Creating a “buzz”

For your start-up

The difference between “hype” & “buzz” = Perception

Marketing Analysis*

* Prof. Robert Dolan, Harvard Business School

Customers Company Competitors Collaborators

Market Segmentation

Target Market Selection

Product & Service

Positioning

Product & Service

Place/Channels Promotion

2. Creating Value

1. Starting Gate

Pricing

3. Capturing Value

Pricing

3. Capturing Value

Profits

Customer Acquisition Customer Retention

4. Sustaining Value

And NOW for the BUZZ

Just say “NO”

It starts with YOU

If you don’t believe it - no one else will.

If you can’t explain it - no one else will (and no one else will believe you!)

Then your immediate familyWorkers Senior Management Technical Marketing Office

Support Consultants Accountants

Lawyers

VCs Board Members Investors Investment Bankers

Brokers Suppliers

Distributors Strategic Partners

And then your extended family!

End Users

The World at Large

Your Competitors

Media Rollout

Alpha Beta Product Launch, Pilot

Speaking

Popular/Daily

Industry

Tech x

x

x

x

Catching the wave...

Product Naming Logos & Fliers Brochures Web site One Web site Two

Booths & Shows

Advertising VS. Public Relations&Controlled Time

Exact Message

Details that print wouldn’t cover

POWER

Endorsement from the outside

Less expensive

Network – great reach

Not All Press is

Good Press

automatically

Presenting Yourself...

KISS

Presenting Your Company...

EDU - TAINMENT

Being Original doesn’t mean

it means

“being original”

“being original”

In Conclusion…

Tell ‘em what you’re going to tell ‘em.

Tell ‘em

Tell ‘em what you’ve told ‘em

Always tell the TRUTH – that way you don’t have to remember what you’ve said

Have FUN These are the good old days