Marketing Do’s and Don’ts

For Early Stage Startups

By Aassia Haq

Presented to Collide Village AcceleratorAddison, TexasDec 12, 2014

5 Key Startup Marketing Questions

• Why do I exist? (Startup, not YOU!)

• Who is the customer I need to speak to? (if only I had the money, skills, connections?)

• Do I have a clear brand story? (Positioning and brand architecture)

• Is my market space competitive (or am I first-mover?) Trick question

• If my product/service went away who would care most? (other than me/my cofounders?)

1. Why Do I Exist? (Startup, Not YOU!)

• Don’t underestimate the cost of changing behavior (marketing continuum)

• Do start with functional benefits; persistently work to build awareness

• Don’t think customer feels the urgency you do for your product/service

• Do use video, testimonials, ratings and other trust tools that emulate face to face conversation to create agreement and behavior change

• Do personally evangelize & story-tell in social channels - CEO is best salesperson and can best answer - why does this exist?

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2. Who is the Customer I Need to Speak to (If Only I had Money, Skills, Connections?)

• Do find your most valuable customer - and spend more time on them

• Don’t try to attack multiple segments at once, each requires equal effort

• Don’t think or say your product is for everyone. (80/20 rule)

• Don’t forget to focus on partners/channels that touch your MVC - build a partner marketing plan and ensure partners can easily outreach to you

• Do personally evangelize & story-tell in social channels - CEO is best salesperson and can best answer - why does this exist?

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3. Do I have a Clear Brand Story? (Positioning, Architecture, Communication)

• Do team to create positioning statement, vision/mission (include MVC and VC/Angel in process)

• Don’t reinvent your message - be disciplined & consistent (esp you CEO!)

• Don’t be verbose - be straightforward + let MVC show & tell story of your brand

• Don’t forget UX/UI - your Web site/product embodies your brand, it’s not an afterthought and designers should be briefed on brand architecture

Template for a Positioning Statement

For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe).Read: http://www.brandeo.com/positioning%20statement OR http://www.pinterest.com/pin/460070918153266467/ (Listerine)

4. Is My Market Space Competitive? (Or Am I First Mover) - Trick question

• Don’t underestimate the cost & time needed to build awareness for a new segment (take bigger $ to quickly amp awareness if product ready for it)

• Don’t talk to your customer about being a first mover - they don’t care

• Do focus on positive (product benefit) not negative (how you are better than/different than XYZ competitor, since they trust that entity more)

• Don’t assume customers want to solve the pain point - the chaos in their life and prioritization is your biggest competitor

First Mover First Mover BurdenBurden

= = Category + Category +

Product Product InvestmentInvestment

First Mover First Mover BurdenBurden

= = Category + Category +

Product Product InvestmentInvestment

5. If My Product/Service Disappeared, Who Would Care Most? (Other Than

Me/CoFounders)?

• Do build a deep, trusted relationship with early adopters - listen hard

• Do reward MVCs, with recognition, prizes, conferences, Google hangouts

• Don’t be afraid to ask for money; everything in life ain’t free - price for profit or you won’t know if your product is sustainable

• Do wake up thinking about the first question “Why Do I Exist”

• Don’t forget to take care of your most important brand asset - YOU

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As Seen On The Wall Leaving @TreeHouseTX @CollideVillage Startups - It’s All About This: