Acquiring customers for your startup	
By Maxine Manafy
About me	
In 2010, founded Bunndle – an ad
network for apps. 	
	
Formerly in business development,
manufacturing engineeri...
acquiring customers = traction	
Traction is important. It means you have customers. It means you
have a business. And it m...
Myths	
Build it and they will come… The right sales person can sell
anything… I just need to do a lot of advertising.
Sometimes it takes a little more…
Know your product	
What is the “nature” of your product? When do customers use it?
What is the context within which they w...
Know your customer	
Who are they? What type of customer? Where are they? How many
of them are there?
Know your channels	
How do your customers get your product? How many channels
exist? How does the channel work? Do I need ...
Let’s see how this works 	
in the 	
product development cycle…
WHAT IS THE PAIN
POINT?	
IDEA	
 BETA	
 LAUNCH	
 SCALE
DO I HAVE THE
RIGHT FEATURES?	
IDEA	
 BETA	
 LAUNCH	
 SCALE
HOW MUCH WILL
CUSTOMERS PAY
FOR MY CHICKEN?	
IDEA	
 BETA	
 LAUNCH	
 SCALE	
FIRST CUSTOMER.	
YOU MAY HAVE TO GIVE YOUR FIRS...
IDEA	
 BETA	
 LAUNCH	
HOW DO I GET MY
CHICKEN TO MY
CUSTOMERS?	
SCALE	
MANY CUSTOMERS.	
BUILD FOR DISTRIBUTION
IDEA	
 BETA	
 LAUNCH	
HOW DO I GET MY
CHICKEN TO MY
CUSTOMERS?	
SCALE	
MANY CUSTOMERS.	
BUILD FOR DISTRIBUTION	
FROM THE B...
Thinking about sales 	
before product development is complete	
can help get you customers faster….
The first customer	
The first customer may require that you give your product or service away for free.
Your product will ...
Traction	
Once you have the correct product features and have demonstrated that it worked for at
least one customer, you s...
A lot more customers…	
You are ready to scale and should be thinking about how you can get your
product to a lot of custom...
Build for distribution	
Keep in mind how you will sell your product, and what your vehicles for distribution are. Build th...
Build for distribution	
Examples of businesses: Clothes, food, mobile devices, cars	
For the product, think about: Quality...
Build for distribution	
Examples of businesses: Website, social site, web application, mobile apps	
For the product, think...
Build for distribution	
Examples of businesses: IT products, SMB, B2B	
For the product, think about: Building for easy int...
Build for distribution	
Examples of businesses: Law firms, PR firms, consultants, hair salon, restaurants	
For the product...
Final thought	
Know your product. Know your customers. Know your channels… And then you can hire
great sales people who kn...
Thank you	
	
Twitter: @mmanafy, @bunndle
Acquiring customers for your startup
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Acquiring customers for your startup

  1. 1. Acquiring customers for your startup By Maxine Manafy
  2. 2. About me In 2010, founded Bunndle – an ad network for apps. Formerly in business development, manufacturing engineering, but not a developer. My business is all about acquiring customers; distribution; monetization. It’s a pain point for every business. I live in it.
  3. 3. acquiring customers = traction Traction is important. It means you have customers. It means you have a business. And it means you can make money.
  4. 4. Myths Build it and they will come… The right sales person can sell anything… I just need to do a lot of advertising.
  5. 5. Sometimes it takes a little more…
  6. 6. Know your product What is the “nature” of your product? When do customers use it? What is the context within which they will use it? ?  
  7. 7. Know your customer Who are they? What type of customer? Where are they? How many of them are there?
  8. 8. Know your channels How do your customers get your product? How many channels exist? How does the channel work? Do I need to include requirements in my product to work in this channel?
  9. 9. Let’s see how this works in the product development cycle…
  10. 10. WHAT IS THE PAIN POINT? IDEA BETA LAUNCH SCALE
  11. 11. DO I HAVE THE RIGHT FEATURES? IDEA BETA LAUNCH SCALE
  12. 12. HOW MUCH WILL CUSTOMERS PAY FOR MY CHICKEN? IDEA BETA LAUNCH SCALE FIRST CUSTOMER. YOU MAY HAVE TO GIVE YOUR FIRST CHICKEN AWAY FOR FREE.
  13. 13. IDEA BETA LAUNCH HOW DO I GET MY CHICKEN TO MY CUSTOMERS? SCALE MANY CUSTOMERS. BUILD FOR DISTRIBUTION
  14. 14. IDEA BETA LAUNCH HOW DO I GET MY CHICKEN TO MY CUSTOMERS? SCALE MANY CUSTOMERS. BUILD FOR DISTRIBUTION FROM THE BEGINNING.
  15. 15. Thinking about sales before product development is complete can help get you customers faster….
  16. 16. The first customer The first customer may require that you give your product or service away for free. Your product will likely have bugs and incomplete features. At this point, you should be a great listener, focusing on getting customer requirements correct and building the relationship. FREE  CHICKEN!  
  17. 17. Traction Once you have the correct product features and have demonstrated that it worked for at least one customer, you should be able to duplicate the process. You have launched at this point but have low sales volume. Your goal now is “repeat sales”. You are still listening for customer requirements while getting to know your sales cycle. A few more customers…
  18. 18. A lot more customers… You are ready to scale and should be thinking about how you can get your product to a lot of customers quickly. Your product is working and you have prepared for the sales cycle.
  19. 19. Build for distribution Keep in mind how you will sell your product, and what your vehicles for distribution are. Build this into your product and sales cycle early. This will greatly increase the chances for you scaling your business quickly.
  20. 20. Build for distribution Examples of businesses: Clothes, food, mobile devices, cars For the product, think about: Quality, visual queues, packaging, unique features For the sale, think about: Guarantees, the product is easy to take home, price, brand, financing Brick & Mortar
  21. 21. Build for distribution Examples of businesses: Website, social site, web application, mobile apps For the product, think about: Simplicity, “one-click”, size, viral features, vitality features For the sale, think about: SEM, online portals, online stores, online distribution channels Online
  22. 22. Build for distribution Examples of businesses: IT products, SMB, B2B For the product, think about: Building for easy integration, low legal hassles, high switching costs For the sale, think about: A big rolodex, how to shorten the sales cycle, getting to the key decision maker Enterprise
  23. 23. Build for distribution Examples of businesses: Law firms, PR firms, consultants, hair salon, restaurants For the product, think about: customer service, reputation, high touch, brand For the sale, think about: Industry feeder sources, loyalty/referral rewards, a long-term relationship, a constant feedback loop Services
  24. 24. Final thought Know your product. Know your customers. Know your channels… And then you can hire great sales people who know how to get your product in front of the right customers.
  25. 25. Thank you Twitter: @mmanafy, @bunndle

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