Startup Marketing, Culture & Branding workshop for Web Summit 2014 in Dublin 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