SlideShare une entreprise Scribd logo
1  sur  53
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 
Definition of Startup by Dave McClure
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 
Product 
Phase 2 
Building the 
company that 
builds the 
product 
Startup Stages
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
Culture 
Culture
Soft, Difficult to measure, unique to each 
company and doesn’t pay off in the short term 
The Problem with Culture - Google Trends
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
“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
Scientific Results – 2x better
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
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.” 
- 
Brian Chesky, Founder of Airbnb 
Airbnb – Brian hired the first 300 employees
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 
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
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 fulfilling and lasting world 
Clear Missions
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. Brand Personality & Attitude 
6. Tone of Voice 
7. Style & Visuals 
Brand Best Practices
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
“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
Must Reads
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
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
See also – My Previous Keynote
Startup Marketing 
Culture & Brand 
Web Summit 2014, Tuesday 4 Nov, Dublin 
By Peter van Sabben @sabben

Contenu connexe

Dernier

Expense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business SuccessExpense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business SuccessManagry
 
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and CompliancePreventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and ComplianceManagry
 
Analysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business PlanAnalysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business Planmohsinrai101
 
Institutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptxInstitutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptxshrinivas kulkarni
 
What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?Managry
 
How to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guideHow to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guideManagry
 
Establishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptxEstablishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptxshrinivas kulkarni
 
How To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About TechnologyHow To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About Technologyzaidashadali00
 
HDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and SupplierHDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and SupplierBhavin Kanani
 
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdfPath to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdfContent Strategy Inc.
 

Dernier (10)

Expense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business SuccessExpense Management Maximizing Efficiency for Business Success
Expense Management Maximizing Efficiency for Business Success
 
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and CompliancePreventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
Preventing Timesheet Fraud Strategies for Ensuring Accuracy and Compliance
 
Analysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business PlanAnalysis Of FaarmTech | BBA | Business Plan
Analysis Of FaarmTech | BBA | Business Plan
 
Institutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptxInstitutions Supporting Small Business Enterprises.pptx
Institutions Supporting Small Business Enterprises.pptx
 
What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?What is the Best Way to Track Employee Vacation Time?
What is the Best Way to Track Employee Vacation Time?
 
How to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guideHow to track billable hours - a step-by-step guide
How to track billable hours - a step-by-step guide
 
Establishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptxEstablishing An Enterprise and Project Management.pptx
Establishing An Enterprise and Project Management.pptx
 
How To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About TechnologyHow To Get Rich With Bitcoin Even If You Have No Clue About Technology
How To Get Rich With Bitcoin Even If You Have No Clue About Technology
 
HDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and SupplierHDPE Pipe Fittings Manufacturer and Supplier
HDPE Pipe Fittings Manufacturer and Supplier
 
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdfPath to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
 

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