Startup Essentials: Marketing & Culture by Far Reach
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Transcript of Startup Essentials: Marketing & Culture by Far Reach
Startup Essentials:Marketing & Culture
Megan HornKate Washut
Let’s Start This Thing Right
Tweet. Now.
#Iowaconf@meganhorn @kwashut
• The basics• Audience profiles• Budgeting• Planning• Online presence• Web strategy• Getting help
Marketing Your Startup
The Basics• Business name• Awesome logo– Don’t stop at “looks cool”
• Colors, fonts– Be consistent
• Stationery– It still matters
Audience Profiles• Create 2-5 audience profiles• Make them as complete
as possible– Give them names
• Define:– Demographics– Behaviors
Planning• There are infinite tactics• Put together a strategy• Get help if you need it• Base it on research…• With a pinch of intuition• Be flexible
Budgeting• Align with strategy and goals• Understand costs• Categorize tactics by importance– Needs, Wants, Nice to haves
• Set a minimum and max based on– Expected revenue– Industry standards– Available funds
Website Strategy• Have one or get
one• What are your
goals?• Mobile? – Yes
• Your website is your first impression
Getting Professional Help• You can’t always do it all• Costs vs. saving time/redundancies• Where can you benefit from a pro?–Writing– Design– Online
• You get what you pay for
To Review• Cover the basics• Plan and budget• Get on the web• Find assistance• Get yourself out there!
And Now
Culture
Culture• What is it?• Why should you care?• Core Values - Getting started• Challenges• What does success look like?• It's a journey• Questions?
Culture is…
…the attitudes, belief sets, values, written ground rules, and unwritten ground rules that set the tone of the organization.
Why should you care?• If you don’t define your culture, it will
define you• It will help you attract the right
clients• You’ll create a shared sense of
purpose• It will help you attract better, higher
performing employees
Why should you care? (cont.)• You’ll do better, more meaningful
work• It provides a framework for decision-
making• It can have a significant positive
impact on financial performance
Core Values - Getting Started1. Commit to it2. Collect core values from key team
members (or everyone, if you're a small team)
3. Combine/de-duplicate 4. Test your commitment– Double-check: Are you willing to
hire/fire people & clients based on core values?
Getting Started (cont.)5. Share and get feedback from whole
company (if you haven’t already)6. Combine/de-dupe again (if
necessary)7. Roll out to entire company8. Integrate the core values into
everything you do
Our Core Values
Challenges• Getting total buy-in• Setting expectations/modeling
behavior• Consistency• Not everyone will be a good fit• Making the tough decisions
What does success look like?• Making decisions is easier• Team members hold each other
accountable• People are happier and actually look
forward to coming to work• People are more productive &
creative
What does success look like? (cont)• You’re known throughout the
community/ industry for your awesome culture
• Client relationships are healthy• Financials are healthy
It’s a journeyDefining and integrating your culture
into your business is a process that will likely take years.
The key is commitment.
The results will be worth it.
About Far Reach• Based in Cedar Falls, Iowa• Started at the UNI business incubator• 16 full-time employees• We do:– Software development–Web development– Internet marketing–Mobile development
Questions?Megan HornMarketing SpecialistFar Reach
@meganhorn
Kate WashutPartnerFar Reach
@kwashut