Weitere ähnliche Inhalte Ähnlich wie Startup Marketing 101 (20) Mehr von Michael Troiano (12) Kürzlich hochgeladen (20) Startup Marketing 1012. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
“Marketing is for companies who have
sucky products. If you build something
amazing… people will adopt it because
it is amazing.”
Fred Wilson
Principal, Union Square Ventures
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“Startups fail
because the dog
won’t eat the
dogfood.”
Jeff Schwartz
Principal, Bain Capital Ventures
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depends how you define “marketing.”
and maybe “startup.”
4
does startup marketing matter?
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“A startup is an organization formed to
search for a repeatable and scalable
business model.”
Steve Blank | @sgblank
5
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what
the
market
wants
to
buy.
REALITY
startup marketing
6
what
you
think
you
are
selling.
PERCEPTION
7. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
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
8. 8
“If
you
can’t
explain it simply, you
don’t understand it well enough.”
Albert Einstein
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who wants…
“…an intuitive but powerful approach that
allows UML diagramming to be code-
centric instead of model-centric by giving
users an interactive exploratory
visualization platform.”
9
10. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
who wants…
“…a nutrition-based, gluten-free food
company that uses ancient grains to
provide innovative products that are
both convenient and delicious.”
10
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who wants…
“…an innovative, patent pending hand
hygiene solution to help hospitals
improve hand hygiene compliance.”
11
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who wants…
• maps that make code easier to
understand, work on, and improve.
• ancient food for a better life today.
• clean hands that save lives.
13
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be flexible early
“mobile
marketing
management”
“mobile
media
management”
20062002
“mobile
messaging
management”
2004
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BUT… you’re betting your livelihood on a value
proposition you believe is significant.
maybe you should write it down.
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elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the buyer
• distinction – what makes you unique
• proof – 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
• For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
• For people around the world, Coca-Cola is the soft
drink that is the real thing since 1886.
• For industrial manufacturers who are challenged to
differentiate, BASF is the raw materials supplier that
makes products better through engineering depth.
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tell a story that sells
“It’s 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.”
Fast Company
“Why Our Brains Crave Storytelling in Marketing”
June 4, 2014
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the original blurb
“Actifio, the Protection and Availability Storage (PAS)
platform company, pioneered the industry’s first 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, Actifio delivers an application-
centric, SLA-driven solution that decouples the
management of data from storage, network and server
infrastructure and reduces costs by 10X.”
24
25. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
Today
For businesses that depend on
their data, Actifio provides data
management solutions that improve
resiliency, agility, and cloud mobility
by virtualizing copy data.
26. Three
Strategic
IT
Priorities
26COPYRIGHT
©
2014
ACTIFIO
AGILITY
Access
data
when
and
where
you
need
it.
RESILIENCY
Better
data
protection
and
availability.
CLOUD
Enable
transition
to
distributed
IT
infrastructure
model.
27. One
Underlying
Problem
27
AGILITY
CLOUD
RESILIENCY
BINDING
APPLICATION
DATA
TO
SILOED
PHYSICAL
INFRASTRUCTURE
BC/DR
COMPLIANCE
ANAYTICS
DEV
&
TEST
Physical
IT
BACKUP
Virtual
IT
COPYRIGHT
©
2014
ACTIFIO
28. Copy
Data
Virtualization
Virtual
Data
Pipeline™
CAPTURE
Data
at
block
level,
in
native
format,
according
to
your
SLA
GOLDEN
COPY
OF
PRODUCTION
MANAGE
A
physical
copy,
moved
once,
and
stored
anywhere
USE
Unlimited
virtual
copies
for
instant
access
and
protection
DATA
PROTECTION
BUSINESS
CONTINUITY
DATA
MOBILITY
DEV
&
TEST
DATA
INSIGHTS
OTHER
COPYRIGHT
©
2014
ACTIFIO
30. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
covered so far
• startup marketing is finding the truth
• important to declare your hypothesis
• express it as a simple story
• tell it the same way everywhere
• 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 fit
31
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate
hypothesis
✓ ✓
32. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what is a brand?
