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Bryan Starbuck's Customer Acquisition methodology for Startups

This is Bryan Starbuck's Customer Acquisition methodology for Startups.

This is a solid plan to do customer acquisition for B2B and B2C startups. It works very well, even before a marketing team has been acquired. It is perfect to grow traction and grow a company to profitability.

The video is here: https://youtu.be/0EEsZcUVCUU

Sign-up to the Google Group here: https://groups.google.com/d/forum/bryan-starbucks-customer-acquisition-methodology

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Bryan Starbuck's Customer Acquisition methodology for Startups

  1. 1. Bryan Starbuck Bryan@WhiteHatEngineering.com WhiteHatEngineering.com Bryan Starbuck’s Customer Acquisition Methodology Talk given on Oct 29th at:
  2. 2. Video of this talk Watch the video of this talk Much of the content is in the talking over the slides https://www.youtube.com/watch?v=0EEsZcUVCUU
  3. 3. About me
  4. 4. Bryan’s background TalentSpring • Co-Founder & CEO • Machine Learning B2B Enterprise SaaS company • Acquired in 2010 SPARKON • Co-Founder & CEO • B2C EdTech • Closed in 2013 2015 on, I’m working with other business founders
  5. 5. I’m searching for: Business Founder with an idea Technical Founder Brings an engineering team
  6. 6. I’m searching for: Business Founder with an idea Technical Founder Brings an engineering team I bring in 3 more software engineers. And we build out the company aggressively
  7. 7. THE GOALs of this Customer Acquisition Strategy Bryan Starbuck’s Customer Acquisition Methodology
  8. 8. Goals
  9. 9. Goals 1) Single clear strategy for customer acquisition 2) Acquire to your website 3) Educate and drive them to buy 4) Management control health, growth & costs
  10. 10. Management Spreadsheet Input Variables This is from my planning spreadsheet OUTPUT Plan
  11. 11. Chapter 1 Pick a startup to advise Bryan Starbuck’s Customer Acquisition Methodology
  12. 12. Pick a startup #1 Personal Trainer to customer matching You will advise them on what Customer Acquisition strategy to use #2 Go Pro Camera #4 Yoga Studio owners#3 B2B SaaS to Huge Companies
  13. 13. Chapter 2 Understanding the online marketing terrain Bryan Starbuck’s Customer Acquisition Methodology
  14. 14. Target buyer Link Sites Reddit Hacker news TechMeme Google News Inbound.org Publisher X Publishers YouTube Blogger XYZ GamaSutra SlideShare AdWeek Home page Your company’s marketing website Learn about your product Other Curriculum Pages Content Unit ABC Page Create Account Monetization Terrain of marketing Link Sites 4.5 million in /r/Fitness
  15. 15. Publishers Perfect to your target buyer Terrain of marketing Target buyer Reddit Link Sites Hacker news TechMeme Google News Inbound.org Publisher X Publishers YouTube Blogger XYZ GamaSutra SlideShare AdWeek Home page Your company’s marketing website Learn about your product Other Curriculum Pages Content Unit ABC Page Create Account Monetization
  16. 16. Your company’s page Terrain of marketing Target buyer Reddit Link Sites Hacker news TechMeme Google News Inbound.org Publisher X Publishers YouTube Blogger XYZ GamaSutra SlideShare AdWeek Home page Your company’s marketing website Learn about your product Other Curriculum Pages Content Unit ABC Page Create Account Monetization Students touring Harvard campus Paragraph number ONE. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Paragraph number TWO. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Paragraph number THREE. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla.
  17. 17. Chapter 3 Creating a CONTENT UNIT Bryan Starbuck’s Customer Acquisition Methodology
  18. 18. Students touring Harvard campus Paragraph number ONE. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Paragraph number TWO. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Paragraph number THREE. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Understand the UNIT SEO targetted title Video 3 to 5 paragraphs Sidebar of peer articles
  19. 19. Interview Experts GOAL: Get expert to give their big insights on the industry. Focus interview around those insights, and the supporting points. Insight in Interview Supporting points of insights ~1 to 3 minute per video • One insight per video • Plus supporting points • One interview can generate 2 to 5 articles w/videos
  20. 20. Chapter 4 Why Content Units Bryan Starbuck’s Customer Acquisition Methodology
  21. 21. You must make them BELIEVE The startup CEO’s job is to tell the STORY and make people BELIEVE First they UNDERSTAND Then they TRUST Then they OPEN UP TO BUYING Content with insights earns your way to external places where your target buyers live. Video tells the story.
  22. 22. Channels SOURCE: Dave McClure
  23. 23. Why it works Content is the ONLY way to earn your way to external channel Build a CONTENT UNIT once. It goes out many channels. Month after month That brings your target customers into your funnel When they saw your video, they jump down the funnel, because they are educated
  24. 24. YouTube
  25. 25. YouTube
  26. 26. Chapter 5 Insights dominate all Bryan Starbuck’s Customer Acquisition Methodology
  27. 27. What TRUMPS Quality does NOT TRUMP. INSIGHTS plus QUANTITY plus BASE-LINE-QUALITY are what TRUMP.
  28. 28. YouTube Interviews of Yuga Studio owners
  29. 29. Chapter 6 Creating CONTENT UNITs at scale Bryan Starbuck’s Customer Acquisition Methodology
  30. 30. Linked-In for interviews User Linked in to find experts for your target buyer 1) Email 400 people 2) Fill your schedule with interviews
  31. 31. Large quantity of Content Units Treat ONE (1) “Content Marketer” As having a goal of produce 4 Content Units per day The goal is QUANTITY Quality equals including insight, not production quality Jan Feb Mar April May June July Aug Sept OctCreated 4 Per day s Created 80 per month
