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GROW SUSTAINABLY
WOW INVESTORS
Smart Marketing for Early Stage Startups

@ligayaya

angel.co/ligaya
HELLO, I’M LIGAYA
Marketing & Global Community Dev

Advising & Mentorship

Early Stage Investments

@ligayaya
angel.co/lig...
M&C
Marketing:
Promotes the use of your
product to a specific
audience.
Community:
Connecting people through
your product ...
INVESTOR INTERESTS
	
 	
Traction
Engagement
Finances

@ligayaya

angel.co/ligaya
COMMON ISSUES
	
 	
Founders overestimate market size,
diminishing investor confidence
Employ M&C tactics too early,
wastin...
NAIL YOUR MARKETING SLIDES
Just how big is the opportunity?
Give your business plan a sense of scale.

Top Down
Research f...
TOP DOWN:

SLICING THE MARKET
Consumer
Geography
Demography
Enterprise
Vertical

Market Size
multiply:
# of customers
aver...
TOP DOWN:

FRAMEWORK
Total Available Market
How much money is generated by a
specific segment of the market?

Serviceable ...
M&C GOALS
1

Drive awareness and growth by making it
easy to spread the word offline and online.

2

Build a product peopl...
MRKTG &CMTY STRATEGY
Brand
Awareness

BD/Partner

establish differentiation

Contests &
Promotions

Press
Influencer Outrea...
M&C
Success comes from knowing the right thing to do at the right time

Inception

PPMF

Engage

Growth

IPO

STAGE THEORY...
STAGE ONE: INCEPTION

Inception

PPMF

Engage

Growth

IPO

GOALS
A workable product (MVP)
Relationships with your users

...
INCEPTION
We want users to say:

“This is just what I need!”
	

	

FUNCTION

“This product looks awesome
	
 and 	
people l...
INCEPTION
Branding
Visual
logo
usability
aesthetics

Testimonials

Textual

experience
photo

tagline
value prop
vision+mi...
INCEPTION
CHECKLIST
	
 	
 Logo + Tagline
	
 	
 Mission Statement
	
 	
 Market Research
	
 	
 User Guidelines
	
 	
 Testimo...
INCEPTION
METRICS
Bounce rate
Registrations
Conversions
Applause & Conversation
TOOLS
Google Analytics
HootSuite
TweetDeck...
STAGE TWO: PPMF

Inception

PPMF

Engage

Growth

IPO

GOAL
A product people love enough to evangelize

@ligayaya
angel.co...
PRE PRODUCT MARKET FIT
Experimentation & Validation
Who is using your product?
	

	

DEMOGRAPHICS

When and why?
	

	

UTI...
PPMF
CHECKLIST
	
 	
 Establish Support Channels
	
 	
 Email + Social Strategy	
	
	
 	
 NPS of 40%+
	
 	
 User Personas
	
@...
PPMF
METRICS
Growth
Registrations
Referrals
Amplification
Activity
Monthly Active Users (MAU)
Daily Active Users (DAU)
Ema...
EXERCISE
1

Think about the last time someone from a
company contacted you. How did you feel?

2

Which networks or commun...
QUESTIONS?
Thank you for your attention.

@ligayaya

angel.co/ligaya
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Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

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From SEO/SEM and Content/Social to Distribution partnerships and PR it can be challenging for startups to determine which marketing channel is worth valuable time and resources.

Using an approach I call "Stage Theory" this presentation explores which tactics to employ at various stages of a startup's development.

Published in: Business, Economy & Finance
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Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

