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ZERO BUDGET MARKETING FOR STARTUPS 
12th October, 2014
Hi, I’m Vidarth Co-Founder @ Stribr 
10/12/2014 
Vidarth Jaikrishnan, Stribr
8 Month old Bootstrapped Company Product Paying Customers 
Stribr = 
10/12/2014 
Vidarth Jaikrishnan, Stribr
8 Month old Bootstrapped Company Product Paying Customers 
Stribr = 
10/12/2014 
Vidarth Jaikrishnan, Stribr
8 Month old Bootstrapped Company Product Paying Customers 
Stribr = 
10/12/2014 
Vidarth Jaikrishnan, Stribr
8 Month old Bootstrapped Company Product Paying Customers 
Stribr = 
10/12/2014 
Vidarth Jaikrishnan, Stribr
2 Very Broad Terms in this presentation 
10/12/2014 
Vidarth Jaikrishnan, Stribr
MARKETING 
10/12/2014 
Vidarth Jaikrishnan, Stribr
START-UP 
10/12/2014 
Vidarth Jaikrishnan, Stribr
THIS PRESENTATION IS SPECIFICALLY FOR 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Tech Product Companies (Leaning B2B) 
10/12/2014 
Vidarth Jaikrishnan, Stribr
How to get your first ‘X’ customers. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Based on what I’ve learnt the hard way 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Hard way = 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Couldn’t get customers Changed our Product after 3 months of trying. Spent another 3 months trying to get our first customer to use the product. Struggled to expand to more customers. Struggling to get payments on time. Co-Founder is broke. Laptop display broke (Rs. 5000 to repair) . 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
All this while having lunch at Amma-Canteen….almost Every Day 
10/12/2014 
Vidarth Jaikrishnan, Stribr
I know a bit about Marketing I know a LOT about Zero Budget 
10/12/2014 
Vidarth Jaikrishnan, Stribr
LET’S GET STARTED 
10/12/2014 
Vidarth Jaikrishnan, Stribr
TEAM PRODUCT MARKET 
10/12/2014 
Vidarth Jaikrishnan, Stribr
TEAM 
10/12/2014 
Vidarth Jaikrishnan, Stribr
PRODUCT 
10/12/2014 
Vidarth Jaikrishnan, Stribr
PRODUCT DEVELOPMENT CUSTOMER DEVELOPMENT 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
GETTING YOUR FIRST ‘X’ CUSTOMERS 
X = 10 – 50 for a B2B Startup 
X = 1000 – 10,000 for a B2C Startup 
10/12/2014 
Vidarth Jaikrishnan, Stribr
How to calculate ‘X’ 
10/12/2014 
Vidarth Jaikrishnan, Stribr
START-UP MARKETING 101 
10/12/2014 
Vidarth Jaikrishnan, Stribr
MARKETING ≠ SOCIAL MEDIA 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
MARKETING = Everything you do communicate your value proposition to your potential customer 
10/12/2014 
Vidarth Jaikrishnan, Stribr
The difference between a great marketer and a lousy one is the ability to understand WHO to market to. 
-Anonymous 
10/12/2014 
Vidarth Jaikrishnan, Stribr
WHO is my customer? 
10/12/2014 
Vidarth Jaikrishnan, Stribr
How do I reach him/her ? 
10/12/2014 
Vidarth Jaikrishnan, Stribr
How to acquire customer #1 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Make a list of all the working professionals you know. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Talk to all of them about your idea/product. Ask them for intros to potential customers. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
You’ll be surprised at how many leads you get. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Go Out and Convert One of these Leads 
10/12/2014 
Vidarth Jaikrishnan, Stribr
This is the hard bit. There is a lot of luck involved 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
MAKE IT HAPPEN 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
Get this first customer to use your product - consistently 
STEP 2 
10/12/2014 
Vidarth Jaikrishnan, Stribr
THIS IS EVEN HARDER. Trust me 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Your Customer 
10/12/2014 
Vidarth Jaikrishnan, Stribr
YOU 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Once again…you’ve gotta make it happen. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
If they are not using your product regularly you have to find out why. This is the true test of your value proposition. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
YOUR #1 Priority 
MAKE CUSTOMER #1 HAPPY 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
STEP 3 
GET CUSTOMER #1 TO PAY 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Okay! Sure… 
Next week 
Then. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Go back to your old list of contacts. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Try to convert as many leads as possible. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Photo Credits: Adarsh Balak on Facebook 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Get referrals from customer #1 . 
10/12/2014 
Vidarth Jaikrishnan, Stribr
These are the easiest leads to convert IF Customer #1 is happy 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Target 10-15 paying customers 
10/12/2014 
Vidarth Jaikrishnan, Stribr
On the way to target 15 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Start Blogging 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Open Social Media Pages to promote your blog. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Choose the right Social Networks. You are NOT going to advertise. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
Inbound Marketing + SEO Takes time. Start now. Be Patient. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
On the way to target 15…here’s what the non tech founder does every day. All day. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
10/12/2014 
Vidarth Jaikrishnan, Stribr
Write Blog Post 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Write Blog Post Talk To Customer 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Write Blog Post Talk To Customer Product Feedback 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Write Blog Post Talk To Customer Product Feedback Get Money 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Write Blog Post Talk To Customer Product Feedback Register the company Get Money 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Write Blog Post Talk To Customer Product Feedback Get Money Register the company Acquire New Customer 
10/12/2014 
Vidarth Jaikrishnan, Stribr
When you finally get to #15 
10/12/2014 
Vidarth Jaikrishnan, Stribr
This method of acquiring customers will not scale beyond this. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Your Company 
Continue to bootstrap. 
Move from Zero budget to Other Marketing Methods. 
Raise $$$ 
Try to Scale Rapidly. Hire team. Invest $ in advertising. 
10/12/2014 
Vidarth Jaikrishnan, Stribr
This is where most startups are 
Image Credit : @stinsondesign on Twitter 
10/12/2014 
Vidarth Jaikrishnan, Stribr
This is where we are 
Image Credit : @stinsondesign on Twitter 
10/12/2014 
Vidarth Jaikrishnan, Stribr
This Deck Is Uploaded on Slideshare 
@vidarth91 
10/12/2014 
Vidarth Jaikrishnan, Stribr 
www.stribr.com/blog
My Co-Founders are more interesting than I am… 
10/12/2014 
Vidarth Jaikrishnan, Stribr
On Twitter 
@rohitp 
@chingucha 
10/12/2014 
Vidarth Jaikrishnan, Stribr
Questions 
10/12/2014 
Vidarth Jaikrishnan, Stribr

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Zero budget marketing