1. 5 simple tips to get your
(digital consumer) startup marketing
heading in the right direction
Todd Kurie
VP Marketing
RedMart

2. About RedMart
o Launched Nov ‘11
o Growth in 17 of 18 months
o Jan ‘13: $3M ann. revenue
o Raised $4M raised to date
Echelon Singapore Satellite

3. The challenge of startup marketing
Learn as quickly and cheaply as possible about:
your customers, what they like and don’t like about
your service, the most effective ways to reach
them, and the costas fast as possible the
Grow of acquiring them and
lifetime revenue you will likely generate, and THEN
grow as fast as it makes sense
Echelon Singapore Satellite

4. The challenge of startup marketing
Learn as quickly and cheaply as possible about:
your customers, what they like and don’t like about
your service, the most effective ways to reach
them, and the cost of acquiring them and the
resulting revenue you will likely earn, and THEN
grow as fast as it makes sense
Echelon Singapore Satellite

5. Tip #1 – observe your customers
o Take a quick look at whatever
information you get from every
user who registers – even just
names can reveal a lot of
information about your
audience. And if your site has
search, look at that too.
Echelon Singapore Satellite

6. Tip #1 – observe your customers
o There are a lot of free or low
cost, easy-to-implement tools
for tracking how users interact
with you service. Install these
and start monitoring on day 1.
Echelon Singapore Satellite

7. Tip #2 – listen to your customers
o Customer support emails are not just for the support team –
everyone on the management team should receive them (and
read them) – it is the single best way to know what pain points
your users are experiencing
Echelon Singapore Satellite

8. Tip #2 – listen to your customers
o Users will gladly tell you what
they like and don’t like about
your service, if you ask them
(and especially if you give them
a small incentive as well).
Survey your users are least once
a quarter. At RedMart, we get a
10% response rate to our
surveys – more than enough
respondents to understand
what they think about us.
Echelon Singapore Satellite

9. Tip #3 – use the right marketing channels
o There is a big difference
between marketing you can do,
and marketing you should do. It
is critical for a startup to initially
focus on marketing channels
that are a) low cost to test, b)
easy to implement, c) able to
track results, and d) are readily
scalable.
Thus at RedMart, our channel
priorities are as follows…
Echelon Singapore Satellite

10. Tip #3 – use the right marketing channels
Channel Low Cost to Test Easy to Highly Easy to Scale
Implement Trackable
Google
Adwords
Facebook CPC/
Promo Posts
Online display
networks
Print & Other
Offline
Out of Home
(SMRT, etc)
Stuff your CEO
wants you to do
Echelon Singapore Satellite

11. Tip #4 – start tracking lifetime value now
$ Revenue
+$
--------------------Cost Per Account----------------------------------------------------------------------
-$
Today
Time
o If your revenue is dependent upon ongoing user transactions/
interactions, then you should have your version of the above
chart built already – and if you don’t, google “CLV > CPA” now!
Echelon Singapore Satellite

12. Tip #5 – Know what growth is “just right”
o Grow too little, and your
investors will be unhappy.
But grow too much, your
service may break down
and you risk making your
Just right! users unhappy – and if your
business is dependent on
ongoing activity this could
be a killer. Know what the
‘just right’ amount of
growth is and aim for that.
Echelon Singapore Satellite

13. Tip #5 – Know what growth is “just right”
Max
target o You should prioritize your
Facebook Post marketing channels and
understand the degree to which
Facebook CPC you can “dial” them up or down
in order to hit an amount of
Adwords activity (visits, transactions, etc)
Min
target Customer in between your Min/Max
EDMs target range. At RedMart, we
closely manage our EDMs,
Organic Adwords, and Facebook activity
to try to hit within the range.
Echelon Singapore Satellite

14. Thanks!
Echelon Singapore Satellite