Startup Marketing 101

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “Marketing is for companies who have sucky products. If you build something amazing… people will adopt it because it is amazing.” Fred Wilson Principal, Union Square Ventures

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED. real business race to scale proven opportunity shared vision the startup journey 7 SELLING THE DREAM DISCONTINUOUS CHANGE RIDING THE ROCKETCONVICTION VS. FLEXIBILITY passionate hypothesis

8 “If you can’t explain it simply, you don’t understand it well enough.” Albert Einstein

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… “…an intuitive but powerful approach that allows UML diagramming to be code- centric instead of model-centric by giving users an interactive exploratory visualization platform.” 9

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… “…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.” 10

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. elements of positioning •  target – actionable universe of buyers •  segment – key, predisposing attribute •  brand – a name you call yourself •  category – a competitive frame for the buyer •  distinction – what makes you unique •  proof – perceived evidence of truth

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. made-up examples •  For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering. •  For people around the world, Coca-Cola is the soft drink that is the real thing since 1886. •  For industrial manufacturers who are challenged to diﬀerentiate, BASF is the raw materials supplier that makes products better through engineering depth.

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. tell a story that sells “It’s far easier for us to remember stories than the cold hard facts because our brains make little distinction between an experience we are reading about and one that is actually happening.” Fast Company “Why Our Brains Crave Storytelling in Marketing” June 4, 2014

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. the original blurb “Actifio, the Protection and Availability Storage (PAS) platform company, pioneered the industry’s first storage system optimized for managing copies of production data, eliminating redundant silos of IT infrastructure and data management applications. By introducing virtualization into data management, Actifio delivers an application- centric, SLA-driven solution that decouples the management of data from storage, network and server infrastructure and reduces costs by 10X.” 24

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Today For businesses that depend on their data, Actiﬁo provides data management solutions that improve resiliency, agility, and cloud mobility by virtualizing copy data.

Three Strategic IT Priorities 26COPYRIGHT © 2014 ACTIFIO AGILITY Access data when and where you need it. RESILIENCY Better data protection and availability. CLOUD Enable transition to distributed IT infrastructure model.

One Underlying Problem 27 AGILITY CLOUD RESILIENCY BINDING APPLICATION DATA TO SILOED PHYSICAL INFRASTRUCTURE BC/DR COMPLIANCE ANAYTICS DEV & TEST Physical IT BACKUP Virtual IT COPYRIGHT © 2014 ACTIFIO

Copy Data Virtualization Virtual Data Pipeline™ CAPTURE Data at block level, in native format, according to your SLA GOLDEN COPY OF PRODUCTION MANAGE A physical copy, moved once, and stored anywhere USE Unlimited virtual copies for instant access and protection DATA PROTECTION BUSINESS CONTINUITY DATA MOBILITY DEV & TEST DATA INSIGHTS OTHER COPYRIGHT © 2014 ACTIFIO

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. covered so far •  startup marketing is ﬁnding the truth •  important to declare your hypothesis •  express it as a simple story •  tell it the same way everywhere •  iterate together toward a big idea

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED. real business race to scale proven opportunity shared vision product / market ﬁt 31 SELLING THE DREAM DISCONTINUOUS CHANGE RIDING THE ROCKETCONVICTION VS. FLEXIBILITY passionate hypothesis ✓ ✓

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. what is a brand? •  The world’s collective emotional response •  Envelope for your product’s rational beneﬁts •  Emotional value proposition, guides people toward or away from what you’re selling •  If you think it doesn’t matter, you don’t understand how people make decisions… 32

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. how we decide •  antonio damasio, neuroscientist •  studied seemingly normal people with a speciﬁc type of brain damage that made them unable to feel emotions. •  all had something peculiar in common: they couldn’t make decisions. 33

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. What start with “why” How Why“We make great computers. They’re beautiful and simple to use, because we think diﬀerent.” “We think diﬀerent. We make products beautiful and simple to use. We make great computers.” 37 Based on the work of Simon Sinek.

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “why” drives outcomes Samuel Pierpont Langley. Smithsonian Fellow. Orville & Wilbur Wright. Bicycle merchants. “We will change the world by enabling man to ﬂy.” 38

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 39 "If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea." Antoine de Saint-Exupery

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. •  We can liberate your data from the siloed infrastructure that keeps you from advancing your most urgent priorities. •  In the process we will liberate you, from the excess cost, complexity, and stress of managing cloud-scale application data on infrastructure designed for the client-server era. 42

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. COCKTAIL PITCH Actifio is copy data virtualization. ONE SIMPLE THING Freedom FUNCTIONAL BENEFITS •  Protect your applica>on data, so you can Access anything instantly •  Transform the economics of your IT infrastructure, or even your business •  Manage all of your application data through a single, simple UI EMOTIONAL BENEFITS •  Confidence… in your ability to recover from problems quickly •  Independence… from vendor lock-‐in driving complexity and storage spend •  Validation… of your foresight in embracing next generation technology early STORIES •  Data is the lifeblood of business. Infrastructure is just what you use to manage it. •  We developed a radically simple approach to managing copy data •  We capture data from production, manage it efficiently, and let you use it as you like PROOF •  Recover multi-‐terabyte data sets in seconds, mounting directly to production •  Actifio typically slashes TCO by 50%, and turns cash positive in 90 days •  Hundreds of enterprise class and CSP customers, in 22 countries around the world PERSONALITY Bold, Inspiring, Practical TAGLINE Radically Simple. 44

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. what to take away •  startup marketing is ﬁnding the truth •  important to declare your hypothesis •  express it as a simple story •  tell it the same way everywhere •  iterate together toward a big idea •  your brand is your emotional value prop •  lead with it, as soon as you can

thank you. @miketrap

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. elements of positioning •  target – actionable universe of buyers •  segment – key, predisposing attribute •  brand – a name you call yourself •  category – a competitive frame for the buyer •  distinction – what makes you unique •  proof – perceived evidence of truth

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