A short tips on how to start your first user acquisition for your newborn startup

1. USER
ACQUISITION
By: Ferdi Anggriawan
SHORT GUIDE TO KICKSTARTING YOUR FIRST

2. What is user acquisition
Channels for user acquisition
Inbound marketing framework
Important metrics
What you'll
learn today
ITEMS TO BE DISCUSSED

3. if budget is not the issue,
how big your product
launch should be?
LET'S START WITH A QUESTION

4. 60% of new product launch
ideas never even make it to
market. Of the 40% that do,
only 60% are able to generate
enough revenue to become
commercially viable. Other
studies found that between
30% and 80% of new products
fail, depending on the industry.
FACTS!

5. WHAT happened mostly
AFTER PRODUCT LAUNCH
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
40
30
20
10
0
Pass product
market fit
Customer acquisition cost
is too expensive
Current marketing model
can't sustain the high CAC

6. Fine-tuning your
operations & marketing
runway are essential in
achieving your
exponential growth
Product isn't ready
for rapid growth
WHY MOST PRODUCT
LAUNCHes FAIL
You don't want to just
acquire people, you want
to win their heart & loyalty
Not having a strong
onboarding &
retention plan
Mapping your marketing
plan more than just
making 3-months social
media campaign
Lack of long-term
acquisition strategy

7. The goal of
today's
workshop is
to help you
prepare
Against bad product launches, unclear
marketing strategy and most importantly--
against every odds in your user acquisition

8. THE
ELEMENTS
OF USERS
ACQUISITION
Setting up marketing objectives
Defining your channels
Building your campaign
Scaling up your ops & growth

9. THE
ELEMENTS
OF USERS
ACQUISITION
Setting up marketing objectives
Defining your channels
Building your campaign
Scaling up your ops & growth

10. KNOW THE
DIFFERENCE!
Metrics that drive your business directly,
affecting your overall company growth
E.g: gross merchandise value (GMV),
monthly recurring revenue (MRR)
Business Objectives
Metrics that drive your brand presence &
equity directly. Might or might not affect
your business growth directly.
E.g: total installs, registration, new
customers
Marketing Objectives
Metrics that drive the growth of your
individual marketing channels
e.g: organic installs, installs from FB ads,
total participants in webinar, etc
Marketing Channel Objectives

11. Earn 700M IDR
monthly GMV
through
passenger
acquisition
Capture 300M
IDR monthly GMV
through food
delivery product
Champion
customer
perception as
number 1
superapp in
Indonesia
Example:
Gojek
Business Objective:
Grow annual GMV to 12b IDR
Referral: earn
300M through
referral
campaign
Paid: capture
400M monthly
GMV through FB
ads
Google Ads:
Secure 30k daily
food transaction
through SEM
campaign
Survey: Conduct
a. brand
awareness
survey 2x per
quarter
Top-of-mind
awareness: score
30% brand recall
for superapp
category
Marketing Objectives:
Marketing Channel Objectives:

12. Drive 300,000
new trial users
Increase trial-to-
paid user
conversion rate
from 5% to 10%
Establish brand
perception as no.
1 point-of-sale
system in
Indonesia
FB Ads: garner
200K new trial
users
FB Ads: improve
cost-per-leads
from 150k to 100k
Organic: earn 30k
new registration
through social
media link
Website:
implement new UI
element to drive
conv. rate for top
funnel
Pop-up:
implement pop-
up campaign for
any drop-off user
in registration
page
Survey: Conduct
a. brand
awareness
survey 1x per
quarter
Social media:
surpass
competitors'
follower base by
+30%
Example:
moka pos
Business Objective:
Get 30,000 new paid users in 2019
Marketing Objectives:
Marketing Channel Objectives:

13. MAKE SURE YOU MONITOR
THE COST PER ACQUISITION
How much does it cost to acquire one user? Does it correlate positively
with how much you're gaining from each customer?

14. e.g: partnership with a particular
brand/product/government institution that
might elevate your brand equity, doing
product/feature launch, etc
When you saw an opportunity that you
need to take to grow your brand/product
Making sure that we have a proper
tracking system for ad campaign, having
a working report for our analytics
purpose, etc
When you want to establish a
particular hygiene process/habit
when do we use
qualitative
metrics?

15. THE
ELEMENTS
OF USERS
ACQUISITION
Setting up marketing objectives
Defining your channels
Building your campaign
Scaling up your ops & growth

16. A GREAT USER ACQUISITION
STRATEGY STARTS WITH A
GREAT LIST OF USER
INSIGHTS
- Not Gandhi
A WISE MAN ONCE SAID...

17. Cognitive & practical usage of
your products as seen by the users
e.g: list of features, product
benefits, ease-of-use, etc
Reason-to-use
Emotional & perceptual reason of
credibility & efficacy as seen by
the users
e.g: number of existing users,
availability throughout Indonesia,
endorsement, co-branding, etc
Reason-to-believe
there are
two reasons
why people
use your
products

18. Reason-to-use
Reason-to-believe

19. Rinso identified that its
users believe that the
more bubbles one
detergent generated, the
more effective is the
product. Hence, they
added it to their formula
of success.
REASON-TO-
BELIEVE CAN
BE ANYTHING

