Startup marketing in a nutshell
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STARTUP MARKETING IN A NUTSHELL The Why, What, How and When?
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Startup Marketing in a nutshell answers the fundamental question as to where a startup must start with their marketing. Every business is different and there is no silver bullet but we can learn from experience to answer why we need to do marketing and what that entails. The why, what, how and when references Lean Startup Engines of Growth, Ash Maurya's Three Stages of a Startup and the Business Model Canvas before detailing the marketing tools, tactics and outlook required for Startup Marketing Success. Includes link to download One Page Marketing Plan.
Transcript of Startup marketing in a nutshell
STARTUP MARKETING IN A NUTSHELL
The Why, What, How and When?
Marketing is important, right?
BUT – where do I start as a startup?
Dry Cleaner
Electrician
Every business is different
Food Flavour Ingredient
Examples of business I have met this year Wedding Planner
Swimming Instructor
Flood Remediation Engineer
Medical Organiser Diary
Special Offers App
Branded Football Boot
Cloud Document Management
Industrial Calibration
Ergonomic Riding whip
Self cleaning rainwater gutter
Marketing Automation System
Branded Iced Tea
Events Organiser & Fundraiser
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No Silver Bullet
SO :-
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Why? What? How?
When? Who?
Marketin
g
Most pictures courtesy of morguefile.com
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as in What are you hoping to achieve?
Why ‘do’ Marketing?
Understand the Market
Deliver Sales
Generate Interest
Create Awareness
Marketing can help you determine the focus for your business right now!
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What ‘is’ Marketing?
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Marketing is firstly about you (the team/business) and your Customer
Problem/Solution Fit Product/ Market Fit Scale
How do I accelerate growth?
Problem worth solving?
Source: Three Stages of a Startup, ‘Running Lean’ by Ash Maurya
‘Must Have’ Product
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Sustainable growth is when new customers come from the actions of previous customers
Eric Ries, The Lean Startup
ENGINES OF GROWTH
So, your Business & Customer profile determines approach to
Marketing
Viral Paid Sticky
Cost of acquiring
customers paid for out of
revenue.
when the rate of new customer
acquisition exceeds the
churn
Growth happens as a
consequence of customers using
the product.
As reflected in your BUSINESS MODEL [NB: test each assumption]
ON BASIS THAT Only when product/market fit has been achieved should you allocate significant expenditure to Marketing.
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HOW … ? Marketing Tools
HOW DO WE GET KEEP and
GROW CUSTOMERS?
Understand the Market
Deliver Sales
Generate Interest
Create Awareness
Refer back to Objectives of Marketing
Market Research = Knowledge & Understanding
Marketing Communication = Information, Buzz, Understanding,
Assist with Decision Making
Value Proposition = Help the Customer
to Buy
A ‘REMARKABLE’ PRODUCT SOLUTION
FEATURES
PACKAGING
CUSTOMER SERVICE
GUARENTEES
THE BUSINESS CASE
BENEFITS
AVAILABILITY [ROUTES TO MARKET]
….. Seth Godin
BRILLIANT STAFF
PROCESS
PRICING THAT WORKS
ABILITY TO GRAB ATTENTION OF TARGET AUDIENCE
Promotional Mix
• Text Message Marketing
• Special promotions
• Point of Sale • Sponsorship • Website + SEO • Blog • Social Media • Online advertising
(SEM to include Landing Pages)
• Business vehicle
• Public Relations
• White Papers
• Events
• Competitions & Awards
• Advertising
• Testimonials
• Referrals
• Channel Partners
• QR Codes
• Personnel Selling
• Networking
• Trade Shows
• Business Cards
• Compliment Slips
• Brochures + flyers
• Direct Mail
• Videos
• Packaging
• Email Marketing
But, lots of ways to SPEND money?
TRICK – to know (learn) what works!
EXPERIMENT-MEASURE-LEARN
ideas
EXECUTE
campaign
MEASURE
data
LEARN
BE CREATIVE
Start with low cost channels
and tactics that worked
for others then be BOLD!
….. thanks Eric!
FOCUS ON SMALL NUMBER OF MARKETING ACTIONS AT A TIME ….
If you do everything right in the early stages and you’re lucky, startup marketing eventually just becomes marketing.
Sean Ellis, Startup Marketing.com
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When … ? Marketing Tactics
Marketing Action Profile Market
Identify Ideal Customer
Business Cards
Website | Email | Networking
Primary Research
Prototype(s)
Launch | Branding | Brochures | Signage | Trade Shows | SEO / SEM |
Social Media | White Papers / Testimonials | PR / Bloggers | CRM
TRIAL & SIGN UP
Repeat Customers
Advertising | Partners / Support
Assess Growth Options – New Markets/ Segments | Products |
Business Models | Pricing | Staff/ Resources
Start here
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Who?
No ‘Marketing’ department yet! Use
Expert Advisors
& Mentors
Because Startups are in SEARCH mode
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Pulling it All Together
www.startuphughes.com/blog/one-page-marketing
… by Donncha Hughes
Twitter: @donnchadhh
Business Advisor, Mentor & Trainer
Contact Details
• Marketing & Sales to include Web Site Content, Event Management, PR, Events, + Market Research
Websites: www.startupwebtraining.com and www.startuphughes.com
• Business Plans, business planning, lean startup, financial projections + grant applications
