Marketing Strategy for EntrepreneursErin LimanProduct StrategistInnovation is Social@liman
A BWhat is Strategy?
Unknown AttentionEngagementConversionRaving FanA BThe Goal:
A BLearn What Works -- QuicklyCuriosity.Offering,Watching, Listening and Iterating
Features vs. Benefits vs. Results
We survived.
FeatureThis car has 6 side-impact bags.BenefitAir bags provide protection from impact.Result“We survived what should have b...
We survived.Feature: Has 6 side-impact airbagshttp://www.zerotohundred.com/wp-content/uploads/2012/12/KIA-Optima-K5-141-6-...
Benefit: Keeps your family safe.eurocarnews.com
Results:We survived.
FeatureThis car has 6 side-impact bags.BenefitAir bags provide protection from impact.Result“We survived what should have b...
EMOTION ENGAGES
4PARTSTO MAP OUT EARLY
1WHO’S YOURCUSTOMER?
1KNOWYOURCUSTOMERhomestay4studentsmontreal.blogspot.com
IT	  SHOULD	  FEELUNCOMFORTABLY	  NARROW	  1KNOWYOURCUSTOMER
The	  OXO	  StoryOXO Good Grips: “Tools you hold on to”
2WHAT’S THEPOINT OFVIEW?
REFRAME2DEFINE A POINT OFVIEW
Morning,
 boys,
 how’s
 the
 water?2DEFINE A POINT OFVIEW
what
 the
 !@##
 is
 water?2DEFINE A POINT OFVIEW
3WHAT RESULTS AREDELIVERED?
elawspotlight.wordpress.com -3THINK IN TERMS OF RESULTS
4WHAT’S THE STORY THATTRIGGERS EMOTION?
4ENGAGE EMOTIONS USING THE POWER OF STORYwww.thewatchersnetwork.complay the video: http://goo.gl/TJ6Qr
www-inst.eecs.berkeley.edu 
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Overview of Marketing Strategy presented to Blue Tech and other start-ups at nestGSV on June 5, 2013

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Marketing strategyslideshare

  1. 1. Marketing Strategy for EntrepreneursErin LimanProduct StrategistInnovation is Social@liman
  2. 2. A BWhat is Strategy?
  3. 3. Unknown AttentionEngagementConversionRaving FanA BThe Goal:
  4. 4. A BLearn What Works -- QuicklyCuriosity.Offering,Watching, Listening and Iterating
  5. 5. Features vs. Benefits vs. Results
  6. 6. We survived.
  7. 7. FeatureThis car has 6 side-impact bags.BenefitAir bags provide protection from impact.Result“We survived what should have been a fatalaccident.”
  8. 8. We survived.Feature: Has 6 side-impact airbagshttp://www.zerotohundred.com/wp-content/uploads/2012/12/KIA-Optima-K5-141-6-Airbags.jpg
  9. 9. Benefit: Keeps your family safe.eurocarnews.com
  10. 10. Results:We survived.
  11. 11. FeatureThis car has 6 side-impact bags.BenefitAir bags provide protection from impact.Result“We survived what should have been a fatalaccident.”
  12. 12. EMOTION ENGAGES
  13. 13. 4PARTSTO MAP OUT EARLY
  14. 14. 1WHO’S YOURCUSTOMER?
  15. 15. 1KNOWYOURCUSTOMERhomestay4studentsmontreal.blogspot.com
  16. 16. IT  SHOULD  FEELUNCOMFORTABLY  NARROW  1KNOWYOURCUSTOMER
  17. 17. The  OXO  StoryOXO Good Grips: “Tools you hold on to”
  18. 18. 2WHAT’S THEPOINT OFVIEW?
  19. 19. REFRAME2DEFINE A POINT OFVIEW
  20. 20. Morning,
  21. 21.  boys,
  22. 22.  how’s
  23. 23.  the
  24. 24.  water?2DEFINE A POINT OFVIEW
  25. 25. what
  26. 26.  the
  27. 27.  !@##
  28. 28.  is
  29. 29.  water?2DEFINE A POINT OFVIEW
  30. 30. 3WHAT RESULTS AREDELIVERED?
  31. 31. elawspotlight.wordpress.com -3THINK IN TERMS OF RESULTS
  32. 32. 4WHAT’S THE STORY THATTRIGGERS EMOTION?
  33. 33. 4ENGAGE EMOTIONS USING THE POWER OF STORYwww.thewatchersnetwork.complay the video: http://goo.gl/TJ6Qr
  34. 34. www-inst.eecs.berkeley.edu 
  35. 35. Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painnew product categorykey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target market
  36. 36. Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painnew product categorykey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target market
  37. 37. Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painproduct categorykey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target market
  38. 38. Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painkey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target marketproduct category
  39. 39. Mad LibFor ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________solve a specific painkey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”three characteristics of your target marketproduct category
  40. 40. For ___________________________Who need to ____________________We offer _______________________That provides ____________________Unlike _________________________We have ________________________three characteristics of your target marketsolve a specific painkey breakthrough over current waycompetitorsdifferentiatoradapted from Geoffrey Moore,“Crossing the Chasm”product category
  41. 41. Marketing Strategy for EntrepreneursErin LimanProduct StrategistInnovation is Social@liman

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