5. Why marketing projects do not succeed?
Implementation of the plan is not enough.
Marketer does not operate in a vacuum.
We have to adapt.
http://www.flightglobal.com/airspace/media/apolloprogram/images/32423/diagram-of-apollo-11-route.jpg
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8. Reality
• Problem - what problem should we
choose?
• Solution - how to solve the problem?
• How and what to pay when you do not
know what is to be done?
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10. Case: PayPal
When Paypal figured that eBay was their
key distribution platform, they came up
with an ingenious plan to simulate
demand.
They created a bot that bought goods on
eBay and then, insisted on paying for it
using PayPal. Not only did sellers come to
know about the service, they rushed onto
it as it already seemed to be getting
popular. The fact that it was way better
than every other payment mechanism on
eBay only helped repeated usage.
https://medium.com/design-startups/9411fb583205
12. Growth engine
girlsname04@gmail.com
After posting four ads on craigslist in three weeks,
I received five identical emails from two young
ladies who are raving fans of AirBnB and spend
their days emailing craigslist advertisers.
http://davegooden.com/2011/05/how-airbnb-became-a-billion-dollar-company/
http://montana.craigslist.org/
https://www.airbnb.com/
13. Growth engine - Mint
• Landing page for each word associated
with financial
• Testing texts, the list of functions
• Collecting phone numbers
• Over 20 k records prior to the start
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
http://okdork.com/2008/06/03/startup-tips-how-i-grew-a-waiting-list-of-20000-at-mintcom-part-i/
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14. Mint – landing page
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
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15. Mint – landing page
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
15
16. Mint – landing page
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
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17. Dropbox
• Video MVP - increase signups in the beta
– from 5 000 to 75 000 in 24
hours!
• 100 000 users before
launch.
• Several million in 1.5 mo
from launch
– 35% of the reference
program
– 20% of the shared folders
and shared files
http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587
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22. Tim Ferris – how to create content
• Research
– Topics
– Opinions
– Bestseller lists
– Search phrases
• Writing a book
• Optimizing inside
supermarkets
http://www.fourhourworkweek.com/
23. How to (Really) Make $1,000,000 Selling E-Books
– Real-World Case Studies
http://www.fourhourworkweek.com/blog/2013/04/04/how-tomake-1000000-selling-e-books-tactics-and-case-studies/
24. How to Uncover
the engine of growth?
• "Learning" as the oldest excuse the lack of effects
• a new concept - validated learning - Model Lean
Startup