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Startup Marketing 
Culture & Brand 
Web Summit 2014, Tuesday 4 Nov, Dublin 
By Peter van Sabben @sabben
3 Years Red Bull HQ in Fuschl am See, Austria
Red Bull BPM gateway to Djing on iOS
Red Bull BPM, gateway to Djing 2010-2012
First Neuromarketing Research Red Bull
Own startup: Failed + Lost $$$ + Experience
Head of Marketing Startupbootcamp
Head of Marketing Startupbootcamp
Voted: Best Startup Accelerators 2014
How to start a startup 
Refresh
A ‘startup’ is a company that 
is confused about: 
What its product is 
Who its customers are 
How to make money 
Definiti...
Build something people want or need
Customer Validation
You create joy or you remove pain
Peter Thiel - Monopoly
Hidden Champions = king in a niche market
Lean Canvas
Systematically test till Product-Market Fit
Growth Hacking!
Idea 
Generation 
Customer 
Validation 
MVP 
Product 
Market Fit 
Growth 
/Distribution 
Exit / IPO 
Phase 1 
Building the...
Idea 
Generation 
Customer 
Validation 
MVP 
Product 
Market Fit 
Growth 
/Distribution 
Exit / IPO 
Company 
Culture 
Bra...
Culture 
Culture
Soft, Difficult to measure, unique to each 
company and doesn’t pay off in the short term 
The Problem with Culture - Goog...
Everyday (A) and (B) of each 
team member of the team in pursuit 
of our company (C) . 
(A) = Assumptions, beliefs, values...
“Your believes become your thoughts. Your 
thoughts become your words. Your words 
become your actions. Your actions becom...
Scientific Results – 2x better
1. First principle of decision making 
2. Align people inside company 
3. Stability 
4. Trust 
5. Exclusion, what to do & ...
Cases 
Company Culture - Cases
“Your first hire is like bringing DNA to your 
company. Followed by 1000 people just like 
the first hire in the company.”...
Airbnb – Core Values are Unique
Airbnb – Core Values Interviews
Maptia – Moved to Marocco - Daily habit
Buffer – Default Transparency - Open Salaries
1. Start with the founders (Parents & kids) 
2. Dig deeper to find unique values 
3. Values you look for in employees and ...
Brand
“Your brand is what other people say about you 
when you’re not in the room” 
Branding 
- 
Jeff Bezos, Founder Amazon
Giving wings to people and ideas 
To help bring creative projects to live 
To re-imagine commerce in ways to 
build a more...
Take a position – Twitter filled a lawsuit
Take a position – TransferWise picking a fight
“If you are persistent, you will get it. 
If you are consistent you will keep it” 
Consistency
Consistency - Buffer – Raised $3.5m
Brand Evangelists - WOM
Personality & Character & Tone of Voice
Logo, Colors and Style Visuals
The Circles of Marketing by Seth Godin
1. Clear Mission 
2. Take a position, not a positioning 
3. Be Consistent 
4. Brand Evangelists are your Employees 
5. Bra...
Idea 
Generation 
Customer 
Validation 
MVP 
Product 
Market Fit 
Growth 
/Distribution 
Exit / IPO 
Company 
Culture 
Bra...
“It’s much easier to spend a lot of time making 
your microphone louder than it is working on 
making your message more co...
Must Reads
http://www.quora.com/What-is-the-proper-definition-of-a-startup 
http://momtestbook.com/ 
https://en.wikipedia.org/wiki/Hi...
https://docs.google.com/spreadsheet/ccc?key=0AgrWVeoG5divdE81a2wzcHYxV1pacWE1UjM3V0w0MUE&usp=driv 
e_web#gid=1 
http://www...
See also – My Previous Keynote
Startup Marketing 
Culture & Brand 
Web Summit 2014, Tuesday 4 Nov, Dublin 
By Peter van Sabben @sabben
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Startup Marketing, Culture & Branding - Web Summit 2014 by Peter van Sabben

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Startup Marketing, Culture & Branding workshop for Web Summit 2014 in Dublin by Peter van Sabben.

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Startup Marketing, Culture & Branding - Web Summit 2014 by Peter van Sabben

