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Startup Marketing - How to Build Traction (Digital Hub Aachen 2017.09.26)

These were the slides for my http://plusandersen.com 1 day workshop with the incubated startups at Digital Hub Aachen. Bookings: you@plusandersen.com

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Startup Marketing - How to Build Traction (Digital Hub Aachen 2017.09.26)

  1. 1. STARTUP MARKETING HOW TO BUILD TRACTION DIGIHUB AACHEN SEPTEMBER 26. 2017
  2. 2. https://www.youtube.com/watch?v=8FIKNjbYU-k STEVE BLANKA NEW MARKETING PLAN
  3. 3. HOMEWORK CONDUCT AT LEAST15 CUSTOMER INTERVIEWS IT’S RECAP TIME
  4. 4. PEER REVIEW HOW MANY INTERVIEWS DID YOU DO WHAT DID YOU LEARN IT’S REPORTING TIME
  5. 5. STEVE BLANKON LEAN MARKETING https://www.youtube.com/watch?v=7YVjH79ney0
  6. 6. READ THE BOOK
  7. 7. https://www.youtube.com/watch?v=xYbNVL6Y2LM&t=32s
  8. 8. NINETEEN TRACTION CHANNELS
  9. 9. 1. TARGETING BLOGS
  10. 10. 2. PUBLICITY
  11. 11. 3.UNCONVENTIONAL PR
  12. 12. 4. SEARCH ENGINE MARKETING
  13. 13. 5. SOCIAL & DISPLAY ADS
  14. 14. 6. OFFLINE ADS
  15. 15. 7. SEARCH ENGINE OPTIMISATION
  16. 16. 8. CONTENT MARKETING
  17. 17. 9. EMAIL MARKETING
  18. 18. 10. ENGINEERING AS MARKETING
  19. 19. 11. VIRAL MARKETING
  20. 20. 12. BIZ DEV
  21. 21. 13. SALES
  22. 22. 14. AFFILIATE PROGRAMS
  23. 23. 15. EXISTING PLATFORMS
  24. 24. 16. TRADE SHOWS
  25. 25. 18. SPEAKING ENGAGEMENTS
  26. 26. 19. COMMUNITY BUILDING
  27. 27. 19 CHANNELS 1. Targeting Blogs 2. Publicity 3. Unconventional PR 4. Search Engine Marketing (SEM) 5. Social & Display Ads 6. Offline Ads 7. Search Engine Optimisation (SEO) 8. Content Marketing 9. Email Marketing 10. Engineering as Marketing 11. Viral Marketing 12. Business Development (BizDev) 13. Sales 14. Affiliate Programs 15. Existing Platforms 16. Trade Shows 18. Speaking Engagements 19. Community Building
  28. 28. THE 50% RULE
  29. 29. 50% PRODUCT
  30. 30. 50% TRACTION
  31. 31. IN PARALLEL
  32. 32. PHASE 1 MAKING SOMETHING PEOPLE WANT
  33. 33. PHASE 2 MARKETING SOMETHING PEOPLE WANT
  34. 34. PHASE 3 SCALING YOUR BUSINESS
  35. 35. REMEMBER CUSTOMER DEVELOPMENT
  36. 36. TIME SEARCH PART OFTEN TAKES 1-2 YEARS ⇦  PRE/POST ⇨  PRODUCT-MARKET FIT Test 1: Is this a problem Test 2: Is this the solution Test 3: Can we sell this solution Test 4: Can we repeat selling the solution Test 5: Can we scale our business
  37. 37. PHASE 1 PHASE 2 PHASE 3 Making 
 something people want Marketing 
 something people want Scaling your business 1 2 3 Discovering 
 something people want The Customer Development Phases
  38. 38. THE BULLSEYE FRAMEWORK
  39. 39. WHAT’S POSSIBLE?
  40. 40. What’s possible
  41. 41. BRAINSTORM AT LEAST ONE IDEA PER CHANNEL
  42. 42. WHAT’S PROBABLE?
  43. 43. What’s possible What’s probable
