Sean Ellis StartupDay 2011 Speech
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Sean Ellis StartupDay 2011 Speech
- 1. Startup Marketing Sean Ellis September 17th, 2011 Founder & CEO of CatchFree Blog: Startup-Marketing.com Twitter: @SeanEllis
- 2. 2 ?
- 3. 3 Agenda Marketing success requirements GTM steps by startup type Driving sustainable growth
- 4. Common Conditions of Marketing Success? 4
- 5. 5 Passionate users…. that spread the word
- 6. How? 6
- 7. Become a “must have” for enough users* Already a must have? Who considers it a must have? How are they using product? Primary benefit of this use? 7 * Often referred to as “product/market fit”
- 8. Orient business around benefit… How do customers articulate? Optimize entry pages (highlight key benefit) Optimize funnel (reduce friction to benefit) 8
- 10. Go to market depends on business type… Normal startup Network-effect startup Freemium startup 10
- 12. 12 Key Transition Projects Understand- core value perceived Positioning- based on value Optimize conversions- LP & funnel Right metrics- to focus resources Viable economics-business model
- 14. Network Effect 14 Optimize on the fly…
- 15. Freemium Growth Can be normal or network effect, but… requires evangelist driven growth 15
- 16. The Freemium Growth Loop 16 Reinvest Premium Upgrade Seed a Free User Get word-of-mouth free users
- 17. Driving Growth Repeatable, scalable, positive ROI Multipliers (sharing, virality) Emerging channels/testing Reach receptive prospect 17
- 18. Demand Harvesting First SEM SEO Directories App stores CatchFree – for freemium 18
- 19. Demand Creation Last (Context) Facebook ads Display/banners Radio PR 19
- 20. Sean Ellis, Founder & CEO CatchFree.com Blog: Startup-Marketing.com Twitter: @SeanEllis
Notes de l'éditeur
- Are you in an impossible marketing situation? Even the best growth hacker would fail over the long term in many situations. Recent study - premature scaling kills startups... How can we create the condition in which you would succeed?
- Good news is that you may already be a must have. I’m sure many startups that fail, actually create a must have product, they just never uncover what it is. Engage users to find out…
- That was my key focus for 2 years…. Experimenting on other people’s businesses to figure it out…
- Ie - LogMeIn – experience doesn’t change if million others using it.
- Ie -Facebook, Twitter, Ebay – hard at first, but eventually massive scale with very little marketing spending.
- Authentic word of mouth critical for sustainable growth
- WOM multiplier means you are buying cohorts of users.
- Demand gen rarely cost-effective for freemium; higher the ARPU, more likely demand gen will work.