Startup Marketing

GETTING YOUR PRODUCT OUT OF YOUR HEADS AND INTO THE HANDS AND HEARTS OF USERS

@THOMCUMMINGS

STARTUP MARKETING

THE WORLD’S SOCIAL SOUND PLATFORM

1. MARKETING STRATEGY2. EARLY STAGE CUSTOMER GENEARTION3. GROW BY UNDERSTANDING

CONTENTS

MARKETING STRATEGY

Marketing is for companies who have

sucky products

Fred Wilson

MARKETING IS DEAD

LONG LIVE MARKETING

WHAT IS STARTUP MARKETING.

CLASSIC MARKETING STRATEGY

DESIGNTHINKING

METRICS

User surveys

Market research

Pricing analysis

Sales offers

Newsletters

Press releases

Creative campaigns

EngagementFunnel optimisation

Dashboards

Case studies

Find the user. Find the magic.

Connect the two.

App distribution

Segmentation

User profiles

Co-branded promotions

Partner comms.

Email CRM

Predictive modelling

Education

Videos

Product usage

Referrals

SEO

Events

Ethnographics

Feature evaluation

CLASSIC MARKETING STRATEGY

5C + 6P + 6M

COMPANY CONTEXT COLLABORATORS

CUSTOMER COMPETITORS

POSITIONING

DifferentiationSegmentation

Productlaceromotionriceackagingeople

Missionarketessageediaoneyeasurement

FOLLOW THE CUSTOMER LIFECYCLE

AW

AR

EN

ES

S

INT

ER

ES

T

TR

IAL

US

AG

E

LO

YA

L♥

MAXIMISE THE

♥

CUSTOMER ACQUISITION

THE BEST PRODUCT WINS

MAKE YOUR PRODUCT NATIVELY SOCIAL

THE FIRST FIVE HUNDRED

BUILD YOUR COMMUNITY

BRANDING

GHETTO TESTING.

SEO.SEM testing.

Social.ReTargeting.

FIND MULTIPLIERS

INBOUND MARKETING

Blogs.podcasts.

Video.eBooks.

enewsletters.Whitepapers.

Social media marketing.PR.

etc...

CHARGE FOR SOMETHING

$

DO THE HUSTLE.

GROW BY UNDERSTANDING

SOURCE: http://startup-marketing.com/the-startup-pyramid/

How disappointed would you be if you could no longer use [our service]?• Very disappointed• Somewhat disappointed• Not disappointed at all

40%Very disappointed

PRODUCT-MARKET FIT

SEPARATOR

SOURCE: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

PIRATE METRICS DASHBOARD

VIRAL GROWTH... THE HOLY GRAIL

Signups Active Shares Impressions

VGF = % USERS SHARE * # SHARES * SIGNUP CONVERSION

SEPARATOR

SOURCE: http://www.netpromoter.com/np/calculate.jsp

NET PROMOTER SCORE

SEPARATOR

Some useful tools:• Google Website Optimizer• Visual Website Optimizer• Optimizely• Unbounce Landing Pages

MULTIVARIATE TESTING & CONVERSION

SEPARATOR

BUT BEWARE...

Design like you’re right and listen like you’re

wrong.

John Lilly

SEPARATOR

Some useful tools:• Usertesting.com• Loop11• http://usabilla.com/• http://fivesecondtest.com/

USER TESTING & REAL WORLD FEEDBACK

HALF THE MONEY I SPEND ON ADVERTISING IS WASTED;

THE TROUBLE IS I DON'T KNOW WHICH HALF.

John Wanamaker

SCALING EFFECTIVELY.

ROILTV

CPA=

Lifetime ValueAverage spend * Purchase frequency *

Lifespan * Profit Margin

COHORT ANALYSIS

Cohort Period 0 Period 1 Period 2 Period 3 Total

Week 1 100

Week 2

Week 3

Week 4

50 20 15 100

200 30

150

10

80

250

200

500 605

.... basically anything and everything But pick the top 5 relveant metrics for your business + focus

E.g.• Retention• Upgrade & Cross-sell• Activation• Social or Engagement measures

Slice it by platform, region, channel, segment...

Some useful tools:• KissMetrics• Performable• MixPanel• Spreadsheets!

YOU CAN MEASURE FOR...

@THOMCUMMINGSTHOM@SOUNDCLOUD.COM

WE’RE HIRING: SOUNDCLOUD.COM/JOBS

THANKS!