Download - Marketing Planning for Startups
April Dunford @aprildunford
Marketing Planning for Startups
Who am I and Why Should You Care?
5 Startups 4 exits Some Big Companies 9 Product Launches Currently: COO Tulip Retail @aprildunford
Speed is a Key Startup Strength
Because the Internet tell
us to
We like to focus on tactics and
tactical execution
We are Drowning in Tactical Advice
So “ultimate” that there are 16M of them!
My personal fav
The Cycle of Marketing Meh Marketing Fashion
Assessment
Choose Tactics
Execute Tactics
Measure Results
Drop Bad Tactics
Where you look at what everyone else is doing.
Fast, Stupid Marketing Can Kill You
How Do We Pick Better Tactics in the First Place?
The Exact Target Customer
Marketing Planning Inputs
The Offering (And the Value)
The Customer Buying Process
Tactical Plan Based on the Above
Target
Prospect
Unique Qualities
Pain Points
How They Learn
Where they
Gather
Prospect Knowledge
Product Offering
What do we Do?
Alternatives
Proof
What is our
Unique Value?
Product Offering
Understand The Buying Process
No Need Need Eval Buy Enjoy Re-new
Knowing the cost of not solving the problem
Knowing the Value of solving the problem
Knowing the value of your solution
Why purchase now?
Using and enjoy the offering
Knowing I can’t do without the offering
Current solution good enough
Value not compelling Risks too high
Not knowing how to evaluate Great but not for me
I might change my mind Too much $
Bad service, Bad user experience Not using
Decided there was no need Move to other solution
Accelerators
Friction points
Mapping Tactics To The Buying Process Buying Stage
No Need, Need Eval, Buy Enjoy, Refer, Renew
What Problem-Focused Content and Programs
Solution-Focused Content and Programs
Activation & Engagement-focused Content, Programs
Examples Problem-Focused Articles/blog posts, Industry data, trend reports, curated content
Solution-focused Articles/blog posts, webinars, events, case studies, ROI calculators, advertising
Support content, How to guides, Best practices guides Forums, User Conferences
Where Where prospects are Partly where they are, partly your turf
Mainly your turf
Purpose Entertain, Educate, Engage
Educate, differentiate, move to eval or sell
Experience value, create raving fans
Action Permission to “market”: likes, follows, newsletter/blog signups
Permission to “sell”: give contact info, trial sign-up, purchase
Renewals, Referrals
A Better Cycle Document
Inputs, Assumptions
Choose Tactics
Execute Tactics
Measure Results
Analyze and Check
Assumptions
Assumptions on: • Segmentation • Buying Process • Accelerators/���
Friction Points
Examples
Questions?
@aprildunford Slideshare.net/aprildunford Rocketwatcher.com Tulip.io