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Shane Bliemaster
The hardest part of building a startup
• Vice President of marketing at Nutshell - www.nutshell.com
• PayDirt - dashboard.getpaydirt.com
• YesViideo- www.yesvideo.com
Raven Media Labs - www.ravenmedialabs.com
• Director at MoviePass www.moviepass.com
• Director at Peanut Labs www.peanutlabs .com
Who am i?
@bliemaster
What you shouldn’t do
What is the hardest thing about building a startup?
Growth
What to do before launch
What I’ll be talking about todayHow to successfully build a marketing plan for your startup that is scalable and repeatable.
What to do after launch
Tools to use
Goal for today
To leave you with techniques and tools that will make it easier to grow your business
per user
CAC2010-2016
0
52.5
105
157.5
210
262.5
2010 2011 2012 2013 2014 2015 2016
Advertising spend per user
Cost to acquire a new user has doubled since 2010
Reasons• competition• old tactics
How can you find ways tobring this down.
before launch
You’re gonna need some tools
ANALYTICS - Identify drop-off points best performing channels and under-performing pages
QUALITATIVE INSIGHTS - Figure out why things are happening
A/B TESTING - Find the best customer facing variations to optimize conversion
marketing Tool kit
OptimizelyCrazyEgg
KISSMetrics
SurveyMonkey
Geckoboard
Qualaroo
TESTING
ANALYTICS
QUALITATIVE
Google Analytics
RJ Metrics
OUTREACHMailchimp Mandrill
Create
marketing
page
What to do
Test ad
channels
research
competition
research
your
market
Build your
social
channels
Market researchGather more data
survey potentials
Marketresearch
Price testing
Google Research Surveys
SurveyMonkey
• pricing • product interest• demographic testing
Demo and product response
survey potentials
Marketresearch
Google Research Surveys
SurveyMonkey• pricing • product interest• demographic testing
65.6% would commit to a year
survey potentials
Marketresearch
Google Research Surveys
SurveyMonkey
• pricing • product interest• demographic testing
The younger the user, the more willing to help
Landing pagesGenerate some buzz
generate buzz
LandingPages
• Always capture email• Referral program
OptimizelyWordpress
• capture emails• track your clicks• a/b test copy• a/b test design• live chat with traffic• platform to test ads
collect data
optimizelyOptimizely
• a/b test copy• a/b test images• a/b test calls to
action
Integrates with Crazyegg
crazyegg
• where are the clicks?
• are people scrolling?
• difference in your a/b
tests
push some traffic
Adwordsfacebook
linkedintwitter
test ad channels
Keyword tool
test ads (ctr, keywords, etc)Cheap ads
Would you…
ContentBuild presence
Test traffic to landing page
Start capturing email addresses by pushing traffic
ContentBuild presenceTest traffic to lp
research your industryFind out what makes competitors successful
ideas and tools
research competition
Banner ads
MoatWhatrunswhere
Retargeting platformsQuora
Growthhackers
retargeting quora growthhackers
launch
for growth
growth
steps HAVE A PLAN
EXPERIMENT WITH ALL GROWTH LEVERS
UNDERSTAND WHAT’S DRIVING GROWTH
HEAVY FOCUS ON PRODUCT OPTIMIZATION
Test
Begin your rollout
optimizePlan track
HAVE A PLAN
launching
have a plan
TRACK AND MEASURE
EVERYTHING
INVITE ROLLOUTMAILCHIMP, URL BUILDER
www.nutshell.com/?utm_source=mailchimp&utm_medium=email&utm_campaign=discount20
TEST AND TRACK LANDING PAGESOPTIMIZELY, CRAZYEGG, GA
TALK TO YOUR CUSTOMERSQUALAROO, SURVEYMONKEY
TRACK USER BEHAVIORKISSMETRICS, MIXPANEL,
ELANCE/ODESK
REFERRAL PROGRAMREFERRAL SAASQUATCH OR IN-HOUSE
Test and track
everything
Experiment
growthlevers
BE AWARE OF WHAT IS
WORKING FOR OTHER
COMPANIES
AFFILIATE ADVERTISINGSHAREASALE, COMMISSION JUNCTION
MOBILE DOWNLOADSFACEBOOK, FLURRY
RETARGETINGADROLL, FACEBOOK, ADWORDS
YOUTUBE PARTERNSHIPSIN-HOUSE AFFILIATE PROGRAM
SOCIAL MEDIAFACEBOOK, TWITTER, LINKEDIN, TUMBLR
CONTENTBUZZSUMO, CONTENTLY,
REFERRAL PROGRAMS
REFERRAL SAASQUATCH
GROWTH HACKSON-BOARDING, INVITE, REFERRAL
growth hackingIt's the idea that an entrepreneur can take a clever or non-traditional approach to
increasing thegrowth rate/adoption of his or her product by "hacking" something together specifically
for growthpurposes.
What do these companies have in common?
examples
growth hacking
MoviePass• 115k likes
• 25k email addresses
Robinhood
Mailbox• Acquired for 100mm
DRIVE DOWN CAC
Key takeaways
TEST EVERYTHING
GET CREATIVE
USE AVAILABLE TOOLS
layering channels
Acquisition stacking
0
100
200
300
400
500
April May June July Aug Sept Oct Nov Dec Jan Feb Mar
TitleiOS Adwords Affiliates All
FIND GROWTH CHANNELS THAT WORK AND STACK
NUTSHELLiOS, Adwords
Measure ROI of each channel
Sean Ellis - Growthhackers.com
Growth hacking is a marketing technique
developed by technology startups which
uses creativity, analytical thinking, and social
metrics to sell products and gain exposure. It
can be seen as part of the onlinemarketing ecosystem, as in many
casesgrowth hackers are simply good at
usingtechniques such as search engine
optimization, website analytics, content
marketing andA/B testing which are already
mainstream.
Growth HackingMarc Andreesen– Netscape
, Andreesen Horowitz
Steve Blank
Being in a good market with a product that
can satisfy that market.” Many peopleinterpret product/market fit as creating
aMinimum Viable Product that
addresses andsolves a problem or need that exists.
Product market fit
Startup Marketing Disciplines/books
Eric Ries - The Lean Startup
Ries' overall claim is that if startups invest
their time into iteratively building products or
services to meet the needs of earlycustomers, they can reduce the
market risksand sidestep the need for large
amounts ofinitial project funding and expensive
productlaunches and failures.
The Lean Startup
