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Startup Marketing

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Getting your product out of your heads and into the hands and hearts of users.

The slides from my startup marketing class at General Assembly, November 2012.

Published in: Business

Startup Marketing

  1. 1. STARTUP MARKETINGGETTING YOUR PRODUCT OUT OF YOUR HEADSAND INTO THE HANDS AND HEARTS OF USERS @THOMCUMMINGS
  2. 2. THE WORLD’S SOCIAL SOUND PLATFORM
  3. 3. CONTENTS1. MARKETING STRATEGY2. EARLY STAGE CUSTOMER GENEARTION3. GROW BY UNDERSTANDING
  4. 4. MARKETING STRATEGY
  5. 5. Marketing is forcompanies who have sucky products Fred Wilson
  6. 6. MARKETING IS DEAD LONG LIVE MARKETING
  7. 7. WHAT IS STARTUP MARKETING. CLASSIC DESIGN MARKETING THINKING STRATEGY METRICS
  8. 8. Feature evaluation Co-branded Email CRM Referrals promotions User surveys Engagement Sales offers Funnel optimisation Product usage Market research Case studies Ethnographics App distribution Newsletters Pricing analysisPredictive modelling Segmentation Press releases SEO Dashboards Creative campaigns Education Partner comms. Videos User profiles Events Find the user. Find the magic. Connect the two.
  9. 9. CLASSIC MARKETING STRATEGY 5C + 6P + 6M
  10. 10. COMPANY CONTEXT COLLABORATORS CUSTOMER COMPETITORS Segmentation Differentiation POSITIONING
  11. 11. P roduct lace romotion rice ackaging eople
  12. 12. Missionarketessageediaoneyeasurement
  13. 13. AWARENESS INTEREST TRIAL USAGELOYAL FOLLOW THE CUSTOMER LIFECYCLE♥
  14. 14. MAXIMISE THE♥
  15. 15. CUSTOMER ACQUISITION
  16. 16. THE BEST PRODUCT WINS
  17. 17. MAKE YOUR PRODUCT NATIVELY SOCIAL
  18. 18. THE FIRST FIVE HUNDRED
  19. 19. BUILD YOUR COMMUNITY
  20. 20. BRANDING
  21. 21. GHETTO TESTING. SEO. SEM testing. Social. ReTargeting.
  22. 22. FIND MULTIPLIERS
  23. 23. INBOUND MARKETING Blogs. podcasts. Video. eBooks. enewsletters. Whitepapers. Social media marketing. PR. etc...
  24. 24. CHARGE FOR SOMETHING $
  25. 25. DO THE HUSTLE.
  26. 26. GROW BY UNDERSTANDING
  27. 27. PRODUCT-MARKET FIT How disappointed would you be if you could no longer use [our service]? • Very disappointed • Somewhat disappointed • Not disappointed at all 40% Very disappointedSOURCE: http://startup-marketing.com/the-startup-pyramid/
  28. 28. PIRATE METRICS DASHBOARD SEPARATORSOURCE: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
  29. 29. VIRAL GROWTH... THE HOLY GRAIL Signups Active Shares ImpressionsVGF = % USERS SHARE * # SHARES * SIGNUP CONVERSION
  30. 30. NET PROMOTER SCORE SEPARATORSOURCE: http://www.netpromoter.com/np/calculate.jsp
  31. 31. MULTIVARIATE TESTING & CONVERSION SEPARATORSome useful tools: • Google Website Optimizer • Visual Website Optimizer • Optimizely • Unbounce Landing Pages
  32. 32. BUT BEWARE...SEPARATOR
  33. 33. Design like you’re right and listen like you’re wrong. John Lilly
  34. 34. USER TESTING & REAL WORLD FEEDBACK SEPARATORSome useful tools: • Usertesting.com • Loop11 • http://usabilla.com/ • http://fivesecondtest.com/
  35. 35. HALF THE MONEY I SPENDON ADVERTISING IS WASTED; THE TROUBLE IS I DONT KNOW WHICH HALF. John Wanamaker
  36. 36. SCALING EFFECTIVELY. LTV ROI = CPA Lifetime ValueAverage spend * Purchase frequency * Lifespan * Profit Margin
  37. 37. COHORT ANALYSISCohort Period 0 Period 1 Period 2 Period 3 TotalWeek 1 100 50 20 15 100Week 2 200 30 10 250Week 3 150 80 200Week 4 500 605
  38. 38. YOU CAN MEASURE FOR....... basically anything and everythingBut pick the top 5 relveant metrics for your business + focusE.g.• Retention• Upgrade & Cross-sell• Activation• Social or Engagement measuresSlice it by platform, region, channel, segment...Some useful tools: • KissMetrics • Performable • MixPanel • Spreadsheets!
  39. 39. THANKS! @THOMCUMMINGS THOM@SOUNDCLOUD.COMWE’RE HIRING: SOUNDCLOUD.COM/JOBS

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