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Getting your product out of your heads and into the hands and hearts of users. The slides from my startup marketing class at General Assembly, November 2012.
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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...
WE’RE HIRING: SOUNDCLOUD.COM/JOBS
THANKS!
