A great pitch deck for a great little startup. Really nice approach and use of the group to act as suppliers.

1. Qredo Digital Plan 15/16
Gravytrain & Base One
2nd July ‘15

2. What we’ll be covering today
Who we are and what we do
Pre-launch plan
Audience research – App developers
Phase 1
SEO – New Website
Becoming part of the conversation
Content / PR
Phase 2 & 3
Expansion of digital strategies
The Role for PPC
The role for Display
Quick Wins
In Conclusion
Investment

3. Company (us)
Data
Value
ROI
Trust
Data drives everything we do here at Gravytrain. B
utilising data we can implement innovative solutions
Our aim is to provide complete transparency in
everything we do.
Gravytrain believes in providing true value for our
clients – both in monetary and personal terms.
Return on investment is our number 1 priority at all
times.

4. Tech we had to use
Custom Crawler
(on next slide)

6. Executive Summary
• To influence our target audience, we have create influence with the people
and places that influence them.
• Phase 1 will include a pre-launch setup which allows us to start engaging
with the app developer audience and activate SEO in conjunction with paid
media options.
• Phase 2 is about introducing the targeting of Enterprise and Finance
audience types. Increased budgets to cater for this audience with different
targeting tactics but in similar online channels to Phase 1.
• Gaining market share in this territory is highly competitive with companies
like IBM spending millions per month on advertising.
• We aim to take on the big guns and increase awareness and sales for
Qredo.

7. Pre-launch – keyword research
Company Confidential
Category Sub-Cat Page
Head Shoulder Long-Tail

8. Audience Research – App
Developers

9. Programming Communities
http://codecondo.com/programming-communities/

10. The sales funnel – What do we know about the target
audience
The App developer audience can be broken into three
target segments; Awareness, Needs, and Purchase.
Awareness
Needs
Purchase
The Awareness segment are, broadly speaking, all App Developers and Digital
Entrepreneurs. The more people see a description of the product, the more
likely they are to actively seek out Qredo a year down the line, when they are
in market
The needs segment are people who are actively researching a problem that
Qredo solves. They might be on Google, or during a discussion on a social
channel such as Stack Overflow or IRC.
The Awareness segment are, broadly speaking, all App Developers and Digital
Entrepreneurs. The more people see a description of the product, the more
likely they are to actively seek out Qredo 3 years down the line, when they
need for the product

11. The content funnel
Awareness Needs Purchase

12. Timeline to 2017
Pre-Launch
(Oct-Dev ‘15)
Audience Research
Phase 1 & 2
(Oct-on-going)
SEO Recommendations
KPIs
SEO Throughput
Social Discovery
Social Listening
Our “Hero”
PPC
Display
YouTube
Content
PR
Distribution

13. Phase 1

14. Preparing for the Beta Launch
Keyword research to
ensure your content
will have the widest
possible reach
Influencer Research -
Where can we can go
to reach your
audience?

15. SEO – New Website

16. The Technical Audit
• Ensure all content is indexable by
search engines.
• Unlikely to be a major task unless
client-side rendering platforms
are used in the site build.
• Ongoing of monitoring of forum
needed – forums are a common
search spammer attack vector.

17. The Content Audit
• If someone is actively researching a data
security solution, what language do they use?
• What questions do people have about crypto-
security, and wider data security across different
platforms?
• Are people actively searching for assets like
libraries, or informational ‘how to’ content? What
titles will bring in the widest possible relevant
audience?
• The content audit is the step to generating a
content calendar that will enable

18. SEO isn’t just Google
• Getting traffic to the website from Google isn’t the only objective
• SEO can also improve the visibility of earned coverage, as well as community
activity on places like Stack Overflow and Github.
• Finally, the internal search functionality of developer community sites are also a
source of trafic that should be optimised for

19. Becoming part of the
conversation

20. We need to be part of the conversation
• ‘GravyBot’ is our bespoke
real-time monitoring and
response framework.
• We can build a custom
extension that’ll monitor
developer-specific networks
like Stack Overflow, in order
to flag conversations
amongst developers on the
theme of data security…

21. Introduce Qredo ‘hero’
• This is an audience that prefers integrity and authenticity over
production value.
• ‘Qredo Person’ will be the voice of all outreach, from the talking
head in press through to community engagement and Q/A.
• See: Matt Cutts formerly @ Google, Major Nelson @ Xbox etc

