Weitere Ă€hnliche Inhalte Ăhnlich wie Startup Marketing 101 (20) Mehr von Michael Troiano (12) KĂŒrzlich hochgeladen (20) Startup Marketing 1012. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
âMarketing is for companies who have
sucky products. If you build something
amazing⊠people will adopt it because
it is amazing.â
Fred Wilson
Principal, Union Square Ventures
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âStartups fail
because the dog
wonât eat the
dogfood.â
JeïŹ Schwartz
Principal, Bain Capital Ventures
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depends how you deïŹne âmarketing.â
and maybe âstartup.â
4
does startup marketing matter?
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âA startup is an organization formed to
search for a repeatable and scalable
business model.â
Steve Blank | @sgblank
5
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what
 the
Â
market
 wants
Â
to
 buy.
Â
Â
REALITY
Â
startup marketing
6
what
 you
Â
think
 you
 are
Â
selling.
Â
Â
PERCEPTION
Â
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real
business
race
to scale
proven
opportunity
shared
vision
the startup journey
7
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate
hypothesis
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who wantsâŠ
ââŠan intuitive but powerful approach that
allows UML diagramming to be code-
centric instead of model-centric by giving
users an interactive exploratory
visualization platform.â
9
10. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wantsâŠ
ââŠa nutrition-based, gluten-free food
company that uses ancient grains to
provide innovative products that are
both convenient and delicious.â
10
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who wantsâŠ
ââŠan innovative, patent pending hand
hygiene solution to help hospitals
improve hand hygiene compliance.â
11
13. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wantsâŠ
âąâŻ maps that make code easier to
understand, work on, and improve.
âąâŻ ancient food for a better life today.
âąâŻ clean hands that save lives.
13
16. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
be ïŹexible early
âmobile
marketing
managementâ
âmobile
media
managementâ
20062002
âmobile
messaging
managementâ
2004
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BUT⊠youâre betting your livelihood on a value
proposition you believe is signiïŹcant.
maybe you should write it down.
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elements of positioning
âąâŻ target â actionable universe of buyers
âąâŻ segment â key, predisposing attribute
âąâŻ brand â a name you call yourself
âąâŻ category â a competitive frame for the buyer
âąâŻ distinction â what makes you unique
âąâŻ proof â perceived evidence of truth
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declare your hypothesis
for target who are segment,
brand provides the category with
distinction because of proof.
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made-up examples
âąâŻ For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
âąâŻ For people around the world, Coca-Cola is the soft
drink that is the real thing since 1886.
âąâŻ For industrial manufacturers who are challenged to
diïŹerentiate, BASF is the raw materials supplier that
makes products better through engineering depth.
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tell a story that sells
âItâs far easier for us to
remember stories than the
cold hard facts because our
brains make little distinction
between an experience we
are reading about and one
that is actually happening.â
Fast Company
âWhy Our Brains Crave Storytelling in Marketingâ
June 4, 2014
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the original blurb
âActiïŹo, the Protection and Availability Storage (PAS)
platform company, pioneered the industryâs ïŹrst storage
system optimized for managing copies of production data,
eliminating redundant silos of IT infrastructure and data
management applications. By introducing virtualization
into data management, ActiïŹo delivers an application-
centric, SLA-driven solution that decouples the
management of data from storage, network and server
infrastructure and reduces costs by 10X.â
24
25. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Today
For businesses that depend on
their data, ActiïŹo provides data
management solutions that improve
resiliency, agility, and cloud mobility
by virtualizing copy data.
26. Three
 Strategic
 IT
 Priorities
Â
26COPYRIGHT
 ©
 2014
 ACTIFIO
Â
AGILITY
Â
Access
 data
Â
when
 and
 where
Â
you
 need
 it.
Â
Â
RESILIENCY
Â
Better
 data
Â
protection
 and
Â
availability.
Â
CLOUD
Â
Enable
 transition
 to
Â
distributed
 IT
Â
infrastructure
 model.
Â
Â
27. One
 Underlying
 Problem
Â
27
AGILITY
 CLOUD
 RESILIENCY
Â
BINDING
 APPLICATION
 DATA
 TO
 SILOED
 PHYSICAL
 INFRASTRUCTURE
Â
BC/DR
 COMPLIANCE
 ANAYTICS
 DEV
 &
 TEST
Â
Physical
 IT
Â
BACKUP
Â
Virtual
 IT
Â
COPYRIGHT
 ©
 2014
 ACTIFIO
Â
28. Copy
 Data
 Virtualization
Â
Virtual
 Data
 Pipelineâą
Â
CAPTURE
Â
Data
 at
 block
 level,
 in
 native
Â
format,
 according
 to
 your
 SLA
Â
GOLDEN
 COPY
Â
Â
OF
 PRODUCTION
Â
MANAGE
Â
A
 physical
 copy,
 moved
 once,
Â
and
 stored
 anywhere
Â
USE
Â
Unlimited
 virtual
 copies
 for
Â
instant
 access
 and
 protection
Â
DATA
Â
Â
PROTECTION
Â
BUSINESS
Â
CONTINUITY
Â
DATA
Â
Â
MOBILITY
Â
DEV
 &
 TEST
Â
DATA
Â
Â
INSIGHTS
Â
OTHER
Â
COPYRIGHT
 ©
 2014
 ACTIFIO
Â
30. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
covered so far
âąâŻ startup marketing is ïŹnding the truth
âąâŻ important to declare your hypothesis
âąâŻ express it as a simple story
âąâŻ tell it the same way everywhere
âąâŻ iterate together toward a big idea
31. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
real
business
race
to scale
proven
opportunity
shared
vision
product / market ïŹt
31
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate
hypothesis
â â
32. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what is a brand?
