SlideShare a Scribd company logo
✌
How to bring a product to market
          Venture Hacks
With Sean Ellis
startup-marketing.com
      @seanellis
Outline: Before fit

1.    Half the marketing battle is the product
2.    Must-have products make marketing easier
3.    How PayPal built a must-have product
4.    Understand the must-have users
5.    How to get to product/market fit
6.    How not to get to fit
7.    Should I launch?
8.    You can't set a deadline on fit
9.    How to communicate with the board during fit
10.   How to use positioning to improve fit
11.   It's frustrating to try to grow with low fit
12.   How many users do you need to determine fit?
13.   Who do you survey?
14.   What is promise?
15.   Don't over-position your product during fit
16.   Pivot the business around the love
17.   Focus the business on the love
18.   Create a great experience around the love
19.   Create a business model around the love
20.   First find the love
21.   Are recommendations a good indicator of fit?
22.   The must-have metric is a good indicator of fit
Outline: After fit

1. What comes after fit?
2. Prepare for growth
3. a) Put the metrics in place
4. b) Optimize the funnel
5. c) Optimize the messaging
6. Prepare for growth as quickly as possible
7. Remove bottlenecks to preparing for growth
8. Preparing for growth is not a low-burn period
9. Preparing for growth doesn't require growth
10. Use a business model to grow quickly
11. Grow and create new channels
12. Nail the first user experience while preparing for growth
13. Leave no room for the competition
14. Marketplaces are an exception to this model
15. Why Sean decided to focus on startup marketing
16. Just scratching the surface
Half the marketing battle is the product
Must-have products make marketing much easier
How PayPal built a must-have product
Understand the must-have users
How to get to product/market fit
How not to get to fit
Should I launch?
You can't set a deadline on fit
How to communicate with the board
           during fit
How to use positioning to improve
               fit
It's frustrating to try to grow
          without fit
How many users do you need to
        determine fit?
Who do you survey?
What is promise?
Don't over-position your product
           during fit
Pivot the business around the love
Focus the product on the love
Create a great experience around the love
Create a business model around the love
First find the love with customer development
Are recommendations a good indicator of fit?
The must-have metric is a good indicator of fit
What comes after fit?
✌
       Get more startup advice
 Venture Hacks              Sean Ellis
venturehacks.com     startup-marketing.com
 @venturehacks             @seanellis

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How to bring a product to market

  • 1. ✌ How to bring a product to market Venture Hacks
  • 3. Outline: Before fit 1. Half the marketing battle is the product 2. Must-have products make marketing easier 3. How PayPal built a must-have product 4. Understand the must-have users 5. How to get to product/market fit 6. How not to get to fit 7. Should I launch? 8. You can't set a deadline on fit 9. How to communicate with the board during fit 10. How to use positioning to improve fit 11. It's frustrating to try to grow with low fit 12. How many users do you need to determine fit? 13. Who do you survey? 14. What is promise? 15. Don't over-position your product during fit 16. Pivot the business around the love 17. Focus the business on the love 18. Create a great experience around the love 19. Create a business model around the love 20. First find the love 21. Are recommendations a good indicator of fit? 22. The must-have metric is a good indicator of fit
  • 4. Outline: After fit 1. What comes after fit? 2. Prepare for growth 3. a) Put the metrics in place 4. b) Optimize the funnel 5. c) Optimize the messaging 6. Prepare for growth as quickly as possible 7. Remove bottlenecks to preparing for growth 8. Preparing for growth is not a low-burn period 9. Preparing for growth doesn't require growth 10. Use a business model to grow quickly 11. Grow and create new channels 12. Nail the first user experience while preparing for growth 13. Leave no room for the competition 14. Marketplaces are an exception to this model 15. Why Sean decided to focus on startup marketing 16. Just scratching the surface
  • 5.
  • 6. Half the marketing battle is the product
  • 7. Must-have products make marketing much easier
  • 8. How PayPal built a must-have product
  • 10. How to get to product/market fit
  • 11. How not to get to fit
  • 13. You can't set a deadline on fit
  • 14. How to communicate with the board during fit
  • 15. How to use positioning to improve fit
  • 16. It's frustrating to try to grow without fit
  • 17. How many users do you need to determine fit?
  • 18. Who do you survey?
  • 20. Don't over-position your product during fit
  • 21. Pivot the business around the love
  • 22. Focus the product on the love
  • 23. Create a great experience around the love
  • 24. Create a business model around the love
  • 25. First find the love with customer development
  • 26. Are recommendations a good indicator of fit?
  • 27. The must-have metric is a good indicator of fit
  • 29. Get more startup advice Venture Hacks Sean Ellis venturehacks.com startup-marketing.com @venturehacks @seanellis