marketing your startup
TRANSCRIPT
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Marketing your Startup How to be heard above the noise
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Q1: What do you want to be?• Lifestyle Business– Local market, not obsessed with growth– GLC’s -- “Great little companies”
• Niche– Large Geographic footprint, narrow customer profile
• High Potential Startup– Large global market, fast growth potential
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Inn
ovati
on
or
tech
nolo
gy
Business Model or Market
Existing New
Exis
ting
New
Highly Disruptive
Q2: Are you disruptive?NEW technology
andNEW market
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Inn
ovati
on
Business Model
Existing New
Exis
ting
New
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Types of Startups
Inn
ovati
on
or
tech
nolo
gy
Business Model or Market
Existing New
Exis
ting
New
Disruptive
Existing solution
made faster or cheaper
New technology, traditional
delivery
Old concept, new market
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Inn
ovati
on
or
tech
nolo
gy
Business Model or Market
Existing New
Exis
ting
New
Five Minute Activity
Disruptive
Existing solution
made faster or cheaper
New technology, traditional
delivery
Old concept, new market
Pick a Category:1. Sports2. Media & Entertainment3. IT – Software or
Hardware4. Transportation5. Consumer Products
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How does this relate to Marketing?
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Marketing Strategy
Inn
ovati
on
or
tech
nolo
gy
Business Model or Market
Existing New
Exis
ting
New
Highly Disruptive
Existing solution
made faster or cheaper
New technology, traditional
delivery
Old concept, new market
Easier to get noticed
Harder to get noticed
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What we’re going to talk about…
1. The Basics – be present2. The Message – something to talk about3. Going Guerilla – do something creative
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Phase 1: The Basics (must haves)
• Logo• Website • Business Cards• Brochures or handouts• Social Media
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Logo• Will be your most recognized asset• Not permanent • More on this in other sessions
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Websites – Domain names…• Tips to get what you want– Remove vowels– Add an “AZ” – .co is more common– Look at the other countries
extensions • .as .cc .er .la .ly .ne .vc • Shorter is better
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Do it yourself websites…• Wordpress, Wix, SquareSpace,
many more…• Squarespace– pretty easy to use, starts at $10/mo.
• Ask around…• Doesn’t have to be elaborate, but
it has to be there.
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Brochures• Having a good 1-pager (tech companies)• Get input• Get help• Stay tuned for the 4pm class on Graphic
Design
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Social Media• Linkedin, Facebook, Twitter, Pinterest • Use it but don’t over-do it• Leverage your contacts – get the “Likes”
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Phase 2: Something to talk about• Press Releases• Spam• Your pitch deck • Crowdfunding • Trade shows, Competitions, Events• Specials and Promotions
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Press Releases• What’s NEWS worthy???
– If you are truly disruptive then you have a story
– If not, you are an advertiser and they want you to buy an ad
• Do it anyway and put on your website– You are building your history
• Pay services and free services.– http://mashable.com/2007/10/19/press-releases/
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Email Campaigns• Mailchimp, Constant Contact• Use it don’t abuse it • Can be effective when used
with other media• You need to build a contacts
database• Always ask permission
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Your Pitch Deck• 25 pt font & 25 words per slide maximum• More visuals less text• 10 slides – 10 minutes
1. Title Slide/Overview/Elevator Pitch2. Problem3. Solution4. Team5. Business Model
6. Market7. Competitive Advantage8. Marketing and Sales Strategy9. Roadmap and Milestones10. Financial Information
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Crowdfunding - yes
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Tradeshows, competitions, events
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Promotions – Escape Grid
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Awareness activities -- Breezing
Supporting their Indiegogo campaign
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Phase 3: Going Guerrilla…
• Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.
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• Specifically geared for the small business and entrepreneur.• It should be based on human psychology • Forget about the competition and concentrate more on
cooperating with other businesses.• Guerrilla marketers should use a combination of marketing
methods for a campaign.• Use current technology as a tool to build your business.• Messages are aimed at individuals or small groups, the
smaller the better.• Commit to your campaign. Use Effective frequency instead of
creating a new message theme for each campaign.
Principles of Guerrilla…
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Guerrilla ideas – ASU Edson Campaign
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Guerrilla ideas – Arizona Pro DJ’s
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Guerrilla ideas – 1UP
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Conclusion• Look like a real company• Put together a plan• Use multiple strategies• Use one strategy to boost another strategy• Be creative• Get input• Listen to the customer
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Inn
ovati
on
Business Model
Existing New
Exis
ting
New
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References • http://www.cloudave.com/1129/the-four-quadrants-of-innovation-disruptive-vs-incremental/• http://en.wikipedia.org/wiki/Guerilla_marketing• http://www.sitepoint.com/forums/showthread.php?388271-Complete-List-of-Domain-Extensions• http://mashable.com/2007/10/19/press-releases/• http://www.foresightst.com/learning/• Robinson, David C. Brick by Brick: How LEGO Rewrote the Rules of Innovation and Conquered the Global
Toy industry, 2013