This is Bryan Starbuck's Customer Acquisition methodology for Startups.
This is a solid plan to do customer acquisition for B2B and B2C startups. It works very well, even before a marketing team has been acquired. It is perfect to grow traction and grow a company to profitability.
The video is here: https://youtu.be/0EEsZcUVCUU
Sign-up to the Google Group here: https://groups.google.com/d/forum/bryan-starbucks-customer-acquisition-methodology
4. Bryan’s background
TalentSpring
• Co-Founder & CEO
• Machine Learning B2B Enterprise SaaS company
• Acquired in 2010
SPARKON
• Co-Founder & CEO
• B2C EdTech
• Closed in 2013
2015 on, I’m working with other business founders
6. I’m searching for:
Business Founder
with an idea
Technical Founder
Brings an engineering team
I bring in 3 more
software engineers.
And we build out the
company aggressively
7. THE GOALs
of this Customer
Acquisition Strategy
Bryan Starbuck’s
Customer Acquisition Methodology
9. Goals
1) Single clear strategy for customer acquisition
2) Acquire to your website
3) Educate and drive them to buy
4) Management control health, growth & costs
11. Chapter 1
Pick a startup to advise
Bryan Starbuck’s
Customer Acquisition Methodology
12. Pick a startup
#1
Personal Trainer to
customer matching
You will advise them on what Customer Acquisition strategy to use
#2 Go Pro Camera
#4 Yoga Studio owners#3 B2B SaaS to Huge Companies
14. Target buyer
Link Sites
Reddit Hacker news TechMeme
Google News Inbound.org
Publisher X
Publishers
YouTube Blogger XYZ
GamaSutra SlideShare AdWeek
Home page
Your company’s marketing
website
Learn about your product
Other Curriculum
Pages
Content Unit ABC
Page
Create Account Monetization
Terrain of marketing
Link Sites
4.5 million in
/r/Fitness
15. Publishers
Perfect to your
target buyer
Terrain of marketing
Target buyer
Reddit
Link Sites
Hacker news TechMeme
Google News Inbound.org
Publisher X
Publishers
YouTube Blogger XYZ
GamaSutra SlideShare AdWeek
Home page
Your company’s marketing
website
Learn about your product
Other Curriculum
Pages
Content Unit ABC
Page
Create Account Monetization
16. Your company’s
page
Terrain of marketing
Target buyer
Reddit
Link Sites
Hacker news TechMeme
Google News Inbound.org
Publisher X
Publishers
YouTube Blogger XYZ
GamaSutra SlideShare AdWeek
Home page
Your company’s marketing
website
Learn about your product
Other Curriculum
Pages
Content Unit ABC
Page
Create Account Monetization
Students touring Harvard campus
Paragraph number ONE. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla. Blabla bla blabla
bla blabla bla blabla bla blabla bla blabla bla
blabla bla.
Paragraph number TWO. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla. Blabla bla blabla
bla blabla bla blabla bla blabla bla blabla bla
blabla bla.
Paragraph number THREE. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla.
17. Chapter 3
Creating a CONTENT UNIT
Bryan Starbuck’s
Customer Acquisition Methodology
18. Students touring Harvard campus
Paragraph number ONE. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla. Blabla bla blabla
bla blabla bla blabla bla blabla bla blabla bla
blabla bla.
Paragraph number TWO. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla. Blabla bla blabla
bla blabla bla blabla bla blabla bla blabla bla
blabla bla.
Paragraph number THREE. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla.
Understand the UNIT
SEO targetted title
Video
3 to 5 paragraphs
Sidebar of peer articles
19. Interview Experts
GOAL: Get expert to give their big insights on the industry.
Focus interview around those insights, and the supporting points.
Insight in Interview Supporting points of insights
~1 to 3 minute per video
• One insight per video
• Plus supporting points
• One interview can generate 2 to 5 articles w/videos
21. You must make them BELIEVE
The startup CEO’s job
is to tell the STORY and make people BELIEVE
First they UNDERSTAND
Then they TRUST
Then they OPEN UP TO BUYING
Content with insights earns your way to
external places where your target buyers
live. Video tells the story.
23. Why it works
Content is the ONLY way to earn
your way to external channel
Build a CONTENT UNIT once. It goes out
many channels. Month after month
That brings your target
customers into your funnel
When they saw your video,
they jump down the funnel,
because they are educated
30. Linked-In for interviews
User Linked in to find experts
for your target buyer
1) Email 400 people
2) Fill your schedule with interviews
31. Large quantity of Content Units
Treat ONE (1) “Content Marketer”
As having a goal of produce
4 Content Units per day
The goal is QUANTITY
Quality equals including insight,
not production quality
Jan
Feb
Mar
April
May
June
July
Aug
Sept
OctCreated
4
Per day
s
Created
80
per month
32. Burn rate to decide to hire
Is your monthly burn rate over $30k/mo?
