Marketing do's and don'ts for early stage startups, as presented to the Collide Village accelerator in Dec 2014

1. Marketing Do’s and Don’ts
For Early Stage Startups
By Aassia Haq
Presented to Collide Village Accelerator
Addison, Texas
Dec 12, 2014

2. 5 Key Startup Marketing Questions
• Why do I exist? (Startup, not YOU!)
• Who is the customer I need to speak to? (if only I had the money,
skills, connections?)
• Do I have a clear brand story? (Positioning and brand architecture)
• Is my market space competitive (or am I first-mover?) Trick
question
• If my product/service went away who would care most? (other than
me/my cofounders?)

3. 1. Why Do I Exist? (Startup, Not YOU!)
IIInInnnfffofooorrrrmmmmaaaattttiioioioonnnn AAAAwwwwaaaarrrreeeennnneeeessssssss AAAAggggrrrreeeeeeeemmmmeeeennnntttt CCCChhhhaaaannnnggggeeee
• Don’t underestimate the cost of changing behavior (marketing continuum)
• Do start with functional benefits; persistently work to build awareness
• Don’t think customer feels the urgency you do for your product/service
• Do use video, testimonials, ratings and other trust tools that emulate face to
face conversation to create agreement and behavior change
• Do personally evangelize & story-tell in social channels - CEO is best
salesperson and can best answer - why does this exist?

4. 2. Who is the Customer I Need to Speak to (If Only I
had Money, Skills, Connections?)
MMMMVVVVCCCC
• Do find your most valuable customer - and spend more time on them
• Don’t try to attack multiple segments at once, each requires equal effort
• Don’t think or say your product is for everyone. (80/20 rule)
• Don’t forget to focus on partners/channels that touch your MVC - build a
partner marketing plan and ensure partners can easily outreach to you
• Do personally evangelize & story-tell in social channels - CEO is best
salesperson and can best answer - why does this exist?

5. 3. Do I have a Clear Brand Story? (Positioning,
Architecture, Communication)
Template for a Positioning Statement
For (target audience), (brand name) is the (frame of reference) that
delivers (benefit/point of difference) because only (brand name) is reason
to believe).
Read: http://www.brandeo.com/positioning%20statement OR http://www.pinterest.com/pin/460070918153266467/ (Listerine)
• Do team to create positioning statement, vision/mission (include MVC and
VC/Angel in process)
• Don’t reinvent your message - be disciplined & consistent (esp you CEO!)
• Don’t be verbose - be straightforward + let MVC show & tell story of your
brand
• Don’t forget UX/UI - your Web site/product embodies your brand, it’s not
an afterthought and designers should be briefed on brand architecture

6. 4. Is My Market Space Competitive? (Or Am I First
Mover) - Trick question
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FFiirrsstt MMoovveerr BBuurrddeenn
==
==
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CCaatteeggoorryy ++ PPrroodduucctt
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• Don’t underestimate the cost & time needed to build awareness for a new
segment (take bigger $ to quickly amp awareness if product ready for it)
• Don’t talk to your customer about being a first mover - they don’t care
• Do focus on positive (product benefit) not negative (how you are better
than/different than XYZ competitor, since they trust that entity more)
• Don’t assume customers want to solve the pain point - the chaos in their
life and prioritization is your biggest competitor

7. 5. If My Product/Service Disappeared, Who Would Care
Most? (Other Than Me/CoFounders)?
BBBBaaaacccckkkk t tttoooo M MMMVVVVCCCC
• Do build a deep, trusted relationship with early adopters - listen hard
• Do reward MVCs, with recognition, prizes, conferences, Google hangouts
• Don’t be afraid to ask for money; everything in life ain’t free - price for
profit or you won’t know if your product is sustainable
• Do wake up thinking about the first question “Why Do I Exist”
• Don’t forget to take care of your most important brand asset - YOU

8. As Seen On The Wall Leaving @TreeHouseTX
@CollideVillage Startups - It’s All About This: