Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)

Web 2.0 Startup Marketing Plan Planning for the Most Important Marketing Execution in the Life of Your Startup Sean Ellis Go To Market Advisor for Startups Email: sean (at) startup-marketing.com Blog: Startup-Marketing.com

This Plan Has Evolved Over 5 Startups Startup-Marketing.com And it’s a work in progress that will continue to evolve. Startup When My Role Description Stage Uproar 1996 - 2001 VP Marketing Leader Online Games NASDAQ IPO in 2000, Acquired by Vivendi Universal LogMeIn 2003 - 2008 VP Marketing Leader Remote PC Access Filed for NASDAQ IPO in Jan 2008 Xobni Jan 2008 - Current VP Marketing Interim, Advisor Leader Email Contact Profiles VC (A) – Khosla Ventures, FRC Eventbrite Aug 2008 - Current Go To Market Advisor Event management VC (A) – European Founders’ Fund Dropbox Sep 2008 - Current Go To Market Advisor Virtual Drive VC (seed) - Sequoia

Format is Like Most Marketing Plans 1) Situation Analysis: Discover Users & Metrics 3) Projections: Budget, Team, Sales 2) Marketing Strategy: Sync across company Startup-Marketing.com But early stage startups require more discovery and experimentation

Situation Analysis: Check Assumptions Discovery - Interview/survey prospects frequently to validate or refine assumptions. Startup-Marketing.com Solutions Comparison Problem Message That Motivates Target Users with $

Situation Analysis: Key Metrics ,[object Object],Lifetime Value Allowable Acq. Cost ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lifetime value must exceed acquisition cost Startup-Marketing.com

Strategy: Get Free Users Early ,[object Object],[object Object],[object Object],Acquiring users for free is definitely within the allowable acquisition cost Early user flow essential for discovery and optimization. Startup-Marketing.com

Strategy: Optimize Biz Economics Increase size and frequency of transactions 30% 8% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Startup-Marketing.com

Strategy: Now Start Testing Paid Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Test user acquisition channels most likely to have easy, positive ROI first (start with lowest hanging fruit ) Startup-Marketing.com

Strategy: Demand Creation Sequence ,[object Object],[object Object],Startup-Marketing.com Target Message New feature needed Begin targeting Market Segment 1 Message 1 N/A Start Oct 2008 Market Segment 2 Message 2 Feature 1 Start Feb 2009 Market Segment 3 Message 3 Feature 2 Start May 2009

Strategy: Dave’s Recommended Channels Dave McClure has some great slides on acquisition channels worth revisiting. Startup-Marketing.com

Dave’s Other Great Slide on Channels

Projections: Planning Budget ,[object Object],[object Object],[object Object],[object Object],But reserve at least 20% of budget for tests each month. Startup-Marketing.com

Projections: Budget For Max ROI Spend ,[object Object],[object Object],[object Object],During planning, agree with CEO on process for increasing budget and need for flexibility Startup-Marketing.com

Projections: Hire for Faster Testing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Don’t try to hire someone to “figure things out” Startup-Marketing.com

Projections: User/Sales Growth ,[object Object],[object Object],Predictable growth begins when 80% of budget focused on proven ROI campaigns Startup-Marketing.com

What to Take Away ,[object Object],[object Object],[object Object],[object Object],Sean Ellis Go To Market Advisor for Startups Email: sean (at) startup-marketing.com Startup-Marketing.com

Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)

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Creating & Implementing a Web 2.0 Marketing Plan (Sean Ellis, Startonomics SF 2008)