Speaking on Marketing Strategy for Startups as a part of 'Shaping the Future' course by MakerSpace Lviv.

1. Marketing Strategies
for STARTUPS
Наталія Дьомова / Natalie Domova
Feb 2018

2. Introduction
❖ 7 years in Marketing for IT (European & US
markets)
❖ Hands-on to strategic perspective
❖ All things content & PR
❖ Video & infographics, too:)
❖ Key areas: B2B, content, PR, business
development, thought leadership, market
analysis, etc.
https://www.facebook.com/nataliya.diomova
https://www.linkedin.com/in/nataliediomova/

3. Business Strategy vs Marketing Strategy

4. Marketing Strategy
Aligns with Business Goals
Considers the Brand
Starts with Market Analysis
Focuses on Value Proposition / Differentiations
Data Driven
Mixes a set of choices into unique match for your business

5. Goals: Lead-Gen vs Branding
❖ Number of
leads
❖ Traffic growth
❖ Conversion
❖ ...
❖ Number of fans /
followers
❖ Awards
❖ Media mentions
❖ ...
Lead
Generation Brand
Recognition

6. Mission and Vision: Present vs Future
Mission:
‘Inspire and develop the builders of tomorrow’
Vision:
‘Inventing the future of play’
https://www.lego.com/en-us/aboutus/lego-gro
up/mission-and-vision

7. Values

8. Select and Mix

9. 4Ps, 7Ps, 4Cs
❖ Product
❖ Price
❖ Place
❖ Promotion
❖ People
❖ Process
❖ Physical Evidence
❖ Consumer wants and needs
❖ Cost
❖ Convenience
❖ Communication

10. Blue Ocean vs Red Ocean

11. Partnership vs Competition

12. Inbound vs Outbound

13. Existing Accounts vs New Customers

14. Internal vs External Influencers

15. a) Internal Content vs External Content

16. Digital vs Traditional vs Guerrilla

17. Paid vs Organic

18. Long Term vs Short Term

19. Developing Marketing Strategy
❖ GOALS ->
● RESEARCH ->
● FOCUS ->
● BUDGET - >
● DEADLINES ->
• EXECUTORS - >
• TRY OUT, VALIDATE, PIVOT!

20. Strategy for Startups
❖ Strong identity
❖ Organic & ‘word of mouth’
❖ Your employees are your experts
and influencers
❖ Use your advantages as a small
company: agility, speed, innovation
❖ Fail fast, fail forward

21. INDIVIDUAL WORK
- create your Marketing Strategy:)

22. Thank You!