Price<br />Cash Flow<br />Marketing<br />Idea<br />Innovation<br />Operations<br />Sales<br />
Marketing the start-up<br />
80%<br />failure rate<br />
Well that didn’t work…<br />
WHY<br />
liability of newness and liability of size<br />
R 250,000 Start-up Capital<br />
#1 Your Website<br />
DON’T <br />Raise R 250,000 on starting a business<br />and spend R 4,000 on your website<br />
Design your site to convert <br />not to look good<br />
A<br />B<br />22% Conversion<br />30% Conversion<br />36%increase<br />The numbers<br />10,000 visits a month<br />800 mor...
DO<br />Have a strong opening offer / call to action why<br />should people sign-up?<br />
Doubled conversion rates overnight<br />
#2 Getting Traffic<br />
And<br />Here<br />Focus Here First<br />Long Term Focus<br />
110% Increase<br />In average CPC<br />5% of marketing spend<br />Expected to grow to 25%<br />
Measure ROI<br />
<ul><li>Sells Widgets 
Cost Per Widget is R 50.00
Widget Selling Price is R 100.00
Average Customer Buys 3 widgets at a time
Average Customer will Purchase 2 times over a 3 year period
Google AdWords CPC on Widgets is R 10.00
WidgetCo Google Campaign gets 2,000 impressions a monthwith a 3% click-through rate
15% of the click-through sign-up to Widget Co
Only 30% of sign-ups make a purchase and become an average customer</li></ul>What is the Google AdWords cost of sale? <br ...
DON’T buy banners on high-traffic websites unless you want to burn cash<br />Seriously, don’t. <br />(we did)<br />
DON’T send out spam at 30 cents per mail or buy an email list<br />
DO get an expert to get your SEO and SEM right<br />They will save you time, and loads of money<br />
#3<br />Build a community of followers and establish yourself as the expert<br />
2 Billion videos watched per day<br />
35 hours of video uploaded every minute<br />
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Marketing the startup online

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Do's and Dont's on marketing your start-up online

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  • It’s no wonder that people are confused.
  • WHY do we believe this? To answer this question we first need to look at …
  • So Raizcorp asked a very clever question – “How can we do this cheaper”
  • Marketing the startup online

    1. 1. Price<br />Cash Flow<br />Marketing<br />Idea<br />Innovation<br />Operations<br />Sales<br />
    2. 2. Marketing the start-up<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8. 80%<br />failure rate<br />
    9. 9. Well that didn’t work…<br />
    10. 10. WHY<br />
    11. 11.
    12. 12. liability of newness and liability of size<br />
    13. 13.
    14. 14. R 250,000 Start-up Capital<br />
    15. 15.
    16. 16.
    17. 17. #1 Your Website<br />
    18. 18.
    19. 19.
    20. 20. DON’T <br />Raise R 250,000 on starting a business<br />and spend R 4,000 on your website<br />
    21. 21. Design your site to convert <br />not to look good<br />
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26. A<br />B<br />22% Conversion<br />30% Conversion<br />36%increase<br />The numbers<br />10,000 visits a month<br />800 more conversions<br />R 250 per conversion<br />R 200,000 revenue increase per month<br />Investment<br />R 15,000<br />
    27. 27. DO<br />Have a strong opening offer / call to action why<br />should people sign-up?<br />
    28. 28. Doubled conversion rates overnight<br />
    29. 29. #2 Getting Traffic<br />
    30. 30.
    31. 31.
    32. 32.
    33. 33. And<br />Here<br />Focus Here First<br />Long Term Focus<br />
    34. 34. 110% Increase<br />In average CPC<br />5% of marketing spend<br />Expected to grow to 25%<br />
    35. 35. Measure ROI<br />
    36. 36. <ul><li>Sells Widgets 
    37. 37. Cost Per Widget is R 50.00
    38. 38. Widget Selling Price is R 100.00
    39. 39. Average Customer Buys 3 widgets at a time
    40. 40. Average Customer will Purchase 2 times over a 3 year period
    41. 41. Google AdWords CPC on Widgets is R 10.00
    42. 42. WidgetCo Google Campaign gets 2,000 impressions a monthwith a 3% click-through rate
    43. 43. 15% of the click-through sign-up to Widget Co
    44. 44. Only 30% of sign-ups make a purchase and become an average customer</li></ul>What is the Google AdWords cost of sale? <br />Is this a profitable campaign? <br />What is the total profit / loss per customer? <br />
    45. 45.
    46. 46.
    47. 47. DON’T buy banners on high-traffic websites unless you want to burn cash<br />Seriously, don’t. <br />(we did)<br />
    48. 48. DON’T send out spam at 30 cents per mail or buy an email list<br />
    49. 49. DO get an expert to get your SEO and SEM right<br />They will save you time, and loads of money<br />
    50. 50. #3<br />Build a community of followers and establish yourself as the expert<br />
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55.
    56. 56. 2 Billion videos watched per day<br />
    57. 57. 35 hours of video uploaded every minute<br />
    58. 58.
    59. 59.
    60. 60.
    61. 61. PR<br />#4<br />
    62. 62. DON’Twaste your money on a PR agency<br />Leave them for the big guys, with money to burn<br />(We burned R 350,000)<br />
    63. 63. DO<br />
    64. 64. Network<br />Speak at Events<br />Get Free Press<br />
    65. 65. Website Drives Conversions and Sales<br />R 15,000 to R 20,000 on the design<br />UI testing through SiteTuners.com and UserTesting.com<br />Always tweak<br />Use Google Analytics to track everything<br />Google Adwords and AdSense for Traffic<br />R 10,000 per month on SEM | R 2,000 per month on SEO<br />Run two campaigns and test click-through rates<br />Try yourself for 2 months and then get an expert<br />Create Content to Build Reputation<br />Takes time, lots of time but worth it in the long run<br />Become a thought leader and “give away” content<br />Aim for a blog post a day, every day<br />Build a Community and your own PR channel<br />Use Facebook, Twitter and LinkedIn<br />Facebook for promotions, coupons, special deals<br />Twitter to share interesting news about your industry connect with influencers<br />LinkedIn to build your network<br />
    66. 66. DO be in the top <br />5% <br />of start-ups in SA<br />
    67. 67. Yossi Hasson<br />{tel} 082 326 1390 {email} yossih@synaq.com<br />{twitter} @yossihasson<br />

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