One thing that doesn’t hold you back in startup marketing is the lack of options for models, frameworks and opinions on what to spend one’s time on. There’s Dave McClure’s AARRR model. The Bullseye framework. The “Throw spaghetti on the wall and see what sticks” approach. The list goes on. If you have little data and time, as many early stage software companies do, these models don’t help you focus on the 1-2 things that can make a difference. And so many spread themselves too thin between too many channels. Based on marketing lessons from Pipedrive, Skype, Taxify, Outfunnel and other companies, this talk offers a tried-and-tested framework for startups to pick their battles and maximize chances of success.
5. 5 steps to a marketing plan
1. Know your category awareness & category urgency
2. Take a broad pick of channels
3. Do keyword SWOT analysis
4. Prepare your channel opportunity matrix
5. Maximize referrals, your most profitable channel
7. Category awareness:
there are two kinds of products/services
Low category awareness High category awareness
http://bit.ly/MktPlanning
8. Category awareness:
are you a guard dog or sugar glider?
App for renting out
an unused parking
lot
Stuff they sell on
shopping channel
Car fleet
mgmt
software
Security
drones
CRMs, To-do
apps
Smart watches
Text
processors
Smartphones
Low category awareness High category awareness