CROSSING THE POND:
FINDING YOUR
AMERICAN AUDIENCE
Courtney Boyd Myers
Founder, audience.io & 3460 Miles
Friday, November 1...
INTRODUCTION

2

COURTNEY BOYD MYERS (@CBM)

FOUNDER, AUDIENCE.IO & 3460 MILES
‣ Working

with Fueled, Makeshift, SHADOW, ...
AGENDA

3

‣ Startup

Landscape

‣ Picking

Your City

‣ Logistics:

The Nitty Gritty

‣ Funding
‣ Brand

+ Messaging

‣ C...
CROSSING THE POND

4

STARTUP LANDSCAPE
‣ Mobile

Ubiquity

‣ Changing
‣ Data,

Workforce

Data, Data (+Analytics)

‣ P2P
...
CROSSING THE POND

TO BUILD SUCCESSFUL PRODUCTS FOR TOMORROW,
YOU MUST LIVE IN THE FUTURE TODAY.

Friday, November 1, 13

...
CROSSING THE POND

6

BEING THE BEST, BEING AUDACIOUS & BEING COURAGEOUS
IS A STATE OF MIND.
FIND YOUR NICHE &
SET YOUR SI...
CROSSING THE POND

7

BRIDGING THE ATLANTIC
What makes the U.S. a great
target market?

•313+ million people
•Online ad sp...
CROSSING THE POND

WHICH U.S. CITY IS RIGHT FOR YOUR BUSINESS?
Size of startup ecosystem, type of industries represented,
...
CROSSING THE POND

9

NEW YORK CITY
•“Silicon Alley” 1.0
•Hyphen-Tech: Finance,

Advertising, Fashion, Music and
Media

•A...
CROSSING THE POND

10

NEW YORK CITY STARTUPS
AppNexus
Artsy
BarkBox
Bitly
Birchbox
Etsy
Fab
Fueled

General Assembly
Gilt...
CROSSING THE POND

GET INVOLVED: NEW YORK CITY
‣ New York Tech Meetup — nytm.org
‣ We Are NY Tech — wearenytech.com
‣ Hack...
CROSSING THE POND

12

SAN FRANCISCO
• Epi-Center, Mecca
• Mono-Culture
• The future is made here
• Tech-Tech
• About That...
CROSSING THE POND

13

SAN FRANCISCO STARTUPS
‣ Airbnb
‣ AdRoll
‣ Asana
‣ Band Page
‣ Dropbox
‣ GitHub
‣ Good Eggs
‣ Gumro...
CROSSING THE POND

14

GET INVOLVED: SAN FRANCISCO
Meetups

Hack Weekends

Friday, November 1, 13
CROSSING THE POND

15

HAVE YOU CONSIDERED?
•Los Angeles
•Austin
•Boston
•Boulder
•Las Vegas
•Seattle
•Washington, D.C.
Fr...
CROSSING THE POND

ACCELERATORS + INCUBATORS

Friday, November 1, 13

16
CROSSING THE POND

17

EUROPEAN STARTUPS IN THE U.S.A.
Lyst
Conversocial
Huddle
Trigger.io
Songkick
One Fine Stay
Summly
M...
CROSSING THE POND

LOGISTICS: THE NITTY GRITTY
‣ Taxes
‣ Legal: Contracts, LLC, S
Corp, C Corp
‣ Hiring
‣ Banking, Payroll...
CROSSING THE POND

VISAS
1. H1B (for large, established
companies)
2. L1 (intra-company transfers)
3. E2 (closest to a sta...
CROSSING THE POND

FUNDING
•

Growing internationally is expensive

•

But you only get one shot at launching in
a new cit...
CROSSING THE POND

TOP VC FIRMS + U.S. ANGEL INVESTORS

Friday, November 1, 13

17
21
CROSSING THE POND

22

BRAND + MESSAGING
• Moms vs. Mums + a
Jumble Sale?

• Humor doesn’t always
translate!

