Building stuff that sells

1. BUILDING STUFF THAT SELLS

2. WHO AM I?

3. My Background 18 months

4. Discovered Lean Startup

5. ThingsWeStart

6. Success

8. Startup Accelerators

9. Curriculum Mentor & Speaker

10. FOCUS Framework

11. ?’s

12. Agenda 1. Who am I? 2. 5 Steps to Sales 3. Who do you Interview? 4. How to Ask for Interviews 5. Better Startup Marketing 6. Wrap Up

13. FUNDED STARTUPS FAIL

14. WHY?

15. BUILD GREAT PRODUCTS

16. CUSTOMERS DON’T BUY products CUSTOMERS BUY SOLUTIONS TO problems

20. FUNDED STARTUPS FAIL

21. CUSTOMERS DON’T BUY products CUSTOMERS BUY SOLUTIONS TO problems

22. BUILD STUFF THAT SELLS

23. BUILD SOLUTIONS CUSTOMERS BUY 5 STEPS

24. Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption Assumption 5 2 1 3 3 1 4 4 2 The 5 Steps You’ll Learn

25. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit

26. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Cold Outreach, Ads Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Step

27. FOCUS Framework

28. CASE STUDIES

29. Started as: 100’s of Providers: Demo Day: Raised $800k Team Size: 14 Customers: 1000’s

30. Social Enterprise Tried to Raise: $350k Raised: $372k (Oversubscribed) Marketplace Profitable Enterprise Customers:

32. ?’s

35. Riskiet Assumption Who do you Interview?

36. Riskiet Assumption How do you Find Them?

37. ADOPTION BEHAVIOR CURVE

38. Diffusion of Innovations Early Adopters Early Majority Late Majority Laggards Victory

39. Startup founders “Not sure how to apply Lean Startup” Victory Start

40. “Not sure how to apply Lean Startup” Goes to Lean Startup Machine Pays for online courses Goes to Lean Startup Conf. Makes calls on Clarity Buy’s Ash’s Book Enrolls in Founder Institute Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group

41. What are Early Adopters? “Paying” to Solve It Know they Have It Have the problem Customers who…

42. Where are yours? Externally Observable Behavior Tweets about Lean Startup Machine Reviews online courses Leaves feedback on Clarity Amazon review for Ash’s Book Joins Founder Institute Meetup Group

43. ?’s

44. SUMMARIZE

45. WHAT DO CUSTOMERS BUY?

46. 5 STEPS OF FOCUS?

47. WHAT’S THE DIFF. EARLY ADOPTERS VS EARLY MAJORITY?

49. ASKING FOR INTERVIEWS

50. PROBLEM IT SOLVES 1. UNSURE HOW TO ASK? 2. INCREASE YOUR CONVERSION RATE 3. GIVE YOURSELF A TIMELINE

51. HOW TO ASK 1. COLD CONTACT 2. IN-PERSON

52. 3 Rules of Cold Contacts 1. Email 2. LinkedIn 3. Twitter 4. Facebook

53. 3 Rules of Cold Contacts 1. Personal

55. 3 Rules of Cold Emails 1. Personal 2. Short – 5 sentences

56. 5 Sentence Cold Email 1. About them 2. About both of you 3. What you’re doing 4. What you’re offering 5. The ask

58. 3 Rules of Cold Emails 1. Personal 2. Short – 5 sentences 3. Valuable

60. 140 Characters

61. #1 People are Waiting - Public Transit - Long lines (amusement park, concert tickets, movies, sporting events) - Airports In-Person Interviews #2 Props Can Help

65. LET’S ASK FOR INTERVIEWS!

66. Lean Startup Founders “How do I do Lean Startup?” Lean Startup LinkedIn Group LSM Facebook group members Blog readers 8/198/128/7 8/10 8/15 8/22 9/78/298/24

67. PROBLEM IT SOLVES 1. UNSURE HOW TO ASK? 2. INCREASE YOUR CONVERSION RATE 3. GIVE YOURSELF A TIMELINE

68. ASKING FOR INTERVIEWS

69. TAKEAWAYS

71. BETTER STARTUP MARKETING

72. OFFER DESIGN

73. Assumption You can find people trying to solve the problem They want your help solving it They will "pay" you to solve it You can solve it You will achieve Product- Market Fit Test Manual solution Cold Outreach, Ads Landing Page, Pre-Sales, LOIs Product, large segments, etc. Customer Interviews Utility Testing Offer Testing Currency Testing Scaling to Fit Finding Early Adopters Step 1. Problem 2. Marketing Copy 3. Marketing Channels Why?

