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BUILDING A FOUNDATION FOR GROWTH

CEZARY PIETRZAK Startup Garage

Wellington, New Zealand February 18, 2015

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HELLO, WELLY!

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MY BACKGROUND

2000 - 2004

2005 - 2008

CEZARY & CO

2008 - 2012

2012

2013

2014

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WHAT I’LL SHARE TODAYMy key takeaways on startup marketing & growth

Things you’d like to know / Q&A

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START WITH A STRONG FOUNDATION

#1

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#1

MARKETING FUNDAMENTALS CANVAS

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#1

EXAMPLE: UNION SQUARE VENTURES

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PUT PEOPLE FIRST, CHANNELS SECOND

#2

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#2

WORKSHEET: MOMENTS & PLACES

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#2

PHOTO SHARING APP FOR NEW MOMS MOMENTS & PLACES

‘FIRSTS’ DOCTOR’S VISITS

EMAIL UPDATES TO FRIENDS FAMILY VISITS FEEDING TIME

EXAMPLE: PHOTO SHARING APP FOR NEW MOMS

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#2

EXAMPLE: INSIGHTS & CHANNELS

PHOTO SHARING APP FOR NEW MOMSINSIGHTS & CHANNELS

INSIGHT: MOM SPENDS A LOT OF TIME AT HOME CHANNEL: TV, DELIVERY SERVICE

INSIGHT: MOM GOES TO DOCTOR’S CHANNEL: PEDIATRICIAN OFFICES

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PRIORITIZE CHANNELS

#3

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#3

WORKSHEET: TRACTION CHANNELS

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#3

EXAMPLE: JOB ORGANIZATION APP

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#3

TRACTION BOOK + BULLSEYE FRAMEWORK

BULLSEYE FRAMEWORK

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MAKE RETENTION THE FOCUS OF YOUR BUSINESS

#4

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#4

WORKSHEET: MARKETING FUNNEL

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#4

EMAIL AUTOMATION FLOWS

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#4

EMAIL AUTOMATION TOOLS

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CREATE STRONG HYPOTHESES

#5

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#5

CUSTOMER OBJECTIONS

I DON'T REMEMBER WHAT X IS I'M SKEPTICAL ABOUT X

I DON'T HAVE TIME TO DO X I MISSED THE EMAILS SO WASN’T AWARE

I FEEL X IS TOO EXPENSIVE I FEEL X IS TOO COMPLICATED

I'M LOOKING FOR SOCIAL PROOF

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CODIFY GOODWILL VIA REFERRALS

#6

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#6

REFERRAL PROGRAM CHECKLIST

MAP OUT THE REFERRAL FUNNEL

BUILD AWARENESS

PERSONALIZE THE EXPERIENCE

AUTOMATE INVITATIONS / GMAIL OAUTH

USE THIRD-PARTY TOOLS

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MAKE GROWTH A TEAM SPORT

#7

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#7

STARTUP TRIFECTA

MARKETING TECHNOLOGY DESIGN+ +

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#7

REFERRAL LIST

DO YOUR RESEARCH

BUILD A STRONG CASE

UNDERSTAND COMPANY PRIORITIES

MEASURE CORRECTLY

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SET UP TOOLS FOR INDEPENDENCE

#7

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WIN WITH PROCESS, NOT TACTICS

#8

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#8

STARTUP MARKETING PROCESS

FUNDAMENTALS

GROWTH

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SUM

MAR

Y

1. START WITH A STRONG FOUNDATION 2. PUT PEOPLE FIRST, CHANNELS SECOND 3. PRIORITIZE CHANNELS 4. MAKE RETENTION THE FOCUS OF YOUR BUSINESS 5. CREATE STRONG HYPOTHESES 6. CODIFY GOODWILL VIA REFERRALS 7. MAKE GROWTH A TEAM SPORT 8. WIN WITH PROCESS, NOT TACTICS

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CEZARY.CORead my blog for articles on

marketing, growth and mobile