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Customer Acquisition:
Choosing The Right Channels
ABOUT ME

           José Matías del Pino
           CEO at Ondango
           Industrial Engineer, MBA
           Graduate of The Founder Institute
           Mentor at the Berlin Startup Academy
           More than 3 years of experience in the
           German internet industry
           Previous industry experience in logistics
           (Procter & Gamble), marketing (Robert
           Bosch) and consulting (The Boston
           Consulting Group)

           www.internetandstuff.com
           @jmdelpinob
ABOUT ONDANGO

    Ondango enables companies to sell their
    products directly on their Facebook pages



Facebook-like user          No annoying app        Features to spread the
    interface                   requests                    word


   Our goal: To offer the world’s best shopping experience on Facebook
CHOOSING YOUR ACQUISITION CHANNELS

                   There’s plenty of acquisition
                            channels…
Search Engine Marketing                                             Trade Fairs
                                    Search Engine Optimization
      Social Media Marketing                                       TV Commercials
                                    Resellers
                                                     Business Development
             Newspapers
                                           Display Ads
Public Relations                                                 Direct Sales
                       Affiliate Marketing


                   …but startups need focus –
                    you will have to choose
CHOOSING YOUR ACQUISITION CHANNELS

       Your acquisition channels depend on
                 who you target


 Corporations



    Mid-sized companies

                   Small companies
                                     People
CHOOSING YOUR ACQUISITION CHANNELS


  Corporations


    Mid-sized companies

                    Small companies
                                                         People

                     N° of people involved in purchase decision

                      Level of information / expertise of buyer

                               Length of sales cycle

                              Size of available budget
CHOOSING YOUR ACQUISITION CHANNELS


 Vision         Product       Pricing


                Target

          Acquisition Channel(s)
CHOOSING YOUR ACQUISITION CHANNELS


               Vision

    What do you want to build?
              Why?
CHOOSING YOUR ACQUISITION CHANNELS


              Product
    Is it easy or difficult to setup?
  Is it easy or difficult to manage?
  Is it highly customizable or not?
CHOOSING YOUR ACQUISITION CHANNELS


                               Pricing

Do you get recurring revenue or not?
 What do your competitors charge?

   Remember: PV(CLTV) > CAC*

       *The present value of your customer lifetime value must be higher than your customer acquisition costs.
CHOOSING YOUR ACQUISITION CHANNELS




!    
    Business Development

!   Direct Sales

!    
    Trade Fairs

!    
    SEO/SEM

!    
    Social Media Marketing

!    
    Display Ads / Affiliate Mktg.

!    
    Public Relations


                                       Effective
                                       Less effective
POPULAR CHANNELS – DO’S & DON’TS


                Business Development
Closing mutually benefitial deals with companies that target or have access to your
same customers.

    Your target for this channel is not your customer but your partner

    Long sale cycle (3 to 6 months, sometimes even more), but after 2 months you
    usually know if the deal will close

    Access to the right person in the organization is worth gold; expand your
    industry network!

    Example: Spotify and Deutsche Telekom
POPULAR CHANNELS – DO’S & DON’TS


                              Direct Sales
Talking directly to potential customers to sell them your product.


    At the beginning, you will have to do it no matter what you sell, because it‘s the
    best learning
    It‘s an expensive channel; monitor your funnel metrics and your ROI constantly

    You might have to adapt your pricing for this channel

    Example: Groupon acquiring merchants
POPULAR CHANNELS – DO’S & DON’TS


                               Trade Fairs
Setting up a stand on trade fairs to show and sell your product to visitors.


    “Direct sales on steroids“ – you reach many leads in a short time

    It‘s also an expensive channel (registration, travel, stand set up, employees)

    Do your homework: lookup the list of atendees and arrange meetings in advance

    Examples: Marketing agencies, development agencies, software vendors
POPULAR CHANNELS – DO’S & DON’TS


          Search Engine Optimization
Improving your position on search engine for specific keywords


    Two worlds – on-site and off-site optimization. Always do on-site

    More difficult that it seems – go for long-tail keywords, focus on a few

    If you do it, go all in – if you‘re not on the first page it won‘t help

    Example: All mayor online stores
POPULAR CHANNELS – DO’S & DON’TS


             Search Engine Marketing
Advertising on search engines for specific keywords


    Your performance depends on the right keyword choice, the quality of the ad
    copy and the quality of the landing page
    Very useful when testing demand for an MVP

    Know your numbers, monitor your ROI closely, be data-driven

    Example: All travel companies
POPULAR CHANNELS – DO’S & DON’TS


     Display Ads / Affiliate Marketing
Placing banner ads on other websites


    Campaign-driven: you need a high ad budget (4-digit U$ to get started), plus
    costs of ad design and campaign management
    Different models (from less to more attractive): CPM, CPC, CPA, CPS

    It’s important to optimize ad placement, ad copy and landing page

    Example: Online fashion stores
POPULAR CHANNELS – DO’S & DON’TS


                        Public Relations
Get your company or product featured on different Media


    Do it only if you can afford it. It helps more with branding than bringing actual
    customers
    Use an agency to reach mainstream media, pitch to the tech press yourself

    Be prepared for inbound press requests – have all materials and contacts ready

    Example: Cumplo
Thank you!

