sean ellis startupday 2011 speech
DESCRIPTION
Startup MarketTRANSCRIPT
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Sean EllisSeptember 17th, 2011
Founder & CEO of CatchFreeBlog: Startup-Marketing.com
Twitter: @SeanEllis
Startup Marketing
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?
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Agenda
1. Marketing success requirements2. GTM steps by startup type3. Driving sustainable growth
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Common Conditions of Marketing
Success?
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Passionate users….that spread the word
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How?
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Become a “must have” for enough users*
• Already a must have?• Who considers it a must have?• How are they using product?• Primary benefit of this use?
* Often referred to as “product/market fit”
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Orient business around benefit…
• How do customers articulate?• Optimize entry pages (highlight key benefit)• Optimize funnel (reduce friction to benefit)
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What matters/when (GTM)?
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Go to market depends on business type…
• Normal startup• Network-effect startup• Freemium startup
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Normal Startup
Scale
Transition
Product/Market Fit
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1. Understand- core value
perceived
2. Positioning- based on value
3. Optimize conversions- LP &
funnel
4. Right metrics- to focus
resources
5. Viable economics- business
model
Key Transition Projects
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Normal Startup
Scale
Transition
Product/Market Fit
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Network Effect
Optimize on the fly…
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Freemium Growth
Can be normal or network effect, but…requires evangelist
driven growth
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The Freemium Growth Loop
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Seed aFree User
Get word-of-mouth free users
Premium Upgrade
Reinvest
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Driving Growth
• Repeatable, scalable, positive ROI• Multipliers (sharing, virality)• Emerging channels/testing• Reach receptive prospect
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Demand Harvesting First
• SEM• SEO• Directories• App stores• CatchFree – for freemium
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Demand Creation Last (Context)
• Facebook ads• Display/banners• Radio• PR
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Sean Ellis, Founder & CEOCatchFree.com
Blog: Startup-Marketing.comTwitter: @SeanEllis