Simplified Marketing Techniques for Real Time Results - Dr. Som Singh

Session - 1 Introducing ACT

ACT Technique for Start-Ups

Structure  to  organize    

Framework  to  achieve  company’s  goals  

Is  your  company  a  Vitamin  or  Painkiller?    

Understand  the  scope  of  your  undertaking  

Test  assump=ons  quickly  

Fine  tune  your  goals  quickly  and  repair  the  thinking  process  

Purpose

Product  to  market  fit  assessment  

Customer  segmenta=on  

Compe=tor  Advantage  Mapping  

Pricing   Length  of  sales  cycle  

Return  on  investment  for  

customer  

Assumptions (A)

Dropbox   Unamia  Fe=se   Mobstac   Freemium   Uber  

Just  Dial  and  MeJl    

Prove  your  concept  (POC)  

Complete  design  specifica=ons  

Finish  a  prototype  &  Validate  

Create  a  Joint  Development  Program  with  customers  

Release  the  final  version    

Checkpoints (C)

Evernote  

•  Iden=fying  key  opinion  leaders  with  whom  you  need  to  build  a  rela=onship  

•  Developing  your  company  pitch  

•  Recrui=ng  prospects  for  product  tes=ng  

•  Planning  a  lead  genera=on  campaign  

• Wri=ng  a  whitepaper  or  conference  presenta=on  to  support  your  thought  leadership  posi=oning  

Tasks (T) Taxi  For  Sure  

ACT: How it works ?

Tasks  

Check  Points  

Assump=ons  

We  are  your  marke=ng  doctors,  we  help  diagnose  so  you  take  precau=ons  before  falling  sick!  

Session - 2 Customer

Segmentation

Defining  a  target  audience  is  essen=al  before  developing  a  GTM  plan.    

Your  products  and  services  may  appeal  to  a  lot  of  people,  but  that  doesn’t  mean  you  should  spend  your  =me  and  money  trying  to  reach  everyone.  

Determining  an  audience  can  help  you  distribute  what  limited  resources  your  startup  has.  

Customer Segmentation

Research  &  Techniques  

Free  Research  Tools    

Customer  Profile  –  Inden=fy  a  homogenous  set  of  customer  to  validate  the  opportunity  

Accessibility  of  target  segment    

Time  to  sales  cycle    

Intensiveness  of  Compe==on  

Marke=ng  Channels  Valida=on  

Points we will cover

Alexa,  Quick  Sprouts  

Session - 3 Branding Basics

Session 3 - Branding Basics Do

’s  

• What  is  the  DNA  of  your  brand  

• Take  a  stand  on  what  is  more  important  Corporate  iden=ty  or  Product  or  both  

• Market  them  accordingly  

Don’ts  

• Wait  for  the  big  thing  to  do  the  branding  

• Keep  on  changing  the  iden=ty    

• Mix  the  Product  &  Corporate  Iden=ty  

The  goal  of  this  session  is  to  aJach  oneself  to  an  iden=ty  one  resonates  with  and  build  the  brand  value  system  around  it.    

As  an  Entreprenuer  

As  a  Venture    

As  a  technology    

As  a  consumer    

Branding Basics

Session - 4 PR and Community

Engagement

Build  a  community    

Be  a  part  of  the  club    

Get  in  touch  (Talk  the  right  journalists)    

Develop  Story  Angles    

Iden=fy  Media  Venues  

Session 4 – PR (pre-funding)

Some examples of start-ups that leveraged

PR

Zomato

Zomato  made  front  page  news  a`er  entering  the  Rs.  1,000  crore  start-­‐up  club    Founders  have  leveraged  both-­‐  social  media  pladorms  and  the  print  media  to  communicate  business  plans  and  goals    Good  PR  helped  Zomato  raise  awareness  and  aJract  funding!    The  duo  have  set  an  example  of  not  just  good  PR  skills  but  even  great  community  management  and  have  set  an  example  for  many  a  start-­‐ups      

The art of storytelling

•  Varun  Agarwal’s  claim  to  fame  was  a  line  that  took  the  youth  by  storm-­‐  “Don’t  think!”  

•  The  power  of  par=cipa=ng  in  forums  and  events  can  never  be  under  es=mated  

•  The  key  to  success  here  is:  Talk  from  the  heart  and  make  sure  your  story  resonates  with  every  individual  sihng  there!  

•  Great  PR  isn’t  first  page  news  anymore,  it  is  about  how  far  your  message  travels  

Start - Up Life

TAKE  A  VACATION  “Really,  take  one.  When  you  leave  your  team  to  

execute  on  their  own,  you’ll  see  where  all  the  holes  in  your  company  are,  and  then  you  can  work  on  patching  them.  You  should  be  able  to  leave  your  company  for  a  

few  weeks  without  them  needing  you.”  Bhavin  Parikh  |  CEO,  Magoosh  Test  Prep,  @magoosh  

DON’T  TRY  TO  BOIL  THE  OCEAN  ”  It’s  a  great  visual  analogy,  and  it  perfectly  

encapsulates  a  major  challenge  for  any  startup  founder.  You’ve  got  to  take  the  challenge  on,  one  gulp  

at  a  Cme.”  Brent  Beshore  |  Owner/CEO,  adventur.es,  

@BrentBeshore  

GET  BAREFOOT  IN  THE  PARK  “Think  about  it:  A  person  takes  off  his  shoes  when  he  gets  home  and  gets  comfortable,  which  is  the  exact  atmosphere  that  helps  early-­‐stage  startups  succeed.  Early  employees  need  to  feel  at  home  at  the  office,  and  they  need  to  bond  with  their  teammates  like  

family.  Don’t  allow  shoes  at  the  office,  and  employees  will  stay  later  in  the  night  and  build  a  closer  bond  with  

their  teammates.”    Jun  Loayza  |  President,  Ecommerce  Rules,  

@JunLoayza  

WORKING  OUT  WILL  SAVE  YOU  TIME  “I’ve  found  I’m  so  much  more  efficient  aEer  I  work  out  that  I  always  gain  producCve  Cme,  not  lose  it.  Seems  counter-­‐producCve  for  many,  but  my  startup  founder  friends  who  don’t  exercise  regularly  find  it  harder  to  stay  focused,  tougher  to  be  creaCve,  difficult  to  maintain  a  good  diet,  and  are  just  less  happy  in  

general.”  Derek  Flanzraich  |  CEO  and  Founder,  GreaXst,  

@greaXst  

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