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Strategy
S Who is your customer? S Consumer
S Employer
S B2B
S Title – CEO/CFO/Director/Product Manager?
S Where can you find them?
S Why would they switch from what they do today?
S What does your product do for them? Why does that matter? Why does that matter?
S Pricing – How much will they pay? How much do you need to be a viable business? Target $1M ARR
Focus on their Pain
S Not you and your product
S “My name is Lowell and I work for FlexMinder and we have software that automates the claim submission process for your participants”
S “We reduce debit card substantiations by 75% for TPA’s”
Obsession with listening
S You only have a business if someone sees the value and is willing to pay for it
S Brutally honest feedback
S Survey existing/potential customers
S Speak with them (Skype/phone/f2f)
S What pain does it solve
Messaging
S Capture interest
S Every word matters
S Earning the right to get more of their time
S A/B test to get it right
S Use free panels (like Toluna.com)
Expansion
S ID the profile of your customer
S Find more just like them
S Referral program
S Channels
S Partnerships
Fishing (lead gen) Marketing/Advertising
S Paid S Facebook (Desktop/Mobile) S Search (Adwords)
S SEO
S Conference
S Cold calling
S Drip campaign
Hunting Conferences/Cold Calling
S What conferences do your target customers attend?
S Speaking slots (not the paid ones)
S Display
S Guerilla marketing S Coffee S Breakfast/lunch/dinner