It covers the concept of customer development, product/market fit, and the phases of marketing for a startup. I gave this presentation on March 29, 2010 as the keynote presenter at DemoCamp Toronto.

1. Startup Marketing April Dunford @aprildunford

3. IBM (Launch and growth of InfoSphere, 5 acquisitions)

4. Siebel (Global Marketing Financial Services)

5. Nortel (head of incubation)

6. Startups

7. Infobright ($8M raise)

8. DataMirror (exit to IBM)

9. Janna Systems ($1.8B exit to Siebel Systems)2

10. What’s a Lean Startup? customer development low cost / open source or free tools Agile development methodology 3

11. Customer Development Test offering assumptions Validate minimal feature set works for certain markets Making sure your product doesn’t suck 4

13. Customers – problems, ROI, buying process, environment, buying units

14. Sales channels/pricing

15. Demand Creation

16. Market Type – new vs. existing

17. Competitive5

19. Market research

20. Customer/competitor crystal ball6

22. Bottom up vs. Top Down

23. Look at the adjacent markets7

24. How Do I Know if I’ve Got It? Net Promoter Score: “Would you recommend this product to a friend?” survey.io: “How would feel if you could no longer use [product]?” 8

26. Email gathering

28. Economics

29. Pipeline Tuning

30. Visibility Foundation

32. Lead Gen

33. PR

34. Staff9

36. Email gathering: Landing pages, widgets/badges & rewards, contests

37. Relationships: prospect, media, influencerYou are an expert in your domain 10

39. Economics

40. Pipeline Tuning

41. Messaging

42. Visibility FoundationGive me 6 hours to chop down a tree and I will spend the first 4 sharpening the axe. Abraham Lincoln 11

44. Customer Service and Support

45. OEM software

46. Pricing

47. Sales Channels and Distribution12

49. Website

50. Offers

51. Signup process

52. Trial/free version

53. Messaging (we’ll come back to this)13

54. Visibility Foundation How do non-users observe that others are using? Product features Shareable content Referrals and Incentives Reviews/Awards References/success marketing 14

55. Messaging Highlight differentiated value for your segments Tell me what you do Benefits (not features) Stories – memorable, relevant, results Objections/Reassurances 15

56. This is what we do! 16

57. Here’s the value to you 17

58. Reassure, Handle Objections 18

60. lead generation – advertising, SEO, webinars, promotions, telemarketing, mail, trial/download, events, success marketing and content, content, content

61. Marketing staff

62. PR (when it makes sense)19

63. Moving into New Segments Timing is Important Validate New Assumptions 20

64. You can Lose Product/Market Fit Markets aren’t Static Customer Service Don’t Kill the Love 21

66. Email gathering

68. Economics

69. Pipeline Tuning

70. Visibility Foundation

72. Lead Gen

73. PR

74. Staff22

75. Thanks! @aprildunford aprildunford@gmail.com RocketWatcher.com 23