Lead generation for online startups. Julia Guzman, Vadim Nareyko

LEAD GENERATION FOR ONLINE STARTUPS

VADIM NAREYKO JULIA GUZMAN

INTRODUCTIONSTART LINE

GOALUNDERSTAND HOW TO DEVELOP MARKETING EXECUTION PLAN

“Target” by Hitchster (Creative Commons license 2.0)

GOAL

DESCRIPTION

For startups and marketing managers who struggle to pave their way to successful lead generation.

The “Lead generation for online startups” is a practical 4-hour session that improve marketing skills of its participants.

Unlike local business schools our program is free of charge for participants and focuses on practicing rather than on a theory.

HOW WE WORK TODAY

RULES AND INFORMATION

▸ Bi-lingual

▸ Everybody is involved

▸ Be positive and collect feedback

▸ Cellphones in silent mode

▸ Ask questions

“Girls rule” by Steven Johnson (Creative Commons license 2.0)

TODAY’S PLAN

SCHEDULE

9:30 10:00 Registration

10:00 10:15 Introduction

10:15 10:45 Teams & Goals

10:45 11:25 Target Audience

11:25 12:00 Action Plan

12:00 12:15 Coffee break

12:15 12:30 Action Plan Categories

12:30 13:30 Execution Plan

13:30 14:00 Q & A’s

14:00 14:30 Closing

“Brunch Menu” by Basheer Tome (Creative Commons license 2.0)

WHO ARE THE EXPERTS?

VADIM NAREYKO

▸ 25+ years in IT

▸ 15+ years in management

▸ Founder of Management Masters School

▸ CxO

▸ 2015 Mentor of the year, BY

▸ https://www.facebook.com/vadim.nareyko

▸ https://www.linkedin.com/in/nareyko

WHO ARE THE EXPERTS?

JULIA GUZMAN

▸ 15 years in IT

▸ C-level executive in Marketing and Business Development

▸ Founder of “JAM rules”

▸ Co-founder of “Project-movement”

▸ https://www.facebook.com/julia.guzman.92

▸ https://www.linkedin.com/in/juliaguzman

INTRODUCTION

MANAGEMENT MASTERS SCHOOL + TECHMINSK

▸ Management Masters School

▸ Monthly practical sessions

▸ Soft and hard managerial skills

▸ Free of charge

▸ http://mms.academy

▸ https://www.facebook.com/ManagementMasters/

▸ TechMinsk

▸ A 4 week program is a combination of educational, mentoring and networking tools. 80% of all courses are taught in English

▸ http://techminsk.com

▸ https://www.facebook.com/techminsk

TEAMS & GOALSWHO ARE THERE?

TEAM 1

RESTATUS

Готового ничего, кроме презы для ивентов, нету, на всякий случай вот она - http://www.slideshare.net/stannytape/restatuscom

Проблема,  которую мы решаем - это как пользователю получить действительно интересный (виральный) контент по нужной ему тематике без цензуры и редакционного отбора.

Что сейчас есть : сделан MVP, который собирает контент (контент вообще, а не только из персональных подписок пользователя) из социальных сетей (фэйсбук, твиттер, на подходе гугл-плюс и ютюб), анализирует его, рубрицирует, сортирует, основываясь на социальных сигналах, и формирует ленту по заданной тематике.

Конкуренты: любые новостные агрегаторы, но косвенно, т.к. источником контента у нас является социальные медиа, а не RSS, UGC, редакции и прочее. Также у нас есть "социальное подтверждение" качества контента. И собственно на Рестатусе не только новости как таковые, а любой контент на ту или иную тематику.

Трэкшен: поскольку мы пока отлаживаем алгоритмы на тестовых пользователях, то о трэкшене говорить рано, хотя человек 10 каждый день пользуются ))

Над чем работаем: активно занимаемся алгоритмами персонализации, которые значительно улучшают категоризацию контента и делают рубрикатор более "человечным", с одной стороны, и позволяют пользователю видеть не просто популярное, а прям то, что лично ему будет интересно, с другой стороны. Это как такой качественный шаг, который позволит выставить проект на всеобщее обозрение, не стесняясь за качество контента,  и начать собирать аудиторию.

Бизнес модель : рекламная. Руки чешутся, конечно, влезть в б2б и продавать аналитику соц.сетей, но тут уж очень много сильных конкурентов. Да и изначально задумывалось все как проект для людей, а не саас для бизнеса, и пока мы придерживаемся этого плана.

