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Charlie Gunninghamaussiehome.com, 1999-2010
reiwa.com, 2010-13businessnews.com.au, 2013-
My startup journey … so many flearnings!
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Me
MBA Graduation, March 1999
7 months after grad’g… Dec 19994
Startup! (little did we know)
Startups are easy!
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1.
… survival & managing growth is hard
In 1999, it was dial up, ISDN…- it took longer, it cost more (3x)- agents were suspicious, the site was
poor- then the dotcom crash came (Easter
2000)
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2. Build it. …but don’t fall in love with it
Q. What problem were we solving?- for whom?
3. Fall in l ve with your clients’ problems
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- newspapers, reviews, editorials, online, radio, TV, blogs, FB pages … all need content 8
4. Promote it. ...how are you going to be found?
What’s your CPA?
The West
Launch Day… Dec 19999
5 months later… May 2000
The West
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Business News
10 years … SOLD!15
What’s newsworthy?
- regular, local, quirky, parochial, pic
- treat journos like clients16
5. Keep innovating, keep pushing
- UX is all important these days - Users are critical (like clients) - usertesting.com
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6. It’s never the technology, … it’s the people
- hire + retain the best. That’s it.18
7. Keep networking
- there’s a fast growing start-up/tech sector in Perth
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Company brand, personal brand
- be the expert, blog, go on radio
- speaker, contributor, reference …
- e.g. Speaker Institutes, Media Stable
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8. SEO basics:
title tags, H1, alt tags…
SEM buy traffic – volume, 7c/click
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9 . Social media (SMO)
- talk to innovators/early adopters ~ Godin
- make it easy to spread ~ Gladwell- find influencers (use KLOUT)23
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Display Ads/online
- Facebook – boost posts, targetted ads- similar on LinkedIN, Youtube, Twitter- page take overs, ‘remarketing’
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Mix trad adv’g
… with social
… to make longer, lasting effect!
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10. Mobile. The new frontier.
- think mobile first – or lose - mobile site, web app, native app, browser app, wearable app…?
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Ultimately – it’s word of mouth
- have you seen an ad for Google?- a great experience is passed on- NPS scores (measures customer pride)29
What does not work
- forums, email blasts, spamming- ‘dark’ SEO tactics (blacklisted!)- affiliates, buying links and likes
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Marketing = the 3 i’s
Get the right informationto the right eyesat the right instant
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Example: Weird Al, 2014
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8 YT vids in 8 days => 1st #1 comedy album in 50 years
My latest challenge. Writ large!
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10 flearnings… #flearn
1. Startups easy, selling hard2. Build it, they won’t come3. Fall in love with clients’ problems4. Promote5. Innovate6. Hire/retain best people7. Network8. SEO9. SMO10.Think Mobile first
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@ chazgunningham /charliegunningham charliegunningham.com
My journey … / to be
continued
Charlie [email protected]
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