Berkeley-Columbia Executive MBA Program (Steve Blank)
Upcoming SlideShare
Loading in...5
×
 

Berkeley-Columbia Executive MBA Program (Steve Blank)

on

  • 12,580 views

Slides from guest lecture in Steve Blank's course in the Berkeley-Columbia Executive MBA Program.

Slides from guest lecture in Steve Blank's course in the Berkeley-Columbia Executive MBA Program.

Statistics

Views

Total Views
12,580
Views on SlideShare
9,813
Embed Views
2,767

Actions

Likes
56
Downloads
444
Comments
1

28 Embeds 2,767

http://startup-marketing.com 2223
http://www.startup-marketing.com 201
http://www.linkedin.com 74
http://www.sharpio.com 51
https://www.linkedin.com 46
http://blog.betklub.fr 39
http://www.slideshare.net 28
http://bimeanalytics.com 26
http://bimehq.com 21
http://marginalrisk.blogspot.com 10
http://blog.bimeanalytics.com 8
http://benbook.posterous.com 5
http://thesocialbet.typepad.com 5
http://blog.betklub.com 5
http://startupnotes.tumblr.com 4
http://translate.googleusercontent.com 3
http://dev.startup-marketing.com 3
http://feeds.feedburner.com 2
http://static.slidesharecdn.com 2
http://umea.ee 2
http://feeds2.feedburner.com 2
http://startupherald.com 1
http://www.google.com 1
file:// 1
http://wildfire.gigya.com 1
http://test.bimeanalytics.com 1
applewebdata://BD8C0286-128C-4690-9F37-C2A29703E830 1
http://209.85.229.132 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Berkeley-Columbia Executive MBA Program (Steve Blank) Berkeley-Columbia Executive MBA Program (Steve Blank) Presentation Transcript

  • Customer Development
    Sean Ellis
    Berkeley-Columbia Executive MBA Program (Steve Blank)
    October 16, 2009
  • Startup Risk & Upside = Customers
    Traction is tough
    Acquiring at scale even tougher
    Where do you start?
    Hundreds of things you “could do”
    Most early marketing effort wasted
    2
    startup-marketing.com
  • Road to IPOs: What Really Mattered?
    Apply engineering to marketing
    Focus on right metrics & optimize
    Understand users and use cases
    Early execution is most critical
    3
    startup-marketing.com
  • My Key Focus Now Critical Zone
    Critical
    Zone
    IPOs
    Growth Stage
    Then light advising in growth stage
    4
    startup-marketing.com
  • Customer Development Sequence
    5
    startup-marketing.com
  • Growth Starts with Right Product
    6
    startup-marketing.com
  • What is Product/Market Fit?
    People want/need your product
    And they represent large enough market
    Differentiated from alternatives
    Users will pay for your product
    Or you are advertising supported
    7
    startup-marketing.com
  • “Life of any startup can be divided into two parts -before P/M fit and after P/M fit”
    Marc Andreessen
    Founder Netscape, Opsware, Ning
    8
    startup-marketing.com
  • PayPal’s Quest for P/M Fit
    $200K seed funding - cryptography
    “No one really needed it” Max Levchin
    $4.5M VC funding - PDA payments
    People preferred web demo (100X users)
    $1.5B sale to eBay – web payments
    9
    startup-marketing.com
  • Survey Your Product/Market Fit
    Free template at Survey.io
    10
    startup-marketing.com
  • Key Product/Market Fit Question
    “How would you feel if you could no longer use Product?”
    11
    startup-marketing.com
  • Transition to Growth
    12
    startup-marketing.com
  • Transition to Growth
    Track/report right metrics
    Positioning (based on perceived value)
    Start recruiting head of marketing
    Viable economics (business model)
    Scalable growth strategy
    13
    startup-marketing.com
  • Hiring/Managing VP Marketing
    Hire marketer with founder DNA
    CEO & VP Marketing form partnership
    CEO shouldn’t abdicate startup’s fate
    Goal = Scalable, profitable channels
    Insist on perfect execution
    14
    startup-marketing.com
  • Optimize Before Growing
    Landing pages
    Funnel (acquisition through transaction)
    12%
    13%
    8%

    15
    startup-marketing.com
  • Scalable Growth Now Possible
    17
    startup-marketing.com
  • Test from Free to Paid Channels
    18
    startup-marketing.com
  • Driving/Managing Growth
    Budget to maximize positive ROI spend
    19
    startup-marketing.com
  • Improve Lifetime Value
    Customer retention is critical
    Cross/up sell additional products
    This expands profitable channels
    20
    startup-marketing.com
  • Complete Startup Pyramid
    Growth
    Optimize
    Economics
    Positioning
    Product/Market Fit
    Twitter: @seanellis
    Blog: startup-marketing.com