Marketing your Startup

Marketing your Startup How to be heard above the noise

Q1: What do you want to be?• Lifestyle Business– Local market, not obsessed with growth– GLC’s -- “Great little companies”

• Niche– Large Geographic footprint, narrow customer profile

• High Potential Startup– Large global market, fast growth potential

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Business Model or Market

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Highly Disruptive

Q2: Are you disruptive?NEW technology

andNEW market

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Types of Startups

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Business Model or Market

Existing New

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Disruptive

Existing solution

made faster or cheaper

New technology, traditional

delivery

Old concept, new market

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Business Model or Market

Existing New

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Five Minute Activity

Disruptive

Existing solution

made faster or cheaper

New technology, traditional

delivery

Old concept, new market

Pick a Category:1. Sports2. Media & Entertainment3. IT – Software or

Hardware4. Transportation5. Consumer Products

How does this relate to Marketing?

Marketing Strategy

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Business Model or Market

Existing New

Exis

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Highly Disruptive

Existing solution

made faster or cheaper

New technology, traditional

delivery

Old concept, new market

Easier to get noticed

Harder to get noticed

What we’re going to talk about…

1. The Basics – be present2. The Message – something to talk about3. Going Guerilla – do something creative

Phase 1: The Basics (must haves)

• Logo• Website • Business Cards• Brochures or handouts• Social Media

Logo• Will be your most recognized asset• Not permanent • More on this in other sessions

Websites – Domain names…• Tips to get what you want– Remove vowels– Add an “AZ” – .co is more common– Look at the other countries

extensions • .as .cc .er .la .ly .ne .vc • Shorter is better

Do it yourself websites…• Wordpress, Wix, SquareSpace,

many more…• Squarespace– pretty easy to use, starts at $10/mo.

• Ask around…• Doesn’t have to be elaborate, but

it has to be there.

Brochures• Having a good 1-pager (tech companies)• Get input• Get help• Stay tuned for the 4pm class on Graphic

Design

Social Media• Linkedin, Facebook, Twitter, Pinterest • Use it but don’t over-do it• Leverage your contacts – get the “Likes”

Phase 2: Something to talk about• Press Releases• Spam• Your pitch deck • Crowdfunding • Trade shows, Competitions, Events• Specials and Promotions

Press Releases• What’s NEWS worthy???

– If you are truly disruptive then you have a story

– If not, you are an advertiser and they want you to buy an ad

• Do it anyway and put on your website– You are building your history

• Pay services and free services.– http://mashable.com/2007/10/19/press-releases/

Email Campaigns• Mailchimp, Constant Contact• Use it don’t abuse it • Can be effective when used

with other media• You need to build a contacts

database• Always ask permission

Your Pitch Deck• 25 pt font & 25 words per slide maximum• More visuals less text• 10 slides – 10 minutes

1. Title Slide/Overview/Elevator Pitch2. Problem3. Solution4. Team5. Business Model

6. Market7. Competitive Advantage8. Marketing and Sales Strategy9. Roadmap and Milestones10. Financial Information

Crowdfunding - yes

Tradeshows, competitions, events

Promotions – Escape Grid

Awareness activities -- Breezing

Supporting their Indiegogo campaign

Phase 3: Going Guerrilla…

• Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.

• Specifically geared for the small business and entrepreneur.• It should be based on human psychology • Forget about the competition and concentrate more on

cooperating with other businesses.• Guerrilla marketers should use a combination of marketing

methods for a campaign.• Use current technology as a tool to build your business.• Messages are aimed at individuals or small groups, the

smaller the better.• Commit to your campaign. Use Effective frequency instead of

creating a new message theme for each campaign.

Principles of Guerrilla…

Guerrilla ideas – ASU Edson Campaign

Guerrilla ideas – Arizona Pro DJ’s

Guerrilla ideas – 1UP

Conclusion• Look like a real company• Put together a plan• Use multiple strategies• Use one strategy to boost another strategy• Be creative• Get input• Listen to the customer

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Thanks!

Wiley LarsenVenture ManagerASU Entrepreneurship & Innovationwiley.larsen@asu.edu

References • http://www.cloudave.com/1129/the-four-quadrants-of-innovation-disruptive-vs-incremental/• http://en.wikipedia.org/wiki/Guerilla_marketing• http://www.sitepoint.com/forums/showthread.php?388271-Complete-List-of-Domain-Extensions• http://mashable.com/2007/10/19/press-releases/• http://www.foresightst.com/learning/• Robinson, David C. Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global

Toy industry, 2013