Startup Marketing in a nutshell answers the fundamental question as to where a startup must start with their marketing. Every business is different and there is no silver bullet but we can learn from experience to answer why we need to do marketing and what that entails. The why, what, how and when references Lean Startup Engines of Growth, Ash Maurya's Three Stages of a Startup and the Business Model Canvas before detailing the marketing tools, tactics and outlook required for Startup Marketing Success. Includes link to download One Page Marketing Plan.

1. STARTUP
MARKETING
IN A NUTSHELL
The Why, What,
How and When?

2. Marketing is important, right?
BUT – where do I start as a startup?

3. Dry Cleaner
Electrician
Every business is different
Food Flavour Ingredient
Examples of
business I have
met this yearWedding Planner
Swimming Instructor
Flood Remediation Engineer
Medical Organiser Diary
Special Offers App
Branded Football Boot
Cloud Document Management
Industrial Calibration
Ergonomic Riding whip
Self cleaning rainwater gutter
Marketing Automation System
Branded Iced Tea
Events Organiser & Fundraiser

4. 4
No Silver Bullet
SO :-

5. 5
Why?
What?
How?
When?
Who?
Marketing
Most pictures courtesy of morguefile.com

6. 6
as in What are you hoping to achieve?
Why ‘do’ Marketing?

7. Understand
the Market
Deliver
Sales
Generate
Interest
Create
Awareness
Marketing can help you determine the focus for
your business right now!

8. 8
What ‘is’ Marketing?

9. 9
Marketing is firstly about you (the
team/business) and your Customer
Problem/Solution Fit Product/ Market Fit Scale
How do I accelerate
growth?
Problem worth
solving?
Source: Three Stages of a Startup, ‘Running Lean’ by Ash Maurya
‘Must Have’ Product

10. 10
Sustainable growth is when
new customers come from the
actions of previous customers
Eric Ries, The Lean Startup
ENGINES OF GROWTH

11. So, your Business & Customer profile
determines approach to
Marketing
ViralPaid Sticky
Cost of
acquiring
customers
paid for out of
revenue.
when the rate of
new customer
acquisition
exceeds the
churn
Growth happens
as a
consequence of
customers using
the product.

12. As reflected in your BUSINESS MODEL
[NB: test each assumption]

13. ON BASIS THAT
Only when product/market fit has
been achieved should you allocate
significant expenditure to Marketing.

14. 14
HOW … ?
Marketing Tools

15. HOW DO WE
GET
KEEP
and
GROW
CUSTOMERS?

16. Understand
the Market
Deliver
Sales
Generate
Interest
Create
Awareness
Refer back to Objectives of Marketing
Market Research
= Knowledge &
Understanding
Marketing Communication
= Information, Buzz, Understanding,
Assist with Decision Making
Value Proposition
= Help the Customer
to Buy

17. A ‘REMARKABLE’
PRODUCT SOLUTION
FEATURES
PACKAGING
CUSTOMER SERVICE
GUARENTEES
THE BUSINESS
CASE
BENEFITS
AVAILABILITY
[ROUTES TO MARKET]
….. Seth Godin
BRILLIANT
STAFF
PROCESS

18. PRICING THAT WORKS

19. Highly
recommended

20. ABILITY TO GRAB ATTENTION
OF TARGET AUDIENCE

21. Promotional Mix
• Text Message
Marketing
• Special
promotions
• Point of Sale
• Sponsorship
• Website + SEO
• Blog
• Social Media
• Online advertising
(SEM to include
Landing Pages)
• Business vehicle
• Public Relations
• White Papers
• Events
• Competitions &
Awards
• Advertising
• Testimonials
• Referrals
• Channel Partners
• QR Codes
• Personnel Selling
• Networking
• Trade Shows
• Business Cards
• Compliment Slips
• Brochures + flyers
• Direct Mail
• Videos
• Packaging
• Email Marketing

22. But, lots of ways to SPEND money?
TRICK – to know (learn) what works!

23. EXPERIMENT-MEASURE-LEARN
ideas
EXECUTE
campaign
MEASURE
data
LEARN
BE CREATIVE
Start with low
cost channels
and tactics
that worked
for others
then be BOLD!
….. thanks Eric!

24. FOCUS ON SMALL
NUMBER
OF MARKETING
ACTIONS AT A
TIME ….
If you do everything right in the early stages and you’re lucky,
startup marketing eventually just becomes marketing.
Sean Ellis, Startup Marketing.com

25. 25
When … ?
Marketing Tactics

26. Marketing Action
Profile Market
Identify Ideal
Customer
Business Cards
Website | Email | Networking
Primary
Research
Prototype(s)
Launch | Branding | Brochures |
Signage | Trade Shows | SEO / SEM |
Social Media | White Papers /
Testimonials | PR / Bloggers | CRM
TRIAL & SIGN
UP
Repeat
Customers
Advertising |
Partners /
Support
Assess Growth Options – New
Markets/ Segments | Products |
Business Models | Pricing |
Staff/ Resources
Start here

27. 27
Who?

29. No ‘Marketing’ department yet!
Use
Expert
Advisors
&
Mentors

30. Because Startups are in SEARCH mode

31. 31
Pulling it All
Together
www.startuphughes.com/blog/one-page-
marketing

32. … by Donncha Hughes
Twitter: @donnchadhh
Business Advisor, Mentor & Trainer
Contact Details
• Marketing & Sales to include Web Site
Content, Event Management, PR, Events, +
Market Research
Websites: www.startupwebtraining.com and
www.startuphughes.com
• Business Plans, business planning, lean
startup, financial projections + grant
applications