DIY Marketing, Branding and Digital for Cash-Poor Startups

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Don't want to spend $700 of your hard-earned $5000 savings on marketing your new business? You shouldn't. Ever.

Here's how you can pitch your startup to paying customers in 30 secs, make your own logo in 5 mins, build your own web presence in <1><$10 month. The secret? Some Smarts, alot of Sweat and a whole lot of Hustle.

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DIY Marketing, Branding and Digital for Cash-Poor Startups

  1. 1. 23 March @ DEFY VENTURES WORKSHOPDIY Marketing,Branding & Digitalfor Startups • “Time is Money”: Describe your biz to customers < 30 secs - Maritza Reveron • “Your 1st Logo”: Get smart about logos, and get it done < 5 mins - Pebble • “Get your business online yourself in 60 mins” - Vijay R • “You can market your own Startup from $10/mth. Year round” - @SulinLau
  2. 2. Describe your product/service to customers in < 30 secsImpossible?
  3. 3. Elevator Pitch
  4. 4. What can you do in 30
  5. 5. Showtime for your business
  6. 6. “So, Robin…what do you do?”• Your elevator pitch is: – A short summary of your service, product, or company and how it adds value to customers – A useful tool for communicating core information quickly – A tool that will hopefully lead to a longer conversation with potential clients down the road
  7. 7. 7 Tips for Developing Your EP• Have a goal• Know your audience• Focus on what you actually do• Tell a brief story• Throw in a couple numbers• Make sure you have a hook (Value Prop)• Be conversational
  8. 8. Startup Logo in Under 5 minsImpossible?
  9. 9. Thinking smartabout startup logosThese are the ONLY things you need toremember - listen up!
  10. 10. Web Presence in an hourBuilding web presence in an hour for less than $100 Impossible?
  11. 11. Really? Just one hour?Probably like 2 to 3 hours, but 1 hour sounds good for the title :)
  12. 12. Really? Just 100$?Yes, Really !!
  13. 13. Lets get startedTotal Cost so far : $0
  14. 14. Ingredients for a basic website• Domain Name• Logo / Tag Line• Design• Content (Text)• Images and Videos• Contact Information
  15. 15. Domain NamePhysical Address:12345 King StreetBrooklynNew YorkOnline Address:http://www.joespizza.com
  16. 16. Where to buy a domain name?• Namecheap• Gandi• Name• Go Daddy :(
  17. 17. Total so far $11
  18. 18. Domain name tips• short• easy to remember• indicative of your business• .com instead of .org, .net, .us etc• Whoisguard subscription
  19. 19. Ways to build a website• Hire a agency• Hire a freelancer• Hire a high school kid• Build an about.me page• Do It Yourself, using website builders
  20. 20. Website builders• About.me (good start, might not be enough)• Weebly• Wix• Strikingly• Squarespaceetc
  21. 21. Strategy?Get started with About.me - very quick and easyBUTUse weebly (or wix or squarespace) to build a multi page website
  22. 22. Tips for efficient design• Decide number of pages• Decide what goes into each page• Make the pages short, simple and easy to read• Write the outline of the website on paper before starting to build it
  23. 23. "Assembling" a website
  24. 24. Editing a weebly page
  25. 25. How much did we spend?For one year:Domain Name - $11About.me - $0Weebly.com - 4.08 * 12 = ~49 Total : $60
  26. 26. Next Steps• Poke around wix, weebly etc• Pick one• Buy a domain name• Make an "About.me" page• Make a complete website Need help? Were here :)
  27. 27. Think about ...• Email Marketing (Mailchimp, SendGrid etc)• Tracking (Google Analytics etc)• Social Media (Twitter, Facebook etc)• Coupons (Groupon, Living Social etc)• Memberships for your customers
  28. 28. Marketing Your Startup for Next to Nothing Impossible?
  29. 29. ....Which kind ofentrepreneur are you? the kind with more cash, less time/sweat the kind with less cash, but more hustle
  30. 30. 2009-2012$57mil p.a.A&P budget
  31. 31. 2009-2012 2013$57mil p.a. $14.95 forA&P budget 4 months (200 namecards)
  32. 32. How?
  33. 33. Paid + Owned + Earned
  34. 34. Paid + Owned + Earned(in $$ cash) (Not “Free”, just paid for in Hustle & Heart)
  35. 35. Paid + Owned + Earned Paid Owned EarnedBig Company Startup 0 25 50 75 100
  36. 36. Paid + Owned + Earned• Namecards (B/w @ $5)• Print Flyers $15• Location-specific biz: Small ads/classifieds• Very niche/specialized: Google Adwords $30-50/mth• Web $0-10 month
  37. 37. Paid + Owned + Earned THINK: What ‘Marketing + Media Assets’ do you already own? • Your own friends and family, and their connections • Your knowledge/expertise/experience in your head - just needs to be written down, documented • Website • Your physical space and/or location - walls, windows, counters, toilets • Your products (their packaging, receipts, bill statements, sizing tags, stickers) • Your happy customers • Your future employees • Your everyday comms: emails and letters and envelopes • Your vehicles (and your friends’ ad families’!) • You! (your apron, cap, notebook, wristband, even your famous catchphrases)
  38. 38. Paid + Owned + Earned THINK: Which areas can you out-sweat, out-perform others? • Video/Music - YouTube • Long-form Writing/Blogging • Short form Writing - Tweets, Tumblr • Pictures/Visual design/style - instagram, Pinterest Basically, whatever • Humour/Comedy/Acting • Public Speaking it is you do well, • Proving logically/ proving efficacy • Networking/ Connecting in big rooms make something • Networking/ Connecting online shareable and ask • 121 persuasion/selling • Story-telling help to share it • Getting people to do favours for you • In-depth/specialist area knowledge and experience - slideshare • Local area/community contacts no one else has - googlegroups • Making customers say nice things about you - Youtube • .... or have friends that will gladly help you out for free
  39. 39. e-flyers +piggyback media- free!
  40. 40. Piggyback media??I ASK people i meet to piggyback on their networks and connections and fans• people who belong to large, relevant Google groups (invite me or post for me)• Personal networks (write me an intro or allow me to say “Shana dressler recommended we speak”)• Mailing lists/ Newsletters (help me blast this out)• Association/Club Member lists (help me blast this out)• Large facebook following >1000 (share this link or share this photo or share this blog)• Twitter following >1000 (retweet me)• Active Message or Bulletin boards (help me post or allow me to post)• Events / Panels / Conferences / Meetups (let me plug, help introduce me to so and so)• Board or Roundtable meetings (let me plug, help introduce me to so and so)• Business Plan Competition (let me observe or judge)• Those scheduled to speak to small biz financing (include 2 slides from me about Kiva Zip)
  41. 41. Invade events your customers are likely to attend.
  42. 42. Business Cards
  43. 43. so... based on a list ouryour business concepts....
  44. 44. Marketing for startups is only 1% cash, 9% luck, 90% sweat. The more stuff you put out, the more people you ask to piggyback, the more “sweat” you put into good content,the more attention you put into tagging content well. ....the luckier you will get.
  45. 45. If you’ve got questions:Sulin.lau@fellows.kiva.org
  46. 46. Thank You& Questions

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