• Does your ...
CROSSING THE POND

23

SEEKING COMMUNITY
Identify Stakeholders:

•

Target Demographics
(Customers)

•

Potential Partners...
CROSSING THE POND

BUILDING COMMUNITY
•

Hire Locally

•

Choose reputable local partners ‣ L

•

Seek government support
...
CROSSING THE POND

25

HIRE LOCALLY
Hiring a local expert with industry street cred will help you:

•

Tap into local insi...
CROSSING THE POND

26

INTERNET MARKETING
•

Create a localized website or localize your
product page in the App Store / G...
CROSSING THE POND

27

MARKETING TRENDS
•Crowdfunding as a marketing tool
•Content Marketing
•Product Marketing
•Promotion...
CROSSING THE POND

STARTUP BRANDS TO WATCH

Friday, November 1, 13

28
CROSSING THE POND

PR + MEDIA
• Hire a PR Firm to reach
influencers and journalists
• To help you plan + execute your
“lau...
CROSSING THE POND

WHAT’S THE STORY?
•“We’ve launched”
•Funding
•Trend Stories
•We’ve hit X # of users
•New features
•Acqu...
CROSSING THE POND

AMERICAN MEDIA LANDSCAPE
Follow:

ç

@Eldon
@BBosker
@ChrissyFarr
@JennyDeluxe
@SethPorges
@ADRJeffries...
CROSSING THE POND

ALSO READ...
Blogs
‣Fred Wilson (A VC) — http://avc.com
‣Chris Dixon — http://cdixon.org
‣Paul Graham’s...
CROSSING THE POND

33

EVENTS + CONFERENCES
•SXSW
•CES
•TED
•TechCrunch Disrupt
•The Next Web NYC
•AllThingsD
•Fortune’s B...
CROSSING THE POND

34

10 TIPS FOR CEOS
1. Ask yourself: The What,
Why and a little bit of How.

Friday, November 1, 13
CROSSING THE POND

10 TIPS FOR CEOS
1. Ask yourself: The What, Why and a little bit of how.

2. Identify competitive or
si...
CROSSING THE POND

36

10 TIPS FOR CEOS
1. Ask yourself: The What, Why and a little bit of how.
2. Identify competitive or...
CROSSING THE POND

37

10 TIPS FOR CEOS
1. Ask yourself: The What, Why and a little bit of how.
2. Identify competitive or...
CROSSING THE POND

38

10 TIPS FOR CEOS
1.Ask yourself: The What, Why and a little bit of how.
2. Identify competitive or ...
CROSSING THE POND

39

10 TIPS FOR CEOS
1. Ask yourself: The What, Why and a little bit of how.
2. Identify competitive or...
CROSSING THE POND

40

10 TIPS FOR CEOS
1. Ask yourself: The What, Why and a little bit of how.
2. Identify competitive or...
CROSSING THE POND

41

10 TIPS FOR CEOS
1. Ask yourself: The What, Why and a little bit of how.
2. Identify competitive or...
CROSSING THE POND

42

10 TIPS FOR CEOS
1. Ask yourself: The What, Why and a little bit of how.
2. Identify competitive or...
CROSSING THE POND

43

10 TIPS FOR CEOS
1. Ask yourself: The What, When and Why.
2. Identify competitive or similar compan...
CROSSING THE POND

44

Thank you!
Q&A
Courtney@audience.io
@CBM
Friday, November 1, 13
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Crossing the Pond: Finding Your American Audience

