jm bonthous @ seamless social 12 reasons why tech startups fail

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The 7 Rules of Facebook Marketing www.seamlesssocial.com © Seamless Social 12 Reasons Why Tech Startups Fail Innovation in Marketing Effectiveness JM Bonthous

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A presentation by JM Bonthous from Seamless Social about why tech startups fail. Seamless Social handles marketing intelligence lead generation, inbound and outbound marketing and marketing automation for technology companies. VIsit www.seamlesssocial.comSeamless Social also created and distributes the market intelligence app MyChannl. The app allows you to track, from your mobile phone, your brand, influencers and customers. Visitwww.mychannl.com

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Page 1: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

The 7 Rules of Facebook Marketing

www.seamlesssocial.com© Seamless Social

12 ReasonsWhy

Tech Startups Fail

Innovation in Marketing EffectivenessJM Bonthous

Page 2: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Jean-Marie (“JM”)Bonthous, PhDCEO

Keywords

Prospect & customer opportunity identification

Content marketing Lead generation

Inbound marketingMarketing automation

Social marketing for events

[email protected] @seamlessocial

www.seamlesssocial.com Your Custom, instant, Market Intelligence App

MyChannl

Innovation in Marketing Effectiveness

Page 3: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

1Facebook

optimization

Value proposition

• Weak value proposition

• No amount of marketing cancompensate for a weak value Proposition

• High value proposition =high exclusivity + high interest

© Seamless Social

Page 4: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

1Facebook

optimization

DifferentiationLow differentiation

• Unique qualities, perceived or real?

• Distinguished from competingOffers?

© Seamless Social

Page 5: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

SegmentationLack of market segmentation

• Fear of losing cash flow

• Need segmentation + personas based on research data:

- demographic- firmographic- behavioral

© Seamless Social

Page 6: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Premature productrelease

Product not 100% ready

• Prioritized cash flow?

• Use private beta

• Launch only when ready for media scrutiny

© Seamless Social

Page 7: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Can’t match

the hype

Product inferior to hype• Communication went too far

• Hype may get you a few investors,but not customers

© Seamless Social

Page 8: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

By geeks for

geeks

Product built by geeks for geeks• Buyer absent from design process

• Build the product with the customer in mind• Involve the customers in the design process• Test early and modify according to feedback

© Seamless Social

Page 9: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Weak marketing

strategy

Weak marketing, relies on adverts

• No start up can rely on ads• Does not take responsibility for generating leads and revenue• Organic community-building• Influencer engagement• Inbound marketing• Focused outbound • Corporate communications• Marketing automation

© Seamless Social

Page 10: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Product obsolete

before ROI

Product evolves slower thanthe market

• Product obsolete before itgenerates a ROI

• Or buyers not ready to buy next generation

• Know of what’s out there, what’s coming

© Seamless Social

Page 11: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Insufficienttesting

Ideas tested too little or too late

• Development relies on geek insights

• Test early, abundantly, with representative customers

• Partner with them to develop the product

© Seamless Social

Page 12: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Reveal too much too early

No such thing as “off the record”

• One slip of the tongue can sinkthe venture

• Brief everyone about confidentiality

© Seamless Social

Page 13: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Staystealth too long

Reveal as soon as you’re ready

• Being stealth means lack of industry feedback, risk ofIsolation

© Seamless Social

Page 14: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Not enough

relationships

Engage influencers

• Build early on the relationships that you will need later when yougo to market

© Seamless Social

Page 15: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Our marketingphilosophy

• Marketing is responsible for generating leads & revenues

•Marketing converts skeptics into Prospects, customers, evangelists

• Know your prospects better, each day

…../......

© Seamless Social

Page 16: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Our marketingphilosophy

• 4 marketing tools: inbound, outbound, corporate communications, marketing automation

• Marketing can’t compensate for a weak value prop.

• We like branding, we prefer leads and revenues

• Set metrics before spending marketing $

© Seamless Social

Page 17: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

How we work with

tech startups

• Retainer + equity• We steer the marketing• Transfer knowledge• Put ourselves out of a job after 1-2 years, as agreed.

© Seamless Social

Page 18: JM Bonthous @ Seamless Social 12 Reasons Why Tech Startups Fail

Contact us for a free

consultation

Keywords

Prospect & customer opportunity identification

Content marketing Lead generation

Inbound marketingMarketing automation

Social marketing for events

[email protected] @seamlessocial

www.seamlesssocial.com

Contact usfor a free

consultation

© Seamless Social

Innovation in Marketing Effectiveness

Your Custom, instant, Market Intelligence App

MyChannl