A concept for how a startup should build traction from day one and not wait for the minimal viable product to be ready.

1. Go to market
Don´t expect the market
to come to you

2. This is us

3. The marketing machine
Creating digital
relationships
Leads to better
business

4. Go to market
strategy for start ups

5. The obvious
Buyers are digital
Buyers have the power
All information is available

6. Product focused
MVP
Launc
h
Tractio
nUser
acquisiti
on

7. Marc Andreessen
Founder Netscape & VC
Andreessen Horowitz

8. Basically
If the only thing you have
to offer is you product…
…you are fukced

9. Traction focused
Tractio
n
Launc
h
MVP
Core
purpos
e
Expan
d
50/50

10. What do you believe?
What’s your cause?
Core
purpose

11. Start with why
Simon Sinek
Passion
Competence
Values

12. Traction

13. Describe your
potential market

14. To whom are you relevant?
What is important to them?

15. Focus on Personas

16. Understanding personas

17. Persona insight

18. Marketing that adds value and delivers an
experience

19. Relevant content
+

20. Traction channels
Targeting blogs
Targeting podcasts
Publicity
Unconventional PR
SEM
Social and display ads
Offline ads
SEO
Email marketing
Engineering as marketing
Viral marketing
Business development
Sales
Affiliate programs
Existing platforms
Trade shows
Offline events
Speaking engagements
Community building

21. How should
you work the
best of the
best?
What is possible?
What is probable?

22. What is possible?
Brainstorm through all channels
Formulate at least one concrete
strategy for each channel
Prioritise a couple

23. What is probable?
Run simple tests
Cost of acquisition
Reach (# of customers)
Strategic fit of customers

24. Measure

25. Your core channel
Invest time and money
Measure
Run A/B tests
Optimize strategy

26. Exemple podcast
Content Traction channels

27. What works for you?

28. Know
your why
Be
relevant
to your
buyers
Work
your core
traction
channel

29. Success factors
Buyer focus
Continuity
Test - learn - change

30. Traction focused
Tractio
n
Launc
h
MVP
Core
purpos
e
Expan
d
50/50

31. Subscription based
Unaware
prospects
Fans
Premium users
Forever
customers
Free users
Hangarounds
Produce and
promote content
Evangelize
Community
management
Support
Premium
support
Launch!
Reads
Likes
Shares
Feedback
Content
Feedback
Content
Revenue
Content
Recurring revenue

32. Understanding personas buyers journey
Expan
d

33. The digital B2B buyers journey
A
Investigate
B
Evaluate
C
Choose
70%
!

34. The result
Fan base
Business opportunities
Talent attraction
Established brand
Market presence
Authority
Validation of offering

35. Next step
Lets do lunch or coffee and talk some
more.
anders.hermansson@businessreflex.se
lars.dahlberg@businessreflex.se
Don’t be a stranger!
www.businessreflex.se