SlideShare a Scribd company logo
Go to market
Don´t expect the market
to come to you
This is us
The marketing machine
Creating digital
relationships
Leads to better
business
Go to market
strategy for start ups
The obvious
Buyers are digital
Buyers have the power
All information is available
Product focused
MVP
Launc
h
Tractio
nUser
acquisiti
on
Marc Andreessen
Founder Netscape & VC
Andreessen Horowitz
Basically
If the only thing you have
to offer is you product…
…you are fukced
Traction focused
Tractio
n
Launc
h
MVP
Core
purpos
e
Expan
d
50/50
What do you believe?
What’s your cause?
Core
purpose
Start with why
Simon Sinek
Passion
Competence
Values
Traction
Describe your
potential market
To whom are you relevant?
What is important to them?
Focus on Personas
Understanding personas
Persona insight
Marketing that adds value and delivers an
experience
Relevant content
+
Traction channels
Targeting blogs
Targeting podcasts
Publicity
Unconventional PR
SEM
Social and display ads
Offline ads
SEO
Email marketing
Engineering as marketing
Viral marketing
Business development
Sales
Affiliate programs
Existing platforms
Trade shows
Offline events
Speaking engagements
Community building
How should
you work the
best of the
best?
What is possible?
What is probable?
What is possible?
Brainstorm through all channels
Formulate at least one concrete
strategy for each channel
Prioritise a couple
What is probable?
Run simple tests
Cost of acquisition
Reach (# of customers)
Strategic fit of customers
Measure
Your core channel
Invest time and money
Measure
Run A/B tests
Optimize strategy
Exemple podcast
Content Traction channels
What works for you?
Know
your why
Be
relevant
to your
buyers
Work
your core
traction
channel
Success factors
Buyer focus
Continuity
Test - learn - change
Traction focused
Tractio
n
Launc
h
MVP
Core
purpos
e
Expan
d
50/50
Subscription based
Unaware
prospects
Fans
Premium users
Forever
customers
Free users
Hangarounds
Produce and
promote content
Evangelize
Community
management
Support
Premium
support
Launch!
Reads
Likes
Shares
Feedback
Content
Feedback
Content
Revenue
Content
Recurring revenue
Understanding personas buyers journey
Expan
d
The digital B2B buyers journey
A
Investigate
B
Evaluate
C
Choose
70%
!
The result
Fan base
Business opportunities
Talent attraction
Established brand
Market presence
Authority
Validation of offering
Next step
Lets do lunch or coffee and talk some
more.
anders.hermansson@businessreflex.se
lars.dahlberg@businessreflex.se
Don’t be a stranger!
www.businessreflex.se

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Startup go to market strategy

Editor's Notes

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  3. Hur väl känner ni era köpare egentligen? Vet ni varför dom köpte? Vet ni vilka som påverkar ett köp Vet ni vad som driver era köpare i deras vardag? Osv
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  5. AH 2 Any one of these that you have not seen? Any one important that i have missed
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  7. LD Hur går det till Något triggar att man börjar vilja agera på en möjlighet eller en affärsutmaning. Ofta en digital input. Undersöker på många olika sätt Sök har utvecklats Finns många alternativ till sök Blandar in andra som också jobbar digitalt Hittar lösningar Utvärderar Beslutar Om lösning och leverantörer man tror på. Undersöker dessa djupare. Varför? Effektivt sätt att köpa Kan styra själv Slipper träffa människor Effektvit om man sitter på olika orter. Bra beslut Man har gjort det och gillade upplevelsen.
  8. AH
  9. LD Hur går det till Något triggar att man börjar vilja agera på en möjlighet eller en affärsutmaning. Ofta en digital input. Undersöker på många olika sätt Sök har utvecklats Finns många alternativ till sök Blandar in andra som också jobbar digitalt Hittar lösningar Utvärderar Beslutar Om lösning och leverantörer man tror på. Undersöker dessa djupare. Varför? Effektivt sätt att köpa Kan styra själv Slipper träffa människor Effektvit om man sitter på olika orter. Bra beslut Man har gjort det och gillade upplevelsen.