PRESENTED BY:

Myths & Truths - Building a Product

APRIL 29, 2015PRESENTED BY:

PRESENTER:

JERROD BAILEY

PARTNER & PRACTICE LEAD, TALLWAVE

NEED TITLE GRAPHIC

LAUNCHING A STARTUP LIKE A BOSSHow to Launch a Company When You’re Not a Coder

AGENDA

WWW.TALLWAVE.COM/SPRINGBOARD INFO@TALLWAVE.COM

● Conventional Wisdom: How Most Startups Start

● An Alternative Approach for Non-Technical Founders

● Tips, Tricks and Tools at Each Stage

● Big Free Give-away ($2,500 value) at the End!

INTRODUCTION

JERROD BAILEYPartner, Tallwave LLC

15 yr start-up operator and enterprise. 3 start-ups, 3 exits.

Works with Tallwave portfolio and client companies to build scalable systems for growth (but hacks his way to get there).

In a previous life:● UUNET (first Tier 1 ISP), sold to

MFS for $2B● Virtela ($70M venture backed,

sold to NTT for $520M)

PART 1: Conventional Wisdom

How Most Startups Start

Conventional Wisdom

$$100K Bet #1: Product

Bet #2: Go-to-Market

2.0!3.0!4.0!n.0!

Product-Market Fit!!

Idea Scale

Conventional Wisdom

$

2.0!3.0!4.0!n.0!

Idea Scale

1. Pivot Certainty: 100%2. 1,000:1 [Startups:Capital]3. Not Viable for Non-

Technical Founders

Part 2: An Alternative Approach

for Any Startup but Especially for Non-Technical Founders

Image: CandylandM Hasbro

An Alternative Approach

$

Idea Scale

An Alternative Approach

$

Idea Scale

$

Sales & Marketing

Website & Brand

Software(MVP)

Prototype

Product-Market

Fit

Prototyping

$

Idea Scale

Prototype

Product-Market

Fit

Prototyping

Tips, Tricks + Tools

Image: Google Ventures War Room: https://www.gv.com/lib/tour-the-google-ventures-war-room-in-san-francisco

Why Prototype?

1. Demonstrate your User Experience in a tangible way

for investorsfor users

for developersfor yourself

Why Prototype?

2. Use it to raise Capital

Why Prototype?

3. Use it to test your assumptions with end users

Why Prototype?

4. Use it to decrease your development costs

(hone your MVP)

Why Prototype?

5. Use It to Develop Your Business Model

Your MVP Should Accomplish Each of These to Some degree:

★ Activation (download, install, signup)★ Engagement (daily active and monthly active

usage)★ Retention (reason to never leave, never stop)

Activation > Engagement > Retention

Forget 10,000 users. Give me 100 total strangers…

If all 100 download my app (activation), use it every day (engagement) and never leave (retention), then I have

the foundation for an amazing company.

Instagram’s Product-Market Fit

Activation Engagement RetentionInvitation from Friends (social integration)

I see friends on it (social login integration)

I see a stream of interesting things (discovery)

I see a big button just begging me to create my first post (activation goal).

Creating and sharing (core loop) is drop-dead simple

I get push notifications that bring me back to the app regularly

Word of Mouth is buzzing

app store photos, copy and ratings are compelling

Saw an interesting photo from someone on Social Networks (social integration)

Growing list of followers (investment)

Regular referrals / business from posts (income)

Personal sense of expression (intrinsic)

Where I communicate with my social sphere (involvement)

Search and invite my friends to join me (social integration)

Virality

Core Loop

Passive Engagement

Prototyping: Tips, Tricks + Tools

Design Interact

Prototyping: Tips, Tricks + Tools

#PenBeforePixelhttp://inkwell.io/

Design Thinking

Prototyping: Tips, Tricks + Tools

2 Week Sprint Clickable Prototype + User Testing

Building Your Software

$

Idea ScaleSoftware(MVP)

Prototype

Product-Market

Fit

Building Software

Tips, Tricks + Tools

Rules for Building

1. Find a CTO

★ Architects the Solution★ Helps vet the Dev partner

★ Ties the Business to the Technology★ Can be part time. Paid or equity.

