Learn some of the fundamental concepts and principles of marketing for early-stage start-ups. We address the unique challenges of marketing technology products including: Knowing when to begin marketing Recognizing which marketing activities to do first Identifying the goals of your early marketing activities Syncing marketing with product development Using marketing to fine-tune your business model

2. Marke&ng
for
Tech
Startups
Ge5ng
the
Fundamentals
Right
Entrepreneurship
101
Jon
E
Worren
October
26,
2011

3. Defini9on
Marke9ng
is
an
organiza9onal
func9on
and
a
set
of
processes
for
crea9ng,
communica9ng,
and
delivering
value
to
customers
and
for
managing
customer
rela9onships
in
ways
that
benefit
the
organiza9on
and
its
stakeholders.
Source:
AMA

4. Marke9ng
Mix
Product
Price
Promo9on
Place

6. Your
idea
or
vision

7. Glacier
&
Mountain:
Taken!

8. Putrified
Shark
Meat
• Putrified
shark
meat
• Hákarl,
fermented
shark,
usually
buried
for
months
to
allow
certain
unhealthful
substances
to
leak
out,
then
air-­‐dried.
• It
is
usually
served
in
bite-­‐size
cubes
and
washed
down
with
ice-­‐cold
brennivín.
• It
is
divided
into
two
types,
glerhákarl
(glass
shark),
the
part
closest
to
the
hide
which
is
chewy
and
semi-­‐opaque,
and
skyrhákarl
(skyr
shark),
soW
and
tender
inner
parts.
Both
can
have
a
preCy
strong
taste.

9. The
Winner……Air!

10. FROM
IDEA
TO
VALUE
PROPOSITION
Joking
aside…..

11. Value
Proposi9on
Statement
• The value proposition statement may consist of
several components:
- What you are offering
- The specific value associated with your offering
- For whom you are creating value
- What makes your product special or unique

12. Requires
a
number
of
decisions
• What
should
the
product
or
applica9on
look
like?
• Who
should
buy
it?
• What
problem
is
it
solving
for
them
–
what
value
does
it
generate
for
the
buyer?
• How
do
they
buy?
• Why
would
they
pick
us
over
the
compe99on?

13. So,
we
have
a
few
things
to
inves9gate…

14. Ques9on
Your
Assump9ons
• Customers
and
their
problem
• Product
concept
• Distribu9on
• Pricing
• Demand
crea9on
• Market
Type
• Compe99on

15. Customer
Development
Model
Customer
Discovery
Customer
Valida9on
Customer
Crea9on
Company
Building

16. Customer
Discovery
State
your
hypothesis
Test
problem
hypothesis
Test
product
concept
Verify

17. Value
Proposi9on
Statement
The
value
proposi&on
statement
consists
of
several
parts:
-­‐ What
you
are
offering
-­‐ The
specific
value
associated
with
your
offering
-­‐ For
whom
you
are
crea9ng
value
-­‐ What
makes
your
product
special
or
unique

18. Product
vs
Customer
Dev
• Implements
vision
• Feedback
from
Customer
Development
team
Product
Development
• Ques9ons
assump9ons
• Decides
on
customers,
problems
and
features
• Offer
feedback
to
PD
Customer
Development

19. Customer
Valida9on
Prepare
to
sell
Sell
to
visionaries
Determine
Posi9oning
Verify
Valida9on

21. GET
STARTED!
What
are
you
wai9ng
for?

22. Entrepreneur’s
Toolkit
• A
collec9on
of
ar9cles,
videos,
workbooks
and
templates
to
help
you
grow
your
business.
• marsdd.com/toolkit

23. Other
E101
Marke9ng
Lectures
• November
16:
Business
Model
• December
7:
Value
proposi9on
• January
11:
Market
Analysis
• February
22:
Marke9ng
Communica9on
• March
7:
Go-­‐To
Market
Strategy
• March
14:
Sales
• March
21:
Distribu9on

24. Summary
• Marke9ng
has
a
holis9c
mandate
• Marke9ng
ac9vi9es
must
be
part
of
start-­‐up
from
the
beginning
• Ques9on
your
assump9ons
• Blank’s
Customer
Discovery
and
Customer
Valida9on
processes
offer
credible
avenues
towards
a
well
founded
value
proposi9on
and
a
sustainable
business
model

25. Thank
You!
Jon
E
Worren
jworren@marsdd.com

26. Photo
credits
• simiezzz
• CoCreatr
• jonny2love
• Rosie
Simca