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Customer Acquisition - Choosing The Right Channels

  • 2. ABOUT ME José Matías del Pino CEO at Ondango Industrial Engineer, MBA Graduate of The Founder Institute Mentor at the Berlin Startup Academy More than 3 years of experience in the German internet industry Previous industry experience in logistics (Procter & Gamble), marketing (Robert Bosch) and consulting (The Boston Consulting Group) www.internetandstuff.com @jmdelpinob
  • 3. ABOUT ONDANGO Ondango enables companies to sell their products directly on their Facebook pages Facebook-like user No annoying app Features to spread the interface requests word Our goal: To offer the world’s best shopping experience on Facebook
  • 4. CHOOSING YOUR ACQUISITION CHANNELS There’s plenty of acquisition channels… Search Engine Marketing Trade Fairs Search Engine Optimization Social Media Marketing TV Commercials Resellers Business Development Newspapers Display Ads Public Relations Direct Sales Affiliate Marketing …but startups need focus – you will have to choose
  • 5. CHOOSING YOUR ACQUISITION CHANNELS Your acquisition channels depend on who you target Corporations Mid-sized companies Small companies People
  • 6. CHOOSING YOUR ACQUISITION CHANNELS Corporations Mid-sized companies Small companies People N° of people involved in purchase decision Level of information / expertise of buyer Length of sales cycle Size of available budget
  • 7. CHOOSING YOUR ACQUISITION CHANNELS Vision Product Pricing Target Acquisition Channel(s)
  • 8. CHOOSING YOUR ACQUISITION CHANNELS Vision What do you want to build? Why?
  • 9. CHOOSING YOUR ACQUISITION CHANNELS Product Is it easy or difficult to setup? Is it easy or difficult to manage? Is it highly customizable or not?
  • 10. CHOOSING YOUR ACQUISITION CHANNELS Pricing Do you get recurring revenue or not? What do your competitors charge? Remember: PV(CLTV) > CAC* *The present value of your customer lifetime value must be higher than your customer acquisition costs.
  • 11. CHOOSING YOUR ACQUISITION CHANNELS !   Business Development ! Direct Sales !   Trade Fairs !   SEO/SEM !   Social Media Marketing !   Display Ads / Affiliate Mktg. !   Public Relations Effective Less effective
  • 12. POPULAR CHANNELS – DO’S & DON’TS Business Development Closing mutually benefitial deals with companies that target or have access to your same customers. Your target for this channel is not your customer but your partner Long sale cycle (3 to 6 months, sometimes even more), but after 2 months you usually know if the deal will close Access to the right person in the organization is worth gold; expand your industry network! Example: Spotify and Deutsche Telekom
  • 13. POPULAR CHANNELS – DO’S & DON’TS Direct Sales Talking directly to potential customers to sell them your product. At the beginning, you will have to do it no matter what you sell, because it‘s the best learning It‘s an expensive channel; monitor your funnel metrics and your ROI constantly You might have to adapt your pricing for this channel Example: Groupon acquiring merchants
  • 14. POPULAR CHANNELS – DO’S & DON’TS Trade Fairs Setting up a stand on trade fairs to show and sell your product to visitors. “Direct sales on steroids“ – you reach many leads in a short time It‘s also an expensive channel (registration, travel, stand set up, employees) Do your homework: lookup the list of atendees and arrange meetings in advance Examples: Marketing agencies, development agencies, software vendors
  • 15. POPULAR CHANNELS – DO’S & DON’TS Search Engine Optimization Improving your position on search engine for specific keywords Two worlds – on-site and off-site optimization. Always do on-site More difficult that it seems – go for long-tail keywords, focus on a few If you do it, go all in – if you‘re not on the first page it won‘t help Example: All mayor online stores
  • 16. POPULAR CHANNELS – DO’S & DON’TS Search Engine Marketing Advertising on search engines for specific keywords Your performance depends on the right keyword choice, the quality of the ad copy and the quality of the landing page Very useful when testing demand for an MVP Know your numbers, monitor your ROI closely, be data-driven Example: All travel companies
  • 17. POPULAR CHANNELS – DO’S & DON’TS Display Ads / Affiliate Marketing Placing banner ads on other websites Campaign-driven: you need a high ad budget (4-digit U$ to get started), plus costs of ad design and campaign management Different models (from less to more attractive): CPM, CPC, CPA, CPS It’s important to optimize ad placement, ad copy and landing page Example: Online fashion stores
  • 18. POPULAR CHANNELS – DO’S & DON’TS Public Relations Get your company or product featured on different Media Do it only if you can afford it. It helps more with branding than bringing actual customers Use an agency to reach mainstream media, pitch to the tech press yourself Be prepared for inbound press requests – have all materials and contacts ready Example: Cumplo