A really basic guide to online marketing, defining terms

1. This presentation is made possible by the support of the American People through the United
States Agency for International Development (USAID). The contents of this presentation are the sole
responsibility of Rick Rasmussen and do not necessarily reflect the views of USAID or the United
States Government.
Customer Creation
Step 3 in the
4 steps to the Epiphany

2. Customer Creation
• You have a product/service and are ready to expand
• Creation comes after proof of sales
• A strategy not a tactic
• Value not noise
Customer
Discovery
Customer
Validation
Customer
Creation
Company
Building

3. Customer Creation
• Grow customers from few to many
• Four Customer Creation activities:
– Set objectives
– Positioning
– Launch
– Demand creation
• Creation activities are different for each
of the three types of startups

4. Objectives • Launch model
• Sales model
Positioning
• Company/Product
positioning by PR
agency with audit
Launch • Launch/Introduce
• Launch type varies
by type of startup
Demand
Creation
• Implement demand
creation
• Depends on
type of startup
4
Customer
Creation
Customer
Validation
Customer
Discovery
Customer
Creation

5. Customer Creation Details
To Company
Building
Phase 1
Get Ready
Phase 2
Position Company &
Product
Phase 4
Create Demand
Phase 3
Launch Company &
Product

6. Phase 1: Get Ready
• Mission Statements
• Elevator pitch
• Launch Objectives
Phase 1
Get Ready
Phase 2
Position Company &
Product
Phase 4
Create Demand
Phase 3
Launch Company &
Product

7. Mission Statements
• A commercial mission statement consists of 3
essential components:
– Key market: who is your target client/customer? (generalize
if needed)
– Contribution: what product or service do you provide to that
client?
– Distinction: what makes your product or service unique, so
that the client would choose you?

8. Example Mission Statements
"To provide the fast food customer food prepared in the same high-
quality manner world-wide that has consistent taste, serving time,
and price in a low-key décor and friendly atmosphere.
– Key Market: The fast food customer world-wide
– Contribution: consistent taste and reasonably-priced food prepared in a
high-quality manner
– Distinction: delivered consistently (world-wide) in a low-key décor and
friendly atmosphere
"To provide economy and quality minded travelers with a premier,
moderate priced lodging facility which is consistently perceived as
clean, comfortable, well-maintained, and attractive, staffed by
friendly, attentive and efficient people”
– Key Market: economy and quality minded travelers
– Contribution: moderate priced lodging
– Distinction: consistently perceived as clean, comfortable, well-maintained,
and attractive, staffed by friendly, attentive and efficient people

9. Phase 2: Positioning • Positioning and
branding
• Collateral
– One pager
– PowerPoints
• Company
• Product(s)
– Optional video
• Launch material
– Press release
– Sales tools
Phase 1
Get Ready
Phase 2
Position Company &
Product
Phase 4
Create Demand
Phase 3
Launch Company &
Product

10. Customer Creation Product Positioning
Year 1
Objectives Positioning
Existing Market
•Market share •Differentiation & credibility
•Product differentiation
Re-Segmenting
Existing Market
•Market
resegmentin
•New market
share
•Segmentation & innovation
•Redefining existing market &
product differentiation
New
Market
•Market
adoption
•Vision & innovation in new
market
•Defining the new market, the
need & the solution
•Early adopters

11. Phase 3: Launch
• Tactical culmination
of all the strategy
• Scary and Fun
• Huge leverage but
only once
Phase 1
Get Ready
Phase 2
Position Company &
Product
Phase 4
Create Demand
Phase 3
Launch Company &
Product

12. Launch…
• Launching a company or a
product is akin to launching an
ICBM:
• Impossible to call back
• Its impact will have immense and
lasting consequences.

13. When do you “Launch”?
• When you’re ready
• When market needs a “boost”
• Competitive strategy comes in
• Leader vs. Fast Follower

14. Launch Tools
• Audience
• Messages
• Messengers
• Context
• Media
• Measurement
Select
Launch
Type
Select
Customer
Audiences
Select the
Messengers
Craft the
Messages
Understand
Message
Context
Understand
the Media
Measure
Success

15. Typical Launch Materials
Branding and Awareness
Building
Launch Event
Public Relations
Search Engine marketing
Market Research surveys
Advertising
Lead Generation and
Qualification
Telemarketing and
Telesales
Paid Search Advertising
Whitepapers
Direct Mail
Webinars and Seminars
Trade Shows
Sales Support
PowerPoint pitches
Customer References
Sales Guides
ROI analyses
Brochures and
datasheets
Field programs

16. Customer Creation: Type of Launch
Year 1
Objectives
Launch
Type
Existing
Market
Market share Onslaught
Redefining
Existing
Market
Market reframing &
new market share
Education &
appropriate share
New
Market
Market adoption
Education: Push the
“Tipping Point” (when will
customers realize unmet
need)
16

17. Phase 4: Create Demand
• Post-launch
strategy
• Mobilize your
resources to
effectively position
and sell
• You can’t create
demand if there
isn’t any
Phase 1
Get Ready
Phase 2
Position Company &
Product
Phase 4
Create Demand
Phase 3
Launch Company &
Product

18. Customer Creation Summary
• Rules:
– No spending until customer validation
• Customer and Company alignment
– Match the creation strategy to the company type
– Match spending goals to year 1 objectives
• Exit Criteria
– Launched!
– Customer Creation strategy defined and underway
– Ready for Company Building