23 March @ DEFY VENTURES WORKSHOP
DIY Marketing, Branding & Digital for Startups
• “Time is Money”: Describe your biz to customers < 30 secs - Maritza Reveron• “Your 1st Logo”: Get smart about logos, and get it done < 5 mins - Pebble• “Get your business online yourself in 60 mins” - Vijay R• “You can market your own Startup from $10/mth. Year round” - @SulinLau
Describe your product/ service to customers
in < 30 secs
Impossible?
Elevator Pitch
What can you do in 30
Showtime for your business
“So, Robin…what do you do?”• Your elevator pitch is:
–A short summary of your service, product, or company and how it adds value to customers
– A useful tool for communicating core information quickly
–A tool that will hopefully lead to a longer conversation with potential clients down the road
7 Tips for Developing Your EP• Have a goal• Know your audience• Focus on what you
actually do• Tell a brief story• Throw in a couple
numbers• Make sure you have a
hook (Value Prop)• Be conversational
Startup Logo in Under 5 mins
Impossible?
Thinking smart about startup logos These are the ONLY things you need to remember - listen up!
Web Presence in an hour
Building web presence in an hour for less than $100
Impossible?
Really? Just one hour?
Probably like 2 to 3 hours, but 1 hour sounds good for the title :)
Really? Just 100$?
Yes, Really !!
Let's get started
Total Cost so far : $0
Ingredients for a basic website
• Domain Name• Logo / Tag Line• Design• Content (Text)• Images and Videos• Contact Information
Domain NamePhysical Address:12345 King StreetBrooklynNew York
Online Address:http://www.joespizza.com
Where to buy a domain name?• Namecheap
• Gandi
• Name
• Go Daddy :(
Total so far
$11
Domain name tips• short
• easy to remember
• indicative of your business
• .com instead of .org, .net, .us etc
• Whoisguard subscription
Ways to build a website• Hire a agency
• Hire a freelancer
• Hire a high school kid
• Build an about.me page
• Do It Yourself, using website builders
Website builders
• About.me (good start, might not be enough)
• Weebly
• Wix
• Strikingly
• Squarespace
etc
Strategy?Get started with About.me - very quick and easy
BUT
Use weebly (or wix or squarespace) to build a multi page website
Tips for efficient design
• Decide number of pages
• Decide what goes into each page
• Make the pages short, simple and easy to read
• Write the outline of the website on paper before starting to build it
"Assembling" a website
Editing a weebly page
How much did we spend?For one year:
Domain Name - $11About.me - $0Weebly.com - 4.08 * 12 = ~49
Total : $60
Next Steps
• Poke around wix, weebly etc• Pick one• Buy a domain name• Make an "About.me" page• Make a complete website
Need help? We're here :)
Think about ...
• Email Marketing (Mailchimp, SendGrid etc)
• Tracking (Google Analytics etc)
• Social Media (Twitter, Facebook etc)
• Coupons (Groupon, Living Social etc)
• Memberships for your customers
Marketing Your Startup for Next to Nothing
Impossible?
....Which kind of entrepreneur are you?
the kind with more cash, less time/sweat
the kind with less cash, but more hustle
2009-2012
$57mil p.a. A&P budget
2009-2012
$57mil p.a. A&P budget
2013
$14.95 for4 months
(200 namecards)
How?
Paid + Owned + Earned
Paid + Owned + Earned
(Not “Free”, just paid for in Hustle & Heart)
(in $$ cash)
Big Company
Startup
0 25 50 75 100
Paid Owned Earned
Paid + Owned + Earned
Paid + Owned + Earned• Namecards (B/w @ $5)• Print Flyers $15• Location-specific biz: Small ads/classifieds• Very niche/specialized: Google Adwords $30-50/mth• Web $0-10 month
Paid + Owned + EarnedTHINK: What ‘Marketing + Media Assets’ do you already own?• Your own friends and family, and their connections• Your knowledge/expertise/experience in your head - just needs to be written down, documented • Website• Your physical space and/or location - walls, windows, counters, toilets• Your products (their packaging, receipts, bill statements, sizing tags, stickers)• Your happy customers• Your future employees • Your everyday comms: emails and letters and envelopes• Your vehicles (and your friends’ ad families’!)• You! (your apron, cap, notebook, wristband, even your famous catchphrases)
Paid + Owned + EarnedTHINK: Which areas can you out-sweat, out-perform others?• Video/Music - YouTube• Long-form Writing/Blogging • Short form Writing - Tweets, Tumblr• Pictures/Visual design/style - instagram, Pinterest• Humour/Comedy/Acting• Public Speaking• Proving logically/ proving efficacy• Networking/ Connecting in big rooms• Networking/ Connecting online• 121 persuasion/selling• Story-telling• Getting people to do favours for you• In-depth/specialist area knowledge and experience - slideshare• Local area/community contacts no one else has - googlegroups• Making customers say nice things about you - Youtube• .... or have friends that will gladly help you out for free
Basically, whatever it is you do well, make something
shareable and ask help to share it
e-flyers + piggyback media- free!
Piggyback media??I ASK people i meet to piggyback on their networks and connections and fans
• people who belong to large, relevant Google groups (invite me or post for me)
• Personal networks (write me an intro or allow me to say “Shana dressler recommended we speak”)
• Mailing lists/ Newsletters (help me blast this out)
• Association/Club Member lists (help me blast this out)
• Large facebook following >1000 (share this link or share this photo or share this blog)
• Twitter following >1000 (retweet me)
• Active Message or Bulletin boards (help me post or allow me to post)
• Events / Panels / Conferences / Meetups (let me plug, help introduce me to so and so)
• Board or Roundtable meetings (let me plug, help introduce me to so and so)
• Business Plan Competition (let me observe or judge)
• Those scheduled to speak to small biz financing (include 2 slides from me about Kiva Zip)
Invade events your customers are likely to attend.
Business Cards
so... based on a list our your business concepts....
Marketing for startups is only 1% cash, 9% luck, 90% sweat.
The more stuff you put out, the more people you ask to piggyback,
the more “sweat” you put into good content, the more attention you put into tagging content well.
....the luckier you will get.
If you’ve got questions:[email protected]
Thank You& Questions