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Startup Marketing

Learn the 12in6 Methodology to accelerate customer development and optimize growth for startups. Discover actionable metrics, experimentation, and strategic budgeting for profitable growth. Get expert guidance to reach your full potential!

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Startup Marketing

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  1. Startup Marketing Using Metrics Driven Customer Development to Reach Your Startup’s Full Potential Sean Ellis Principal at 12in6 Startup Launch Accelerator Email:sean@12in6.com Blog: Startup-Marketing.com

  2. First six months of customer engagement most critical for reaching your full potential Blog: Startup-Marketing.com

  3. Typical execution first six months • Prepare for big launch • Work like crazy for awareness • Build customer acquisition channels • Target 1 million users by Jan 1 Blog: Startup-Marketing.com

  4. Missed targets • High burn • VP Marketing turnover • Reduced potential Typical Results Blog: Startup-Marketing.com

  5. 80/20 Rule Applies 80% of typical startup launch efforts are a waste of time and money Blog: Startup-Marketing.com

  6. 12in6 Methodology Concentrate effort & resources into 20% that matters, when it matters Blog: Startup-Marketing.com

  7. Reduced burn during discovery and optimization • Accelerated customer development (12 months in 6) • Improved tactical results between 2X & 10X in 6 months 12in6 Methodology Results Blog: Startup-Marketing.com

  8. 12in6 Methodology: The Sequence 1) Survey Driven Discovery 2) Metrics Driven Iteration 3) Experiment driven Growth 12in6 Methodology builds momentum Blog: Startup-Marketing.com

  9. 12in6 Methodology: The Metrics Focus on actionable metrics that drive decisions to improve results • Potential Acquisition Metrics • User acquisition sources • Campaign ROI management • Allowable acquisition costs • Potential Transaction Metrics • Average revenue per user • Average transaction size • Transactions per customer • Months per subscriber • Potential Conversion Metrics • Visit-to-registration rate • (Or visit to download rate) • Trial-to-transaction rate Blog: Startup-Marketing.com

  10. Evolving Over Several Startups… …and continues to evolve Blog: Startup-Marketing.com

  11. Survey Driven Discovery Attract the right users who are passionate about your solution Blog: Startup-Marketing.com

  12. Survey Driven Discovery Your passionate usershold the keys to unleashing massive customer adoption Messaging that gets more “must have” users? Need/Problem? Which users say: “Must Have”? Why do they love it? * The Four Steps to the Epiphany by Steven Blank recommended for early customer development. Blog: Startup-Marketing.com

  13. Metrics Driven Iteration Reduce barriers, streamline experience, maximize average revenue per visitor Blog: Startup-Marketing.com

  14. Metrics Driven Iteration X% X% Iterate flow to eliminate barriers that prevent gratification and transactions Blog: Startup-Marketing.com

  15. Experiment Driven Growth Discover scalable, profitable customer acquisition channels Blog: Startup-Marketing.com

  16. Develop Free Channels First Develop External Free Drivers • SEO (self) – Ideal for products/services that disrupt existing categories. • Blog - Blog about passion to solve a problem. Link with other blogs in category. • Widgets make it easy to embed your content (brand experience) on other sites/platforms Potential User-Get-User Channels • Viral replication - if your product has a social element * FREE * Blog: Startup-Marketing.com

  17. Then Test Paid Channels Paid channel testing sequence • PR: Great for “innovators” • Demand harvesting channels (easier than demand creation) • Create unique onramps for each usage and user type • SEM, directories • Demand creation last (challenging and expensive) • Get ideas by monitoring competitors and overall trends • Widgets, webcasts, sponsorships, banners, radio, trade shows • Test lowest hanging fruit first • Begin by testing user acquisition channels most likely to have easy, positive ROI Blog: Startup-Marketing.com

  18. Budget For Profitable Growth With the 12in6 Methodology you should always invest for a positive ROI – but payback period changes by strategy. • World Domination Budget Strategy • Budget max spend for allowable acquisition of a new user that returns investment more slowly. • Low Burn Budget Strategy • Budget max spend for allowable acquisition cost of a new user that gives fast payback. Blog: Startup-Marketing.com

  19. Need More Help? • 12in6’s mission is to help as many startups as possible reach their full potential through a metrics driven go to market approach. • Help ranges from free guidance (this presentation and the startup-marketing.com blog) to a hands on go to market program for qualifying startups. What is 12in6? 12in6 uses a metrics driven approach to help startups gain customer traction and build long-term momentum. The name represents the objective of achieving twelve months of customer development progress in only six months of execution. Learn More About 12in6 Sean Ellis Email:sean@12in6.com Blog: Startup-Marketing.com

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