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Simplified Marketing techniques for Real Time Results for Start ups

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Unspun Consulting Group
Unspun Consulting Group

Simple marketing techniques for real-time results - Customer Segmentation, Branding Basics, PR and Community Engagement

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Simplified Marketing Techniques for Real Time Results - Dr. Som Singh
Session - 1 Introducing ACT
ACT Technique for Start-Ups Structure  to  organize     Framework  to  achieve  company’s  goals   Is  your  company  a  Vitamin  or  Painkiller?    
Understand  the  scope  of  your  undertaking   Test  assump=ons  quickly   Fine  tune  your  goals  quickly  and  repair  the  thinking   process   Purpose
Product  to   market  fit   assessment   Customer   segmenta=on   Compe=tor   Advantage   Mapping   Pricing   Length  of  sales   cycle   Return  on   investment  for   customer   Assumptions (A) Dropbox   Unamia   Fe=se   Mobstac   Freemium   Uber   Just   Dial   and   MeJl    
Prove  your  concept  (POC)   Complete  design  specifica=ons   Finish  a  prototype  &  Validate   Create  a  Joint  Development  Program  with   customers   Release  the  final  version     Checkpoints (C) Evernote  
•  Iden=fying  key  opinion  leaders  with  whom  you  need  to  build  a   rela=onship   •  Developing  your  company  pitch   •  Recrui=ng  prospects  for  product  tes=ng   •  Planning  a  lead  genera=on  campaign   •  Wri=ng  a  whitepaper  or  conference  presenta=on  to  support  your   thought  leadership  posi=oning   Tasks (T) Taxi  For   Sure  
ACT: How it works ? Tasks   Check   Points   Assump=ons   We  are  your  marke=ng  doctors,  we  help  diagnose  so  you  take  precau=ons   before  falling  sick!  
Session - 2 Customer Segmentation
Defining  a  target  audience  is  essen=al  before  developing  a   GTM  plan.     Your  products  and  services  may  appeal  to  a  lot  of  people,  but   that  doesn’t  mean  you  should  spend  your  =me  and  money   trying  to  reach  everyone.   Determining  an  audience  can  help  you  distribute  what   limited  resources  your  startup  has.   Customer Segmentation
Research  &  Techniques   Free  Research  Tools     Customer  Profile  –  Inden=fy  a  homogenous  set  of  customer  to   validate  the  opportunity   Accessibility  of  target  segment     Time  to  sales  cycle     Intensiveness  of  Compe==on   Marke=ng  Channels  Valida=on   Points we will cover Alexa,  Quick   Sprouts  
Session - 3 Branding Basics
Session 3 - Branding Basics Do’s   • What  is  the  DNA  of   your  brand   • Take  a  stand  on  what   is  more  important   Corporate  iden=ty  or   Product  or  both   • Market  them   accordingly   Don’ts   • Wait  for  the  big  thing   to  do  the  branding   • Keep  on  changing   the  iden=ty     • Mix  the  Product  &   Corporate  Iden=ty  
The  goal  of   this  session  is   to  aJach   oneself  to  an   iden=ty  one   resonates   with  and   build  the   brand  value   system   around  it.     As  an  Entreprenuer   As  a  Venture     As  a  technology     As  a  consumer     Branding Basics
Session - 4 PR and Community Engagement
Build  a  community     Be  a  part  of  the  club     Get  in  touch  (Talk  the  right  journalists)     Develop  Story  Angles     Iden=fy  Media  Venues   Session 4 – PR (pre-funding)
Some examples of start-ups that leveraged PR
Zomato Zomato  made  front  page  news  a`er  entering   the  Rs.  1,000  crore  start-­‐up  club     Founders  have  leveraged  both-­‐  social  media   pladorms  and  the  print  media  to   communicate  business  plans  and  goals     Good  PR  helped  Zomato  raise  awareness  and   aJract  funding!     The  duo  have  set  an  example  of  not  just   good  PR  skills  but  even  great  community   management  and  have  set  an  example  for   many  a  start-­‐ups      
