This is a presentation I gave to New Zealand entrepreneurs at the Startup Garage meetup in Wellington.
It covers 8 key themes that I've identified while building marketing and growth programs for startups, from defining marketing fundamentals and focusing on people first (vs. channels), to creating strong hypotheses and building retention via email automation.
The common thread among them all is the idea that marketing is a process, not a series of disjointed tactics.
I've codified much of this process through a series of frameworks, some of which I've yet to publish on my blog (http://www.cezary.co). They include:
1. Marketing Fundamentals Canvas
2. Moments & Places Framework
3. Traction Channel Framework
4. Marketing Funnel Framework
10. @ckp
#2
PHOTO SHARING APP FOR NEW MOMS
MOMENTS & PLACES
‘FIRSTS’
DOCTOR’S VISITS
EMAIL UPDATES TO FRIENDS
FAMILY VISITS
FEEDING TIME
EXAMPLE: PHOTO SHARING APP FOR NEW MOMS
11. @ckp
#2
EXAMPLE: INSIGHTS & CHANNELS
PHOTO SHARING APP FOR NEW MOMS
INSIGHTS & CHANNELS
INSIGHT: MOM SPENDS A LOT OF TIME AT HOME
CHANNEL: TV, DELIVERY SERVICE
INSIGHT: MOM GOES TO DOCTOR’S
CHANNEL: PEDIATRICIAN OFFICES
21. @ckp
#5
CUSTOMER OBJECTIONS
I DON'T REMEMBER WHAT X IS
I'M SKEPTICAL ABOUT X
I DON'T HAVE TIME TO DO X
I MISSED THE EMAILS SO WASN’T AWARE
I FEEL X IS TOO EXPENSIVE
I FEEL X IS TOO COMPLICATED
I'M LOOKING FOR SOCIAL PROOF
23. @ckp
#6
REFERRAL PROGRAM CHECKLIST
MAP OUT THE REFERRAL FUNNEL
BUILD AWARENESS
PERSONALIZE THE EXPERIENCE
AUTOMATE INVITATIONS / GMAIL OAUTH
USE THIRD-PARTY TOOLS
30. @ckp
SUMMARY
1. START WITH A STRONG FOUNDATION
2. PUT PEOPLE FIRST, CHANNELS SECOND
3. PRIORITIZE CHANNELS
4. MAKE RETENTION THE FOCUS OF YOUR BUSINESS
5. CREATE STRONG HYPOTHESES
6. CODIFY GOODWILL VIA REFERRALS
7. MAKE GROWTH A TEAM SPORT
8. WIN WITH PROCESS, NOT TACTICS