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User acquisition and partnerships for startups

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Primer on how to drive users to your startups creating acquisition loops. Best practices and words of caution for partnerships between startups and corporates.

Primer on how to drive users to your startups creating acquisition loops. Best practices and words of caution for partnerships between startups and corporates.

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User acquisition and partnerships for startups

  1. 1. User acquisition and BD for startups Eze Vidra Managing Partner, Remagine Ventures Dec 2019 @ediggs
  2. 2. My story so far
  3. 3. The most common unscalable thing founders have to do at the start is to recruit users manually. Nearly all startups have to. You can't wait for users to come to you. You have to go out and get them. Source: http://paulgraham.com/ds.html
  4. 4. How NOT to win (in the beginning) Do things that SCALE! AUTOMATE everything!
  5. 5. Agenda ● Understanding user acquisition ● User acquisition suggestions ● Understanding Partnerships ● Partnerships Do’s and Don’ts ● Q&A
  6. 6. Learn your acquisition funnel
  7. 7. SEE > THINK > DO SEE Generate leads Start from market research to understand who are your users Find the right channels to engage them online and grow the top of your funnel THINK Soft selling to prospects Create high quality content to engage them online. Testimonials, reviews, comparisons that show what makes you better. Try multiple channels. Paid/unpaid DO Convert to customers The goal is to acquire a registered user. Capture that email :-)
  8. 8. Acquisition loops for startups UGC + SEO (the long game) Social Media/ Influencers Paid Marketing (various channels) Linear channels (PR, Conferences, content marketing) Virality (referral loops) Early adopters (PH, Reddit, HN, Discord…)
  9. 9. The list goes on...
  10. 10. Remember: Acquisition is only the first step
  11. 11. Avoid the leaky bucket
  12. 12. Example 1: user acquisition loop - UGC + SEO Source: andrewchen.co
  13. 13. Example 2: user acquisition loop - Paid marketing Source: andrewchen.co
  14. 14. In summary ● It’s important to start from research and target the right users ● Acquisition is important, but retention is crucial ● Experimentation required, linear channels don’t scale (i.e. PR) ● No silver bullets
  15. 15. Partnerships
  16. 16. Corporate 1. External innovation and disruption 2. More innovative suppliers 3. Customer Focus 4. New revenue streams What’s in it for me? Startup 1. Revenue 2. Success story for future sales 3. Scalability 4. Internationalisation 5. Market knowledge
  17. 17. Word of Caution If not managed correctly, partnerships can KILL startups at the early stage Delays Costs Lose focus Limited resources Personnel change Premature scaling
  18. 18. Example of cautionary tale the startup signs a distribution partnership agreement that guarantees the startup 10,000 users per month for 2 years.
  19. 19. Example of cautionary tale If our startup could grow 1.5% more per month because we allocated the time to internal initiatives instead of the product, in three years’ time the user base would be nearly twice as large — and growth remains under the startup’s control.
  20. 20. Do’s and Don’ts in Partnerships Do’s 1. Build a pipeline 2. Define success and timeline 3. Understand what your partner wants 4. Standardise and simplify 5. Focus Don’ts 1. Don’t assume 2. Don’t agree to one off terms 3. Don’t talk more than you listen 4. Never stop communicating 5. Avoid exclusivity
  21. 21. Questions? Thank you Contact me: info@remagineventures.com @ediggs

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