Start-up marketing: For those who have the appetite for the roller coaster ride of their lives! Start-up marketing is the first one in a series of "to-dos" from a fellow (martyr and) marketer..

1. Marketing
for Start-
Ups
Part 1
By
Sumedha Chatterjee

2. 1
2
3
Your start-up is up
& running
Your product is
ship-worthy.
Do You Need
Marketing?

3. Do you
really need
marketing?*
*Note This question is
for skeptics only
Credit: Do I Need It? or Do I Want It?:
Making Budget Choices by Jennifer S.
Larson

4. Marketing
helps you
connect the
dots...
& keep the
dots
connected
ProductCustomers
Why Marketing?

5. I don’t need
no
marketing!
Well, we come to that later.

6. Questions To Ask
What is your budget?
Who is your customer?
What is your business
life-stage?

7. Who is Your Customer?
Single women
Single working
women
The Magic of
Micro-
segmentation
Single working
women with
income > $ xy
Single working
women with
income > $ xy in the
age group 20-25
Single working
women with
income > $ xy in the
age group 25-30
1
2
3
4
Is this your
target
segment?

8. What is Your Budget?
Can haves
Must haves
Good to have
Segment your activities with
your budget in mind

9. Your Budget
Must haves
No recommendations here! What is must-have for you
may be good-to-have for someone else.
Website Customer
Support
Product
Marketing
Product
messaging, USPs,
features &
benefits, develop
white papers,
presentations

10. Your Budget
Can haves
Demand
generation
Marketing qualified leads,
through inbound/outbound
No recommendations here! What is must-have for you
may be good-to-have for someone else.

11. Your Budget
Good to have
Social media marketing, viral
marketing
No recommendations here! What is must-have for you
may be good-to-have for someone else.

12. What To Do When?
Expensive to
do in early-
stage start-
up, sub-
optimal ROIDemand
generation
Customer
Support
Product
Marketing
NOW LATER

13. The Start-up Marketer’s Toolkit
Marketers Toolkit
So what
should be
the start-up
marketer’s
toolkit?

14. What is Your Business Life-stage?
Infant Teen Adult
Where is your business in this lifecycle?
Product marketing Product + brand/PR
marketing
Evangelism
Demand generation

15. Business Life-Stage: Infant
Primary business need: Nurture
Invest in:
• Product website
• Customer Support
• Word-of-mouth
• Social
• Demand generation
Taking baby steps

16. Business Life-Stage: Teen
Primary business need: growth/support
Invest in:
• Product evangelists
Now we are
cool!

17. Business Life-Stage: Adult
Your business needs: Brand building
Invest in:
• PR
• Brand
To do what?
• Increase share-of-voice & wallet

18. You Also Need Marketing For
Keeping track of
competition
Customer
Feedback

19. Next is What?
There is more to start up marketing than what
you have just seen!
We just got started …wait for Part 2!