Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's
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Transcript of Lean Startup Sydney Sessions 4 - Channels, Early Adopters, Persona's
Lean Startup SydneyHumphrey Laubscher
@HumphreyPL
Tomás Kutaj@tomaskutaj
Fishburners, Sydney, 23 July 2013
Mission
Connecting people
passionate about Lean
Startup Methodologies.
Meeting Format• Lean Startup Session• Workshop• Lean Conversation with Billy Tucker
• Startup Pitch’s (2min)• Meet and Greet Drinks!
What is Lean Startup?Steven Blank
steveblank.com
Eric ReisStartupLessonsLearned.com
Ash Mauryaashmaurya.com
Customer Development
Meets Agile Development
New Product LifecycleProblem
/ Solution
Fit
Product / Market
FitScale
Do I have Problem
worth Solving?
Have a built
something people want?
Can I repeat the processes profitably?
Validated Learning Growth
Pivots Optimizations
Lean Startup Canvas
Early Adopters / Earlyvangelists
The Revised Technology Adoption Life Cycle
Early Adopters
http://www.collegehumor.com/video/6348675/early-adapters-through-history
Persona’s
Fictitious
Represents Target Customers
User Motivation
User Expectation
Helps Teams Focus!
Resolves Disagreements
User Empathy
Channels
“Customers don’t care about your solution. They care about their problems.”- Dave McClure, 500Startups
Startup Metrics for Pirates
• Acquisition: users come to site from various channels
• Activation: users enjoy 1st visit: "happy” experience
• Retention: users come back, visit site multiple times
• Referral: users like product enough to refer others
• Revenue: users conduct some monetization behavior
Dave McClure @DaveMcClurehttp://500.co
http://500hats.typepad.comhttp://slideshare.net/
dmc500hats
AARRR!: Startup Metrics Model
Website.com
Revenue $$$
Biz DevAds, Lead Gen,
Subscriptions, ECommerce
Activ
atio
n
Homepage / Landing Page
Product Features
ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Network
s Blogs
Domains
Retention
Emails & Alerts
System Events & Time-based Features
Blogs, RSS, News Feeds
REFERRALEmails & widgets
Affiliates, Contests
Viral Loops
Role: Marketing / Sales
Q: What channels? Which users? Why?A: High Volume (#), Low Cost ($), High Conv
(%)
• Design & Test Multiple Marketing Channels + Campaigns• Select & Focus on Best-Performing Channels & Themes• Optimize for conversion to target CTAs, not just site/landing
page• Match/Drive channel cost to/below revenue potential
• Low-Hanging Fruit: – Blogs– SEO/SEM– Landing Pages– Automated Emails
Where from?
Create Content
Cold Call
Friends!
@WebbJS © John Webb 2013
WHY
HOW
WHAT
Simon Sinek: Start With Why
Traditional, product-led marketing
OUTSIDE - IN
@WebbJS © John Webb 2013
Innovators / Early Adopters engage with beliefs first
WHY
HOW
WHAT
INSIDE - OUT
Simon Sinek: Start With Why
@WebbJS © John Webb 2013
What
Compaq 1996
IBM 1997
Why
Apple 1997
Simon Sinek: Start With Why
@WebbJS © John Webb 2013
When your WHY is seen as a“Noble Cause” people will follow
Simon Sinek: Start With Why
Workout• Customer
Empathy Map• Early Adopter
Persona• Google and
Facebook Ad Example
Lean Conversation with
Billy Tucker
Startup Pitch’s
No Beer until someone Pitches!
Time to Socialise!