74. PROBLEMS IT SOLVES 1. WHY DO WE INTERVIEW? 2. DEVELOP MARKETING STRATEGY 3. WHERE TO MARKET, WHAT TO SAY

75. AN OFFER IS… 1. CHANNEL 2. PROBLEM-ORIENTED MESSAGE 3. CALL TO ACTION

76. Channel Message Call to Action AN OFFER IS…

77. Blog Facebook ads Lean Conference Cold emails Founder Institute ?

78. TIME 1. HOURS 2. DAYS 3. WEEKS

79. MONEY 1. FREE 2. < $100 3. < $500 4. < $1000 5. >= $1000

80. Blog Facebook ads Lean Conference Cold emails Founder Institute 1 1 3 2 2 1 2 3 1 1 1 2 9 2 2 1050 11000 250 200 1000 1050 11K 250 200 1000 1 2 9 2 2 1050 5500 27.7 100 500

81. PROBLEM-CENTRIC MESSAGING 1. PROBLEMS - NOT SOLUTIONS 2. EMOTIONAL 3. SHORT 4. ASK QUESTIONS 5. IT’S ABOUT “YOU”

82. Blog Facebook ads Lean Conference Cold emails Founder Institute Overwhelmed? What to do Next and HOW to do it Overwhelmed? HOW to do Lean Startup Overwhelmed? HOW to find your Product-Market Fit Want Focus? Step-by-Step Lean Startup Instructions Want Focus? HOW to do Lean Startup 1 1 3 2 2 1 2 3 1 1 1 2 9 2 2 1050 11000 250 200 1000 1050 11K 250 200 1000 1 2 9 2 2 1050 5500 27.7 100 500 ?

83. Blog Facebook ads Lean Conference Cold emails Founder Institute Overwhelmed? What to do Next and HOW to do it Overwhelmed? HOW to do Lean Startup Overwhelmed? HOW to find your Product-Market Fit Want Focus? Step-by-Step Lean Startup Instructions Want Focus? HOW to do Lean Startup Get 1-on-1 Mentoring Now Facebook Ads Overwhelmed? HOW to find your Product-Market Fit Get 1-on-1 Mentoring Now 1 1 3 2 2 1 2 3 1 1 1 2 9 2 2 1050 11000 250 200 1000 1050 11K 250 200 1000 1 2 9 2 2 1050 5500 27.7 100 500 Start your Lean Video Course Get the Cust. Dev Workbook Facebook Ads Overwhelmed? HOW to find your Product-Market Fit Start your Lean Video Course ?

84. OFFER DESIGN

85. PROBLEMS IT SOLVES 1. WHY DO WE INTERVIEW? 2. DEVELOP MARKETING STRATEGY 3. WHERE TO MARKET, WHAT TO SAY

86. BETTER STARTUP MARKETING

87. ?’s

88. SUMMARIZE

89. Channel Message Call to Action AN OFFER IS…

90. PROBLEM-CENTRIC MESSAGING 1. PROBLEMS - NOT SOLUTIONS 2. EMOTIONAL 3. SHORT 4. ASK QUESTIONS 5. IT’S ABOUT “YOU”

91. TAKEAWAYS

92. SUMMARIZE

93. CUSTOMERS BUY WHAT?

94. 5 STEPS OF FOCUS?

95. WHICH STEP TESTS MARKETING?

96. WHICH STEP TESTS SALES?

97. WHAT’S THE DIFF. EARLY ADOPTERS VS EARLY MAJORITY?

98. HOW/WHERE DO YOUFINDFIND YOUR EARLY ADOPTERS?

99. WHO DESIGNS YOUR MARKETING STRATEGY?

100. WHEN WILL THEY DESIGN IT FOR YOU?

101. TAKEAWAYS

102. FOCUS Framework

103. BUILDING STUFF THAT SELLS

Building stuff that sells

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