âąâŻ The worldâs collective emotional response
âąâŻ Envelope for your productâs rational beneïŹts
âąâŻ Emotional value proposition, guides people
toward or away from what youâre selling
âąâŻ If you think it doesnât matter, you donât
understand how people make decisionsâŠ
32
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how we decide
âąâŻ antonio damasio, neuroscientist
âąâŻ studied seemingly normal people
with a speciïŹc type of brain
damage that made them unable
to feel emotions.
âąâŻ all had something peculiar in
common: they couldnât make
decisions.
33
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What
start with âwhyâ
How
WhyâWe make great
computers. Theyâre
beautiful and simple
to use, because we
think diïŹerent.â
âWe think diïŹerent.
We make products
beautiful and simple
to use. We make
great computers.â
37
Based on the work of Simon Sinek.
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âwhyâ drives outcomes
Samuel Pierpont Langley.
Smithsonian Fellow.
Orville & Wilbur Wright. Bicycle
merchants.
âWe will change the
world by enabling man
to ïŹy.â
38
39. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 39
"If you want to build a ship, donât drum up people
together to collect wood and donât assign them tasks
and work, but rather teach them to long for the
endless immensity of the sea."
Antoine de Saint-Exupery
40. Why
Â
Â
Â
Â
Â
Â
Â
Â
Â
Â
Â
Â
Â
Â
Â
Â
 ?
Â
COPYRIGHT
 ©
 2014
 ACTIFIO
Â
Is
 there
 an
 emotional
 value
 prop
 in
Â
copy
 data
 virtualization?
Â
40
42. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
âąâŻ We can liberate your data from the siloed
infrastructure that keeps you from advancing
your most urgent priorities.
âąâŻ In the process we will liberate you, from the
excess cost, complexity, and stress of managing
cloud-scale application data on infrastructure
designed for the client-server era.
42
44. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
COCKTAIL
 PITCH
 ActiïŹo
 is
 copy
 data
 virtualization.
Â
ONE
 SIMPLE
 THING
 Freedom
Â
FUNCTIONAL
 BENEFITS
Â
âąâŻ Protect
 your
 applica>on
 data,
 so
 you
 can
 Access
 anything
 instantly
Â
âąâŻ Transform
 the
 economics
 of
 your
 IT
 infrastructure,
 or
 even
 your
 business
Â
âąâŻ Manage
 all
 of
 your
 application
 data
 through
 a
 single,
 simple
 UI
Â
Â
EMOTIONAL
 BENEFITS
Â
âąâŻ ConïŹdenceâŠ
 in
 your
 ability
 to
 recover
 from
 problems
 quickly
Â
âąâŻ IndependenceâŠ
 from
 vendor
 lock-Ââin
 driving
 complexity
 and
 storage
 spend
Â
âąâŻ ValidationâŠ
 of
 your
 foresight
 in
 embracing
 next
 generation
 technology
 early
Â
STORIES
Â
âąâŻ Data
 is
 the
 lifeblood
 of
 business.
 Infrastructure
 is
 just
 what
 you
 use
 to
 manage
 it.
Â
âąâŻ We
 developed
 a
 radically
 simple
 approach
 to
 managing
 copy
 data
Â
âąâŻ We
 capture
 data
 from
 production,
 manage
 it
 eïŹciently,
 and
 let
 you
 use
 it
 as
 you
 like
Â
PROOF
Â
âąâŻ Recover
 multi-Ââterabyte
 data
 sets
 in
 seconds,
 mounting
 directly
 to
 production
Â
âąâŻ ActiïŹo
 typically
 slashes
 TCO
 by
 50%,
 and
 turns
 cash
 positive
 in
 90
 days
Â
âąâŻ Hundreds
 of
 enterprise
 class
 and
 CSP
 customers,
 in
 22
 countries
 around
 the
 world
Â
PERSONALITY
 Bold,
 Inspiring,
 Practical
Â
TAGLINE
 Radically
 Simple.
Â
44
52. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what to take away
âąâŻ startup marketing is ïŹnding the truth
âąâŻ important to declare your hypothesis
âąâŻ express it as a simple story
âąâŻ tell it the same way everywhere
âąâŻ iterate together toward a big idea
âąâŻ your brand is your emotional value prop
âąâŻ lead with it, as soon as you can
56. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
âąâŻ target â actionable universe of buyers
âąâŻ segment â key, predisposing attribute
âąâŻ brand â a name you call yourself
âąâŻ category â a competitive frame for the buyer
âąâŻ distinction â what makes you unique
âąâŻ proof â perceived evidence of truth
Hinweis der Redaktion [Iâd like to make the case for this version one more time.The way we use the original doesnât make sense. We should either use menâs shoes and tell it in the first person (âNow I buy shoes when thereâs a hole in the shoes I haveâŠâ), or use womenâs shows and tell it in the third. I think the former is almost always more impactful. I also donât think âInfluencingâ adds anything to the story, and that we should remove it in the spirit of paring back anything from a slide that isnât absolutely necessary.] [Eliminating one of these, thought it was the weakest of the five. Should be 5, I think.] [EXPRESSION -> EXPERIENCE per Robâs request.][Also recommend changing âRELEVANCE OF OFFERINGâ to âALIGNMENT OF OFFERING.â Open to alternatives, but RELEVANCE clearly caused problems for some people.] We think a successful marketing program has to start with a stronger connection to the external realty. There are lots of ways to do this, obviously â quantitative, qualitative, studies, focus groups, panels, etc. Some of these might make sense for you, and some might not. But the good news is⊠[I cut the other emotion slide, just to pare this back a little. This one clearly gets the point across pretty well.]