Marketing your Startup
Transcript of Marketing your Startup
Marketing your Startup How to be heard above the noise
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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Q2: Are you disruptive?NEW technology
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Types of Startups
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Five Minute Activity
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Pick a Category:1. Sports2. Media & Entertainment3. IT – Software or
Hardware4. Transportation5. Consumer Products
How does this relate to Marketing?
Marketing Strategy
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Easier to get noticed
Harder to get noticed
What we’re going to talk about…
1. The Basics – be present2. The Message – something to talk about3. Going Guerilla – do something creative
Phase 1: The Basics (must haves)
• Logo• Website • Business Cards• Brochures or handouts• Social Media
Logo• Will be your most recognized asset• Not permanent • More on this in other sessions
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
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.
Brochures• Having a good 1-pager (tech companies)• Get input• Get help• Stay tuned for the 4pm class on Graphic
Design
Social Media• Linkedin, Facebook, Twitter, Pinterest • Use it but don’t over-do it• Leverage your contacts – get the “Likes”
Phase 2: Something to talk about• Press Releases• Spam• Your pitch deck • Crowdfunding • Trade shows, Competitions, Events• Specials and Promotions
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/
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
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
Crowdfunding - yes
Tradeshows, competitions, events
Promotions – Escape Grid
Awareness activities -- Breezing
Supporting their Indiegogo campaign
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.
• 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…
Guerrilla ideas – ASU Edson Campaign
Guerrilla ideas – Arizona Pro DJ’s
Guerrilla ideas – 1UP
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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Thanks!
Wiley LarsenVenture ManagerASU Entrepreneurship & [email protected]
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