בישראל קיימים סטארט אפים טכנולוגיים רבים בתחומים שונים. לא מעט יזמים מצליחים להקים חברות ולפתח מוצרים ייחודיים אך אינם מצליחים לייצר פריצת דרך לשוק הבינלאומי. אין ספק שהיעדר שיווק נכון הוא, ככל הנראה, הגורם העיקרי לחוסר ההצלחה העסקית. במצגת תוכלו ללמוד 5 כלים ליצירת פריצת הדרך הבאה של הסטארט אפ שלכם לשוק הבינלאומי מאת חיות יוגב, מנכ"לית Gaia-VSM

1. How to Build your Startup Marketing
Hayut Yogev
CEO

7. Marketing has clear rules to follow

8. The 5 Tools of Startup Marketing

9. 1. Market Mapping

10. 3 steps for mapping the market
1. Learning the product and company
2. Defining the relevant fields
3. Monitoring the market

11. The Challenge
Innovative Technology

12. Market Mapping
1.
Say goodbye to subjective points of view.
2.
Don’t ask customers if they’ll use the product or what they need
3.
Don’t adopt the same plan as the startup next door
4.
Understand what you really have to offer
5.
Monitor customer behavior
6.
Find the opportunities
7.
Identify the barriers

13. 2. Laying the Market Strategy Foundations

14. What is a Market Strategy?
A process that can allow an organization
to concentrate its limited resources on the greatest
opportunities to increase sales and achieve
a sustainable competitive advantage
(Wikipedia)

15. A “Market Strategy” arms startups with the applicable tools
and valuable knowledge they need to become market leaders.

16. The 4 Core Dilemmas*
*Source: Gaia Model

17. The 4 Core Dilemmas
1
*source: Gaia Model
What do we do?
The Product

18. The 4 Core Dilemmas
2
*source: Gaia Model
What Market Category
should we play in?

20. The 4 Core Dilemmas
3
*source: Gaia Model
Who are our
Main and secondary
Customers?

21. Roger’s Adoption Curve

22. The 4 Core Dilemmas
4
*source: Gaia Model
What is our
Value Proposition?

23. The 4 Core Dilemmas
What do we do?
What market
The Product
Category are
we playing in?
Who are our
Main and secondary
Customers?
What is our
Value Proposition?
*source: Gaia Model

24. 3. Plan, Prepare and Consolidate
your startup’s marketing communications

25. “By failing to prepare, you are
preparing to fail.”
― Benjamin Franklin

27. Building the Marketing Activities plan
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29. Marketing activities
Adobe
MAX
Social
Webinars
Designers
PR
Gift
card

30. 1st week
Marketing
Monthly
activities plan
Finalize product doc.
New intro ppt for Operators
New intro ppt for partners
New intro ppt forMedia
Update one pager
Marketing Material /
Website
Lead generation
Social networks
Annual market show kickoff
Find 2 potential content preparation
partners in Europe
Minimun 15 tweets per month:
1) Articles
2) Exhibitions
3) Features
4) Every PR
5) Check out the news
New product PR
PR
Blog
Competative analysis
3rd week
Partners:Two-pager
New website design
Marketing Requirements Document
Customer Case study
Posts, a case study from PR
Goals:
Company one post per month
PR - one posts and one case studies
per month
- Find Giveaway
- Show brochure
- Consider potential partners for a
mutual event at the show
Desgin and arrangments of Stand
Generation of meetings with Customers
of both type, partners & Agents
Activation of agents for meeting
generation
Activation of PR for meeting generation
with Journalists & Analysts
Giveaways
Map Prospective Operators in 1 target
markets in Europe.
Lead Research in UK
Find 7 app developers for Operators
Buy leads name list.
Share a blog post on LinkedIn and
start a discussion
Effectivness questionable
Start retweeting
Share a blog post on LinkedIn
Utilize Linked In for lead research
Comment on 3 OTT related
tweets/discussions
Looking for more ideas for releases
towards the show
discuss timing in light of newsletter, TBD with PR
PR to contact 3 market leaders from
list every month
Operator's case study (PR)
Company Post
Guest post
4th week
Partners: New post
Whitepaper - capabilities
Gather Journalists kit materials
Towards Annual conference
1) inviting customers and partners
2) inviting Analysts and journalists
Contents:
2* Blog stories
1* Partner release
Newsletter:
1) One PR
2) One blog post
Newsletter
Exhibitions
2nd week
Update on website
Presentores Meeting
Show invitations
Show Business cards' design
Contact 2 Operators in 2 target markets
in Europe
Find and contact 2 content providers
Share a blog post on LinkedIn
Start Discussions:
1)
2)
TBD with PR
Content preparation (?)
Company Post
Case study
Guest Post
Company post - Companion devices
guest post
Research websites
Resrach WP
Compare offerings - differentiating factor

32. 4. Ready, Go! Marketing Implementation

33. Implementing the Marketing plan
1. Execute the plan as scheduled
2. Make sure everything works as planed
3. Get involved! talk with your sales. Talk with
your Collaborations. Talk with your target
customers.
4. Measure the results.

35. http://www.youtube.com/watch?v=-QFa3Kkl1tk

36. Tvinci winning “Best TV Everywhere
/Multi-Screen Service”
at the CSI Awards 2013 at IBC

37. 5. Always keep one step ahead…

38. Always keep one step ahead
1.
2.
3.
4.
Be creative
Read. Learn. Follow.
Be aware to new marketing trends
Be innovative

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40. Thank You
Email: Hayut@gaia-vsm.com
Website: www.gaia-vsm.com