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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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  • Rational approach to customer acquisition for early-stage consumer companies.
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  • Startup success today becoming less mysterious
  • 40% to 100% proceed up pyramid
  • Transcript

    • 1. Startup Customer Development<br />Sean Ellis <br />Seedcamp 2009 (London)<br />Sept 22, 2009<br />
    • 2. #1 Startup Risk = Customers<br />Huge challenge to acquire & convert<br />Little useful guidance available<br />Hard to know where to start (hundreds of things you “could do”)<br />2<br />startup-marketing.com<br />
    • 3. What Really Mattered on Road to IPOs?<br />Understand users and use cases<br />Focus on right metrics & optimize<br />Apply engineering to marketing<br />Early execution is most critical<br />3<br />startup-marketing.com<br />
    • 4. Primary Focus Now Critical Zone<br />Critical<br />Zone<br />IPOs<br />Growth Stage<br />Then light advising in growth stage<br />4<br />startup-marketing.com<br />
    • 5. Customer Development Framework<br />5<br />startup-marketing.com<br />
    • 6. Growth Starts with the Product<br />6<br />startup-marketing.com<br />
    • 7. What is Product/Market Fit?<br />People want/need your product<br />And they represent large enough market<br />Differentiated from alternatives<br />Users will pay for your product<br />Or you are advertising supported<br />7<br />startup-marketing.com<br />
    • 8. “Life of any startup can be divided into two parts -before P/M fit and after P/M fit”<br />Marc Andreessen<br />Founder Netscape, Opsware, Ning<br />8<br />startup-marketing.com<br />
    • 9. PayPal’s Quest for P/M Fit<br />$200K seed funding - cryptography<br />“No one really needed it” Max Levchin<br />$4.5M VC funding - PDA payments<br />People preferred web demo (100X users)<br />$1.5B sale to eBay – web payments<br />9<br />startup-marketing.com<br />
    • 10. Survey Your Product/Market Fit<br />Free template at Survey.io<br />10<br />startup-marketing.com<br />
    • 11. Key Product/Market Fit Question<br />“How would you feel if you could no longer use Product?”<br />11<br />startup-marketing.com<br />
    • 12. Transition to Growth<br />12<br />startup-marketing.com<br />
    • 13. Transition to Growth<br />Track/report right metrics<br />Positioning (based on perceived value)<br />Viable economics (business model)<br />13<br />startup-marketing.com<br />
    • 14. Optimize Before Growing<br />Landing pages<br />Funnel (acquisition through transaction)<br />12%<br />13%<br />8%<br />…<br />14<br />startup-marketing.com<br />
    • 15. Scalable Growth Now Possible<br />15<br />startup-marketing.com<br />
    • 16. Test from Free to Paid Channels<br />16<br />startup-marketing.com<br />
    • 17. Driving/Managing Growth<br />Budget to maximize positive ROI spend<br />17<br />startup-marketing.com<br />
    • 18. Improve Lifetime Value<br />Customer retention is critical<br />Cross/up sell additional products<br />This expands profitable channels<br />18<br />startup-marketing.com<br />
    • 19. Complete Startup Pyramid<br />Growth<br />Optimize<br />Economics<br />Positioning<br />Product/Market Fit<br />Twitter: @seanellis<br />Blog: startup-marketing.com<br />

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