This document discusses finding traction channels for a startup. It recommends setting a business goal, brainstorming potential traction channels, ranking the ideas, testing the top three channels in small, low-cost tests, and focusing efforts on the most promising channel found through testing while continuing to explore other options. The key is continually testing channels through small experiments to discover new opportunities and stay ahead of competitors.

1. Ryan Dekmar
Mktg Analytics: 491
Spring 2015
Book Review #1

2. Require customer demand
Evidence of Customer demand

3. Traction comes trough 19 channels
Unconventional PR
dfdf
PR
Community Building
Speaking Engagements
Offline Events
Trade Shows
Existing Platforms
Affiliate Programs
Sales
Business Development
Targeting Blogs
Engineering as Marketing
Email Marketing
Content Marketing
Search Engine
Optimization
Offline Ads
Social and Display ads
Search Engine Marketing
Viral Marketing

4. Which of these
channels will lead
to traction for my
start up???

5. Set a business goal.
This shows where you want to go with
your business.
Reach that goal with the least steps
possible(critical path).

6. Find a mentor
to give you a more objective perspective when you’re re-assessing your traction goal.

7. TestTest
Bullseye - Finding the traction
channel which will unlock
your next growth stage
BrainstormBrainstorm RankRank PrioritizePrioritize
Focus on whatFocus on what
worksworks

8. Know each channel and come up with reasonable ways
each channel may be utilized for your business

9. Rank your ideas
The most compelling ideas(from
brainstorming) should be the
first tested

10. Select the three most promising
traction channels.
Multiple channels allows
for parallel testing

11. Small scale tests with low costs

12. start directing your traction efforts and resources
towards that most promising channel.
but do not lose awareness of the business environment
wring the traction out of the channel

13. “It’s especially important to
understand how similar
companies acquired customers
over time, and how unsuccessful
companies wasted their
marketing dollars.”

14. Product
Development
Traction
You should spend equal efforts on building a
product consumers want and testing/finding
traction channels that work.

15. “Constantly running small traction tests will allow you
to stay ahead of competitors pursuing the same
channels.”

16. You can’t wait for users to
come to you, you must go and
recruit them manually.

17. As channels get
saturated and growth
flattens, look to new or
previously unsuccessful
channels to further
growth.

18. Don’t ignore
channels you are
unfamiliar or think
are irrelevant.

19. Continually repeat the
process and test
channels to stay
current and find new
traction.