Startup Marketing - How to Build Traction (Digital Hub Aachen 2017.09.26)

These were the slides for my http://plusandersen.com 1 day workshop with the incubated startups at Digital Hub Aachen. Bookings: you@plusandersen.com

Links:

https://www.youtube.com/watch?v=8FIKNjbYU-k

https://www.youtube.com/watch?v=7YVjH79ney0

https://www.youtube.com/watch?v=xYbNVL6Y2LM&t=32s

https://www.youtube.com/watch?v=nCP4hXgE-Nk

https://www.youtube.com/watch?v=-smTkDBRqr0

https://www.youtube.com/watch?v=i0nxESR9sFs

Transcript

1. STARTUP MARKETING HOW TO BUILD TRACTION DIGIHUB AACHEN SEPTEMBER 26. 2017
2. https://www.youtube.com/watch?v=8FIKNjbYU-k STEVE BLANK A NEW MARKETING PLAN
3. HOMEWORK CONDUCT AT LEAST15 CUSTOMER INTERVIEWS IT’S RECAP TIME
4. PEER REVIEW HOW MANY INTERVIEWS DID YOU DO WHAT DID YOU LEARN IT’S REPORTING TIME
5. STEVE BLANK ON LEAN MARKETING https://www.youtube.com/watch?v=7YVjH79ney0
6. READ THE BOOK
7. https://www.youtube.com/watch?v=xYbNVL6Y2LM&t=32s
8. NINETEEN TRACTION CHANNELS
9. 1. TARGETING BLOGS
10. 2. PUBLICITY
11. 3. UNCONVENTIONAL PR
12. 4. SEARCH ENGINE MARKETING
13. 5. SOCIAL & DISPLAY ADS
14. 6. OFFLINE ADS
15. 7. SEARCH ENGINE OPTIMISATION
16. 8. CONTENT MARKETING
17. 9. EMAIL MARKETING
18. 10. ENGINEERING AS MARKETING
19. 11. VIRAL MARKETING
20. 12. BIZ DEV
21. 13. SALES
22. 14. AFFILIATE PROGRAMS
23. 15. EXISTING PLATFORMS
24. 16. TRADE SHOWS
25. 18. SPEAKING ENGAGEMENTS
26. 19. COMMUNITY BUILDING
27. 19 CHANNELS 1. Targeting Blogs 2. Publicity 3. Unconventional PR 4. Search Engine Marketing (SEM) 5. Social & Display Ads 6. Offline Ads 7. Search Engine Optimisation (SEO) 8. Content Marketing 9. Email Marketing 10. Engineering as Marketing 11. Viral Marketing 12. Business Development (BizDev) 13. Sales 14. Affiliate Programs 15. Existing Platforms 16. Trade Shows 18. Speaking Engagements 19. Community Building
28. THE 50% RULE
29. 50% PRODUCT
30. 50% TRACTION
31. IN PARALLEL
32. PHASE 1 MAKING SOMETHING PEOPLE WANT
33. PHASE 2 MARKETING SOMETHING PEOPLE WANT
34. PHASE 3 SCALING YOUR BUSINESS
35. REMEMBER CUSTOMER DEVELOPMENT
36. TIME SEARCH PART OFTEN TAKES 1-2 YEARS ⇦ PRE/POST ⇨ PRODUCT-MARKET FIT Test 1: Is this a problem Test 2: Is this the solution Test 3: Can we sell this solution Test 4: Can we repeat selling the solution Test 5: Can we scale our business
37. PHASE 1 PHASE 2 PHASE 3 Making 
 something people want Marketing 
 something people want Scaling your business 1 2 3 Discovering 
 something people want The Customer Development Phases
38. THE BULLSEYE FRAMEWORK
39. WHAT’S POSSIBLE?
40. What’s possible
41. BRAINSTORM AT LEAST ONE IDEA PER CHANNEL
42. WHAT’S PROBABLE?
43. What’s possible What’s probable
44. 1. How much 
 will it cost to 
 acquire customers 
 through this channel?
45. 2. How many customers 
 are available through this channel?
46. 2. Are the customers
 you are getting
 through this channel
 the kind of customers
 that you want
 right now?
47. DESIGN EXPERIMENTS TO TEST
48. Noah Kagan’s mint.com Traction Dashboard
49. SPEED IS OF THE ESSENCE
50. 1. How much 
 does it cost to 
 acquire a customers
 through this channel?
51. 2. How many customers 
 are available through this channel strategy?
52. 3. Are the customers
 you are getting
 through this channel
 the ones you want
 right now?
53. WHAT’S WORKING?
54. What’s possible What’s probable What’s working
55. RINSE LATHER REPEAT
56. DEFINE YOUR TRACTION GOAL
57. What is the explicit traction goal you are working toward?
58. DEFINE YOUR CRITICAL PATH
59. What is the path to reaching your traction goal with the fewest number of steps possible?
60. THREE PITFALLS
61. 1. Out of sight 
 out of mind 
 forgetting about
 channels out of your
 vision
62. 2. Confusing your own
 preferences with
 those of your customers
63. 3. Bias against “schlep”
64. LAY OUT YOUR MILESTONES
65. STAY ON YOUR CRITICAL PATH
66. ACTIVELY WORK TO OVERCOME YOUR BIAS
67. WHAT IS GROWTH HACKING
68. WAIT DO YOU HAVE PRODUCT- MARKET FIT
69. IF NO - FORGET IT
70. WHAT IS GROWTH HACKING Ryan Holiday https://www.youtube.com/watch?v=nCP4hXgE-Nk
71. LEAN STARTUP MEETS GROWTH HACKING https://www.youtube.com/watch?v=-smTkDBRqr0
72. https://www.youtube.com/watch?v=i0nxESR9sFs 3 STAGES OF GROWTH HACKING Sean Ellis
73. READ THE BOOK
74. HOMEWORK CONDUCT AT LEAST15 CUSTOMER INTERVIEWS IT’S EXERCISE TIME
75. BRAINSTORM AT LEAST 5 IDEAS PER CHANNEL
76. DESIGN 5 EXPERIMENTS TO TEST
77. RUN THE 5 EXPERIMENTS
78. GET OUT 
 OF THE BUILDING GET OUT TIME
79. WE HELP 
 YOUR COMPANY 
 GET READY 
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80. MORE PLUSANDERSEN.COM • Education & Training • Programs & Processes • Innovation Metrics • Management Tools • Innovation Outposts • Human Assets SOME OF OUR CUSTOMERS:
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 A SERVICE INNOVATION OUTPOSTS DEMO DAY PITCHING MASTERCLASS EXPERTS AS A SERVICE MENTORS AS A SERVICE TRAIN THE TRAINER SPINNING OUT +ANDERSEN PROGRAMS AT ALL STAGES
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