(Includes founders lack-of-salary)
If NO:
Founders could do the
marketing themselves early on.
If you actually have time to do it.
If YES:
Then you should probably hire
our kind of Content Marketer
33. Hiring someone
Have the bonus be a key part
WITH Bonus
$40k / year
(equals $20/hr)
WITHOUT Bonus
$22k / year
(equals $11/hr)
Bonus is made or not once a month. When the average was 3 articles/day
(and later 4/day). Later also requires decent traffic levels from articles.
$3,360 / mo $1,848 / mo
34. Large quantity of Content Units
LARGE QUANTITY
equals
An important marketing asset
Jan
Feb
Mar
April
May
June
July
Aug
Sept
Oct
Created
80
per month
s
Created
6,720
After 2 years
When hiring another marketing person every 5 months (for growth)
35. Chapter 7
Create a movement
Bryan Starbuck’s
Customer Acquisition Methodology
38. Curriculum on KhanAcademy
What is a curriculum?
See Khan Academy topics within an area.
Example:
For a startup marketing to personal
trainers:
• Increasing your salary
• Marketing for Personal trainers
• Using social media to get clients
• Pricing for person trainers
39. What is the goal?
You WIN by:
1) They read the next article
2) Or they sign-up
WHY IT WORKS: They sign up, if you have earned
their trust and they value you by now. Otherwise,
they keep reading IF they are your TARGET
CUSTOMER and your content contains INSIGHTS.
Students touring Harvard campus
Paragraph number ONE. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla. Blabla bla blabla
bla blabla bla blabla bla blabla bla blabla bla
blabla bla.
Paragraph number TWO. Blabla bla blabla bla
blabla bla blabla bla blabla bla blabla bla blabla
bla. Blabla bla blabla bla blabla bla blabla bla
blabla bla blabla bla blabla bla. Blabla bla blabla
bla blabla bla blabla bla blabla bla blabla bla
blabla bla.
CREATE ACCOUNT
41. Build a BACKLOG of IDEAS
Put great ideas in the queue, for
future articles. Backlog Queue
of Ideas
For your industry:
1) Funny
2) Conflicts & fights
3) Great insights
42. Chapter 10
Earn your way to
publishers and link sites
Bryan Starbuck’s
Customer Acquisition Methodology
43. Reddit
Some of your content units will be
AMAZING.
Submit them to the correct sub-reddits.
Reddit’s /r/Fitness has
4.5 million subscribers!!
The only way to earn your way there, is content that
connects to your target buyer. Sooner or later, one of
your content units will meet their criteria of “interesting”
45. Moz Whiteboard Friday
Moz Average video views: 3,896Target customers who watch your
videos, have a powerful ratio to
turn into paying customers Higher end:
10,000 to 14,000
WHY:
1) Now they trust you
2) They fully understand you
3) You are now credible
4) They generate strong advocates
5) High ratio of video views to convert
to paying customers
46. Metrics for ONE Month
Jan
Feb
Mar
April
May
June
July
Aug
Sept
OctVideo Views
250
Each averages
s
New videos
80
per month
Video Views
20,000
Total / mo
Converstion
n%
to revenue
x
Customer Acquisition by new videos that month (1 employee)
IMPORTANT POINT:
Videos educate users, and their
conversion ratios will be far higher
(than ads or a one page view)
48. Management Spreadsheet
I have a planning spreadsheet
For the
Starbuck Customer Acquisition Methodology
http://SignUp.StarbuckCustomerAcquisition.com
51. Contract Bryan
Business Founder
with an idea
Technical Founder
Brings an engineering team
A business founder looking for a
technical co-founder or software
engineers should reach out to me.
Bryan@WhiteHatEngineering.com
53. Bryan Starbuck Bryan@WhiteHatEngineering.com
Starbuck’s Customer Acquisition Methodology
Rand @ Moz is the King and pioneer
He does it in his
FRIDAY WHITEBOARD VIDEOs.
Watch the focus on insights.
START-UPS, Sign up now: Grow customer acquisition by learning more, and
watching other startups make this succeed
http://SignUp.StarbuckCustomerAcquisition.com
55. Contract Bryan
Business Founder
with an idea
Technical Founder
Brings an engineering team
A business founder looking for a
technical co-founder or software
engineers should reach out to me.
Bryan@WhiteHatEngineering.com
I act as Technical co-founder and I bring in 3
full time software engineers. I focus on
building out the company with very little
money.