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Marketing for Startups

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An introduction to the basics of marketing for first-time entrepreneurs and new businesses.

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Marketing for Startups

  1. 1. Marketing Basics for Startups<br />by Kameel Vohra<br />www.kameel.co.in<br />
  2. 2. Overview<br />What is sales?<br />What is marketing?<br />Budgeting for Marketing<br />Sales/Marketing Knowing your customers<br />Identify customer<br />Identify decision making process<br />Phases of Marketing<br />Experimentation<br />Measuring & Metrics<br />Marketing at it’s most basic (4P’s)<br />The nuts & bolts<br />Print<br />Digital<br />Mass Media (Advertising & Sales)<br />Best Practices<br />
  3. 3. What is Sales ?<br />Wikipedia: A sale is the act of selling products/services in return for money or other compensation. It is an act of completion of a commercial activity.<br />Real Life: Converting customer interest to compensation.<br />Compensation: Preferably cash, possibly a barter for advertising, or other products/services (accounting, server space, etc.)<br />
  4. 4. What is Marketing?<br />Tools for sales (brochures, flyers, etc.)<br />Building competitive advantage/edge<br />Brand positioning<br />Creating awareness<br />Creating product demand<br />Creating interest/lead generation<br />Driving sales<br />If you don’t have sales/marketing experience<br />Buy It ! This should be one of your CORE skills!<br />You need this before you need R&D<br />
  5. 5. Budgeting for Sales/Marketing<br />You can NOT close deals without Sales<br />Marketing augments/increases sales<br />Every organization needs to sell!<br />Customers do not just come to your door<br />How much should I spend on marketing?<br />A: It varies by organisation & industry<br />U.S. Small Business Administration (SBA) <br />2% - 10% of Total Revenue<br />Personal exp., 30% of total budget (start-up)<br />
  6. 6. Sales/marketing: Knowing your customer<br />Identify your customer (Child, Choco-cereal)<br />Identify the decision maker (Mother)<br />Identify the influencer (Child)<br />Identify the decision making process (Child bugs mother)<br />Win/Loss (Feedback Analysis)<br />You need to know what went right & wrong <br />(It had free toys! It was cheap! It was lower calorie! It’s made from toothpaste!)<br />Audit (Remember to be scientific)<br />
  7. 7. Marketing (Phases)<br />Phase 0<br />Talking, Interacting, Seeding & Selling<br />(have no fear! Start talking well before it’s out of the box)<br />Phase 1<br />Tools for sales (brochures, flyers, website, etc.)<br />Concept (3wks), Graphic design (3wks), Printing (1wk)<br />Phase 2<br />Creating interest/lead generation<br />SEO (4wks vendor selection, 2wks analysis, 3-6 months execution)<br />Exhibitions (4wks identification, 4wks preparation, 4wks follow-up)<br />Phase 3<br />Building competitive advantage/edge<br />Brand positioning<br />Creating awareness<br />Creating product demand<br />Driving sales<br />Ongoing Efforts (forever!)<br />
  8. 8. Experimentation<br />You miss all the shots you don’t take<br />Wayne Gretzky, A really famous hockey player<br />Evolve<br />Scientifically<br />Be flexible<br />Be prepared for disappointment<br />You’ll find gems where you least expect them<br />
  9. 9. Measure Everything<br />Remember your school science class?<br />You can’t manage what you can’t measure<br />Somebody I can’t remember<br />SMS, Email, flyers, brochures, promo’s<br />Add tracking/redemption codes to everything<br />Track how many are sent, where, when, volume of responses – even field sales calls!<br />
  10. 10.
  11. 11. Marketing at it’s most basic<br />Everything boils down to<br /> this. It is always true!<br />Read: http://www.netmba.com/marketing/mix/<br />
  12. 12. The nuts & bolts<br />Offline<br />Mission & Value Proposition<br />Your People: Who we are, what the benefits are, who my competitors are, etc.<br />Print<br />BS cards<br />Letterheads<br />Envelopes<br />Brochure<br />T-Shirts / Shirts<br />Digital<br />Logo<br />Email signatures<br />Website, Wikipedia, Free Directories (Dmoz.org)<br />Presentation (spend money on this)<br />Blogs, yours & everyone else’s<br />Social Media<br />SEO (spend money on this – if you think your customers use the internet)<br />Advertising & Sales<br />Email, SMS<br />Mass Media !? (Newspapers, Magazines, Radio, TV, SEM)<br />
  13. 13. Is Mass Media for me ?<br />Which medium actually reaches your audience?<br />How many people and what percentage of conversion do you expect?<br />How much is it going to cost you? Can you afford it? For how long can you sustain it?<br />What is the point? Is it going to be worthwhile?<br />Can you use multiple mediums for brand reinforcement<br />Would PR achieve the same thing & cost less?<br />
  14. 14. Example Radio Costs<br />* All rates are per 10 seconds of air time * SPTB will attract a 25% premium on existing rates.<br />* All rates are in Indian Rupees <br />* Corporate rates can be upto 50% lower than this<br />* Estimated monthly spend for a decent campaign is 1,30,000 RsPT Prime Time SPT Super Prime Time APT Afternoon Prime Time LNPT Late Night Prime Time<br />
  15. 15. Example TV costs<br />
  16. 16. Best Practices<br />Save everything online (dropbox, etc.)<br />Insist on standards & formats (AI,CDR,PDF,etc.)<br />Measure everything<br />Be Flexible<br />Continually Evolve<br />

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