Sucool Teknopark Istanbul start upmarketing roadmap-togetfirst100customersonboard-140713125701-phpapp01

1. START-UP MARKETING
A QUICK GUIDE FOR STARTUP FOUNDERS
b
GET YOUR
FIRST 100 CUSTOMERS
Shiv Shankar M S
Co-founder of Waybeo (bounzd.com)
Twitter: @shiv_waybeo
All Rights Reserved

2. WHAT MOST START-UPS WANT TO BUILD

3. WHAT THEY SHOULD BUILD FIRST?

4. EVENTUALLY BUILD THIS

5. IDEAL START UP LIFE CYCLE
IDEA
CUSTOMER VALIDATION
CUSTOMER DISCOVERY
MINIMUM VIABLE PRODUCT
FIRST 100 CUSTOMERS (INNOVATORS & EARLY ADOPTERS)
CROSSING THE CHASM (SELLING TO EARLY MAJORITY)
SCALE, GROW AND SUCCESS
PRODUCT-MARKET FIT

6. PRIOR TO MARKETING - 2 MUST READs
#1 UNDERSTAND THE TERRAIN

7. PRIOR TO MARKETING - 2 MUST READs
#2 Positioning your Product

8. STARTUP MARKETING IN 3 LINES
#1 BUILD A REMARKABLE PRODUCT
#2 MARKET THE PRODUCT TO PASSIONATE INFLUENCERS
#3 BUILD A COMMUNITY WHO WILL PROMOTE TO THE MAJORITY

9. HOW TO GET YOUR FIRST 10 CUSTOMERS
WHEN YOU LAUNCH(MVP)?

10. THE PRODUCT IS
THE MARKETING
BUILD YOUR PRODUCT THE LEAN WAY.
ONCE YOU BUILD THE MVP YOU WILL HAVE MINIMUM 10 CUSTOMERS IN HAND
IF NOT YOU MIGHT HAVE DROPPED THE IDEA.
FOLLOW CUSTOMER DISCOVERY MODEL

11. MAKE A REMARKABLE PRODUCT
– RUNNING LEAN

12. CUSTOMER DISCOVERY
Must Read (A sea of free tools and tips for founders):
http://steveblank.com/tools-and-blogs-for-entrepreneurs/

13. CUSTOMER DISCOVERY

14. CUSTOMER DISCOVERY

15. What do you do in a day?
What other products do you use?
What kind of a person are you?
What do you love? Hate?
What sites/pubs/newsletters do you read?
What events do you attend?
When do you do your email?
Who do you look up to?
Who/What do we compete with?
If we didn’t exist, what would you use?
Describe what we do.
How do you measure the value we provide?
How do you describe the benefit of what we do?
What market are we in?
How did you know you needed something like our solution?
What triggered your search for a solution?
Was there anything that would have stopped you from making the purchase?
Did you make a short list? Who else was on it?
What were your short list and purchase criteria?
Did you do research before you bought? Where?
Did you talk to anyone before your decision to buy?
Who else was involved in the purchase? How?
Who Are They?
How do They View the Market?
How do They Buy?
CUSTOMER DISCOVERY – questions you ask

16. CUSTOMER DISCOVERY – The Canvas

17. CUSTOMER DISCOVERY
TAKE A MINIMUM OF 100 INTERVIEWS BEFORE LAUNCH
They all did like this in the Lean Way
AirBNB, FlipKart, Mint, Redbus

18. ON LAUNCHING MVP YOU WILL
•Know the pain/problem customer is facing
•Know WHO IS YOUR CUSTOMER – Buyer Persona?
•Know The worth of your solution
•Know Their Willingness to pay
•Find Product-market fit
•Find the Key Value proposition
•Have 10 early Stage Customers
•Find Customer Group that is large enough to build a scalable and repeatable business model.

19. So Ready to start marketing &
Get the first 100 Customers on board?

20. But, STARTUP MARKETING

31. BUT IT DOESN’T WORK THAT WAY!
A few tips to follow to reach 100 customers

32. 100 Customers
300 Free Trials
700 Sales proposal
1000 Sales Accepted Leads
1500 Marketing Qualified Leads
10000 Prospects
Understand Success Metrics
#1
Your marketing must contribute to this funnel

33. #2
Do it Yourself. Don’t Hire a Marketing VP
Atleast till you reach $100K in revenue

34. Find the Early Adopters.
#3
Try to List atleast 1000 of them Yourself

35. #4
Go to your Customer Capital
TIP: Sell it for FREE to the leaders in your target segment in every new segment/location

36. #5
Don’t Waste Resources
Don’t spend time, energy and money on anything that is not directly impacting your sales and revenue

37. #6
Ask for Help! People Do Love to Help, if asked
References from other people are the best source of leads always!

38. #7
Build a Community!
Of Enablers, End Users and Purchasers

39. #8
Any PR is good, if its FREE.
Analyse the sales impactness of a Paid PR Campaign before jumping into it.

40. #9
In Today’s Marketing
Courage is more important than Experience
Try any new marketing strategy, if it excites you, but to a limited test audience.
If it works, it will be one of your best blog posts in the future.

41. #10
Don’t Exhibit at Events,
unless you are speaking
But do attend events where your Customers come. If No Money to register… Feel Free to Try Gate Crashing! All you need is a one time investment for a blazer…

42. #11
Content Marketing (Inbound)– The Free Stuff
Create Contents that your Community Loves.
Identify it from the Sales process
Each Content you create should add something to the sales funnel.

43. #12
Pay for Good Design & Content
It will pay you back for sure.

44. #13
Social Selling Works Wonders
60% of our Sales happened this way
Linkedin and Twitter can give more than what you think.
Must Read: 42 Linkedin Sales Tips by Insidesales.com http://linkedinsite.files.wordpress.com/2014/02/42-linkedin-tips.pdf

45. #14
The Ideal Flow (B2B)
0
10
20
30
40
50
60
70
80
90
100
No: of Customers
Founder Selling on the Ground
Field Sales on Customer Capital
Inside Sales & CRM Automation
Set the basics for marketing automation

46. #15
Learn Lead Scoring & Lead Nurturing
You won’t get your early adopters, if you don’t know How to do this.

47. Don’t be a Jack Ass Marketer
#16

51. This is What Google Search Can’t Answer You!
There are only 2 things You need to Know

54. That’s All Friends!
Thank You
Twitter: @shiv_waybeo
Email: shiv@bounzd.com
(www.bounzd.com)
All Rights Reserved