Startup Marketing key concepts and Growth Hacking approaches. Relationship to marketing and viral growth.

1. vvv
Growth Hacking + Marketing
May 28 2013
@wmougayar
#GrowthHackTO
wmougayar@gmail.com

2. vvv
Topics
• Full stack of marketing
• The Product/Market fit
• Market Positioning
• Marketing Warfare
• Marketing your customers and letting them market you
• Linking growth hacking to marketing
• What did we at Engagio
• Q&A – Town hall style 7:40pm.

3. vvv
Growth is the most important
thing for a startup.
 If you don’t grow, you won’t exist.
May 2013 (C) William Mougayar www.startupmanagement.com

4. vvv
Hacking…the tough part is
figuring out organic growth.
May 2013 (C) William Mougayar www.startupmanagement.com

5. vvv
Growth Hacking is . . .
① Analytics
② Marketing
③ Product
④ User Experience
 User Growth
 Revenue
Growth

Engagement GrowthMay 2013 (C) William Mougayar www.startupmanagement.com 6

6. vvv
Hacking your Growth is a
temporary thing…hopefully.

7. vvv
Marketing is a Mix of Activities

8. vvv
Marketing in Motion
Segmentation
Pricing
Advertising
Branding
Distribution
Product
Positioning
Research
Communications
Events
Email marketing for
Outbound
Interruption advertising
Direct-mail
Demand generation
Customer marketing
Account-based marketing
Gamification
SEO/SEM
Social
Customer Advocacy
Inbound/Content
Analytics/Growth Hacks
Mobile
Video
Virality
Real-time
Native
Traditional
Table stakes
Fading
Digital
© 2013 William Mougayar May 2013 (C) William Mougayar www.startupmanagement.com

9. vvv
Positioning: The Battle for your
Mind
“It’s the first company to build the mental
position that has the upper hand, not the
first company to make the product. IBM
didn’t invent the computer; Sperry-Rand did.
But IBM was the first to build the computer
position in the prospect’s mind.”
- Al Ries & Jack Trout
10

10. vvv
Positioning starts with your
product, but it is not what you
do to a product.
 Positioning is what you do
to the mind of the prospect.
May 2013 (C) William Mougayar www.startupmanagement.com 11

11. vvv
Some rules for Positioning
1. Be First
2. Blogging is communicating
3. Understand the meaning of words
4. What will you sacrifice?
5. Position for defensability
6. Dissociate your company from your product
7. If you’re not #1, try to be the first to occupy #2
8. Don’t forget the less viral physical world
May 2013 (C) William Mougayar www.startupmanagement.com 12

12. vvv
“You must create a position in
the prospect’s mind that takes
into consideration not only your
strengths and weaknesses, but
also those of your competitors
as well.”
May 2013 (C) William Mougayar www.startupmanagement.com 13
-- Al Ries & Jack Trout, Positioning: The Battle for your Mind

13. 14

14. 15

15. vvv
Marketing Warfare
-- Al Ries & Jack Trout, Marketing Warfare

16. vvv
4 Marketing Approaches
OffensiveDefensive
FlankingGuerilla
17

17. vvv
Marketing your Customers
• Telling stories about what they are doing with
your product
• Letting them tell their own stories
• Uncover how your product has transformed
them, not how they are using it, e.g. Google,
Prius.
See book “Who do you want your customers to become” by
Michael Schrage
May 2013 (C) William Mougayar www.startupmanagement.com 18

18. vvv
Marketing and Growth
MVP +
Iterations
Growth
Hyper-Growth
Leadership
Ecosystem
# employees
Market your position
# users
Figure out your virality
Enrich your value
Nurture your partners
Product
Company
Market
focus
focus
focus
Variables
Post
Pre
© 2013 William Mougayar
Product/Market Fit
Revenues
May 2013 (C) William Mougayar www.startupmanagement.com

19. vvv
Growth Hacking Evolution
• Operationalize what works
• Email is also a growth marketing tool
• Retention and re-engagement are growth related
• Blow some metric
• Don’t think Analytics…Think Actionable Analytics
• Data Analysts in big co’s – take longer to get decisions approved, can’t trial
and error too much
• Reporting is for stable businesses that have known growth characteristics.
You want to model the velocity and dynamism of your business as a startup.
• Growth hacking will not help a product that sucks
May 2013 (C) William Mougayar www.startupmanagement.com 20

20. vvv
Discussion
• Is Growth Hacking part of Marketing, linked to
Marketing or parallel to Marketing?
• Does Growth Hacking end when you have
figured out Product/Market fit?
• Anything I said that you didn’t agree with, or that
we should be discussing further?
May 2013 (C) William Mougayar www.startupmanagement.com 21

21. vvv
Thank you
William Mougayar
@wmougayar
wmougayar@gmail.com
www.wmougayar.com
Startup Management:
www.startupmanagement.com
May 2013 (C) William Mougayar www.startupmanagement.com