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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. ...

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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Startup Marketing 101 Startup Marketing 101 Presentation Transcript

  • Startup Marketing
    April Dunford @aprildunford
  • My Background
    • 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)
    2
  • What’s a Lean Startup?
    customer development
    low cost /
    open source or free tools
    Agile development
    methodology
    3
  • Customer Development
    Test offering assumptions
    Validate minimal feature set works for certain markets
    Making sure your product doesn’t suck
    4
  • Assumptions
    • Product – IP, TCO, Dependencies
    • Customers – problems, ROI, buying process, environment, buying units
    • Sales channels/pricing
    • Demand Creation
    • Market Type – new vs. existing
    • Competitive
    5
  • What is Product/Market Fit?
    Finding a match between product and market
    You’ll need:
    • First hand customer knowledge
    • Market research
    • Customer/competitor crystal ball
    6
  • Not all Markets are Equal
    • Size Matters
    • Bottom up vs. Top Down
    • Look at the adjacent markets
    7
  • How Do I Know if I’ve Got It?
    Net Promoter Score:
    “Would you recommend this product to a friend?”
    survey.io:
    “How would feel if you could no longer use [product]?”
    8
  • Phases
    Preparation
    • Content
    • Email gathering
    • Relationships
    Tuning
    • Ecosystem
    • Economics
    • Pipeline Tuning
    • Visibility Foundation
    • Message
    Investment
    • Channels
    • Lead Gen
    • PR
    • Staff
    9
  • Pre-Product Marketing
    • Content: Blog, articles, ebook, white papers, etc.
    • Email gathering: Landing pages, widgets/badges & rewards, contests
    • Relationships: prospect, media, influencer
    You are an expert in your domain
    10
  • Before You Scale
    • Ecosystem
    • Economics
    • Pipeline Tuning
    • Messaging
    • Visibility Foundation
    Give me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln
    11
  • Ecosystem & Economics
    • Training/Documentation
    • Customer Service and Support
    • OEM software
    • Pricing
    • Sales Channels and Distribution
    12
  • Pipeline Tuning
    Maximize the effect of every $ spent
    • Key metrics and A/B testing your brains out:
    • Website
    • Offers
    • Signup process
    • Trial/free version
    • Messaging (we’ll come back to this)
    13
  • Visibility Foundation
    How do non-users observe that others are using?
    Product features
    Shareable content
    Referrals and Incentives
    Reviews/Awards
    References/success marketing
    14
  • Messaging
    Highlight differentiated value for your segments
    Tell me what you do
    Benefits (not features)
    Stories – memorable, relevant, results
    Objections/Reassurances
    15
  • This is what we do!
    16
  • Here’s the value to you
    17
  • Reassure, Handle Objections
    18
  • Invest
    • Sales/Distribution channels
    • lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content
    • Marketing staff
    • PR (when it makes sense)
    19
  • Moving into New Segments
    Timing is Important
    Validate New Assumptions
    20
  • You can Lose Product/Market Fit
    Markets aren’t Static
    Customer Service
    Don’t Kill the Love
    21
  • Phases
    Preparation
    • Content
    • Email gathering
    • Relationships
    Tuning
    • Ecosystem
    • Economics
    • Pipeline Tuning
    • Visibility Foundation
    • Message
    Investment
    • Channels
    • Lead Gen
    • PR
    • Staff
    22
  • Thanks!
    @aprildunford
    aprildunford@gmail.com
    RocketWatcher.com
    23