9. MarketingGetting people to buy your product
Learnings from founding a Computer Vision StartupFlickr:laurapadgett                                           Product
Learnings from founding a Computer Vision StartupFlickr:spine                                   Price
Learnings from founding a Computer Vision StartupFlickr:loops                                                  Promotion
Learnings from founding a Computer Vision StartupFlickr:chany14                                               Place (Distr...
Learnings from founding a Computer Vision Startup                                                    The Marketing Mix (4P...
Learnings from founding a Computer Vision Startup                                                           Focus is on   ...
Promotion
Learnings from founding a Computer Vision Startup                                                    Some Promotion Option...
Learnings from founding a Computer Vision Startup                                                    Traditional media mig...
Promotion: Blogs
Learnings from founding a Computer Vision StartupFlickr:jdlasica                            Behind each blog are people
Learnings from founding a Computer Vision Startup                                                    Behind each blog are ...
Learnings from founding a Computer Vision Startup                                                      Ferris which blogs ...
Learnings from founding a Computer Vision Startup                                                           Blog yourself ...
Promotion: WOM
Learnings from founding a Computer Vision Startup                                                    Events               ...
Pricing
Learnings from founding a Computer Vision Startup                                                    Pricing              ...
Place: Platforms
Learnings from founding a Computer Vision Startup                                                    Place                ...
What is special about Vision?          In Terms of Marketing
Learnings from founding a Computer Vision Startup                                                    What’s special about ...
How we did it
Learnings from founding a Computer Vision Startup                                                    How we did it        ...
Learnings from founding a Computer Vision Startup                                                    How we did it        ...
Q&A
Learnings from founding a Computer Vision Startup                                                    Resources            ...
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CVPR2010: Learnings from founding a computer vision startup: Chapter 9: Marketing & sales: getting people to know and buy your products

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CVPR2010: Learnings from founding a computer vision startup: Chapter 9: Marketing & sales: getting people to know and buy your products

  1. 1. 9. MarketingGetting people to buy your product
  2. 2. Learnings from founding a Computer Vision StartupFlickr:laurapadgett Product
  3. 3. Learnings from founding a Computer Vision StartupFlickr:spine Price
  4. 4. Learnings from founding a Computer Vision StartupFlickr:loops Promotion
  5. 5. Learnings from founding a Computer Vision StartupFlickr:chany14 Place (Distribution)
  6. 6. Learnings from founding a Computer Vision Startup The Marketing Mix (4P) Product Already discussed in previous chapter Promotion TV? Newspapers? WOM? Blogs? What works. What doesn’t. Price Challenging (especially for software and on-line services) Place (assume mostly web-based) http://en.wikipedia.org/wiki/Marketing_mix
  7. 7. Learnings from founding a Computer Vision Startup Focus is on Not so much consumer on business in this talk customers Flickr:jamesjustin / dexxus
  8. 8. Promotion
  9. 9. Learnings from founding a Computer Vision Startup Some Promotion Options Online WOM Word of Mouth Blogs, Google Ads, Social Media, App Stores Print Media TV
  10. 10. Learnings from founding a Computer Vision Startup Traditional media might not be effective especially in the early stage Press Releases are Spam - ReWork Forget about the Wall Street Journal - ReWork http://en.wikipedia.org/wiki/File:Technology-Adoption-Lifecycle.png
  11. 11. Promotion: Blogs
  12. 12. Learnings from founding a Computer Vision StartupFlickr:jdlasica Behind each blog are people
  13. 13. Learnings from founding a Computer Vision Startup Behind each blog are people Try to connect to them. At events. By calling. By knocking on their door. Be personal. Don’t spam. Which blogs to target? Only the big ones? Most blogs have only one reader - the author Warning: Early adopters and tech blog readers might not be your customer group (e.g. women/shopping (like.com), art lovers (plink.com), kids, ...)
  14. 14. Learnings from founding a Computer Vision Startup Ferris which blogs Timothy Ferriss at LeWeb 2009 http://www.fourhourworkweek.com/blog/2009/12/13/how-to-create-a-global-phenomenon-for-less-than-10000/
  15. 15. Learnings from founding a Computer Vision Startup Blog yourself become an authorityFlickr: daklein
  16. 16. Promotion: WOM
  17. 17. Learnings from founding a Computer Vision Startup Events Meet early movers at events. Getting the first users can be hard work. But getting the right ones may pay off. Partners can also help promote. Talk to people on the bus ... If that’s not your strength hire somebody ...
  18. 18. Pricing
  19. 19. Learnings from founding a Computer Vision Startup Pricing One of the biggest challenges Especially for new products and digital services Free vs. “a price” (see business model chapter) Free! Why $0.00 Is the Future of Business http://www.wired.com/techbiz/it/magazine/16-03/ff_free Thoughts on pricing for software by Joel Spolsky http://www.joelonsoftware.com/articles/CamelsandRubberDuckies.html
  20. 20. Place: Platforms
  21. 21. Learnings from founding a Computer Vision Startup Place New distribution platforms on the web/mobile If you play those right you will be very successful These are really new ecosystems with incredible reach. Examples Facebook: the social graph as multiplier. Example: zynga (Farmville) The iPhone App Store: easy usage fuels distribution Still lots of learning to do how to play those platforms What are the success factors? What drives usage?
  22. 22. What is special about Vision? In Terms of Marketing
  23. 23. Learnings from founding a Computer Vision Startup What’s special about Vision Products may need explanation Products may fuel fears (face recognition) Customers may have no (or incorrect) expectations on performance B2C or B2B or both? Often, when there is traction in B2C, there is also traction in B2B (not vice versa) So maybe you have to generate some initial B2C traction yourself (huge task) Or a competitor does it for you.
  24. 24. How we did it
  25. 25. Learnings from founding a Computer Vision Startup How we did it Biggest effect: blogposts and print media TV appearances had nearly no effect (same experience as ReWork) Building network of personal contacts to bloggers E.g. just knocked at Michael Arrington’s door 2 years ago. Still building network. Geographic targeting as challenge. App store distribution really important First visual recognition app on the app store worldwide was kooaba
  26. 26. Learnings from founding a Computer Vision Startup How we did it Huge attention in press from time to time We contacted influential writers directly (traditional media & blogs) Generated discussions and attention but not users/traffic “Provoking” releases E.g. Recognizr (700k YouTube views, TV networks and press spinning stories) Through partner integration “Partner’s users are our users” Now: direct sales (licensing)
  27. 27. Q&A
  28. 28. Learnings from founding a Computer Vision Startup Resources Marketing Mix 4P http://en.wikipedia.org/wiki/Marketing_mix Technology Adaption Lifecycle http://en.wikipedia.org/wiki/File:Technology-Adoption-Lifecycle.png http://www.fourhourworkweek.com/blog/ Timothy Ferris: How to Create a Global 2009/12/13/how-to-create-a-global- Phenomenon for Less Than $10000 phenomenon-for-less-than-10000/
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