Lean Marketing – Tore Rasmussen, Lean Startup Practitioner & Co-creator of Playing Lean
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Transcript of Lean Marketing – Tore Rasmussen, Lean Startup Practitioner & Co-creator of Playing Lean
Positioning map
+
Brand storyboard
+
Positioning statement
+
Brand Personality
Team
+
Differentiating strategy
+
Campaign
+
Overbooked
+
Lean Branding Oversubscribed Throughput
Build your team!
★ Key person of influence
★ Head of sales and marketing
★ Head of operations
★ Head of finance and logistics
You’ll need a….
4 ways to differentiate
★ Innovation ○ Products○ Systems○ Brand
★ Relationship○ Become more influential ○ Become better known○ Long contracts
★ Convenience ○ Better distribution○ Better market information○ Automatisation
★ Price○ Invest○ Refine○ Systemize
Launch when overbooked
★ 5 x strong interest, has paid the deposit
★ 10 x taught or entertained customers, customers have attended an event
★ 100 x mild interest, such as downloaded information
Success factors
★ 7 hour rule
★ Have a bigger market than we can serve and talk with them 11 times
★ Stage release
★ Unexpected delight
Positioning statement
Our product/service is for who .
The is a that .
Unlike our product .
(target customer) (statement of the need or opportunity)
(product name) (product category) (key benefit)
(primary competitive alternative) (statement of primary differentiation)
Brand Personality
★ Hates
★ Loves
★ Favorite meal
★ Favorite drink
★ Favorite animal
Write your brand personality!
Positioning map
+
Brand storyboard
+
Positioning statement
+
Brand Personality
Team
+
Differentiating strategy
+
Campaign
+
Overbooked
+
Lean Branding Oversubscribed Throughput