Growth Hacker's Guide: Building Early Advocates
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Growth Hacker's Guide: Building Early Advocates

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Start ups, you know that early adopters are not enough to establish a strong market presence anymore - you need something more. You need early advocates. Those who not only recognize the value in your ...

Start ups, you know that early adopters are not enough to establish a strong market presence anymore - you need something more. You need early advocates. Those who not only recognize the value in your company, but tell others about it as well. Find out more inside.

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    Growth Hacker's Guide: Building Early Advocates Growth Hacker's Guide: Building Early Advocates Presentation Transcript

    • BuildingEarlyAdoptersAdvocates
    • The Big IdeaEarly adopters havelong been entrenchedin startup culture.They aren’t enoughtoday.Instead, entrepreneursneed to cultivateearly advocates.
    • First… let’s review theconcept of an Early Adopter
    • Published in1991
    • “Still the bible forentrepreneurialmarketing 15years later[in 2006]”Tom Byers,Stanford TechnologyVentures Program    
    • The ChasmThe mainstreammarket doesn’tlisten to earlyadopters
    • Establish a BeachheadTo cross the chasm…  
    • DELIVER A “Whole Product”
    • Pass The Elevator TestHey buddy…Wanna buy somesoftware?
    • What is an early adopter?
    • I’ll scratch your back. You scratch mine.Early Adopters Get…•  Attention•  Special pricing•  Amazing support•  Hand-holding•  Custom features•  Show-off statusEntrepreneurs Get…•  Revenue•  Real-world testing•  Use cases•  Product input•  Go-to-market feedback•  Endorsement
    • Early Adopters Get…•  Attention•  Special pricing•  Amazing support•  Hand-holding•  Custom features•  Show-off statusEntrepreneurs Get…•  Revenue•  Real-world testing•  Use cases•  Product input•  Go-to-market feedback•  EndorsementLet’s talk about this last oneI’ll scratch your back. You scratch mine.
    • Early endorsement is much moreimportant today than it was in 1991.
    • THENEarly adoptersvalidatedusefulnessNOWEarly advocatesvalidate virality
    • Ray: You know, its just occurred to me – we really havent had acompletely successful test of this equipment.Peter: Why worry? Each of us is wearing an unlicensed nuclear acceleratoron his back.Today’s Elevator Test
    • An EarlyAdvocate is aSpecial Kindof EarlyAdopter
    • 3Three things that makeadvocates different fromadopters…
    • Adopters wantto be “unique”Advocates wantto be “first”
    • Adopters want todiscover somethinginherently valuable.Advocates want tobrag about whatthey discovered.
    • Adopters liketo tinkerAdvocates wantto show off
    • The Biggest Difference IsWhat You AIM ForAdopters validate“good-enough”Advocates fall in LOVEwith “greatness”
    • Early adopters aregreat for opinions.That is why you needto focus on yourearly advocates.But they are lousyfor growth.
    • SomeExamples
    • 10 Early Adopters1 was an advocate9 were notEnterpriseAnti-malwareSoftware
    • The TestTry different ways ofregistering people for trials.Analyze by industry.Found by cold-calling.Didn’t network or share.Adopted, but gave up.Found through inbound.Shared with internal communities.MobileSurveys forBusiness
    • “ DataMovementSoftware1.  Web / mobile developers2.  Cloud service providers3.  Real-time analytics4.  Data warehouses5.  Application performance monitoring6.  Telecom provisioning7.  Node.js developersThe TestHere’s our idea.Would you like tolearn more – andcan you bring acolleague?Data Warehouses
    • The key takeaway
    • Get Early Advocates.They Love You AndLet Everyone know.Growth.Hacked.Thank You!Brian  Gladstein  @explorics  bg@explorics.com