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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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Highly Disruptive
Q2: Are you disruptive?NEW technology
andNEW market
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Types of Startups
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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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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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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
