techstars presentation-jonah-lopin-july-2015
TRANSCRIPT
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Growth Ideas for Startups
Jonah LopinFounder, CEO Crayon
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Hi, I’m@JonahLopin,and I’m a founder at .
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I have a deep dark secret…
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Sometimes irrationality pays off.
($1.7bn market cap)
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Marketing search engine$1.5m raised5 person team
25,000ish users
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Something else you should know…
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Sales Prevention
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Ok, I’m not that honest…
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Let’s
talkabout you
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You’re building
something
BIG
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What could possibly go wrong?
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Growth Pills:
Startups, use as
needed!
Growth solves lots of problems.
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Life is easy when your growth looks like
easier
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4 Growth Ideas
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#1:Give Yourself
Nowhere To Hide
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Shine a br
ight
light on y
our
marketing
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Get someone* who is focused.
* Not the CEO
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Measure your marketing.
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It doesn’t matter what you measure.
(Fool.)
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Keep it simple, like this…
… not like this
Today2,000
Yesterday100
Sweet!
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Nowhere to hide.
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#2:Do The Basics
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Reasons
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LOW HANGING FRUIT
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The benefits are
compounding.
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1. Basic SEO On Home Page (67% of Techstars fail)
2. Blogging (42% fail)3. Email capture on blog (92%
fail)4. Basic TOFU landing pages (92%
fail)
Techstars Scorecard:
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OH, NUTS.
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Suggested Tactics:
1. Dedicate 1 person for a couple days
2. Make the ThriveHive guys show you how
3. hubspot.com/jumpstart
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https://www.crayon.co/?tag=product-hunt
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#3:Run Experiments
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Few people know what works.
Those who know won’t tell you.
Those who will tell you, don’t know.
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This guy isn’t gonna make you rich.
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This stuff isn’t gonna help you grow (much)
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… who knew?
Example:
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• Weekly live TV show
• Top 10 marketing podcast in iTunes
• 70,000 views in first year
Example: HubSpot TV
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Example: Crayon Coffee Table Book
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Make it a habit to place bets.
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How about 1 per week?
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#4:Inbound Marketing
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People make it sound hard…
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Dude, it’s totally easy.
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BlogPodcastVideosPhotosPresentationseBooksNews Releases
Landing PagesPurchaseProduct SignupApp SignupEmail SubscriptionSocial Follow
TOFU = Publish Stuff
BOFU = Convert Visitors
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TOFU is much harder than BOFU
TOFU
BOFU
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Good news: startups have a major TOFU advantage
I will crush you.
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It’s about
not
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There’s another way you can differentiate too…
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ENGINEERING
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Example: Website Grader by HubSpot
• Free interactive tool
• 40,000 inbound links
• 100,000+ opt-in emails & leads
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Example: Landing Page Grader by WordStream
• Free interactive tool
• Top source of leads
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How about a
Video Grader?
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Whew.
That was fun.
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10X