How To Market & Build Your Startup Brand
description
Transcript of How To Market & Build Your Startup Brand
Simplified Marketing Techniques for Real Time Results - Dr. Som Singh
Session - 1 Introducing ACT
ACT Technique for Start-Ups
Structure to organize
Framework to achieve company’s goals
Is your company a Vitamin or Painkiller?
Understand the scope of your undertaking
Test assump=ons quickly
Fine tune your goals quickly and repair the thinking process
Purpose
Product to market fit assessment
Customer segmenta=on
Compe=tor Advantage Mapping
Pricing Length of sales cycle
Return on investment for
customer
Assumptions (A)
Dropbox Unamia Fe=se Mobstac Freemium Uber
Just Dial and MeJl
Prove your concept (POC)
Complete design specifica=ons
Finish a prototype & Validate
Create a Joint Development Program with customers
Release the final version
Checkpoints (C)
Evernote
• Iden=fying key opinion leaders with whom you need to build a rela=onship
• Developing your company pitch
• Recrui=ng prospects for product tes=ng
• Planning a lead genera=on campaign
• Wri=ng a whitepaper or conference presenta=on to support your thought leadership posi=oning
Tasks (T) Taxi For Sure
ACT: How it works ?
Tasks
Check Points
Assump=ons
We are your marke=ng doctors, we help diagnose so you take precau=ons before falling sick!
Session - 2 Customer
Segmentation
Defining a target audience is essen=al before developing a GTM plan.
Your products and services may appeal to a lot of people, but that doesn’t mean you should spend your =me and money trying to reach everyone.
Determining an audience can help you distribute what limited resources your startup has.
Customer Segmentation
Research & Techniques
Free Research Tools
Customer Profile – Inden=fy a homogenous set of customer to validate the opportunity
Accessibility of target segment
Time to sales cycle
Intensiveness of Compe==on
Marke=ng Channels Valida=on
Points we will cover
Alexa, Quick Sprouts
Session - 3 Branding Basics
Session 3 - Branding Basics Do
’s
• What is the DNA of your brand
• Take a stand on what is more important Corporate iden=ty or Product or both
• Market them accordingly
Don’ts
• Wait for the big thing to do the branding
• Keep on changing the iden=ty
• Mix the Product & Corporate Iden=ty
The goal of this session is to aJach oneself to an iden=ty one resonates with and build the brand value system around it.
As an Entreprenuer
As a Venture
As a technology
As a consumer
Branding Basics
Session - 4 PR and Community
Engagement
Build a community
Be a part of the club
Get in touch (Talk the right journalists)
Develop Story Angles
Iden=fy Media Venues
Session 4 – PR (pre-funding)
Some examples of start-ups that leveraged
PR
Zomato
Zomato made front page news a`er entering the Rs. 1,000 crore start-‐up club Founders have leveraged both-‐ social media pladorms and the print media to communicate business plans and goals Good PR helped Zomato raise awareness and aJract funding! The duo have set an example of not just good PR skills but even great community management and have set an example for many a start-‐ups
The art of storytelling
• Varun Agarwal’s claim to fame was a line that took the youth by storm-‐ “Don’t think!”
• The power of par=cipa=ng in forums and events can never be under es=mated
• The key to success here is: Talk from the heart and make sure your story resonates with every individual sihng there!
• Great PR isn’t first page news anymore, it is about how far your message travels
Start - Up Life
TAKE A VACATION “Really, take one. When you leave your team to
execute on their own, you’ll see where all the holes in your company are, and then you can work on patching them. You should be able to leave your company for a
few weeks without them needing you.” Bhavin Parikh | CEO, Magoosh Test Prep, @magoosh
DON’T TRY TO BOIL THE OCEAN ” It’s a great visual analogy, and it perfectly
encapsulates a major challenge for any startup founder. You’ve got to take the challenge on, one gulp
at a Cme.” Brent Beshore | Owner/CEO, adventur.es,
@BrentBeshore
GET BAREFOOT IN THE PARK “Think about it: A person takes off his shoes when he gets home and gets comfortable, which is the exact atmosphere that helps early-‐stage startups succeed. Early employees need to feel at home at the office, and they need to bond with their teammates like
family. Don’t allow shoes at the office, and employees will stay later in the night and build a closer bond with
their teammates.” Jun Loayza | President, Ecommerce Rules,
@JunLoayza
WORKING OUT WILL SAVE YOU TIME “I’ve found I’m so much more efficient aEer I work out that I always gain producCve Cme, not lose it. Seems counter-‐producCve for many, but my startup founder friends who don’t exercise regularly find it harder to stay focused, tougher to be creaCve, difficult to maintain a good diet, and are just less happy in
general.” Derek Flanzraich | CEO and Founder, GreaXst,
@greaXst
Contact Us
• www.unspunmarke=ng.com • hJps://www.facebook.com/pages/Unspun-‐Consul=ng/605009519556174
• hJps://twiJer.com/Unspun3
Thank You