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Product Marketing Strategy for Startup
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Transcript of Product Marketing Strategy for Startup
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THEEVOLUTION OF ENGAZIFY
Rajath D. M. 05/05/2016
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Overview Product SaaS to AI, Features, Experience, Goals
Brand (re)Define Brand, mascot(bot), Website
Reach Full Power Blog & Content
Engage Building a relationship with users
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Color Codes defining priorities
RIGHT NOW TASK Highest Priority, Do it Now, EoW
NEXT WEEK TASKNext Immediate task, within next EOW
TWO WEEK TASK Dependant tasks, within next 2 weeks
LAUNCH TASKCompletion and Finish. Get, Set Go!
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PRODUCT We know we’re building something EPIC
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Multiple Custom IntegrationsChange of Target Users
Change in Point economicsSupporting Web App
Different competition
App for ENGAZIFY
Webhooks, bots, slash commands, Slack Buttons
From startups/small teams in big companies to teams using slack
Award name counter, flexibility on rulesets & reward lists
For preferences, settings, rules, data, payment etc etc
More AI than just SaaS; Bonusly, Growbot, HeyTaco
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PHASE 1: + Bot +AwardsIntegration as a slash command/webhookEnabling awards directly from SlackAward/Expression counterAwards = core valuesEnabling queries with bot for statsVery carefully explore options for best experience
Eg Syntax: /Engazify [username][award_name] @[username] #[award_name]
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PHASE 2: +Webapp +Admin options
Build web app to provide admin optionsAdmin DashboardEnable admins to define RulesetsFocus on experience & simplicity for Rulesets
Eg rules: 5 awards to 500 points
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PHASE 3: +Finishing touch
More flexibility for adminEnhancing experienceTest with first set of external usersOptions to create new rewardsPoints to purchase platform
Eg rewards: 10 awards in a week = day off, 500 points = Custom gift etc.
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PHASE 4: +Beta Launch
Beta Launch; Invite onlyInvite friends, teams online or anyone who requestsFrequent feedback to help user researchBuild more: New platforms, interfaces etc.
Improvise.
We should have a solid product within 2 months of this.
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BRAND The way we want the world to see us!
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Why?To have a uniform brand experience across all interfaces.
The goal is to build a userbase that loves the product so much and talks about it.
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Define Brand Characteristics, Personality
Also Mascot & (re)Naming features
Website Reflecting the Brand
Accepting requests for invite
Build Keywords
Very specific for SEO, content and social media
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Design Guidelines For social, e-mail & graphic content
Base for UI/UX Taking the brand experience to Web/desktop/mobile interfaces
Partnerships Associate with (or support mutually) the team’s or target’s or partner’s personal brand
First Brand Evolution
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REACH Getting to the right people.
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Selling the problem we’re solving, the platform(s) we’re building on and the approach we’re taking.
Engagement. Slack. AI.
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Blog setup/Migration Based on brand, website etc.
Full Power content Based on an Editorial CalendarTopics: Engagement, Productivity, Tools, Slack, AI
Hack, Hustle, ScaleHack bots, automation - using tools for more reachGetting shares/retweets by partners
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Map: Cities/regions with target audience.Hotter the color, bigger the market.
Tweet heavy Multiple accounts, some bots on twitter (Max 3) Follow, like, retweet, interact
Some Social PR Linkedin groups, Quora answers
Search Ads, Promos Only if $$$ Permits
More PR Let’s get featured!
Offline Events/Co-working spaces
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ENGAGE Keeping them users stuck to our products
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The Invite Now that we’re building something, let’s make it a little private until the first set of users
The Hook Product Decisions, Creating hooks/freemium stuff that users would pay for
More Life for the Product
Making the bot more human, useful, humorous, cool etc.
Economics Making points & rewards nicer & more stable
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User Research
Lovable E-mails
Community
Talk to them, build for themMake them listen to usBuild a stronger relationship
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Digital Marketing Website Content Operations
One big taskNeed to hire Intern(s) or part time or get help for
Brand
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Time for some action. Let’s build.Take Engazify to the next level.