Tycoon created this presentation specifically for participants in New York's Startup Weekend Global Fashion Battle on September 5-7 2014. As dedicated sponsors in this amazing event, Tycoon covers business and marketing fundamentals such as the elevator pitch, customer empathy map, customer decision journey, marketing map and key performance indicators.

2. Why does my
business exist?
And why should
anyone care?

3. What does my business exist?
Value proposition
Why do my customers care?
Brand
How do I measure success?
Analytics

4. Why does my business exist?
A VALUE PROPOSITION is a company’s reason for existence.
The company needs to answer: “why is the customer better off?”
This takes many forms, but one popular way to communicate this clearly
and concisely is an elevator pitch.

5. What is a value proposition?
“Your value proposition lies at the intersection of unmet
market needs, company core competencies and currently
unclaimed positions.”
--Kristin Tedesco
“Strategy is based on a differentiated customer value
proposition. Satisfying customers is the source of
sustainable value creation.”
--Robert Kaplan and David Norton

6. Turn your value proposition into an elevator pitch.
Understanding your business.
Your customers and their needs.
And how you fulfill them.
Hint: Your most important metrics will
come out of understanding this well!

7. What is an elevator pitch?
A concise definition of a
business communicating its
value proposition and its
customers.

8. For (target customer), who has
(customer need), (product name) is a
(market category) that has (one key
benefit). Unlike (competition), the
product (differentiation).

9. For ecommerce companies that
need to make marketing decisions
backed by data, Tycoon is an easy-to-
understand analytics service with
crystal clear design and crazy good
support.
Unlike Google Analytics, Tycoon is
specifically for ecommerce teams.

10. Why do my customers care? Who are my customers?
Identity
Needs
Behavior

11. Who are my customers?
CUSTOMER PERSONAS intricately define a
company’s target customers beyond shallow
characteristics such as age, sex, income,
education and location.
Although certainly a good start, a customer
empathy map is a helpful exercise that more fully
describes the person – motivations, concerns
and behaviors.

12. THINK & FEEL
What are the customers’ hopes, fear,
and dreams?
What do they think about all day?
SEE
What does their environment look like?
What do they see?
What’s around them? Cities? Countries?
HEAR
Who influences the customer?
Celebrities? Entrepreneurs?
Media brands?
Their friends?
SAY & DO
How do your customers act?
Where do they speak out?
How do they use social media?
LANGUAGE BARRIER
Be careful to avoid words that your customer may know, but don’t ever actually use. A company
touting that it’s “multi-platform” service or its “responsive design” is industry jargon.
How does your customer actually speak?

13. iYso nuor tb urapn d
to you

14. A BRAND is a person’s gut feeling about a
product, service, or organization.
Because brands are defined by individuals - not
companies or markets.
It’s not what you say it is, it’s what they say
it is.

15. “A brand is the set of expectations, memories,
stories and relationships that, taken together,
account for a consumer’s decision to choose
one product or service over another.”
–Seth Godin
“A brand is emotional shorthand for
accumulated or assumed information. A brand
is present when the value of what a product,
service, or personality means to its audience is
greater than what it does for the audience.” –
Austin McGhee

16. Watch this:
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

17. HAVE A PERSONALITY EASY.
ANSWER THREE QUESTIONS:
1. How can you change
customer’s life?
2. What you stand for?
3. Who or what you hate?
NOW HAVE MISSION,
VALUES, ENEMY.
THAT ENOUGH FOR
MINIMUM VIABLE
PERSONALITY.

18. Personality is API for loyalty.
http://www.avc.com/a_vc/2011/09/minimum-viable-personality.html

19. How do I get
people to my site?

20. There’s not just outside your website.
There’s not just inside your website.
Holistic experience deserves holistic,
measurable strategy.

21. Customer Decision Journey
by Harvard Business Review
Consider Evaluate
Buy
Enjoy
Advocate
Bond
Loyalty Loop

22. Are you driving brand awareness or outcomes?
PQ x CP
Prospect Quality - Closeness to target customer
// Does this prospect resemble your target customer? How much so?
Conversion Probability - Closeness to purchase decision
// Is this prospect ready to buy (or donate, signup, etc.)? How strong is their intent?

23. Conversion Probability
Prospect Quality
Brand Awareness
Point of Sale
Beware:
Unreliable
Avoid Like
The Plague

24. Affiliate Marketing
Retargeting
Social Media Email
Conversion Probability
Prospect Quality
Display
Search

25. Running a site without analytics is flying blind.
Analytics enable you to confidently take action
or make a decision.
Use Analytics to track Key Performance
Indicators and growing trends across:
1. Site Performance
2. Consumer Behavior
3. Advertising & Marketing Campaigns
4. Content Performance

27. Four steps to being data-driven…
1. Determine KPIs
Ecommerce example:
Visits * Conversion Rate * Average Order Value = Revenue
2. Establish normalcy
Know your typical daily, weekly and monthly numbers.
3. Suspect exceptions
If something deviates outside your normal range - above or below -
investigate it thoroughly.
You may find a problem that needs fixing, or uncover a new opportunity.
4. Compare + contrast
Why does search traffic see better conversion rates than Facebook visitors?
What products are outperforming the norm?

29. Learn more at tycoonhq.com