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“Traction is
basically
quantitative
evidence of
customer demand”
– Naval Ravikant,
founder of AngelList
Channels
1. Brainstorm
2.Rank
3.Prioritize
4.Test
5.Focusing
Product Development & Traction
Simultaneously
Brainstorm
Rank
Prioritize
Test
Focusing
Make something people
want
3 Phases
Market something people
want
Scale your
business
• The Law of Shitty Click-
throughs
• Inner Circle Tests
• Optimization Through
A/B Testing
• Online Tools
• Quantify Your...
• Critical Path
• Traction Goal
• Milestones
• Department Critical Paths
• Traction Sub-Goals
• Mentors
• Overcome Biases
...
The Viral Coefficient tells you the number of additional
user you can get for each user you bring in.
Time for a viral
Strategy?
The best way to
figure out the
right kind of
loop to build
is simple:
copy those
who have
done it
before!
Public Relations = traffic +
fundraising
SEM Terminology
Social & Display Ads
• Large Ad Networks
• Niche Ad Networks
• Direct Ads
• LinkedIn
• Twitter
• Facebook
• StumbleUpon
• Foursquare
• Tumblr
• reddit
• YouTube
Demographics
Cost
Tracking
Fat-head vs. Long-Tail
• Finding
Customers
• Engaging
Customers
• Retaining
customer
• Revenue
• Referrals
Create useful tools like calculators, widgets, and educational
micro-sites to get your company in front of potential
custo...
- Annual Promotions - Micro-Sites - Widgets
First you have to find them …
• Search Engines
• YouTube
• Delicious
• Twitter
• Social Mention
• Talk to People
VIP Access
Blog Sponsorship
• Standard
Partnership
• Joint Ventures
• Licensing
• Distribution Deals
• Supply Partners
Choose your partners wisely!
Build a pipeline of BD deals.
- API’s - Feeds
- Crawling Technology - Embed Codes
SPIN SELLING
S = Situation Questions
P = Problem Questions
I = Implication Questions
N = Need-Payoff Questions
Generating Leads
Qualifying Leads
Closing Leads
Sales Funnel
Common Affiliate
Programs
• Retail
• Coupon/Deal sites
• Loyalty programs
• Aggregators
• Email lists
• Vertical sites
• I...
Strategy & Tactics
Major Affiliate Networks:
• Commission Juntion
• ClickBank
• Affiliate.com
• Pepperjam
• ShareASale
• Adknowledge
• Linksh...
Existing
Platforms
oApp Stores
oSocial
Platforms
• Build an Initial
Audience
• Establish Your Mission
• Foster Cross-
connections
• Communicate with
your Audience
• Be Tra...
Benefits
• Building Assets
• Product Development
• Inbound Hiring
You just read how do you feel?
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
Traction: A Startup Guide to Getting Customers (slideshare summary)
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Traction: A Startup Guide to Getting Customers (slideshare summary)

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Traction: A Startup Guide to Getting Customers. A slideshare summary of this popular guide to getting customers for startups.

Most startups end in failure. Almost every failed startup has a product. What failed startups don't have is traction -- real customer growth.

This book introduces startup founders and employees to the "Bullseye Framework," a five-step process successful companies use to get traction. This framework helps founders find the marketing channel that will be key to unlocking the next stage of growth.

Traction is a guide to getting customers, written for startup founders, marketers, and those interested in how today's startups grow and get traction. This book shows you how the founders of several of the biggest companies and organizations in the world like Jimmy Wales (Wikipedia), Alexis Ohanian (Reddit), Paul English (Kayak.com) and Alex Pachikov (Evernote) have built and grown their startups. We interviewed over forty successful founders and researched countless more growth stories to pull out the repeatable tactics and strategies they used to get traction.

