Startup Marketing 101 - RADIUS SFU

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This document provides tips for early stage startup marketing and getting traction. It emphasizes the importance of customer development - intimately understanding customer problems and needs through surveys, interviews, and testing assumptions with real people. An example is given of a startup that delivered weekly food packages and collected feedback to learn, build expertise in their domain, and gain their first paying customers without wasting resources on premature product development. Tips are also given for low-budget lead generation techniques like landing pages, social media promotions, and content marketing through blogs and articles relevant to the target customer. The key is to be efficient with time and focus on crucial activities like testing assumptions rather than non-essential tasks.

Business

Startup Marketing 101
Anoop Aulakh
@_anoop

About Me
• Marketing, BizDev, Sales, Product
• Design, Non profit, Real Estate,Tech startups
• Vancouver / Silicon Valley
• QuikPiq, Perch, Schoolzone, Cleanweb, Strutta
@_anoop

Early Stage Startup Marketing
• Customer Development
• Getting Traction
• Any burning questions?

Customer Development
• Product Market Fit

Customer Development
• Understand your customers’ problems and
needs intimately
• Create a hypothesis
• Validate with real people

Customer Development
• Online Survey
• In-person interview

Food on the Table
• Observed shoppers at grocery stores
• Asked survey questions
• Asked interviewees to sign up for $$$
• Got rejected!

Food on the Table
• Found 1 person willing to pay
• Used “Concierge MVP” to understand needs
and problems
• Dropped off weekly package with coupons
and recipes
• Collected feedback, AND… $9.95
• Manual work, no code

Eventually…
• Got a few more customers
• Learned LOTS
• Low tech iterations (in-home visit > emails,
cheque > credit card)
• No wasted time/money on product
development
• Built a solid foundation of domain expertise so
they knew how to win

Customer Development
Tools
• Survey.io, Google Forms, SurveyMonkey
• “If you could wave a magic wand and change
anything about the way you do _______, what
would it be, and why?”
• Will you pay $20 to sign up today?

Exercise
• Who is your customer/user?
• What are your assumptions?
• Where can you find potential users to
interview?
• How can you test your assumptions in the
interview?

Getting Traction
• Where can you find your first
customers/users?
• How can you do this on a low budget?

Pre-product Marketing
• Lead Generation: Landing Pages, AdWords,
Social Media
• Content: Blog, articles, e-book, whitepapers
• Relationships: prospect, media, influencer
You are the expert in your domain!
from @aprildunford

Lead Generation
• Landing Pages, Social Media Promotions
• Lead capture promotions, downloads,
webinars

Landing Pages
• Concise Value Proposition
• Use your customers’ language
• Clear Call To Action
• Capture email
• Tools:
• Unbounce, LaunchRock, Striking.ly

Social Promotions
• Low Barrier to Entry (Enter to Win)
• Fan-gate if on Facebook
• Offer a prize that is relevant to your users
• Collect email!
Tools: (use free trials)
• Offerpop, ShortStack, Strutta

Content Marketing
• Blog, articles, e-book, whitepapers
• What content is valuable to your user?
• Who makes good content today?
• Learn from top players
• Use terms and keywords your customer uses
(SEO)

Where to post…
• Quora
• Hacker News
• Reddit
• Blogs specific to your nice market

A word about PR…
If your customer doesn’t read tech blogs, Don’t
waste time getting covered by tech blogs!

Exercise
• What type of content might be valuable to
your user?
• Who makes good content today?
• What are some examples of blog posts you
should create?

Push The Ball Forward
• Be ruthlessly efficient with your time
• Don’t spend time on activities that aren’t
crucial
• Test assumptions quickly
• Get out of the building!

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Startup Marketing 101 - RADIUS SFU

1. Startup Marketing 101 Anoop Aulakh @_anoop

2. About Me • Marketing, BizDev, Sales, Product • Design, Non profit, Real Estate,Tech startups • Vancouver / Silicon Valley • QuikPiq, Perch, Schoolzone, Cleanweb, Strutta @_anoop

3. Early Stage Startup Marketing • Customer Development • Getting Traction • Any burning questions?

4. Customer Development • Product Market Fit

5. Customer Development • Understand your customers’ problems and needs intimately • Create a hypothesis • Validate with real people

6. Customer Development • Online Survey • In-person interview

8. Food on the Table • Observed shoppers at grocery stores • Asked survey questions • Asked interviewees to sign up for $$$ • Got rejected!

9. Food on the Table • Found 1 person willing to pay • Used “Concierge MVP” to understand needs and problems • Dropped off weekly package with coupons and recipes • Collected feedback, AND… $9.95 • Manual work, no code

10. Eventually… • Got a few more customers • Learned LOTS • Low tech iterations (in-home visit > emails, cheque > credit card) • No wasted time/money on product development • Built a solid foundation of domain expertise so they knew how to win

11. Customer Development Tools • Survey.io, Google Forms, SurveyMonkey • “If you could wave a magic wand and change anything about the way you do _______, what would it be, and why?” • Will you pay $20 to sign up today?

12. Don’t know where to start?

13. Exercise • Who is your customer/user? • What are your assumptions? • Where can you find potential users to interview? • How can you test your assumptions in the interview?

14. Getting Traction

15. Getting Traction • Where can you find your first customers/users? • How can you do this on a low budget?

16. Pre-product Marketing • Lead Generation: Landing Pages, AdWords, Social Media • Content: Blog, articles, e-book, whitepapers • Relationships: prospect, media, influencer You are the expert in your domain! from @aprildunford

17. Lead Generation • Landing Pages, Social Media Promotions • Lead capture promotions, downloads, webinars

18.

19.

20.

21. Landing Pages • Concise Value Proposition • Use your customers’ language • Clear Call To Action • Capture email • Tools: • Unbounce, LaunchRock, Striking.ly

22. Social Promotions

23.

24.

25. Social Promotions • Low Barrier to Entry (Enter to Win) • Fan-gate if on Facebook • Offer a prize that is relevant to your users • Collect email! Tools: (use free trials) • Offerpop, ShortStack, Strutta

26.

27. Content Marketing • Blog, articles, e-book, whitepapers • What content is valuable to your user? • Who makes good content today? • Learn from top players • Use terms and keywords your customer uses (SEO)

28.

29. Where to post… • Quora • Hacker News • Reddit • Blogs specific to your nice market

30. A word about PR… If your customer doesn’t read tech blogs, Don’t waste time getting covered by tech blogs!

31. Exercise • What type of content might be valuable to your user? • Who makes good content today? • What are some examples of blog posts you should create?

32. Push The Ball Forward • Be ruthlessly efficient with your time • Don’t spend time on activities that aren’t crucial • Test assumptions quickly • Get out of the building!

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