Contenu connexe Similaire à Marketing for Startups - Crafting Your Story (20) Marketing for Startups - Crafting Your Story1. @WebbJS © John Webb 2013
John Webb
Marketing for Startups:
Crafting Your Story
© John Webb 2013
2. @WebbJS © John Webb 2013
“Great stories happen to those
who can tell them.”
Ira Glass
3. @WebbJS © John Webb 2013
Determine Your
WHY
Define The
PROBLEM
Build Your
PROPOSITION
Create Your
CONTENT
4. @WebbJS © John Webb 2013
DETERMINE YOUR WHY
“Let him who would move the world
first move himself.”
Socrates
5. @WebbJS © John Webb 2013
WHY
HOW
WHAT
Simon Sinek: Start With Why
Traditional, product-led marketing
OUTSIDE - IN
6. @WebbJS © John Webb 2013
Innovators / Early Adopters engage with beliefs first
WHY
HOW
WHAT
INSIDE - OUT
Simon Sinek: Start With Why
8. @WebbJS © John Webb 2013
Rockstar)Games)
When your WHY is seen as a
“Noble Cause” people will follow
9. @WebbJS © John Webb 2013
Getting to your WHY?
Cultural
Context
Audience
Insights
Business
Mission
Brand
Values
WHY
EXTERNAL
INTERNAL
10. @WebbJS © John Webb 2013
Keep
going
back
to
first
principles
Why?
Why?
Why? Why?
Why?
Why?
Why?
Why?
Why?
Why?
(Image: Shutterstock)
11. @WebbJS © John Webb 2013
To make tools for the mind that advance humankind.
To organize the world’s information and make it universally accessible
and useful.
To give people the power to share and make the world more open
and connected.
To provide the best customer service possible.
A world in which every single human being can freely share in the sum
of all knowledge
Transforming how products are built and launched
To make it easy for people to do themselves some good (whilst making
it taste nice too)
Where people can come to find and discover anything they might
want to buy online
12. @WebbJS © John Webb 2013
DEFINE THE PROBLEM
“If I had one hour to save the world, I would
spend fifty-five minutes defining the problem,
and only five minutes finding the solution.”
Albert Einstein
13. @WebbJS © John Webb 2013
Who
are
you
solving
for?
(Image: Shutterstock)
14. @WebbJS © John Webb 2013
Problems worth solving for are usually for you
What problems do
you understand
uniquely well?
16. @WebbJS © John Webb 2013
What’s the nature of the problem?
UTILITY
(Need to complete a task)
GRATIFICATION
(Need to gain emotional
satisfaction or pleasure)
IDENTITY
(Need for expression
or recognition)
RESPONSIBILITY
(Need to be accountable)
17. @WebbJS © John Webb 2013
Customer Intertia
• Cost / effort
• Satisfaction with existing solution
• Apathy
• Lack of awareness or comprehension
• Perceived risk
(Image: Shutterstock)
18. @WebbJS © John Webb 2013
• Cost
• Time
• Effort
• Attention
• Reputation
• Risk
• Satisfaction
• Enjoyment
• Time
• Achievement
• Social
recognition
• Revenue
• Reputation
• Competitive
advantage
• Security
(Image: Shutterstock)
19. @WebbJS © John Webb 2013
BIG
Problems
=
BIG
Opportunities
Pick a
BIG
FIGHT
20. @WebbJS © John Webb 2013
Qualifying the problem
• Is it addressing a real and valid pain point?
• Is it a problem that lots of people have?
• Is this a discrete group that you can delimit and effectively target?
• Can you reach and serve these people?
• Are these people willing or likely to spend money to solve this
problem?
• Is the problem likely to remain or even grow over time (on a
universal level)? Is the market sustainable?
• Could someone else easily solve this problem? Is it a defendable
space?
• Is it easy to articulate what the problem is and how you can solve it?
21. @WebbJS © John Webb 2013
Startup ideas fall into 2 groups
NEW-MARKET
DISRUPTION
LOW-END
DISRUPTION
Clay Christensen: The Innovator’s Dilemma
22. @WebbJS © John Webb 2013
• Don’t disrupt for disruptions sake
• Look at real-world contexts
• Consider the ecosystem as a whole, not just
your slice
• Products and technology do not disrupt,
business models do
• See different problems
(Image: Shutterstock)
23. @WebbJS © John Webb 2013
BUILD YOUR PROPOSITION
“The meaning of a proposition is the
method of its verification.”
Moritz Schlick
24. @WebbJS © John Webb 2013
A
N
S
W
E
R
AUDIENCE – Who are you solving for? Target Audience
NEED – What need are you fulfilling / problem are you solving?
SOLUTION – What’s your elegant solution to this need / problem? What
are you providing to the customer? What value are you adding?
WHY IS IT BETTER? – Than what the customer is currently doing / using?
How do you differentiate versus the competition?
EVIDENCE – How are you credible? Why should customers and partners
believe you?
REDUCE IT DOWN – To first principles and express in it’s basest form. Keep
it simple and succinct
25. @WebbJS © John Webb 2013
Reduce It Down
Audience
Need
SolutionWhy is it better?
Evidence
The
Value Proposition
Framework
26. @WebbJS © John Webb 2013
Does your
business model
support the
value proposition?
(Image: Shutterstock)
27. @WebbJS © John Webb 2013
CREATE YOUR CONTENT
“Traditional marketing talks at people.
Content marketing talks with them.”
Doug Kessler
28. @WebbJS © John Webb 2013
Content is the raw material of stories
Bringing it to life…storytelling
(Image: Shutterstock)
31. @WebbJS © John Webb 2013
Where’s your audience gone?
(Image: Shutterstock)
33. @WebbJS © John Webb 2013
Standing out
takes time,
energy, focus
& perseverance
“The instrument that I never learned how to
play was my fans. You know, they are the part
of the story that nobody teaches you. I just
want to do the right thing; I want to be a
voice with them, among them.”
Lady Gaga
34. @WebbJS © John Webb 2013
High quality content, make it…
• Problem-solving
• Unique
• Shareable
• Compelling
• Topical
35. @WebbJS © John Webb 2013
CONTENTPull People In
Be Relevant & Compelling
CONTEXT
36. @WebbJS © John Webb 2013
CONTEXT is being redefined
Social Data Location Data
Human “API” DataSensor Data
37. @WebbJS © John Webb 2013
CONTENTPull People In
Be Relevant & Compelling
CONTEXT
MASS Personalisation
39. @WebbJS © John Webb 2013
Crafting Your Story Checklist
Determine your WHY? by going back to first principles
Define the problem you are solving for
Build your Value Proposition and ensure that your Business
Model is aligned
Create a Content Strategy focusing on ‘quality’, shareable
material that adds value for your audience
Understand how the context of that content is being
redefined for your audience, and look to create ‘Segments of
One’ in its delivery
40. @WebbJS © John Webb 2013
John Webb
Startups Lead @ Rackspace
john@get2growth.com
@WebbJS
uk.linkedin.com/in/johnwebb
slideshare.net/johns_webb