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Marketing strategy for start up

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Marketing strategy for start up

  1. 1. Marketing Strategy for Start Ups with Zero Budget By Elena Donets
  2. 2. Marketing… What is it? Definition: Marketing is the process of communicating the value of a product or service to customers.
  3. 3. Before Funding…  Marketing is a lower priority  Programming is minimal  Resources are focused on BD / Product
  4. 4. You’ve got funding… The Race Begins…
  5. 5. Marketing Strategy  Start to build your marketing strategy before you get the funding, it will help you to get the investment. Pre Post Launch Launch Launch Online Offline
  6. 6. First Step: Define  Company goals  Market  Customers  Value propositions  Sales strategies  Team strengths  Resources (people, $$, time)  Timeframe
  7. 7. Pre Launch Put the Focus on the People, Not the Product “I want to put a ding in the Universe.” Steve Jobs
  8. 8. Pre Launch Online Marketing  Website / Landing Page (launchrock)  Facebook Page  Twitter  Other social networks  Content marketing
  9. 9. Pre Launch Online Marketing Website / Landing Page / Blog Make sure that every single page on your site has meaningful content on it. People spend less than a minute on a site before moving on, which means your content needs to be top notch. Facebook Page / Twitter Create a community of followers that wants to solve the same problem as your product. Case study - Parko
  10. 10. Pre Launch Online Marketing Content Marketing Create content that people will find interesting, and which is more likely to be shared over social media. Case Study: The Best Job in the World Be Creative!!!
  11. 11. Pre Launch Offline Marketing Make the most of networking Keep in touch with the people you meet. You never know where a lead can stem from! Participate at Pitch Night or other events Start to tell your story / idea
  12. 12. Pre Launch Every Startup Should Know When To Start Marketing Its Product, maybe Pre Launch Marketing is not for you… “Why join the navy if you can be a pirate?” Steve Jobs
  13. 13. Launch Plan Your Product Launch Apple – 1984 Video “ You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” Steve Jobs
  14. 14. Launch Strategy  It all starts with a story…  Website  Facebook / Twitter  Video / YouTube channel  Blog / Guest writer  List your company on: Angel List, Crunch Base and more  36 places where you can submit your startup for some coverage
  15. 15. Launch Strategy  Turn Your Product Launch into an Event If you have the budget for it, throw a big press event for your product announcements. If not, at least have some kind of online event. If you make a big deal about your product launch, both your potential customers and the media are likely to take it more seriously, and it’ll be reflected in your product sales.
  16. 16. Launch Strategy  Press release Write a good press release. A press release is content that the media could use directly for their story. It is written in the third person and talks about your product, team, and the advantages of your product. Learn how to write press releases. Here are some tips to write your press release.  Bloggers Write personally to bloggers – give exclusives for the big ones- give them a compelling story. Bloggers like to write interesting content. Make your story a coherent and a powerful one. Request them not to leak the story till your launch day.
  17. 17. Post Launch Strategy Many startups have the Post-Launch Syndrome, where they had a successful launch but couldn’t keep their momentum for continuous success. The launch is only a small part of the journey. “I was worth over $1,000,000 when I was 23, and over $10,000,000 when I was 24, and over $100,000,000 when I was 25, and it wasn't that important because I never did it for the money.” Steve Jobs Source: http://artsyeditor.com/2011/07/60-post-launch-strategies-for-startups/
  18. 18. Post Launch Strategy  Promotions  Lectures / Education  Promotion Sales / Discounts  Give Free copies  Be a part of a Top 10 list. #1 will be the best  Connecting with Customers  Case studies with customers  Ask for feedback  Survey your costumers before adding a feature  Ask your customers what is the one feature that helps them the most  Advertising  Give away your product for free in exchange for advertisements  Advertise differently for every possible feature.  Be Creative!  Advertise on exclusive one-ad sites using The Deck or Fusion Ads.  Use advertisement as a form of testing your market. Source: http://artsyeditor.com/2011/07/60-post-launch-strategies-for-startups/
  19. 19. Post Launch Strategy  Social Media  Join communities where your customers hang out and build a strong reputation.  Only be present at networks that your customers are a part of.  Actively participate in relevant conversation about your product.  Business Development  Try to get the most respected people amongst your customers to use & love your product.  Focus on a small niche and get as many customers there as possible before moving on.  Collect email leads from people who aren’t ready to buy yet, and follow up regularly.  Personally email big names in your industry and show them benefits of your product Source: http://artsyeditor.com/2011/07/60-post-launch-strategies-for-startups/
  20. 20. Post Launch Strategy  Interviews/Guest Posts  Feature yourself in industry-related blogs/magazines.  Write a fair comparison between your product and your competitor’s.  Get in touch with the tools you utilize for your startup and do a guest post.  Have a unique voice in your interviews and blog posts.  Offer discount codes as an appreciation to readers for reading your post.  Website  Landing pages for different types of audience  Shorten your checkout process as much as possible.  Provide a fully working demo/playground.  Compare yourself to your competitors side-by-side.  More images, videos, lists, tables, numbers. Less paragraphs. Source: http://artsyeditor.com/2011/07/60-post-launch-strategies-for-startups/
  21. 21. “Three Rules of Life... 1. Your time is limited, so don't waste it living someone else's life. 2. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. 3. Have the courage to follow your heart and intuition - they somehow already know what you truly want to become.” Steve Jobs
  22. 22. Reading List 1. Startup Launch Reading List 2. Quora 3. 70 Creative Advertisements That Make You Look Twice 4. The Ultimate Guide to Startup Marketing 5. How to Get to Your First 1,000 Users 6. Seven marketing mistakes most startups make
  23. 23. Thank You Author: Elena Donets VP, Operations and Strategy StarTAU, Tel Aviv University Entrepreneurship Center Contact: elenado@startau.co.il Linkedin

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