The document discusses strategies for acquiring a startup's first customer. It covers the importance of the first customer in helping resolve business and technical issues. The rest of the document outlines a scenario for acquiring the first customer, including defining target customers, crafting an effective pitch, creating a product launch plan, optimizing the website, leveraging personal and professional networks, implementing email marketing, and using Google Ads and PR. The goal is to help generate early sales and learn lessons to improve the business.
A jargon-free, plain-speak guide for small businesses to really 'get' internet marketing and social media in today's new marketing world. Understand the true meaning of commercial success on the Internet.
A jargon-free, plain-speak guide for small businesses to really 'get' internet marketing and social media in today's new marketing world. Understand the true meaning of commercial success on the Internet.
Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.
IS MY PRODUCT COMMERCIALLY VIABLE?
Having ideas for new products is only an initial step for introducing a new product to market. It is important to assess the commercial viability, is the market large enough and is there sufficient margin, for this product before going too far down the line of developing prototypes.
Market assessment
Where superior products are being developed to better address the needs of a market, it is likely that sales will be gained at the expense of existing products. The introduction of digital pen equipments probably did not result in more things being weighed, rather the same things being weighed more easily.
If this is the case then essentially you need to know three things about the market you are developing a better product for. Firstly, how big is it – this is normally measured in Rs. value. Secondly, how do consumers or retailers segment the market? And lastly, is the overall market and its segments growing or shrinking?
Thinking about both markets you wish to investigate, the internet and Google have made this exercise much easier but I would start by visiting a couple of stores or sections in-store where you can imagine your new products being sold. Look at what is currently offered by suppliers at the moment. Make a note of the supplier names, equipment or feed manufacturers and if you have access to the internet start by looking at their websites.
Larger suppliers may produce annual reports, and often in the chief executive’s statement you can find either a reference to how they describe their markets or sometimes their estimate of the market size or their percentage market share. Compare this to their sales and you have one estimate of market size.
Often these have very limited information without paying a subscription but you might find headline information to help. You might also find articles that reference this data which can be forthcoming,
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
"A Design Thinking Approach to Online Engagement"
Create richer and long-lasting engagement
Carl Griffith was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
COULD A MOBILE APP BOOST MY BUSINESS?
Small businesses need to start taking the mobile Web seriously in hand. According, 80 percent of smartphone and tablet owners have used their mobile devices at some point in the purchase process. The most common use for a smartphone was finding a store, followed by checking the price, researching and reading product reviews, and using lists while shopping.
If your target market is on the mobile app boost Web that means your business needs to be there too. And with the rise in apps, identifying and building an app that appeals to your customers can help you get noticed, build brand recognition and keep customers coming back for more.
Building apps 3 things to consider
Apps have come a long way since building one required either a computer school degree or Rs.15,000 to hire a developer. Still, small business owners need to be savvy with their marketing efforts. Here are three things to keep in mind when deciding if an app is right for you and your business.
1. Where is my audience?
smartphones are more common among consumers who are well educated, financially comfortable and under the age of 45. If your business targets senior citizens, an app might not be the way to go. If you cater to college students, it’s practically a no-brainer.
2. Is my app useful?
Apps help people get things done. Or, in the case of Angry Birds, avoid getting things done. If you’re an event planner whose clients have a hard time staying on budget, you might create an app that helps track expenses. If you’re a designer, you might create an app that allows clients to play with color schemes or rearrange furniture layouts. Start by identifying what your clients want and then figure out how you can provide it.
3. What kind of app do I need?
Even without web developer training, you can make a few basic decisions about your app that will help you figure out where to go next.
YOUR NETWORKS & CONTACTS CAN BE A INVESTMENT TO BE A ENTREPRENEURguide2entrepreneurs
YOUR NETWORKS & CONTACTS CAN BE A INVESTMENT TO BE A ENTREPRENEUR
When you start up with the business what here really needs is that your personal networks and contacts to obtain what is required for the business like investments, employees, customers including space for your new business. While accessing the social network and contacts does not increase the entrepreneur to be a success as one might think in business. When you decide to be an entrepreneur here you should decide how much time needed for your networking and contacts relationship in business, should focus in developing timeline for the business, with whom you should keep contacts, where he/she is useful for our business network required.
The business you are starting needs sound business model, idea or product that serves a market needs, feedbacks and this boosts the entrepreneur for the success.
