Marketing your Startup

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  • Lego began making interlocking bricks in Denmark in 1949 – Patented in 1958 – I got my first set in 1977Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.
  • Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.
  • Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.
  • Lego began making interlocking bricks in Denmark in 1949 – Patented in 1958 – I got my first set in 1977Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.
  • Marketing your Startup

    1. 1. Marketing your Startup How to be heard above the noise
    2. 2. Q1: What do you want to be? • Lifestyle Business – Local market, not obsessed with growth – GLC’s -- “Great little companies” • Niche – Large Geographic footprint, narrow customer profile • High Potential Startup – Large global market, fast growth potential
    3. 3. Innovationortechnology Business Model or Market Existing New ExistingNew Highly Disruptive Q2: Are you disruptive? NEW technology and NEW market
    4. 4. Innovation Business Model Existing New ExistingNew
    5. 5. Types of Startups Innovationortechnology Business Model or Market Existing New ExistingNew Disruptive Existing solution made faster or cheaper New technology, traditional delivery Old concept, new market
    6. 6. Innovationortechnology Business Model or Market Existing New ExistingNew Five Minute Activity Disruptive Existing solution made faster or cheaper New technology, traditional delivery Old concept, new market Pick a Category: 1. Sports 2. Media & Entertainment 3. IT – Software or Hardware 4. Transportation 5. Consumer Products
    7. 7. How does this relate to Marketing?
    8. 8. Marketing Strategy Innovationortechnology Business Model or Market Existing New ExistingNew Highly Disruptive Existing solution made faster or cheaper New technology, traditional delivery Old concept, new market Easier to get noticed Harder to get noticed
    9. 9. What we’re going to talk about… 1. The Basics – be present 2. The Message – something to talk about 3. Going Guerilla – do something creative
    10. 10. Phase 1: The Basics (must haves) • Logo • Website • Business Cards • Brochures or handouts • Social Media
    11. 11. Logo • Will be your most recognized asset • Not permanent • More on this in other sessions
    12. 12. Websites – Domain names… • Tips to get what you want – Remove vowels – Add an “AZ” – .co is more common – Look at the other countries extensions • .as .cc .er .la .ly .ne .vc • Shorter is better
    13. 13. Do it yourself websites… • Wordpress, Wix, SquareSpace, many more… • Squarespace – pretty easy to use, starts at $10/mo. • Ask around… • Doesn’t have to be elaborate, but it has to be there.
    14. 14. Brochures • Having a good 1-pager (tech companies) • Get input • Get help • Stay tuned for the 4pm class on Graphic Design
    15. 15. Social Media • Linkedin, Facebook, Twitter, Pinterest • Use it but don’t over-do it • Leverage your contacts – get the “Likes”
    16. 16. Phase 2: Something to talk about • Press Releases • Spam • Your pitch deck • Crowdfunding • Trade shows, Competitions, Events • Specials and Promotions
    17. 17. Press Releases • What’s NEWS worthy??? – If you are truly disruptive then you have a story – If not, you are an advertiser and they want you to buy an ad • Do it anyway and put on your website – You are building your history • Pay services and free services. – http://mashable.com/2007/10/19/press-releases/
    18. 18. Email Campaigns • Mailchimp, Constant Contact • Use it don’t abuse it • Can be effective when used with other media • You need to build a contacts database • Always ask permission
    19. 19. Your Pitch Deck • 25 pt font & 25 words per slide maximum • More visuals less text • 10 slides – 10 minutes 1. Title Slide/Overview/Elevator Pitch 2. Problem 3. Solution 4. Team 5. Business Model 6. Market 7. Competitive Advantage 8. Marketing and Sales Strategy 9. Roadmap and Milestones 10. Financial Information
    20. 20. Crowdfunding - yes
    21. 21. Tradeshows, competitions, events
    22. 22. Promotions – Escape Grid
    23. 23. Awareness activities -- Breezing Supporting their Indiegogo campaign
    24. 24. Phase 3: Going Guerrilla… • Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.
    25. 25. • Specifically geared for the small business and entrepreneur. • It should be based on human psychology • Forget about the competition and concentrate more on cooperating with other businesses. • Guerrilla marketers should use a combination of marketing methods for a campaign. • Use current technology as a tool to build your business. • Messages are aimed at individuals or small groups, the smaller the better. • Commit to your campaign. Use Effective frequency instead of creating a new message theme for each campaign. Principles of Guerrilla…
    26. 26. Guerrilla ideas – ASU Edson Campaign
    27. 27. Guerrilla ideas – Arizona Pro DJ’s
    28. 28. Guerrilla ideas – 1UP
    29. 29. Conclusion • Look like a real company • Put together a plan • Use multiple strategies • Use one strategy to boost another strategy • Be creative • Get input • Listen to the customer
    30. 30. Innovation Business Model Existing New ExistingNew
    31. 31. Thanks! Wiley Larsen Venture Manager ASU Entrepreneurship & Innovation wiley.larsen@asu.edu
    32. 32. References • http://www.cloudave.com/1129/the-four-quadrants-of-innovation-disruptive-vs-incremental/ • http://en.wikipedia.org/wiki/Guerilla_marketing • http://www.sitepoint.com/forums/showthread.php?388271-Complete-List-of-Domain-Extensions • http://mashable.com/2007/10/19/press-releases/ • http://www.foresightst.com/learning/ • Robinson, David C. Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy industry, 2013

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