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Startup Launch - Key Steps to Success

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Sean Ellis
Sean Ellis

Based on the process used to launch several successful startups including two that have gone on to file for NASDAQ IPOs (Uproar in 2000 and LogMeIn in 2008 - pending). Recent companies implementing the methodology have included Dropbox (runner up for best startup in 2008 at the Crunchies), Xobni and Eventbrite. Ideally it is implemented in a company’s first six months of customer engagement, but it can often be used to boost results at any stage.

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Startup Marketing Using Metrics Driven Customer Development to Reach Your Startup’s Full Potential Sean Ellis Principal at 12in6 Startup Launch Accelerator Email: sean@12in6.com Blog: Startup-Marketing.com
First six months of customer engagement most critical for reaching your full potential Blog: Startup-Marketing.com
[object Object],[object Object],[object Object],[object Object],Typical execution first six months Blog: Startup-Marketing.com
[object Object],[object Object],[object Object],[object Object],Typical Results Blog: Startup-Marketing.com
80% of typical startup launch efforts are a waste of time and money 80/20 Rule Applies Blog: Startup-Marketing.com
12in6 Methodology Concentrate effort & resources into 20% that matters, when it matters Blog: Startup-Marketing.com
[object Object],[object Object],[object Object],12in6 Methodology Results Blog: Startup-Marketing.com
12in6 Methodology: The Sequence 1 ) Survey Driven Discovery 3) Experiment driven Growth 2) Metrics Driven Iteration 12in6 Methodology builds momentum Blog: Startup-Marketing.com
12in6 Methodology: The Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus on actionable metrics that drive decisions to improve results Blog: Startup-Marketing.com
Evolving Over Several Startups… … and continues to evolve Blog: Startup-Marketing.com Startup When My Role Description Stage Uproar 1996 - 2001 VP Marketing Worldwide Leader Online Games ’00 -’01 NASDAQ IPO in 2000, Acquired by Vivendi Universal LogMeIn 2003 - 2008 VP Marketing 50M active installs for remote access Filed for NASDAQ IPO in Jan 2008 (pending) Xobni Jan 2008 - Current VP Marketing Interim, Advisor Leader Email Contact Profiles VC (A) – Khosla Ventures, FRC Eventbrite Aug 2008 – Feb 2009 Acceleration program Event Ticketing Platform VC (A) – European Founders’ Fund Dropbox Sep 2008 - Current Launch program Cloud/PC/Mac file/folder Sync VC (A) - Sequoia
Survey Driven Discovery Attract the right users who are passionate about your solution Blog: Startup-Marketing.com
Survey Driven Discovery Your passionate users hold the keys to unleashing massive customer adoption * The Four Steps to the Epiphany by Steven Blank recommended for early customer development. Blog: Startup-Marketing.com Why do they love it? Need/Problem? Messaging that gets more “must have” users? Which users say: “Must Have”?
Metrics Driven Iteration Reduce barriers, streamline experience, maximize average revenue per visitor Blog: Startup-Marketing.com
Metrics Driven Iteration X% X% Iterate flow to eliminate barriers that prevent gratification and transactions Blog: Startup-Marketing.com
Experiment Driven Growth Discover scalable, profitable customer acquisition channels Blog: Startup-Marketing.com
Develop Free Channels First ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Blog: Startup-Marketing.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Then Test Paid Channels ,[object Object],[object Object],Blog: Startup-Marketing.com
Budget For Profitable Growth ,[object Object],[object Object],[object Object],[object Object],With the 12in6 Methodology you should always invest for a positive ROI – but payback period changes by strategy. Blog: Startup-Marketing.com
Need More Help? ,[object Object],[object Object],What is 12in6? 12in6 uses a metrics driven approach to help startups gain customer traction and build long-term momentum. The name represents the objective of achieving twelve months of customer development progress in only six months of execution. Sean Ellis Email: sean@12in6.com Blog: Startup-Marketing.com Learn More About 12in6

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Startup Launch - Key Steps to Success

  • 1. Startup Marketing Using Metrics Driven Customer Development to Reach Your Startup’s Full Potential Sean Ellis Principal at 12in6 Startup Launch Accelerator Email: sean@12in6.com Blog: Startup-Marketing.com
  • 2. First six months of customer engagement most critical for reaching your full potential Blog: Startup-Marketing.com
  • 3.
  • 4.
  • 5. 80% of typical startup launch efforts are a waste of time and money 80/20 Rule Applies Blog: Startup-Marketing.com
  • 6. 12in6 Methodology Concentrate effort & resources into 20% that matters, when it matters Blog: Startup-Marketing.com
  • 7.
  • 8. 12in6 Methodology: The Sequence 1 ) Survey Driven Discovery 3) Experiment driven Growth 2) Metrics Driven Iteration 12in6 Methodology builds momentum Blog: Startup-Marketing.com
  • 9.
  • 10. Evolving Over Several Startups… … and continues to evolve Blog: Startup-Marketing.com Startup When My Role Description Stage Uproar 1996 - 2001 VP Marketing Worldwide Leader Online Games ’00 -’01 NASDAQ IPO in 2000, Acquired by Vivendi Universal LogMeIn 2003 - 2008 VP Marketing 50M active installs for remote access Filed for NASDAQ IPO in Jan 2008 (pending) Xobni Jan 2008 - Current VP Marketing Interim, Advisor Leader Email Contact Profiles VC (A) – Khosla Ventures, FRC Eventbrite Aug 2008 – Feb 2009 Acceleration program Event Ticketing Platform VC (A) – European Founders’ Fund Dropbox Sep 2008 - Current Launch program Cloud/PC/Mac file/folder Sync VC (A) - Sequoia
  • 11. Survey Driven Discovery Attract the right users who are passionate about your solution Blog: Startup-Marketing.com
  • 12. Survey Driven Discovery Your passionate users hold the keys to unleashing massive customer adoption * The Four Steps to the Epiphany by Steven Blank recommended for early customer development. Blog: Startup-Marketing.com Why do they love it? Need/Problem? Messaging that gets more “must have” users? Which users say: “Must Have”?
  • 13. Metrics Driven Iteration Reduce barriers, streamline experience, maximize average revenue per visitor Blog: Startup-Marketing.com
  • 14. Metrics Driven Iteration X% X% Iterate flow to eliminate barriers that prevent gratification and transactions Blog: Startup-Marketing.com
  • 15. Experiment Driven Growth Discover scalable, profitable customer acquisition channels Blog: Startup-Marketing.com
  • 16.
  • 17.
  • 18.
  • 19.