my slides for leanconf webcast

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How to Get Your 1 st 100 Customers A Helpful Marketing™ webinar from Kevin Dewalt

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Page 1: My slides for LeanConf Webcast

How to Get Your 1st 100 Customers

A Helpful Marketing™ webinar from Kevin Dewalt

Page 2: My slides for LeanConf Webcast

FounderSoHelpful, 3 previous

Angel Investor Collabspot , Power Supply, Vericant, TBA

Mentor/Advisor 1,000s, mostly Lean Startup

Ruby Programmer

Former VC

kevindewalt.com@kevindewalt

Beijing, China

Page 3: My slides for LeanConf Webcast
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And more coming …

“…how quickly the iOS developer base is growing… now 9 million registered developers, which is up 47% from just last year.”

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Which leads to your problem

“However, the … growth has made it more difficult for newcomers to get noticed”

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Today it is easier than ever to …

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Build a product

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Distribute a product

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Scale rapidly & profitably

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Raise money

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So there is only 1 thing stopping you from building the next uber-awesome-super-duper-amazing-will-make-you-rich-and-famous-

company …

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Getting noticed

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Getting noticed

Email inbox overflowing

More apps than she can ever use

Constantly pitched on Social Media,Email.

SHE DOES NOT WANT ANYTHING NEW!

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Finding early customers is harder than ever

• To do your Customer Development• To try your product• To give you early revenue• To give your idea validation

Worst of all, most advice you read won’t work now.

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Good advice – but not specific

“Get out of the office”

“Do things that don’t scale”

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What I teach is … be HELPFUL

• Stop trying to get customers to notice YOU.• Invest in them 1-on-1.• Focus on helping them – with anything – to

build relationships.

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Like Gary

“Betting on the human side of the business works. Its how I’ve built my businesses”

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“But Kevin … I don’t know enough!”

Yes, you do.

Chiara CokiengAge 23Manila, Philippines

sohelpful.me/chiaracokieng

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Customers don’t care how much you know – only that you care about helping them solve their problems.

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“But Kevin … this doesn’t scale”

No, it doesn’t.Helping people 1-on-1 is a way to start.

Worry about scaling later.

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Enough talk. Let’s do it!

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Get your 1st 100 Customers

1. Go find customers. 2. Give them something helpful.3. Help them 1-on-1.

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Step 1 – Go find customers

Focus, focus, focus. Pick a niche.

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Focusing saves you time

My customer is ...

Horrible: Small businessesOk: Law officesBest: Partners of small law firms in Australia

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Use a persona

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But Kevin … my big vision …

Focusing to start does NOT sacrifice your big vision.

**As an investor … trust me … we understand**

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Now find them

LinkedIn, Google Groups, Conferences, Meetups, Twitter, Quora, Associations …

It takes time – weeks or months is typical.

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Get your 1st 100 Customers

1. Go find customers. ✔2. Give them something helpful.3. Help them 1-on-1.

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Step 2 – Give them something helpful

Congrats, you’ve found them!

Don’t pitchMake building relationships your #1 goal

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Give them something first

We call these “TRUST-BUILDING OFFERS”

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Examples

Write helpful blog post/white paperAnswer questions on Twitter/Quora/LinkedInHost a free workshop/webinarOrganize a Hangout/Meetup/ConferenceCreate a checklistOutline a time-saving workflow

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Does not have to be …

BrilliantOriginalBeautiful

**Just HELPFUL. Your goal is relationships**

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Get your 1st 100 Customers

1. Go find customers. ✔2. Give them something helpful. ✔3. Help them 1-on-1.

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Step 3 – Help them 1-on-1

Look for indications of interest:

Connect on LinkedInAnswer on TwitterTalk to you face-to-face

Offer to help them 1-on-1

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Just get them on the friggin’ phone

“A good web page converts at 4%. A good phone call converts at 80%”

Get them on a Skype/Hangout/phone call.

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Once on the call …

ListenAsk clarifying questionsOffer suggestions

Your goal is to make a new relationship

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Do Customer Development

Dig deeper into problems as customers discuss them.

Or even ask if you can do your Customer Development interview

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And ask for Testimonials

Free to them, hugely valuable for you.

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But Kevin … isn’t this working for FREE?

No. Don’t work for free.

A phone call, conversation, advice is about listening & relationship building.

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Get your 1st 100 Customers

1. Go find customers. ✔2. Give them something helpful. ✔3. Help them 1-on-1. ✔

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How long does this take?

Short answer…

Start noticing results after helping 10-15 customers.

After helping 100 you will almost definitely be in business.

Now the long answer …

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Wrap-up

Your customers are OVERWHELMED

Getting them to notice you is TOO HARD

Noticing them is an easier way to start

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Just be Helpful!

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Free resources

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Free Course

Get your 1st 100 Customers by being helpful

http://learn.helpfulcanvas.com

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Free Canvas

HelpfulCanvas.com

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Free summary blog post

kevindewalt.com/2014/08/03/get-your-first-100-customers-by-being-helpful/

@kevindewalt

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Other Resources

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Get Traction

http://tractionbook.com

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SoHelpful

Most effective way to get customers on a calltry.sohelpful.me