Slides from Ross Kingsland's talk at STARTUP ISTANBUL 2015

1. Ross Kingsland
Founder & CEO,
Inception Growth

2. Ross Kingsland
Inception
Growth
@RossKingsland1
InceptionGrowth.net

3. @RossKingsla
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4. “I know how to do marketing…….”
@RossKingsland1

5. Marketing Is A Science
@RossKingsla
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6. @RossKingsla
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7. 5 Strategies You Can Use Today
@RossKingsla
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8. 1. Find Your Tipping Point
@RossKingsla
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9. 1. Find Your Tipping Point
Too broadly defined market
• Uber – MVP to SF 1%ers
• SXSW experiment
• Who is your market?
Kevin Kelly 1,000 true fans
• Define the market, find
them and seduce them.
@RossKingsla
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10. 2. Advertising Is Not The (Only) Solution
@RossKingsla
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11. 2. Advertising Is Not The (Only) Solution
• Original advertising strategy: Billboards
and Radio Ads
• Get creative
• “PS: I Love You. Get Your Free E-Mail At
Hotmail”
• Why it works: Unexpected, Emotional,
Secret, Exclusive, Novel
@RossKingsla
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12. 3. Strategic relationships
@RossKingsla
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13. 3. Strategic relationships
• Who already has your
market?
• If you don’t have access
to your market find out
who does.
• Develop full proof
strategy
• Be cool.
@RossKingsla
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14. 4. Create a Moment of Magic
@RossKingsla
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15. 4. Create a Moment of Magic
• Suspend disbelief
• Control the User Experience
• Over deliver
• Reinforce positive emotion after
event
• Secret: Positive Emotional
Experience
@RossKingsla
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16. 5. Viral referrals
@RossKingsla
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17. 5. Viral referrals
• Make it easy to share
• Make it fun to share
• Appeal to their core desires
• “Simple does not mean easy”
@RossKingsla
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18. Bonus: How to get in front of an A-lister
@RossKingsla
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19. Bonus: How to get in front of an A-lister
• No network
• No contacts
• Prime their network through
social media channels
• “Everyone is talking about this
new site”
• “Why haven’t I met these guys
yet?”
Ask yourself – “What’s in it for
them?”
@RossKingsla
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20. Resources For You
www.InceptionGrowth.net/Istanbul
@RossKingsland1
ross@inceptionbusinesssolutions.com