Marketing Thinking for Startup Guys

Marketing Thinking

Startup Guysfor

Good marketing will make a shitty product fail sooner.

*this is why you need good marketing.

5 ways of thinking

Total World Domination

for

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

} startupthinking

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

It's all about pains.

● What are the pains for the people today?

● Is there a way of doing things that people will enjoy more?

● How can the experience for the people be simplified and made better?

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

Collaborating on code and maintaining versions is painful and generates bureaucracy.

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

It's all about value.

● Where can additional value be generated and gained?

● What are the deals that parties would want to make but are not making(a.k.a. deadweight loss)?

● Why are those deals not happening?

● Under what circumstances would they happen?

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

People want to pay with credit cards everywhere and small merchants want to accept credit cards.

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

It's all about patterns.

● What are the basic building blocks of the system as it is today?

● What are the repeating patterns?

● How can they be generalized & reused?

● How can they be turned into an algorithm in the most efficient way?

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

People send files to themselves and save new versions with different names over and over again.

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

It's all about behavior.

● What's the attitude and behavior change that we're trying to achieve?

● Who are the people whose behavior we're trying to change?

● What do they feel, think and do now instead of feeling, thinking and doing what we want them to?

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

We want travellers to feel like locals and stay with other people instead of hotels.

Generating and executing startup ideas based on what you want people to do more of is undervalued.

startupthinking

LET'S GO FUCKING MAKE IT!

designthinking

computational thinking

entrepreneurial thinking

marketing thinking

} startupthinking

If you systematically apply design, entrepreneurial, computational and marketing thinking to real world problems and multiply it all by startup thinking, you may have scaling issues for real.

Marketing Game

Growing Like Hell

for

It's like XP's planning game, but changing people, not product.

Marketing Stories

1

I want __________________

who currently____________

to ________________________

instead of _________________

Target Group

Current Attitude

Desired Behavior Target Action

Current Behavior Competition

*applicable to ideation, marketing, fundraising, hiring, team management and anything else.

I want __________________

who currently____________

to ________________________

instead of _________________

a NY-based designer in his 20's

struggles to pay rent

have a nicer apartment and meet nice people

moving out to a shitty district

*just like user stories, marketing stories in order to be actionable need to be broken down.

I want __________________

who currently____________

to ________________________

instead of _________________

a designer going to a conference

is afraid of people

stay with nice people and save money

staying at hotels

*just like user stories, marketing stories in order to be actionable need to be broken down.

I want __________________

who currently____________

to ________________________

instead of _________________

an existing one-time user

doesn't travel much

recommend our service to more people

talking about other things

*just like user stories, marketing stories in order to be actionable need to be broken down.

I want __________________

who currently____________

to ________________________

instead of _________________

a TechCrunch editor

doesn't give a shit

write about our startup (favorably!)

putting our emails to spam

*just like user stories, marketing stories in order to be actionable need to be broken down.

Estimate Impact

2

*source: McKinsey

Getting here Growing here

Catching here

Prioritize

3

imp

act

efforts

1

3

2

Journeys & Funnels

4

I want __________________

who currently____________

to ________________________

instead of _________________

a person landing on our website

doesn't need our help

recommend our product to a friend

just looking through and leaving

currentattitude & behavior

desired attitude & behavior

didn't

know

read o

n Tech

Crunch

got in

tereste

d

clicked

throu

gh

watch

ed the

intro

video

discov

ered "

share

to win

"

recom

mende

d

1000 people read TechCrunch

100 people click through

1 person recommends

10% conversion

1% conversion

Launch to Learn

5

write marketing stories

prioritize

estimate impact and effort

create journeys and funnels

learn

measure

tweak and test

ideate and execute

It's all about contacting the right people in the right context with something that will make the largest possible portion of them feel, think and do what you want them to feel, think and do.

One More Thing

those who want make it

for

The only thing we know for sure about decision making process in human beings isthat it's 95% irrational and mostly unpredictable.

*otherwise why would they buy shitty overpriced products?

Sell Your Story

Your Productnot just

94377498george.strakhov@gmail.com

keep calm and conquer the universe