SlideShare una empresa de Scribd logo
1 de 20
Descargar para leer sin conexión
T.A. McCann –Strategies for market and customer research
                                             @tamccann
• Customer research vs. market research
• Know your users/customers
• Find and nurture the new influencers
• Bake customer engagement into your
  company
• Build a tribe – engage and communicate




                                           2
Market research
• Market research is basically bullshit – invest limited
  time, customers and traction are more important

• Find a few numbers that work, stick with those, then
  move on
   – E.g. - 400M people have MS Outlook, but there is no
     social network integration

• What are the key trends that support your
  marketspace growth?
   – E.g. – more connections, more networks, more
     posts…(users need a way to focus attention)

                                                           3
Find your market-space/competition




                                     4
5
6
Build a map toward success




                             7
A valuable target customer
                            •   Business professional
                            •   Places high value of relationships (>8/10)
                            •   Has significant (>50%) of key relationships outside company
                            •   >5 meetings/week with outside people (more/new is better)
                            •   Uses technology to gain information advantage
                            •   Actively builds and manages his network

                            •   Pays monthly information service fees
                                (mobile, CRM, wiki, contact manager… (more is better)
People like this include;
T.A.                        •   Roles include (execs, sales, recruiter, PR, journalists, lawyers…)
Brad                        •   Influencer of others and/or small teams
Buzz
Kendall                     •   Technical, early but not bleeding edge adopter
Brandt
Miles Austin
Dave Thomas (WSGR)          •   Often fits in GTD category as well
                            •   Reads books like “never eat alone” or “4 hour work week”
                            •   Attends “networking” events or activities

                                                                                               8
Use a survey to capture and scale




Gist survey – with over 6500 responses - http://www.surveymonkey.com/s/ZTH5BJR

                                                                                 9
My post with a process - http://tamccann.com/finding-the-right-beta-users/
Tim Ferris/Noah Kagan - http://twurl.nl/vquqtg
                                                                             10
Map real people <--> personas
Kevin Spidel
                                "I am the Managing Director of an
                                international PR firm and am very active on
                                the social web. Gist allows me to cut through
                                the noise and manage my contacts directly. I
                                am able to monitor what matters... the
                                relationship."



Managing Director
Patriot Strategies
http://patriotstrategies.com
Washington, DC, USA
5300 contacts, 1279 companies
Leverage your network to find more




                                     12
Startup secrets - finding your first and best users
Startup secrets - finding your first and best users
Influence the influencers
Develop a culture of engagement
Friends of Gist – customers are people too
Create moments of delight and AMPLIFY
Send regular status (2 weeks)




                                19
Go make something great!
                             T.A. McCann
                           tam@gist.com
                              @tamccann

Más contenido relacionado

Más de T. A. McCann

T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017
T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017
T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017T. A. McCann
 
Building your own social media presence and connections (tips, tools and tech...
Building your own social media presence and connections (tips, tools and tech...Building your own social media presence and connections (tips, tools and tech...
Building your own social media presence and connections (tips, tools and tech...T. A. McCann
 
Founders Institute_ startup strategies for finding and nurturing your first c...
Founders Institute_ startup strategies for finding and nurturing your first c...Founders Institute_ startup strategies for finding and nurturing your first c...
Founders Institute_ startup strategies for finding and nurturing your first c...T. A. McCann
 
T.A. McCann_ startupweekendclass_2011_product development
T.A. McCann_ startupweekendclass_2011_product developmentT.A. McCann_ startupweekendclass_2011_product development
T.A. McCann_ startupweekendclass_2011_product developmentT. A. McCann
 
Ux design for many screens seattle interactive conference 110311
Ux design for many screens seattle interactive conference 110311Ux design for many screens seattle interactive conference 110311
Ux design for many screens seattle interactive conference 110311T. A. McCann
 
