serving a global market from your garage - by sangeet paul choudary #pncamp, pune
Post on 17-Oct-2014
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Serving a Global Market from your Garage
Sangeet Paul Choudary
SOURCE: PLATFORM THINKING
A few examples
Startups can be lonely celebrations
A startup... is an obscure entity with
the potential for non-linear growth
SOURCE: PLATFORM THINKING
Getting growth right
PR Bumps + Viral Engine
SOURCE: PLATFORM THINKING
Rule 1: Think of the Journalist as a
CustomerThey’re interested in a good story, not in you.
Counterintuitive worksHARO?
SOURCE: PLATFORM THINKING
Rule 2: Twitter is the new backstage pass
Sneak into their conversations with interesting nuggets
SOURCE: PLATFORM THINKING
Rule 3: Recursive PR
Understand the PR Food Chain and feed the Plankton!Who reads Who!
SOURCE: PLATFORM THINKING
Rule 4: Catch the Newbie
The busier and more secure a person, the less he needs you!
SOURCE: PLATFORM THINKING
Rule 5: Sister Concerns
Same brands but lower editorial constraints
SOURCE: PLATFORM THINKING
Rule 6: Contributor Networks
You don’t need to be the editor’s friend!
SOURCE: PLATFORM THINKING
Rule 7: Be the Page One Celebrity
Own your Google SERP
SOURCE: PLATFORM THINKING
Rule 8: Hack the Hackers: Reddit and HN
Secure a contributor post
Build a voting ring
SOURCE: PLATFORM THINKING
Rule 9: User-generated PR
Users using your product in unusual ways, make the best stories
SOURCE: PLATFORM THINKING
Rule 10: Straight from the horse’s mouth
No one will tell your stories unless you do
SOURCE: PLATFORM THINKING
Go from product-first to audience-first while telling stories!
SOURCE: PLATFORM THINKING
In summary...
Think of the stories you’ll tell
Knock on the easy gates - get social proof - knock on the hard ones
Break into conversations and show them something new
SOURCE: PLATFORM THINKING
Not quite!
Build the product
Slap on an invite loop
World domination
We think of growth divorced from product experienceSOURCE: PLATFORM THINKING
Lazy execution brings in lazy users
DailyMotion Digg The GuardianWashington Post
SOURCE: PLATFORM THINKING
That Sneezing
Guy
DropletsAir
How Diseases Spread
TARGET
SOURCE: PLATFORM THINKING
Sender Motivations
Seeds
External Network
How Products Spread
Recipient Motivations
SOURCE: PLATFORM THINKING
(A survey)(A deal)
(A product listing)
(Q/A)
(A lesson)
(A slideshow)(A project)
(A folder)
Viral Seeds
SOURCE: PLATFORM THINKING
Ingredient 2: External Network
SOURCE: PLATFORM THINKING
User-generated growth leverages a network where users are already connected
SOURCE: PLATFORM THINKING
Blogosphere
Contact list integration
Social networks with explicit relationships
Networks with implicit relationships Networks of exchange
Choose the right
network
Add value to the network
Be First-to-network
SOURCE: PLATFORM THINKING
AirBnB onCraigsList
Relevant Activity
SOURCE: PLATFORM THINKING
LinkedIn onOutLook
Relevant Connections
SOURCE: PLATFORM THINKING
Etsy onPinterest
Relevant Format
SOURCE: PLATFORM THINKING
Ingredient 3: Sender Motivations
SOURCE: PLATFORM THINKING
FUN FORTUNEFAME
+
Doesn’t distract user from product usage
Why Users Spread The Word?
Self-expression
Self-promotion
InorganicIncentives> >
SOURCE: PLATFORM THINKING
MOTIVATION Show the world how creative I
am
YouTube,Instagram
Tell the world about your creationsVIRAL
ACTION
SOURCE: PLATFORM THINKING
MOTIVATIONGather support
for my cause
KickStarter, Change.Org
Tell the world about your
causeVIRAL ACTION
SOURCE: PLATFORM THINKING
MOTIVATION
SurveyMonkeySkillShare
Get others to take some
action
Reach out to inform them
about the actionVIRAL ACTION
SOURCE: PLATFORM THINKING
Ingredient 4: Recipient Motivations
SOURCE: PLATFORM THINKING
CALL TO ACTION
Clear CTA at the end of
Pitch
P.S. I love you. Get your free email at Hotmail
SOURCE: PLATFORM THINKING
HACKS ARE BORN TO DIE...
TRUE DESIGN ENDURES!
SOURCE: PLATFORM THINKING
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