20. Which part of my
products would be most
appealing to my users?
P.S: not everything is
that important though
QUESTIONS TO
BE ASKED
What are the elements
that I need to add to my
product to make it more
believable?
From progress bar,
loading screen, or
celebrity endorsement--
all toward one end:
preventing people from
dropping off

21. AND NOW,
THE LIST OF
CHANNELS

24. How do people discover you? What
kind of product category, moment, or
use cases that your product would
be most useful in?
Remember that being
discovered is the key
Juggling between multiple type of
hardsell & softsell content is the key
Know when to convert fans to users
Stop buying followers! They will give
you instant credibility but sluggish
organic followers' growth
Engagement is the key
BEHOLD, THE THREE
PHASES OF MANAGING
SHARED MEDIA

25. What topics that you want to focus on? Is there any
particular subjects that you want to be the thought
leader in?
Focus on the discovery-based content
You might have limited resource, but that's okay.
Everyone starts somewhere. Make sure your channel
let it be IG, Google My Business, are well managed
Pick channels that you can manage
How do you want your user to perceive you as a
brand? Is it witty, caring, ambitious, or quirky?
Establish your tone-of-voice
Ready as in having a minimum of 1k+ followers.
You don't want to create unsustainable growth
where you have to pay to reach each new plateau
Use ads/scale up whenever you feel
like ready
what to
do in your
first 100
days of
social
media
presence

26. Product education (they are among the 1st in
marketplace model), seller education, and the
potential of tapping into online business
Focus on the discovery-based content
Instagram, Facebook, seller community, and a little
bit of SEO in between.
Pick channels that you can manage
Down-to-earth, approachable. This is necessary to
capture the interest of both sellers & buyers.
Establish your tone-of-voice
Start scaling up at 5k followers for both customers
& seller acquisition
Use ads/scale up whenever you feel
like ready

27. WHEN TO USE
offline
MARKETING?
- [Event] When you want to convey your
product education/presence to targeted
pool of audience
- [Community] When you want to create a
strong C2C relationship of your product
users
- [Partnership] When you want to leverage
others' brand audience for your own

29. THE
ELEMENTS
OF USERS
ACQUISITION
Setting up marketing objectives
Defining your channels
Building your campaign
Scaling up your ops & growth

30. Remember the funnel?

31. CAMPAIGN
HAS ONE TOO!
Think beyond just making an attractive campaign--think about
making your brand experience delightful to your users. Introducing
Inbound Marketing framework.

32. ATTRACT
Regularly post about international travel
destination in blogs and social media
CLOSE
Sending targeted promo to selected
users based on their browsing
behaviour
CONVERT
Develop a newsletter containing
upcoming & current travel promo to all
registered users
DELIGHT
Loyalty points that can be redeemed
for another flight
HERE'S HOW the inbound
marketing framework
works for airasia

33. ATTRACT
Create e-book & bite-sized content
about business growth for SMEs. Focus
the SEO strategy around 'ide bisnis'
CLOSE
Tailored promo from sales & telesales
team based on length of product
subscription
CONVERT
Utilize free 14-day trial in website form
registration &
DELIGHT
Subs renewal promo & exclusive
community membership for existing
users
HERE'S HOW the inbound
marketing framework
works for MOKA POS

34. This means picking SEO-focused
keyword that will lead people
to knowing your brand
Centralize your content
marketing strategy oround brand
discovery
TIPS IN
BUILDING
YOUR
INBOUND
MARKETING
FRAMEWORK
When people type your brand, what
would be the top 3 search results that
popped up?
Focus on building your digital PR
SEO & content marketing take
some time to grow. If your current
approach doesn't work, do more
A/B testing
Be patient!

35. GOOD EXAMPLE OF
CONTENT MARKETING

36. THE
ELEMENTS
OF USERS
ACQUISITION
Setting up marketing objectives
Defining your channels
Building your campaign
Scaling up your ops & growth

37. How much in
months/year does it
take for you to pay off
your CAC
Payback Period
THREE metrics TO BE
CONSIDERED!
How much profit that
you gained from one
user over time
Customer Lifetime
Value
How much cost does it
take to acquire one
user
Customer
Acquisition Cost

38. THE FORMULA
CAC = Operational expense+marketing expense/#new customers
CLTV = (Contribution Margin from Customer) x (Average Lifespan of Customer)
Payback period = CAC/Contribution margin from customer (how much $$ you
gain from each trx)

39. THE CAVEAT
BE WARY OF THESE WHEN
SCALING UP YOUR OPS & GROWTH
- Ratio between CAC & CLTV. Aim for
CAC<CLTV
- Monitor your payback period. It will be helpful
for your future investment round
- Know when to cut corners & maintaining
quality--you don't want to piss off your loyal
customers

40. case study:
Tokopedia
OVERVIEW
As Tokopedia is growing, their CAC and CLTV grew exponentially to the point in which
they have to slow down the CAC rise while maintaining a solid growth in CLTV.
ACTION STEPS
- Reduce the cap on free ongkir feature
- Shift the free ongkir as a vital part of their loyalty program
- Utilize cashback discount from mobile payment & bank partners
instead of subsidizing it

41. Thanks!
Now, let's go to the brainstorming session