  1. Startup Marketing Culture & Brand Web Summit 2014, Tuesday 4 Nov, Dublin By Peter van Sabben @sabben
  2. 3 Years Red Bull HQ in Fuschl am See, Austria
  3. Red Bull BPM gateway to Djing on iOS
  4. Red Bull BPM, gateway to Djing 2010-2012
  5. First Neuromarketing Research Red Bull
  6. Own startup: Failed + Lost $$$ + Experience
  7. Head of Marketing Startupbootcamp
  8. Head of Marketing Startupbootcamp
  9. Voted: Best Startup Accelerators 2014
  10. How to start a startup Refresh
  11. A ‘startup’ is a company that is confused about: What its product is Who its customers are How to make money Definition of Startup by Dave McClure
  12. Build something people want or need
  13. Customer Validation
  14. You create joy or you remove pain
  15. Peter Thiel - Monopoly
  16. Hidden Champions = king in a niche market
  17. Lean Canvas
  18. Systematically test till Product-Market Fit
  19. Growth Hacking!
  20. Idea Generation Customer Validation MVP Product Market Fit Growth /Distribution Exit / IPO Phase 1 Building the Product Phase 2 Building the company that builds the product Startup Stages
  21. Idea Generation Customer Validation MVP Product Market Fit Growth /Distribution Exit / IPO Company Culture Brand Fit Phase 1 Building the Product Phase 2 Building the company that builds the product Startup Stages - Company Culture & Brand Fit
  22. Culture Culture
  23. Soft, Difficult to measure, unique to each company and doesn’t pay off in the short term The Problem with Culture - Google Trends
  24. Everyday (A) and (B) of each team member of the team in pursuit of our company (C) . (A) = Assumptions, beliefs, values, core values (B) = behaviors, actions (C) = goals, (BHAG), mission Company Culture
  25. “Your believes become your thoughts. Your thoughts become your words. Your words become your actions. Your actions become your habits. Your habits become your values. Your values become your destiny.” - Mahatma Gandi No Culture = No destiny
  26. Scientific Results – 2x better
  27. 1. First principle of decision making 2. Align people inside company 3. Stability 4. Trust 5. Exclusion, what to do & what not to do 6. Retain right employees Culture – Why it matters
  28. Cases Company Culture - Cases
  29. “Your first hire is like bringing DNA to your company. Followed by 1000 people just like the first hire in the company.” - Brian Chesky, Founder of Airbnb Airbnb – Brian hired the first 300 employees
  30. Airbnb – Core Values are Unique
  31. Airbnb – Core Values Interviews
  32. Maptia – Moved to Marocco - Daily habit
  33. Buffer – Default Transparency - Open Salaries
  34. 1. Start with the founders (Parents & kids) 2. Dig deeper to find unique values 3. Values you look for in employees and opposite values 4. Incorporate your mission to your values 5. Interview for culture fit 6. Evaluate performance on culture as well 7. Make it a daily habit Culture Best Practices
  35. Brand
  36. “Your brand is what other people say about you when you’re not in the room” Branding - Jeff Bezos, Founder Amazon
  37. Giving wings to people and ideas To help bring creative projects to live To re-imagine commerce in ways to build a more fulfilling and lasting world Clear Missions
  38. Take a position – Twitter filled a lawsuit
  39. Take a position – TransferWise picking a fight
  40. “If you are persistent, you will get it. If you are consistent you will keep it” Consistency
  41. Consistency - Buffer – Raised $3.5m
  42. Brand Evangelists - WOM
  43. Personality & Character & Tone of Voice
  44. Logo, Colors and Style Visuals
  45. The Circles of Marketing by Seth Godin
  46. 1. Clear Mission 2. Take a position, not a positioning 3. Be Consistent 4. Brand Evangelists are your Employees 5. Brand Personality & Attitude 6. Tone of Voice 7. Style & Visuals Brand Best Practices
  47. Idea Generation Customer Validation MVP Product Market Fit Growth /Distribution Exit / IPO Company Culture Brand Fit Phase 1 Building the Product Phase 2 Building the company that builds the product Startup Stages - Company Culture & Brand Fit
  48. “It’s much easier to spend a lot of time making your microphone louder than it is working on making your message more compelling.” - Seth Godin My Mentor in Marketing
  49. Must Reads
  50. http://www.quora.com/What-is-the-proper-definition-of-a-startup http://momtestbook.com/ https://en.wikipedia.org/wiki/Hidden_champions http://www.google.com/trends/explore#q=startup%20culture%2C%20startup%20branding%2C%20startup%20hiring %2C%20startup%20marketing%2C%20growth%20hacking&date=7%2F2011%2040m&cmpt=q http://www.greatplacetowork.com/our-approach/what-are-the-benefits-great-workplaces http://www.fastcompany.com/1810674/culture-eats-strategy-lunch http://www.quora.com/What-are-the-coolest-startup-culture-hacks-youve-heard-of https://www.airbnb.com/jobs http://blog.maptia.com/manifesto http://www.slideshare.net/Bufferapp/buffer-culture-04 https://bufferapp.com/about Inspiration Resources 1/2
  51. https://docs.google.com/spreadsheet/ccc?key=0AgrWVeoG5divdE81a2wzcHYxV1pacWE1UjM3V0w0MUE&usp=driv e_web#gid=1 http://www.slideshare.net/HubSpot/the-hubspot-culture-code-creating-a-company-we-love http://avc.com/2014/10/values/ http://www.slideshare.net/ashmaurya/10-steps-to-productmarket-fit?qid=17739ce4-ddba-4985-9171- 19e79e83fcbf&v=qf1&b=&from_search=1 https://medium.com/i-m-h-o/introducing-the-happy-startup-canvas-76a71edc4af8 http://andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/ http://andrewchen.co/the-law-of-shitty-clickthroughs/ https://www.udemy.com/the-ultimate-guide-to-funnel-optimization/?siteID=qku5_SW58wE-V0Qr0qjfnYvjKedyTN5bnA& LSNPUBID=qku5/SW58wE https://www.cbinsights.com/blog/startup-failure-post-mortem/ http://www.logodesignlove.com/brand-identity-style-guides http://www.slideshare.net/vansabben/pirate-marketing-for-startups-by-peter-van-sabben-pirate-summit-2014 Inspiriting Resources 2/2
  52. See also – My Previous Keynote
  53. Startup Marketing Culture & Brand Web Summit 2014, Tuesday 4 Nov, Dublin By Peter van Sabben @sabben

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