Sean Ellis StartupDay 2011 Speech

783 views

Published on

Startup Market

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
783
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
25
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • 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

    1. 1. Startup Marketing<br />Sean Ellis<br />September 17th, 2011<br />Founder & CEO of CatchFree<br />Blog: Startup-Marketing.com<br />Twitter: @SeanEllis<br />
    2. 2. 2<br />?<br />
    3. 3. 3<br />Agenda<br />Marketing success requirements<br />GTM steps by startup type<br />Driving sustainable growth<br />
    4. 4. Common Conditions of Marketing Success?<br />4<br />
    5. 5. 5<br />Passionate users….<br /> that spread the word<br />
    6. 6. How?<br />6<br />
    7. 7. 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 />
    8. 8. 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 />
    9. 9. What matters/when (GTM)?<br />
    10. 10. Go to market depends on business type…<br />Normal startup<br />Network-effect startup<br />Freemium startup<br />10<br />
    11. 11. Normal Startup<br />11<br />
    12. 12. 12<br />Key Transition Projects<br />Understand- core value perceived<br />Positioning- based on value<br />Optimize conversions- LP & funnel<br />Right metrics- to focus resources<br />Viable economics-business model<br />
    13. 13. Normal Startup<br />13<br />
    14. 14. Network Effect<br />14<br />Optimize on the fly…<br />
    15. 15. Freemium Growth<br />Can be normal or network effect, but…<br /> requires evangelist driven growth<br />15<br />
    16. 16. The Freemium Growth Loop<br />16<br />Reinvest<br />Premium Upgrade<br />Seed a<br />Free User<br />Get word-of-mouth free users<br />
    17. 17. Driving Growth<br />Repeatable, scalable, positive ROI<br />Multipliers (sharing, virality)<br />Emerging channels/testing<br />Reach receptive prospect<br />17<br />
    18. 18. Demand Harvesting First<br />SEM<br />SEO<br />Directories<br />App stores<br />CatchFree – for freemium <br />18<br />
    19. 19. Demand Creation Last (Context)<br />Facebook ads<br />Display/banners<br />Radio<br />PR<br />19<br />
    20. 20. Sean Ellis, Founder & CEO<br />CatchFree.com<br />Blog: Startup-Marketing.com<br />Twitter: @SeanEllis<br />

    ×