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Creative Traction Methodology - For Early Stage Startups
How to build a mindset that gets a new product traction? 99% of all startups are forced to give up because they lack traction. As founders are thrilled and captivated to build a product that could change the world - the majority downright neglects to put equal efforts towards how to differentiate in taking the product to market. The difference between those who make it to get traction and the rest lies in the innovator’s mindset.
MVP AVAILABILITY START SALES &
MARKETING HOW TO DEVELOP INNOVATION LEAN DEVELOPMENT BETA RELEASE GA RELEASE GO-TO-MARKET 1. 2. 3. NO TIME NO MONEY NO POWER TO PROCEED SOME PROSPECTS PLAN TO GET VIRAL
CREATE A COMMUNITY ENGAGE AND
LEARN SPEAKING ENGAGEMENT TEST TRACTION CHANNELS 1. VALUE PROP VALIDATION LEAN DEVELOPMENT CTM
CREATE A COMMUNITY ENGAGE AND
LEARN SPEAKING ENGAGEMENT TEST TRACTION CHANNELS 1. 2. VALUE PROP VALIDATION PRE RELEASE VIDEO PREVIEW PRE-SIGNUP SHARE TO JOIN VIP EARLY ACCESS BETA RELEASE GA RELEASE LEAN DEVELOPMENT CTM
CREATE A COMMUNITY ENGAGE AND
LEARN SPEAKING ENGAGEMENT TEST TRACTION CHANNELS 1. 2. 3. VALUE PROP VALIDATION PRE RELEASE VIDEO PREVIEW PRE-SIGNUP SHARE TO JOIN VIP EARLY ACCESS LAUNCH VIRAL LOOP BRAND AMBASSADORS BETA RELEASE GA RELEASE GO-TO-MARKETLEAN DEVELOPMENT CTM
CREATIVE TRACTION METHODOLOGY 1. IDEA
RELEASE LIFE CYCLE ▸ development vs go-to-market must be 50%-50% efforts allocation ▸ Start before you are ready ▸ value prop validation (blogging - create community) ▸ pre-release (sign-up) ▸ launch #TAKEAWAY W CTM
CREATIVE TRACTION METHODOLOGY 2. RANSACK
TOOLS ▸ Tools imply new growth hacking strategies ▸ Discovery & creation of tools as an ongoing task ▸ Ignite creativity by leveraging the power of new methods ▸ Leverage the window of opportunity via new tools ▸ Hack campaigns by assembling multiple tools #TAKEAWAY W CTM
DO THINGS OTHER DON’T #brandExperience
‣ Make your swaaag profile visible on your other social media profiles ‣ Share swaaag content into your other social media profiles ‣ Swag multiple times a week to be an example for others. ‣ Regularly shout out to social followers of your other networks to join you on swaaag. ‣ Advocate swaaag within your everyday network, enchanting others to join. ‣ Invite contacts using the in app invite feature containing your custom invite link ‣ Make intros to people that might add value to the swaaag community
… but who puts skin
in the game? A D V I S O R S • reactive • hands-off C O N S U LTA N T S • in between jobs • not committed A G E N C I E S • Budget driven • Prefer established businesses E M P L O Y E E S • expensive • inflexible the current funding climate demands traction with low capital. Question is, who can help founders?
TRACTION KPI & purpose what
& why? 1 CREATIVE TRACTION METHODOLOGY 1 what is it you define as traction? what is the reason for that KPI to more relevant than others?
buyer persona customer call to
action who & what? 23 TRACTION quantity how much? 1 CREATIVE TRACTION METHODOLOGY Describe in details your enduser 3 What action needs the user to undertake? KPI & purpose what & why?
who & what? buyer persona
customer positioning lead call to actionvalue prop. why? 234 TRACTION quantity how much? 1 CREATIVE TRACTION METHODOLOGY What are the benefits for the target persona to take action now? 4 KPI & purpose what & why?
who & what? buyer persona
customer positioningtouchpoint visitor lead call to actionvalue prop.UI/UX why?where? 2345 TRACTION quantity how much? 1 CREATIVE TRACTION METHODOLOGY Where to sign up? 5 What experience has the user? KPI & purpose what & why?
who & what? buyer persona
customer positioningtouchpointtraction channels stranger visitor lead call to actionvalue prop.UI/UXpromote why?where?how? 3456 CREATIVE TRACTION METHODOLOGY Select different channels you’ll validate and use for the outreach 6 Where to find your target persona
who & what? buyer persona
customer positioningtouchpointtraction channels stranger visitor lead promoters call to actionvalue prop.UI/UXpromote why?where?how? 23456 viral loop fans delight TRACTION quantity how much? 17 CREATIVE TRACTION METHODOLOGY KPI & purpose what & why? What action should the user do to invite others to join?7 How’s the user reward?
who & what? buyer persona
customer positioningtouchpointtraction channels stranger visitor lead promoters call to actionvalue prop.UI/UXpromote why?where?how? 23456 viral loop fans delight TRACTION quantity how much? 17 CREATIVE TRACTION METHODOLOGY TOOLS KPI & purpose what & why?
CREATIVE TRACTION METHODOLOGY 3. ACT
CREATIVELY ▸ no budget but a goal - requires lateral thinking ▸ Set a goal first combined with a purpose ▸ experimental design - validate at least 3 assumptions / step ▸ Try out things you don’t feel confident with to unleash creativity ▸ no bias but validations ▸ Target Bottom Up - niche first ▸ no salesman ship - attract people wanting to buy #TAKEAWAY W CTM
How to build a mindset that gets a new product traction? 99% of all startups are forced to give up because they lack traction. As founders are thrilled and captivated to build a product that could change the world - the majority downright neglects to put equal efforts towards how to differentiate in taking the product to market. The difference between those who make it to get traction and the rest lies in the innovator’s mindset.
