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©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
startup marketing
JANUARY 13, 2015
©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.
“Startups fail
because the dog
won’t eat the
dogfood.”
Jeff Schwartz
Principal, Bain Capital Ventures
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
depends how you define “marketing.”
and maybe “startup.”
4
does startup marketing matter?
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
“A startup is an organization formed to
search for a repeatable and scalable
business model.”
Steve Blank | @sgblank
5
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what	
  the	
  
market	
  wants	
  
to	
  buy.	
  
	
  
REALITY	
  
startup marketing
6
what	
  you	
  
think	
  you	
  are	
  
selling.	
  
	
  
PERCEPTION	
  
©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.
who wants…
“…an innovative, patent pending hand
hygiene solution to help hospitals
improve hand hygiene compliance.”
11
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
some people.
12
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wants…
•  maps that make code easier to
understand, work on, and improve.
•  ancient food for a better life today.
•  clean hands that save lives.
13
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
more people.
14
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
how people grok your idea
15
*
15
seconds
15
minutes
*
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
be flexible early
“mobile
marketing
management”
“mobile
media
management”
20062002
“mobile
messaging
management”
2004
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
BUT… you’re betting your livelihood on a value
proposition you believe is significant.
maybe you should write it down.
©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.
declare your hypothesis
for target who are segment,
brand provides the category with
distinction because of proof.
©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. 22
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Before
23
©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.
Copy	
  data	
  virtualization.	
  
What We Do
©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.
we decide emotionally
34
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
emotion comes first…
35
emotional
rational
Copyright	
  ©2012	
  ACTIFIO	
  
Simon Sinek
©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
Why	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  ?	
  
COPYRIGHT	
  ©	
  2014	
  ACTIFIO	
  
Is	
  there	
  an	
  emotional	
  value	
  prop	
  in	
  
copy	
  data	
  virtualization?	
  
40
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Copyright	
  ©2012	
  ACTIFIO	
  
How customers feel.
©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.
43
FREEDOM
©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.
Radically	
  Simple	
  
45
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Radically	
  Simple	
  
46
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Copyright	
  ©2012	
  ACTIFIO	
  
Radically	
  Simple	
  
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Free your data.
Radically Simple
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Virtualize your data.
Free yourself.
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
50
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
everywhere.
51
©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.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
Workshop.
54
©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
15 Minutes
55
Pair. Pitch. Switch.
©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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Startup Marketing 101

  • 1. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. startup marketing JANUARY 13, 2015
  • 2. ©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
  • 3. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “Startups fail because the dog won’t eat the dogfood.” Jeff Schwartz Principal, Bain Capital Ventures
  • 4. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. depends how you define “marketing.” and maybe “startup.” 4 does startup marketing matter?
  • 5. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. “A startup is an organization formed to search for a repeatable and scalable business model.” Steve Blank | @sgblank 5
  • 6. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. what  the   market  wants   to  buy.     REALITY   startup marketing 6 what  you   think  you  are   selling.     PERCEPTION  
  • 7. ©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. 8 “If  you  can’t  explain it simply, you don’t understand it well enough.” Albert Einstein  
  • 9. ©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
  • 10. ©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
  • 11. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… “…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.” 11
  • 12. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. some people. 12
  • 13. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. who wants… •  maps that make code easier to understand, work on, and improve. •  ancient food for a better life today. •  clean hands that save lives. 13
  • 14. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. more people. 14
  • 15. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. how people grok your idea 15 * 15 seconds 15 minutes *
  • 16. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. be flexible early “mobile marketing management” “mobile media management” 20062002 “mobile messaging management” 2004
  • 17. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. BUT… you’re betting your livelihood on a value proposition you believe is significant. maybe you should write it down.
  • 18. ©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
  • 19. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. declare your hypothesis for target who are segment, brand provides the category with distinction because of proof.
  • 20. ©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.
  • 21. ©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
  • 22. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 22
  • 23. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Before 23
  • 24. ©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
  • 25. ©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.
  • 26. 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.    
  • 27. 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  
  • 28. 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  
  • 29. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Copy  data  virtualization.   What We Do
  • 30. ©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
  • 31. ©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 ✓ ✓
  • 32. ©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
  • 33. ©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
  • 34. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. we decide emotionally 34
  • 35. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. emotion comes first… 35 emotional rational
  • 37. ©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.
  • 38. ©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
  • 39. ©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
  • 40. Why                                  ?   COPYRIGHT  ©  2014  ACTIFIO   Is  there  an  emotional  value  prop  in   copy  data  virtualization?   40
  • 41. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.Copyright  ©2012  ACTIFIO   How customers feel.
  • 42. ©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
  • 43. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 43 FREEDOM
  • 44. ©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
  • 45. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Radically  Simple   45
  • 46. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Radically  Simple   46
  • 47. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Copyright  ©2012  ACTIFIO   Radically  Simple  
  • 48. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Free your data. Radically Simple
  • 49. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. Virtualize your data. Free yourself.
  • 50. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 50
  • 51. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. everywhere. 51
  • 52. ©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
  • 54. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED. Workshop. 54
  • 55. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 15 Minutes 55 Pair. Pitch. Switch.
  • 56. ©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

Editor's Notes

  1. [I’d like to make the case for this version one more time.The way we use the original doesn’t make sense. We should either use men’s shoes and tell it in the first person (“Now I buy shoes when there’s a hole in the shoes I have…”), or use women’s shows and tell it in the third. I think the former is almost always more impactful. I also don’t think “Influencing” adds anything to the story, and that we should remove it in the spirit of paring back anything from a slide that isn’t absolutely necessary.]
  2. [Eliminating one of these, thought it was the weakest of the five. Should be 5, I think.]
  3. [EXPRESSION -> EXPERIENCE per Rob’s request.][Also recommend changing “RELEVANCE OF OFFERING” to “ALIGNMENT OF OFFERING.” Open to alternatives, but RELEVANCE clearly caused problems for some people.]
  4. We think a successful marketing program has to start with a stronger connection to the external realty. There are lots of ways to do this, obviously – quantitative, qualitative, studies, focus groups, panels, etc. Some of these might make sense for you, and some might not. But the good news is…
  5. [I cut the other emotion slide, just to pare this back a little. This one clearly gets the point across pretty well.]