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Startup Marketing

Startup Marketing. Using Metrics Driven Customer Development to Reach Your Startup’s Full Potential. Sean Ellis Principal at 12in6 Startup Launch Accelerator Email: sean@12in6.com. Blog: Startup-Marketing.com.

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Startup Marketing

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  1. Startup Marketing Using Metrics Driven Customer Development to Reach Your Startup’s Full Potential Sean Ellis Principal at 12in6 Startup Launch Accelerator Email:sean@12in6.com Blog: Startup-Marketing.com

  2. First six months of customer engagement most critical for reaching your full potential Blog: Startup-Marketing.com

  3. Typical execution first six months • Prepare for big launch • Work like crazy for awareness • Build customer acquisition channels • Target 1 million users by Jan 1 Blog: Startup-Marketing.com

  4. Missed targets • High burn • VP Marketing turnover • Reduced potential Typical Results Blog: Startup-Marketing.com

  5. 80/20 Rule Applies 80% of typical startup launch efforts are a waste of time and money Blog: Startup-Marketing.com

  6. 12in6 Methodology Concentrate effort & resources into 20% that matters, when it matters Blog: Startup-Marketing.com

  7. Reduced burn during discovery and optimization • Accelerated customer development (12 months in 6) • Improved tactical results between 2X & 10X in 6 months 12in6 Methodology Results Blog: Startup-Marketing.com

  8. 12in6 Methodology: The Sequence 1) Survey Driven Discovery 2) Metrics Driven Iteration 3) Experiment driven Growth 12in6 Methodology builds momentum Blog: Startup-Marketing.com

  9. 12in6 Methodology: The Metrics Focus on actionable metrics that drive decisions to improve results • Potential Acquisition Metrics • User acquisition sources • Campaign ROI management • Allowable acquisition costs • Potential Transaction Metrics • Average revenue per user • Average transaction size • Transactions per customer • Months per subscriber • Potential Conversion Metrics • Visit-to-registration rate • (Or visit to download rate) • Trial-to-transaction rate Blog: Startup-Marketing.com

  10. Evolving Over Several Startups… …and continues to evolve Blog: Startup-Marketing.com

  11. Survey Driven Discovery Attract the right users who are passionate about your solution Blog: Startup-Marketing.com

  12. Survey Driven Discovery Your passionate usershold the keys to unleashing massive customer adoption Messaging that gets more “must have” users? Need/Problem? Which users say: “Must Have”? Why do they love it? * The Four Steps to the Epiphany by Steven Blank recommended for early customer development. Blog: Startup-Marketing.com

  13. Metrics Driven Iteration Reduce barriers, streamline experience, maximize average revenue per visitor Blog: Startup-Marketing.com

  14. Metrics Driven Iteration X% X% Iterate flow to eliminate barriers that prevent gratification and transactions Blog: Startup-Marketing.com

  15. Experiment Driven Growth Discover scalable, profitable customer acquisition channels Blog: Startup-Marketing.com

  16. Develop Free Channels First Develop External Free Drivers • SEO (self) – Ideal for products/services that disrupt existing categories. • Blog - Blog about passion to solve a problem. Link with other blogs in category. • Widgets make it easy to embed your content (brand experience) on other sites/platforms Potential User-Get-User Channels • Viral replication - if your product has a social element * FREE * Blog: Startup-Marketing.com

  17. Then Test Paid Channels Paid channel testing sequence • PR: Great for “innovators” • Demand harvesting channels (easier than demand creation) • Create unique onramps for each usage and user type • SEM, directories • Demand creation last (challenging and expensive) • Get ideas by monitoring competitors and overall trends • Widgets, webcasts, sponsorships, banners, radio, trade shows • Test lowest hanging fruit first • Begin by testing user acquisition channels most likely to have easy, positive ROI Blog: Startup-Marketing.com

  18. Budget For Profitable Growth With the 12in6 Methodology you should always invest for a positive ROI – but payback period changes by strategy. • World Domination Budget Strategy • Budget max spend for allowable acquisition of a new user that returns investment more slowly. • Low Burn Budget Strategy • Budget max spend for allowable acquisition cost of a new user that gives fast payback. Blog: Startup-Marketing.com

  19. Need More Help? • 12in6’s mission is to help as many startups as possible reach their full potential through a metrics driven go to market approach. • Help ranges from free guidance (this presentation and the startup-marketing.com blog) to a hands on go to market program for qualifying startups. What is 12in6? 12in6 uses a metrics driven approach to help startups gain customer traction and build long-term momentum. The name represents the objective of achieving twelve months of customer development progress in only six months of execution. Learn More About 12in6 Sean Ellis Email:sean@12in6.com Blog: Startup-Marketing.com

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