The document provides insights into startup marketing strategies, emphasizing customer development, product-market fit, and effective pre-launch marketing techniques. It outlines the significance of understanding assumptions regarding products, customers, and markets, as well as the importance of metrics like Net Promoter Score for gauging product success. Additionally, it highlights the critical phases of preparation, content creation, and ecosystem management before scaling a startup.

1. Startup MarketingApril Dunford @aprildunford

2. My BackgroundBig Companies

3. IBM (Launch and growth of InfoSphere, 5 acquisitions)

4. Siebel (Global Marketing Financial Services)

5. Nortel (head of incubation)

6. Startups

7. Infobright ($8M raise)

8. DataMirror (exit to IBM)

9. Janna Systems ($1.8B exit to Siebel Systems)2

10. What’s a Lean Startup?customer developmentlow cost / open source or free toolsAgile developmentmethodology3

11. Customer DevelopmentTest offering assumptionsValidate minimal feature set works for certain marketsMaking sure your product doesn’t suck4

12. AssumptionsProduct – IP, TCO, Dependencies

13. Customers – problems, ROI, buying process, environment, buying units

14. Sales channels/pricing

15. Demand Creation

16. Market Type – new vs. existing

17. Competitive5

18. What is Product/Market Fit?Finding a match between product and marketYou’ll need:First hand customer knowledge

19. Market research

20. Customer/competitor crystal ball6

21. Not all Markets are EqualSize Matters

22. Bottom up vs. Top Down

23. Look at the adjacent markets7