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BUILDING STUFFTHAT SELLS
WHO AMI?
My Background
18 months
Discovered
Lean Startup
ThingsWeStart
Success
Startup Accelerators
Curriculum
Mentor & Speaker
FOCUS Framework
?’s
Agenda1. Who am I?2. 5 Steps to Sales3. Who do you Interview?4. How to Ask for Interviews5. Better Startup Marketing6. Wrap Up
75%FUNDEDSTARTUPS
FAIL
WHY?
BUILDGREATPRODUCTS
CUSTOMERS DON’T BUYproductsCUSTOMERS BUY SOLUTIONS TOproblems
75%FUNDEDSTARTUPS
FAIL
CUSTOMERS DON’T BUYproductsCUSTOMERS BUY SOLUTIONS TOproblems
BUILD STUFFTHAT SELLS
BUILD SOLUTIONSCUSTOMERS BUY
5 STEPS
Assumption
AssumptionAssumption
Assumption
Assumption
Assumption Assumption
Assumption
Assumption
Assumption
Assumption
Assumption
Assumption
Assumption
Assumption
Assumption
Assumption
Assumption Assumption
Assumption
Assumption
Assumption
52
13 3
144 2
The 5 Steps
You’ll Learn
AssumptionYou can find
people trying to solve the problem
They want your help solving it
They will "pay" you to solve it
You can solve it
You will achieve Product-Market
Fit
AssumptionYou can find
people trying to solve the problem
They want your help solving it
They will "pay" you to solve it
You can solve it
You will achieve Product-Market
Fit
Test
Manual solution
Cold Outreach, AdsLanding Page,Pre-Sales, LOIs
Product, large segments, etc.
CustomerInterviews
Utility Testing
Offer Testing
Currency Testing
Scaling to Fit
Finding Early Adopters
Step
FOCUS Framework
CASE STUDIES
Started as:
100’s of Providers:
Demo Day: Raised $800k
Team Size:14
Customers:1000’s
Social Enterprise
Tried to Raise: $350k
Raised: $372k (Oversubscribed)
MarketplaceProfitable
Enterprise Customers:
AssumptionYou can find
people trying to solve the problem
They want your help solving it
They will "pay" you to solve it
You can solve it
You will achieve Product-Market
Fit
Test
Manual solution
Cold Outreach, AdsLanding Page,Pre-Sales, LOIs
Product, large segments, etc.
CustomerInterviews
Utility Testing
Offer Testing
Currency Testing
Scaling to Fit
Finding Early Adopters
Step
?’s
Agenda1. Who am I?2. 5 Steps to Sales3. Who do you Interview?4. How to Ask for Interviews5. Better Startup Marketing6. Wrap Up
AssumptionYou can find
people trying to solve the problem
They want your help solving it
They will "pay" you to solve it
You can solve it
You will achieve Product-Market
Fit
Test
Manual solution
Cold Outreach, AdsLanding Page,Pre-Sales, LOIs
Product, large segments, etc.
CustomerInterviews
Utility Testing
Offer Testing
Currency Testing
Scaling to Fit
Finding Early Adopters
Step
Riskiet AssumptionWho do you Interview?
Riskiet AssumptionHow do youFind Them?
ADOPTIONBEHAVIORCURVE
Diffusion of Innovations
EarlyAdopters
EarlyMajority
LateMajority Laggards
Victory
Y
YYY
YY
Startup founders
“Not sure how to apply Lean Startup”
VictoryStart
Y
YYY
YY
“Not sure how to apply Lean Startup”
Goes to Lean Startup MachinePays for online coursesGoes to Lean Startup Conf.Makes calls on ClarityBuy’s Ash’s BookEnrolls in Founder Institute
Tweets about Lean Startup MachineReviews online courses
Leaves feedback on Clarity
Amazon review for Ash’s BookJoins Founder Institute Meetup Group
What are Early Adopters?
“Paying” to Solve It Know they Have ItHave the problem
Customers who…
Where are yours?
Externally Observable Behavior
Tweets about Lean Startup MachineReviews online coursesLeaves feedback on ClarityAmazon review for Ash’s BookJoins Founder Institute Meetup Group
?’s
SUMMARIZE
WHAT DOCUSTOMERSBUY?
5STEPS OFFOCUS?
WHAT’S THE DIFF.EARLY ADOPTERSVS EARLY MAJORITY?
Agenda1. Who am I?2. 5 Steps to Sales3. Who do you Interview?4. How to Ask for Interviews5. Better Startup Marketing6. Wrap Up
ASKING FOR INTERVIEWS
PROBLEM IT SOLVES
1. UNSURE HOW TO ASK?
2. INCREASE YOUR CONVERSION RATE
3. GIVE YOURSELF A TIMELINE
HOW TO ASK
1. COLD CONTACT
2. IN-PERSON
3 Rules of Cold Contacts
1. Email2. LinkedIn3. Twitter4. Facebook
3 Rules of Cold Contacts
1. Personal
SPAM
3 Rules of Cold Emails
1. Personal2. Short – 5 sentences
5 Sentence Cold Email
1. About them2. About both of you3. What you’re doing4. What you’re offering5. The ask
3 Rules of Cold Emails
1. Personal2. Short – 5 sentences3. Valuable
140 Characters
#1 People are Waiting- Public Transit- Long lines (amusement park, concert tickets, movies, sporting events)- Airports
In-Person Interviews
#2 Props Can Help
LET’S ASK FOR INTERVIEWS!