New workstlye online event ta mccann (gist) + eric koester (zaarly)
New workstlye online event  ta mccann (gist) + eric koester (zaarly)New workstlye online event  ta mccann (gist) + eric koester (zaarly)
New workstlye online event ta mccann (gist) + eric koester (zaarly)T. A. McCann
 
T.A. McCann_ founders institute_2011_product development
T.A. McCann_ founders institute_2011_product developmentT.A. McCann_ founders institute_2011_product development
T.A. McCann_ founders institute_2011_product developmentT. A. McCann
 
Gist_creating your personal brand, using your community and listening
Gist_creating your personal brand, using your community and listeningGist_creating your personal brand, using your community and listening
Gist_creating your personal brand, using your community and listeningT. A. McCann
 
Gist_ Keith Ferrazzi_Business Relationship Masters Academy
Gist_ Keith Ferrazzi_Business Relationship Masters Academy Gist_ Keith Ferrazzi_Business Relationship Masters Academy
Gist_ Keith Ferrazzi_Business Relationship Masters Academy T. A. McCann
 
Founders Institute_Seattle_ strategies for market research
Founders Institute_Seattle_ strategies for market researchFounders Institute_Seattle_ strategies for market research
Founders Institute_Seattle_ strategies for market researchT. A. McCann
 
Defrag app stores and the open letter to the cto
Defrag app stores and the open letter to the ctoDefrag app stores and the open letter to the cto
Defrag app stores and the open letter to the ctoT. A. McCann
 
Listening and influence for non-profit success with Gist
Listening and influence for non-profit success with GistListening and influence for non-profit success with Gist
Listening and influence for non-profit success with GistT. A. McCann
 
Techstars- finding the right customer and leveraging your network
Techstars- finding the right customer and leveraging your networkTechstars- finding the right customer and leveraging your network
Techstars- finding the right customer and leveraging your networkT. A. McCann
 
Gist how CEOs can win with social media
Gist how CEOs can win with social mediaGist how CEOs can win with social media
Gist how CEOs can win with social mediaT. A. McCann
 
Gist for lotus notes public
Gist for lotus notes publicGist for lotus notes public
Gist for lotus notes publicT. A. McCann
 
Metrics, marketing and influencer engagement from the founder of Gist.com - T...
Metrics, marketing and influencer engagement from the founder of Gist.com - T...Metrics, marketing and influencer engagement from the founder of Gist.com - T...
Metrics, marketing and influencer engagement from the founder of Gist.com - T...T. A. McCann
 
T.A. Mc Cann Univ of Washington business plan tips
T.A. Mc Cann Univ of Washington business plan tipsT.A. Mc Cann Univ of Washington business plan tips
T.A. Mc Cann Univ of Washington business plan tipsT. A. McCann
 
Gist_general overview for UW Net Econ class
Gist_general overview for UW Net Econ classGist_general overview for UW Net Econ class
Gist_general overview for UW Net Econ classT. A. McCann
 
Defrag Panel _Filtering information through a social network _ Tamccann
Defrag Panel _Filtering information through a social network _ TamccannDefrag Panel _Filtering information through a social network _ Tamccann
Defrag Panel _Filtering information through a social network _ TamccannT. A. McCann
 
Funding your ideas (angel or VC) - thoughts and ideas
Funding your ideas (angel or VC) - thoughts and ideasFunding your ideas (angel or VC) - thoughts and ideas
Funding your ideas (angel or VC) - thoughts and ideasT. A. McCann
 

Más de T. A. McCann (20)

T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017
T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017
T.A. McCann_ thefamily_customerdeveliopment and lead scoring_april2017
 
Building your own social media presence and connections (tips, tools and tech...
Building your own social media presence and connections (tips, tools and tech...Building your own social media presence and connections (tips, tools and tech...
Building your own social media presence and connections (tips, tools and tech...
 
Founders Institute_ startup strategies for finding and nurturing your first c...
Founders Institute_ startup strategies for finding and nurturing your first c...Founders Institute_ startup strategies for finding and nurturing your first c...
Founders Institute_ startup strategies for finding and nurturing your first c...
 
