Start-up SeriesPa r t 4 : Fi r s t C u s t o m e r t o S c a l e

Dustin Cederholm

Digital Conversion Manger, Fluid

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

@DustinCederholm @GetFluid

Taylor Bench

Director, Economic Development, TVC

Spencer Walker

Software Development Center, TVC

Spencer creates business opportunities from University-derived software. Prior to working at the University of Utah he built a successful business brokerage firm and closed over $3M in the first 12 months. Spencer volunteers his time as a city planning commissioner, economic development committee member, and self-reliance guru. He earned B.S. and MBA degrees from the University of Utah.

Taylor manages vetting, de-risking, and business model development for over 150 new inventions each year. He was a micro-cap fund Sr. Associate at BayHill Capital and raised over $26 million for clients as a New York investment banker. Taylor built an early stage, seed investment program of $750K per year. He holds a B.S. degree in Electronics Engineering from BYU and an MBA from the University of Utah.

@GetFluid

#FluidWebinarSeries

@TechComOff

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4-Part Series Outline

Pa r t 1 : Suc ceed w i th t he Lea n Mode l

Pa r t 2 : Fro m Conc ep t t o P roduc t

Pa r t 3 : Fro m Produc t t o Fi r s t Cus t omer

Pa r t 4 : Fro m Fi r s t Cus to mer t o Sc a l e

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Why we’re doing this-A n d w h y y o u s h o u l d s t i c k a r o u n d .

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Discussion topics:Recognizable TVC companies that are at scale

Case StudyAv a n S c i B i o

Visual 2

Wait for it…

Visual 2

Team

Discussion topics:

Visual 4

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Wait for it…

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Bridging Sales and Marketing

F l u id t a l k s how t o go f ro m cus to mer #1 to s c a l e .

First Customer

First Customer

• Ex per i ence• On-s i t e• Off-s i t e

• Cus t omer Se rv i ce• Produc t / Se r v i c e ex per i ence• Cro ss - se l l i ng and up - se l l i ng• Cen te r o f I nfl uenc e ( CO I )• Rev i ew

• User genera ted• Corp . gene ra t ed

• Nur tu re

First Customer

Placeholder

Remember Your Funnel

Test, Test, Test

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Marketing Maturity Scale

Return On Ad Spend

ROAS

Performance Based Marketing

Performance-based advertising, also known as Pay for performance advertising is a form of advertising in which the purchaser pays only when there are measurable results. Performance-based advertising is becoming more common with the spread of electronic media, notably the Internet, where it is possible to measure user actions resulting from advertisement.

• Affiliate marketing

• Programmatic advertising

• Influencers

• Referral program

Fluid Case Study

Pluralsight Storyboard

• Affiliate marketing

• Programmatic advertising

• Influencers

• Referral program

Pluralsight Storyboard

IN SUMMARY• Connect your departments and find

transparency between them• Walk through your own process. Can you

find any hiccups? Let others do it as well• There is no one solution for all• Right people, right tools, right process

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Resources

• Fluid webinars, whitepapers, and business intelligence assets • http://getfluid.com/resources/

• Fluid blog: Get beginner, intermediate, and expert articles to improve your marketing and stay up to date with the latest marketing trends• http://getfluid.com/blog/

• TVC Grants Page: The SBIR/STTR programs provide over $2.3 billion annually in grants and contracts to small businesses and start-up companies for the development of new products and services.• http://tvc.utah.edu/tco/sbir.php

• TVC Software Development Center: The Software Development Center has worked on a wide range of projects from professional industrial algorithms, university medical tools and student intern directed applications.• http://tvc.utah.edu/sdc2/index.php

THANK YOU

@GetFluid

#FluidWebinarSeries@TechComOff

Questions?