Campaign results from our campaign to introduce Founder Friendly Standard into the world. Highlights include driving 1.8M impressions of atomized content from the Founder Friendly Standard and the book, Grays Sports Almanac for Venture Capital, for under $700.

1. #FounderFriendlyStandard
3 steps to building
companies that last
1Q 2019 Campaign Results
Prepared by Eisaiah Engel
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2. #FounderFriendlyStandard
Upper-funnel awareness campaign
• Market is global startups, their lawyers, and coworking
spaces*
• Total budget: $695. Launch on December 15, 2018 and
end on March 31, 2019*
• Content structured around 3 steps for building
companies that last: (1) Master your odds, (2) Build on
#FounderFriendlyStandard, (3) Maintain control.
* Source: Engel, Eisaiah, “Campaign plans for Founder Friendly Standard.” Founder Friendly Standard LLC. Jan. 29, 2019.
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3. #FounderFriendlyStandard
Results from Dec 15, 2018 through Mar 31, 2019
11 answers. 933K impressions (83% paid for $322). 865 upvotes.
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4. #FounderFriendlyStandard
Results from Dec 15, 2018 through Mar 31, 2019
5 ads. 131K impressions (paid $18). 279 clicks.
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5. #FounderFriendlyStandard
Results from Dec 15, 2018 through March 31, 2019
4 posts. 1,822 visits. 10 drift conversations.
Founder Friendly Standard page views
(Nov 2017 – March 2019)
• 2,567 total (nearly 1/3 driven from Q1
2019 campaign)
• Visits from 100+ countries including !
" # $ % & ' ( ) * + , - .
/ 0 1 2 3 4 5 6 7 8 9 : ;
< = > ? @ A B C D E F G H
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6. #FounderFriendlyStandard
Results from Jan 14, 2019 through March 31, 2019
365 posts. 784K impressions (22% paid for $309). 8K+ engagements.
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7. #FounderFriendlyStandard
Began monitoring the web for mentions of ‘founder friendly’ on Feb 15.
Responded to 15 Twitter mentions by Feb 23. 4 conversations.
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8. #FounderFriendlyStandard
Results from Jan 2019 through March 31, 2019
12 ads. 30K impressions (paid $47). 146 clicks.
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9. #FounderFriendlyStandard
Results from Nov 21, 2018 through March 31, 2019
72 orders. 27% during #startupgrind giveaway on Feb 11 – 15.
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10. #FounderFriendlyStandard
Results from Nov 21, 2018 through March 31, 2019
23 followbacks from attorney influencers. 29% of #startuplaw growth metros.
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11. #FounderFriendlyStandard
Summary
# Assets Impressions Paid Impressions Paid Ratio Engagements Cost ($)
Quora-Awareness 11 933,614 776,183 83% 685 321.46
Quora-Grays Sports Almanac Book Ads 5 131,541 131,541 100% 279 17.81
eisaiah.blog 5 2,298 - 0% - -
Twitter 365 784,200 174,781 22% 1.3% 308.91
Brand24 15 1,580 - - 64 -
Amazon Advertising 12 30,497 30,497 100% 146 46.99
Total 418 1,883,802 1,113,002 59% 1,174 695.17
Table: Upper-funnel results from campaign (Dec 15 – March 31)
#
Orders Free Units
Amazon / Audible / iTunes 72 27%
Table: Book Sales (Nov 21 – March 31)
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# Influencers Follow-backs
#StartupLaw Growth Metros 80 29%
Table: Startup Law Attorney Follow-backs (Dec 15 – March 31)