Startup Marketing 101 - RADIUS SFU
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Startup Marketing 101 presentation for RADIUS SFU May 2013
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Startup Marketing 101 - RADIUS SFU
- 1. Startup Marketing 101 Anoop Aulakh @_anoop
- 2. About Me • Marketing, BizDev, Sales, Product • Design, Non profit, Real Estate,Tech startups • Vancouver / Silicon Valley • QuikPiq, Perch, Schoolzone, Cleanweb, Strutta @_anoop
- 3. Early Stage Startup Marketing • Customer Development • Getting Traction • Any burning questions?
- 4. Customer Development • Product Market Fit
- 5. Customer Development • Understand your customers’ problems and needs intimately • Create a hypothesis • Validate with real people
- 6. Customer Development • Online Survey • In-person interview
- 8. Food on the Table • Observed shoppers at grocery stores • Asked survey questions • Asked interviewees to sign up for $$$ • Got rejected!
- 9. Food on the Table • Found 1 person willing to pay • Used “Concierge MVP” to understand needs and problems • Dropped off weekly package with coupons and recipes • Collected feedback, AND… $9.95 • Manual work, no code
- 10. Eventually… • Got a few more customers • Learned LOTS • Low tech iterations (in-home visit > emails, cheque > credit card) • No wasted time/money on product development • Built a solid foundation of domain expertise so they knew how to win
- 11. Customer Development Tools • Survey.io, Google Forms, SurveyMonkey • “If you could wave a magic wand and change anything about the way you do _______, what would it be, and why?” • Will you pay $20 to sign up today?
- 12. Don’t know where to start?
- 13. Exercise • Who is your customer/user? • What are your assumptions? • Where can you find potential users to interview? • How can you test your assumptions in the interview?
- 14. Getting Traction
- 15. Getting Traction • Where can you find your first customers/users? • How can you do this on a low budget?
- 16. Pre-product Marketing • Lead Generation: Landing Pages, AdWords, Social Media • Content: Blog, articles, e-book, whitepapers • Relationships: prospect, media, influencer You are the expert in your domain! from @aprildunford
- 17. Lead Generation • Landing Pages, Social Media Promotions • Lead capture promotions, downloads, webinars
- 21. Landing Pages • Concise Value Proposition • Use your customers’ language • Clear Call To Action • Capture email • Tools: • Unbounce, LaunchRock, Striking.ly
- 25. Social Promotions • Low Barrier to Entry (Enter to Win) • Fan-gate if on Facebook • Offer a prize that is relevant to your users • Collect email! Tools: (use free trials) • Offerpop, ShortStack, Strutta
- 27. Content Marketing • Blog, articles, e-book, whitepapers • What content is valuable to your user? • Who makes good content today? • Learn from top players • Use terms and keywords your customer uses (SEO)
- 29. Where to post… • Quora • Hacker News • Reddit • Blogs specific to your nice market
- 30. A word about PR… If your customer doesn’t read tech blogs, Don’t waste time getting covered by tech blogs!
- 31. Exercise • What type of content might be valuable to your user? • Who makes good content today? • What are some examples of blog posts you should create?
- 32. Push The Ball Forward • Be ruthlessly efficient with your time • Don’t spend time on activities that aren’t crucial • Test assumptions quickly • Get out of the building!