Are you in an impossible marketing situation? Even the best growth hacker would fail over the long term in many situations. Recent study - premature scaling kills startups... How can we create the condition in which you would succeed?
Good news is that you may already be a must have. I’m sure many startups that fail, actually create a must have product, they just never uncover what it is. Engage users to find out…
That was my key focus for 2 years…. Experimenting on other people’s businesses to figure it out…
Ie - LogMeIn – experience doesn’t change if million others using it.
Ie -Facebook, Twitter, Ebay – hard at first, but eventually massive scale with very little marketing spending.
Authentic word of mouth critical for sustainable growth
WOM multiplier means you are buying cohorts of users.
Demand gen rarely cost-effective for freemium; higher the ARPU, more likely demand gen will work.
Sean Ellis StartupDay 2011 Speech
Startup Marketing<br />Sean Ellis<br />September 17th, 2011<br />Founder & CEO of CatchFree<br />Blog: Startup-Marketing.com<br />Twitter: @SeanEllis<br />
Become a “must have” for enough users*<br />Already a must have?<br />Who considers it a must have?<br />How are they using product?<br />Primary benefit of this use?<br />7<br />* Often referred to as “product/market fit”<br />
Orient business around benefit…<br />How do customers articulate?<br />Optimize entry pages (highlight key benefit)<br />Optimize funnel (reduce friction to benefit)<br />8<br />