Presentation for a Fredericton High School Marketing class. Asking the question is the 4 Ps of Marketing apply for Lean Startup.

1. The 4Ps of Marketing
For Lean Startups
http://www.flickr.com/photos/horrigans/5898339783/sizes/l/in/photostream/

2. A BIT ABOUT ME…
• STARTUP FOUNDER
• MENTOR
• I AM A RUNNER

3. Lean Startup
Customer Validation | Minimal Viable Product | Fail Early & Often

4. A Lean Startup
Founded in 2007 | Revenues: $247M | Valuation: $10Bn

5. Do the 4 Ps Of Marketing
apply to lean startups?
http://www.flickr.com/photos/gianpierre_soto/5505817770/sizes/l/in/photostream/

8. A lot has
changed
since 1950s
http://www.flickr.com/photos/liloueve/4464938781/sizes/l/in/photostream

9. Has a marketing strategy?
Do the 4 Ps from the 1950s still apply in 2012?
http://www.flickr.com/photos/ms_cwang/4163569540/sizes/z/in/photostream/

10. Product
Most important item on the list
Taken from www.apple.com

11. Price
Get this right as a bad price will hurt!
http://www.flickr.com/photos/joeshlabotnik/7174686540/sizes/l/in/photostream/

12. Promotion
No longer about “As Seen on TV”…
http://www.flickr.com/photos/seanbonner/3325716451/sizes/o/in/photostream/

13. http://www.flickr.com/photos/12905355@N05/6459781271/sizes/l/in/photostream/
Place
Not as important as it once was (at least for most)

14. The Marketing Playbook
For Lean Startups
http://www.flickr.com/photos/marada/6039505049/sizes/l/in/photostream/

15. #1 – Make Things People Want
#2 – Build a Loyal Following
#3 – Experience vs. Awareness
#4 – Customer Acquisition

16. #1 – Make Things People Want
#2 – Build a Loyal Following
#3 – Experience vs. Awareness
#4 – Acquisition

17. Consumers have lots of choice

18. http://smithery.co/making/make-things-people-want-make-people-want-things/attachment/make-things-people-want/

19. Make People Want Things
A major disaster in 1985 for an such an iconic brand
http://www.diamondcokecans.com/CocaColaCans/

20. Make Things People Want
Apple demonstrates this consistently across all products.
http://www.flickr.com/photos/frijole/3301689810/sizes/l/in/photostream/

21. #1 – Make Things People Want
#2 – Build a Loyal Following
#3 – Experience vs. Awareness
#4 – Customer Acquisition

22. http://www.flickr.com/photos/chris_gin/2393917106/sizes/l/in/photostream/
Think of early users as a flock of sheep.
They always finds the best grass.

23. Most products have a few who consider it a must have.
They are the keys to success.
http://www.flickr.com/photos/ph-stop/3101407532/sizes/l/in/photostream/

24. http://www.flickr.com/photos/foxypar4/1852428153/sizes/l/in/photostream/
Listen for a signal about who loves your product, and why as soon
as you release.

25. Focus on the users‟ perceived value (not yours)
http://www.flickr.com/photos/albertovo5/5088378900/sizes/l/in/photostream/

26. Often this means eliminating the cool features that don‟t matter to
the end user.

27. Your Phone & Music In One.

28. A very loyal customer base

29. Some more loyal than others!

30. #1 – Make Things People Want
#2 – Build a Loyal Following
#3 – Experience vs. Awareness
#4 – Customer Acquisition

31. Focus on delivering great customer experiences.

32. Listen why customers love (or hate) your product.

33. Awareness campaigns are a waste of money for startups.

34. Investing in awareness
campaigns too early can
take you the wrong way

35. #1 – Make Things People Want
#2 – Build a Loyal Following
#3 – Experience vs. Awareness
#4 – Customer Acquisition

36. Implement the business model that allows you to profitably
acquire the most users.

37. For some startups, place is more than a physical location.

38. Place can be launching through an „App Store‟

40. Private
Beta Launch

41. Test messages for key target markets

42. Word of Mouth

43. Does your product benefit from a network effect?

44. Does your product value to one user depend on how many other
users there are in total?

45. A few examples where size of the network is important

46. Knowing when to hit the gas pedal is key.
Scaling awareness too quickly can spell disaster
http://www.flickr.com/photos/lanier67/4047779644/sizes/l/in/photostream/

47. Focus on metrics that
matter

48. For most startups, it is
measuring:
1. Acquisition
2. Activation
3. Retention
4. Referral
5. Revenue

49. Lots of affordable services and tools

50. Balancing Act
Most successful entrepreneurs have a good balance of execution intuition and luck.
http://www.flickr.com/photos/classblog/5136926303/sizes/l/in/photostream/

51. Most startups fail because the founders give up
http://www.flickr.com/photos/kcnickerson/1008563510/

52. Hard Work Pays Off…So Don‟t Give Up!

53. Do the 4 Ps Of Marketing
apply to lean startups?
http://www.flickr.com/photos/gianpierre_soto/5505817770/sizes/l/in/photostream/

55. Contact Me:
E-Mail: jthompson@about.me
Twitter: @thomjeff
Some of the photographs in this presentation were retrieved from Flickr and made available under a Creative Commons
license. Please refer to each photograph for a link to the image source.