2. MARKETING APPROACH
• Mentee.me revenue is driven by both direct to consumer as
well as through group licensing
• With that, marketing must be broken out into two
customer segments: our targeted average consumer as well
as our targeted institutions

3. “FIRST CUSTOMER” ADOPTION
• Consumers will be a difficult market to target without proven success in our
product
• Institutions will only invest in a proven product
• Given the above facts our “first customer” approach will require:
 Upfront investment and potential ‘freemium’ model
 From our research, consumers want a trusted and proven product – all our
marketing efforts will only share stories of success. This will further build our
customer base by ensuring consumers are buying into a proven product
 After an initial period of direct to consumer success and a proven market,
marketing efforts will shift to institutions. The shift to institution marketing will
require a much more significant investment and would only be considered
once consumer demand has been proved.

4. LONG TERM MARKETING STRATEGY
• While Google Adwords and Facebook ads may drive some traffic to our
product from consumers, we feel most of our revenue would be driven by
institutions – not a demographic reached by these two mediums
• Our approach would be to continue to share the stories of success being
experienced at other institutions. We feel this would drive a “me too”
attitude by institutions (For example: “Harvard’s doing this, we should be
too!”) in order to stay relevant with offerings being made available to
students. This is especially critical as students push more of their career
planning to the web
• After an initial capital investment for our first consumers and subsequent
institutions, we would rely more heavily on word of mouth and our product
speaking for itself. After every transaction, we would insist upon direct
feedback from our customers, all easily viewed by potential customers and
institutions. It is our belief that web advertising is moving more towards
personal recommendations and reviews as opposed to straight SEO. If our
product can have positive feedback attributed to it on the web, the need for
significant marketing investment will diminish