Don't want to spend $700 of your hard-earned $5000 savings on marketing your new business? You shouldn't. Ever. Here's how you can pitch your startup to paying customers in 30 secs, make your own logo in 5 mins, build your own web presence in <1><$10 month. The secret? Some Smarts, alot of Sweat and a whole lot of Hustle.

1. 23 March @ DEFY VENTURES WORKSHOP
DIY Marketing,
Branding & Digital
for Startups
• “Time is Money”: Describe your biz to customers < 30 secs - Maritza Reveron
• “Your 1st Logo”: Get smart about logos, and get it done < 5 mins - Pebble
• “Get your business online yourself in 60 mins” - Vijay R
• “You can market your own Startup from $10/mth. Year round” - @SulinLau

2. Describe your product/
service to customers
in < 30 secs
Impossible?

3. Elevator Pitch

4. What can you do in 30

8. Showtime for your business

9. “So, Robin…what do you do?”
• Your elevator pitch is:
– A short summary of your service, product, or
company and how it adds value to customers
– A useful tool for communicating core
information quickly
– A tool that will hopefully lead to a longer
conversation with potential clients down the
road

10. 7 Tips for Developing Your EP
• Have a goal
• Know your audience
• Focus on what you
actually do
• Tell a brief story
• Throw in a couple
numbers
• Make sure you have a
hook (Value Prop)
• Be conversational

11. Startup Logo
in Under 5 mins
Impossible?

12. Thinking smart
about startup logos
These are the ONLY things you need to
remember - listen up!

13. Web Presence in an hour
Building web presence in an hour for less
than $100
Impossible?

14. Really? Just one hour?
Probably like 2 to 3 hours, but 1 hour sounds good for the title :)

15. Really? Just 100$?
Yes, Really !!

16. Let's get started
Total Cost so far : $0

18. Ingredients for a basic website
• Domain Name
• Logo / Tag Line
• Design
• Content (Text)
• Images and Videos
• Contact Information

19. Domain Name
Physical Address:
12345 King Street
Brooklyn
New York
Online Address:
http://www.joespizza.com

20. Where to buy a domain name?
• Namecheap
• Gandi
• Name
• Go Daddy :(

21. Total so far
$11

22. Domain name tips
• short
• easy to remember
• indicative of your business
• .com instead of .org, .net, .us etc
• Whoisguard subscription

23. Ways to build a website
• Hire a agency
• Hire a freelancer
• Hire a high school kid
• Build an about.me page
• Do It Yourself, using website builders

24. Website builders
• About.me (good start, might not be enough)
• Weebly
• Wix
• Strikingly
• Squarespace
etc

25. Strategy?
Get started with About.me - very quick and easy
BUT
Use weebly (or wix or squarespace) to build a multi page website

26. Tips for efficient design
• Decide number of pages
• Decide what goes into each page
• Make the pages short, simple and easy to read
• Write the outline of the website on paper before starting to build it

27. "Assembling" a website

28. Editing a weebly page

29. How much did we spend?
For one year:
Domain Name - $11
About.me - $0
Weebly.com - 4.08 * 12 = ~49
Total : $60

30. Next Steps
• Poke around wix, weebly etc
• Pick one
• Buy a domain name
• Make an "About.me" page
• Make a complete website
Need help? We're here :)

31. Think about ...
• Email Marketing (Mailchimp, SendGrid etc)
• Tracking (Google Analytics etc)
• Social Media (Twitter, Facebook etc)
• Coupons (Groupon, Living Social etc)
• Memberships for your customers

33. Marketing Your Startup
for Next to Nothing
Impossible?

34. ....Which kind of
entrepreneur are you?
the kind with more cash, less time/sweat
the kind with less cash, but more hustle

35. 2009-2012
$57mil p.a.
A&P budget

36. 2009-2012 2013
$57mil p.a. $14.95 for
A&P budget 4 months
(200 namecards)

37. How?

38. Paid + Owned + Earned

39. Paid + Owned + Earned
(in $$ cash)
(Not “Free”, just paid
for in Hustle & Heart)

40. Paid + Owned + Earned
Paid Owned Earned
Big Company
Startup
0 25 50 75 100

41. Paid + Owned + Earned
• Namecards (B/w @ $5)
• Print Flyers $15
• Location-specific biz: Small ads/classifieds
• Very niche/specialized: Google Adwords $30-50/mth
• Web $0-10 month

42. Paid + Owned + Earned
THINK: What ‘Marketing + Media Assets’ do you already own?
• Your own friends and family, and their connections
• Your knowledge/expertise/experience in your head - just needs to be
written down, documented
• Website
• Your physical space and/or location - walls, windows, counters, toilets
• Your products (their packaging, receipts, bill statements, sizing tags, stickers)
• Your happy customers
• Your future employees
• Your everyday comms: emails and letters and envelopes
• Your vehicles (and your friends’ ad families’!)
• You! (your apron, cap, notebook, wristband, even your famous
catchphrases)

43. Paid + Owned + Earned
THINK: Which areas can you out-sweat, out-perform others?
• Video/Music - YouTube
• Long-form Writing/Blogging
• Short form Writing - Tweets, Tumblr
• Pictures/Visual design/style - instagram, Pinterest Basically, whatever
• Humour/Comedy/Acting
• Public Speaking it is you do well,
• Proving logically/ proving efficacy
• Networking/ Connecting in big rooms make something
• Networking/ Connecting online shareable and ask
• 121 persuasion/selling
• Story-telling help to share it
• Getting people to do favours for you
• In-depth/specialist area knowledge and experience - slideshare
• Local area/community contacts no one else has - googlegroups
• Making customers say nice things about you - Youtube
• .... or have friends that will gladly help you out for free

44. e-flyers +
piggyback media
- free!

45. Piggyback media??
I ASK people i meet to piggyback on their networks and connections and fans
• people who belong to large, relevant Google groups (invite me or post for me)
• Personal networks (write me an intro or allow me to say “Shana dressler recommended we speak”)
• Mailing lists/ Newsletters (help me blast this out)
• Association/Club Member lists (help me blast this out)
• Large facebook following >1000 (share this link or share this photo or share this blog)
• Twitter following >1000 (retweet me)
• Active Message or Bulletin boards (help me post or allow me to post)
• Events / Panels / Conferences / Meetups (let me plug, help introduce me to so and so)
• Board or Roundtable meetings (let me plug, help introduce me to so and so)
• Business Plan Competition (let me observe or judge)
• Those scheduled to speak to small biz financing (include 2 slides from me about Kiva Zip)

46. Invade events your customers
are likely to attend.

48. Business Cards

49. so... based on a list our
your business concepts....

50. Marketing for startups is only
1% cash, 9% luck, 90% sweat.
The more stuff you put out,
the more people you ask to piggyback,
the more “sweat” you put into good content,
the more attention you put into tagging content well.
....the luckier you will get.

51. If you’ve got questions:
Sulin.lau@fellows.kiva.org

52. Thank You
& Questions