  1. 1. CROSSING THE POND: FINDING YOUR AMERICAN AUDIENCE Courtney Boyd Myers Founder, audience.io & 3460 Miles Friday, November 1, 13
  2. 2. INTRODUCTION 2 COURTNEY BOYD MYERS (@CBM) FOUNDER, AUDIENCE.IO & 3460 MILES ‣ Working with Fueled, Makeshift, SHADOW, REQQI, Artsy, Rize, YPlan, Qriously and Ignite100 ‣ Director of Audience Development at General Assembly London ‣ Member of #10’s Tech City Advisory Group ‣ Writer at Wired UK & The Next Web ‣ Mentor at BBC WorldWideLabs, Seedcamp, Ignite100 ‣ Community Friday, November 1, 13 Member of Sandbox, Summit Series & ICE
  3. 3. AGENDA 3 ‣ Startup Landscape ‣ Picking Your City ‣ Logistics: The Nitty Gritty ‣ Funding ‣ Brand + Messaging ‣ Community ‣ Internet Marketing ‣ Marketing ‣ PR ‣ 10 ‣Q + BD + Media Takeaway Tips for CEOs &A Friday, November 1, 13
  4. 4. CROSSING THE POND 4 STARTUP LANDSCAPE ‣ Mobile Ubiquity ‣ Changing ‣ Data, Workforce Data, Data (+Analytics) ‣ P2P Economy ‣ Gen Y ‣ Hardware ‣ The Intertwingularity Image: Shutterstock Friday, November 1, 13
  5. 5. CROSSING THE POND TO BUILD SUCCESSFUL PRODUCTS FOR TOMORROW, YOU MUST LIVE IN THE FUTURE TODAY. Friday, November 1, 13 5
  6. 6. CROSSING THE POND 6 BEING THE BEST, BEING AUDACIOUS & BEING COURAGEOUS IS A STATE OF MIND. FIND YOUR NICHE & SET YOUR SIGHTS ON BEING A WORLD LEADER. Friday, November 1, 13
  7. 7. CROSSING THE POND 7 BRIDGING THE ATLANTIC What makes the U.S. a great target market? •313+ million people •Online ad spend of $25+ billion •Greater amounts of venture capital •Bigger exits #ATLANTASTIC Friday, November 1, 13 Source WSJ
  8. 8. CROSSING THE POND WHICH U.S. CITY IS RIGHT FOR YOUR BUSINESS? Size of startup ecosystem, type of industries represented, access to talent, investors and media are just some of the factors to consider when deciding which city is right for you. (Also weather, restaurants, nightlife, babes and beach destinations, right?) Friday, November 1, 13 8
  9. 9. CROSSING THE POND 9 NEW YORK CITY •“Silicon Alley” 1.0 •Hyphen-Tech: Finance, Advertising, Fashion, Music and Media •About That Media... Image: Shutterstock Friday, November 1, 13
  10. 10. CROSSING THE POND 10 NEW YORK CITY STARTUPS AppNexus Artsy BarkBox Bitly Birchbox Etsy Fab Fueled General Assembly Gilt GroupMe Foursquare Kickstarter MakerBot NewsCred OKCupid Quirky SailThru SecondMarket Thrillist Tumblr Warby Parker Yipit ZocDoc * More extensive list can be found at: http://nytm.org/made-in-nyc Friday, November 1, 13
  11. 11. CROSSING THE POND GET INVOLVED: NEW YORK CITY ‣ New York Tech Meetup — nytm.org ‣ We Are NY Tech — wearenytech.com ‣ Hack NY — hackny.org ‣ Internet Week — internetweekny.com ‣ Social Media Week — socialmediaweek.org ‣ 3460 Miles — 3460miles.com ‣ Raised By Us — raisedby.us ‣ NYC Digital — nyc.gov/digital ‣ Made In NY — wearemadeinny.com Friday, November 1, 13 11
  12. 12. CROSSING THE POND 12 SAN FRANCISCO • Epi-Center, Mecca • Mono-Culture • The future is made here • Tech-Tech • About That Money... • According to CrunchBase data, the amount of funding raised by startups in California in July 2013 was $1.4 billion Friday, November 1, 13 Image: Shutterstock
  13. 13. CROSSING THE POND 13 SAN FRANCISCO STARTUPS ‣ Airbnb ‣ AdRoll ‣ Asana ‣ Band Page ‣ Dropbox ‣ GitHub ‣ Good Eggs ‣ Gumroad Friday, November 1, 13 ‣ Lyft ‣ Mixpanel ‣ NewHive ‣ New Relic ‣ Optimizely ‣ One King’s Lane ‣ Path ‣ Pinterest ‣ Quantcast ‣ Strongloop ‣ Square ‣ Stella & Dot ‣ TaskRabbit ‣ Tripit ‣ ZenDesk ‣ ZenPayroll
  14. 14. CROSSING THE POND 14 GET INVOLVED: SAN FRANCISCO Meetups Hack Weekends Friday, November 1, 13
  15. 15. CROSSING THE POND 15 HAVE YOU CONSIDERED? •Los Angeles •Austin •Boston •Boulder •Las Vegas •Seattle •Washington, D.C. Friday, November 1, 13 Image: PandoDaily
  16. 16. CROSSING THE POND ACCELERATORS + INCUBATORS Friday, November 1, 13 16
