Lean Marketing – Tore Rasmussen, Lean Startup Practitioner & Co-creator of Playing Lean
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Learn how to apply the Lean Startup principles including the approach to marketing and customer acquisition, both in theory and practice. This presentation covers customer throughput, lean branding and over-subscription – two different but related concepts.
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Lean Marketing – Tore Rasmussen, Lean Startup Practitioner & Co-creator of Playing Lean
- 1. Lean Marketing Theory & Practice by Tore Rasmussen
- 2. ★ Estimate throughput ★ Become oversubscribed ★ More targeted branding What you will learn
- 3. Positioning map + Brand storyboard + Positioning statement + Brand Personality Team + Differentiating strategy + Campaign + Overbooked + Lean Branding Oversubscribed Throughput
- 5. Business Model Traction Model How do we measure significant milestones?
- 7. Formulate your overall strategy
- 8. Create your 10x plan
- 10. Oversubscribed “People don’t buy what people sell, they buy why others want to buy.”
- 11. Build your team! ★ Key person of influence ★ Head of sales and marketing ★ Head of operations ★ Head of finance and logistics You’ll need a….
- 12. Key Person of Influence
- 13. Head of sales and marketing
- 14. Head of operations and product
- 15. Head of finance, logistic and reporting
- 16. 4 ways to differentiate ★ Innovation ○ Products ○ Systems ○ Brand ★ Relationship ○ Become more influential ○ Become better known ○ Long contracts ★ Convenience ○ Better distribution ○ Better market information ○ Automatisation ★ Price ○ Invest ○ Refine ○ Systemize
- 17. The five phases in a campaign: ★ Planning ★ Build-up ★ Release ★ Delivery ★ Innovate and celebrate
- 18. Launch when overbooked ★ 5 x strong interest, has paid the deposit ★ 10 x taught or entertained customers, customers have attended an event ★ 100 x mild interest, such as downloaded information
- 19. Success factors ★ 7 hour rule ★ Have a bigger market than we can serve and talk with them 11 times ★ Stage release ★ Unexpected delight
- 21. Lean Branding
- 22. Positioning map
- 24. Positioning statement Our product/service is for who . The is a that . Unlike our product . (target customer) (statement of the need or opportunity) (product name) (product category) (key benefit) (primary competitive alternative) (statement of primary differentiation)
- 25. Brand Personality ★ Hates ★ Loves ★ Favorite meal ★ Favorite drink ★ Favorite animal Write your brand personality!