"Many entrepreneurs who build great products simply don't have a good distribution strategy." -- Mark Andreessen, venture capitalist

Too often, startups spend months (or years) building a product only to struggle with traction once they launch. This struggle has startups trying random tactics - some ads, a blog post or two - in an unstructured way that leads to failure. Traction shows readers how to systematically approach marketing, and covers how successful businesses have grown through each of the following channels:

Viral Marketing
Public Relations (PR)
Unconventional PR
Search Engine Marketing (SEM)
Social and Display Ads
Offline Ads
Search Engine Optimization (SEO)
Content Marketing
Email Marketing
Engineering as Marketing
Target Market Blogs
Business Development (BD)
Sales
Affiliate Programs
Existing Platforms
Trade Shows
Offline Events
Speaking Engagements
Community Building

Published in: Marketing
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Traction: A Startup Guide to Getting Customers (slideshare summary)

  1. 1. “Traction is basically quantitative evidence of customer demand” – Naval Ravikant, founder of AngelList
  2. 2. Channels
  3. 3. 1. Brainstorm 2.Rank 3.Prioritize 4.Test 5.Focusing
  4. 4. Product Development & Traction Simultaneously Brainstorm Rank Prioritize Test Focusing
  5. 5. Make something people want 3 Phases Market something people want Scale your business
  6. 6. • The Law of Shitty Click- throughs • Inner Circle Tests • Optimization Through A/B Testing • Online Tools • Quantify Your Results
  7. 7. • Critical Path • Traction Goal • Milestones • Department Critical Paths • Traction Sub-Goals • Mentors • Overcome Biases Traction Trumps Everything!
  8. 8. The Viral Coefficient tells you the number of additional user you can get for each user you bring in.
  9. 9. Time for a viral Strategy?
  10. 10. The best way to figure out the right kind of loop to build is simple: copy those who have done it before!
  11. 11. Public Relations = traffic + fundraising
  12. 12. SEM Terminology
  13. 13. Social & Display Ads
  14. 14. • Large Ad Networks • Niche Ad Networks • Direct Ads
  15. 15. • LinkedIn • Twitter • Facebook • StumbleUpon • Foursquare • Tumblr • reddit • YouTube
  16. 16. Demographics Cost Tracking
  17. 17. Fat-head vs. Long-Tail
  18. 18. • Finding Customers • Engaging Customers • Retaining customer • Revenue • Referrals
  19. 19. Create useful tools like calculators, widgets, and educational micro-sites to get your company in front of potential customers. Its not physics, its engineering as marketing.
  20. 20. - Annual Promotions - Micro-Sites - Widgets
  21. 21. First you have to find them … • Search Engines • YouTube • Delicious • Twitter • Social Mention • Talk to People
  22. 22. VIP Access
  23. 23. Blog Sponsorship
  24. 24. • Standard Partnership • Joint Ventures • Licensing • Distribution Deals • Supply Partners
  25. 25. Choose your partners wisely!
  26. 26. Build a pipeline of BD deals.
  27. 27. - API’s - Feeds - Crawling Technology - Embed Codes
  28. 28. SPIN SELLING S = Situation Questions P = Problem Questions I = Implication Questions N = Need-Payoff Questions
  29. 29. Generating Leads Qualifying Leads Closing Leads Sales Funnel
  30. 30. Common Affiliate Programs • Retail • Coupon/Deal sites • Loyalty programs • Aggregators • Email lists • Vertical sites • Information Products • Lead Generation
  31. 31. Strategy & Tactics
  32. 32. Major Affiliate Networks: • Commission Juntion • ClickBank • Affiliate.com • Pepperjam • ShareASale • Adknowledge • Linkshare • MobAff • Neverblue • Clickbooth • WhateSharek Media
  33. 33. Existing Platforms oApp Stores oSocial Platforms
  34. 34. • Build an Initial Audience • Establish Your Mission • Foster Cross- connections • Communicate with your Audience • Be Transparent • Ensure Quality
  35. 35. Benefits • Building Assets • Product Development • Inbound Hiring
  36. 36. You just read how do you feel?

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