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

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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.

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    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