Visibility Foundation
  31. 31. Message</li></ul>Investment<br /><ul><li>Channels
  32. 32. Lead Gen
  33. 33. PR
  34. 34. Staff</li></ul>9<br />
  35. 35. Pre-Product Marketing<br /><ul><li>Content: Blog, articles, ebook, white papers, etc.
  36. 36. Email gathering: Landing pages, widgets/badges & rewards, contests
  37. 37. Relationships: prospect, media, influencer</li></ul>You are an expert in your domain<br />10<br />
  38. 38. Before You Scale<br /><ul><li>Ecosystem
  39. 39. Economics
  40. 40. Pipeline Tuning
  41. 41. Messaging
  42. 42. Visibility Foundation</li></ul>Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln<br />11<br />
  43. 43. Ecosystem & Economics<br /><ul><li>Training/Documentation
  44. 44. Customer Service and Support
  45. 45. OEM software
  46. 46. Pricing
  47. 47. Sales Channels and Distribution</li></ul>12<br />
  48. 48. Pipeline Tuning<br />Maximize the effect of every $ spent<br /><ul><li>Key metrics and A/B testing your brains out:
  49. 49. Website
  50. 50. Offers
  51. 51. Signup process
  52. 52. Trial/free version
  53. 53. Messaging (we’ll come back to this)</li></ul>13<br />
  54. 54. Visibility Foundation<br />How do non-users observe that others are using?<br />Product features<br />Shareable content<br />Referrals and Incentives<br />Reviews/Awards<br />References/success marketing<br />14<br />
  55. 55. Messaging<br />Highlight differentiated value for your segments<br />Tell me what you do<br />Benefits (not features)<br />Stories – memorable, relevant, results<br />Objections/Reassurances<br />15<br />
  56. 56. This is what we do!<br />16<br />
  57. 57. Here’s the value to you<br />17<br />
  58. 58. Reassure, Handle Objections<br />18<br />
  59. 59. Invest<br /><ul><li>Sales/Distribution channels
  60. 60. lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content
  61. 61. Marketing staff
  62. 62. PR (when it makes sense)</li></ul>19<br />
  63. 63. Moving into New Segments<br />Timing is Important<br />Validate New Assumptions<br />20<br />
  64. 64. You can Lose Product/Market Fit<br />Markets aren’t Static<br />Customer Service<br />Don’t Kill the Love<br />21<br />
  65. 65. Phases<br />Preparation<br /><ul><li>Content
  66. 66. Email gathering
  67. 67. Relationships</li></ul>Tuning<br /><ul><li>Ecosystem
  68. 68. Economics
  69. 69. Pipeline Tuning
  70. 70. Visibility Foundation
  71. 71. Message</li></ul>Investment<br /><ul><li>Channels
  72. 72. Lead Gen
  73. 73. PR
  74. 74. Staff</li></ul>22<br />
  75. 75. Thanks!<br />@aprildunford<br />aprildunford@gmail.com<br />RocketWatcher.com<br />23<br />

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