Rules for Building

1. Find a CTO

★ Use LinkedIn Advanced Search and Connection Requests

★ Target the larger tech employers in town (Titles: “Architect”, Director or Head of Development, CTO)

★ Target senior employees at app development shops

Rules for Building

2. Investigate Offshoring but be careful

★ Design & Test domestically★ Multiple Pre-vetted Bids from http://www.

accelerance.com/★ eLance and oDesk: Expect Hit & Miss

★ TopTal is a great resource for great freelance dev talent

Rules for Building

3. Test New Designs/Features Constantly

★ Build Prototyping & User Testing into your Agile Schedule

★ Find users on Craigslist, LinkedIn, Mechanical Turk, or pull from your Beta Signups!

Website & Branding

$

Idea Scale

Website & Brand

Software(MVP)

Prototype

Product-Market

Fit

Website + Branding

Tips, Tricks + Tools

Image: Triad Branding http://www.triadadvertising.com/blog/7-tips-for-successful-rebranding/

Rules for Branding

1. If your segment already has a leader, make a new segment

Rules for Branding

2. Source and Validate Your Brand Attributes with Real Users

ClueApp.com

Branding: Tips, Tricks + Tools

Before Branding:Send Questionnaire

to Real Users

After Branding:Test Which Attributes

They Actually See

Rules for Websites

1. Single-Page Website + Blog + Landing Page Solution!

★ Creates an Online Presence★ Establishes Basic Content Strategy (blog)

★ Provides Flexibility to Experiment w/ Campaigns★ No Developers Needed

Website: Tips, Tricks + Tools

Single-Page Website

Landing-PageSolution

Website: Tips, Tricks + Tools

Single-Page Website

Landing-PageSolution

Website: Tips, Tricks + Tools

Landing-PageSolution

● Event Pages○ User Launches○ Webinars

● Email Marketing Campaign destination

● Pay-per-Click ExperimentsMessaging Experiments

A/B / Multivariate Tests● Social Media Marketing

Experiments● Investor Landing Page● Interest Gathering● Lead Generation

○ Content offers● Talent / Recruitment Pages

Branding: Tips, Tricks + Tools

3 Week Sprint Visual Brand, Market Positioning

Sales & Marketing

$

Idea ScaleSales & Marketing

Website & Brand

Software(MVP)

Prototype

Product-Market

Fit

Sales & Marketing Systems

Tips, Tricks and Tools

Image: Entrepreneur.com http://www.entrepreneur.com/article/226889

Marketing & Sales

1. Build a list of all your buyers

★ For B2B, Use LinkedIn Advanced Search + LinkedInTool.com + SellHack to append

emails/phone numbers★ See our Webinar on hacking LinkedIn

Marketing & Sales

2. Establish Your Core Marketing Tools

★ Email: Mailchimp★ Landing Pages: Unbounce★ Social: Bufferapp + Sniply★ Analytics: Google Analytics

Marketing & Sales

3. Claim Your Social Outposts

★ There are more than you think

Launching Like a Boss

Pulling It All Together with a Go-to-Market

Preparing for Launch

1. Talk to 100 Users

Preparing for Launch

2. Sequence Your Next 90 Days with Parallel Efforts

Preparing for Launch

3. Set Up a Launch Page and Get Early Adopters

★ Try ProductHunt and Betalist and Reddit Startups, but there are many more!

★ Try for 10 beta signups. Then 100. Then 1,000.★ Calculate your CAC (Cost to Acquire)

Preparing for Launch

4. Build Contacts

★ Use LinkedIn and Twitter for Outreach:

MediaAdvisors (to turn into investors)

Talent(to show investors)

Map of Early Stage Capital in the US [link]

Preparing for Launch

5. Plan for Closed Beta, Open Beta and Full Launch

★ Expect that Nothing Will Go as Planned★ Don’t Set Investor Expectations for a Big, Successful

Launch

Preparing for Launch

Team

3rd Parties

New Hires

Dev Complete!

Closed Beta!

Big Event!

Open Beta!

Today

Preparing for Launch

Preparing for Launch

6. Launch Like a Boss!

★ “I knew all the rules, but the rules did not know me. Guaranteed.” -Eddie Vedder. Guaranteed. (2007)

Special Offer

★ Free Design Studio from Tallwave

Half-day session with our World-class Design Team. $2,500 value.

Ideate Your Concept and Design Your Core Loop!

Submit Here to Win!

PRESENTED BY:

Myths & Truths - Building a Product

THANK YOUPRESENTED BY:

PRESENTERS:

JERROD BAILEY

PARTNER, TALLWAVE

jerrod.bailey@tallawave.com

Myths & Truths - Building a Product

NEED TITLE GRAPHIC

LAUNCHING A STARTUP LIKE A BOSSHow to Launch a Company When You’re Not a Coder