S

From 0-1,000 Gotta catch ‘em all

The progression

S  Problem

S  Idea

S  Product

S  Market – Initial Customers

S  Scale

S  Exit

Strategy

S  Who is your customer? S  Consumer

S  Employer

S  B2B

S  Title – CEO/CFO/Director/Product Manager?

S  Where can you find them?

S  Why would they switch from what they do today?

S  What does your product do for them? Why does that matter? Why does that matter?

S  Pricing – How much will they pay? How much do you need to be a viable business? Target $1M ARR

Focus on their Pain

S  Not you and your product

S  “My name is Lowell and I work for FlexMinder and we have software that automates the claim submission process for your participants”

S  “We reduce debit card substantiations by 75% for TPA’s”

Don’t use weak language

S  “I am sorry to bother you” “If you have time”

Obsession with listening

S  You only have a business if someone sees the value and is willing to pay for it

S  Brutally honest feedback

S  Survey existing/potential customers

S  Speak with them (Skype/phone/f2f)

S  What pain does it solve

Vitamin or Pain pill?

S  Pain relief is much more urgent (for the buyer)

Messaging

S  Capture interest

S  Every word matters

S  Earning the right to get more of their time

S  A/B test to get it right

S  Use free panels (like Toluna.com)

Expansion

S  ID the profile of your customer

S  Find more just like them

S  Referral program

S  Channels

S  Partnerships

Fishing (lead gen) Marketing/Advertising

S  Paid S  Facebook (Desktop/Mobile) S  Search (Adwords)

S  SEO

S  Conference

S  Cold calling

S  Drip campaign

Hunting Conferences/Cold Calling

S  What conferences do your target customers attend?

S  Speaking slots (not the paid ones)

S  Display

S  Guerilla marketing S  Coffee S  Breakfast/lunch/dinner

Automated follow up

S  Drip campaign (email – weekly/monthly)

S  Outbound calling reminders

Basics

S  CRM