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Smart Marketing for Startups
Cleantech Open Academy
June 29, 2012
Beth Zonis
Agenda
• Introduction
• Focus on value proposition
• Positioning and SWOT analysis
• Go to market strategy
• Measurement
• Now it’s your turn!
6/29/2012 Smart Marketing for Startups 2
You have great technology,
now you want to get paid for it!
• Investors (funding)
• Partners (employees/market)
• Customers (prospects/influencers)
Smart Marketing for Startups 3 6/29/2012
Marketing is…
A. Creating value
B. Communicating
C. Partnerships
D. Branding
E. Websites
F. Events
G. Media (social media, PR)
H. All of the above
6/29/2012 Smart Marketing for Startups 5
Your brand is a collection of
perceptions in the minds of your audience
BRAND
6/29/2012 Smart Marketing for Startups 6
How do people learn about you?
6/29/2012 Smart Marketing for Startups 7
Internet Statistics 2011 change since
2010
Email users worldwide 3 billion 67%
Share of emails that were spam 71% -20%
Number of websites 555 million 118%
Internet users worldwide 2.1 billion 7%
Internet users in North America 271 million 2%
People on Twitter 255 million 46%
People following @ladygaga 18.1 million 135%
People on Facebook 800+ million 33%
Number of video playbacks on YouTube 1 trillion 37%
Mobile subscriptions worldwide 5.9 billion
Consider these critical success factors
• Clarity
• Consistency
• Credibility
• Engagement
6/29/2012 Smart Marketing for Startups 8
Marketing begins with a value proposition
Your value proposition is a statement that
summarizes why a consumer should buy your
product or use your service.
This statement should convince a potential
consumer that your particular product or service
will add more value or better solve a problem than
other similar offerings.
Source: Investopedia
http://www.investopedia.com/terms/v/valueproposition.asp#ixzz1rC1IXcRt
Smart Marketing for Startups 9 6/29/2012
An effective value proposition will help
• Attract customers’ attention
• Generate interest
• Establish credibility
• Grow sales faster and more profitably
6/29/2012 Smart Marketing for Startups 10
Whom do you connect with and how?
• Decision-makers
• Channels
• Influencers
6/29/2012 Smart Marketing for Startups 11
First: identify your target audiences
• Categorize
• Prioritize
• Analyze
Imp
ort
an
ce
Role
6/29/2012 Smart Marketing for Startups 12
Then: articulate your value proposition
Value Proposition Worksheet
For…
Who want/need…
We offer…
We are better than alternatives,
because…
Proof points:
6/29/2012 Smart Marketing for Startups 13
Create a SWOT analysis for each segment
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• Be honest
• Be realistic
• Be specific
6/29/2012 Smart Marketing for Startups 14
internal
external
negative
positiv
e
Where does your product fit in the marketplace?
Engagement
Credibility Consistency
Clarity
6/29/2012 Smart Marketing for Startups 15
What is your go-to-market strategy? (more tactical than overall marketing strategy)
• Who needs to know?
• What do they need to
know?
• What do you want
them to do?
• Plan a cadence of
actions
• Consider a 360º
approach
6/29/2012 Smart Marketing for Startups 16
Awareness
Motivation
Influence
Your marketing strategy begins internally
• Corporate mission, goals & objectives
• People
• Product
• Relationships
• Make sure everyone can articulate the
same company story!
6/29/2012 Smart Marketing for Startups 17
Then it goes external
• Market needs
• Market trends
• Competition
6/29/2012 Smart Marketing for Startups 18
Website
Social
Networking
BRAND
Collateral
Direct
LOGO
PR
Clarity: Simplicity is a virture
– even for sophisticated
technology
Engagement: Are the
elements in synch?
Interchangeable?
Compelling?
Consistency: Look, feel,
tone – from one element
to the other
Credibility: Market-
speak or ideas that
resonate
Are your targets aware of your brand?
6/29/2012 Smart Marketing for Startups 19
Make sure to measure your marketing efficacy
• Achievement of corporate objectives
• Sales…leads, volume, cycle, costs
• Traffic…buzz, hits, replies
• Loyalty…satisfaction, repeat business
6/29/2012 Smart Marketing for Startups 20
Now it’s your turn:
Let’s articulate your value proposition
Value Proposition Worksheet
For…
Who want/need…
We offer…
We are better than alternatives,
because…
Proof points:
6/29/2012 Smart Marketing for Startups 21
Value proposition guide FOR:
NOTES: Each unique “client” set should have a separate chart. Pick one to start. : Think about defining them in a way that might be
searchable in a database or directory.
What characteristics define clients or likely prospects? What is unique about them? Consider attributes that would be searchable in a
database.. What role(s) do they play? What are their titles? Who has the budget, authority, need and time frame for a solution?
WHO WANT/NEED:
What problems do they need to solve? What are the reasons to buy? After we have a list, we can prioritize the list. We may be able to
organize the list according to categories of buyers within each client group.
WE OFFER:
What does MY COMPANY/PRODUCT do? What are the steps in the process? Describe solution in terms that address client needs or
pain points. Use customer terminology (aka the “voice of the customer”). How does it work?
WE ARE BETTER THAN ALTERNATIVES, BECAUSE:
NOTES: List top alternatives, including doing nothing. Who are key competitors? What do they offer? How else can people solve the
same problem?
How is MY COMPANY unique? How is it better than existing alternatives and approaches?
PROOF POINTS:
NOTES: Use statistics and client testimonials, as well as patents and certifications. The results should be defined in terms that directly
address client needs or pain points, using customer terminology and meaningful numbers. If you don’t have actual customers yet,
consider putting together a few scenarios to demonstrate cost savings.
How does MY COMPANY/PRODUCT directly address each pain point? What benefits can clients expect?
What do clients say about how MY COMPANY has helped them? Have any 3rd
party organizations certified or endorsed MY
COMPANY/PRODUCT?
Can we point to specific examples that demonstrate the impact?
What are the anticipated results and benefits for the target customers
How can you prove the value ?
6/29/2012 Smart Marketing for Startups 22
THANK YOU!
Beth Zonis
Principal and Founder
Eco Marketing LLC
www.ecomarketingonline.com
617-501-9660
Smart Marketing for Startups 23 6/29/2012