A great overview of the book "Traction" written by Gabriel Weinberg and Justin Mares.

1. Traction
A Startup Guide To Getting Customers
Written By:
Gabriel Weinberg and Justin Mares
By: Fianna
McClain

2. What Is TRACTION "
Anyways?!?
u Sign that your business is
taking off
u Quantitative evidence of
customer demand
u Growth
u The pursuit of Traction is
what defines a Startup

3. Find the channel that is best for
your business, it is very likely that
one channel is optimal for you!!"
Step 1: Brainstorm
Step 2: Rank
Step 3: Prioritize
Step 4: Test
Step 5: Focusing
Step 6: Repeat, if
Necessary

4. Every Startup Has A Product,
Not Every Startup Has
Enough Customers
“The number one
reason that we pass on
entrepreneurs we’d
otherwise like to back
is they’re focusing on
product to the
exclusion of everything
else.”-Marc Andreessen

5. There are 19 TRACTION
Channels That You Need
to Know About!!
1.) Viral Marketing
11.) Targeting Blogs
2.) Public Relations
12.) Business Development
3.) Unconventional PR
13.) Sales
4.) Search Engine Marketing
14.) Affiliate Programs
5.) Social and Display Ads
15.) Existing Platforms
6.) Offline Ads
16.) Trade Shows
7.) Search Engine Optimization
17.) Offline Events
8.) Content Marketing
18.) Speaking Engagements
9.) Email Marketing
19.) Community Building
10.) Engineering as Marketing

6. Viral Marketing
We Use Viral Marketing!!
The Shorter, The Better
o The process of getting your existing
users to refer others to your product
o Creates true exponential growth
o Successful viral strategy involves
constant testing, measurement, and
trying new things

7. Public Relations
v Gain Traction Through Traditional Media
v Get On Traditional Media Via
Smaller Blogs
v Build Relationship With Pertinent Reporter

8. Unconventional PR
Publicity Stunt
Customer
Appreciation

9. Search Engine Marketing
Generate Instant Results
Through Pay-Per-Click
Advertising on Google, Yahoo!
and Bing
Constantly Be Testing!!
Ad Copy
Keywords
Demographic Targeting
Landing Pages
CPC Bids

10. Social & Display Ads
Goal Of Social Ads Is
Awareness-Orientated.
Purchase Takes Place Further
Down The Line.
Allow You To Reach A
Very Broad Audience
Since Display Ads Are
Present On Most Sites On
The Internet.

11. Of2line
Ads
More Money Is Spent On
Offline Ads Than Online Ads!!
Use Coupon Codes To
Measure Effectiveness!!

12. Search Engine Optimization
Improve Your Ranking In Search Engines And
Get More People To Your Site.

13. Content Marketing
Use Blogs To Educate And Reach Your
Customers By Creating Quality Content.

14. Email Marketing
• Acquire Customers.
• Build Familiarity With Prospects.
• Move Customers Through Your Funnel.
• Retain The Customers You Already Have.
• Personal Traction Channel. The More Personal, The Better.
• Email Can Be Used At All Stages Of The Customer Lifecycle.

15. Engineering As Marketing
² Create Simple Ways
To Engage Potential
Customers That Naturally
Lead ToYour Main
Offering.
² Make Useful Tools To
Generate Leads and
ExpandYour
Customer Base.

16. Targeting Blogs
Best Tools To Find New Blogs
Search Engines
You Tube
Delicious
Twitter
Social Mention
Talk To People
Works Best At The Beginning Stages And Is
Not Infinitely Scalable-Good Way To Get Your
First Users

17. ExchangeValue Through Partnerships
To Reach Customers In A Way That
Benefits
Both Parties.

18. Sales
Good For Products That Require Interpersonal
Interaction Before A Purchase-Often An
Expensive One.

19. Affiliate Programs
Main Traction Channel For Many Ecommerce Stores
Retail Affiliate Programs Will Use
q Coupon/Deal Sites
q Loyalty Programs
q Aggregators
q Email Lists
q Vertical Sites

20. Existing Platforms
Use An Existing Platform To Reach Potential Customers And Gain Traction!!
ü App Stores
ü Browser Extensions
ü Social Media
ü Newer Platforms

21. Set Up Meetings With People, Before The Event, So ThatYou Can
Actually Meet With The PeopleYou Want To Meet With.
u Editors Of Online And Offline Magazines
u Bloggers You Like
u Existing Customers
u Potential Customers
u YourVendors
u Your Competition
u Potential Partners

22. q Offline Events Give You The Opportunity To Engage
Directly With Potential Customers About Their
Problems.
q Works Well When Your Target Customers Do Not Have
A Place Online To Congregate.
q Effective For Startups With Long Sales Cycles.

24. Community Building
Build A Strong Community By Creating, Cultivating
And Empowering Evangelists For Your Product.
If People Are Passionate About What You Offer Then
They Will Likely Assist In Other People Becoming
Passionate Too.