From SEO/SEM and Content/Social to Distribution partnerships and PR it can be challenging for startups to determine which marketing channel is worth valuable time and resources. Using an approach I call "Stage Theory" this presentation explores which tactics to employ at various stages of a startup's development.

1. GROW SUSTAINABLY
WOW INVESTORS
Smart Marketing for Early Stage Startups
@ligayaya
angel.co/ligaya

2. HELLO, I’M LIGAYA
Marketing & Global Community Dev
Advising & Mentorship
Early Stage Investments
@ligayaya
angel.co/ligaya

3. M&C
Marketing:
Promotes the use of your
product to a specific
audience.
Community:
Connecting people through
your product to enhance their
experience and increase their
loyalty.
@ligayaya
angel.co/ligaya

4. INVESTOR INTERESTS
Traction
Engagement
Finances
@ligayaya
angel.co/ligaya

5. COMMON ISSUES
Founders overestimate market size,
diminishing investor confidence
Employ M&C tactics too early,
wasting resources and time
@ligayaya
angel.co/ligaya

6. NAIL YOUR MARKETING SLIDES
Just how big is the opportunity?
Give your business plan a sense of scale.
Top Down
Research firms
Industry analysts
Market reports
Purchase intent:
Google“size of X industry”
whittle it down
@ligayaya
VS
Bottom Up
User behavior analysis
User end purchases
Competitor revenues
Extrapolate from small
subset of data
roll it up
angel.co/ligaya

7. TOP DOWN:
SLICING THE MARKET
Consumer
Geography
Demography
Enterprise
Vertical
Market Size
multiply:
# of customers
average quantity
price per unit
BOTTOM UP:
EXTRAPOLATING
@ligayaya
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8. TOP DOWN:
FRAMEWORK
Total Available Market
How much money is generated by a
specific segment of the market?
Serviceable Available Market
SOM
Whats the value of your niche market?
SAM
TAM
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Serviceable Obtainable Market
What market share can you realistically
capture given sales, distribution, and
competition?
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9. M&C GOALS
1
Drive awareness and growth by making it
easy to spread the word offline and online.
2
Build a product people love by incorporating
user feedback.
3
Promote loyalty to your company by forging
real relationships with your users.
4
Create meaningful interactions between
users of your product.
@ligayaya
angel.co/ligaya

10. MRKTG &CMTY STRATEGY
Brand
Awareness
BD/Partner
establish differentiation
Contests &
Promotions
Press
Influencer Outreach
Content
Events
Social
Media
Acquisition
expand market share
SEO/SEM/Retargeting
Paid Advertising
Referrals
Ambassadors
Engagement
prime for sales, increase LTV
Challenge:
What to do when?
Customer Support
Email Marketing
@ligayaya
angel.co/ligaya

11. M&C
Success comes from knowing the right thing to do at the right time
Inception
PPMF
Engage
Growth
IPO
STAGE THEORY
Marketing and community tactics change
with each phase of a startup’s growth.
@ligayaya
angel.co/ligaya

12. STAGE ONE: INCEPTION
Inception
PPMF
Engage
Growth
IPO
GOALS
A workable product (MVP)
Relationships with your users
@ligayaya
angel.co/ligaya

13. INCEPTION
We want users to say:
“This is just what I need!”
FUNCTION
“This product looks awesome
and
people like me use it!”
PRESENTATION
“Thats a fair price.”
VALUE
Make your users feel valued.
@ligayaya
angel.co/ligaya

14. INCEPTION
Branding
Visual
logo
usability
aesthetics
Testimonials
Textual
experience
photo
tagline
value prop
vision+mission
In Consumer Tech, Users Are the Brand
@ligayaya
angel.co/ligaya

15. INCEPTION
CHECKLIST
Logo + Tagline
Mission Statement
Market Research
User Guidelines
Testimonials
@ligayaya
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16. INCEPTION
METRICS
Bounce rate
Registrations
Conversions
Applause & Conversation
TOOLS
Google Analytics
HootSuite
TweetDeck
Moz
@ligayaya
angel.co/ligaya

17. STAGE TWO: PPMF
Inception
PPMF
Engage
Growth
IPO
GOAL
A product people love enough to evangelize
@ligayaya
angel.co/ligaya

18. PRE PRODUCT MARKET FIT
Experimentation & Validation
Who is using your product?
DEMOGRAPHICS
When and why?
UTILITY AND USAGE PATTERNS
How much are they willing to pay?
PRICING
Happiness Index
Pain Points
@ligayaya
angel.co/ligaya

19. PPMF
CHECKLIST
Establish Support Channels
Email + Social Strategy
NPS of 40%+
User Personas
@ligayaya
angel.co/ligaya

20. PPMF
METRICS
Growth
Registrations
Referrals
Amplification
Activity
Monthly Active Users (MAU)
Daily Active Users (DAU)
Email Open Rate
Engagement time
Transaction patterns
@ligayaya
angel.co/ligaya

21. EXERCISE
1
Think about the last time someone from a
company contacted you. How did you feel?
2
Which networks or communities do you
belong to?
3
List three people from these that would be
interested in your product.
4
Write down two experiences with users, one
that was positive and the other difficult.
@ligayaya
angel.co/ligaya

22. QUESTIONS?
Thank you for your attention.
@ligayaya
angel.co/ligaya