Startup Launch - Key Steps to Success

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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

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

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

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

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