Startup Marketing 101

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.
startup marketing
JANUARY 13, 2015

“Marketing is for companies who have
sucky products. If you build something
amazing… people will adopt it because
it is amazing.”
Fred Wilson
Principal, Union Square Ventures

“Startups fail
because the dog
won’t eat the
dogfood.”
Jeﬀ Schwartz
Principal, Bain Capital Ventures

depends how you deﬁne “marketing.”
and maybe “startup.”
4
does startup marketing matter?

“A startup is an organization formed to
search for a repeatable and scalable
business model.”
Steve Blank | @sgblank
5

what
the

market
wants

to
buy.

REALITY

startup marketing
6
what
you

think
you
are

selling.

PERCEPTION

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED.©2012 @MIKETRAP. ALL RIGHTS RESERVED.
real
business
race
to scale
proven
opportunity
shared
vision
the startup journey
7
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate
hypothesis

8
“If
you
can’t
explain it simply, you
don’t understand it well enough.”
Albert Einstein

who wants…
“…an intuitive but powerful approach that
allows UML diagramming to be code-
centric instead of model-centric by giving
users an interactive exploratory
visualization platform.”
9

who wants…
“…a nutrition-based, gluten-free food
company that uses ancient grains to
provide innovative products that are
both convenient and delicious.”
10

who wants…
“…an innovative, patent pending hand
hygiene solution to help hospitals
improve hand hygiene compliance.”
11

some people.
12

who wants…
•  maps that make code easier to
understand, work on, and improve.
•  ancient food for a better life today.
•  clean hands that save lives.
13

more people.
14

how people grok your idea
15
*
15
seconds
15
minutes
*

be ﬂexible early
“mobile
marketing
management”
“mobile
media
management”
20062002
“mobile
messaging
management”
2004

BUT… you’re betting your livelihood on a value
proposition you believe is signiﬁcant.
maybe you should write it down.

elements of positioning
•  target – actionable universe of buyers
•  segment – key, predisposing attribute
•  brand – a name you call yourself
•  category – a competitive frame for the buyer
•  distinction – what makes you unique
•  proof – perceived evidence of truth

declare your hypothesis
for target who are segment,
brand provides the category with
distinction because of proof.

made-up examples
•  For drivers who value automotive performance,
BMW provides luxury vehicles that deliver joy
through German engineering.
•  For people around the world, Coca-Cola is the soft
drink that is the real thing since 1886.
•  For industrial manufacturers who are challenged to
diﬀerentiate, BASF is the raw materials supplier that
makes products better through engineering depth.

tell a story that sells
“It’s far easier for us to
remember stories than the
cold hard facts because our
brains make little distinction
between an experience we
are reading about and one
that is actually happening.”
Fast Company
“Why Our Brains Crave Storytelling in Marketing”
June 4, 2014

Before
23

the original blurb
“Actifio, the Protection and Availability Storage (PAS)
platform company, pioneered the industry’s first storage
system optimized for managing copies of production data,
eliminating redundant silos of IT infrastructure and data
management applications. By introducing virtualization
into data management, Actifio delivers an application-
centric, SLA-driven solution that decouples the
management of data from storage, network and server
infrastructure and reduces costs by 10X.”
24

Today
For businesses that depend on
their data, Actiﬁo provides data
management solutions that improve
resiliency, agility, and cloud mobility
by virtualizing copy data.

Three
Strategic
IT
Priorities

26COPYRIGHT
©
2014
ACTIFIO

AGILITY

Access
data

when
and
where

you
need
it.

RESILIENCY

Better
data

protection
and

availability.

CLOUD

Enable
transition
to

distributed
IT

infrastructure
model.

One
Underlying
Problem

27
AGILITY
CLOUD
RESILIENCY

BINDING
APPLICATION
DATA
TO
SILOED
PHYSICAL
INFRASTRUCTURE

BC/DR
COMPLIANCE
ANAYTICS
DEV
&
TEST

Physical
IT

BACKUP

Virtual
IT

COPYRIGHT
©
2014
ACTIFIO

Copy
Data
Virtualization

Virtual
Data
Pipeline™

CAPTURE

Data
at
block
level,
in
native

format,
according
to
your
SLA

GOLDEN
COPY

OF
PRODUCTION

MANAGE

A
physical
copy,
moved
once,

and
stored
anywhere

USE

Unlimited
virtual
copies
for

instant
access
and
protection

DATA

PROTECTION

BUSINESS

CONTINUITY

DATA

MOBILITY

DEV
&
TEST

DATA

INSIGHTS

OTHER

COPYRIGHT
©
2014
ACTIFIO

Copy
data
virtualization.

