Smart Marketing for Early Stage Startups

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Smart Marketing for Early Stage Startups

Marketing & Global Community Dev

Advising & Mentorship

Early Stage Investments

@ligayayaangel.co/ligaya

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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

INVESTOR INTERESTS TractionEngagementFinances


COMMON ISSUES Founders overestimate market size, diminishing investor confidence

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


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


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

TOP DOWN:

SLICING THE MARKETConsumerGeographyDemography

EnterpriseVertical


Market Size

multiply:# of customers

average quantity price per unit

BOTTOM UP:

EXTRAPOLATING

TOP DOWN:

FRAMEWORK


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?

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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



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


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


STAGE ONE: INCEPTION

GOALSA workable product (MVP)Relationships with your users


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


Make your users feel valued.


INCEPTION

Textual

taglinevalue prop

vision+mission

Visual

logousability

aesthetics

Branding

Testimonials

experiencephoto

In Consumer Tech, Users Are the Brand


INCEPTION

CHECKLIST

Logo + Tagline Mission Statement Market Research User Guidelines Testimonials


INCEPTION

METRICS

Bounce rateRegistrationsConversionsApplause & Conversation

TOOLS

Google AnalyticsHootSuiteTweetDeckMoz


STAGE TWO: PPMF

GOALA product people love enough to evangelize



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


PPMF

CHECKLIST

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


PPMF

METRICS

Growth RegistrationsReferralsAmplification

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

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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

QUESTIONS?


Thank you for your attention.

Documents

Smart Marketing for Early Stage Startups