Download - Makeup - Executive Summary & Marketing
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Makeup - Executive Summary & Marketing
@hekovnik / @filipdobranic
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What do investors buy• future cash• the promise of future cash• system for making future cash• businesses to produce future cash• businesses that look like they’ll produce future
cash• businesses with traction
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The magic word• buzz• traction
–vanity metrics
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Perception is key• startup is faith-based enerprise in search of a business model (S. B.)
–customer + problem–solution–bm–scale up strategy
• traction justifies faith–solution + customers–bm = making revenue
• numbers–are only worth something with context–vanity metrics
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Faith vs. PM fit
Source: Steve Blank
Problem/Solution Fit
Product/Market Fit
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Please sir, read my buisness plan?
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The executive summary• taking it literally• pitch vs. executive summary
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Purpose
Problem
ProductBusiness
modelTeam Finance
Why now
Solution
Market Competition
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The linear way• The grab• The problem• The solution• The opportunity• The competitive advantage• The (business) model• The team• The promise• The ask
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The grab.
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The opportunity● basic market segmentation, size, growth
and dynamics○ how many people or companies○ how many dollars○ how fast the growth○ what is driving the segment
● target a meaningful percentage of a smaller, well-defined, growing market
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The competitive advantage
● you have competition● understand what your real, sustainable
competitive advantage is○ first mover advantage is not a thing
● holy grail: one or two sentences
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Finances● show five years of
○ revenues○ expenses○ losses/profits○ cash○ headcount
● show some key drivers○ number of customers○ units shipped
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What does a brand do?• Diferentiates• Encourages loyalty• Boosts self-confidence and impulsive
purchases• Simplifies communication• Enables virality
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Your brand essence
1. single-minded2. intangible3. unique4. experiential5. authentic
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Microcopy• “Every point of contact with your
customer is marketing.”• Delight your users• Help your users overcome barriers to
entry
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Do you provide a trustable experience?
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Name• Take your time (within reason)• Domain names• Use a dictionary/thesaurus
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Tagline• Based on your intangible brand
essence.
Positioning• Put your product in its space!
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