The art of storytelling •  Varun  Agarwal’s  claim  to  fame  was  a  line   that  took  the  youth  by  storm-­‐  “Don’t   think!”   •  The  power  of  par=cipa=ng  in  forums  and   events  can  never  be  under  es=mated   •  The  key  to  success  here  is:  Talk  from  the   heart  and  make  sure  your  story  resonates   with  every  individual  sihng  there!   •  Great  PR  isn’t  first  page  news  anymore,   it  is  about  how  far  your  message  travels  
Start - Up Life TAKE  A  VACATION   “Really,  take  one.  When  you  leave  your  team  to   execute  on  their  own,  you’ll  see  where  all  the  holes  in   your  company  are,  and  then  you  can  work  on  patching   them.  You  should  be  able  to  leave  your  company  for  a   few  weeks  without  them  needing  you.”   Bhavin  Parikh  |  CEO,  Magoosh  Test  Prep,  @magoosh   DON’T  TRY  TO  BOIL  THE  OCEAN   ”  It’s  a  great  visual  analogy,  and  it  perfectly   encapsulates  a  major  challenge  for  any  startup   founder.  You’ve  got  to  take  the  challenge  on,  one  gulp   at  a  Cme.”   Brent  Beshore  |  Owner/CEO,  adventur.es,   @BrentBeshore   GET  BAREFOOT  IN  THE  PARK   “Think  about  it:  A  person  takes  off  his  shoes  when  he   gets  home  and  gets  comfortable,  which  is  the  exact   atmosphere  that  helps  early-­‐stage  startups  succeed.   Early  employees  need  to  feel  at  home  at  the  office,   and  they  need  to  bond  with  their  teammates  like   family.  Don’t  allow  shoes  at  the  office,  and  employees   will  stay  later  in  the  night  and  build  a  closer  bond  with   their  teammates.”    Jun  Loayza  |  President,  Ecommerce  Rules,   @JunLoayza   WORKING  OUT  WILL  SAVE  YOU  TIME   “I’ve  found  I’m  so  much  more  efficient  aEer  I  work  out   that  I  always  gain  producCve  Cme,  not  lose  it.  Seems   counter-­‐producCve  for  many,  but  my  startup  founder   friends  who  don’t  exercise  regularly  find  it  harder  to   stay  focused,  tougher  to  be  creaCve,  difficult  to   maintain  a  good  diet,  and  are  just  less  happy  in   general.”   Derek  Flanzraich  |  CEO  and  Founder,  GreaXst,   @greaXst  
Contact Us •  www.unspunmarke=ng.com     •  hJps://www.facebook.com/pages/Unspun-­‐Consul=ng/ 605009519556174     •  hJps://twiJer.com/Unspun3  
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Simplified Marketing techniques for Real Time Results for Start ups

  • 1. Simplified Marketing Techniques for Real Time Results - Dr. Som Singh
  • 3. ACT Technique for Start-Ups Structure  to  organize     Framework  to  achieve  company’s  goals   Is  your  company  a  Vitamin  or  Painkiller?    
  • 4. Understand  the  scope  of  your  undertaking   Test  assump=ons  quickly   Fine  tune  your  goals  quickly  and  repair  the  thinking   process   Purpose
  • 5. Product  to   market  fit   assessment   Customer   segmenta=on   Compe=tor   Advantage   Mapping   Pricing   Length  of  sales   cycle   Return  on   investment  for   customer   Assumptions (A) Dropbox   Unamia   Fe=se   Mobstac   Freemium   Uber   Just   Dial   and   MeJl    
  • 6. Prove  your  concept  (POC)   Complete  design  specifica=ons   Finish  a  prototype  &  Validate   Create  a  Joint  Development  Program  with   customers   Release  the  final  version     Checkpoints (C) Evernote  
  • 7. •  Iden=fying  key  opinion  leaders  with  whom  you  need  to  build  a   rela=onship   •  Developing  your  company  pitch   •  Recrui=ng  prospects  for  product  tes=ng   •  Planning  a  lead  genera=on  campaign   •  Wri=ng  a  whitepaper  or  conference  presenta=on  to  support  your   thought  leadership  posi=oning   Tasks (T) Taxi  For   Sure  
  • 8. ACT: How it works ? Tasks   Check   Points   Assump=ons   We  are  your  marke=ng  doctors,  we  help  diagnose  so  you  take  precau=ons   before  falling  sick!  
