Yes, we dig tech startups. Here's some of the amazing work our team have done in the past. If you're a startup, this is one for you!

1. STARTUP WEB KIT

2. 1. About Us
2. We dig web startups
4. Case Study: Unruly
5. Case Study: Badoo
6. Case Study: Twoo
7. Case Study: fivesquid
8. Startup Opportunities/Hurdles
8. Affiliates
9. SEO
10. App Store
11. Community Management
12. Member-get-Member
13. PR
14. Programmatic – A little extra
15. Getting in Touch

3. About Us

4. We are a relatively small
but nimble team that
thrives on working with
web companies and
start-ups, getting the
absolute most in terms
of ROI and reach for
everyone we work with.
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5. We dig web startups…

6. Return to Index

7. Case Study: Unruly

8. Unruly Media was founded by Sarah Wood and Scott Button in 2007 in the UK.
During the last 8 years they have grown from a handful of people to the largest
video seeing platform in the world with offices in all major cities worldwide
boasting staff numbers on excess of 5,000.
Our Head of Digital was there in the early days with Unruly, building their digital
strategy and processes from the ground up. The growth of the company was
incredibly impressive utilising a very strong marketing back bone.
www.unruly.co
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9. Case Study: Badoo

10. www.badoo.com
Badoo is an online dating portal that has experienced massive growth over the past few years.
The number of active users today reaches 246 million. Companies can learn a huge amount
about what not to do from Badoo’s online marketing strategy as well as some hidden gems to
develop upon.
Badoo used an aggressive ‘member-get-member’ strategy using social media and email to turn 1
registered member into 100 overnight. Bad PR around their ‘questionable’ email strategy was
produced but failed to de-value the proposition leading to a huge following online.
Our Head of Digital consulted for Badoo to help them align their SEO, affiliate and member-get-
member strategy to double the number of registered members from 100m to 246m.
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11. Case Study: Twoo

12. www.twoo.com
Twoo was built in response to a decline of the owner’s social network Netlog. Their re-
invention of the platform online led to an almost Badoo-like clone. The founders, Toon
Coppens & Lorenz Bogaert, employed a strong marketing team to increase their
registered members from circa 1m to 162m in just 3 years.
Our Head of Digital was marketing manager for this company using the best-in-class
mobile buying networks, member-get-member acquisition, SEO & content strategy as
well as community managing their social profiles to massively increase reach and
registered members.
Being involved in Badoo’s strategy and working with an impressive startup such as Unruly
has led to a ‘start-up’ marketing strategy that works.
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13. Case Study: fivesquid

14. www.fivesquid.com
Fivesquid (Formerly Fivesquids.co.uk) is a British startup looking to rival
Fiverr.com. With a good level of investment and a team that is hungry, Fivesquid
doesn’t boast to have the same level of members as Badoo or Twoo but can
claim increases in market share against Fiverr over the last 18 months.
Our Head of Digital was the chief marketing officer (freelance) for this company
leading them to a brand re-launch and aggressive marketing strategy that
focussed on ROI and increased ARPU (average revenue per user).
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15. Startup Opportunities/Hurdles

16. “Startups don't win by attacking. They
win by transcending. There are
exceptions of course, but usually the way
to win is to race ahead, not to stop &
fight.”
- Paul Graham, co-founder of Viaweb
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Here at Gravytrain we believe in changing marketing-norms in innovative and exciting
ways. When it comes to startups, this means changing the traditional web business
opportunity curves from one that peaks and troughs relatively quickly to a thriving,
long-term opportunity.
Over the next couple of slides we demonstrate the stages of the traditional web
business opportunity curve followed by how this can be improved by implementing
digital marketing techniques.

18. 0
2
4
6
8
10
12
14
16
18
20
0 2 4 6 8 10 12
After this it can reach
impressive heights.
However, without
continual management
this growth will decline at
a rapid rate.
Growth for successful
startups often begins at
an exponential rate.
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19. 0
5
10
15
20
25
30
35
0 2 4 6 8 10 12 14
By reaching more members
the amount of success
achieved can be even higher.
Growth for successful
startups continues at an
exponential rate.
Continual management
ensures steady growth.
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20. After years of experience, the online digital marketing mix
looks very much like the opposite image for digital startups.
Using extensive experience allows us to get the most value
for money and often exceed expectations in terms of growth
and revenue.
Having been involved in marketing for different platforms and
varying KPIs, we have worked with all the big mobile buying
networks for app installs, reach or other types of conversions.
Member-get-member plays a critical role in amplifying the
reach of a brand online due to the viral nature of this tactic.
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21. Affiliates

22. 36% of sales on
affiliate networks
in January 2015
were via mobile
devices.
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23. Social Media
platforms are
capitalising on
this popularity.
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24. Affiliate marketing has grown at a rapid pace over the past decade, with nearly
all online companies using some form of affiliate system.
At Gravytrain we have used a number of affiliate platforms and strategies in
order to achieve a range of goals, including:
 Increased Traffic
 Brand Awareness
 Optimised Conversion Rates
 And more!

