This is a presentation I gave to New Zealand entrepreneurs at the Startup Garage meetup in Wellington. It covers 8 key themes that I've identified while building marketing and growth programs for startups, from defining marketing fundamentals and focusing on people first (vs. channels), to creating strong hypotheses and building retention via email automation. The common thread among them all is the idea that marketing is a process, not a series of disjointed tactics. I've codified much of this process through a series of frameworks, some of which I've yet to publish on my blog (http://www.cezary.co). They include: 1. Marketing Fundamentals Canvas 2. Moments & Places Framework 3. Traction Channel Framework 4. Marketing Funnel Framework

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BUILDING A FOUNDATION FOR GROWTH
CEZARY PIETRZAK
Startup Garage
Wellington, New Zealand
February 18, 2015

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HELLO, WELLY!

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MY BACKGROUND
2000 - 2004
2005 - 2008
CEZARY & CO
2008 - 2012
2012
2013
2014

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WHAT I’LL SHARE TODAY
My key takeaways on startup marketing & growth
Things you’d like to know / Q&A

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START WITH A STRONG FOUNDATION
#1

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#1
MARKETING FUNDAMENTALS CANVAS

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#1
EXAMPLE: UNION SQUARE VENTURES

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PUT PEOPLE FIRST,
CHANNELS SECOND
#2

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#2
WORKSHEET: MOMENTS & PLACES

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#2
PHOTO SHARING APP FOR NEW MOMS
MOMENTS & PLACES
‘FIRSTS’
DOCTOR’S VISITS
EMAIL UPDATES TO FRIENDS
FAMILY VISITS
FEEDING TIME
EXAMPLE: PHOTO SHARING APP FOR NEW MOMS

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#2
EXAMPLE: INSIGHTS & CHANNELS
PHOTO SHARING APP FOR NEW MOMS
INSIGHTS & CHANNELS
INSIGHT: MOM SPENDS A LOT OF TIME AT HOME
CHANNEL: TV, DELIVERY SERVICE
INSIGHT: MOM GOES TO DOCTOR’S
CHANNEL: PEDIATRICIAN OFFICES

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PRIORITIZE CHANNELS
#3

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#3
WORKSHEET: TRACTION CHANNELS

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#3
EXAMPLE: JOB ORGANIZATION APP

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#3
TRACTION BOOK + BULLSEYE FRAMEWORK
BULLSEYE FRAMEWORK

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MAKE RETENTION THE FOCUS
OF YOUR BUSINESS
#4

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#4
WORKSHEET: MARKETING FUNNEL

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#4
EMAIL AUTOMATION FLOWS

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#4
EMAIL AUTOMATION TOOLS

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CREATE STRONG HYPOTHESES
#5

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#5
CUSTOMER OBJECTIONS
I DON'T REMEMBER WHAT X IS
I'M SKEPTICAL ABOUT X
I DON'T HAVE TIME TO DO X
I MISSED THE EMAILS SO WASN’T AWARE
I FEEL X IS TOO EXPENSIVE
I FEEL X IS TOO COMPLICATED
I'M LOOKING FOR SOCIAL PROOF

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CODIFY GOODWILL VIA
REFERRALS
#6

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#6
REFERRAL PROGRAM CHECKLIST
MAP OUT THE REFERRAL FUNNEL
BUILD AWARENESS
PERSONALIZE THE EXPERIENCE
AUTOMATE INVITATIONS / GMAIL OAUTH
USE THIRD-PARTY TOOLS

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MAKE GROWTH A TEAM SPORT
#7

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#7
STARTUP TRIFECTA
MARKETING TECHNOLOGY DESIGN+ +

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#7
REFERRAL LIST
DO YOUR RESEARCH
BUILD A STRONG CASE
UNDERSTAND COMPANY PRIORITIES
MEASURE CORRECTLY

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SET UP TOOLS FOR INDEPENDENCE
#7

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WIN WITH PROCESS, NOT TACTICS
#8

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#8
STARTUP MARKETING PROCESS
FUNDAMENTALS
GROWTH

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SUMMARY
1. START WITH A STRONG FOUNDATION
2. PUT PEOPLE FIRST, CHANNELS SECOND
3. PRIORITIZE CHANNELS
4. MAKE RETENTION THE FOCUS OF YOUR BUSINESS
5. CREATE STRONG HYPOTHESES
6. CODIFY GOODWILL VIA REFERRALS
7. MAKE GROWTH A TEAM SPORT
8. WIN WITH PROCESS, NOT TACTICS

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CEZARY.CO
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