startup marketing 101
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startup marketing JANUARY 13, 2015
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“Marketing is for companies who have sucky products. If you build something amazing… people will adopt it because it is amazing.”
Fred Wilson
Principal, Union Square Ventures
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“Startups fail because the dog won’t eat the dogfood.”
Jeff Schwartz Principal, Bain Capital Ventures
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depends how you define “marketing.” and maybe “startup.”
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does startup marketing matter?
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“A startup is an organization formed to search for a repeatable and scalable business model.”
Steve Blank | @sgblank
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what the market wants
to buy.
REALITY
startup marketing
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what you think you are
selling.
PERCEPTION
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real business
race to scale
proven opportunity
shared vision
the startup journey
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SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKET CONVICTION VS. FLEXIBILITY
passionate hypothesis
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“If you can’t explain it simply, you don’t understand it well enough.”
Albert Einstein
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who wants…
“…an intuitive but powerful approach that allows UML diagramming to be code-centric instead of model-centric by giving users an interactive exploratory visualization platform.”
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who wants…
“…a nutrition-based, gluten-free food company that uses ancient grains to provide innovative products that are both convenient and delicious.”
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who wants…
“…an innovative, patent pending hand hygiene solution to help hospitals improve hand hygiene compliance.”
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some people.
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who wants…
• maps that make code easier to understand, work on, and improve.
• ancient food for a better life today.
• clean hands that save lives.
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more people.
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how people grok your idea
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*
15 seconds
15 minutes
*
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be flexible early
“mobile marketing
management”
“mobile media
management”
2006 2002
“mobile messaging
management”
2004
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BUT… you’re betting your livelihood on a value proposition you believe is significant.
maybe you should write it down.
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elements of positioning
• target – actionable universe of buyers • segment – key, predisposing attribute • brand – a name you call yourself • category – a competitive frame for the buyer • distinction – what makes you unique • proof – perceived evidence of truth
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declare your hypothesis
for target who are segment, brand provides the category with
distinction because of proof.
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made-up examples
• For drivers who value automotive performance, BMW provides luxury vehicles that deliver joy through German engineering.
• For people around the world, Coca-Cola is the soft drink that is the real thing since 1886.
• For industrial manufacturers who are challenged to differentiate, BASF is the raw materials supplier that makes products better through engineering depth.
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tell a story that sells
“It’s far easier for us to remember stories than the cold hard facts because our brains make little distinction between an experience we are reading about and one that is actually happening.”
Fast Company “Why Our Brains Crave Storytelling in Marketing”
June 4, 2014
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Before
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the original blurb
“Actifio, the Protection and Availability Storage (PAS) platform company, pioneered the industry’s first storage system optimized for managing copies of production data, eliminating redundant silos of IT infrastructure and data management applications. By introducing virtualization into data management, Actifio delivers an application-centric, SLA-driven solution that decouples the management of data from storage, network and server infrastructure and reduces costs by 10X.”
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Today
For businesses that depend on their data, Actifio provides data
management solutions that improve resiliency, agility, and cloud mobility
by virtualizing copy data.
Three Strategic IT Priorities
26 COPYRIGHT © 2014 ACTIFIO
AGILITY
Access data when and where
you need it.
RESILIENCY
Better data protection and availability.
CLOUD
Enable transition to distributed IT
infrastructure model.
One Underlying Problem
27
AGILITY CLOUD RESILIENCY
BINDING APPLICATION DATA TO SILOED PHYSICAL INFRASTRUCTURE
BC/DR COMPLIANCE ANAYTICS DEV & TEST
Physical IT
BACKUP
Virtual IT
COPYRIGHT © 2014 ACTIFIO
Copy Data Virtualization
Virtual Data Pipeline™
CAPTURE Data at block level, in native format, according to your SLA
GOLDEN COPY OF PRODUCTION
MANAGE A physical copy, moved once,
and stored anywhere
USE Unlimited virtual copies for instant access and protection
DATA PROTECTION
BUSINESS CONTINUITY
DATA MOBILITY
DEV & TEST
DATA INSIGHTS
OTHER
COPYRIGHT © 2014 ACTIFIO
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Copy data virtualization.
What We Do
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covered so far
• startup marketing is finding the truth • important to declare your hypothesis • express it as a simple story • tell it the same way everywhere • iterate together toward a big idea
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real business
race to scale
proven opportunity
shared vision
product / market fit
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SELLING THE DREAM DISCONTINUOUS CHANGE
RIDING THE ROCKET CONVICTION VS. FLEXIBILITY
passionate hypothesis
✓ ✓
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what is a brand?
• The world’s collective emotional response • Envelope for your product’s rational benefits • Emotional value proposition, guides people
toward or away from what you’re selling • If you think it doesn’t matter, you don’t
understand how people make decisions…
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how we decide
• antonio damasio, neuroscientist • studied seemingly normal people
with a specific type of brain damage that made them unable to feel emotions.
• all had something peculiar in common: they couldn’t make decisions.
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we decide emotionally
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emotion comes first…
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emotional
rational
Copyright ©2012 ACTIFIO
Simon Sinek
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What
start with “why”
How
Why “We make great computers. They’re
beautiful and simple to use, because we
think different.”
“We think different. We make products beautiful and simple to use. We make great computers.”
37 Based on the work of Simon Sinek.
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“why” drives outcomes
Samuel Pierpont Langley. Smithsonian Fellow.
Orville & Wilbur Wright. Bicycle merchants.
“We will change the world by enabling man to fly.”
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"If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea."
Antoine de Saint-Exupery
Why ?
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Is there an emotional value prop in copy data virtualization?
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How customers feel.
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• We can liberate your data from the siloed infrastructure that keeps you from advancing your most urgent priorities.
• In the process we will liberate you, from the excess cost, complexity, and stress of managing cloud-scale application data on infrastructure designed for the client-server era.
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FREEDOM
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COCKTAIL PITCH Actifio is copy data virtualization.
ONE SIMPLE THING Freedom
FUNCTIONAL BENEFITS • Protect your applica>on data, so you can Access anything instantly • Transform the economics of your IT infrastructure, or even your business • Manage all of your application data through a single, simple UI
EMOTIONAL BENEFITS • Confidence… in your ability to recover from problems quickly • Independence… from vendor lock-‐in driving complexity and storage spend • Validation… of your foresight in embracing next generation technology early
STORIES • Data is the lifeblood of business. Infrastructure is just what you use to manage it. • We developed a radically simple approach to managing copy data • We capture data from production, manage it efficiently, and let you use it as you like
PROOF • Recover multi-‐terabyte data sets in seconds, mounting directly to production • Actifio typically slashes TCO by 50%, and turns cash positive in 90 days • Hundreds of enterprise class and CSP customers, in 22 countries around the world
PERSONALITY Bold, Inspiring, Practical
TAGLINE Radically Simple. 44
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Radically Simple
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Radically Simple
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Copyright ©2012 ACTIFIO
Radically Simple
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Free your data.
Radically Simple
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Virtualize your data.
Free yourself.
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everywhere.
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what to take away
• startup marketing is finding the truth • important to declare your hypothesis • express it as a simple story • tell it the same way everywhere • iterate together toward a big idea • your brand is your emotional value prop • lead with it, as soon as you can
thank you.
@miketrap
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Workshop.
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15 Minutes
55
Pair. Pitch. Switch.
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elements of positioning
• target – actionable universe of buyers • segment – key, predisposing attribute • brand – a name you call yourself • category – a competitive frame for the buyer • distinction – what makes you unique • proof – perceived evidence of truth
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