Launching A New Product         @chrisyeh          PBworks   AskTheHarvardMBA.com
15 years of startup marketing
People think marketing is this
Press is an effect, not a cause
Marketing = An effective story
Who are you telling?
What are you telling them?
Why should they believe you?
The Hiten Shah Secret
Market before you build product
Develop key relationships
Slowly build overnight success                   “Timing, perseverance,                   and ten years of trying         ...
Concrete next steps1.   Identify the key issues your startup touches2.   Become part of the conversation3.   Cultivate the...
Launching a new product - Beyond TechCrunch!!!
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Launching a new product - Beyond TechCrunch!!!

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Launching a new product - Beyond TechCrunch!!! By Chris Yeh at SVPMA Monthly Event January 2011

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Launching a new product - Beyond TechCrunch!!!

  1. 1. Launching A New Product @chrisyeh PBworks AskTheHarvardMBA.com
  2. 2. 15 years of startup marketing
  3. 3. People think marketing is this
  4. 4. Press is an effect, not a cause
  5. 5. Marketing = An effective story
  6. 6. Who are you telling?
  7. 7. What are you telling them?
  8. 8. Why should they believe you?
  9. 9. The Hiten Shah Secret
  10. 10. Market before you build product
  11. 11. Develop key relationships
  12. 12. Slowly build overnight success “Timing, perseverance, and ten years of trying will eventually make you look like an overnight success.” --Biz Stone (Twitter founded in 2006)
  13. 13. Concrete next steps1. Identify the key issues your startup touches2. Become part of the conversation3. Cultivate the influencers (follows & replies)4. Produce (or borrow) compelling content5. Build a need in the marketplace6. Launch a product that fills that need7. Print out TechCrunch headline for your mom
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