Lean Startup Founders “How do I do Lean Startup?”
Lean Startup LinkedIn Group
LSM Facebook group members
Blog readers 8/198/128/7
8/10 8/15 8/22
9/78/298/24
PROBLEM IT SOLVES
1. UNSURE HOW TO ASK?
2. INCREASE YOUR CONVERSION RATE
3. GIVE YOURSELF A TIMELINE
ASKING FOR INTERVIEWS
TAKEAWAYS
Agenda1. Who am I?2. 5 Steps to Sales3. Who do you Interview?4. How to Ask for Interviews5. Better Startup Marketing6. Wrap Up
BETTER STARTUP MARKETING
OFFER DESIGN
AssumptionYou can find
people trying to solve the problem
They want your help solving it
They will "pay" you to solve it
You can solve it
You will achieve Product-Market
Fit
Test
Manual solution
Cold Outreach, AdsLanding Page,Pre-Sales, LOIs
Product, large segments, etc.
CustomerInterviews
Utility Testing
Offer Testing
Currency Testing
Scaling to Fit
Finding Early Adopters
Step1. Problem2. Marketing Copy3. Marketing Channels
Why?
PROBLEMS IT SOLVES1. WHY DO WE INTERVIEW?
2. DEVELOP MARKETING STRATEGY
3. WHERE TO MARKET, WHAT TO SAY
AN OFFER IS…1. CHANNEL
2. PROBLEM-ORIENTED MESSAGE
3. CALL TO ACTION
Channel
Message
Call to Action
AN OFFER IS…
Blog
Facebook ads
Lean Conference
Cold emails
Founder Institute
?
TIME
1. HOURS2. DAYS3. WEEKS
MONEY1. FREE2. < $1003. < $5004. < $10005. >= $1000
Blog
Facebook ads
Lean Conference
Cold emails
Founder Institute
1
1
3
2
2
1
2
3
1
1
1
2
9
2
2
1050
11000
250
200
1000
1050
11K
250
200
1000
1
2
9
2
2
1050
5500
27.7
100
500
PROBLEM-CENTRIC MESSAGING1. PROBLEMS - NOT SOLUTIONS2. EMOTIONAL3. SHORT4. ASK QUESTIONS5. IT’S ABOUT “YOU”
Blog
Facebook ads
Lean Conference
Cold emails
Founder Institute
Overwhelmed? What to do Next and HOW to do itOverwhelmed? HOW to do Lean StartupOverwhelmed? HOW to find your Product-Market FitWant Focus? Step-by-Step Lean Startup InstructionsWant Focus? HOW to do Lean Startup
1
1
3
2
2
1
2
3
1
1
1
2
9
2
2
1050
11000
250
200
1000
1050
11K
250
200
1000
1
2
9
2
2
1050
5500
27.7
100
500
?
Blog
Facebook ads
Lean Conference
Cold emails
Founder Institute
Overwhelmed? What to do Next and HOW to do itOverwhelmed? HOW to do Lean StartupOverwhelmed? HOW to find your Product-Market FitWant Focus? Step-by-Step Lean Startup InstructionsWant Focus? HOW to do Lean Startup
Get 1-on-1 Mentoring Now
Facebook Ads Overwhelmed? HOW to find your Product-Market Fit Get 1-on-1 Mentoring Now
1
1
3
2
2
1
2
3
1
1
1
2
9
2
2
1050
11000
250
200
1000
1050
11K
250
200
1000
1
2
9
2
2
1050
5500
27.7
100
500
Start your Lean Video CourseGet the Cust. Dev Workbook
Facebook Ads Overwhelmed? HOW to find your Product-Market Fit Start your Lean Video Course
?
OFFER DESIGN
PROBLEMS IT SOLVES1. WHY DO WE INTERVIEW?
2. DEVELOP MARKETING STRATEGY
3. WHERE TO MARKET, WHAT TO SAY
BETTER STARTUP MARKETING
?’s
SUMMARIZE
Channel
Message
Call to Action
AN OFFER IS…
PROBLEM-CENTRIC MESSAGING1. PROBLEMS - NOT SOLUTIONS2. EMOTIONAL3. SHORT4. ASK QUESTIONS5. IT’S ABOUT “YOU”
TAKEAWAYS
SUMMARIZE
CUSTOMERSBUYWHAT?
5STEPS OFFOCUS?
WHICH STEPTESTSMARKETING?
WHICH STEPTESTSSALES?
WHAT’S THE DIFF.EARLY ADOPTERSVS EARLY MAJORITY?
HOW/WHERE DO YOUFINDFIND YOUREARLY ADOPTERS?
WHO DESIGNSYOUR MARKETINGSTRATEGY?
WHEN WILLTHEY DESIGN IT FOR YOU?
TAKEAWAYS
FOCUS Framework
BUILDING STUFFTHAT SELLS