Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
YLD Entrepreneurship Series
Seize The Market,
Before It’s Too Late!
Kris Zanuldin
@kzanul
about me
Acting VP of Emerging Commerce"
@ American Express
16 years 
Product Development & Marketing
New York, London and...
what they teach you
in b-school
Product
Pricing
Place
Promotion
•  pitch!
•  know your environment
•  distribution, distribution, distribution
•  eyes on the prize
•  putting it all toge...
your marketing M’s
Message
 Medium
 Metrics
a word before we begin…
Good Product > Good Marketing
pitch!
1
the big idea?
2
3
4
Explain it in 60
secs or less
What’s the need?
Who are you?
Why are you
different?
keep it simple
(speak plainly)
Instagram makes mobile photos fast,
simple, & beautiful.

#FAIL
YES!
We’re a content discov...
a sample pitch
“Think: part friend-finder, part
city-guide, part social-game. 

Foursquare is a mobile
application that hel...
know your 
environment
Photo: Phillip Booth
know your personas
Sue Moore, 33
 Coffee Shop Barrista
Sue has been running her coffee shop for the last 3 years. She’s
lo...
•  18-34 years old
•  Own a House
•  Income $80k-$150k 
•  Male
•  Need to cut the
grass every week
•  Have only 1 hour
• ...
know the competition
(and your position)
distribution, distribution,
distribution
the funnel
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
your channels
OWNED
MEDIA
web content
twitter / facebook
blogs
PAID
MEDIA
search ads
display
ATL
EARNED
MEDIA
re-tweets
sh...
guerilla marketing
Budgets are fixed…. 
Creativity is unlimited
content is king
not this…
get this…
eyes on the prize
what’s success?
Rule of thumb:
•  Early: awareness, distribution,
usage, user experience
•  Intermediate: sales, rev
growt...
beware vanity metrics
(the tale of FSQ vs. Gowalla)
always be validating
•  Smoke tests
•  A/B Testing
•  Focus Groups
•  Observational Research
Minimize the time to get lear...
putting it all
together
your marketing plan
ü  elevator pitch
ü  customer personas
ü  competitive position
ü  distribution strategy & media mi...
Thank You!
Upcoming SlideShare
Loading in …5
×

Youth Entrepreneurship Series - Marketing

20,695 views

Published on

A "practical marketing" presentation I did as part of a Youth Entrepreneurship series in Toronto

Published in: Business, Technology
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Youth Entrepreneurship Series - Marketing

  1. YLD Entrepreneurship Series Seize The Market, Before It’s Too Late! Kris Zanuldin @kzanul
  2. about me Acting VP of Emerging Commerce" @ American Express 16 years Product Development & Marketing New York, London and Toronto
  3. what they teach you in b-school Product Pricing Place Promotion
  4. •  pitch! •  know your environment •  distribution, distribution, distribution •  eyes on the prize •  putting it all together If we only had one hour… (practical marketing)
  5. your marketing M’s Message Medium Metrics
  6. a word before we begin… Good Product > Good Marketing
  7. pitch!
  8. 1 the big idea? 2 3 4 Explain it in 60 secs or less What’s the need? Who are you? Why are you different?
  9. keep it simple (speak plainly) Instagram makes mobile photos fast, simple, & beautiful. #FAIL YES! We’re a content discovery platform that enables personalized, geo-tagged content to be distributed through widescale social networks.
  10. a sample pitch “Think: part friend-finder, part city-guide, part social-game. Foursquare is a mobile application that helps you keep up with your friends while using game mechanics to encourage and reward users for experiencing new things.”
  11. know your environment Photo: Phillip Booth
  12. know your personas Sue Moore, 33 Coffee Shop Barrista Sue has been running her coffee shop for the last 3 years. She’s located near a busy station, so there are lot of tourists passing by her shop. However, most of her customers come from local businesses. She wants to attract more people to sit outside her shop while they wait for their trains. She likes commuters as they tend to buy more stuff when they are sitting there. She’s not allowed to advertise on her windows as that’s against local regulations. She is allowed to have one sign outside of the shop but keeps it as a default sign as she’s too busy to update it. Quotes “I get a lot of passer by trade and would love to attract more people within 150-200m of my store.” “Getting the regulars in more often would be great!” •  33 years old •  Married •  Turnover >$100k •  Barrista & owner Characteristics •  Cares about customers •  Very busy day to day •  Willing to try new tools to bring in business •  Average Internet ability •  More repeat customers •  More reach •  Ideas to market her business better Needs •  Limited budget for advertising •  Unable to reach all the office workers nearby •  Doesn’t understand how many people see her adverts Pain Points Devices
  13. •  18-34 years old •  Own a House •  Income $80k-$150k •  Male •  Need to cut the grass every week •  Have only 1 hour •  Low maintenance This is correlation… This is causation… I just bought a lawnmower know the job
  14. know the competition (and your position)
  15. distribution, distribution, distribution
  16. the funnel AWARENESS CONSIDERATION CONVERSION LOYALTY ADVOCACY
  17. your channels OWNED MEDIA web content twitter / facebook blogs PAID MEDIA search ads display ATL EARNED MEDIA re-tweets shares bloggers
  18. guerilla marketing Budgets are fixed…. Creativity is unlimited
  19. content is king not this… get this…
  20. eyes on the prize
  21. what’s success? Rule of thumb: •  Early: awareness, distribution, usage, user experience •  Intermediate: sales, rev growth, more distribution •  Maturity: profit, cost, loyalty Your goals will change as your business matures (keep it to <3)
  22. beware vanity metrics (the tale of FSQ vs. Gowalla)
  23. always be validating •  Smoke tests •  A/B Testing •  Focus Groups •  Observational Research Minimize the time to get learnings and make adjustments
  24. putting it all together
  25. your marketing plan ü  elevator pitch ü  customer personas ü  competitive position ü  distribution strategy & media mix ü  content strategy ü  goals
  26. Thank You!

×