Startup Marketing 101

startup marketing JANUARY 13, 2015

“Marketing is for companies who have sucky products. If you build something amazing… people will adopt it because it is amazing.”

Fred Wilson

Principal, Union Square Ventures

“Startups fail because the dog won’t eat the dogfood.”

Jeff Schwartz Principal, Bain Capital Ventures

depends how you define “marketing.” and maybe “startup.”

does startup marketing matter?

“A startup is an organization formed to search for a repeatable and scalable business model.”

Steve Blank | @sgblank

what the market wants

to buy.

REALITY

startup marketing

what you think you are

selling.

PERCEPTION

real business

race to scale

proven opportunity

shared vision

the startup journey

SELLING THE DREAM DISCONTINUOUS CHANGE

RIDING THE ROCKET CONVICTION VS. FLEXIBILITY

passionate hypothesis

“If you can’t explain it simply, you don’t understand it well enough.”

Albert Einstein

who wants…

“…an intuitive but powerful approach that allows UML diagramming to be code-centric instead of model-centric by giving users an interactive exploratory visualization platform.”

who wants…

“…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.”

who wants…

“…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.”

some people.

who wants…

•  maps that make code easier to understand, work on, and improve.

•  ancient food for a better life today.

•  clean hands that save lives.

more people.

how people grok your idea

15 seconds

15 minutes

be flexible early

“mobile marketing

management”

“mobile media

management”

2006 2002

“mobile messaging

management”

BUT… you’re betting your livelihood on a value proposition you believe is significant.

maybe you should write it down.

elements of positioning

•  target – actionable universe of buyers •  segment – key, predisposing attribute •  brand – a name you call yourself •  category – a competitive frame for the buyer •  distinction – what makes you unique •  proof – perceived evidence of truth

declare your hypothesis

for target who are segment, brand provides the category with

distinction because of proof.

made-up examples

•  For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering.

•  For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.

•  For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth.

tell a story that sells

“It’s far easier for us to remember stories than the cold hard facts because our brains make little distinction between an experience we are reading about and one that is actually happening.”

Fast Company “Why Our Brains Crave Storytelling in Marketing”

June 4, 2014

Before

the original blurb

“Actifio, the Protection and Availability Storage (PAS) platform company, pioneered the industry’s first storage system optimized for managing copies of production data, eliminating redundant silos of IT infrastructure and data management applications. By introducing virtualization into data management, Actifio delivers an application-centric, SLA-driven solution that decouples the management of data from storage, network and server infrastructure and reduces costs by 10X.”

For businesses that depend on their data, Actifio provides data

management solutions that improve resiliency, agility, and cloud mobility

by virtualizing copy data.

Three Strategic IT Priorities

AGILITY

Access data when and where

you need it.

RESILIENCY

Better data protection and availability.

Enable transition to distributed IT

infrastructure model.

One Underlying Problem

AGILITY CLOUD RESILIENCY

BINDING APPLICATION DATA TO SILOED PHYSICAL INFRASTRUCTURE

BC/DR COMPLIANCE ANAYTICS DEV & TEST

Physical IT

BACKUP

Virtual IT

Copy Data Virtualization

Virtual Data Pipeline™

CAPTURE Data at block level, in native format, according to your SLA

GOLDEN COPY OF PRODUCTION

MANAGE A physical copy, moved once,

and stored anywhere

USE Unlimited virtual copies for instant access and protection

DATA PROTECTION

BUSINESS CONTINUITY

DATA MOBILITY

DEV & TEST

DATA INSIGHTS

Copy data virtualization.

What We Do

covered so far

•  startup marketing is finding the truth •  important to declare your hypothesis •  express it as a simple story •  tell it the same way everywhere •  iterate together toward a big idea

real business

race to scale

proven opportunity

shared vision

product / market fit

SELLING THE DREAM DISCONTINUOUS CHANGE

RIDING THE ROCKET CONVICTION VS. FLEXIBILITY

passionate hypothesis

✓ ✓

what is a brand?

•  The world’s collective emotional response •  Envelope for your product’s rational benefits •  Emotional value proposition, guides people

toward or away from what you’re selling •  If you think it doesn’t matter, you don’t

understand how people make decisions…

how we decide

•  antonio damasio, neuroscientist •  studied seemingly normal people

with a specific type of brain damage that made them unable to feel emotions.

•  all had something peculiar in common: they couldn’t make decisions.

we decide emotionally

emotion comes first…

emotional

rational

Simon Sinek

start with “why”

Why “We make great computers. They’re

beautiful and simple to use, because we

think different.”

“We think different. We make products beautiful and simple to use. We make great computers.”

37 Based on the work of Simon Sinek.

“why” drives outcomes

Samuel Pierpont Langley. Smithsonian Fellow.

Orville & Wilbur Wright. Bicycle merchants.

“We will change the world by enabling man to fly.”

"If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea."

Antoine de Saint-Exupery

Is there an emotional value prop in copy data virtualization?

How customers feel.

•  We can liberate your data from the siloed infrastructure that keeps you from advancing your most urgent priorities.

•  In the process we will liberate you, from the excess cost, complexity, and stress of managing cloud-scale application data on infrastructure designed for the client-server era.

FREEDOM

COCKTAIL PITCH Actifio is copy data virtualization.

ONE SIMPLE THING Freedom

FUNCTIONAL BENEFITS •  Protect your applica>on data, so you can Access anything instantly •  Transform the economics of your IT infrastructure, or even your business •  Manage all of your application data through a single, simple UI

EMOTIONAL BENEFITS •  Confidence… in your ability to recover from problems quickly •  Independence… from vendor lock-‐in driving complexity and storage spend •  Validation… of your foresight in embracing next generation technology early

STORIES •  Data is the lifeblood of business. Infrastructure is just what you use to manage it. •  We developed a radically simple approach to managing copy data •  We capture data from production, manage it efficiently, and let you use it as you like

PROOF •  Recover multi-‐terabyte data sets in seconds, mounting directly to production •  Actifio typically slashes TCO by 50%, and turns cash positive in 90 days •  Hundreds of enterprise class and CSP customers, in 22 countries around the world

PERSONALITY Bold, Inspiring, Practical

TAGLINE Radically Simple. 44

Radically Simple

Free your data.

Radically Simple

Virtualize your data.

Free yourself.

everywhere.

what to take away

•  startup marketing is finding the truth •  important to declare your hypothesis •  express it as a simple story •  tell it the same way everywhere •  iterate together toward a big idea •  your brand is your emotional value prop •  lead with it, as soon as you can

thank you.

@miketrap

Workshop.

15 Minutes

Pair. Pitch. Switch.

elements of positioning

•  target – actionable universe of buyers •  segment – key, predisposing attribute •  brand – a name you call yourself •  category – a competitive frame for the buyer •  distinction – what makes you unique •  proof – perceived evidence of truth

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