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STARTUP MARKETING 101
Alex Barrera (@abarrera)
alex@press42.com

The young entrepreneur / David Kelly ©
HELLO MY NAME IS...

http://www.slideshare.net/press42

Alex Barrera (@abarrera)
What is an entrepreneur?

500px life / The photo flend ©
“
500px life / The photo flend ©

My son is now an 'entrepreneur.' That's what you're
called when you don't have a job.
Ted Turner
Entrepreneur’s world
EVERYONE?

Jungle Jim/ Steve Gubin ©
What is a STARTUP?

Boxfish, Live guide / Aidan C ©
4 INGREDIENTS

Seasoned salt ingredients / Lucy Vaserfirer ©
INVESTORS

Blue / Marcel Bakker ©
CEO
John / Stephen Caissie ©
Your boss
YOU
The multi-hat employee

Hats / Sergio Trentin ©
PRODUCT CYCLE

The unexpected / Nino Shisano ©
PRODUCT BUILDING

Lunchtime atop a skyscraper / Martin Cauchon ©
Lean startup cycle

IDEAS
Learn

Build

DATA

PRODUCT

Measure
Marketing plan
Dreams of new explorations / Marco Soggetto ©
NO PLAN
San Fermin, sweat & wine / Jordi Cohen ©
We can do it / Filippo Giordano ©
How do we validate hypothesis?
exploraTIOn
How do we validate hypothesis?

exploraTIOn: techniques

1. Observation
2. Recreation of the problem
3. Interviews

L’il explorer /Jie Alt’z ©
How do we validate hypothesis?

exploraTIOn: Record & measure

L’il explorer /Jie Alt’z ©
How do we validate hypothesis?

PITCH: Smoke test
Landing page
Email or call
Fake ad
Direct pitch
Kickstarter
How do we validate hypothesis?

PITCH: Smoke test
Money $$$
Intention letter
email addresses
Tweet
Time
Meeting
Use our API
How do we validate hypothesis?

Concierge
How do we validate hypothesis?

Wizard of Oz
MVP
Where do we fit?

Rocky Cain / Wired ©
Susan candy / Adrian Klein ©
Community manager

Phil Hyldgaard / Tanner Wendell ©
Pitching / PR

Susan Cain / Wired ©
GROWTH

Hackers / Barriotic Witch ©

HACKER
AARRR Metrics
A/B testing

Stairs to heaven / Artem Verkhoglyad ©
Metrics
(Global / User based)

Stairs to heaven / Artem Verkhoglyad ©
Email optimization

Stairs to heaven / Artem Verkhoglyad ©
Customer
experience

Stairs to heaven / Artem Verkhoglyad ©
Surveys

Stairs to heaven / Artem Verkhoglyad ©
THANK YOU!
Alex Barrera (@abarrera)
alex@press42.com

http://www.slideshare.net/press42

Alex Barrera (@abarrera)

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Startup Marketing 101