Simple marketing techniques for real-time results - Customer Segmentation, Branding Basics, PR and Community Engagement

1. Simplified Marketing
Techniques for
Real Time Results
- Dr. Som Singh

2. Session - 1
Introducing ACT

3. ACT Technique for Start-Ups
Structure
to
organize
Framework
to
achieve
company’s
goals
Is
your
company
a
Vitamin
or
Painkiller?

4. Understand
the
scope
of
your
undertaking
Test
assump=ons
quickly
Fine
tune
your
goals
quickly
and
repair
the
thinking
process
Purpose

5. Product
to
market
fit
assessment
Customer
segmenta=on
Compe=tor
Advantage
Mapping
Pricing
Length
of
sales
cycle
Return
on
investment
for
customer
Assumptions (A)
Dropbox
Unamia
Fe=se
Mobstac
Freemium
Uber
Just
Dial
and
MeJl

6. Prove
your
concept
(POC)
Complete
design
specifica=ons
Finish
a
prototype
&
Validate
Create
a
Joint
Development
Program
with
customers
Release
the
final
version
Checkpoints (C)
Evernote

7. • Iden=fying
key
opinion
leaders
with
whom
you
need
to
build
a
rela=onship
• Developing
your
company
pitch
• Recrui=ng
prospects
for
product
tes=ng
• Planning
a
lead
genera=on
campaign
• Wri=ng
a
whitepaper
or
conference
presenta=on
to
support
your
thought
leadership
posi=oning
Tasks (T)
Taxi
For
Sure

8. ACT: How it works ?
Tasks
Check
Points
Assump=ons
We
are
your
marke=ng
doctors,
we
help
diagnose
so
you
take
precau=ons
before
falling
sick!

9. Session - 2
Customer
Segmentation

10. Defining
a
target
audience
is
essen=al
before
developing
a
GTM
plan.
Your
products
and
services
may
appeal
to
a
lot
of
people,
but
that
doesn’t
mean
you
should
spend
your
=me
and
money
trying
to
reach
everyone.
Determining
an
audience
can
help
you
distribute
what
limited
resources
your
startup
has.
Customer Segmentation

11. Research
&
Techniques
Free
Research
Tools
Customer
Profile
–
Inden=fy
a
homogenous
set
of
customer
to
validate
the
opportunity
Accessibility
of
target
segment
Time
to
sales
cycle
Intensiveness
of
Compe==on
Marke=ng
Channels
Valida=on
Points we will cover
Alexa,
Quick
Sprouts

12. Session - 3
Branding Basics

13. Session 3 - Branding Basics
Do’s
• What
is
the
DNA
of
your
brand
• Take
a
stand
on
what
is
more
important
Corporate
iden=ty
or
Product
or
both
• Market
them
accordingly
Don’ts
• Wait
for
the
big
thing
to
do
the
branding
• Keep
on
changing
the
iden=ty
• Mix
the
Product
&
Corporate
Iden=ty

14. The
goal
of
this
session
is
to
aJach
oneself
to
an
iden=ty
one
resonates
with
and
build
the
brand
value
system
around
it.
As
an
Entreprenuer
As
a
Venture
As
a
technology
As
a
consumer
Branding Basics

15. Session - 4
PR and Community
Engagement

16. Build
a
community
Be
a
part
of
the
club
Get
in
touch
(Talk
the
right
journalists)
Develop
Story
Angles
Iden=fy
Media
Venues
Session 4 – PR (pre-funding)

17. Some examples of
start-ups that leveraged
PR

18. Zomato
Zomato
made
front
page
news
a`er
entering
the
Rs.
1,000
crore
start-­‐up
club
Founders
have
leveraged
both-­‐
social
media
pladorms
and
the
print
media
to
communicate
business
plans
and
goals
Good
PR
helped
Zomato
raise
awareness
and
aJract
funding!
The
duo
have
set
an
example
of
not
just
good
PR
skills
but
even
great
community
management
and
have
set
an
example
for
many
a
start-­‐ups

19. The art of storytelling
• Varun
Agarwal’s
claim
to
fame
was
a
line
that
took
the
youth
by
storm-­‐
“Don’t
think!”
• The
power
of
par=cipa=ng
in
forums
and
events
can
never
be
under
es=mated
• The
key
to
success
here
is:
Talk
from
the
heart
and
make
sure
your
story
resonates
with
every
individual
sihng
there!
• Great
PR
isn’t
first
page
news
anymore,
it
is
about
how
far
your
message
travels

20. Start - Up Life
TAKE
A
VACATION
“Really,
take
one.
When
you
leave
your
team
to
execute
on
their
own,
you’ll
see
where
all
the
holes
in
your
company
are,
and
then
you
can
work
on
patching
them.
You
should
be
able
to
leave
your
company
for
a
few
weeks
without
them
needing
you.”
Bhavin
Parikh
|
CEO,
Magoosh
Test
Prep,
@magoosh
DON’T
TRY
TO
BOIL
THE
OCEAN
”
It’s
a
great
visual
analogy,
and
it
perfectly
encapsulates
a
major
challenge
for
any
startup
founder.
You’ve
got
to
take
the
challenge
on,
one
gulp
at
a
Cme.”
Brent
Beshore
|
Owner/CEO,
adventur.es,
@BrentBeshore
GET
BAREFOOT
IN
THE
PARK
“Think
about
it:
A
person
takes
off
his
shoes
when
he
gets
home
and
gets
comfortable,
which
is
the
exact
atmosphere
that
helps
early-­‐stage
startups
succeed.
Early
employees
need
to
feel
at
home
at
the
office,
and
they
need
to
bond
with
their
teammates
like
family.
Don’t
allow
shoes
at
the
office,
and
employees
will
stay
later
in
the
night
and
build
a
closer
bond
with
their
teammates.”
Jun
Loayza
|
President,
Ecommerce
Rules,
@JunLoayza
WORKING
OUT
WILL
SAVE
YOU
TIME
“I’ve
found
I’m
so
much
more
efficient
aEer
I
work
out
that
I
always
gain
producCve
Cme,
not
lose
it.
Seems
counter-­‐producCve
for
many,
but
my
startup
founder
friends
who
don’t
exercise
regularly
find
it
harder
to
stay
focused,
tougher
to
be
creaCve,
difficult
to
maintain
a
good
diet,
and
are
just
less
happy
in
general.”
Derek
Flanzraich
|
CEO
and
Founder,
GreaXst,
@greaXst

21. Contact Us
• www.unspunmarke=ng.com
• hJps://www.facebook.com/pages/Unspun-­‐Consul=ng/
605009519556174
• hJps://twiJer.com/Unspun3

22. Thank You