This document discusses user acquisition for startups. It emphasizes that companies must ensure their product and team are ready to handle new users before committing to an acquisition strategy. Specifically, it recommends: (1) making sure the product is bug-free and the customer experience is good, (2) having a detailed plan for onboarding customers across different platforms and metrics to measure success, and (3) hiring employees who understand their role in the acquisition process, both short and long-term. The document also stresses estimating the customer acquisition cost to inform the strategy.

1. USER ACQUISITION
ROAS Social Analytics
Organic Paid Content

2. PRESENTED BY
FAJAR WIDI
Digital Marketing
Specialist

3. IN ADVERTISING AND
MARKETING, USER ACQUISITION
IS THE TERM USED TO DESCRIBE
THE PROCESS OF BRINGING
NEW CUSTOMERS TO A
PARTICULAR BRAND, PRODUCT
OR SERVICE.

4. We all need to acquire new
customers to make our
products and businesses
work

5. But ask yourself: are you
really ready for more
customers? Is your team set
up to handle an influx of
users?

6. First of all, is your product even ready for
some/many users? Are there still bugs
that will render the customer experience
completely flawed?
These are questions that you need to
answer before committing to a launch,
even a soft launch, and maybe even a
private beta.
IS YOUR
PRODUCT
READY FOR
USER
ACQUISITION?

7. The customer acquisition process
for startups is hardly linear or
predictable, but that doesn’t
mean that thoughtful planning is
not useful or necessary.
"The customer acquisition process
is far from an exact science. There
are many things that can (and do)
go wrong" ~ Paul Graham
WHY BEING
PREPARED
MATTERS

8. HOWEVER, THERE ARE SOME
THINGS THAT YOU CAN DO
TO MITIGATE RISK AND
IMPROVE YOUR CHANCES
OF SUCCESS.

9. Yes, plans change (especially with
startups), but having a basic plan
of action for onboarding
customers is non-negotiable. This
includes a detailed accounting of
the platforms that you will use,
the metrics that will measure
success, your timelines, and the
manpower required to do all of it
effectively.
What goals are you trying to
achieve and why? What does the
timeline look like? Are you going
to outsource or hire from within?
HAVE A PLAN

10. Employees of startups are known
to wear many hats. Regardless of
the size of your team, everyone
should understand your user
acquisition process and what their
roles in onboarding will be (both
short and long term).
HIRE THE RIGHT
PEOPLE

11. Your CAC is loosely defined as the
cost of all of your sales and
marketing expenses over a given
period of time, divided by the
number of customers acquired in
that window.
CAC = MC / CA
ESTIMATE CAC

12. NEXT TO DO
1. Defining Your Audience
2. LANDING PAGE
3. Designing Your Call to Action
4. Perfecting the Viral Loop
5. Mastering the Right Platforms:
- Identify right platform
- Socmed Channel
- Content marketing
- PR
- PPC

13. THANK YOU!