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Marketing for Startups - Crafting Your Story


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It is imperative to craft an engaging, impactful and resonant story upon which to base your customer experience and brand. Today, the brand and audience are entwined, with the audience acting as consumer, medium and creator. The story lives through them. This presentation outlines how to determine your 'why?', define the problem that you're solving for, develop a value proposition, and devise a content strategy to express your story in the new "age of context".

Published in: Business, News & Politics

Marketing for Startups - Crafting Your Story

  1. @WebbJS © John Webb 2013John WebbMarketing for Startups:Crafting Your Story© John Webb 2013
  2. @WebbJS © John Webb 2013“Great stories happen to thosewho can tell them.”Ira Glass
  3. @WebbJS © John Webb 2013Determine YourWHYDefine ThePROBLEMBuild YourPROPOSITIONCreate YourCONTENT
  4. @WebbJS © John Webb 2013DETERMINE YOUR WHY“Let him who would move the worldfirst move himself.”Socrates
  5. @WebbJS © John Webb 2013WHYHOWWHATSimon Sinek: Start With WhyTraditional, product-led marketingOUTSIDE - IN
  6. @WebbJS © John Webb 2013Innovators / Early Adopters engage with beliefs firstWHYHOWWHATINSIDE - OUTSimon Sinek: Start With Why
  7. @WebbJS © John Webb 2013WhatCompaq 1996IBM 1997WhyApple 1997
  8. @WebbJS © John Webb 2013Rockstar)Games)When your WHY is seen as a“Noble Cause” people will follow
  9. @WebbJS © John Webb 2013Getting to your WHY?CulturalContextAudienceInsightsBusinessMissionBrandValuesWHYEXTERNALINTERNAL
  10. @WebbJS © John Webb 2013KeepgoingbacktofirstprinciplesWhy?Why?Why? Why?Why?Why?Why?Why?Why?Why?(Image: Shutterstock)
  11. @WebbJS © John Webb 2013To make tools for the mind that advance humankind.To organize the world’s information and make it universally accessibleand useful.To give people the power to share and make the world more openand connected.To provide the best customer service possible.A world in which every single human being can freely share in the sumof all knowledgeTransforming how products are built and launchedTo make it easy for people to do themselves some good (whilst makingit taste nice too)Where people can come to find and discover anything they mightwant to buy online
  12. @WebbJS © John Webb 2013DEFINE THE PROBLEM“If I had one hour to save the world, I wouldspend fifty-five minutes defining the problem,and only five minutes finding the solution.”Albert Einstein
  13. @WebbJS © John Webb 2013Whoareyousolvingfor?(Image: Shutterstock)
  14. @WebbJS © John Webb 2013Problems worth solving for are usually for youWhat problems doyou understanduniquely well?
  16. @WebbJS © John Webb 2013What’s the nature of the problem?UTILITY(Need to complete a task)GRATIFICATION(Need to gain emotionalsatisfaction or pleasure)IDENTITY(Need for expressionor recognition)RESPONSIBILITY(Need to be accountable)
  17. @WebbJS © John Webb 2013Customer Intertia• Cost / effort• Satisfaction with existing solution• Apathy• Lack of awareness or comprehension• Perceived risk(Image: Shutterstock)
  18. @WebbJS © John Webb 2013• Cost• Time• Effort• Attention• Reputation• Risk• Satisfaction• Enjoyment• Time• Achievement• Socialrecognition• Revenue• Reputation• Competitiveadvantage• Security(Image: Shutterstock)
  19. @WebbJS © John Webb 2013BIGProblems=BIGOpportunitiesPick aBIGFIGHT
  20. @WebbJS © John Webb 2013Qualifying the problem• Is it addressing a real and valid pain point?• Is it a problem that lots of people have?• Is this a discrete group that you can delimit and effectively target?• Can you reach and serve these people?• Are these people willing or likely to spend money to solve thisproblem?• Is the problem likely to remain or even grow over time (on auniversal level)? Is the market sustainable?• Could someone else easily solve this problem? Is it a defendablespace?• Is it easy to articulate what the problem is and how you can solve it?
  21. @WebbJS © John Webb 2013Startup ideas fall into 2 groupsNEW-MARKETDISRUPTIONLOW-ENDDISRUPTIONClay Christensen: The Innovator’s Dilemma
  22. @WebbJS © John Webb 2013• Don’t disrupt for disruptions sake• Look at real-world contexts• Consider the ecosystem as a whole, not justyour slice• Products and technology do not disrupt,business models do• See different problems(Image: Shutterstock)
  23. @WebbJS © John Webb 2013BUILD YOUR PROPOSITION“The meaning of a proposition is themethod of its verification.”Moritz Schlick
  24. @WebbJS © John Webb 2013ANSWERAUDIENCE – Who are you solving for? Target AudienceNEED – What need are you fulfilling / problem are you solving?SOLUTION – What’s your elegant solution to this need / problem? Whatare you providing to the customer? What value are you adding?WHY IS IT BETTER? – Than what the customer is currently doing / using?How do you differentiate versus the competition?EVIDENCE – How are you credible? Why should customers and partnersbelieve you?REDUCE IT DOWN – To first principles and express in it’s basest form. Keepit simple and succinct
  25. @WebbJS © John Webb 2013Reduce It DownAudienceNeedSolutionWhy is it better?EvidenceTheValue PropositionFramework
  26. @WebbJS © John Webb 2013Does yourbusiness modelsupport thevalue proposition?(Image: Shutterstock)
  27. @WebbJS © John Webb 2013CREATE YOUR CONTENT“Traditional marketing talks at people.Content marketing talks with them.”Doug Kessler
  28. @WebbJS © John Webb 2013Content is the raw material of storiesBringing it to life…storytelling(Image: Shutterstock)
  29. @WebbJS © John Webb 2013CONTENTPull People In
  30. @WebbJS © John Webb 2013The Content Deluge(Image: Shutterstock)
  31. @WebbJS © John Webb 2013Where’s your audience gone?(Image: Shutterstock)
  32. @WebbJS © John Webb 2013(Image: Shutterstock)
  33. @WebbJS © John Webb 2013Standing outtakes time,energy, focus& perseverance“The instrument that I never learned how toplay was my fans. You know, they are the partof the story that nobody teaches you. I justwant to do the right thing; I want to be avoice with them, among them.”Lady Gaga
  34. @WebbJS © John Webb 2013High quality content, make it…• Problem-solving• Unique• Shareable• Compelling• Topical
  35. @WebbJS © John Webb 2013CONTENTPull People InBe Relevant & CompellingCONTEXT
  36. @WebbJS © John Webb 2013CONTEXT is being redefinedSocial Data Location DataHuman “API” DataSensor Data
  37. @WebbJS © John Webb 2013CONTENTPull People InBe Relevant & CompellingCONTEXTMASS Personalisation
  38. @WebbJS © John Webb 2013SegmentsofONE(Image: Shutterstock)
  39. @WebbJS © John Webb 2013Crafting Your Story Checklist Determine your WHY? by going back to first principles Define the problem you are solving for Build your Value Proposition and ensure that your BusinessModel is aligned Create a Content Strategy focusing on ‘quality’, shareablematerial that adds value for your audience Understand how the context of that content is beingredefined for your audience, and look to create ‘Segments ofOne’ in its delivery
  40. @WebbJS © John Webb 2013John WebbStartups Lead @