  1. 1. GROW SUSTAINABLY WOW INVESTORS Smart Marketing for Early Stage Startups @ligayaya angel.co/ligaya
  2. 2. HELLO, I’M LIGAYA Marketing & Global Community Dev Advising & Mentorship Early Stage Investments @ligayaya angel.co/ligaya
  3. 3. M&C Marketing: Promotes the use of your product to a specific audience. Community: Connecting people through your product to enhance their experience and increase their loyalty. @ligayaya angel.co/ligaya
  4. 4. INVESTOR INTERESTS Traction Engagement Finances @ligayaya angel.co/ligaya
  5. 5. COMMON ISSUES Founders overestimate market size, diminishing investor confidence Employ M&C tactics too early, wasting resources and time @ligayaya angel.co/ligaya
  6. 6. NAIL YOUR MARKETING SLIDES Just how big is the opportunity? Give your business plan a sense of scale. Top Down Research firms Industry analysts Market reports Purchase intent: Google“size of X industry” whittle it down @ligayaya VS Bottom Up User behavior analysis User end purchases Competitor revenues Extrapolate from small subset of data roll it up angel.co/ligaya
  7. 7. TOP DOWN: SLICING THE MARKET Consumer Geography Demography Enterprise Vertical Market Size multiply: # of customers average quantity price per unit BOTTOM UP: EXTRAPOLATING @ligayaya angel.co/ligaya
  8. 8. TOP DOWN: FRAMEWORK Total Available Market How much money is generated by a specific segment of the market? Serviceable Available Market SOM Whats the value of your niche market? SAM TAM @ligayaya Serviceable Obtainable Market What market share can you realistically capture given sales, distribution, and competition? angel.co/ligaya
  9. 9. M&C GOALS 1 Drive awareness and growth by making it easy to spread the word offline and online. 2 Build a product people love by incorporating user feedback. 3 Promote loyalty to your company by forging real relationships with your users. 4 Create meaningful interactions between users of your product. @ligayaya angel.co/ligaya
  10. 10. MRKTG &CMTY STRATEGY Brand Awareness BD/Partner establish differentiation Contests & Promotions Press Influencer Outreach Content Events Social Media Acquisition expand market share SEO/SEM/Retargeting Paid Advertising Referrals Ambassadors Engagement prime for sales, increase LTV Challenge: What to do when? Customer Support Email Marketing @ligayaya angel.co/ligaya
  11. 11. M&C Success comes from knowing the right thing to do at the right time Inception PPMF Engage Growth IPO STAGE THEORY Marketing and community tactics change with each phase of a startup’s growth. @ligayaya angel.co/ligaya
  12. 12. STAGE ONE: INCEPTION Inception PPMF Engage Growth IPO GOALS A workable product (MVP) Relationships with your users @ligayaya angel.co/ligaya
  13. 13. INCEPTION We want users to say: “This is just what I need!” FUNCTION “This product looks awesome and people like me use it!” PRESENTATION “Thats a fair price.” VALUE Make your users feel valued. @ligayaya angel.co/ligaya
  14. 14. INCEPTION Branding Visual logo usability aesthetics Testimonials Textual experience photo tagline value prop vision+mission In Consumer Tech, Users Are the Brand @ligayaya angel.co/ligaya
  15. 15. INCEPTION CHECKLIST Logo + Tagline Mission Statement Market Research User Guidelines Testimonials @ligayaya angel.co/ligaya
  16. 16. INCEPTION METRICS Bounce rate Registrations Conversions Applause & Conversation TOOLS Google Analytics HootSuite TweetDeck Moz @ligayaya angel.co/ligaya
  17. 17. STAGE TWO: PPMF Inception PPMF Engage Growth IPO GOAL A product people love enough to evangelize @ligayaya angel.co/ligaya
  18. 18. PRE PRODUCT MARKET FIT Experimentation & Validation Who is using your product? DEMOGRAPHICS When and why? UTILITY AND USAGE PATTERNS How much are they willing to pay? PRICING Happiness Index Pain Points @ligayaya angel.co/ligaya
  19. 19. PPMF CHECKLIST Establish Support Channels Email + Social Strategy NPS of 40%+ User Personas @ligayaya angel.co/ligaya
  20. 20. PPMF METRICS Growth Registrations Referrals Amplification Activity Monthly Active Users (MAU) Daily Active Users (DAU) Email Open Rate Engagement time Transaction patterns @ligayaya angel.co/ligaya
  21. 21. EXERCISE 1 Think about the last time someone from a company contacted you. How did you feel? 2 Which networks or communities do you belong to? 3 List three people from these that would be interested in your product. 4 Write down two experiences with users, one that was positive and the other difficult. @ligayaya angel.co/ligaya
  22. 22. QUESTIONS? Thank you for your attention. @ligayaya angel.co/ligaya

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