Keys for success in networking.
• If you are an entrepreneur you must widely focus on the networking and contacts in your area and locality, were no small number of actions needed to become an entrepreneur. Need to focus on increasingly the network and contacts to become a successful entrepreneur.
• Make others talking about you if you are an entrepreneur creating buzz among the competing managers and make them feel that you have contacts and networks that will boost the reputations for your business. At this time you need to follow up the contacts, make ensure that people get value from conversations with you, be in regular contacts with people outside your business, and attend networking events often.
• Know the people you need to know before creating your startup with business. Having the right people before starting off is a strong foundation for the acquisition of paying clients.
• Learning from people outside your team – that is, leveraging your network – increases the reputation of your startup. Learning from others outside the startup team requires that you as the entrepreneur have the confidence to admit that you have something to learn.
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
Combining Digital Media and Customer Interactions for “Connected CRM”SFIMA
From the SFIMA April 12, 2012 Event - Combining Digital Media and Customer Interactions for “Connected CRM”
http://www.facebook.com/events/322428881144597/
http://www.sfima.com
------------------------------------
Marketing over the years has evolved from the “age of brand,” with the advent of television in the 1950s; to the “age of channel,” with the development of e-commerce in the 1990s; to today’s “age of the customer,” fueled by empowered consumers who have countless tools at their fingertips to help them make decisions. The most important factor affecting the way we market to consumers today is the digitalization of media and channels – and the resulting proliferation of customer touchpoints. Key to the success of any customer-centric marketing strategy is the ability to integrate the online and offline data from these interactions in an effective manner to optimize the customer experience and create greater customer value.
David Williams discusses how organizations can gain sustainable competitive advantage through building customer strategy as a business strategy. The concept of connected CRM represents a systematic way to identify, serve and retain high-value customers better than competitors by delivering customer interactions that improve financial results, create competitive advantage and drive shareholder value.
In this session, Williams introduces the skills necessary to implement a connected CRM strategy, which is built upon an organizational commitment to customer-centricity. The integration of these skills enables marketing strategies that maximize the value of the customer portfolio.
David is a frequent contributor to the Forbes Magazine blog, and has served on the Direct Marketing Association board of directors. In addition Mr. Williams is the president and CEO of Merkle Inc.
HOW DO I FINANCE MY BUSINESS?
You have a great idea for your business and you have found the best place to locate it. You know who will buy your product or service and you know who your competitors are. But starting and running your business is going to take cash, possibly a lot of cash.
How much money do you need?
If you do not know exactly how much money you need, then no-one is going to lend anything to you. And nor should they, because it means that you have not thought through your business plan properly. Without enough working capital, your business' vital functions will fail. It won't be able to meet its daily requirements for living, such as purchasing supplies, paying rent, and paying salaries. The Business Plan includes a section about Financial Matters. Within this section, you will tabulate financial data and projections related to your business. Based on the estimated projections contained within your Business Plan, you will be able to determine how much money you will need, both to start your business, and to keep it humming.
Sources for your business
Personal sources include: savings accounts, insurance policies, stock and other investments, second mortgages, and donations from friends and relatives. Note: You will probably need to provide at least 20% of what you need from personal funds if the needed funds are coming from a bank.
Remaining sources for business
1) Debt. Debt is a loan made to you or your business. Sources of debt lending include banks, credit unions, federal lending programs and state financing programs.
2). Equity. Equity is ownership rights and privileges in your business that you give away in return for capital. Businesses seeking this type of financing must become a Partnership, Corporation or Limited Liability Company.
3) Alternative Funding. Alternative means of funding include: suppliers who provide concessions, such as extended payment periods and discounts; and grants.
*note: Grants, for the most part are only available for non-profit organizations.
Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.
IS MY PRODUCT COMMERCIALLY VIABLE?
Having ideas for new products is only an initial step for introducing a new product to market. It is important to assess the commercial viability, is the market large enough and is there sufficient margin, for this product before going too far down the line of developing prototypes.
Market assessment
Where superior products are being developed to better address the needs of a market, it is likely that sales will be gained at the expense of existing products. The introduction of digital pen equipments probably did not result in more things being weighed, rather the same things being weighed more easily.
If this is the case then essentially you need to know three things about the market you are developing a better product for. Firstly, how big is it – this is normally measured in Rs. value. Secondly, how do consumers or retailers segment the market? And lastly, is the overall market and its segments growing or shrinking?
