lean marketing – tore rasmussen, lean startup practitioner & co-creator of playing lean
TRANSCRIPT
Lean MarketingTheory & Practiceby Tore Rasmussen
★ Estimate throughput★ Become oversubscribed ★ More targeted branding
What you will learn
Positioning map
+
Brand storyboard
+
Positioning statement
+
Brand Personality
Team
+
Differentiating strategy
+
Campaign
+
Overbooked
+
Lean Branding Oversubscribed Throughput
Customer Throughput
Business Model Traction Model
How do we measure significant milestones?
Formulate your overall strategy
Create your 10x plan
Oversubscribed
“People don’t buy what people sell, they buy why others want to buy.”
Build your team!
★ Key person of influence
★ Head of sales and marketing
★ Head of operations
★ Head of finance and logistics
You’ll need a….
Key Person of Influence
Head of sales and marketing
Head of operations and product
Head of finance, logistic and reporting
4 ways to differentiate
★ Innovation ○ Products○ Systems○ Brand
★ Relationship○ Become more influential ○ Become better known○ Long contracts
★ Convenience ○ Better distribution○ Better market information○ Automatisation
★ Price○ Invest○ Refine○ Systemize
The five phases in a campaign:
★ Planning
★ Build-up
★ Release
★ Delivery
★ Innovate and celebrate
Launch when overbooked
★ 5 x strong interest, has paid the deposit
★ 10 x taught or entertained customers, customers have attended an event
★ 100 x mild interest, such as downloaded information
Success factors
★ 7 hour rule
★ Have a bigger market than we can serve and talk with them 11 times
★ Stage release
★ Unexpected delight
Lean Branding
Positioning map
Positioning statement
Our product/service is for who .
The is a that .
Unlike our product .
(target customer) (statement of the need or opportunity)
(product name) (product category) (key benefit)
(primary competitive alternative) (statement of primary differentiation)
Brand Personality
★ Hates
★ Loves
★ Favorite meal
★ Favorite drink
★ Favorite animal
Write your brand personality!
Positioning map
+
Brand storyboard
+
Positioning statement
+
Brand Personality
Team
+
Differentiating strategy
+
Campaign
+
Overbooked
+
Lean Branding Oversubscribed Throughput
Recommended books
