Presentation of Guy Kawasaki\'s "The Art of The Start" to LA2M, plus thought on current entrepreneurial opportunities in marketing. 3 Feb 2010

1. The Art of the StartGuy Kawasaki(And marketing entrepreneurship) Charlie Hammerslough Lunch Ann Arbor Marketing (LA2M) February 3, 2010

2. So, who is Guy Kawasaki? American 1954 Entrepreneur, Venture Capitalist Author, Blogger, Computer Marketing Pioneer, etc

3. Pioneered Product Evangelismfor High-Tech Products On the original marketing team at Apple for MacIntosh (1983-87) Created passionate user-advocates

5. Slideshare

6. Posterous

7. Tripwire

8. Visible Measures

9. ACIUS

10. Fog City Software

11. Truemors

13. The Art of The Start (2004): Core Premises Entrepreneurship is a State of Mind Next great new company in a garage Within companies bringing new ideas to life Starting schools, churches, not-for-profits A Totally Practical Guide Long on practical advice, little theory Entrepreneurship should be an elegant, artful undertaking

14. This “Review” Concentrating on the “Start of the Start” Highlight some useful suggestions A couple of opportunities I see for new marketing ventures

15. Why Do It At All? It’s hard. Financially: uncertainty. Emotionally: facing rejection, responsible for others’ jobs. Professionally: the work can be endless. According to GK, there’s really only one answer, which it took him 20 years to find.

16. To “Make Meaning” Not money, power, prestige, or even to have fun. For instance: Make the world a better place Improve quality of life Right a terrible wrong Prevent the end of something good “If my organization never existed, the world would be worse because _____.”

17. But HOW to start? Observe the world: what need improving? Think BIG Find a couple of “soulmates” for the journey Design different Use Prototypes as market research AND, how are you going to make money? (business model) Weave a MAT (Milestones, Assumptions, Tasks)

18. DemoMetrics:“But What Do You Do?” Original answer: “We use proven embedded real-time marketing predictive analytics in the call-center space to improveupsell and cross-sell from inbound call marketing opportunities. Our SaaS methodology continuously learns from agent-caller interactions to improve underlying models to make automated coaching suggestions to the agent about the best product to offer and the best verbal sales strategy to use …” Now, we just say: “To make calling customer service less annoying.”

19. Some Useful Suggestions on Bootstrapping Manage to Cash Flow, not Profitability Short sales cycle, piggy-back Recurring revenue Fills an obvious need, “auto-persuasive” Product markets itself Riding mega-trend Bottom-Up Forecasting What kind of revenue can we expect? “Ship, Then Test” (careful) Consider starting as a service business Understaff and Outsource Invest in the Big Stuff

20. Some Useful Suggestions on Partnering Do it for “spreadsheet” reasons To improve cash flow/revenue or reduce costs Not the wrong reasons (prestige, etc.) Buy-In at the Middles and Bottoms Single, dedicated resource in each partner Cut win-win deals that build on strengths, not cover weaknesses Work with “enabling” lawyers, not “preventers”

21. Some Possible Opportunities(In Marketing Ventures) Cross-Fertilization: Taking an idea from one area to another For instance, applying ideas from cultural anthropology to market research Or MarCom principles to social media Find niches where no “best practices” yet exist Social media wave yet to crest How to measure, monetize, integrate w/other marketing?

22. Some Possible Opportunities(In Marketing Ventures) “Envelope” Marketing Deliver traditional offers inside non-traditional wrappers Adapt and simplify big-company practices for small- to mid-size companies Social entrepreneurship For example, raising charity funds through Twitter Peer-to-peer transactional models, micro-finance (kiva.org) Crowdsourcing, crowdcasting

23. Some Possible Opportunities(In Marketing Ventures) Newsletters to make sense of it all Aggregate, simplify and create value Location-based geomarketing Find niches in the “Long Tail” Find markets by selling more of obscure items (Anderson, 2006) Virtual communities and social networks reach the long tail of consumers Applied behavioral economics

24. Ride the Big Waves

25. Convergence of:MarketingSalesPRproduct designThe rise of experiential Marketing

27. Virtualization of Experience In 2009, more people are on Second Life than are Farmers.

28. DIGITAL ETHNOGRAPHY & ANTHROPOLOGY del.icio.us

29. Your turn Thanks. Charles.Hammerslough@demometrics.com www.linkedin.com/in/chammerslough