1. #opencoffeegr

2. Simple Math:
No Study = Fail
Study = No Fail
-------------------------------------------No Study + Study = Fail + No Fail
(No + 1) Study = (No + 1) Fail
STUDY = FAIL

3. Simple Math:
Marketing = Science
Science = Experiment and Observation
Experiment and Observation -> Success
SUCCESS CAN BE ENGINEERED

4. The classic way
Set goals
Create Action plan
Try
Measure Results
Analyze
Optimize
Learn

5. Tip:
NEVER ARGUE WITH METRICS

6. Sometimes it’s:
Set goals
Create Action plan
Try
Measure Results
Analyze
Optimize
Learn

7. Step #0: Get Prepared
• Understand the market and the competitors
– Never Copy!
– Analyze -> Understand ->Learn -> Improve
• Understand yourself
– Focus on what you can do best

8. Step #1: Define your product
Separate what your product is....
From what you say your product is

9. Things we did wrong:
Fear to define Pinnatta (Cards Vs Messages)
We ended up with 2 main target groups!

10. Step #2: Identify your target group
It will help you decide:
- the right strategy
- the most suitable tools
- the right people

11. Things we did wrong:
- We kept it open to anyone
- We hired the wrong person for Marketing

12. Tip:
Go deeper!
Identify the ideal individual!

13. Here’s ours:
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Her name is Laura. She’s 32.
She is a brunette, nice looking girl
Personal life: complicated
Takes her career seriously; thus not enough time for personal
life
• Friends and Family: Mean everything but has not enough time
• Likes: hung around with friends, go out for fun, watch movies,
listen music, sports

14. Remember:
There is not online and offline anymore.
There’s only sleep and awake!
David Shing – AOL @ TEDxAthens 2012

15. Step #3: Set Goals
Consider:
- The cost
- The effort required
- The resources
- The time!

16. Tip:
Set Realistic Goals!

17. Step #4: Create your funnel
Find the right and shortest way to drive the user from
stage to stage

18. Things we did wrong:
- We had no funnel from the beginning

19. Here’s ours:
Install
Registered
Active user
Sender
Paid Customer
Returning user

20. Step #5: Understand the tools
• Leverage them
• Think of alternative ways to use them

21. Things that worked:
- Hack Appstore: #1 in Canada, Sweden, Norway (top charts in
20 more countries)
- Use Facebook for PR (replace PR firms)

22. Step #6: Create your strategy
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•
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Company Marketing Bible
360 campaign at every consumer’s touch point
Find the right message for each target group
Daily Engagement Plan

23. Tip:
Make your message simple and
swallowable

24. Remember:
WHAT
The Golden Circle
HOW
WHY
Simon Sinek – 2009

25. Step #7: Create your action plan
• Set milestones
• Give authority
• Adapt

26. Tip:
Find the right partner for each goal!

27. Remember:
One thing at a time!

28. Things that worked:
- Facebook UA at $0.18 per completed install
- Daily Usage x3
- PR

29. Take away notes:
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•
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It’s all about performance
You can hack it!
Statistics will show you the way!
Be open minded and adapt!
Put yourself in your customer shoes!

30. Thank you