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בישראל קיימים סטארט אפים טכנולוגיים רבים בתחומים שונים. לא מעט יזמים מצליחים להקים חברות ולפתח מוצרים ייחודיים אך אינם מצליחים לייצר פריצת דרך לשוק הבינלאומי. אין ספק שהיעדר שיווק נכון הוא, ככל הנראה, הגורם העיקרי לחוסר ההצלחה העסקית. במצגת תוכלו ללמוד 5 כלים ליצירת פריצת הדרך הבאה של הסטארט אפ שלכם לשוק הבינלאומי מאת חיות יוגב, מנכ"לית Gaia-VSM
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How to Build your Startup Marketing
Hayut YogevCEO
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שיווק הוא מאבק על תפיסה במוח של הלקוח
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מטרת כל עסק: להשיא את הערך לבעלי המניות
Marketing has clear rules to follow
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The 5 Tools of Startup Marketing
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Marketing
1. Market Mapping
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1. Learning the product and company
2. Defining the relevant fields
3. Monitoring the market
3 steps for mapping the market
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The Challenge
Innovative Technology
1. Say goodbye to subjective points of view.
2. Don’t ask customers if they’ll use the product or what they need
3. Don’t adopt the same plan as the startup next door
4. Understand what you really have to offer
5. Monitor customer behavior
6. Find the opportunities
7. Identify the barriers
Market Mapping
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2. Laying the Market Strategy Foundations
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What is a Market Strategy?
A process that can allow an organization to concentrate its limited resources on the greatest
opportunities to increase sales and achieve a sustainable competitive advantage
(Wikipedia)
A “Market Strategy” arms startups with the applicable tools
and valuable knowledge they need to become market leaders.
The 4 Core Dilemmas*
*Source: Gaia Model
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What do we do?
The Product
The 4 Core Dilemmas
*source: Gaia Model
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What Market Category should we play in?2
The 4 Core Dilemmas
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Who are our
Main and secondary
Customers?3
The 4 Core Dilemmas
Roger’s Adoption Curve
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What is our
Value Proposition?
*source: Gaia Model
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The 4 Core Dilemmas
What do we do?
The Product
What is our
Value Proposition?
What market
Category are
we playing in?
Who are our
Main and secondary
Customers?
The 4 Core Dilemmas
*source: Gaia Model23
3. Plan, Prepare and Consolidate your startup’s marketing communications
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“By failing to prepare, you are preparing to fail.”
― Benjamin Franklin
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להגדיר מטרות ויעדים
לזהות איפה נמצא הלקוח )כל אחד מקהלי היעד אותם הגדרנו
כפוטנציאלים(
להחליט על הערוצים וכלי התקשורת השיווקית
לתכנן את הקמפיינים והנושאים הרלוונטיים ללקוחות
למצוא את הספקים הרלוונטיים
להכין את החומרים להשקה \ פעילות המתוכננת
פגישת התנעה
Building the Marketing Activities plan
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פרסום און ליין
ניוזלטר
Gift card
PR
בלוגיםמגזינים
אינטרנטיים לעיצוב
Designers
Webinars
מיילרים
כנסAdobe MAX
Marketing activities
תמיכה במכירות
Social
1st week 2nd week 3rd week 4th week
Marketing Material /Website
Finalize product doc.New intro ppt for OperatorsNew intro ppt for partners New intro ppt forMediaUpdate one pager
Partners:Two-pagerNew website designMarketing Requirements Document
Partners: New post Whitepaper - capabilities Gather Journalists kit materials
Newsletter Newsletter:1) One PR2) One blog post
Towards Annual conference1) inviting customers and partners 2) inviting Analysts and journalistsContents: 2* Blog stories 1* Partner release
Exhibitions Annual market show kickoff- Find Giveaway - Show brochure- Consider potential partners for a mutual event at the show
Desgin and arrangments of Stand Generation of meetings with Customers of both type, partners & AgentsActivation of agents for meeting generation Activation of PR for meeting generation with Journalists & AnalystsGiveaways
Update on websitePresentores MeetingShow invitationsShow Business cards' design
Lead generation Find 2 potential content preparation partners in Europe
Lead Research in UK
Map Prospective Operators in 1 target markets in Europe.
Find 7 app developers for OperatorsBuy leads name list.
Contact 2 Operators in 2 target markets in Europe Find and contact 2 content providers
Social networks
Minimun 15 tweets per month:1) Articles2) Exhibitions3) Features4) Every PR5) Check out the news
Share a blog post on LinkedIn and start a discussionEffectivness questionable Start retweeting
Share a blog post on LinkedInUtilize Linked In for lead research Comment on 3 OTT related tweets/discussions
Share a blog post on LinkedInStart Discussions:1)2)
PRNew product PR
Looking for more ideas for releases towards the showdiscuss timing in light of newsletter, PR to contact 3 market leaders from list every month
TBD with PR TBD with PR
Blog
Customer Case studyPosts, a case study from PRGoals:Company one post per monthPR - one posts and one case studies per month
Operator's case study (PR) Company Post Guest post
Content preparation (?) Company PostCase study Guest Post
Company post - Companion devices guest post
Competative analysis Research websitesResrach WP
Compare offerings - differentiating factor
Marketing Monthly activities plan
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4. Ready, Go! Marketing Implementation
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1. Execute the plan as scheduled
2. Make sure everything works as planed
3. Get involved! talk with your sales. Talk with your Collaborations. Talk with your target customers.
4. Measure the results.
Implementing the Marketing plan
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Tvinci winning “Best TV Everywhere /Multi-Screen Service” at the CSI Awards 2013 at IBC
5. Always keep one step ahead…
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1. Be creative
2. Read. Learn. Follow.
3. Be aware to new marketing trends
4. Be innovative
Always keep one step ahead
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הכלים ליצירת פריצת הדרך בשיווק 5סטארטאפ
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מיפוי השוקבנית יסודות אסטרטגית השוקתכנון הפעילות השיווקיתיישום ומדידהחדשנות שיווקית
Marketing
Thank You
Email: Hayut@gaia-vsm.com
Website: www.gaia-vsm.com
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