Thinking about both markets you wish to investigate, the internet and Google have made this exercise much easier but I would start by visiting a couple of stores or sections in-store where you can imagine your new products being sold. Look at what is currently offered by suppliers at the moment. Make a note of the supplier names, equipment or feed manufacturers and if you have access to the internet start by looking at their websites.
Larger suppliers may produce annual reports, and often in the chief executive’s statement you can find either a reference to how they describe their markets or sometimes their estimate of the market size or their percentage market share. Compare this to their sales and you have one estimate of market size.
Often these have very limited information without paying a subscription but you might find headline information to help. You might also find articles that reference this data which can be forthcoming,
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
"A Design Thinking Approach to Online Engagement"
Create richer and long-lasting engagement
Carl Griffith was one of the presenters at the Social Media Marketing Day @Your Desk. Organized by Markedu. More free events here: http://www.markedu.com/web-seminars
COULD A MOBILE APP BOOST MY BUSINESS?
Small businesses need to start taking the mobile Web seriously in hand. According, 80 percent of smartphone and tablet owners have used their mobile devices at some point in the purchase process. The most common use for a smartphone was finding a store, followed by checking the price, researching and reading product reviews, and using lists while shopping.
If your target market is on the mobile app boost Web that means your business needs to be there too. And with the rise in apps, identifying and building an app that appeals to your customers can help you get noticed, build brand recognition and keep customers coming back for more.
Building apps 3 things to consider
Apps have come a long way since building one required either a computer school degree or Rs.15,000 to hire a developer. Still, small business owners need to be savvy with their marketing efforts. Here are three things to keep in mind when deciding if an app is right for you and your business.
1. Where is my audience?
smartphones are more common among consumers who are well educated, financially comfortable and under the age of 45. If your business targets senior citizens, an app might not be the way to go. If you cater to college students, it’s practically a no-brainer.
2. Is my app useful?
Apps help people get things done. Or, in the case of Angry Birds, avoid getting things done. If you’re an event planner whose clients have a hard time staying on budget, you might create an app that helps track expenses. If you’re a designer, you might create an app that allows clients to play with color schemes or rearrange furniture layouts. Start by identifying what your clients want and then figure out how you can provide it.
3. What kind of app do I need?
Even without web developer training, you can make a few basic decisions about your app that will help you figure out where to go next.
YOUR NETWORKS & CONTACTS CAN BE A INVESTMENT TO BE A ENTREPRENEURguide2entrepreneurs
YOUR NETWORKS & CONTACTS CAN BE A INVESTMENT TO BE A ENTREPRENEUR
When you start up with the business what here really needs is that your personal networks and contacts to obtain what is required for the business like investments, employees, customers including space for your new business. While accessing the social network and contacts does not increase the entrepreneur to be a success as one might think in business. When you decide to be an entrepreneur here you should decide how much time needed for your networking and contacts relationship in business, should focus in developing timeline for the business, with whom you should keep contacts, where he/she is useful for our business network required.
The business you are starting needs sound business model, idea or product that serves a market needs, feedbacks and this boosts the entrepreneur for the success.
Keys for success in networking.
• If you are an entrepreneur you must widely focus on the networking and contacts in your area and locality, were no small number of actions needed to become an entrepreneur. Need to focus on increasingly the network and contacts to become a successful entrepreneur.
• Make others talking about you if you are an entrepreneur creating buzz among the competing managers and make them feel that you have contacts and networks that will boost the reputations for your business. At this time you need to follow up the contacts, make ensure that people get value from conversations with you, be in regular contacts with people outside your business, and attend networking events often.
• Know the people you need to know before creating your startup with business. Having the right people before starting off is a strong foundation for the acquisition of paying clients.
• Learning from people outside your team – that is, leveraging your network – increases the reputation of your startup. Learning from others outside the startup team requires that you as the entrepreneur have the confidence to admit that you have something to learn.