25. SEO

26. Bringing to the table expertise in data
intelligence and visualisation allows us to
interpret the world’s data.
The visual to the right shows different
communities (dictated by colour) of similar
searches. The line between each show the
search path.
i.e. We can visualise the entire search space to
see what competitors are bidding on and
building content around within their web pages
online. This makes us more effective in planning
and getting the most bang for our buck in terms
of ROI.
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27. Marketing tools are now a dime a dozen,
however many are not only unreliable but also
costly.
We have transcended this issue by creating our
own tools which are for the exclusive use of our
clients.
By using in-house tools we can guarantee
constant delivery of high-quality data that can
be utilised to improve your company’s growth
for the long-term.
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28. App Store

29. The team here at Gravytrain have extensive experience with
app store optimisation and delivering against KPIs for app-
based marketing strategies. Whether the key performance
indicator for the app is downloads, reach, visits or purchases,
we’ve got it covered. For years we’ve been building the right
contacts at all the major mobile buying networks to barter the
best rates for buying on these platforms.
Having delivered success for a number of startups before,
mobile app optimisation and mobile ad buying play a critical
role. The demand does not equal cost just yet and downloads
can be bought for cheaper than the market rate whatever the
device or platform.
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30. Both the Badoo iTunes
and Android apps are
appearing high in
Google due to app
store optimisation
(SEO).
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31. Community Management

32. Return to Index
no such thing
as bad publicity?
As an online company you naturally want
people talking about you, however it’s
important that you have control over
these conversations.
Sometimes, even bad publicity can be
good publicity – however, if not managed
properly it can turn into a PR nightmare.

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Twoo has previously experienced
their own PR issues in the past,
however this has not prevented
them from expanding.
Cultivating a positive online
sentiment around your brand will
not only therefore protect your
company, but also secure further
sign ups in the future.

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Gravytrain has spent years
actively monitoring and
managing the online
reputation of companies
around the globe.
Opposite are just a few of
the platforms we have
experience with.

35. Member-get-Member

36. In just 3 years the dating site Twoo
managed to increase their subscriptions
from 1million to over 162million.
Member-get-member techniques were
implemented to gain this success for
little to no cost.
The key to member-get-member
campaigns is to offer incentives to users
who provide further sign ups.
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37. In order to gain as many members as possible, both sites encourage users to provide
access to their email accounts, which they then use to direct friends to the site.
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38. Another popular technique used by startup
sites such as Badoo is to encourage users to
allow access to their social media accounts.
This both promotes the site on users’ social
feeds but also enables free promotion on
social media sites.
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39. PR

40. Data Capture Design Outreach
There are three stages to each PR campaign: data
capture, design and outreach. Each stage has multiple
tasks which help to build online presence.
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41. Data Capture Design Outreach
During the data capture stage we
offer incentives to encourage
target demographics to answer
simple questions.
This data will be used as bait for
news agencies and journalists
once it has been through the
creative stage.
Email
Marketing
Google
PPC
Facebook
Advertising
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42. Data Capture Design Outreach
During the design stage we will
take the data and package it in a
way that will make it engaging to
both users and targeted websites.
This could mean creating a video,
game or interactive tool for
example.
Creative SharableEngaging
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43. Data Capture Design Outreach
Once the creative piece is
complete we will begin
outreaching to the websites
outlined in the data capture
stage.
This will involve various tools
including PR platforms, PPC,
Facebook and content sharing
websites.
PR
Platform
Content
Sharing
Sites
Paid
Advertising
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44. Programmatic – A little extra

45. Quality Score defines the relevance of an
advert and it’s destination page.
With our proprietary tool set we can track
the changes in QS (Quality Score) for all the
keywords in your account, directing our
account managers to the right place.
This way we’re ahead of the curve and
nothing is left to chance…
Quality Score Tracker
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46. Yes, we’re still talking about PPC..
With our awesome tools, we can run our scripts to
cross reference the mentions of keywords we’re
bidding for via PPC on social media sites such as
Facebook and Twitter. This way, we can
automagically react to conversations around these
keywords by increasing and decreasing bids where
necessary.
Cool huh?
Social Media Listening
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47. Again, our custom toolset can be used to find broken links on your website and
automatically pause adverts pointing to these URLs.
A simple yet affective script that potentially saves you a pot load of money as a result.
URL Checker
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48. Don’t want to spend too much or too little? Our technology will adjust the daily budget
in the run up to high or low periods so we have our finger on the pulse.
Incredibly useful for accounts with small budgets or seasonal demand.
Flexible Budget
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49. Getting in Touch

50. Phew! I hope that wasn’t too much to go through. Do get in touch if you’d like
to discuss how we can put this into practice for you:
Email: daniel.whitehouse@gravytrain.co.uk
LinkedIn: https://uk.linkedin.com/in/dannywhitehouse
Web: www.gravytrain.co.uk
Phone: +(44) 7762 666 974
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