This document discusses entrepreneurial marketing strategies for startups. It begins with marketing basics and frameworks. It then covers pre-launch strategies like defining a target market, developing a positioning and value proposition, and choosing a go-to-market strategy. At launch, the document recommends building a simple marketing plan and choosing from common startup marketing programs like search engine marketing, public relations, content marketing and social media. It concludes with scaling strategies like hiring a CMO, building a marketing team and focusing on sales enablement and ROI.
5. What is Marketing?
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at large.
American Marketing Association
Oct 2007
19. Positioning Questions
• What are your two dimensions?
• Do they matter to your target customer?
• Can you own this?
20. Value Proposition/
Unique Selling proposition
• Simple statement of value for your target
• Think elevator pitch
• Avoid
– Jargon
– Big words
– Extraneous adjectives
21. Go to Market Strategy
• Direct vs. indirect?
• Questions:
– What’s in it for them?
– If you can’t sell it yourself, can someone else?
– How much margin do you need to give up?
• Big companies love to talk with startups…
• Getting them to cut a check is another story
24. Tagline and logo
• Are overrated at early stages
• Get something good enough
• You will likely update both
25. “We need some buzz…”
• Marketing is hard work… not magic …
• You want
– Awareness in your target market
– Prospective customers
– Closed deals
• Buzz is a distraction
34. Pro’s and cons
Pro’s
• Can go viral
• Users do marketing for you
• People like you
• Need a way to monetize
• Product takes a lot of work
Con’s
• Might not go viral
• Lots of people don’t buy
• Third world leads
• Activation rates
• Data quality
• Still have to get people to
your site
48. Series A or B: Turning the Crank
•
•
•
•
•
•
•
•
You know your target
Hire a CMO
Brand consultant
Build a marketing team
Go big or go home
Sales enablement
CRM
ROI
49. Where to learn more...
•
Online resources
–
Mashable.com
–
Techcrunch.com
–
Marketingprofs.com
–
MPDailyfix.com
–
Copyblogger.com
50. Stay tangy my friends…
Frank Days
VP, Marketing, Correlsense
LinkedIn.com/tangyslice
fmdays@tangyslice.com