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
Combining Digital Media and Customer Interactions for “Connected CRM”SFIMA
From the SFIMA April 12, 2012 Event - Combining Digital Media and Customer Interactions for “Connected CRM”
http://www.facebook.com/events/322428881144597/
http://www.sfima.com
------------------------------------
Marketing over the years has evolved from the “age of brand,” with the advent of television in the 1950s; to the “age of channel,” with the development of e-commerce in the 1990s; to today’s “age of the customer,” fueled by empowered consumers who have countless tools at their fingertips to help them make decisions. The most important factor affecting the way we market to consumers today is the digitalization of media and channels – and the resulting proliferation of customer touchpoints. Key to the success of any customer-centric marketing strategy is the ability to integrate the online and offline data from these interactions in an effective manner to optimize the customer experience and create greater customer value.
David Williams discusses how organizations can gain sustainable competitive advantage through building customer strategy as a business strategy. The concept of connected CRM represents a systematic way to identify, serve and retain high-value customers better than competitors by delivering customer interactions that improve financial results, create competitive advantage and drive shareholder value.
In this session, Williams introduces the skills necessary to implement a connected CRM strategy, which is built upon an organizational commitment to customer-centricity. The integration of these skills enables marketing strategies that maximize the value of the customer portfolio.
David is a frequent contributor to the Forbes Magazine blog, and has served on the Direct Marketing Association board of directors. In addition Mr. Williams is the president and CEO of Merkle Inc.
HOW DO I FINANCE MY BUSINESS?
You have a great idea for your business and you have found the best place to locate it. You know who will buy your product or service and you know who your competitors are. But starting and running your business is going to take cash, possibly a lot of cash.
How much money do you need?
If you do not know exactly how much money you need, then no-one is going to lend anything to you. And nor should they, because it means that you have not thought through your business plan properly. Without enough working capital, your business' vital functions will fail. It won't be able to meet its daily requirements for living, such as purchasing supplies, paying rent, and paying salaries. The Business Plan includes a section about Financial Matters. Within this section, you will tabulate financial data and projections related to your business. Based on the estimated projections contained within your Business Plan, you will be able to determine how much money you will need, both to start your business, and to keep it humming.
Sources for your business
Personal sources include: savings accounts, insurance policies, stock and other investments, second mortgages, and donations from friends and relatives. Note: You will probably need to provide at least 20% of what you need from personal funds if the needed funds are coming from a bank.
Remaining sources for business
1) Debt. Debt is a loan made to you or your business. Sources of debt lending include banks, credit unions, federal lending programs and state financing programs.
2). Equity. Equity is ownership rights and privileges in your business that you give away in return for capital. Businesses seeking this type of financing must become a Partnership, Corporation or Limited Liability Company.
3) Alternative Funding. Alternative means of funding include: suppliers who provide concessions, such as extended payment periods and discounts; and grants.
*note: Grants, for the most part are only available for non-profit organizations.
Using film to tell your business story allows you to convey a much richer account with words or pictures alone. Why? Find out more in this short ebook.
Workshop at TiE Bangalore.
Whenever a business is established, it either explicitly or implicitly employs a particular business model that describes the architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit: it thus reflects management's hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit.
This workshop will help entrepreneurs identify and validate their business model - which is a basis for a sound business plan. It will combine theoretical inputs with hands-on work, enabling experiential learning and validation of concepts introduced.
Concepts such as "Business Model Canvas" and "Minimum Viable Product / Service" will be explored. And participants will have an opportunity to use these techniques in developing and evolving their own business concepts.
If you are an entrepreneur looking at validating your business idea, or looking at scaling your business you could gain from this workshop. Also if you are a manager managing a business in an enterprise and want to expand or diversify you will have many take away's for your need.
Take away's from the workshop:
Development of an initial business model
Understanding of what constitutes the "Minimum Viable Product / Service" for the business
Validation / refinement of the business model with actual customer feedback
Develop foundation for a sound business plan.
5 Ways to Transform your Digital Content into Valuable Digital AssetsNuxeo
Hear from the DAM experts at TBWA, a leading international advertising agency, and learn how they put their digital assets to work by leveraging the Nuxeo Platform for digital asset management.
Watch the webinar on demand: http://www.nuxeo.com/resources/tbwa-manages-global-digital-media-with-nuxeo/
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
7. 1. Importance of 1st Customer DohertyWhite
Getting to your first customer should be priority #1
They’re the reference point for all other customers.
Help You Resolve Business Issues Help You Resolve Technical
Demonstrate demand Issues
Show you can run a business Features
Show you can handle customers Integration to other systems
Cash Deployment
Pricing Support
How to sell
How to market
How to install
Fail early, fail cheap
Learn fast and iterate through to next version /customer
8. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
10. 2. Who to target? DohertyWhite
• Who is your ideal pilot customer?
