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Launching A New Product
@chrisyeh
PBworks
AskTheHarvardMBA.com
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15 years of startup marketing
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People think marketing is this
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Press is an effect, not a cause
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Marketing = An effective story
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Who are you telling?
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What are you telling them?
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Why should they believe you?
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The Hiten Shah Secret
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Market before you build product
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Develop key relationships
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Slowly build overnight success
“Timing, perseverance, and ten years of trying will eventually make you look like an overnight success.”
--Biz Stone
(Twitter founded in 2006)
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Concrete next steps
1. Identify the key issues your startup touches
2. Become part of the conversation
3. Cultivate the influencers (follows & replies)
4. Produce (or borrow) compelling content
5. Build a need in the marketplace
6. Launch a product that fills that need
7. Print out TechCrunch headline for your mom
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