T.A. McCann_ startupweekendclass_2011_product development
T.A. McCann_ startupweekendclass_2011_product developmentT.A. McCann_ startupweekendclass_2011_product development
T.A. McCann_ startupweekendclass_2011_product development
 
Ux design for many screens seattle interactive conference 110311
Ux design for many screens seattle interactive conference 110311Ux design for many screens seattle interactive conference 110311
Ux design for many screens seattle interactive conference 110311
 
New workstlye online event ta mccann (gist) + eric koester (zaarly)
New workstlye online event  ta mccann (gist) + eric koester (zaarly)New workstlye online event  ta mccann (gist) + eric koester (zaarly)
New workstlye online event ta mccann (gist) + eric koester (zaarly)
 
T.A. McCann_ founders institute_2011_product development
T.A. McCann_ founders institute_2011_product developmentT.A. McCann_ founders institute_2011_product development
T.A. McCann_ founders institute_2011_product development
 
Gist_creating your personal brand, using your community and listening
Gist_creating your personal brand, using your community and listeningGist_creating your personal brand, using your community and listening
Gist_creating your personal brand, using your community and listening
 
Gist_ Keith Ferrazzi_Business Relationship Masters Academy
Gist_ Keith Ferrazzi_Business Relationship Masters Academy Gist_ Keith Ferrazzi_Business Relationship Masters Academy
Gist_ Keith Ferrazzi_Business Relationship Masters Academy
 
Founders Institute_Seattle_ strategies for market research
Founders Institute_Seattle_ strategies for market researchFounders Institute_Seattle_ strategies for market research
Founders Institute_Seattle_ strategies for market research
 
Defrag app stores and the open letter to the cto
Defrag app stores and the open letter to the ctoDefrag app stores and the open letter to the cto
Defrag app stores and the open letter to the cto
 
Listening and influence for non-profit success with Gist
Listening and influence for non-profit success with GistListening and influence for non-profit success with Gist
Listening and influence for non-profit success with Gist
 
Techstars- finding the right customer and leveraging your network
Techstars- finding the right customer and leveraging your networkTechstars- finding the right customer and leveraging your network
Techstars- finding the right customer and leveraging your network
 
Gist how CEOs can win with social media
Gist how CEOs can win with social mediaGist how CEOs can win with social media
Gist how CEOs can win with social media
 
Gist for lotus notes public
Gist for lotus notes publicGist for lotus notes public
Gist for lotus notes public
 
Metrics, marketing and influencer engagement from the founder of Gist.com - T...
Metrics, marketing and influencer engagement from the founder of Gist.com - T...Metrics, marketing and influencer engagement from the founder of Gist.com - T...
Metrics, marketing and influencer engagement from the founder of Gist.com - T...
 
T.A. Mc Cann Univ of Washington business plan tips
T.A. Mc Cann Univ of Washington business plan tipsT.A. Mc Cann Univ of Washington business plan tips
T.A. Mc Cann Univ of Washington business plan tips
 
Gist_general overview for UW Net Econ class
Gist_general overview for UW Net Econ classGist_general overview for UW Net Econ class
Gist_general overview for UW Net Econ class
 
Defrag Panel _Filtering information through a social network _ Tamccann
Defrag Panel _Filtering information through a social network _ TamccannDefrag Panel _Filtering information through a social network _ Tamccann
Defrag Panel _Filtering information through a social network _ Tamccann
 
Funding your ideas (angel or VC) - thoughts and ideas
Funding your ideas (angel or VC) - thoughts and ideasFunding your ideas (angel or VC) - thoughts and ideas
Funding your ideas (angel or VC) - thoughts and ideas
 

Último

0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdfBloomerang
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loansujat8807
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024Nate Evans
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfmeftaul987
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfInsightsSuccess4
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandakashm530190
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersFlyyx Tech
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills sgodxzyrox
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryDennisViau
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...Khaled Al Awadi
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfLouis Malaybalay
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAYLouis Malaybalay
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdflebob12
 

