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Startup MarketingApril Dunford			    @aprildunford
My BackgroundBig Companies
IBM (Launch and growth of InfoSphere, 5 acquisitions)
Siebel (Global Marketing Financial Services)
Nortel (head of incubation)
Startups
Infobright ($8M raise)
DataMirror (exit to IBM)
Janna Systems ($1.8B exit to Siebel Systems)2
What’s a Lean Startup?customer developmentlow cost / open source or free toolsAgile developmentmethodology3
Customer DevelopmentTest offering assumptionsValidate minimal feature set works for certain marketsMaking sure your product doesn’t suck4
AssumptionsProduct – IP, TCO, Dependencies
Customers – problems, ROI, buying process, environment, buying units
Sales channels/pricing
Demand Creation
Market Type – new vs. existing
Competitive5
What is Product/Market Fit?Finding a match between product and marketYou’ll need:First hand customer knowledge
Market research
Customer/competitor crystal ball6
Not all Markets are EqualSize Matters
Bottom up vs. Top Down
Look at the adjacent markets7

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