0
STARTUP
MARKETING
IN A NUTSHELL
The Why, What,
How and When?
Marketing is important, right?
BUT – where do I start as a startup?
Dry Cleaner
Electrician
Every business is different
Food Flavour Ingredient
Examples of
business I have
met this yearWeddi...
4
No Silver Bullet
SO :-
5
Why?
What?
How?
When?
Who?
Marketing
Most pictures courtesy of morguefile.com
6
as in What are you hoping to achieve?
Why ‘do’ Marketing?
Understand
the Market
Deliver
Sales
Generate
Interest
Create
Awareness
Marketing can help you determine the focus for
your...
8
What ‘is’ Marketing?
9
Marketing is firstly about you (the
team/business) and your Customer
Problem/Solution Fit Product/ Market Fit Scale
How ...
10
Sustainable growth is when
new customers come from the
actions of previous customers
Eric Ries, The Lean Startup
ENGINE...
So, your Business & Customer profile
determines approach to
Marketing
ViralPaid Sticky
Cost of
acquiring
customers
paid fo...
As reflected in your BUSINESS MODEL
[NB: test each assumption]
ON BASIS THAT
Only when product/market fit has
been achieved should you allocate
significant expenditure to Marketing.
14
HOW … ?
Marketing Tools
HOW DO WE
GET
KEEP
and
GROW
CUSTOMERS?
Understand
the Market
Deliver
Sales
Generate
Interest
Create
Awareness
Refer back to Objectives of Marketing
Market Resear...
A ‘REMARKABLE’
PRODUCT SOLUTION
FEATURES
PACKAGING
CUSTOMER SERVICE
GUARENTEES
THE BUSINESS
CASE
BENEFITS
AVAILABILITY
[RO...
PRICING THAT WORKS
Highly
recommended
ABILITY TO GRAB ATTENTION
OF TARGET AUDIENCE
Promotional Mix
• Text Message
Marketing
• Special
promotions
• Point of Sale
• Sponsorship
• Website + SEO
• Blog
• Socia...
But, lots of ways to SPEND money?
TRICK – to know (learn) what works!
EXPERIMENT-MEASURE-LEARN
ideas
EXECUTE
campaign
MEASURE
data
LEARN
BE CREATIVE
Start with low
cost channels
and tactics
th...
FOCUS ON SMALL
NUMBER
OF MARKETING
ACTIONS AT A
TIME ….
If you do everything right in the early stages and you’re lucky,
s...
25
When … ?
Marketing Tactics
Marketing Action
Profile Market
Identify Ideal
Customer
Business Cards
Website | Email | Networking
Primary
Research
Proto...
27
Who?
No ‘Marketing’ department yet!
Use
Expert
Advisors
&
Mentors
Because Startups are in SEARCH mode
31
Pulling it All
Together
www.startuphughes.com/blog/one-page-
marketing
… by Donncha Hughes
Twitter: @donnchadhh
Business Advisor, Mentor & Trainer
Contact Details
• Marketing & Sales to include...
Startup marketing in a nutshell
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Startup marketing in a nutshell

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Startup Marketing in a nutshell answers the fundamental question as to where a startup must start with their marketing. Every business is different and there is no silver bullet but we can learn from experience to answer why we need to do marketing and what that entails.
The why, what, how and when references Lean Startup Engines of Growth, Ash Maurya's Three Stages of a Startup and the Business Model Canvas before detailing the marketing tools, tactics and outlook required for Startup Marketing Success. Includes link to download One Page Marketing Plan.

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Transcript of "Startup marketing in a nutshell"

