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April Dunford @aprildunford
Marketing Planning for Startups
Who am I and Why Should You Care?
5 Startups
4 exits
Some Big Companies
9 Product Launches
Currently: COO Tulip Retail
@aprildunford
Speed is a Key Startup Strength
Because the
Internet tell
us to
We like to focus
on tactics and
tactical
execution
We are Drowning in Tactical Advice
So “ultimate” that
there are 16M of
them!	

My personal fav
The Cycle of Marketing Meh
Marketing
Fashion
Assessment
Choose
Tactics
Execute
Tactics
Measure
Results
Drop Bad
Tactics
Where you look at
what everyone else
is doing.
Fast, Stupid Marketing Can Kill You
How Do We Pick Better Tactics
in the First Place?
The Exact Target Customer
Marketing Planning Inputs
The Offering (And the Value)
The Customer Buying Process
Tactical Plan Based on the Above
Target	

Prospect	

Unique
Qualities 	

Pain
Points	

How
They
Learn	

Where
they
Gather	

Prospect Knowledge
Product
Offering	

What do
we Do?	

Alternatives	

Proof	

What is
our
Unique
Value?	

Product Offering
Understand The Buying Process
No Need Need Eval Buy Enjoy Re-new
Knowing
the cost of
not solving
the
problem
Knowing
the Value
of solving
the
problem
Knowing
the value of
your
solution
Why
purchase
now?
Using and
enjoy the
offering
Knowing I
can’t do
without the
offering
Current
solution
good
enough
Value not
compelling
Risks too
high
Not
knowing
how to
evaluate
Great but
not for me
I might
change my
mind
Too much
$
Bad
service,
Bad user
experience
Not using
Decided
there was
no need
Move to
other
solution
Accelerators	

Friction points
Mapping Tactics To The Buying Process
Buying Stage
No Need, Need Eval, Buy Enjoy, Refer, Renew
What Problem-Focused
Content and Programs
Solution-Focused Content
and Programs
Activation &
Engagement-focused
Content, Programs
Examples Problem-Focused
Articles/blog posts,
Industry data, trend
reports, curated
content
Solution-focused Articles/
blog posts, webinars,
events, case studies, ROI
calculators, advertising
Support content, How
to guides, Best
practices guides
Forums, User
Conferences
Where Where prospects are Partly where they are,
partly your turf
Mainly your turf
Purpose Entertain, Educate,
Engage
Educate, differentiate,
move to eval or sell
Experience value,
create raving fans
Action Permission to “market”:
likes, follows,
newsletter/blog
signups
Permission to “sell”: give
contact info, trial sign-up,
purchase
Renewals, Referrals
A Better Cycle
Document
Inputs,
Assumptions
Choose
Tactics
Execute
Tactics
Measure
Results
Analyze and
Check
Assumptions
Assumptions on:	

•  Segmentation	

•  Buying Process	

•  Accelerators/
Friction Points
Examples
Questions?
@aprildunford
Slideshare.net/aprildunford
Rocketwatcher.com
Tulip.io

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Marketing Planning for Startups

  • 2. Who am I and Why Should You Care? 5 Startups 4 exits Some Big Companies 9 Product Launches Currently: COO Tulip Retail @aprildunford
  • 3. Speed is a Key Startup Strength
  • 4. Because the Internet tell us to We like to focus on tactics and tactical execution
  • 5. We are Drowning in Tactical Advice So “ultimate” that there are 16M of them! My personal fav
  • 6. The Cycle of Marketing Meh Marketing Fashion Assessment Choose Tactics Execute Tactics Measure Results Drop Bad Tactics Where you look at what everyone else is doing.
  • 7. Fast, Stupid Marketing Can Kill You
  • 8. How Do We Pick Better Tactics in the First Place?
  • 9. The Exact Target Customer Marketing Planning Inputs The Offering (And the Value) The Customer Buying Process Tactical Plan Based on the Above
  • 11. Product Offering What do we Do? Alternatives Proof What is our Unique Value? Product Offering
  • 12. Understand The Buying Process No Need Need Eval Buy Enjoy Re-new Knowing the cost of not solving the problem Knowing the Value of solving the problem Knowing the value of your solution Why purchase now? Using and enjoy the offering Knowing I can’t do without the offering Current solution good enough Value not compelling Risks too high Not knowing how to evaluate Great but not for me I might change my mind Too much $ Bad service, Bad user experience Not using Decided there was no need Move to other solution Accelerators Friction points
  • 13. Mapping Tactics To The Buying Process Buying Stage No Need, Need Eval, Buy Enjoy, Refer, Renew What Problem-Focused Content and Programs Solution-Focused Content and Programs Activation & Engagement-focused Content, Programs Examples Problem-Focused Articles/blog posts, Industry data, trend reports, curated content Solution-focused Articles/ blog posts, webinars, events, case studies, ROI calculators, advertising Support content, How to guides, Best practices guides Forums, User Conferences Where Where prospects are Partly where they are, partly your turf Mainly your turf Purpose Entertain, Educate, Engage Educate, differentiate, move to eval or sell Experience value, create raving fans Action Permission to “market”: likes, follows, newsletter/blog signups Permission to “sell”: give contact info, trial sign-up, purchase Renewals, Referrals
  • 14. A Better Cycle Document Inputs, Assumptions Choose Tactics Execute Tactics Measure Results Analyze and Check Assumptions Assumptions on: •  Segmentation •  Buying Process •  Accelerators/ Friction Points