איך משווקים סטארטאפ

How to Build your Startup Marketing

Hayut YogevCEO

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שיווק הוא מאבק על תפיסה במוח של הלקוח

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מטרת כל עסק: להשיא את הערך לבעלי המניות

Marketing has clear rules to follow

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The 5 Tools of Startup Marketing

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Marketing

1. Market Mapping

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1. Learning the product and company

2. Defining the relevant fields

3. Monitoring the market

3 steps for mapping the market

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The Challenge

Innovative Technology

1. Say goodbye to subjective points of view.

2. Don’t ask customers if they’ll use the product or what they need

3. Don’t adopt the same plan as the startup next door

4. Understand what you really have to offer

5. Monitor customer behavior

6. Find the opportunities

7. Identify the barriers

Market Mapping

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2. Laying the Market Strategy Foundations

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What is a Market Strategy?

A process that can allow an organization to concentrate its limited resources on the greatest

opportunities to increase sales and achieve a sustainable competitive advantage

(Wikipedia)

A “Market Strategy” arms startups with the applicable tools

and valuable knowledge they need to become market leaders.

The 4 Core Dilemmas*

*Source: Gaia Model

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What do we do?

The Product

The 4 Core Dilemmas

*source: Gaia Model

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What Market Category should we play in?2

The 4 Core Dilemmas

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Who are our

Main and secondary

Customers?3

The 4 Core Dilemmas

Roger’s Adoption Curve

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What is our

Value Proposition?

*source: Gaia Model

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The 4 Core Dilemmas

What do we do?

The Product

What is our

Value Proposition?

What market

Category are

we playing in?

Who are our

Main and secondary

Customers?

The 4 Core Dilemmas

*source: Gaia Model23

3. Plan, Prepare and Consolidate your startup’s marketing communications

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“By failing to prepare, you are preparing to fail.” 

―  Benjamin Franklin

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להגדיר מטרות ויעדים

לזהות איפה נמצא הלקוח )כל אחד מקהלי היעד אותם הגדרנו

כפוטנציאלים(

להחליט על הערוצים וכלי התקשורת השיווקית

לתכנן את הקמפיינים והנושאים הרלוונטיים ללקוחות

למצוא את הספקים הרלוונטיים

להכין את החומרים להשקה \ פעילות המתוכננת

פגישת התנעה

Building the Marketing Activities plan

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פרסום און ליין

ניוזלטר

Gift card

PR

בלוגיםמגזינים

אינטרנטיים לעיצוב

Designers

Webinars

מיילרים

כנסAdobe MAX

Marketing activities

תמיכה במכירות

Social

1st week 2nd week 3rd week 4th week

Marketing Material /Website

Finalize product doc.New intro ppt for OperatorsNew intro ppt for partners New intro ppt forMediaUpdate one pager

Partners:Two-pagerNew website designMarketing Requirements Document

Partners: New post Whitepaper - capabilities Gather Journalists kit materials

Newsletter Newsletter:1) One PR2) One blog post

Towards Annual conference1) inviting customers and partners 2) inviting Analysts and journalistsContents: 2* Blog stories 1* Partner release

Exhibitions Annual market show kickoff- Find Giveaway - Show brochure- Consider potential partners for a mutual event at the show

Desgin and arrangments of Stand Generation of meetings with Customers of both type, partners & AgentsActivation of agents for meeting generation Activation of PR for meeting generation with Journalists & AnalystsGiveaways

Update on websitePresentores MeetingShow invitationsShow Business cards' design

Lead generation Find 2 potential content preparation partners in Europe

Lead Research in UK

Map Prospective Operators in 1 target markets in Europe.

Find 7 app developers for OperatorsBuy leads name list.

Contact 2 Operators in 2 target markets in Europe Find and contact 2 content providers

Social networks

Minimun 15 tweets per month:1) Articles2) Exhibitions3) Features4) Every PR5) Check out the news

Share a blog post on LinkedIn and start a discussionEffectivness questionable Start retweeting

Share a blog post on LinkedInUtilize Linked In for lead research Comment on 3 OTT related tweets/discussions

Share a blog post on LinkedInStart Discussions:1)2)

PRNew product PR

Looking for more ideas for releases towards the showdiscuss timing in light of newsletter, PR to contact 3 market leaders from list every month

TBD with PR TBD with PR

Blog

Customer Case studyPosts, a case study from PRGoals:Company one post per monthPR - one posts and one case studies per month

Operator's case study (PR) Company Post Guest post

Content preparation (?) Company PostCase study Guest Post

Company post - Companion devices guest post

Competative analysis Research websitesResrach WP

Compare offerings - differentiating factor

Marketing Monthly activities plan

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4. Ready, Go! Marketing Implementation

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1. Execute the plan as scheduled

2. Make sure everything works as planed

3. Get involved! talk with your sales. Talk with your Collaborations. Talk with your target customers.

4. Measure the results.

Implementing the Marketing plan

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http://www.youtube.com/watch?v=-QFa3Kkl1tk

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 Tvinci winning “Best TV Everywhere /Multi-Screen Service” at the CSI Awards 2013 at IBC

5. Always keep one step ahead…

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1. Be creative

2. Read. Learn. Follow.

3. Be aware to new marketing trends

4. Be innovative

Always keep one step ahead

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הכלים ליצירת פריצת הדרך בשיווק 5סטארטאפ

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מיפוי השוקבנית יסודות אסטרטגית השוקתכנון הפעילות השיווקיתיישום ומדידהחדשנות שיווקית

Marketing

Thank You

Email: [email protected]

Website: www.gaia-vsm.com

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