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GROW SUSTAINABLY WOW INVESTORS angel.co/ligaya @ligayaya Smart Marketing for Early Stage Startups

Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

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From SEO/SEM and Content/Social to Distribution partnerships and PR it can be challenging for startups to determine which marketing channel is worth valuable time and resources. Using an approach I call "Stage Theory" this presentation explores which tactics to employ at various stages of a startup's development.

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Page 1: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

GROW SUSTAINABLY WOW INVESTORS

angel.co/ligaya@ligayaya

Smart Marketing for Early Stage Startups

Page 2: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

Marketing & Global Community Dev

Advising & Mentorship

Early Stage Investments

@ligayayaangel.co/ligaya

HELLO, I’M LIGAYA

Page 3: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

Marketing:Promotes the use of your product to a specific audience.

Community:Connecting people through your product to enhance their experience and increase their loyalty.

M&C

Page 4: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

INVESTOR INTERESTS TractionEngagementFinances

angel.co/ligaya@ligayaya

Page 5: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

COMMON ISSUES Founders overestimate market size, diminishing investor confidence

Employ M&C tactics too early, wasting resources and time

angel.co/ligaya@ligayaya

Page 6: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

NAIL YOUR MARKETING SLIDESJust how big is the opportunity? Give your business plan a sense of scale.

angel.co/ligaya@ligayaya

Top Down Bottom UpVSResearch firms

Industry analystsMarket reports

Purchase intent: Google“size of X industry”

whittle it down

User behavior analysisUser end purchases

Competitor revenues

Extrapolate from smallsubset of data

roll it up

Page 7: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

TOP DOWN:

SLICING THE MARKETConsumerGeographyDemography

EnterpriseVertical

angel.co/ligaya@ligayaya

Market Size

multiply:# of customers

average quantity price per unit

BOTTOM UP:

EXTRAPOLATING

Page 8: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

TOP DOWN:

FRAMEWORK

angel.co/ligaya@ligayaya

SOM

SAM

TAM

Total Available Market How much money is generated by a specific segment of the market?

Serviceable Available MarketWhats the value of your niche market?

Serviceable Obtainable MarketWhat market share can you realisticallycapture given sales, distribution, and competition?

Page 9: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

3

2

4

1 Drive awareness and growth by making it easy to spread the word offline and online.

Build a product people love by incorporating user feedback.

Promote loyalty to your company by forging real relationships with your users.

Create meaningful interactions between users of your product.

M&C GOALS

@ligayayaangel.co/ligaya

Page 10: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

MRKTG &CMTY STRATEGY

Brand Awareness

Engagement

AcquisitionBD/Partner

Contests &Promotions

Customer SupportEmail Marketing

PressInfluencer Outreach SEO/SEM/Retargeting

Paid Advertising

ReferralsAmbassadors

Events

ContentSocial Media

Challenge: What to do when?

prime for sales, increase LTV

expand market shareestablish differentiation

Page 11: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

M&C

PPMF Engage Growth IPOInception

STAGE THEORYMarketing and community tactics change with each phase of a startup’s growth.

Success comes from knowing the right thing to do at the right time

Page 12: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

STAGE ONE: INCEPTION

GOALSA workable product (MVP)Relationships with your users

PPMF Engage Growth IPOInception

Page 13: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

We want users to say:

“This is just what I need!” FUNCTION

“This product looks awesome and people like me use it!” PRESENTATION

“Thats a fair price.” VALUE

INCEPTION

@ligayayaangel.co/ligaya

Make your users feel valued.

Page 14: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

INCEPTION

Textual

taglinevalue prop

vision+mission

Visual

logousability

aesthetics

Branding

Testimonials

experiencephoto

In Consumer Tech, Users Are the Brand

Page 15: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

INCEPTION

CHECKLIST

Logo + Tagline Mission Statement Market Research User Guidelines Testimonials

Page 16: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

INCEPTION

METRICS

Bounce rateRegistrationsConversionsApplause & Conversation

TOOLS

Google AnalyticsHootSuiteTweetDeckMoz

Page 17: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

STAGE TWO: PPMF

GOALA product people love enough to evangelize

PPMF Engage Growth IPOInception

Page 18: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

Who is using your product? DEMOGRAPHICS

When and why? UTILITY AND USAGE PATTERNS

How much are they willing to pay? PRICING

Happiness IndexPain Points

PRE PRODUCT MARKET FIT

Experimentation & Validation

Page 19: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

PPMF

CHECKLIST

Establish Support Channels Email + Social Strategy NPS of 40%+ User Personas

Page 20: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

@ligayayaangel.co/ligaya

PPMF

METRICS

Growth RegistrationsReferralsAmplification

ActivityMonthly Active Users (MAU)Daily Active Users (DAU)Email Open RateEngagement timeTransaction patterns

Page 21: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

1

@ligayayaangel.co/ligaya

2

3

4

Think about the last time someone from a company contacted you. How did you feel?

Which networks or communities do you belong to?

List three people from these that would be interested in your product.

Write down two experiences with users, one that was positive and the other difficult.

EXERCISE

Page 22: Grow Sustainably and Wow Investors: Smart Marketing for Early Stage Startups

QUESTIONS?

angel.co/ligaya@ligayaya

Thank you for your attention.