  32. 32. Burn rate to decide to hire Is your monthly burn rate over $30k/mo? (Includes founders lack-of-salary) If NO: Founders could do the marketing themselves early on. If you actually have time to do it. If YES: Then you should probably hire our kind of Content Marketer
  33. 33. Hiring someone Have the bonus be a key part WITH Bonus $40k / year (equals $20/hr) WITHOUT Bonus $22k / year (equals $11/hr) Bonus is made or not once a month. When the average was 3 articles/day (and later 4/day). Later also requires decent traffic levels from articles. $3,360 / mo $1,848 / mo
  34. 34. Large quantity of Content Units LARGE QUANTITY equals An important marketing asset Jan Feb Mar April May June July Aug Sept Oct Created 80 per month s Created 6,720 After 2 years When hiring another marketing person every 5 months (for growth)
  35. 35. Chapter 7 Create a movement Bryan Starbuck’s Customer Acquisition Methodology
  36. 36. Movements “Inbound Marketing” “Flipped Classroom” “No Software” “Lean Startups”
  37. 37. Chapter 8 Curriculum of Content Bryan Starbuck’s Customer Acquisition Methodology
  38. 38. Curriculum on KhanAcademy What is a curriculum? See Khan Academy topics within an area. Example: For a startup marketing to personal trainers: • Increasing your salary • Marketing for Personal trainers • Using social media to get clients • Pricing for person trainers
  39. 39. What is the goal? You WIN by: 1) They read the next article 2) Or they sign-up WHY IT WORKS: They sign up, if you have earned their trust and they value you by now. Otherwise, they keep reading IF they are your TARGET CUSTOMER and your content contains INSIGHTS. Students touring Harvard campus Paragraph number ONE. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Paragraph number TWO. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. Blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla blabla bla. CREATE ACCOUNT
  40. 40. Chapter 9 Idea Backlog Bryan Starbuck’s Customer Acquisition Methodology
  41. 41. Build a BACKLOG of IDEAS Put great ideas in the queue, for future articles. Backlog Queue of Ideas For your industry: 1) Funny 2) Conflicts & fights 3) Great insights
  42. 42. Chapter 10 Earn your way to publishers and link sites Bryan Starbuck’s Customer Acquisition Methodology
  43. 43. Reddit Some of your content units will be AMAZING. Submit them to the correct sub-reddits. Reddit’s /r/Fitness has 4.5 million subscribers!! The only way to earn your way there, is content that connects to your target buyer. Sooner or later, one of your content units will meet their criteria of “interesting”
  44. 44. Chapter 11 Spreadsheets modeling growth Bryan Starbuck’s Customer Acquisition Methodology
  45. 45. Moz Whiteboard Friday Moz Average video views: 3,896Target customers who watch your videos, have a powerful ratio to turn into paying customers Higher end: 10,000 to 14,000 WHY: 1) Now they trust you 2) They fully understand you 3) You are now credible 4) They generate strong advocates 5) High ratio of video views to convert to paying customers
  46. 46. Metrics for ONE Month Jan Feb Mar April May June July Aug Sept OctVideo Views 250 Each averages s New videos 80 per month Video Views 20,000 Total / mo Converstion n% to revenue x Customer Acquisition by new videos that month (1 employee) IMPORTANT POINT: Videos educate users, and their conversion ratios will be far higher (than ads or a one page view)
  47. 47. Metrics over time Jan Feb Mar April May June July Aug Sept OctMonthly Views 20,000 Generated in one month s 12Months of videos Video Views 240,000 Total / mo Revenue $n per month x Customer Acquisition as the months build up
  48. 48. Management Spreadsheet I have a planning spreadsheet For the Starbuck Customer Acquisition Methodology http://SignUp.StarbuckCustomerAcquisition.com
  49. 49. Management Spreadsheet Input Variables This is from my planning spreadsheet
  50. 50. Management Spreadsheet OUTPUT Plan
  51. 51. Contract Bryan Business Founder with an idea Technical Founder Brings an engineering team A business founder looking for a technical co-founder or software engineers should reach out to me. Bryan@WhiteHatEngineering.com
  52. 52. Chapter 12 We meet twice monthly Bryan Starbuck’s Customer Acquisition Methodology
  53. 53. Bryan Starbuck Bryan@WhiteHatEngineering.com Starbuck’s Customer Acquisition Methodology Rand @ Moz is the King and pioneer He does it in his FRIDAY WHITEBOARD VIDEOs. Watch the focus on insights. START-UPS, Sign up now: Grow customer acquisition by learning more, and watching other startups make this succeed http://SignUp.StarbuckCustomerAcquisition.com
  54. 54. Backup slides Bryan Starbuck’s Customer Acquisition Methodology
  55. 55. Contract Bryan Business Founder with an idea Technical Founder Brings an engineering team A business founder looking for a technical co-founder or software engineers should reach out to me. Bryan@WhiteHatEngineering.com I act as Technical co-founder and I bring in 3 full time software engineers. I focus on building out the company with very little money.
  56. 56. THE END Bryan Starbuck Bryan@WhiteHatEngineering.com

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This is Bryan Starbuck's Customer Acquisition methodology for Startups. This is a solid plan to do customer acquisition for B2B and B2C startups. It works very well, even before a marketing team has been acquired. It is perfect to grow traction and grow a company to profitability. The video is here: https://youtu.be/0EEsZcUVCUU Sign-up to the Google Group here: https://groups.google.com/d/forum/bryan-starbucks-customer-acquisition-methodology

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