  17. 17. CROSSING THE POND 17 EUROPEAN STARTUPS IN THE U.S.A. Lyst Conversocial Huddle Trigger.io Songkick One Fine Stay Summly Moo Friday, November 1, 13 Decoded SoundCloud Unruly Media YPlan MixCloud Hailo Qriously Skype Spotify SkimLinks 3Beards Mimecast Blippar Campalyst Erply Prezi
  18. 18. CROSSING THE POND LOGISTICS: THE NITTY GRITTY ‣ Taxes ‣ Legal: Contracts, LLC, S Corp, C Corp ‣ Hiring ‣ Banking, Payroll, Insurance ‣ Healthcare! ‣ Procurement Companies ‣ MoveGuides ‣ Visas... Friday, November 1, 13 18
  19. 19. CROSSING THE POND VISAS 1. H1B (for large, established companies) 2. L1 (intra-company transfers) 3. E2 (closest to a startup visa) 4. O1 (alien of extraordinary ability) Friday, November 1, 13 19
  20. 20. CROSSING THE POND FUNDING • Growing internationally is expensive • But you only get one shot at launching in a new city • Tip: Raise money from connected angels or VCs in the city you want to launch in • Get on AngelList • Or have really thick bootstraps, thick skin and a rich uncle... Friday, November 1, 13 20
  21. 21. CROSSING THE POND TOP VC FIRMS + U.S. ANGEL INVESTORS Friday, November 1, 13 17 21
  22. 22. CROSSING THE POND 22 BRAND + MESSAGING • Moms vs. Mums + a Jumble Sale? • Humor doesn’t always translate! • Does your startup’s name even translate? Friday, November 1, 13 ‣L
  23. 23. CROSSING THE POND 23 SEEKING COMMUNITY Identify Stakeholders: • Target Demographics (Customers) • Potential Partners (Marketing, Business, Talent and Investors) • Then seek those groups of people at local events, coworking spaces, online (Stalking, YES!) and in the media (read! Do your HW.) Friday, November 1, 13 ‣L
  24. 24. CROSSING THE POND BUILDING COMMUNITY • Hire Locally • Choose reputable local partners ‣ L • Seek government support • Seek corporate support • Establish ambassador programs, “Street Teams,” and create systems for Evangelists Friday, November 1, 13 24
  25. 25. CROSSING THE POND 25 HIRE LOCALLY Hiring a local expert with industry street cred will help you: • Tap into local insights, contacts and deal opportunities • Avoid market pitfalls + “no-nos” • Get your business plugged in faster • ‣L Know the local competition To hire locally: • Tap your networks and get personal recommendations • Use recruiting services (Try HireMyFriend.io) Friday, November 1, 13
  26. 26. CROSSING THE POND 26 INTERNET MARKETING • Create a localized website or localize your product page in the App Store / Google Play • Search Engine Optimization (SEO) • Paid Advertising: Media, Social + Google AdWords + Retargeting Campaigns (AdRoll) • Build Virality (also Vitality + Virility!) into your Product (or use LaunchRock) • Social Media Marketing: Facebook, Twitter, Linkedin, Pinterest, YouTube, Tumblr, Foursquare, Instagram, etc. Friday, November 1, 13 ‣L
  27. 27. CROSSING THE POND 27 MARKETING TRENDS •Crowdfunding as a marketing tool •Content Marketing •Product Marketing •Promotions •Company Culture as a marketing tool •Social Good as a marketing tool •Sidenote Marketing Friday, November 1, 13 ‣L
  28. 28. CROSSING THE POND STARTUP BRANDS TO WATCH Friday, November 1, 13 28
  29. 29. CROSSING THE POND PR + MEDIA • Hire a PR Firm to reach influencers and journalists • To help you plan + execute your “launch story” • For on-going press / mentions in the media • For events + conferences • Or take PR on yourself (not suggested for introverts + those with anti-social behavior!) • Host events / Go on a roadshow • Teach! Friday, November 1, 13 17 29
  30. 30. CROSSING THE POND WHAT’S THE STORY? •“We’ve launched” •Funding •Trend Stories •We’ve hit X # of users •New features •Acquiring •Major, new hire •Hint at future plans ......But first... Can you name at least 3 tech journalists in the U.S.? Friday, November 1, 13 30
  31. 31. CROSSING THE POND AMERICAN MEDIA LANDSCAPE Follow: ç @Eldon @BBosker @ChrissyFarr @JennyDeluxe @SethPorges @ADRJeffries @ErinGriffith @HarrisonWeber @LanceUlanoff @GilbertJasonO @LaurenGoode Friday, November 1, 13 17 31
