Quincy Chamber of Commerce Small Business Launch: Identify, Reach, Convert Your First Customers
Message & Medium, LLC
Mary 20, 2015
Achieving Product/Market Fit is the
Holy Grail of a New Company.
Does the product you offer closely match the needs of
customers in a specific market?
How do you find out?
Bill Aulet, Managing Director, Martin Trust Center for MIT
Compelling reason to buy?
Springboard into new markets?
Consistent with passions, values and goals of
A group exercise
1. Make a list of 3 potential markets for your
2. Add 6 more markets that you can jump to
from the original 3
3. Share and discuss the connections
• End user
• Leading customers
• Market insight
• Partners and players
• Market size
• Age, gender
• What drives them
• What keeps them
awake at night
• Media consumed &
• Contact details and
Story is built on messages
◦ Who are you?
◦ What do you deliver?
◦ Who do you do it for?
◦ Why do you do it better than others?
◦ Why are you different?
◦ Why should we care?!
◦ Compelling, credible, consistent
◦ Not what you do, what you do for others
◦ Magnify strengths (credibly)
◦ Diminish weaknesses (credibly)
◦ Adjust to accommodate change
You make it, you own it!
Web site, blog, email marketing, collateral, videos,
podcasts, graphics, events, signage/in-store/POS
Earned Media Coverage
You earn you way to accolades from someone else!
Media coverage, endorsements and case histories
Paid Media & Content
You paid for the placement on a third-party
platform or network!
Radio, TV, print, online ads; search engine marketing
Strong content, SEO, clear contact info, samples/stories, email
sign up, news section, refresh regularly
The Blog…why and how?
Social media profiles up to date
Listen, share, engage
Blog posts and comments
Content: news, case histories, graphics, user/partner-generated
Events: host and attend
Basic PR program
Build relationships with media, influencers
Steady “drumbeat” of news, features
Consider: AdWords, sponsored Tweets, LinkedIn
advertising, FB ads (targetability)
Traditional advertising and direct mail
YouTube, Vimeo, Wistia
Marketing automation for small businesses
Lead nurturing, account management
Vendors: SharpSpring, BoingNet, HubSpot, Hatchbuck,
Focus on delivering a GREAT product and
service experience and
turn earliest customers into champions
Communicate: feedback and ideas
Build trust and credibility, share everything
Create community, help build connections
Find credibility-building partners
Cultivate referrals via every channel
Commit to CONSISTENCY
Use what you know about your customers
Treat your audiences as part of the family
Be credible and creative
Earn your reputation as a trusted, sought
after source and partner
Disciplined Entrepreneurship, Bill Aulet
Four Steps to the Epiphany, Steve Blank
Marketing in the Round, Gini Dietrich, Geoff Livingston
Marketing Lessons from the Grateful Dead, David Meerman
Scott and Brian Halligan
Blogs and Web Sites
DuctTapeMarketing.com, John Jantsch
MarketingProfs.com, Ann Handley
Startup-marketing.com, Sean Ellis