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ZERO BUDGET MARKETING FOR STARTUPS 12 th October, 2014

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Page 1: Zero budget marketing

ZERO BUDGET MARKETING FOR STARTUPS

12th October, 2014

Page 2: Zero budget marketing

Hi, I’m Vidarth Co-Founder @ Stribr

10/12/2014 Vidarth Jaikrishnan, Stribr

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8 Month old Bootstrapped Company

Product Paying Customers

Stribr =

10/12/2014 Vidarth Jaikrishnan, Stribr

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8 Month old Bootstrapped Company

Product Paying Customers

Stribr =

10/12/2014 Vidarth Jaikrishnan, Stribr

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8 Month old Bootstrapped Company

Product Paying Customers

Stribr =

10/12/2014 Vidarth Jaikrishnan, Stribr

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8 Month old Bootstrapped Company

Product Paying Customers

Stribr =

10/12/2014 Vidarth Jaikrishnan, Stribr

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2 Very Broad Terms in

this presentation

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MARKETING

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START-UP

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THIS PRESENTATION IS

SPECIFICALLY FOR

10/12/2014 Vidarth Jaikrishnan, Stribr

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Tech Product Companies

(Leaning B2B)

10/12/2014 Vidarth Jaikrishnan, Stribr

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How to get your first

‘X’ customers.

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Based on what I’ve learnt the hard

way

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Hard way =

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Couldn’t get customers Changed our Product after 3 months of trying. Spent another 3 months

trying to get our first customer to use the product. Struggled to expand to

more customers. Struggling to get payments on time. Co-Founder is

broke. Laptop display broke (Rs. 5000 to repair) .

10/12/2014 Vidarth Jaikrishnan, Stribr

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10/12/2014 Vidarth Jaikrishnan, Stribr

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All this while having lunch at

Amma-Canteen….almost Every Day

10/12/2014 Vidarth Jaikrishnan, Stribr

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I know a bit about Marketing

I know a LOT about Zero Budget

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LET’S GET STARTED

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TEAM

PRODUCT

MARKET

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TEAM

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PRODUCT

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PRODUCT DEVELOPMENT

CUSTOMER DEVELOPMENT

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10/12/2014 Vidarth Jaikrishnan, Stribr

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GETTING YOUR FIRST ‘X’

CUSTOMERS

X = 10 – 50 for a B2B Startup

X = 1000 – 10,000 for a B2C Startup

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How to calculate ‘X’

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START-UP MARKETING

101

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MARKETING ≠ SOCIAL MEDIA

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10/12/2014 Vidarth Jaikrishnan, Stribr

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MARKETING = Everything you do communicate your value

proposition to your potential customer

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The difference between a great marketer and a lousy one is the ability to understand WHO to

market to. -Anonymous

10/12/2014 Vidarth Jaikrishnan, Stribr

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WHO is my customer?

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How do I reach him/her ?

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How to acquire customer #1

10/12/2014 Vidarth Jaikrishnan, Stribr

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Make a list of all the working professionals you know.

10/12/2014 Vidarth Jaikrishnan, Stribr

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Talk to all of them about your

idea/product.

Ask them for intros to potential customers.

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You’ll be surprised at how many leads you get.

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Go Out and Convert One of these Leads

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This is the hard bit. There is a lot of luck involved

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MAKE IT HAPPEN

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10/12/2014 Vidarth Jaikrishnan, Stribr

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Get this first customer to use your product - consistently

STEP 2

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THIS IS EVEN HARDER. Trust me

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Your Customer

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YOU

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Once again…you’ve gotta make it happen.

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If they are not using your product regularly you have to find out why. This is the true test of your value

proposition.

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YOUR #1 Priority

MAKE CUSTOMER #1 HAPPY

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STEP 3

GET CUSTOMER #1 TO PAY

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Okay! Sure… Next week Then.

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Go back to your old list of contacts.

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Try to convert as many leads as possible.

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Photo Credits: Adarsh Balak on Facebook

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Get referrals from customer #1 .

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These are the easiest leads to convert

IF

Customer #1 is happy

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Target 10-15 paying customers

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On the way to target 15

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Start Blogging

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Open Social Media Pages to promote your blog.

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Choose the right Social Networks. You are NOT going to advertise.

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Inbound Marketing + SEO Takes time.

Start now. Be Patient.

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On the way to target 15…here’s what the non tech founder does

every day. All day.

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10/12/2014 Vidarth Jaikrishnan, Stribr

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Write Blog Post

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Write Blog Post

Talk To Customer

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Write Blog Post

Talk To Customer

Product Feedback

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Write Blog Post

Talk To Customer

Product Feedback Get Money

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Write Blog Post

Talk To Customer

Product Feedback

Register the company

Get Money

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Write Blog Post

Talk To Customer

Product Feedback Get Money

Register the company

Acquire New Customer

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When you finally get to #15

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This method of acquiring customers

will not scale beyond this.

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Your Company

Continue to bootstrap. Move from Zero budget to Other Marketing Methods.

Raise $$$ Try to Scale Rapidly. Hire team. Invest $ in advertising.

10/12/2014 Vidarth Jaikrishnan, Stribr

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This is where most

startups are

Image Credit : @stinsondesign on Twitter

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This is where we are

Image Credit : @stinsondesign on Twitter

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This Deck Is Uploaded on Slideshare

@vidarth91

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www.stribr.com/blog

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My Co-Founders are more interesting than I am…

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On Twitter

@rohitp @chingucha

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Questions

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