Ideahack all-slides
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This document provides an overview of IdeaHack 2018 and discusses various topics related to developing startup ideas and landing pages. It begins by describing Forward Partners' approach to investing in early-stage ventures. Various sessions are then outlined on topics like developing empathy for customers, using lean canvases to outline startup ideas, prototyping, and getting customer feedback. Tips are also provided for creating effective landing pages, including focusing the message, using compelling visuals and calls-to-action, and assessing conversion metrics. The document concludes with a hypothetical demo of choosing a website building tool.
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Ideahack all-slides
- 1. IdeaHack 2018 SE PTE MBE R 2018
- 2. We are the earliest stage investor…in the world We reserve 2/3rds of our funds to support our companies through follow on rounds while our team supports them with project based work Follow ons Investing up to ~£1m in early stage ventures with them drawing on our product tech and growth teams Seed Investing £300-500k in solo founders and pre-product teams helping them to grow and scale FAST Pre Seed
- 3. Forward Partners: Capital + Talent
- 4. OUR COMMITTED TEAM OF TECH-PRODUCT-GROWTH EXPERTS IS WE ARE REINVENTING VCForward Partners’ portfolio companies execute better, faster and cheaper than businesses that raise from more standard investors
- 5. Greatest Hits PRE SEED SEED
- 7. Innovation is a mess
- 9. How to use the Lean Canvas to develop your startup idea
- 10. The Lean Canvas
- 11. The problem
- 12. Awesome Technical Domain Just Awesome
- 14. DEVELOP EMPATHY
- 15. 1. Try to solve the problem yourself
- 16. 2. Watch people solving the problem
- 17. 3. Get out of the room
- 19. Who do you speak to? 1. Hustle 2. Infiltrate 3. Pay
- 20. Personas
- 22. A canvas for Hard to get decent food delivered to you Want to serve takeaway customers but don’t want to manage deliveries JustEat Restaurant pickups Time poor city workers Offices for lunch Busy affluent families Time poor city workers
- 23. Focus
- 24. What’s your unfair advantage? Time poor city workers Offices for lunch Busy affluent families Time poor city workers
- 25. The solution
- 26. A canvas for Website and app for ordering from restaurants In restaurant ordering machine Uber style delivery drivers Order food from your favourite restaurants delivered to your door by our drivers. Order food from your favourite restaurants delivered to your door by our drivers. Posh Just Eat meets Uber
- 28. Prototype Code like crazyProduct Spine
- 29. The app
- 30. The app
- 31. Ecommerce
- 32. Ecommerce
- 33. Software
- 34. Software
- 36. A canvas for Paid advertising Offline advertising SEO Sales
- 37. Channels Paid ads Facebook ads Youtube ads Influencer marketing Twitter ads Linkedin ads Podcast ads TV advertising Radio Snapchat ads Sponsored content Content marketing Email marketing App store optimisation SEO Inbound/Outbound Sales PR Publications Flyering
- 38. Follow a system
- 41. Revenue, costs and metrics
- 42. A canvas for 20% commission on an order from restaurant £2.50 from customer for the delivery # Delivered orders # Deliveries on time Product Development Drivers on zero hours contracts Driver training Sales
- 43. A canvas for Hard to get decent food delivered to you Want to serve takeaway customers but don’t want to manage deliveries JustEat Restaurant pickups Website and app for ordering from restaurants In restaurant ordering machine Uber style delivery drivers Order food from your favourite restaurants delivered to your door by our drivers. Order food from your favourite restaurants delivered to your door by our drivers. Time poor city workers Offices for lunch Posh Just Eat meets Uber 20% commission on an order from restaurant £2.50 from customer for the delivery Busy affluent families Time poor city workers Paid advertising Offline advertising SEO # Delivered orders # Deliveries on time Product Development Drivers on zero hours contracts Driver training Sales Sales
- 44. Restaurants will use service and pay if we deliver for them We can scale the driver operations We can manage the driver logistics so it is efficient Critical Easy to test People want restaurant food delivered at home We can acquire restaurants, drivers and customers cost effectively
- 45. THE PITCH SE PTE MBE R 2018
- 47. A. TO GET INVESTORS, EMPLOYEES AND EVERYONE ELSE EXCITED
- 48. The Elevator For [TARGET CUSTOMERS] Who are dissatisfied with [THE CURRENT OFFERINGS IN THE MARKET] My idea/product is a [NEW IDEA OR PRODUCT CATEGORY] That provides [KEY PROBLEM-SOLUTION FEATURES] Unlike [THE COMPETITORS/COMPETING PRODUCT] My idea/product is [DESCRIBE KEY FEATURE(S)] Courtesy of Geoff Moore, Crossing the Chasm
- 49. The Problem XX % of people/managers/women/men/builders (i/e/ your target market struggle with/wish they had/are dissatisfied with Y or Z • They also hate this • They also want that The current people trying to solve the problem / who are responsible for the problem struggle to respond because of SOMETHING • Their problems are further compounded by SOMETHING ELSE This gap provides an opportunity for YOUR BUSINESS
- 51. The Solution Knowing the frustrations/product/gap in the market we have developed/are developing YOUR BUSINESS Solve the PROBLEM / meet the NEED by • A problem-solution feature • B problem-solution feature • C problem-solution feature Our business model is THIS and we’ll reach customers by doing THAT
- 53. The Market In 2017 in the UK: • X pounds were lost due to inefficiency This results in a market size of £££. Globally, that figure increases to £££. The market is growing too, carried by the following trends: • Mobile • Population growth By 202X, the market in the UK is forecast to be THIS BIG
- 55. The Competition Big Small Low-end High-end
- 58. The Team TARA • Speaks 10 languages • Has 2 PhDs in astrophysics • Was CEO of Facebook MATT • Speaks English fluently • Can add • Is plucky
- 59. WE ARE CHANGING THE WAY IN WHICH SOMEONE DOES SOMETHING We are raising £££ Thank you for reading & if you’d like to hear more get in touch matt@matt.matt
- 60. How to build a good landing page
- 61. Landing Page Purpose: Opportunity to synthesise your idea into something people can really understand.