What We Do

covered so far
•  startup marketing is ﬁnding the truth
•  important to declare your hypothesis
•  express it as a simple story
•  tell it the same way everywhere
•  iterate together toward a big idea

real
business
race
to scale
proven
opportunity
shared
vision
product / market ﬁt
31
SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKETCONVICTION VS. FLEXIBILITY
passionate
hypothesis
✓ ✓

what is a brand?
•  The world’s collective emotional response
•  Envelope for your product’s rational beneﬁts
•  Emotional value proposition, guides people
toward or away from what you’re selling
•  If you think it doesn’t matter, you don’t
understand how people make decisions…
32

how we decide
•  antonio damasio, neuroscientist
•  studied seemingly normal people
with a speciﬁc type of brain
damage that made them unable
to feel emotions.
•  all had something peculiar in
common: they couldn’t make
decisions.
33

we decide emotionally
34

emotion comes ﬁrst…
35
emotional
rational

Copyright
©2012
ACTIFIO

Simon Sinek

What
start with “why”
How
Why“We make great
computers. They’re
beautiful and simple
to use, because we
think diﬀerent.”
“We think diﬀerent.
We make products
beautiful and simple
to use. We make
great computers.”
37
Based on the work of Simon Sinek.

“why” drives outcomes
Samuel Pierpont Langley.
Smithsonian Fellow.
Orville & Wilbur Wright. Bicycle
merchants.
“We will change the
world by enabling man
to ﬂy.”
38

©2014 @MIKETRAP, LLC. ALL RIGHTS RESERVED. 39
"If you want to build a ship, don’t drum up people
together to collect wood and don’t assign them tasks
and work, but rather teach them to long for the
endless immensity of the sea."
Antoine de Saint-Exupery

•  We can liberate your data from the siloed
infrastructure that keeps you from advancing
your most urgent priorities.
•  In the process we will liberate you, from the
excess cost, complexity, and stress of managing
cloud-scale application data on infrastructure
designed for the client-server era.
42

43
FREEDOM

COCKTAIL
PITCH
Actifio
is
copy
data
virtualization.

ONE
SIMPLE
THING
Freedom

FUNCTIONAL
BENEFITS

•  Protect
your
applica>on
data,
so
you
can
Access
anything
instantly

•  Transform
the
economics
of
your
IT
infrastructure,
or
even
your
business

•  Manage
all
of
your
application
data
through
a
single,
simple
UI

EMOTIONAL
BENEFITS

•  Confidence…
in
your
ability
to
recover
from
problems
quickly

•  Independence…
from
vendor
lock-‐in
driving
complexity
and
storage
spend

•  Validation…
of
your
foresight
in
embracing
next
generation
technology
early

STORIES

•  Data
is
the
lifeblood
of
business.
Infrastructure
is
just
what
you
use
to
manage
it.

•  We
developed
a
radically
simple
approach
to
managing
copy
data

•  We
capture
data
from
production,
manage
it
efficiently,
and
let
you
use
it
as
you
like

PROOF

•  Recover
multi-‐terabyte
data
sets
in
seconds,
mounting
directly
to
production

•  Actifio
typically
slashes
TCO
by
50%,
and
turns
cash
positive
in
90
days

•  Hundreds
of
enterprise
class
and
CSP
customers,
in
22
countries
around
the
world

PERSONALITY
Bold,
Inspiring,
Practical

TAGLINE
Radically
Simple.

44

Radically
Simple

45

Radically
Simple

46

Free your data.
Radically Simple

Virtualize your data.
Free yourself.

50

everywhere.
51

what to take away
•  startup marketing is ﬁnding the truth
•  important to declare your hypothesis
•  express it as a simple story
•  tell it the same way everywhere
•  iterate together toward a big idea
•  your brand is your emotional value prop
•  lead with it, as soon as you can

Workshop.
54

15 Minutes
55
Pair. Pitch. Switch.

Startup Marketing 101

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