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Marketing your Startup
- 1. Marketing your Startup Howto be heard above the noise
- 2. Q1: What doyou want to be? • Lifestyle Business – Local market, not obsessed with growth – GLC’s -- “Great little companies” • Niche – Large Geographic footprint, narrow customer profile • High Potential Startup – Large global market, fast growth potential
- 3. Innovationortechnology Business Model orMarket Existing New ExistingNew Highly Disruptive Q2: Are you disruptive? NEW technology and NEW market
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- 5. Types of Startups Innovationortechnology BusinessModel or Market Existing New ExistingNew Disruptive Existing solution made faster or cheaper New technology, traditional delivery Old concept, new market
- 6. Innovationortechnology Business Model orMarket Existing New ExistingNew Five Minute Activity Disruptive Existing solution made faster or cheaper New technology, traditional delivery Old concept, new market Pick a Category: 1. Sports 2. Media & Entertainment 3. IT – Software or Hardware 4. Transportation 5. Consumer Products
- 7. How does thisrelate to Marketing?
- 8. Marketing Strategy Innovationortechnology Business Modelor Market Existing New ExistingNew Highly Disruptive Existing solution made faster or cheaper New technology, traditional delivery Old concept, new market Easier to get noticed Harder to get noticed
- 9. What we’re goingto talk about… 1. The Basics – be present 2. The Message – something to talk about 3. Going Guerilla – do something creative
- 10. Phase 1: TheBasics (must haves) • Logo • Website • Business Cards • Brochures or handouts • Social Media
- 11. Logo • Will beyour most recognized asset • Not permanent • More on this in other sessions
- 12. Websites – Domainnames… • Tips to get what you want – Remove vowels – Add an “AZ” – .co is more common – Look at the other countries extensions • .as .cc .er .la .ly .ne .vc • Shorter is better
- 13. Do it yourselfwebsites… • Wordpress, Wix, SquareSpace, many more… • Squarespace – pretty easy to use, starts at $10/mo. • Ask around… • Doesn’t have to be elaborate, but it has to be there.
- 14. Brochures • Having agood 1-pager (tech companies) • Get input • Get help • Stay tuned for the 4pm class on Graphic Design
- 15. Social Media • Linkedin,Facebook, Twitter, Pinterest • Use it but don’t over-do it • Leverage your contacts – get the “Likes”
- 16. Phase 2: Somethingto talk about • Press Releases • Spam • Your pitch deck • Crowdfunding • Trade shows, Competitions, Events • Specials and Promotions
- 17. Press Releases • What’sNEWS worthy??? – If you are truly disruptive then you have a story – If not, you are an advertiser and they want you to buy an ad • Do it anyway and put on your website – You are building your history • Pay services and free services. – http://mashable.com/2007/10/19/press-releases/
- 18. Email Campaigns • Mailchimp,Constant Contact • Use it don’t abuse it • Can be effective when used with other media • You need to build a contacts database • Always ask permission
- 19. Your Pitch Deck •25 pt font & 25 words per slide maximum • More visuals less text • 10 slides – 10 minutes 1. Title Slide/Overview/Elevator Pitch 2. Problem 3. Solution 4. Team 5. Business Model 6. Market 7. Competitive Advantage 8. Marketing and Sales Strategy 9. Roadmap and Milestones 10. Financial Information
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- 23. Awareness activities --Breezing Supporting their Indiegogo campaign
- 24. Phase 3: GoingGuerrilla… • Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.
- 25. • Specifically gearedfor the small business and entrepreneur. • It should be based on human psychology • Forget about the competition and concentrate more on cooperating with other businesses. • Guerrilla marketers should use a combination of marketing methods for a campaign. • Use current technology as a tool to build your business. • Messages are aimed at individuals or small groups, the smaller the better. • Commit to your campaign. Use Effective frequency instead of creating a new message theme for each campaign. Principles of Guerrilla…
- 26. Guerrilla ideas –ASU Edson Campaign
- 27. Guerrilla ideas –Arizona Pro DJ’s
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- 29. Conclusion • Look likea real company • Put together a plan • Use multiple strategies • Use one strategy to boost another strategy • Be creative • Get input • Listen to the customer
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- 31. Thanks! Wiley Larsen Venture Manager ASUEntrepreneurship & Innovation wiley.larsen@asu.edu
- 32. References • http://www.cloudave.com/1129/the-four-quadrants-of-innovation-disruptive-vs-incremental/ • http://en.wikipedia.org/wiki/Guerilla_marketing •http://www.sitepoint.com/forums/showthread.php?388271-Complete-List-of-Domain-Extensions • http://mashable.com/2007/10/19/press-releases/ • http://www.foresightst.com/learning/ • Robinson, David C. Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global Toy industry, 2013
Editor's Notes
- #5 Lego began making interlocking bricks in Denmark in 1949 – Patented in 1958 – I got my first set in 1977Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.
- #7 Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.
- #8 Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.
- #31 Lego began making interlocking bricks in Denmark in 1949 – Patented in 1958 – I got my first set in 1977Brooks is #3 in total US album sales, with 128M records sold, only outranked by the Beatles (177M) and Elvis (134M) according to the Record Industry Association of America. Took Country Music out of the Twang genre and into the mainstream. Opened the market to an entire generation and paved the way for a new breed of country musician.