MARKETINGDo more than satisfying customers,you need to constantly AMAZE them.
MARKETINGOpportunity RecognitionIdentify the market need/opportunity★ determine the size★ make sure there’s growth potential★ is the market mature, too saturated,very fragmented
MARKETINGMarket Opportunity AnalysisTotal Available Market- how big is the universeServed Market Availability- how many can I reach withmy channelsTarget Market- who will be most likelybuyersTAMSMATM
MARKETINGExploring Customer SegmentsWho are you building your valueproposition for?What "jobs" do they want to get done?What "pains" do they want to solve andwhat "gains" to they want?
MARKETINGMoor’s Technology Adoption Life Cycleinnovatorsearlyadoptersearlymajoritylatemajoritylaggardstechiestechiesvisionariespragmatists conservativesskeptics
MARKETINGHow to cross the chasm?Concentrate on one particular segmentStudy that segmentTry to satisfy it’s needs 100%Which segment do a startup put it’seﬀorts on?
MARKETINGMarket SegmentsFor B2C★ Age★ Gender★ Income bracket★ Brand loyaltyFor B2B★ Industry type★ Number of employees★ Geography★ Order size
MARKETINGThe Power of SegmentationDog’s Role Segment Brand Price/100 gr.Dog as a substitute child? Super PremiumDog as a family member Premium Chum8.7 penceDog as a companion Moderate Pal and Bounce6.4 & 7.9 penceDog as an animal Economy Chappie6.3 penceReference: A. Ryans
MARKETINGPedigree’s Super Premium StrategyTarget Market? - Intense relationships, own smaller dogs, older and urbanfemalesBeneﬁts? - Very best product that can be bought, reassurance, conﬁdence,leads to an enhanced relationshipName? - Mr. Dog (later Caesar)Product? - high quality ingredients, wide variety of ﬂavors, special packagingPrice? - 17.7 to 30.7 pence per 100 gramsAdvertising? - Dog bringing newspaper, slippers, etc
MARKETINGPositioning TemplateKawasaki’s Horizontal AxisFOR (target customer)WHO (statement of the need/opportunity)THE (product/service name) IS A (product category)THAT (statement of beneﬁt - reason to buy)
MARKETINGbut TRADITIONAL marketing do notwork for startups
MARKETING...simply because startups do NOThave MONEY
MARKETINGWHAT a startup is supposed to DOthen?
MARKETINGStartup Marketing StrategyBuild REMARKABLE productMarket to passionate INFLUENCERSBuild LOYALTY through community management
MARKETINGRemarkable ProductYour product is your marketing
MARKETINGRemarkable Product“Something remarkable is worthtalking about...It’s a PurpleCow… Remarkable marketing isthe art of building things worthnoticing right into your productor service.”Seth Godin
MARKETINGRemarkable Product“A lot of times, people dontknow what they wantuntil you show it to them.”Steve Jobs
MARKETINGRemarkable ProductHOW to do it:- watch, listen, iterate- you are not astrologer, be an astronomerAcquisitionActivationRetentionReferralRevenueProblemHypothesis& TestKeep orkill feature
MARKETINGMarket To InﬂuencersMarket to passionate INFLUENCERS- discover who they are
MARKETINGMarket to Inﬂuencers10% inﬂuence the purchasing behaviorof the other 90%Malcolm GladwellThe Tipping Point
MARKETINGMarket to InﬂuencersWho do my customers listen to?
MARKETINGBuild LOYALTYMake your customers happyTreat them extremely well -rewards, small gifts, surprises,special attentionBe a talk show host, not apreacher
MARKETINGBuild LOYALTYHOWGive a great experienceGive customers a voiceEngage the communityListen