Techstars- finding the right customer and leveraging your network

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T.A. McCann's talk to startup entrepreneurs at Techstars Seattle about how to leverage your network and tools to get early influencers and customers.

T.A. McCann's talk to startup entrepreneurs at Techstars Seattle about how to leverage your network and tools to get early influencers and customers.

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Transcript

  • 1. T.A. McCann – create something great
  • 2. Soft Labour
    HelpShare
    Microsoft
    Polaris
    MOD Systems
    Jump2go
    Vulcan
    Gist
    Lessons learned…
  • 3. #Fail!
  • 4. 4
    #WIN!
  • 5.
  • 6. VS.
    Vision, Visualize, Plan, Operate
  • 7. Our next big idea…
    7
  • 8. A valuable target customer
    Business professional
    Places high value of relationships (>8/10)
    Has significant % of relationships outside company
    Uses technology to gain information advantage
    Trained to pay monthly service fees
    Blackberry/iPhone
    Salesforce.com
    LinkedIn Pro
    Zoom Info/Hoovers
    Roles include (execs, sales, recruiter, biz dev, VC, PR, journalists, lawyers…)
    Influencer of others on small teams
    Often fits in GTD category as well
    Technical, early but not bleeding edge adopter
    9/17/10
    8
    confidential
  • 9. The facets of your customer – who are they from every angle
    Survey Monkey can help you think, capture and scale
    Spend your currency (alpha, beta, connections…) to get valuable feedback
    Reward the people who engage with social currency
    FOG (friends of Gist) – every Wednesday night for 18 months
    9
  • 10. Kevin Spidel
    "I am the Managing Director of an international PR firm and am very active on the social web. Gist allows me to cut through the noise and manage my contacts directly. I am able to monitor what matters... the relationship."
    Managing Director
    Patriot Strategies
    http://patriotstrategies.com
    Washington, DC, USA
    5300 contacts, 1279 companies
    Gist user since 11/03/09 – has invited 34 users
  • 11. 11
  • 12. Coverage
    “..we expect sales personnel to flock to Gist, since the output provides a much richer portrait of contacts and companies than could be gleaned otherwise…supplying users with a ready excuse to stay in touch with customers and prospects.””
    - Gartner Group, Cool Vendors in the High Performance Workplace, 2009, Matt Cain
    “Gist, which we’ve already dubbed the power networker’s fantasy service for syncing social media data with email connections, has just launched their free iPhone app to tackle that challenge head on.”
    - Mashable, Gist Launches iPhone App for Power Networking On the Go
    “Gist already has a strong following among sales types because its algorithms can surface important contacts and flag folks they should be in touch with.”
    - ZDNet Between the Lines, The business-to-business of Gist, Larry Dignan
    “Gist works with Outlook and other email programs to keep users updated on news about contacts through social-network sites.”
    - Wall Street Journal, Updating Office on the Cheap, Nick Wingfield
  • 13. Marketing
    Find your connected, core user – engage early, often and deeply
    Listen to the influencers (reference, repost, re-use, retweet)
    Create your own compelling story (personal, product, plan)
    Surf the buzzword waves (e.g. “social CRM”)
    Be the brand
    Read
    Seth Godin
    Clay Shirky
    Chris Brogan
    13
  • 14. Find your influencers and connectors…
    14
    The social maven
    (Robert Scoble)
    The “new” analyst
    (Brent Leary)
    The passionate user
    (Eric Standlee)
  • 15. Listen to the conversation
  • 16. 9/17/10
    16
  • 17. How Gist Works…
  • 18. Profiles – everything I need in one place
  • 19. Profiles – everything I need in one place
  • 20. Inside Outlook – integrated with my workflow
    20
    9/17/10
  • 21. Inside Gmail…
    9/17/10
    21
  • 22. Mobile – smart, relevant information, on the go
    22
    9/17/10
  • 23. 23
  • 24. Set big goals
    Leverage your professional network
    Get connected to real customers
    Listen and learn
    Fail fast and iterate on product AND customers
    Persist
    Go make something great.