A lecture from the course "Entrepreneurship" at the Goethe University in Frankfurt am Main, Germany. The lecture covers how to get customers for your company, which marketing channels you should choose and how to use behavioral science to get ahead.

1. grow
How to
&traction
Gain

2. DO ASK
QUESTIONS
?
???
?
?
?

3. WHO
AMI?

4. Erik
Bernskiöld

5. Consultant
Entrepreneur
&
Businessman
Digital Strategist
Speaker
Economist

6. A global full-service boutique digital agency

7. Advisor
Goethe Unibator
Frankfurt am Main

8. grow
How to
&traction
Gain

9. Marketing
This is “just”

10. Traction
What is
?

11. The startup
Customer Problem

12. “Almost every failed startup
has a product. What failed
startups don’t have are
enough customers.”
– Traction Book

13. money…
Focus on the

14. valUation
…and not just

15. “Spend 50% of your time
on the product and 50%
of your time on traction"
– Traction Book

16. Growth
Why?

17. Growing
when to start
?

18. scalable
when you have a
business model

19. Always
You will
want to grow*

20. LARGE
Small
Medium
ENTERPRISE

21. How do I
Get customers?

22. “It just happened…”

23. purchase
how Do we decide to
?

24. PREDICTIBLY IRRATIONAL
By Dan Ariely
BOOK TIP!

25. Combination of
Trust & Desire

26. VALUE
Loyal
Customers
Side
note
on trust

27. Case
LUFTHANSA– A story from this morning –

28. Two Marketing
Strategies

29. Scalable unScalable

30. 19Traction
channels

31. TRACTION:
How Any Startup Can Achieve
Explosive Customer Growth
BOOK TIP!

32. Viral Marketing
PR
Unconventional PR
Search Marketing
Social & Display Ads
Offline Advertising
SEO
Content Marketing
Email Marketing
Engineering Marketing
Targeting Blogs
Business Development
Sales
Affiliate programs
Existing Platforms
Trade Shows
Offline Events
Speaking
Community Building
Unconventional PR

33. Viral Marketing
PR
Unconventional PR
Search Marketing
Social & Display Ads
Offline Advertising
SEO
Content Marketing
Email Marketing
Engineering Marketing
Targeting Blogs
Business Development
Sales
Affiliate programs
Existing Platforms
Trade Shows
Offline Events
Speaking
Community Building
Unconventional PR

34. viral marketing

35. Customer brings customer
brings customer brings
customer brings customer
brings customer brings
customer brings customer

36. User finds or starts
using your product
User tells their
friends about it, or
invites them
New users begin
using your product

37. k = i * c
K-Factor
Growth rate
number of invites sent by
each customer
percent conversion
of each invite

38. k < 1
K-Factor
no viral growth at all!
k = 1 each user brings another new user
k > 1 exponential viral growth

39. What companies
can you think of?

40. Case
Hotmail

41. Case
Dropbox

42. Case
Facebook

43. Advertising

44. Online Offline

45. The Secrets to
Advertising
Success

46. Having a brand

47. Selling a “simple”
product

48. Case
Volkswagen

50. Case
Volkswagen

51. Case
Apple

52. Case
Bernskiold Media(Yes, indeed! My own business)

53. Public relations

54. why
PRSucceeds

55. Is not advertising
1

56. Builds brand
2

57. Builds Trust
3

58. 3P’s of PR
Storytelling

59. Product
What is your product/service and
what does it do?
Purpose
What is your company’s “reason
for being”?
Passion
Use an enthusiastic, authentic
tone when telling your story.
3P’s of PR
Storytelling

60. Case
#Icebucketchallenge

61. Case
RYANAIR

62. Case
NORWEGIAN

63. Content marketing

64. Shows expertise

65. Builds
trust & Brand

66. The Secret to
Content marketing
Success

67. Relevant content

68. Case
Buffer

69. Case
Callaway Golf

70. Case
Bernskiold Media

71. SEO & SEM

72. Is essentially just
advertising

73. …but
highly
targeted

74. Be there
when users
actively request
to find you!

75. Case
BETSSON

76. Case
Bernskiold Media

77. Email Marketing

78. When Asked for:
Highly effective

79. Automated email &
Lead Nurturing

80. Case
HUBSPOT

81. Case
Bernskiold Media

82. Sales

83. High-CosT / Enterprise

84. Lead Generation
Lead Qualification
Deal Closing
The
Sales
Pr0cess

85. Case
IBM

86. Case
Bernskiold Media

87. LEAN ANALYTICS

88. IDEAS
PRODUCT
MEASUREMEASURE
DATA
MEASUREBUILD
MEASURELEARN

89. LEAN ANALYTICS
USE Data to build a better
startup faster
BOOK TIP!

90. Lean
Marketing
Method
Choice MODEL

91. Brainstorm
Rank
Prioritize
Test
Focus

92. BULLSEYE
Framework

94. Summarized

95. Case Time

96. 1. Pick a case.
2. Discuss with your peers
which traction channels you
would choose and why.
3. Be ready to present it to
the class.

97. 1. Food Delivery
You are the founders of a
new startup, “JetztEssen”
who delivers food from
any restaurant in the city
to customers’ home or
workplace.
2. E-Commerce
You and your friends are
very passionate about
coffee. Thus, you’ve
decided to open up an
online store for coffee
and accessories for other
coffee enthusiasts.

98. Viral Marketing
PR
Unconventional PR
Search Marketing
Social & Display Ads
Offline Advertising
SEO
Content Marketing
Speaking
Email Marketing
Engineering Marketing
Targeting Blogs
Business Development
Sales
Affiliate Programs
Existing Platforms
Trade Shows
Offline Events
Community Building

99. So… What say you?

100. Contact me
erik@bernskioldmedia.com
www.erikbernskiold.com
@ErikBernskiold
facebook.com/bernskiolderik

101. INSIGHTS
Monthly newsletter
on digital strategy.
ACADEMY
Weekly articles on business,
marketing, development and digital.
COURSES Online & offline full courses.
www.bernskioldmedia.com

102. grow
How to
&traction
Gain