TEAM 2

AIWEESH

An online gift management platform to help people have their best gift sharing experience by gathering all their family members and close friends wish lists at one place, for all the personal events, and providing them with the choice of wishes from a variety of real stores of all sorts. At one single place, you are able to track and manage all the activities dealing with family and friends birthdays and other celebrations, such as discovering their exact wishes, ordering the chosen gift, creating your own wish lists, managing your coming events and keeping up all the coming family and friends celebrations. In addition to these essential part, aiWeesh offers several pleasant, entertaining and charitable functions.

TEAM 3

ALTA

A personal financial assistant - a service where you can ask questions and get advice, recommendations and best offers on bank’s products. For example, a user asks “How to save money?” Alta will ask how much the user can save per month and calculate the best offer on deposits. Also, it gives a contact or a link to the bank's website to fill out the application immediately. The technology can handle text and voice requests in natural language, take human’s intents and entities from messages. It can also ask a human for needed facts and generate the right answer from database

TEAM 4

BOOKERA

A service that allows to detect video objects and edit them: replace, remove and add new ones in video and streams, edit backgrounds, objects and faces. Represented by an online service, desktop, tablet and mobile applications. Allows users to facilitate video editing automatically online, without any special skills and experience. A user can change the same object in the film just replacing it one time on the first frame online without downloading special tools. It’s free for short videos. You pay for video size

TEAM 5

EINSTENIUM

A distance learning project that provides users with a complete analog to traditional education institutions. It offers a multifunctional SAAS- solution for universities and their students. Einsteinium gives an opportunity to upload courses and materials of all popular formats, structuring them according to the educational program , to upload homework/ tests of every kind and to control the progress of each student by holding tet-a-tet conversations between lecturer and student and a lot of other options

TEAM 6

SKILLSTREET

A mobile app to facilitate offline barter of Skills and knowledge.

STAGE: Working prototype. Launched in January 2016 - 700 users in Mumbai, revenue model - to connect product companies to users.

TEAM 7

STARTUPON

An online pre-accelerator platform for startups and businesses

TEAM 8

TREND.BY

Offline project that designs and manufacturers unique luggage and packaging solutions

PROJECT SHORT DESCRIPTION

ELEVATOR TEST

▸ for (target customer)

▸ who (statement of need or opportunity)

▸ the (product name) is a (product category)

▸ that (key benefit, compelling reason to buy)

▸ unlike (primary competitive alternative)

▸ our product (statement of primary differentiation)

Geoffrey Moore's “Crossing the Chasm”

ELEVATOR TEST

EXAMPLE

For startups and marketing managers who struggle to pave their way to successful lead generation.

The “Lead generation for online startups” is a practical 4-hour session that improve marketing skills of its participants.

Unlike local business schools our program is free of charge for participants and focuses on practicing rather than on a theory.

“Aram design prototype collection” by Ged Carroll (Creative Commons license 2.0)

GOALS COLLECTIONS - STEP 1

TEAMS

▸ Take sheets

▸ Write down project name and marketing goals

▸ Write down elevator pitch

▸ Post it on the wall

▸ 10 minutes

“Working” by Franklin Hunting (Creative Commons license 2.0)

GOALS COLLECTION - STEP 2

PERSONAL TASK

▸ Green note - I’m potential customer and I like to buy [feature]

▸ Red note - I’m a potential customer and I won’t by because [reason]

▸ Yellow note - I like you project and may help you today in [role]. My contacts are [contacts]

You can use any number of notes

You have to use at least one yellow note

10 minutes

“pile of postits” by Ian Collins (Creative Commons license 2.0)

RESULTS

ELEVATOR TEST

HOW TO SCALE ELEVATOR TEST

▸ Describe services or products in the company you are working for

▸ Demonstration

MARKETING GOALSHOW AND WHAT TO SET UP?

TEAM’S GAOLS

GOALS REVIEW

▸ What’s common?

▸ Are they truly marketing goals?

▸ What’s missing?

▸ Timeframe?

▸ Measurable?

MARKETING GOALS

COMPANY PHASES

▸ Pre-Seed & Seed

▸ Idea

▸ Prototype

▸ MVP

▸ Revenue Generation

▸ Rapid Growth

▸ Market Leader

COMPANY PHASES

IDEA

▸ Business Goals?

▸ Prototype

▸ Marketing goals?

