Ryan DekmarMktg Analytics: 491

Spring 2015

Book Review #1

Require customer demand

Evidence of Customer demand

Traction comes trough 19 channels

Unconventional PR

dfdf

PR

Community Building

Speaking Engagements

Offline Events

Trade Shows

Existing Platforms

Affiliate Programs

Sales

Business Development

Targeting Blogs

Engineering as Marketing

Email Marketing

Content Marketing

Search Engine Optimization

Offline Ads

Social and Display ads

Search Engine Marketing

Viral Marketing

Which of these

channels will lead to

traction for my start up???

Set a business goal.This shows where you want to go

with your business.

Reach that goal with the least steps possible(critical path).

Find a mentor

to give you a more objective perspective when you’re re-assessing your traction goal.

TestTest

Bullseye - Finding the traction channel which will unlock your next

growth stage

BrainstormBrainstorm RankRank PrioritizePrioritize Focus on Focus on what workswhat works

Know each channel and come up with reasonable ways each channel may be utilized

for your business

Rank your ideas

The most compelling ideas(from brainstorming) should be the first tested

Select the three most promising traction

channels. Multiple channels allows for parallel

testing

Small scale tests with low costs

start directing your traction efforts and resources towards that most promising

channel.but do not lose awareness of the business

environment

wring the traction out of the channel

“It’s especially important to understand how similar

companies acquired customers over time, and

how unsuccessful companies wasted their

marketing dollars.”

Product Developme

ntTraction

You should spend equal efforts on building a product consumers want

and testing/finding traction channels that work.

“Constantly running small traction tests will allow you to stay ahead of competitors

pursuing the same channels.”

You can’t wait for users to come to you, you must go and recruit

them manually.

As channels get saturated and

growth flattens, look to new or

previously unsuccessful

channels to further growth.

Don’t ignore channels you are unfamiliar or think are irrelevant.

Continually repeat the process and test channels to stay current and

find new traction.