1. CodeNinja talk
5th Nov 2013
From Product Market fit to early sales
By Michael FitzGerald of

2. From Product Market fit to early sales - 5th Nov 2013
Questions?
Please stop me and ask.
... and a disclaimer (not a lecturer)

3. From Product Market fit to early sales - 5th Nov 2013
1. Build it (Product) - MVP
2. Story it (Marketing) - Founders & App
3. Sell it (Revenue) - Product or Equity

4. From Product Market fit to early sales - 5th Nov 2013
MVP

5. From Product Market fit to early sales - 5th Nov 2013
Build the MVP...
Core Concept
Core UX
... on the road to Product / Market fit

6. From Product Market fit to early sales - 5th Nov 2013
But only software right?
No... use landing pages to test
any product.

7. From Product Market fit to early sales - 5th Nov 2013
The advantages of a startup...
Low budget (less bloat)
No users (no legacy)

8. From Product Market fit to early sales - 5th Nov 2013
Go live early - changes
everything
(But not for most games?)

9. From Product Market fit to early sales - 5th Nov 2013
Learn to say no.
... and even upset some.

10. From Product Market fit to early sales - 5th Nov 2013
Attract and engage
“sophisticated early adopters”
And learn, iterate, learn, iterate...

11. From Product Market fit to early sales - 5th Nov 2013
UX.
... and not just app. All touch points.
Remember, you’re damaged goods
Take away that “uncertain feeling”
Animations (not the fancy ones)
Context before (design) consistency
Conventions: Macro vs Micro
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12. From Product Market fit to early sales - 5th Nov 2013
More UX.
Mobile first if possible
Reduce decisions for user
Design screens that will not be read!
Simple vs smart
Use things like Twitter Bootstrap
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13. From Product Market fit to early sales - 5th Nov 2013
The Story of Marketing

14. From Product Market fit to early sales - 5th Nov 2013
At the start
it’s all about your story as much as the app

15. From Product Market fit to early sales - 5th Nov 2013
Launch?
Not the traditional way anyway.
... but it can be done Mailbox-style
Good video, Get emails & Gamify.

16. From Product Market fit to early sales - 5th Nov 2013
Marketing website
You’ll be judged on it! (Squarespace)
Look alive. Emanate ‘aliveness’
Keep copy short - only need one
sentence to hook
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17. From Product Market fit to early sales - 5th Nov 2013
The dirty word of sales

18. From Product Market fit to early sales - 5th Nov 2013
Traffic
Tracking
Landing pages
Web forms
Contact Mgt
Autoresponders
Lead Score
Interaction
Sale Pipeline
Sale
A modern
sales process

19. From Product Market fit to early sales - 5th Nov 2013
Google Ads
Referral
SEO
Social
Manual
Traffic
Lead gen
Tracking
Landing pages
Web forms
Lead Generation
It’s a numbers game. Good,
small, poor (leads), send
them through the funnel!

20. From Product Market fit to early sales - 5th Nov 2013
Google Ads
Referral
SEO
Manual
Traffic
Lead Capture
Tracking
Build fast, try things, A/B
test, try more. Tweak.
Landing pages
Lead capture
Google gadget
Web forms
Contact Mgt

21. From Product Market fit to early sales - 5th Nov 2013
Web forms
Contact Mgt
(CRM)
Autoresponders
Lead profiling /
Enrich contact
Lead Profiling &
Enrich contact
Spot the time-wasters and
prune the good ones.

22. From Product Market fit to early sales - 5th Nov 2013
Lead Nurturing
Contact Mgt
Email Mkt’ing
(Autoresponders)
Lead Nurturing
Lead scoring
(CRM)
Interaction
Funnel emails - specific and
targeted. Process actions of
subscribers. Record in CRM
in custom fields or
(additional) Statuses.

23. From Product Market fit to early sales - 5th Nov 2013
Inside Sales
Lead scoring
Interaction
(CRM)
Inside Sales
Sale Pipeline
(CRM)
Transaction
Live on the phone - warm
calling (with permission).
Create, nurture and close
deals.

24. From Product Market fit to early sales - 5th Nov 2013
Transaction
Sale Pipeline
Sale &
Accounts
Transaction
And move them on in the
Ecosystem! Retention,
Customer support, Tech
Support.

25. From Product Market fit to early sales - 5th Nov 2013
Traffic
Lead gen
Tracking
Landing pages
Lead capture
Web forms
Contact Mgt
Lead profiling
Email Mkt’ing
Lead Nurturing
Lead Scoring
Interaction
Inside Sales
Sale Pipeline
Sale
Transaction

26. From Product Market fit to early sales - 5th Nov 2013
That’s it.
Build n’ship

27. From Product Market fit to early sales - 5th Nov 2013
Thank you for listening