5 simple tips to get your(digital consumer) startup marketing   heading in the right direction             Todd Kurie     ...
About RedMart       o Launched Nov ‘11       o Growth in 17 of 18 months       o Jan ‘13: $3M ann. revenue       o Raised ...
The challenge of startup marketingLearn as quickly and cheaply as possible about:your customers, what they like and don’t ...
The challenge of startup marketingLearn as quickly and cheaply as possible about:your customers, what they like and don’t ...
Tip #1 – observe your customers                o Take a quick look at whatever                information you get from eve...
Tip #1 – observe your customers                o There are a lot of free or low                cost, easy-to-implement too...
Tip #2 – listen to your customerso Customer support emails are not just for the support team –everyone on the management t...
Tip #2 – listen to your customers                 o Users will gladly tell you what                 they like and don’t li...
Tip #3 – use the right marketing channels                     o There is a big difference                     between mark...
Tip #3 – use the right marketing channelsChannel           Low Cost to Test     Easy to     Highly         Easy to Scale  ...
Tip #4 – start tracking lifetime value now$ Revenue                                                                       ...
Tip #5 – Know what growth is “just right”                        o Grow too little, and your                        invest...
Tip #5 – Know what growth is “just right”Maxtarget                   o You should prioritize your         Facebook Post   ...
Thanks!          Echelon Singapore Satellite
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Echelon singapore event preso todd kurie red mart

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Echelon singapore event preso todd kurie red mart

  1. 1. 5 simple tips to get your(digital consumer) startup marketing heading in the right direction Todd Kurie VP Marketing RedMart
  2. 2. About RedMart o Launched Nov ‘11 o Growth in 17 of 18 months o Jan ‘13: $3M ann. revenue o Raised $4M raised to date Echelon Singapore Satellite
  3. 3. The challenge of startup marketingLearn as quickly and cheaply as possible about:your customers, what they like and don’t like aboutyour service, the most effective ways to reachthem, and the costas fast as possible the Grow of acquiring them andlifetime revenue you will likely generate, and THENgrow as fast as it makes sense Echelon Singapore Satellite
  4. 4. The challenge of startup marketingLearn as quickly and cheaply as possible about:your customers, what they like and don’t like aboutyour service, the most effective ways to reachthem, and the cost of acquiring them and theresulting revenue you will likely earn, and THENgrow as fast as it makes sense Echelon Singapore Satellite
  5. 5. Tip #1 – observe your customers o Take a quick look at whatever information you get from every user who registers – even just names can reveal a lot of information about your audience. And if your site has search, look at that too. Echelon Singapore Satellite
  6. 6. Tip #1 – observe your customers o There are a lot of free or low cost, easy-to-implement tools for tracking how users interact with you service. Install these and start monitoring on day 1. Echelon Singapore Satellite
  7. 7. Tip #2 – listen to your customerso Customer support emails are not just for the support team –everyone on the management team should receive them (andread them) – it is the single best way to know what pain pointsyour users are experiencing Echelon Singapore Satellite
  8. 8. Tip #2 – listen to your customers o Users will gladly tell you what they like and don’t like about your service, if you ask them (and especially if you give them a small incentive as well). Survey your users are least once a quarter. At RedMart, we get a 10% response rate to our surveys – more than enough respondents to understand what they think about us. Echelon Singapore Satellite
  9. 9. Tip #3 – use the right marketing channels o There is a big difference between marketing you can do, and marketing you should do. It is critical for a startup to initially focus on marketing channels that are a) low cost to test, b) easy to implement, c) able to track results, and d) are readily scalable. Thus at RedMart, our channel priorities are as follows… Echelon Singapore Satellite
  10. 10. Tip #3 – use the right marketing channelsChannel Low Cost to Test Easy to Highly Easy to Scale Implement TrackableGoogleAdwordsFacebook CPC/Promo PostsOnline displaynetworksPrint & OtherOfflineOut of Home(SMRT, etc)Stuff your CEOwants you to do Echelon Singapore Satellite
  11. 11. Tip #4 – start tracking lifetime value now$ Revenue +$ --------------------Cost Per Account---------------------------------------------------------------------- -$ Today Time o If your revenue is dependent upon ongoing user transactions/ interactions, then you should have your version of the above chart built already – and if you don’t, google “CLV > CPA” now! Echelon Singapore Satellite
  12. 12. Tip #5 – Know what growth is “just right” o Grow too little, and your investors will be unhappy. But grow too much, your service may break down and you risk making your Just right! users unhappy – and if your business is dependent on ongoing activity this could be a killer. Know what the ‘just right’ amount of growth is and aim for that. Echelon Singapore Satellite
  13. 13. Tip #5 – Know what growth is “just right”Maxtarget o You should prioritize your Facebook Post marketing channels and understand the degree to which Facebook CPC you can “dial” them up or down in order to hit an amount of Adwords activity (visits, transactions, etc)Mintarget Customer in between your Min/Max EDMs target range. At RedMart, we closely manage our EDMs, Organic Adwords, and Facebook activity to try to hit within the range. Echelon Singapore Satellite
  14. 14. Thanks! Echelon Singapore Satellite

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