22. PPC – Getting noticed (encryption)
• The data to the left shows
prominent searches for
communities around ‘encryption’
online. The colours represent
different groupings, while the
arrows represent the most
important keywords.
• Key objectives for phase 1
– Focus on driving clicks from
developers looking for security
solutions
– Then remarket to users via
Google Display Network

23. PPC – Getting noticed (development)
• The data to the left
shows prominent terms
for ‘development
security’ related
searches.
• Key objectives for
phase 1
– Focus on driving clicks
from developers looking
for security solutions
– Then remarket to users via
Google Display Network

24. Display Advertising – Raising
awareness in the community
• Use specialist display
advert platforms that
only target developers
• Dominate the
developer display ad
space

25. YouTube Advertising – Targeting coders
• Video ads of Qredo Guy
demonstrating how
product works
• Target code-related
videos e.g. PHP

26. Content - PR

27. The content activation process
Research Prepare Formulate Implement Promote

28. The Developer Blog
• ‘Qredo person’ the face of
the developer blog.
• Dev’s love to learn; talking about some
of your (perhaps not the patented!)
learnings and ideas throughout the
development process is shareable
content.
• Remember; Dev’s talk to each other!
Even content aimed at relatively Junior
developers will help raise awareness
within teams.

29. Earning attention through stunts
The Hack Day
• A live, web broadcast event
• Pay hackers to try and
crack an app using Qredo
in it’s backend.
• Assets generated off the
back of the event such as
video can be seeded to
journalists.

30. In summary…
• We want to get in front of as many developers as possible, at all
levels.
• This is an audience that is constantly learning, reading and talking.
• The user journey from first impression of the product to final purchase is
expected to be an extended one, with multiple touch points across a
variety of media.
• We want to use influencer outreach, social outreach and paid advertising
to ensure that we have a high visibility in any discussion about data
security. SEO can then be used to promote those conversations,
maximising the reach of our activity

31. Phase 2/3 Launch
(Ent, Finance)

32. Phase 2/3 : Expansion of Paid and
DigiPR strategies
Core
developers
Trade
Magazines for
Enterprise &
Social
Broadening
PPC
Mainstream
Social,
Press.

33. Mainstream Social, Press

34. Awareness amongst Enterprise and
Financial Press

35. The Role for PPC

36. PPC Advertising – Driving sales
“enterprise security
solutions”
“financial privacy”
Brand keywords Competitor brand
keywords
Competition
Cost
“data security solutions”

37. The Role for Display

38. Display Advertising – Expanding reach
• Use Google Display
Network, along with
specialist ad platforms
targeting enterprise and
financial sector
• Grow reach but still highly
targeted

39. Social Display – Targeting enterprise
and finance professionals
Unique Facebook ID
Email address
Interests
Pages Liked
Job title
Company
Retargeting
Job title
Company
Industry
Groups
Demographic
Geo-targeting
Retargeting

40. YouTube Advertising – Targeting
enterprise and finance professionals
• Videos with a more
professional and
traditional feel
• Target videos about
enterprise and data
security

41. Quick wins

42. Create Crunchbase profile
• Create profile and add funding information.
Will feature at bottom of Techcrunch

43. In Conclusion…

44. “To influence somebody, we’ve got
to already know what influences
them.”
Tony Robbins

45. KPIs table
Media Influence Search Display
Type Blogs / Social Monitoring and Response SEO PPC Developer Networks YouTube GDN Social
Phase P1 P2 P1 P2 P1 P2 P1 P2 P1 P2 P1 P2 P1 P1 P2
KPI Site Visits Mentions
Impressi
ons
Site
Visits
Sessions
Conversi
ons
Clicks
Conversi
ons
Impressions
Site
Visits
Impressi
ons
Site
Visits
Impressi
ons
Site
Visits
Impressi
ons
Numbers
x1000
Optional
Target Year
1
10 0.6 10 15 4.5 0.01
6k @
£10/click
0.3 10 1 100 2 300 3 150
Target Year
2
30 2 100 25 9.5 0.02
7k @
£12.50/cl
ick
0.7 20 2 1000 10 600 6 300
Target Year
3
60 5 1000 35 19.5 0.03
8k @
£12.50/cl
ick
0.9 50 5 5000 50 2000 20 1000
Target Year
4
100 20 5000 50 38.5 0.035
9k @
£12.50/cl
ick
1.1 50 5 5000 50 5000 50 2500