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Startup Marketing


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Lecture at the University of Ottawa Entrepreneurship Class

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Startup Marketing

  1. 1. STARTUP MARKETING Hana Abaza Co-Founder - Republic Inc. Head of Marketing - Uberflip ! @hanaabaza
  2. 2. “Half of my marketing budget is wasted, but I don’t know which half.” ! -Old School Marketer
  3. 3. OLD! big budget = impact push marketing spray and pray authority control paid media NEW! more fans = impact pull marketing target, measure, iterate authenticity collaboration earned media
  4. 4. “Startup marketers need to focus on doing what’s important at any given stage in a startup.” ! - Sean Ellis, CEO of Qualaroo
  5. 5. What is a Growth Hacker? ! Metrics driven. Growth minded. ! Uses product & customer experience to find growth opportunities. ! *psst… its not new!
  6. 6. Product development is the purest form of marketing.
  7. 7. Brand Awareness vs. Brand Experience
  8. 8. Building brand “awareness” is a waste of time and money for startups. ! ...and so is PR.
  9. 9. Lessons learned from Starbucks...
  10. 10. “If it can’t be measured, it can’t be managed.” ! - Peter Drucker, Management Consultant
  11. 11. Funnel Marketing
  12. 12. Funnel Marketing
  13. 13. Is it scalable? Does that matter?