  • 10. Defining  a  target  audience  is  essen=al  before  developing  a   GTM  plan.     Your  products  and  services  may  appeal  to  a  lot  of  people,  but   that  doesn’t  mean  you  should  spend  your  =me  and  money   trying  to  reach  everyone.   Determining  an  audience  can  help  you  distribute  what   limited  resources  your  startup  has.   Customer Segmentation
  • 11. Research  &  Techniques   Free  Research  Tools     Customer  Profile  –  Inden=fy  a  homogenous  set  of  customer  to   validate  the  opportunity   Accessibility  of  target  segment     Time  to  sales  cycle     Intensiveness  of  Compe==on   Marke=ng  Channels  Valida=on   Points we will cover Alexa,  Quick   Sprouts  
  • 13. Session 3 - Branding Basics Do’s   • What  is  the  DNA  of   your  brand   • Take  a  stand  on  what   is  more  important   Corporate  iden=ty  or   Product  or  both   • Market  them   accordingly   Don’ts   • Wait  for  the  big  thing   to  do  the  branding   • Keep  on  changing   the  iden=ty     • Mix  the  Product  &   Corporate  Iden=ty  
  • 14. The  goal  of   this  session  is   to  aJach   oneself  to  an   iden=ty  one   resonates   with  and   build  the   brand  value   system   around  it.     As  an  Entreprenuer   As  a  Venture     As  a  technology     As  a  consumer     Branding Basics
  • 15. Session - 4 PR and Community Engagement
  • 16. Build  a  community     Be  a  part  of  the  club     Get  in  touch  (Talk  the  right  journalists)     Develop  Story  Angles     Iden=fy  Media  Venues   Session 4 – PR (pre-funding)
  • 17. Some examples of start-ups that leveraged PR
  • 18. Zomato Zomato  made  front  page  news  a`er  entering   the  Rs.  1,000  crore  start-­‐up  club     Founders  have  leveraged  both-­‐  social  media   pladorms  and  the  print  media  to   communicate  business  plans  and  goals     Good  PR  helped  Zomato  raise  awareness  and   aJract  funding!     The  duo  have  set  an  example  of  not  just   good  PR  skills  but  even  great  community   management  and  have  set  an  example  for   many  a  start-­‐ups      
  • 19. The art of storytelling •  Varun  Agarwal’s  claim  to  fame  was  a  line   that  took  the  youth  by  storm-­‐  “Don’t   think!”   •  The  power  of  par=cipa=ng  in  forums  and   events  can  never  be  under  es=mated   •  The  key  to  success  here  is:  Talk  from  the   heart  and  make  sure  your  story  resonates   with  every  individual  sihng  there!   •  Great  PR  isn’t  first  page  news  anymore,   it  is  about  how  far  your  message  travels  
  • 20. Start - Up Life TAKE  A  VACATION   “Really,  take  one.  When  you  leave  your  team  to   execute  on  their  own,  you’ll  see  where  all  the  holes  in   your  company  are,  and  then  you  can  work  on  patching   them.  You  should  be  able  to  leave  your  company  for  a   few  weeks  without  them  needing  you.”   Bhavin  Parikh  |  CEO,  Magoosh  Test  Prep,  @magoosh   DON’T  TRY  TO  BOIL  THE  OCEAN   ”  It’s  a  great  visual  analogy,  and  it  perfectly   encapsulates  a  major  challenge  for  any  startup   founder.  You’ve  got  to  take  the  challenge  on,  one  gulp   at  a  Cme.”   Brent  Beshore  |  Owner/CEO,  adventur.es,   @BrentBeshore   GET  BAREFOOT  IN  THE  PARK   “Think  about  it:  A  person  takes  off  his  shoes  when  he   gets  home  and  gets  comfortable,  which  is  the  exact   atmosphere  that  helps  early-­‐stage  startups  succeed.   Early  employees  need  to  feel  at  home  at  the  office,   and  they  need  to  bond  with  their  teammates  like   family.  Don’t  allow  shoes  at  the  office,  and  employees   will  stay  later  in  the  night  and  build  a  closer  bond  with   their  teammates.”    Jun  Loayza  |  President,  Ecommerce  Rules,   @JunLoayza   WORKING  OUT  WILL  SAVE  YOU  TIME   “I’ve  found  I’m  so  much  more  efficient  aEer  I  work  out   that  I  always  gain  producCve  Cme,  not  lose  it.  Seems   counter-­‐producCve  for  many,  but  my  startup  founder   friends  who  don’t  exercise  regularly  find  it  harder  to   stay  focused,  tougher  to  be  creaCve,  difficult  to   maintain  a  good  diet,  and  are  just  less  happy  in   general.”   Derek  Flanzraich  |  CEO  and  Founder,  GreaXst,   @greaXst  
  • 21. Contact Us •  www.unspunmarke=ng.com     •  hJps://www.facebook.com/pages/Unspun-­‐Consul=ng/ 605009519556174     •  hJps://twiJer.com/Unspun3