- 62. Hone Your Message Put yourself in the shoes of a potential customer and answer the four following questions: • What is the product/service? • Why does it benefit me? • How can I trust it? • What should I do next? Figure out what copy and images convey that value.
- 63. Value Proposition A value proposition is a quality matched to a benefit (e.g. Uncomplicated Accounting Software) Seems easy but it’s where most landing pages fail to be compelling. Early stage startups need to be very clear on what their product/service is, but overtime you can move towards something more emotional.
- 64. Information Density Say a lot with a little - the more they must read, the less they’ll read in total. Every word on the page must exist for a reason. No sales fluff - avoid revolutionary, incredibly powerful, best-ever. 5 second test - show it to people for 5 seconds. They should be able to tell you what the product/service is.
- 65. Elements
- 67. Navigation Bar Company logo and site links Logo, links to key sections/pages and a CTA (e.g. sign up). The fewer links, the more your CTA stands out.
- 69. Don’t use vague stock imagery - this wont incentivise potential customers. Tap into people’s feelings. Compliment your hero copy. Hero: Image
- 70. Most important component. It must be descriptive whilst being concise - keep within 6-12 words. Litmus test: If the visitor reads nothing else, they’d still know who you are and why they should use you. Hero: Header
- 71. Now that people understand what you do, use your subheads to describe how. Keep subheads within 10-13 words. Hero: Sub-Header
- 72. Social Proof Conveys credibility A collage of logos showing off your most well known customers and/or press coverage. Goal: make it seem like everyone already knows about you, and to make the visitor surprised that they haven’t heard of you.
- 74. Benefits Pitching any product boils down to listing key values or benefits customers will receive once they purchase. Portray yourself as uniquely valuable. Address concerns and skepticism about this benefit.
- 75. Benefits: Title You should have a 3-5 word title describing specific benefit or value. Empower visitors to skip sections they don’t care about - reduces their labour and improves their focus on sections they do care about.
- 76. Benefits: Paragraph Ideally a maximum of three sentences. For complex benefits, you could use bullet points to dig deeper. Be incredibly specific - don’t use vague marketing copy. Be blunt. The more you can make the reader really feel the pain of their problem, the more likely they’ll convert.
- 77. Benefits: Image For the image, you might want to include: • A product screenshot • Professional photograph to demonstrate the benefit
- 78. Benefits: Narrative Construct and on-going narrative and tie each benefit back to the key value proposition in the hero section.
- 80. Call-To-Action (CTA) Laser focused, enticing people to convert Consists of two sections: its own header and a button
- 81. Call-To-Action: Header Second most important component to landing page optimisation. Summarises what the visitor gets from signing up and builds a sense of momentum by pushing them to the next step.
- 82. Call-To-Action: Button Text Single word (e.g. “Apply”). Short phrase (e.g. “Try now”) to describe what’s about to happen next. Address concerns the reader might have about how long the next step might take. Ask people what they expect to happen, and why they would not click it.
- 83. Call-To-Action: Design Text is responsible for getting visitors to take action. Design is responsible for getting them to notice it. Background colour should contrast the page’s dominant colours. Make it bigger than you think it should be.
- 84. Design
- 85. Design Design is becoming more and more important - increases trust. Consumer products - invest more time into the design. B2B products - see if anyone cares and invest more later. If the design is terrible but people still want it, you know you’re hitting a real pain point. Recommend creating landing pages through a visual design tool like Wix or Squarespace. They allow you to iterate quickly and avoid coding.
- 90. Assessing Conversion Track using any web analytics tools such as Google Analytics or Amplitude Bounce rate and time on site - bounce rate is normally high but it’s great if you can see people doing the thing you want them to do Full story - see videos of what people do
- 91. Task: Create a Landing Page Remember these four things: • What is it? • Why is it good for me? • How can I trust it? • What should I do next?
- 92. Website builder tools SE PTE MBE R 2018
- 93. HE AD OF ENGINEERING Leonidas Tsementzis @go ldste in
- 95. …what you build with those tools is what matters
- 97. Disclaimer!
- 99. DEMO:
- 100. How to choose Features Templates Ease of change Support
- 101. Thank you! @go ldstei n Leonidas Tsementzis