These notes were taken by @olgaLG during my presentation at Product Camp Austin. Thanks Olga!

1. Show Me The Money
Jonas Lamis – Tech Ranch Austin
@jonaslamis
Founding partner at Tech Ranch with Kevin Koym
Start with a philosophical approach:
Where marketing is today and where technology is going as a precursor to agile product
marketing and agile product management?
Epiphany: the industrial revolution is an anomaly because before the industrial
revolution there were small bands of people working together to achieve different
results. i.e building a barn – collaborating with your community to build this product
what was going on outside of your community was irrelevant.
‐ Didn’t need additional information to build your product
‐Information is directly correlated to the size of the organization – Economist
‐ When the industrial revolution happened, information became abundant to everyone
‐ The cost of information dropped – cost of information going to zero, therefore the size
of the organization is getting smaller
Question: do economies of scale no longer exist or do niche product launches cost less
to bring to the customer?
‐ Economies of scale has gone to the _____, still exists but there is a different
channel of distribution
Show Me The Money: how to position yourselves to test the market before bringing the
product to market
‐ Skewed data geared to firms that are smaller and will bring niche products to market
There are 3 ways to get paid:
1. Get paid for you do (really about Advertising) building a strategy and testing
you ideas in ad model
2. Get paid for what you know (its about thought leadership) building rapport
with your customer, talking to your people and
3. Get paid for who you are (social awareness) have thousands of people who
are listening to you, creating this social acceleration so that when you get around to
launching your product you have a massive adoption

2. What tools to use to test your products:
Case study with a company that will provide an elearning product for high school
students to take quizzes over the phone
1. Used Facebook to build landing pages to test – failed on first try
2. Then used Google to identify key words
‐ Landing pages ESL, Texting, Vocab word solution, PSAT (each
language page was customized per key word, landing page identified as a coming soon)
‐ Allocated $5 for adwords
‐ Saved tens of thousands of dollars
Google Adwords:
Use to identify your key words
Will tell you how popular and expensive those key words are
Identify which people will be your customer
Question if it works for luxury priced products:
‐ May be more difficult to identify
Kevin: The use of Google adwords is a discovery process not analysis. Primary use to
discover a whole new market of people that otherwise would not be advertised.
Questions: Is real world feedback considered over actual feedback?
“Nothing happens until you sell something”
Don’t trust what your customer says.
People vote with their buy button.
Usage to identify a new market that perhaps wasn’t part of your original
marketing and sales strategy.
Question: Does it depend on who you are trying to sell it to?
Suggestion: You should always have an online channel because your competitors will be
searching online.
Understanding keywords Targeting the right audience Testing different
messages Converting browsers to buyers Understanding analytics
Targeting different messages:
Using google adwords to test different messages to your audience
Thought Leadership:
Becoming a thought leader through blogging

3. Picking the right topic – Staking a claim – Using the right language – Topic selection –
Guest blogging – Linking for fun and for profit
What is your own persona online: What is your thought leadership triangle
Your passion that you can talk about weekly
1. www.jonaslamis.com
2. www.lamishpere.com
Topic selection:
Perceived value 1. What’s happening in the industry
2. Profiles and successes
3. Talking up other ideas
4. Tricks and tips
5. Predictions for the future
6. “We’ve got news” post
7. Failed blog postings
8. About your products/services
Guest blogging: propose to the thought leaders in your industry; great way to increase
your brand awareness
Launch your Venture at Tech Ranch
Employee to Entrepreneur starting August 27th
Info session – Thurs. Aug 20th 11:30 am – 1:30 pm
Google search engine ranking – as of today
1. Video
2. Podcast
3. Blogging
4. Website
Everyone wants to connect. So much more relevant and authentic to have a blog.