• Someone you know ?
• Personal or professional contacts?
• Profile of first pilot - what is their
• Industry?
• Type of Organization
• Role(s) - Personas?
• Do you know any individuals who fit? Can you prepare a list of names?
• Could you get me a list of email addresses? E.g. Business.ie
11. 2. Who to target? DohertyWhite
Characteristics you look for in pilot customers ...
Making product work Referencability
Trust Big company
Cooperation Well known
Flexibility Provide case study
Workthrough teething issues
Do they need to be technically capable?
Do they have to have a budget?
Authority – do your contacts need to have seniority?
Remember, you may need to convince more than one person at a
target organization...
12. 2. Who to target? DohertyWhite
• Create “Personas” for your top 3 target customers
• They are “archetypes” representing 80% of your target visitors
• Use them as way to describe and understand those customers
Oscar Nora Liam
Role: Sales manager Role: Marketing manager Role: IT manager
Organization: SME Organization: multi-national Organization: SME
Age: 45 Age: 32 Age: 31
Goals: have easy access to Goals: manage multiple Goals: reliability and
prospect information 24/7; get channels; drive awareness of availability; simplified
better quality leads; better the company; produce more architecture; security; cloud-
pipeline and better quality leads. based infrastructure
13. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
15. 3. Define Your Pitch DohertyWhite
Need it …
• When talking to prospects
• On your website
• On Landing pages
• In Email campaigns
• On Brochures
• In your PR
16. 3. Define Your Pitch DohertyWhite
For <target customers>
Who are dissatisfied with <current market alternative>
Our product is a <new product category>
That provides <key problem solving capacity>
Unlike <the main product alternative>
We have assembled <key ‘whole product’ features for your
product’s specific area of application>
17. 3. Define Your Pitch DohertyWhite
Value Propositions
• From the outside, a lot of products and services look the
same to their potential customers.
• The more complex the product or service, the harder it is
for buyers to understand how to differentiate between
the available options.
• You have make it easy for buyers to quickly understand
how you can help them and why you are better than
your competitors.
• You do this by defining a clear and compelling Value
Proposition aka your pitch
18. 3. Define Your Pitch DohertyWhite
Other elements that our customers value – easy to do
business with, reliable, innovative, thought leaders,
trustworthy
The way we deliver our product or and service, our skills
and expertise
The Service
The Product
19. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
21. 4. Product Launch Plan DohertyWhite
Objectives Time-boxed Actual vs. Planned
“Who” - Target buyers Targeted Objectives delivered
“What” - Value Monitoring Input to next period
Proposition Integration
“Who else” -Competitors Repetition
Route to market
“How” - Select activities
22. 4. Product Launch Plan DohertyWhite
Website
Personal Network
Professional Network
Email
Google ads (PPC)
PR
23. 4. Product Launch Plan DohertyWhite
• Multi-touch promotion
• Synchronize your
Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk 9
activities so Wk11 lead 12
Wk10
they Wk
1 Activity 1 up to one point e.g. a
launch event
2 Activity 2
3 Activity 3
4 Activity 4
5 Activity 5
6 Activity 6
7 Activity 7
8 Activity 8
9 Activity 9
10 Activity 10
23
24. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
25. 5. Website DohertyWhite
•Explains how to make sites more usable.
•Helps you avoid basic errors.
•Main message - when we look at a web page it should be obvious, self-
evident. Don’t use text, graphics or layouts that cause unnecessary
delays or confusion.
•If you follow Steve Krug’s advice you have a better chance of steering
visitors to what you want them to do and see.