  1. 1. STARTUP MARKETING IN A NUTSHELL The Why, What, How and When?
  2. 2. Marketing is important, right? BUT – where do I start as a startup?
  3. 3. Dry Cleaner Electrician Every business is different Food Flavour Ingredient Examples of business I have met this yearWedding Planner Swimming Instructor Flood Remediation Engineer Medical Organiser Diary Special Offers App Branded Football Boot Cloud Document Management Industrial Calibration Ergonomic Riding whip Self cleaning rainwater gutter Marketing Automation System Branded Iced Tea Events Organiser & Fundraiser
  4. 4. 4 No Silver Bullet SO :-
  5. 5. 5 Why? What? How? When? Who? Marketing Most pictures courtesy of morguefile.com
  6. 6. 6 as in What are you hoping to achieve? Why ‘do’ Marketing?
  7. 7. Understand the Market Deliver Sales Generate Interest Create Awareness Marketing can help you determine the focus for your business right now!
  8. 8. 8 What ‘is’ Marketing?
  9. 9. 9 Marketing is firstly about you (the team/business) and your Customer Problem/Solution Fit Product/ Market Fit Scale How do I accelerate growth? Problem worth solving? Source: Three Stages of a Startup, ‘Running Lean’ by Ash Maurya ‘Must Have’ Product
  10. 10. 10 Sustainable growth is when new customers come from the actions of previous customers Eric Ries, The Lean Startup ENGINES OF GROWTH
  11. 11. So, your Business & Customer profile determines approach to Marketing ViralPaid Sticky Cost of acquiring customers paid for out of revenue. when the rate of new customer acquisition exceeds the churn Growth happens as a consequence of customers using the product.
  12. 12. As reflected in your BUSINESS MODEL [NB: test each assumption]
  13. 13. ON BASIS THAT Only when product/market fit has been achieved should you allocate significant expenditure to Marketing.
  14. 14. 14 HOW … ? Marketing Tools
  15. 15. HOW DO WE GET KEEP and GROW CUSTOMERS?
  16. 16. Understand the Market Deliver Sales Generate Interest Create Awareness Refer back to Objectives of Marketing Market Research = Knowledge & Understanding Marketing Communication = Information, Buzz, Understanding, Assist with Decision Making Value Proposition = Help the Customer to Buy
  17. 17. A ‘REMARKABLE’ PRODUCT SOLUTION FEATURES PACKAGING CUSTOMER SERVICE GUARENTEES THE BUSINESS CASE BENEFITS AVAILABILITY [ROUTES TO MARKET] ….. Seth Godin BRILLIANT STAFF PROCESS
  18. 18. PRICING THAT WORKS
  19. 19. Highly recommended
  20. 20. ABILITY TO GRAB ATTENTION OF TARGET AUDIENCE
  21. 21. Promotional Mix • Text Message Marketing • Special promotions • Point of Sale • Sponsorship • Website + SEO • Blog • Social Media • Online advertising (SEM to include Landing Pages) • Business vehicle • Public Relations • White Papers • Events • Competitions & Awards • Advertising • Testimonials • Referrals • Channel Partners • QR Codes • Personnel Selling • Networking • Trade Shows • Business Cards • Compliment Slips • Brochures + flyers • Direct Mail • Videos • Packaging • Email Marketing
  22. 22. But, lots of ways to SPEND money? TRICK – to know (learn) what works!
  23. 23. EXPERIMENT-MEASURE-LEARN ideas EXECUTE campaign MEASURE data LEARN BE CREATIVE Start with low cost channels and tactics that worked for others then be BOLD! ….. thanks Eric!
  24. 24. FOCUS ON SMALL NUMBER OF MARKETING ACTIONS AT A TIME …. If you do everything right in the early stages and you’re lucky, startup marketing eventually just becomes marketing. Sean Ellis, Startup Marketing.com
  25. 25. 25 When … ? Marketing Tactics
  26. 26. Marketing Action Profile Market Identify Ideal Customer Business Cards Website | Email | Networking Primary Research Prototype(s) Launch | Branding | Brochures | Signage | Trade Shows | SEO / SEM | Social Media | White Papers / Testimonials | PR / Bloggers | CRM TRIAL & SIGN UP Repeat Customers Advertising | Partners / Support Assess Growth Options – New Markets/ Segments | Products | Business Models | Pricing | Staff/ Resources Start here
  27. 27. 27 Who?
  28. 28. No ‘Marketing’ department yet! Use Expert Advisors & Mentors
  29. 29. Because Startups are in SEARCH mode
  30. 30. 31 Pulling it All Together www.startuphughes.com/blog/one-page- marketing
  31. 31. … by Donncha Hughes Twitter: @donnchadhh Business Advisor, Mentor & Trainer Contact Details • Marketing & Sales to include Web Site Content, Event Management, PR, Events, + Market Research Websites: www.startupwebtraining.com and www.startuphughes.com • Business Plans, business planning, lean startup, financial projections + grant applications
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