Digital marketing from a startup founder point of view - Brussels Meetup

Co-learning: Digital Marketing
Brussels Meetup
4 September 2018
www.ingeniousminds.be
Mohsin El Khamlichi
Mahery Razafindrazaka

« I can’t tell you how to succeed (yet).
I can tell you how to avoid failure
(at least some forms of it) »
www.ingeniousminds.be 2

3be.linkedin.com/in/mohsinelkhamlichi/
www.destinationriche.com
Mohsin El Khamlichi
mohsin@ingeniousminds.be
15+ years in IT: Project/Team Management, CIO, Intrapreuneurship
5+ years: Personal Development
4+ years: Startup founder
~1 year: Growth Manager
www.ingeniousminds.be
Life Success Business Success

• World of Startup
• Sales Funnel /AARRR
• Acquisition Channels
• Marketing Metrics
• Growth Hacking
• Marketing Tools & Stack
• Marketing Plan
• Demos
Agenda

« Lean analytics »from Alistair Croll & Benjamin Yoskovitz

Problem-Solution fit : You have a problem
worth solving and your solution rings a bell
with customer. You know you have a fit when
people want to write a cheque or get on your
queue for a product that does not exist.
Product-Market fit : The solution you have
made is well received by your identified early
adopters. You know you have product market
fit when 80% of early adopters can easily flow
through your acquisition funnel

Me, 5 years ago 
https://vimeo.com/282010325

Source : Ash Maurya

Source : Bill Gross

Let’s discuss & share experience, ideas,
knowledge…

Sales funnel : AARRR

Source : Pierre Lechelle

Source : Ash Maurya

knowledge…

Channels

Source : Gabriel Weinberg

Source : Brian Balfour

Source : Sean Ellis

knowledge…

Marketing Metrics

• Total Addressable Market (TAM): TAM is a way to quantify the market size/
opportunity.
• LTV (Life Time Value): Lifetime value is the present value of the future net
profit from the customer over the duration of the relationship. It helps determine
the long-term value of the customer and how much net value you generate per
customer after accounting for customer acquisition costs (CAC).
• CAC (Customer Acquisition Cost):Customer acquisition cost or CAC should be
the full cost of acquiring users, stated on a per user basis
• Churn:Monthly unit churn = lost customers/prior month total
• ARR ≠ Annual Run Rate: when software businesses use ARR, they
mean annual recurring revenue, NOT annual run rate.
• Average Revenue Per User (ARPU): ARPU is defined as total revenue divided by
the number of users for a specific time period, typically over a month, quarter, or
year.
• ARR (annual recurring revenue) is a measure of revenue components that are
recurring in nature. It should exclude one-time (non-r
• MRR (monthly recurring revenue): Often, people will multiply one month’s all-in
bookings by 12 to get to ARR. Common mistakes with this method include: (1)
counting non-recurring fees such as hardware, setup, installation, professional
services/ consulting agreements; (2) counting bookings (see #1).ecurring) fees and
professional service fees.
• Active Users : when measuring your active users are to: (1) clearly define it; (2)
make sure it’s a true representation of “activity” on your platform; and (3) be
consistent in applying that definition. In social and mobile platforms, common
metrics of measure for activity are MAUs (monthly active users), WAUs (weekly
active users), DAUs (daily active users), and HAUs (hourly active users).

• Gross Margins: Gross margin — which is a company’s total sales revenue
minus cost of goods sold
• Sell-Through Rate & Inventory Turns: number of units sold in a period
divided by the number of items at the beginning of the period
• Network Effects: Simply put, a product or service has a network
effect when it becomes more valuable as more people use it/ devices join
it (think of examples like the telephone network, Ethernet, eBay, and
Facebook).
• Virality: Where network effects measure the value of a network, virality is
the speed at which a product spreads from one user to another. Virality is
often measured by the viral coefficient or k-value — how much users of a
product get other people to use the product [average number of
invitations sent by each existing user * conversion rate of invitation to new
user]. The bigger the k-value, the more this spread is happening.
• Economies of Scale (“Scale”): imply that the product becomes cheaper to
produce as business increases in size and output.
• Net Promoter Score (NPS): metric used to gauge customer satisfaction
and loyalty to your offering. It is based on asking How likely is it that you
would recommend our company/product/service to a friend or colleague?
• Cohort Analysis : Cohort analysis breaks down activities/ behavior of
groups of users (“cohorts”) over a specific period of time that makes sense
for your business — for example, everyone who signed up for your service
in the first week of January — and then follows this group of users longer
term: Who’s still using your product after 1 month, 3 months, 6 months,
and so on? www.ingeniousminds.be 43

Source : David Skok

Source : Eazl Courses

knowledge…

Growth hacking

Hack Acquisition
Source : Omar Mohout

Hack Acquisition

Ash Maurya

Source : Growth Tribes

Source : Sean Ellis

knowledge…

Marketing Tools & Stacks

76www.ingeniousminds.be
Source : SmartInsights

Source : Eazl

The $0 Marketing Stack
1. Social Media Scheduling: Buffer
Also free: Hootsuite (free for your first 3 social profiles)
2. Design: Canva
Also free: Pablo, Gimp, Pic Monkey
3. Real-time Analytics: Google Analytics
Also free: Go Squared (free for the first 100 visitors and 1,000 data points), MixPanel (free for 25,000
events per month)
4. Website optimization: Hotjar
Also free: Inspectlet (free for 100 recorded sessions), SumoMe Content Analytics
5. Reports: Simply Measured
Also free: Followerwonk, SumAll’s free version
6. SEO: Open Site Explorer
Also free: SEO Book, Screaming Frog SEO Spider, Keyword Tool

7. CRM: Charlie
Also free: HubSpot’s Free CRM, Norbert
8. Lead generation and pop up tool: HubSpot Marketing Free
Also free: Hello Bar, SumoMe
9. Landing Pages: WordPress
Also free: Unbounce free plan (includes Unbounce branding)
10. Twitter management: Crowdfire
Also free: Tweepi, Manage Flitter
11. Blogging: Medium
Also free: WordPress.com, Blogger
12. Video: Wistia
Also free: YouTube, Vimeo

13. Share buttons: SumoMe Share
Also free: Digg Digg , Flare
14. Analytics: Segment
15. Testing: Peek
Also free: Optimizely free plan
16. Free Website Analysis Tools : QuickSprout is a really comprehensive
website audit, social media analysis and competitor report, all in one.
17. HubSpot’s Website Grader gives you the overall performance and “grade”
of your website based on mobile factors, SEO, security, speed, and
performance, plus tips on how to improve your website…

knowledge…

Marketing plan

Source : Allan Dib

95www.ingeniousminds.be

knowledge…

Demos

Digital marketing from a startup founder point of view - Brussels Meetup

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (9)

Similar a Digital marketing from a startup founder point of view - Brussels Meetup

Similar a Digital marketing from a startup founder point of view - Brussels Meetup (20)

Último

Último (20)

Digital marketing from a startup founder point of view - Brussels Meetup