▸ Market research

MARKETING GOALS

MARKET RESEARCH

▸ Market Volume (Market Share)

▸ Competitors

▸ Target Audience

“research wordcloud” by Pierre Poulain (Creative Commons license 2.0)

TARGET AUDIENCE EXAMPLES & REVIEW

COMPANY PHASES

PROTOTYPE

▸ Business Goals?

▸ Verify technological capabilities

▸ Acquire financing

▸ Marketing goals?

▸ Marketing business plan (3+ years)

▸ Beta-testing lead generation

Who is looking for Beta-testers at the moment?

MARKETING GOALS

USERS FOR BETA-TESTING

▸ Buyers persona

▸ Paid or Free?

▸ Facebook groups

▸ OOH advertisement

▸ Events & Networking

▸ Presence in web and social media

“Beta” by GotCredit (Creative Commons license 2.0)

COMPANY PHASES

MVP & REVENUE GENERATION

▸ Business Goals?

▸ Revenue generation

▸ Acquire financing

▸ Marketing goals?

▸ Marketing action plan

ACTION PLAN EXAMPLE

ACTION PLAN TEAMWORK

TEAMS

▸ Take sheets

▸ Redefine or Confirm your marketing goals

▸ Create Action Plan in your teams

▸ 15 minutes

“Working” by Franklin Hunting (Creative Commons license 2.0)

RESULTS

WHAT’S NEXT?

ACTION PLAN EXECUTION

ACTION PLAN CATEGORIES

Lead Generation PR & Social Media

Housekeeping Personell

MARKETING TOOLS

LEAD GENERATION

▸ CRM

▸ A/B Testing

▸ Process Automation

▸ Email marketing services

MARKETING TOOLS

PR & SOCIAL MEDIA

▸ Publishing tools

▸ Social network tools (FB advertisement, LinkedIn Sales Navigator, …)

▸ Distribution networks

▸ Social networks

MARKETING TOOLS

HOUSEKEEPING

▸ CMS (Wordpress, Drupal, …)

▸ Survey services (SurveyMonkey)

▸ Support service

MARKETING TOOLS

PERSONELL

▸ Hiring

▸ Training

▸ Retaining

EXECUTION PLANLET’S DO

Week of

Lead Generation

PR & Social Media Housekeeping Personell

EXECUTION PLAN EXAMPLE

Week of

Lead Generation

PR & Social Media Housekeeping Personell

Feb 22

Feb 29

March 7

March 14 ‣ Active SM accounts

‣ Define preferred SM ‣ Create accounts ‣ Define required

resources

‣ Designer is found and start working

‣ SM editorial preparation

‣ Design is ready ‣ Accounts unified ‣ Select tool for SM

publishing ‣ Approve budget for SM

tool ‣ SM editorial is ready

‣ Set up of SM Tool according to editorial

‣ Job requirements are ready

‣ Start looking for designer

‣ Post vacancy on TUT.by‣ Define clear tasks for

designer

EXECUTION PLAN TEAMWORK

TEAMS

▸ In 30 minutes

▸ Create Execution Plan

▸ In 15 minutes:

▸ Find a team with a finalised execution plan and present your plans one to another

▸ Collect feedback from the other team

“Working” by Franklin Hunting (Creative Commons license 2.0)

RESULTS

Q & AUNCLOSED QUESTIONS

FINISH LINEBUT IT’S JUST A BEGINNING OF SOMETHING NEW

CLOSING

SUMMARY

▸ Elevator test

▸ Marketing Goals

▸ Company Phases

▸ Market Research

▸ Target Audience

▸ Beta-testing lead generation

▸ Action Plan

▸ Action Plan Categories

▸ Execution Plan

FEEDBACK

IF YOU HAVE AN APPLE AND I HAVE AN APPLE AND WE EXCHANGE APPLES THEN YOU AND I WILL STILL EACH HAVE ONE APPLE. BUT IF YOU HAVE AN IDEA AND I HAVE AN IDEA AND WE EXCHANGE THESE IDEAS, THEN EACH OF US WILL HAVE TWO IDEAS.

George Bernard Shaw

WHAT JUST HAPPENED HERE?

THANK YOU

Julia Guzman Vadim Nareyko

HOW TO CONTACT US?

CONTACT US

▸ Linkedin

▸ https://www.linkedin.com/in/nareyko

▸ https://www.linkedin.com/in/juliaguzman

▸ Facebook

▸ https://www.facebook.com/vadim.nareyko

▸ https://www.facebook.com/julia.guzman.92

▸ https://www.facebook.com/ManagementMasters/

▸ Slideshare

▸ http://www.slideshare.net/nareyko