Berkeley-Columbia Executive MBA Program (Steve Blank)

  • 9,731 views
Uploaded on

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.

More in: Business , Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
9,731
On Slideshare
0
From Embeds
0
Number of Embeds
6

Actions

Shares
Downloads
453
Comments
1
Likes
58

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Customer Development
    Sean Ellis
    Berkeley-Columbia Executive MBA Program (Steve Blank)
    October 16, 2009
  • 2. 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
  • 3. 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
  • 4. My Key Focus Now Critical Zone
    Critical
    Zone
    IPOs
    Growth Stage
    Then light advising in growth stage
    4
    startup-marketing.com
  • 5. Customer Development Sequence
    5
    startup-marketing.com
  • 6. Growth Starts with Right Product
    6
    startup-marketing.com
  • 7. 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
  • 8. “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
  • 9. 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
  • 10. Survey Your Product/Market Fit
    Free template at Survey.io
    10
    startup-marketing.com
  • 11. Key Product/Market Fit Question
    “How would you feel if you could no longer use Product?”
    11
    startup-marketing.com
  • 12. Transition to Growth
    12
    startup-marketing.com
  • 13. 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
  • 14. 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
  • 15. Optimize Before Growing
    Landing pages
    Funnel (acquisition through transaction)
    12%
    13%
    8%

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