• The world’s collective emotional response
• Envelope for your product’s rational benefits
• Emotional value proposition, guides people
toward or away from what you’re selling
• If you think it doesn’t matter, you don’t
understand how people make decisions…
32
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how we decide
• antonio damasio, neuroscientist
• studied seemingly normal people
with a specific type of brain
damage that made them unable
to feel emotions.
• all had something peculiar in
common: they couldn’t make
decisions.
33
37. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
What
start with “why”
How
Why“We make great
computers. They’re
beautiful and simple
to use, because we
think different.”
“We think different.
We make products
beautiful and simple
to use. We make
great computers.”
37
Based on the work of Simon Sinek.
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“why” drives outcomes
Samuel Pierpont Langley.
Smithsonian Fellow.
Orville & Wilbur Wright. Bicycle
merchants.
“We will change the
world by enabling man
to fly.”
38
39. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 39
"If you want to build a ship, don’t drum up people
together to collect wood and don’t assign them tasks
and work, but rather teach them to long for the
endless immensity of the sea."
Antoine de Saint-Exupery
40. Why
?
COPYRIGHT
©
2014
ACTIFIO
Is
there
an
emotional
value
prop
in
copy
data
virtualization?
40
42. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
• We can liberate your data from the siloed
infrastructure that keeps you from advancing
your most urgent priorities.
• 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
Actifio
is
copy
data
virtualization.
ONE
SIMPLE
THING
Freedom
FUNCTIONAL
BENEFITS
• Protect
your
applica>on
data,
so
you
can
Access
anything
instantly
• Transform
the
economics
of
your
IT
infrastructure,
or
even
your
business
• Manage
all
of
your
application
data
through
a
single,
simple
UI
EMOTIONAL
BENEFITS
• Confidence…
in
your
ability
to
recover
from
problems
quickly
• Independence…
from
vendor
lock-‐in
driving
complexity
and
storage
spend
• Validation…
of
your
foresight
in
embracing
next
generation
technology
early
STORIES
• Data
is
the
lifeblood
of
business.
Infrastructure
is
just
what
you
use
to
manage
it.
• We
developed
a
radically
simple
approach
to
managing
copy
data
• We
capture
data
from
production,
manage
it
efficiently,
and
let
you
use
it
as
you
like
PROOF
• Recover
multi-‐terabyte
data
sets
in
seconds,
mounting
directly
to
production
• Actifio
typically
slashes
TCO
by
50%,
and
turns
cash
positive
in
90
days
• Hundreds
of
enterprise
class
and
CSP
customers,
in
22
countries
around
the
world
PERSONALITY
Bold,
Inspiring,
Practical
TAGLINE
Radically
Simple.
44
52. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
what to take away
• startup marketing is finding the truth
• important to declare your hypothesis
• express it as a simple story
• tell it the same way everywhere
• iterate together toward a big idea
• your brand is your emotional value prop
• lead with it, as soon as you can
56. ©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
elements of positioning
• target – actionable universe of buyers
• segment – key, predisposing attribute
• brand – a name you call yourself
• category – a competitive frame for the buyer
• distinction – what makes you unique
• proof – perceived evidence of truth
Hinweis der Redaktion [I’d like to make the case for this version one more time.The way we use the original doesn’t make sense. We should either use men’s shoes and tell it in the first person (“Now I buy shoes when there’s a hole in the shoes I have…”), or use women’s shows and tell it in the third. I think the former is almost always more impactful. I also don’t think “Influencing” adds anything to the story, and that we should remove it in the spirit of paring back anything from a slide that isn’t absolutely necessary.] [Eliminating one of these, thought it was the weakest of the five. Should be 5, I think.] [EXPRESSION -> EXPERIENCE per Rob’s request.][Also recommend changing “RELEVANCE OF OFFERING” to “ALIGNMENT OF OFFERING.” 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 – 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.]