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There’s more to building a startup than code! Find out how you can easily inject basic marketing strategies into your business plan from day 1. We’ll discuss how validation and product development can can have a HUGE impact on your marketing plan and we’ll provide insight on how you can spend little or no money on building the buzz early on.
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Startup Breakfast Club Montreal, June 18th 2013
Tuesday, 18 June, 13
Code,
This is the advice you’ll get most often.
code, code ...
Tuesday, 18 June, 13
... and it’s WRONG!
well, almost.
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If you build it
they will come!
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They won’t!
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Ask a technical founder about his startup, and he'll proudly
describe his stunning software
simple, compelling, useful, fun,
cloud-based, scalable, distributed
version control, continuous
integration, one-click-deploy.
as
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blah, blah, blah ...
“So how will people find your website?”
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★ "We're going to A/B-test AdWords campaigns until we discover our hook."
★ “We're going to A/B-test our landing pages until the right message appears."
★ "We're better than everyone else at SEO."
★ "A friend of mine knows how to get popular on Twitter."
★ "We're going to get reviews on blogs."
★ "We're going to start with our own network and grow it from there."
★ "We're going to use an affiliate program so our customers sell it for us."
★ "We're putting a 'Retweet' button inside the product to encourage viral growth."
Response ...
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Every new startup on Earth says exactly these things.The Problem:
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Yes, you’re still going to do these things, but since
millions of other people are too, you’re still invisible.
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Visibility
Anyone gives a crap
= FAIL
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So now what?
I thought this was a
marketing talk?
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It is, so let’s talk
marketing!
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Here are 5 BIG marketing tips for startups
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The number one mistake founders make when trying to generate press is talking about
what the company does
1
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1
they should talk about why they are doing it!
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Does Twitter get press when it helps Iranians fight an illegitimate government or when it creates a
new internal IT process to increase up-time?
1
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1
Does Apple win the hearts of millions because of their obsession with design or because of
their development APIs?
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Does 37signals have over three million users because their software is "better" than the competition, or is it because they motivate designers and entrepreneurs
through their writing and philosophy?
1
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“Without a powerful narrative, your chances of getting big press and enthusiastic users who spread
the word for you approach zero as a limit.”
Jason Cohen, Smart Bear Software
1
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1 One thing we do really well is ...
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1We tell a compelling and honest
story through social media, blogs, and events, and community outreach.
... and it works!
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2
Going viral ...
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2Just adding a like or share button
does not guarantee viral!
buttons are good but they don't make your product intrinsically viral
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2Tip: If your product is not viral you
still need a killer way to find customers.
If it is, it better be encoded in the DNA of the application, and not an afterthought.
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2Don’t bloat!
Don’t just add features you think are cool, build your software around your
users. Ask them what they want?
This can do more harm than good!
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3
Advertising
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3
Today, marketing is about building “relationships”
and “authority”
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3 We strongly believe ...
Even if your community is
small, it provides you with an
opportunity to get to know
your readers
Interactivity engages
readers and creates a
positive impression
A sense of community creates loyal readers
Readers who like you will help you out in
various ways
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3True, but ...
Spending money to make money is also still true. Advertising is not dead; you can still buy eyeballs!
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3A simple strategy
$C < $R = You have a business
The average cost of acquiring a customer is $C (advertising, sales, support, doing demos) and the lifetime
revenue you get from that customer is $R.
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3Tip: Read this great interview with
Sean Ellis at VentureHacks for a great discussion of how to seek a repeatable, profitable model
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4
Honesty
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Need I say more?
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4
Celebrity Championship
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4Celebrity endorsement can
serve as an untouchable competitive advantage.
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4But a good community
manager, marketing manager, or CEO can do the same!
It’s all about connections.
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5
Start your marketing from day 1!This is the biggest tip!
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5You can spend all the time in the
world building a product but if you don’t have a Go To Market strategy
no one will ever find it!
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Follow steps 1 - 5 daily and you’ll be ok!
or, gives us a call
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Want to learn more?Come check out STARTUP MARKETING 101
http://thebrendans.com/startup-marketing
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Thank You!www.TheBrendans.com
www.KeepMarketingFun.com@TheBrendans
www.facebook.com/thebrendans
@digibomb
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