Presentation geared towards Small Businesses on various tips from the trenches on Marketing Strategy, Marketing Tactics, Customer Acquisition, Product Management.

1. Startup Style
@SupraMBA
#SBF2017
50 Shades
of
Marketing
Small Business Edition
C.K.KUMAR

2. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
 Marketing – Quid Est?
 Why is it getting difficult ?
 Traditional Vs. SMB Marketing
 50* Shades of Marketing
 Key Takeaways
AGENDA

3. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
A BIG THANK YOU !
Any omissions or errors in attribution is unintentional. Apologies in advance

4. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
SOME KEY DEFINITIONS
Origin unknown. Purpose unknown.
States the obvious, accepts all credit,
rejects all blame
- Urban Dictionary
Marketing

5. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
Based on Research from Cato Institute
DEMATERIALIZATION: USING LESS TO PRODUCE MORE

6. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
BUSINESS HAS BECOME DIFFERENT
10X
the innovators
1/10th
the cost
100X
the power
Digital Disruption is Better, Faster and Stronger
BasedonForresterResearch

7. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
TRADITIONAL VS. SMALL BUSINESS MARKETING
Based on Creating Passionate Users - Kathy Sierra
Traditional Small Business
Marketers / Advertisers do it Everyone does it
Focused on how company kicks ass Focused on how customer kicks ass
Marketers have the power Customers have the power
Advertising Evangelizing
Company-created content User-created content
One-size fits all Personalized & tailored
Bulls%*# Authenticity
Focus on Branding Focus on passionate customers
Get customer to believe in it You believe in it

8. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
50 Shades of Marketing

9. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 1 - 10
1. Delight the customer
2. Learn how your customer is using your product
3. Make the customer part of the team
4. Find a way to seduce your customer - across any and all channels
5. Give the customer a reason to share
6. Keep listening to your customer to get the most candid feedback
7. Engage your target customers to test your models
8. Always be on the lookout for prospective customers
9. Your customers may have as much data on you as you have on them
10.Be memorable but don’t creep the customer out
CUSTOMER

10. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 1 - 10
Delight the Customer! Unexpectedly.
CUSTOMER
Look for Copenhagen Flash Mob Klassisk on YouTube

11. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 11 - 20
11. Marketing is a marathon, not a sprint
12. One of the first areas to invest in should be Marketing
13. Marketing First, Product Next
14. Start Small, Fail Quickly, Scale Fast
15. Prove business value Proof-of-Concept, not just Technology POC
16. Business model is as important as the product
17. Business goals need to be tied to marketing goals
18. Data is not information. More data is not better
19. Learn compelling ways to talk about your product
20. Create more value than you capture
STRATEGY

12. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
HustleconProductions–ThankYou.
 Smartphone Repair Company
 Started in 2010
 $25M+ in Revenue
 5000 Techs
 600+ Cities
Prove Your
Business Model.
Fast!
STRATEGY

13. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 21 - 30
21. Prioritize First. Then Focus.
22. A good plan today is better than a perfect plan next week
23. Embrace Ambiguity – Be ready to run without all the facts
24. Work backwards from what you need to be successful
25. Measure. Analyze. Repeat.
26. Aim for repeat business – They are the most profitable
27. Find all the channels that your target customers use
28. Learn how to eat an elephant – Metaphorically speaking
29. Incremental changes lead to big moves. Big changes rarely do.
30. Don’t believe in all the competitor’s hype
TACTICAL

14. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 21 - 30
TACTICAL
Measure. Analyze. Repeat !
TACTICAL
CAC LTV>
=
Months of
RevenueCAC
MRR
Devesh Khanal – Thank You.

15. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 31 - 40
31. Design the product with marketing in mind
32. Emphasize the benefit, not the feature
33. First to the market is better than a better product vs. the competition
34. First in the consumer mind is better than first in the market
35. Prove business value Proof-of-Concept, not just Technology POC
36. Find the secret sauce. Keep it secret. Let people know it is a secret.
37. It is OK to fail. Take risks that improve
38. If you don’t feel uncomfortable, you are not taking enough risk
39. Appear as organic as possible
40. Focus on MVP but aspire for MAP – Minimum Awesome Product
PRODUCT

16. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 31 - 40
From Bob Berman, Author of “Zoom – How everything moves”
PRODUCT  Bell, Alexander G.
 Marconi, Guglielmo
 Edison, Thomas
 Dolbear, Amos Amos E. Dolbear
1837 - 1910
Get to Market. ASAP !
PRODUCT

17. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THE 50 SHADES: 41 - 50
41. Marketing is a calling, not a profession
42. You can have any 2 of 3 – Product leadership, Market Leadership or Profits
43. Challenge your assumptions. Regardless of whether you are right or wrong
44. Engaging the media is like porcupines making love – Slowly and Carefully
45. Don’t make generating sales the main focus
46. Bird droppings yesterday can be fertilizer today
47. Learn to write – for your various audiences
48. Technology is a mistress – Avoid temptation or pay heavily.
49. Be creative with words – They can be sticky for a long while
50. Learn everything you can
OTHERS

18. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
KEY TAKEAWAYS
 Calling, not a Profession
 Marathon, not a Sprint
 Success = Good (Product & Marketing)
 Intuition <test> Data <trains> Intuition
 OK to Fail .. But learn from it
 Be Nice. Helps in Business. Also in life.
MARKETING

19. 50 Shades of Marketing – Small Biz EditionC.K. Kumar
THANK YOU