Último (20)

0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loan
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
WAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdfWAM Corporate Presentation Mar 12 2024.pdf
WAM Corporate Presentation Mar 12 2024.pdf
 
10 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 202410 Tips for Great Teams CSUN Conference 2024
10 Tips for Great Teams CSUN Conference 2024
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 
A Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdfA Case Study On SQUARE GROUP Bangladesh.pdf
A Case Study On SQUARE GROUP Bangladesh.pdf
 
The 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdfThe 10 Most Influential Women Making Difference In 2024.pdf
The 10 Most Influential Women Making Difference In 2024.pdf
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 
unfinished legacy it is a clothing brand
unfinished legacy it is a clothing brandunfinished legacy it is a clothing brand
unfinished legacy it is a clothing brand
 
How The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K SubscribersHow The Hustle Milestone Referral Program Got 300K Subscribers
How The Hustle Milestone Referral Program Got 300K Subscribers
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills s
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the Industry
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...NewBase  14 March  2024  Energy News issue - 1707 by Khaled Al Awadi_compress...
NewBase 14 March 2024 Energy News issue - 1707 by Khaled Al Awadi_compress...
 
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdfCORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
 
WAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdfWAM Corporate Presentation Mar 12 2024_Video.pdf
WAM Corporate Presentation Mar 12 2024_Video.pdf
 
pitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdfpitchdeck ORPC 2019 data info turine.pdf
pitchdeck ORPC 2019 data info turine.pdf
 

Startup secrets - finding your first and best users

  • 1. T.A. McCann –Strategies for market and customer research @tamccann
  • 2. • Customer research vs. market research • Know your users/customers • Find and nurture the new influencers • Bake customer engagement into your company • Build a tribe – engage and communicate 2
  • 3. Market research • Market research is basically bullshit – invest limited time, customers and traction are more important • Find a few numbers that work, stick with those, then move on – E.g. - 400M people have MS Outlook, but there is no social network integration • What are the key trends that support your marketspace growth? – E.g. – more connections, more networks, more posts…(users need a way to focus attention) 3
  • 5. 5
  • 6. 6
  • 7. Build a map toward success 7
  • 8. A valuable target customer • Business professional • Places high value of relationships (>8/10) • Has significant (>50%) of key relationships outside company • >5 meetings/week with outside people (more/new is better) • Uses technology to gain information advantage • Actively builds and manages his network • Pays monthly information service fees (mobile, CRM, wiki, contact manager… (more is better) People like this include; T.A. • Roles include (execs, sales, recruiter, PR, journalists, lawyers…) Brad • Influencer of others and/or small teams Buzz Kendall • Technical, early but not bleeding edge adopter Brandt Miles Austin Dave Thomas (WSGR) • Often fits in GTD category as well • Reads books like “never eat alone” or “4 hour work week” • Attends “networking” events or activities 8
  • 9. Use a survey to capture and scale Gist survey – with over 6500 responses - http://www.surveymonkey.com/s/ZTH5BJR 9
  • 10. My post with a process - http://tamccann.com/finding-the-right-beta-users/ Tim Ferris/Noah Kagan - http://twurl.nl/vquqtg 10
  • 11. Map real people <--> personas Kevin Spidel "I am the Managing Director of an international PR firm and am very active on the social web. Gist allows me to cut through the noise and manage my contacts directly. I am able to monitor what matters... the relationship." Managing Director Patriot Strategies http://patriotstrategies.com Washington, DC, USA 5300 contacts, 1279 companies
  • 12. Leverage your network to find more 12
  • 16. Develop a culture of engagement
  • 17. Friends of Gist – customers are people too
  • 18. Create moments of delight and AMPLIFY
  • 19. Send regular status (2 weeks) 19
  • 20. Go make something great! T.A. McCann tam@gist.com @tamccann