Getting Noticed

Marcelo Calbucci

@calbucci | marcelo@calbucci.com

Founder Institute 2010

“The three things that will make your startup fail are [industry] indifference, [market] noise and [customer] inertia.”-Marcelo Calbucci

http://www.seattle20.com/blog/The-3-Things-That-Will-Make-Your-Startup-to-Fail.aspx

Fight Indifference & Noise

Why should I care? How’s this different?

Different Answers

Why should I care?&

How’s this different?

ProspectsCustomersCandidatesEmployeesInvestorsPartners

Press

PARTNERS

INVESTORS

PROSPECTS

EMPLOYEES

CANDIDATES

CUSTOMERS

PRESS

YOUR STORY

PR is all puffery"...I just didn’t see the point of PR. ...just focus on the product, just focus on the metrics and doing what’s right for users, and ... the story will tell itself.

-Greg Tseng, CEO of Tagged

…I don’t like to brag, and a lot of PR just seemed like puffery to me!...basically, every part of the business affects every other part. When you have good PR, it makes it easier to hire, which translates into building better products to get more users, to make more money, which then will get you more PR, let you hire more people, and so on and so forth..."

http://mixergy.com/greg-tseng-tagged-interview/

Maslow’s Pyramid of Needs

http://en.wikipedia.org/wiki/Maslow%27s_Pyramid

PressAwesome World-Changing

Patent-PendingRevolutionary Product

Great Story

My readers will read itand share!

5-Step Getting Noticed Strategy

1. SHOW UP

2. LISTEN

3. CONTRIBUTE

4. YOUR STORY IS ALIVE

5. BE PROACTIVE

Getting Noticed Tactics1. Build a social media

presence (Facebook, Twitter, Blog, Tumblr, LinkedIn, Google+)

2. Build two email list: insiders & outsiders and send monthly updates

3. Share, Re-Share and participate

4. Go to events5. Do send Press Releases

over the wire6. Experiment w/ cheap

advertising7. Build relationship w/

press & influencers8. Don’t forget ‘old world’:

direct mail, print ads, bus ads, radio, etc.

9. Give talks!10. Launch a ‘fun’ side-

product11. Figure what works for you,

but do something!

Recommend Reading

• Purple Cow by Seth Godin• Zag by Marty Neumeier• Made to Stick by Chip

Heath & Dan Heath• Different by Youngme

Moon

Thank you!

@calbuccimarcelo@calbucci.com

everymove.org