The down and dirty way to build your company without venture money

"The down and dirty way to build your company" Phil Hill - 11/17/2009

Introduction

Phil Hill short bio (full bio philhill.net )

Built Netzip and exited - powered downloading of products like Netscape Navigator (acquired by RealNetworks).

Co-Founded Vocalocity : #1 for cloud based phone systems for micro-enterprises

Currently - go-to-market strategy for OpenStudy.com . Peer to peer study platform for students

Chairman, Soccer in the Streets.org - life skills for at-risk city kids.

Purpose of talk

Practical stories for building a start-up on the cheap, without VC investment.

Spot the error… Good Guerrilla marketing BUT No phone number

Questions Text 36441 and your question to 99503 Example: I want to ask “when’s lunch?” I would text “ 366441 When’s lunch? ” to the following number - 99503 Or tweet @poll 36441 and your message

The Toilet Brush Rules ‘Know when it’s time to move (on)’ Text “36441 { and your question }” to 99503

Road to the tech world Speed dating for refrigeration salesman If you don’t know something then find someone who does - partners work Don’t do something that doesn’t make sense!

Follow the 5 P’s of Marketing Yum Price Promotion Product Place (distr) People

Create a marketing plan

1 day exercise [see philhill.net ]

1 to 2 each for the P’s

Define your category and shout it to the world

Be #1 in downloading

Ignore your competition, they’ll distract you

Decide on a home run ===>

Know Your Strategies Text “36441 { and your question }” to 99503

Set Your Home Run

Picasso: “Good artists copy; great artists steal”

TS Elliot: “Immature poets imitate; mature poets steal”

Text “36441 { and your question }” to 99503

Make Up Your Own Rules

Set your strategy - Get bundled in Explorer or Netscape = 20m eyeballs @ $100 each = beach

Zero cash up front No deal with marketing We’re small Sign deal in 6 months Landscape $5m cash pay-to-play Deal with marketing Dept Must be big company Our rules

People, People, People Your employees are your business; it’s like a marriage

Some marriages will never work, no matter how talented the newly weds And some defy the odds…

Align your values & go with your gut

Cultural fit huge

Groom the intelligent - party store manager

Use the ‘engagement’ period - first 30 days

Be open with your employees - they’ll take it

Motivate and reward; it’s not always $$$ (try an A-Fund)

You’ll get wrong: you’ll get it right

Getting Married Text “36441 { and your question }” to 99503

Be Guerrilla

Rely on time, energy and imagination rather than a big marketing budget

This one... Not this one...

Examples

Low cost press coverage

Netscape press release with a picture of Governor of New York.

‘ Home made’ YouTube videos for use with customers

http://bit.ly/sPxUD

Quick customer referrals

Send out a Flip camera with return SAE

Text “36441 { and your question }” to 99503

Add the 6th P = Participation Engage your customers

6th P = Participation

Some ways to engage your customers without costing the world

Uservoice.com or GetSatisfaction.com Get on location feedback - pollanywhere.com Set up a Customer Advisory Council Text “36441 { and your question }” to 99503

Consultants Yea or Nay?