  32. 32. CROSSING THE POND ALSO READ... Blogs ‣Fred Wilson (A VC) — http://avc.com ‣Chris Dixon — http://cdixon.org ‣Paul Graham’s Essays — http://paulgraham.com ‣Hacker News — http://news.ycombinator.com ‣The Full Start - http://fullstart.com Newsletters ‣The Fetch http://thefetch.com ‣3460 Miles http://3460miles.com ‣Startup Digest http://startupdigest.com Friday, November 1, 13 32
  33. 33. CROSSING THE POND 33 EVENTS + CONFERENCES •SXSW •CES •TED •TechCrunch Disrupt •The Next Web NYC •AllThingsD •Fortune’s Brainstorm •Big Omaha Friday, November 1, 13 •Summit Series •Foo Camp •Sandbox Network •Startup Weekend •Catalyst Week •YxYY •WeWork Summer Camp •Burning Man
  34. 34. CROSSING THE POND 34 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of How. Friday, November 1, 13
  35. 35. CROSSING THE POND 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before Friday, November 1, 13 35
  36. 36. CROSSING THE POND 36 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3. Get used to doing business fast Friday, November 1, 13
  37. 37. CROSSING THE POND 37 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3. Get used to doing business fast 4. Read. For the love of god, read. Friday, November 1, 13
  38. 38. CROSSING THE POND 38 10 TIPS FOR CEOS 1.Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3.Get used to doing business fast 4. Read. For the love of god, read. 5. Hire locally Friday, November 1, 13
  39. 39. CROSSING THE POND 39 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3. Get used to doing business fast ‘ 4. Read. For the love of god, read. 5. Hire locally 6. Pack Yourself! You need to meet with local partners, customers and make time for meetings with local media. Friday, November 1, 13
  40. 40. CROSSING THE POND 40 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3. Get used to doing business fast ‘ 4. Read. For the love of god, read. 5. Hire locally 6. Pack Yourself! You need to meet with local partners, customers and make time for meetings with local media. 7. Ask for help, guidance and introductions Friday, November 1, 13
  41. 41. CROSSING THE POND 41 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3. Get used to doing business fast ‘ 4. Read. For the love of god, read. 5. Hire locally 6. Pack Yourself! You need to meet with local partners, customers and make time for meetings with local media. 7. Ask for help, guidance and introductions 8. Be open-minded to new approaches and new ideas Friday, November 1, 13
  42. 42. CROSSING THE POND 42 10 TIPS FOR CEOS 1. Ask yourself: The What, Why and a little bit of how. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3. Get used to doing business fast ‘ 4. Read. For the love of god, read. 5. Hire locally 6. Pack Yourself! You need to meet with local partners, customers and make time for meetings with local media. 7. Ask for help, guidance and introductions 8. Be open-minded to new approaches and new ideas Make Friends with Founders, Investors, Journalists, Wannapreneurs, Coworking Space Heads, the Cleaning Ladies and everyone in between! 9. Friday, November 1, 13
  43. 43. CROSSING THE POND 43 10 TIPS FOR CEOS 1. Ask yourself: The What, When and Why. 2. Identify competitive or similar companies that have failed and succeeded before in your target market and make sure you have a deep understanding of WHY. 3. Get used to doing business fast ‘ 4. Read. For the love of god, read. 5. Hire locally 6. Pack Yourself! You need to meet with local partners, customers and make time for meetings with local media. 7. Ask for help, guidance and introductions 8. Be open-minded to new approaches and new ideas 9.Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between 10. Start now Friday, November 1, 13
  44. 44. CROSSING THE POND 44 Thank you! Q&A Courtney@audience.io @CBM Friday, November 1, 13
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