A presentation on how to use the lean canvas tool developed by @ash Maurya to test assumption on a new business idea Disclaimer: this content is taken from numerous sources on slideshare and aoAsh Maurya presentation. I do not claim any right on this and used it primarily to demonstrate how the tool works. I highly recommend you check out Ash's slideshare: http://www.slideshare.net/ashmaurya About us: we are a digital agency based in Manly, Sydney's iconic surf spot. We are out of the closets geeks, love the startup world and we built our company to scratch our own itch as we could not find a decent agency doing SEO and CRO, so we built it ourselves. If you are interested to know what we do, here some more info: http://www.inmarketingwetrust.com.au/services/

1. A Manly Entrepreneurs Meetup presentation
by In Marketing We Trust

2. ABOUT FREDDY ‣ MD @ In Marketing We Trust
‣ Geek hidden in a suit
‣ Search marketing background
‣ With Manly Entrepreneurs since 2010
‣ Started business in July 2013
‣ 14 team mates & 100% YoY growth
‣ Charity rally driver
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Goby desert,
Mongolia

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6. DON’T SCATTER GUN
BE SNIPER FOCUS
Spend time and effort targeting
the right people 6

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20. Paid
Inbound
Marketing
PR &
Social
Email &
CRM
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Targeted Facebook ads according to customer emails,
Facebook IDs or phone numbers!!

26. Paid
Inbound
Marketing
PR &
Social
Email &
CRM
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Image credit: @randfish

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Filter out brand
Get data
Pick a large
Timeframe

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Filter out
Brand
Enter
direct
competitor
domain
Export
the list

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Currently ranks
5th with crappy
content
I have the feeling
this one will do a
lot better

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Not relevant
Simple articles are
Getting shares
Is it good and if they
Got links. Maybe a v2
Can leverage buzz
In US?

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We wanted to test the value of sharing something likely to be highly shared and popular like this post
Guy Kawasaki tweet (w/out image) to 2.5Mln
Guy Kawasaki 2nd tweet (w/out image) to 2.5Mln
Shared ourselves &
Built links to article
Started ranking for “top marketing books 2015”

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http://bit.ly/content-generator

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42. Content
35%
Links
50%
Technical
15%
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No matter how cool your content and your tech are = No links = No rankings

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45. Setting relevant objectives
=> Based on your current situation
Big Brand Middle Ground Starter
Typical Large brand Established challenger
companies
Startups, new brands
Main
Challenge
SEO is an after
thought
SEO needs to prove
return in order to grow
SEO is key to survival
and need to deliver fast
Content/
Assets
Lots of assets
including research &
data
Mostly sales oriented
digital assets
Limited to the basics
Authority/
Links
Strong Authority. Tons
of links to homepage
Average, a bit lower
than most competitor
None or very small
Budget Decent budget
(>$20k/mth)
fighting for a piece of
budget ($5-$20k/mth)
Limited budget
(<$5k/mth)
Each situation is unique although 3 typical cases come to mind when it comes
to SEO:
This course covers case specific elements for each sections

46. Young Brand / High Tech => The Disruptor
Internal External
Helpful Strength
PR savvy
Tech savvy
No inhibition
Opportunity
Under the radar of big players
PR Mastery supported by brand
Industry challenger
Harmful Weakness
High competition
No SEO authority
No existing assets
No/Limited Budgets
Threat
SEO Yield too far for return
PR = links=SEO authority
Start hacking your way to SERPs then solidify
Advanced and spotless tech implementation
Leverage users & community to build brand

51. Paid
Inbound
Marketing
PR &
Social
Email &
CRM
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Techcrunch is the daily mail of startups. Glam, gloss and
vanity

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They will see it and share
It too…
Interesting
Let’s say I want some
Influencers to share my
Stories
And I manage to slide in
A good tweet to their
Followers, chances
Are…

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58. 41 folks in
Less than 1 wk

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60. Paid
Inbound
Marketing
PR &
Social
Email &
CRM
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Targeted Facebook ads according to customer emails,
Facebook IDs or phone numbers!!

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Test different
values and
goodies you
can offer in
exchange of
their time

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Groove HQ blog,
one of the best

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69.  Right audience
 Good product
 Right messaging
 Good landing pages
 Good website
 Analyse, Test, Learn

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