MVP AVAILABILITY START SALES &
MARKETING HOW TO DEVELOP INNOVATION LEAN DEVELOPMENT BETA RELEASE GA RELEASE GO-TO-MARKET 1. 2. 3. NO TIME NO MONEY NO POWER TO PROCEED SOME PROSPECTS PLAN TO GET VIRAL
CREATE A COMMUNITY ENGAGE AND
LEARN SPEAKING ENGAGEMENT TEST TRACTION CHANNELS 1. VALUE PROP VALIDATION LEAN DEVELOPMENT CTM
CREATE A COMMUNITY ENGAGE AND
LEARN SPEAKING ENGAGEMENT TEST TRACTION CHANNELS 1. 2. VALUE PROP VALIDATION PRE RELEASE VIDEO PREVIEW PRE-SIGNUP SHARE TO JOIN VIP EARLY ACCESS BETA RELEASE GA RELEASE LEAN DEVELOPMENT CTM
CREATE A COMMUNITY ENGAGE AND
LEARN SPEAKING ENGAGEMENT TEST TRACTION CHANNELS 1. 2. 3. VALUE PROP VALIDATION PRE RELEASE VIDEO PREVIEW PRE-SIGNUP SHARE TO JOIN VIP EARLY ACCESS LAUNCH VIRAL LOOP BRAND AMBASSADORS BETA RELEASE GA RELEASE GO-TO-MARKETLEAN DEVELOPMENT CTM
CREATIVE TRACTION METHODOLOGY 1. IDEA
RELEASE LIFE CYCLE ▸ development vs go-to-market must be 50%-50% efforts allocation ▸ Start before you are ready ▸ value prop validation (blogging - create community) ▸ pre-release (sign-up) ▸ launch #TAKEAWAY W CTM
CREATIVE TRACTION METHODOLOGY 2. RANSACK
TOOLS ▸ Tools imply new growth hacking strategies ▸ Discovery & creation of tools as an ongoing task ▸ Ignite creativity by leveraging the power of new methods ▸ Leverage the window of opportunity via new tools ▸ Hack campaigns by assembling multiple tools #TAKEAWAY W CTM
DO THINGS OTHER DON’T #brandExperience
‣ Make your swaaag profile visible on your other social media profiles ‣ Share swaaag content into your other social media profiles ‣ Swag multiple times a week to be an example for others. ‣ Regularly shout out to social followers of your other networks to join you on swaaag. ‣ Advocate swaaag within your everyday network, enchanting others to join. ‣ Invite contacts using the in app invite feature containing your custom invite link ‣ Make intros to people that might add value to the swaaag community
… but who puts skin
in the game? A D V I S O R S • reactive • hands-off C O N S U LTA N T S • in between jobs • not committed A G E N C I E S • Budget driven • Prefer established businesses E M P L O Y E E S • expensive • inflexible the current funding climate demands traction with low capital. Question is, who can help founders?
TRACTION KPI & purpose what
& why? 1 CREATIVE TRACTION METHODOLOGY 1 what is it you define as traction? what is the reason for that KPI to more relevant than others?
buyer persona customer call to
action who & what? 23 TRACTION quantity how much? 1 CREATIVE TRACTION METHODOLOGY Describe in details your enduser 3 What action needs the user to undertake? KPI & purpose what & why?
who & what? buyer persona
customer positioning lead call to actionvalue prop. why? 234 TRACTION quantity how much? 1 CREATIVE TRACTION METHODOLOGY What are the benefits for the target persona to take action now? 4 KPI & purpose what & why?
who & what? buyer persona
customer positioningtouchpoint visitor lead call to actionvalue prop.UI/UX why?where? 2345 TRACTION quantity how much? 1 CREATIVE TRACTION METHODOLOGY Where to sign up? 5 What experience has the user? KPI & purpose what & why?
who & what? buyer persona
customer positioningtouchpointtraction channels stranger visitor lead call to actionvalue prop.UI/UXpromote why?where?how? 3456 CREATIVE TRACTION METHODOLOGY Select different channels you’ll validate and use for the outreach 6 Where to find your target persona
who & what? buyer persona
customer positioningtouchpointtraction channels stranger visitor lead promoters call to actionvalue prop.UI/UXpromote why?where?how? 23456 viral loop fans delight TRACTION quantity how much? 17 CREATIVE TRACTION METHODOLOGY KPI & purpose what & why? What action should the user do to invite others to join?7 How’s the user reward?
who & what? buyer persona
customer positioningtouchpointtraction channels stranger visitor lead promoters call to actionvalue prop.UI/UXpromote why?where?how? 23456 viral loop fans delight TRACTION quantity how much? 17 CREATIVE TRACTION METHODOLOGY TOOLS KPI & purpose what & why?
CREATIVE TRACTION METHODOLOGY 3. ACT
CREATIVELY ▸ no budget but a goal - requires lateral thinking ▸ Set a goal first combined with a purpose ▸ experimental design - validate at least 3 assumptions / step ▸ Try out things you don’t feel confident with to unleash creativity ▸ no bias but validations ▸ Target Bottom Up - niche first ▸ no salesman ship - attract people wanting to buy #TAKEAWAY W CTM