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– Target customers
• Meet in person - where they live, work, play.
• Topic boards. Become authentic part of community.
• Survey the internet, your FB friends and your real friends.
• Track search trends.
• Track sentiment, contribute content, make friends.
• Twingly | Klear | hey.press | press.farm | Email Hunter
• App Store Category Manager – they think about your category more than you do.
– Competing products
• App Store reviews and discussions
• Beta groups and Facebook pages
• Community forums, help and support pages
– Failed products
• Take founder/PM to lunch. What really happened?
Shut up, stupid.
Make it rain!
All traffic on same day. Goal for mobile: Category Top 10.
• Performance Marketing – Facebook Mobile Ads
• App Store Feature
• Press/Blogger embargo lifted
• Light up the base – beta testers, landing page email addresses,
social networks, forums, refer-a-friend program.
• Affiliates & Deep Linking - Promo codes for paid products.
• Co-marketing & Bundles
• App Discovery Platforms
• Velvet rope triggers – scarcity driven demand
• Solicit and manage ratings
The Perfect Storm
More tools at Startup Stash
Word of Mouth
Video DollarShaveClub | Coin
Organic Growth Engines
U = Users
K = Viral Coefficient (How many new users each user brings)
P = Cycle Time (How long does it take a user to bring in new users)
You can calculate how many users you will have in time t given the
users in time 0.
Apr. 30, 2017
Apr. 24, 2017
Apr. 23, 2017
Apr. 23, 2017
Apr. 22, 2017
Product launch class at Stanford GSB with a focus on launching a mobile app.