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Startup Marketing
- 2. MARKETING LEARN THE CHEMISTRY OF SUCCESS
- 3. MARKETING Do more than satisfying customers, you need to constantly AMAZE them.
- 4. MARKETING Opportunity Recognition Identify the market need/opportunity ★ determine the size ★ make sure there’s growth potential ★ is the market mature, too saturated, very fragmented
- 5. MARKETING Market Opportunity Analysis Total Available Market - how big is the universe Served Market Availability - how many can I reach with my channels Target Market - who will be most likely buyers TAM SMA TM
- 6. MARKETING Exploring Customer Segments Who are you building your value proposition for? What "jobs" do they want to get done? What "pains" do they want to solve and what "gains" to they want?
- 7. MARKETING Moor’s Technology Adoption Life Cycle innovators early adopters early majority late majority laggards techies techies visionaries pragmatists conservatives skeptics
- 8. MARKETING Moor’s Chasm innovators early adopters early majority late majority laggards techies chasm
- 9. MARKETING How to cross the chasm? Concentrate on one particular segment Study that segment Try to satisfy it’s needs 100% Which segment do a startup put it’s efforts on?
- 10. MARKETING Market Segments For B2C ★ Age ★ Gender ★ Income bracket ★ Brand loyalty For B2B ★ Industry type ★ Number of employees ★ Geography ★ Order size
- 11. MARKETING The Power of Segmentation Dog’s Role Segment Brand Price/100 gr. Dog as a substitute child? Super Premium Dog as a family member Premium Chum 8.7 pence Dog as a companion Moderate Pal and Bounce 6.4 & 7.9 pence Dog as an animal Economy Chappie 6.3 pence Reference: A. Ryans
- 12. MARKETING Pedigree’s Super Premium Strategy Target Market? - Intense relationships, own smaller dogs, older and urban females Benefits? - Very best product that can be bought, reassurance, confidence, leads to an enhanced relationship Name? - Mr. Dog (later Caesar) Product? - high quality ingredients, wide variety of flavors, special packaging Price? - 17.7 to 30.7 pence per 100 grams Advertising? - Dog bringing newspaper, slippers, etc
- 13. MARKETING Positioning Template Kawasaki’s Horizontal Axis FOR (target customer) WHO (statement of the need/opportunity) THE (product/service name) IS A (product category) THAT (statement of benefit - reason to buy)
- 14. MARKETING Positioning Template Kawasaki’s Vertical Axis UNLIKE (primary competitive alternative) OUR PRODUCT (statement of primary differentiation)
- 15. MARKETING Positioning Prior To Demand Creation
- 16. MARKETING Now you have a product/service?
- 17. MARKETING and want to SELL to the world
- 18. MARKETING but TRADITIONAL marketing do not work for startups
- 19. MARKETING ...simply because startups do NOT have MONEY
- 20. MARKETING WHAT a startup is supposed to DO then?
- 21. MARKETING Startup Marketing Strategy Build REMARKABLE product Market to passionate INFLUENCERS Build LOYALTY through community management
- 22. MARKETING Remarkable Product Your product is your marketing
- 23. MARKETING Remarkable Product “Something remarkable is worth talking about...It’s a Purple Cow… Remarkable marketing is the art of building things worth noticing right into your product or service.” Seth Godin
- 24. MARKETING Remarkable Product “A lot of times, people don't know what they want until you show it to them.” Steve Jobs
- 25. MARKETING Remarkable Product HOW to do it: - watch, listen, iterate - you are not astrologer, be an astronomer Acquisition Activation Retention Referral Revenue Problem Hypothesis & Test Keep or kill feature
- 26. MARKETING Market To Influencers Market to passionate INFLUENCERS - discover who they are
- 27. MARKETING Market to Influencers 10% influence the purchasing behavior of the other 90% Malcolm Gladwell The Tipping Point
- 28. MARKETING Market to Influencers Who do my customers listen to?
- 29. MARKETING Build LOYALTY Make your customers happy Treat them extremely well - rewards, small gifts, surprises, special attention Be a talk show host, not a preacher
- 30. MARKETING Build LOYALTY HOW Give a great experience Give customers a voice Engage the community Listen
- 32. MARKETING Use Your Personal Contacts group them be courageous - send them personalized message use MailChimp this is not spam personal contacts
- 33. MARKETING Use Twitter Lists twitter lists
- 34. MARKETING Use Facebook Lists Facebook lists
- 35. MARKETING Start Blogging be useful create interesting content - video, infographics, interviews 12/1 - useful/advertisement call to action Ex: mint.com/blog
- 37. MARKETING Prelaunch Sign Up invite people to join the waiting list social share - higher conversion 60% of sign-ups come from social share www.launchrock.com
- 42. MARKETING Something Crazy video - call to action at 30 sec gamification - use badges flash mobs - hard to organize, but can go viral Facebook App for the product pictures with cats outdoor, print
- 44. MARKETING TIME TO PRACTICE What makes your product REMARKABLE ? Who are the INFLUENCERS that can help you market your product? How are you building LOYALTY ?
- 45. PRODUCTIVITY