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Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
Startup Customer Development (Seedcamp, London)
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Startup Customer Development (Seedcamp, London)

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This is the first major update to my slides on Slideshare in almost a year. My thinking has evolved significantly after helping take an additional 8 startups to market.

This is the first major update to my slides on Slideshare in almost a year. My thinking has evolved significantly after helping take an additional 8 startups to market.

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  • Startup success today becoming less mysterious
  • 40% to 100% proceed up pyramid
  • Transcript

    • 1. Startup Customer Development
      Sean Ellis
      Seedcamp 2009 (London)
      Sept 22, 2009
    • 2. #1 Startup Risk = Customers
      Huge challenge to acquire & convert
      Little useful guidance available
      Hard to know where to start (hundreds of things you “could do”)
      2
      startup-marketing.com
    • 3. What Really Mattered on Road to IPOs?
      Understand users and use cases
      Focus on right metrics & optimize
      Apply engineering to marketing
      Early execution is most critical
      3
      startup-marketing.com
    • 4. Primary Focus Now Critical Zone
      Critical
      Zone
      IPOs
      Growth Stage
      Then light advising in growth stage
      4
      startup-marketing.com
    • 5. Customer Development Framework
      5
      startup-marketing.com
    • 6. Growth Starts with the 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)
      Viable economics (business model)
      13
      startup-marketing.com
    • 14. Optimize Before Growing
      Landing pages
      Funnel (acquisition through transaction)
      12%
      13%
      8%

      14
      startup-marketing.com
    • 15. Scalable Growth Now Possible
      15
      startup-marketing.com
    • 16. Test from Free to Paid Channels
      16
      startup-marketing.com
    • 17. Driving/Managing Growth
      Budget to maximize positive ROI spend
      17
      startup-marketing.com
    • 18. Improve Lifetime Value
      Customer retention is critical
      Cross/up sell additional products
      This expands profitable channels
      18
      startup-marketing.com
    • 19. Complete Startup Pyramid
      Growth
      Optimize
      Economics
      Positioning
      Product/Market Fit
      Twitter: @seanellis
      Blog: startup-marketing.com

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