Ready, set, launch! Were you thinking "if you build it they will come" would work? This deck is a how-to guide for developing a customer acquisition for your startup. Customer acquisition marketing has become a hot topic with the expansion of "growth hacking" and Chris breaks down the lenses of how to develop your own strategy. Topics covered include: * The "field of dreams" misconception - if you build it they will come * The Ravikant Thesis by Naval Ravikant - there are only three customer acquisition strategies that matter for startups, SEO, SEM & Viral - how to understand if they will work for you * Understanding the basis of Growth Hacking by Thomas Knoll * Devising strategies for inbound marketing channels * User retention through drip marketing *

1. The field of dreams gap
If you build it they will come

2. Launch!

3. Launch!

4. Launch!

5. Launch!

6. Field of dreams gap
http://chrisschultz.net/post/42363863885/testing-validating-your-market-assumptions

7. Ravikant thesis
The only customer acquisition
strategies that matter in a startup are:
http://venturehacks.com/

8. Ravikant thesis
The only customer acquisition
strategies that matter in a startup are:
Spending $25,000 on PR to get
into TechCrunch
http://venturehacks.com/

9. Ravikant thesis
The only customer acquisition
strategies that matter in a startup are:
Spending $25,000 on PR to get
into TechCrunch
http://venturehacks.com/

10. Ravikant thesis
The only customer acquisition
strategies that matter in a startup are:
Spending $25,000 on PR to get
into TechCrunch
• SEO
• SEM
•Viral
http://venturehacks.com/

11. Create a lens
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

12. Create a lens
“I’m a great photog”
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

13. Create a lens
“I’m a great photog”
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
“I’m smart”
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

14. Create a lens
“I’m a great photog”
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
“I’m smart”
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees “I’m hilarious”
•sharing built into product
Viral •shareable content (ie: says
something about user)

15. Who is your customer?
(or no-nonsense growth hacking)
1) Who would be pissed if they could no
longer use your product?
2) Where do they hang out?
3) What creates trust? a) referral b) “the
crowd” c) an expert
4) Put high-trust experience in front of most-
likely-to-be-interested people. Scale, repeat.
http://www.quora.com/Growth-Hacking/Is-growth-hacking-nonsense/answer/Thomas-Knoll

16. Inbound marketing
http://www.slideshare.net/randfish/the-power-of-inbound-marketing

17. Devise scalable &
repeatable strategies
You
1. Do it yourself
2. Did it work?
Repeatable 3. Document it
4. Delegate it
Editorial
5. Calendar it
6. Measure it

18. Measure & optimize
AARRRR
http://500hats.typepad.com/500blogs/2007/09/startup-metrics.html

19. Metrics that matter
Create a dashboard of what matters in your business
Map metrics to actions
http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/

20. User retention
Lifecycle email marketing
http://paulstamatiou.com/startup-user-retention-lifecycle-email

21. User retention
Lifecycle email marketing
Ego boost
http://paulstamatiou.com/startup-user-retention-lifecycle-email

22. Use tools
Outreach
Measure
Optimize

23. Simple, right?
Let’s apply
to BarNotes

24. Ravikant thesis
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

25. Ravikant thesis
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

26. Ravikant thesis
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

27. Ravikant thesis
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

28. Ravikant thesis
Method Lens Y/N
•accessible UGC
SEO •content hub & authoritative
•content generates links “I am a cocktail
aficionado”
•immediate path to revenue
SEM •CPA < LTV
• revenue≠affiliate fees
•sharing built into product
Viral •shareable content (ie: says
something about user)

29. App store SEO

30. Link building

31. Weekly tweets

32. Newsletter

33. Influencer outreach

34. Thanks!
@flatstack @launchpad
• Twitter: @cschultz
• Blog: chrisschultz.net
• Email: chris@flatstack.com