Another marketing 101 presentation for the teams of TheHive by Gvahim Accelerator Program at Tel Aviv University. TheHive is a 6 month program for new & returning immigrants to Israel. More details about the program can be found here: https://gvahim.org.il/Default.aspx?KPages=692

1. Dvir Reznik
@dvirreznik
dvirreznik.com

3.  What problem does your product solve?
 Who are you selling it to?
 Are they aware of the problem?
 Will they be willing to pay for it?

4. Sometimes, it‟s about creating a solution for a
„problem‟ people didn‟t know existed

5. Thin slicing
Thick slicing

6. Source: Adapted from Nir Eyal, nirandfar.com

7. Is it a Painkiller or a Vitamin?
• Obvious need
• Quantifiable market
• Monetizable
• Emotional need
• „I feel good‟
• Market unknown

9. Channels
User
Acquisition
SEO/ASO/SEM
Messaging Product Analytics
Working with
the Media
Community Online

10. Google Analytics
Fiverr
oDesk / eLance
OneHourTranslation
Dropbox/Copy
HARO (Help A Reporter Out)
Twitter lists
Distimo Monitor
Google Keywords Tool
Unbounce
MailChimp
Asana
SurveyMonkey
TestFairy
AppCodes.es
LinkedIn Groups
Facebook pages
Campus London EDU
PAUG
Optimizely

12. What did I do yesterday and
how it performed?
What I‟m doing today
What am I doing tomorrow?

13. Source: The Lean Startup by Eric Ries

15. App Stores (official & others)
Email marketing
Blog
Social/Digital
SEO & SEM
Partnerships & Co-promotions
PR and bloggers
High volume
High conversion
Low cost

17.  Acquisition: users download from various channels
 Activation: users enjoy 1st visit, a happy experience
 Retention: users come back, open app multiple times
 Referral: users like our app enough to refer others
 Revenue: users conduct some monetization behavior
Source: Dave McClure

18.  Notifications
 Invites
 Rate Us
 Badge icons
 Emails
 App Store Optimization
 Website Optimization

19.  CPC, CPD, CPA
 Lots of mobile ad networks
 Test first, campaign later
 Facebook App Center & App Install
 Twitter Ads

20.  Name
 App icon
 Category
 Screenshots
 Description
 Rating
 Reviews
 Be Creative
 A/B test everything

21. Product
TimingStory

23.  Know the narrative(s)
 Find your customer‟s internal trigger (as
opposed to external trigger)
 „Every time the user [trigger], they [my
product]‟
“Every time the user feels
lonely, they open Facebook”

24.  Serendip & Whitney Houston
 Twitter @ SXSW
 Onavo & AT&T
 Sync your calendars
 Ride on major events/themes

25.  Features that improve conversion
◦ 80% - optimize existing features
◦ 20% - develop new features
 No right or wrong – A/B Test, a lot
 Measure
 Repeat

27. Like The Web, But A Lot Harder
- Sean Byrnes, Flurry CTO

28.  Retention – month/month active users
 Engagement – increase active users
 Monetization – make money 

29. “The people who signed up in the first
month: Are they still using it today?
Often in social startups you‟ll see
people sign up, use it for a couple of
months, and then never use it again.
This weird effect where, because your
sign-up rate is so high, your active
users seems to stay pretty much the
same. Like a revolving door.”

30.  Funnel analysis
 Social sharing
 Demographic data
 Tracking time and location  context
 Optimize signup process
 Push notification
 Rate Us
 Update Version
 Email marketing

32. The Fact That You Exist
– Not News

35.  Research your audience (aka the press)
 Don‟t spam
 Perfect your elevator pitch
 Twitter lists
 G+ for tech pundits and journalists
 Facebook – rally your troops

38.  Start early (Soluto)
 Choose your markets (Waze)
 Be creative (Rovio)
 Give back (Google giveaways)
 Publicize your users (Onavo)

39.  Time to first share
 length of sharing period
 k factor (how many new users
does each user bring in)  larger
than 1

42.  Web to Mobile
 Downloads, not page views
 Engagement
 Cross-sale portfolio apps with
partners

43. Dvir Reznik | @dvirreznik | dvirreznik.com

44.  Marketing & PR dude for startups
 Past:
◦ Onavo, Director of Marketing
◦ Intlock, VP Sales & Marketing
◦ IBM Software
 Online: dvirreznik (everywhere)