  44. 44. 1. How much 
 will it cost to 
 acquire customers 
 through this channel?
  45. 45. 2. How many customers 
 are available through this channel?
  46. 46. 2. Are the customers
 you are getting
 through this channel
 the kind of customers
 that you want
 right now?
  47. 47. DESIGN EXPERIMENTS TO TEST
  48. 48. Noah Kagan’s mint.com Traction Dashboard
  49. 49. SPEED IS OF THE ESSENCE
  50. 50. 1. How much 
 does it cost to 
 acquire a customers
 through this channel?
  51. 51. 2. How many customers 
 are available through this channel strategy?
  52. 52. 3. Are the customers
 you are getting
 through this channel
 the ones you want
 right now?
  53. 53. WHAT’S WORKING?
  54. 54. What’s possible What’s probable What’s working
  55. 55. RINSE LATHER REPEAT
  56. 56. DEFINE YOUR TRACTION GOAL
  57. 57. What is the explicit traction goal you are working toward?
  58. 58. DEFINE YOUR CRITICAL PATH
  59. 59. What is the path to reaching your traction goal with the fewest number of steps possible?
  60. 60. THREE PITFALLS
  61. 61. 1. Out of sight 
 out of mind 
 forgetting about
 channels out of your
 vision
  62. 62. 2. Confusing your own
 preferences with
 those of your customers
  63. 63. 3. Bias against “schlep”
  64. 64. LAY OUT YOUR MILESTONES
  65. 65. STAY ON YOUR CRITICAL PATH
  66. 66. ACTIVELY WORK TO OVERCOME YOUR BIAS
  67. 67. WHAT IS GROWTH HACKING
  68. 68. WAIT DO YOU HAVE PRODUCT- MARKET FIT
  69. 69. IF NO - FORGET IT
  70. 70. WHAT IS GROWTH HACKINGRyan Holiday https://www.youtube.com/watch?v=nCP4hXgE-Nk
  71. 71. LEAN STARTUP MEETS GROWTH HACKING https://www.youtube.com/watch?v=-smTkDBRqr0
  72. 72. https://www.youtube.com/watch?v=i0nxESR9sFs 3 STAGES OF GROWTH HACKINGSean Ellis
  73. 73. READ THE BOOK
  74. 74. HOMEWORK CONDUCT AT LEAST15 CUSTOMER INTERVIEWS IT’S EXERCISE TIME
  75. 75. BRAINSTORM AT LEAST 5 IDEAS PER CHANNEL
  76. 76. DESIGN 5 EXPERIMENTS TO TEST
  77. 77. RUN THE 5 EXPERIMENTS
  78. 78. GET OUT 
 OF THE BUILDING GET OUT TIME
  79. 79. WE HELP 
 YOUR COMPANY 
 GET READY 
 FOR TOMORROW TODAY PLUSANDERSEN.COM
  80. 80. MORE PLUSANDERSEN.COM • Education & Training • Programs & Processes • Innovation Metrics • Management Tools • Innovation Outposts • Human Assets SOME OF OUR CUSTOMERS:
  81. 81. PRE-ACCELERATION ACCELERATIONGENERATION EDUCATION SELECTION FINAL DECISION SCALING UP DEALFLOW LEARNING JOURNEY LEARNING KEYNOTE KILL YOUR COMPANY INNOVATOR MASTERCLASS INNOVATOR BOOTCAMP LEAN LAUNCHPAD MVP AS 
 A SERVICE INNOVATION OUTPOSTS DEMO DAY PITCHING MASTERCLASS EXPERTS AS A SERVICE MENTORS AS A SERVICE TRAIN THE TRAINER SPINNING OUT +ANDERSEN PROGRAMS AT ALL STAGES
  82. 82. +ANDERSEN 
 & ASSOCIATES INNOVATION & GROWTH THROUGH SCIENCE + ENTREPRENEURSHIP LEARN MORE
 PLUSANDERSEN.COM

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