26. 5. Website DohertyWhite
Purpose of Website
•To generate sales leads
•To generate sales
Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals
27. 5. Website DohertyWhite
• Call To Action – understand what that means
• Encourage sign-ups – use home page, all internal pages
• Understand search patterns – use Google keyword tool so you can
identify phrases to target
• Use Landing Pages for your recruitment campaigns
28. 5. Website DohertyWhite
Top 10 Website Elements – rated “Important/Extremely Important
Description of service/products 87%
Which Industries You Serve 78%
Success stories / case studies 73%
Professional website design and presentation 69%
About us / biographies 64% 87%
Client list 64%
Online resources/content (white papers etc.) 60%
Video or online presentations 57%
News items 47%
Podcasts or audio content 40%
Source: “How clients buy 2009 Benchmark Report”, RainToday
31. 5. Website DohertyWhite
Example
landing page
layout
32. 5. Website DohertyWhite
Convince them to
Bring people Persuade them Persuade them to
renew each year –
(traffic) to to sign-up for a pay for your
retain your
your website Free Trial service
customers
Traffic Conversion Subscription Retention
Traffic Conversion Subscription Retentio
n
33. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
34. 6. Personal Network DohertyWhite
Mr. Big
Who do you know that will get you to Mr. Big?
35. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
36. 7. Professional Network DohertyWhite
• Associations e.g. IMDA, Irish Hotel Federation, SFA
• Professional Bodies e.g. Institute of Chartered Accountants
• Chambers of Commerce
• Women in Business
• University Alumni Association
• LinkedIn – groups, alumni, business associations
• Facebook ?
37. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
38. 8. Email marketing DohertyWhite
• Use an email service provider – Mailchimp, ConstantContact etc.
• Build your list – a list of emails from your target group
• Design your email so it looks professional
• Offer either (1) Pilot sign-up or (2) content e.g. a White Paper
• Or carry out a survey e.g. “Your use of Technology X”, offering something in return
• When someone clicks, bring them to a landing page
• Plan what your response should be – phone call, email, other ..
39. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
41. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
42. 10. Pay-per-click ads DohertyWhite
Your ad here
These kinds of ads are called “Pay per click” – get them on Google and Bing
How it works – tell Google that if someone searches on “phrase” they are to show
your ad; if someone clicks on your ad, then they are brought to a Landing Page
You only pay when someone clicks; you know in that case that they were
searching on a relevant term for your business
Keyword selection – find all the relevant words and phrases
Write your text ad - offer “Free sign-up, this month only”
Bring visitors to specially designed Landing page
When they register, think through the follow-up e.g. Email, phone call ...
Store the contact details ! OnePageCRM, ZohoCRM, your email system, Excel ...
43. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
44. 11. PR DohertyWhite
PR is free, and really effective
But ... to get coverage means you have to write something interesting and/or local
Can issue a press release publicising your new product
Or could promote a seminar, or a product launch
Or you could carry out a survey and then publicise the results
45. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
46. 12. Sign-up Process DohertyWhite
Follow-up all leads within 24 hours
It’s in your interest to get them to sign-up so make an effort
Help during sign-up and test – use webinars, even call round for the first few
Do not let them work it out for themselves
Provide someone for them to contact 24/7 – these are your pilot customers so it’s worth it
Be prepared for a “4 touch” cycle – email, phone, email, email ...
Record what you are doing – it can quickly get confusing
Sketch out a workflow diagram showing how it should work
47. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
48. 13. Conversion DohertyWhite
Are they using your product?
If you take it away will they miss it?
Can they see the value they obtain e.g. Money saved, time saved, revenue generated?
What will it take to get them to buy?
How does your pricing compare with comparable systems?
Does someone else need to sign-off on the purchase?
How do you know they understand the value?
How do you test pricing?
Big difference in saying “would be interested” versus providing credit card details
Can you handle a card payment?
49. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4
50. 14. Referral DohertyWhite
Starting point – you have your first happy customer
Will they give you a referral
Why would they give you a referral?
Can you incentivize them? E.g. 6 months free for every new customer?
Can you offer something else?
Value of offer should relate to value of customer e.g. If new customer worth 1k per year,
what “commission” will you offer to referrees?
Examples: Perlico, ConstantContact, the Ecomist, Blueface ...
51. Contents DohertyWhite
Scenario Time
1. Intro – Why your first customers are so important 10 -10.30
2. Who to target 10.30 – 10.45
3. Define Your Pitch 10.45 – 11.15
4. The Product Launch Plan 11.15 – 11.30
5. Website 11.30 – 12
6. Personal Network 12 – 12.15
7. Professional Networks 12.15 – 12.30
8. Email Marketing 12.30 – 1
9. Lunch 1-2
10. Google Ads 2 – 2.30
11. PR 2.30 – 3
12. The Sign-up Process 3 – 3.30
13. Conversion Process 3.30 – 3.45
14. Referral Process 3.45 - 4