MARKETING 101FOR STARTUPS презентация

About Me Sean Percival Partner, 500 Startups Run the Mountain View Accelerator Based in Silicon Valley On Twitter @Percival Previously Founder Vice President Marketing, Myspace Janitor

Слайд 1MARKETING 101 FOR STARTUPS


Слайд 2About Me
Sean Percival
Partner, 500 Startups
Run the Mountain View Accelerator
Based in

Silicon Valley
On Twitter @Percival

Previously

Founder
Vice President Marketing, Myspace
Janitor


Слайд 3
Most people suck at marketing.


Слайд 4General Pro Tips
You’ll might need to try 10 things to get

1 thing that works
98% of visitors don’t convert so how do you bring them back?
Marketing at it’s core is about moving emotions and feelings like
Desire
Greed
Nostalgia
FOMO
Etc etc
Knowing your stuff with regard to marketing (or at least acting like you do) is key to fundraising
Never say “We did all this with no marketing!” or “We are totally going to go viral!”

Слайд 5Marketing Hiring Tips
In the early days, the founders need to do

everything. Sorry not sorry!
Post Seed/Series A, make your first senior marketing hire
At any time bring in a jr analyst and/or media buyer
Avoid the early CMO trap
Consider performance based comp


Слайд 6Reasons Your Marketing Hire Will Not Be Successful


Слайд 7They don’t have the budget they need to be successful.
Expectations
Actual Budget


Слайд 8Actual Budget
Your CTO is kind of a jerk and doesn’t really

care about marketing Or there’s no developer resources available for marketing needs.

Слайд 9Measurable and sustainable growth is not encouraged.
"Yes, the planet got destroyed. But

for a beautiful moment in time we created a lot of value for shareholders."

Слайд 10The Lingo


Слайд 11CAC/ACQ/CPA = Customer acquisition cost, acquisition, cost per acquisition
CPL = Cost

per lead
LTV = Life Time Value
LTV net ACQ = Life Time Value net acquisition costs
Funnel = A series of pages/events a user must navigate
CPC = Cost Per Click
CPM = Cost Per 1000 Impressions
CTR = Click through rate
IO = Advertiser Insertion Order
Churn Rate = Loss of users from one cohort to the next
Earned Media = Free(ish) organic traffic usually driven from social
SEM = Search Engine Marketing (paid)
SEO = Search Engine Optimization (Freeish)
SERP = Search Engine results page
Above the fold = Viewable to the user without having to scroll
Back Links = Links from external websites into yours
White Hat/Grey Hat/Black Hat = Legit/Somewhat shady/Way shady
Pagerank = How Google determines authority and rankings of websites in search
Edgerank = Facebook’s version of page rank
Open rate = The rate at which an email campaign emails are opened



Слайд 12Talking To Investors About Marketing


Слайд 13Investor Pro Tips
Really know your numbers
Never use ranges with your metrics
If

you don’t have the data, get it
Talk about cohorts and how they are improving over time
Sell your momentum


Слайд 14Acquisition Sources
Retargeting 10%
We have tested XX sources and know what works. We’re ready

to XX our user acquisition efforts.

Top Performing Channels:
Email
Facebook (Paid)
Refer-A-Friend

Worst Performing or
Non-Scalable Channels:

Daily Deals
Adwords
Grandma’s Bingo Team


Recent Month’s Acquisition Sources


Слайд 15Final Pitt falls to avoid
Doing too much discounting
Acquiring bad customers/users
High overhead

low yield partnerships
Pricey PR engagements






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