In2Lex 2011: Traction and Exit (The End of the Beginning)
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Presentation at In2Lex conference in Lexington, KY 4/18/2011
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In2Lex 2011: Traction and Exit (The End of the Beginning)
- 1. Traction & Exit…The End of the Beginning In2Lex Startup Advantage Conference 4/18/11 Robert Pease, VP Marketing @Gist -> Marketing at Research In Motion @ReplyToAll
- 2. Last Slide First Have a plan, make changing it painful, realize it will be wrong Master your funnel mechanics – get traction, scale follows Know your strategic landscape The deal is just the beginning (not the end) #suadv Robert Pease/@ReplyToAll You can thank Zach Nelson CEO of Netsuite for this slide
- 3. Plan vs. Reality #suadv Robert Pease/@ReplyToAll
- 4. 2x.5 – Twice as long, half as much User growth plans – forecast vs. actual #suadv Robert Pease/@ReplyToAll
- 5. Mitigate technology AND market risk #suadv Robert Pease/@ReplyToAll
- 6. Know your target customer….by name #suadv Robert Pease/@ReplyToAll
- 11. Events
- 12. Affiliates
- 13. Direct Outreach
- 14. Ads*
- 15. Pony Giveaway
- 16. Referrals
- 18. Daily active users & week over week % growth
- 19. Engage & promote
- 21. “Choke points”Robert Pease/@ReplyToAll *See me later for a rant on ads
- 22. Meet the man in the chair… What was it you wanted to sell me? http://www.youtube.com/watch?v=nXG7zYWKHGU #suadv Robert Pease/@ReplyToAll
- 24. Across traditional & new
- 27. CRM
- 30. Tweet
- 31. Comment
- 32. Call
- 34. Activity report
- 36. Show your work
- 37. Reference contact history#suadv Robert Pease/@ReplyToAll
- 41. Opportunity…and to make sure you are talking to the right people (product). Robert Pease/@ReplyToAll
- 42. Let’s make a deal… #suadv This is is not the end. Do or do not. There is no try.* Deals die at least once Plan for it not to happen Keep your team focused. Be as transparent as possible. It will (probably) leak Keep customer & vendor agreements plain vanilla Trust your lawyer or get a new one. It will take longer than you think. Robert Pease/@ReplyToAll *Yoda
- 43. Closing! Celebrate your success… …but don’t forget about retention, integration, alignment and many, many other things. #suadv Robert Pease/@ReplyToAll
- 44. A whole new world… #suadv WHO ARE YOU ? Robert Pease/@ReplyToAll
- 45. Your questions? Robert Pease, VP Marketing @Gist -> Marketing at Research In Motion robertcpease@gmail.com 206.237.0397 @ReplyToAll Slides available: slideshare.net/robertcpease #suadv
Notas do Editor
- I am an operatorMy experience, my opinion2-2-1; 10 yr results from the VC fund of “me”
- Think thru what you want to do, then start doing it. Pivot is not a point of pride. Iterate and learn but if you are not focused/knowledgeable on a problem out of the gate, then it will be a rough rideMarketing success is best viewed thru the sales pipeline regardless if you have sales people on staff or not – actually your goal is to close customer without a single touch – then swarm them with support. Sales = supportKnow the players, the pieces and the dynamics. When Co A buys B, see if your landscape provide a frame of reference and justificationThis is not about starting a business (startup) this is about running a business and one path out is to become part of someone else. Other paths include a brick wall and doing it alone. Do not be obsessed with exit.
- Have a plan and make changing it painfulKnow it and recite it
- When you start you have hypothesis and assumptionsYou will overstate your successYou will learn as you goYour forecasts will become better based on your operational knowledgeStartups are hard…
- Technical Risk – does it work?Market Risk – does anybody care…and will they pay for it?
- Talk to them oftenThey won’t want to hurt your feelingsBefore->During->AfterWrite a narrative…That people care aboutAnd you can cost-effectively reach themIdentify and plan for latent vs. realized demand
- There is only 1 silver bullet and it is coors light – marketing will not save youLaunch is a process not an eventIf you product sucks, your product sucks and users will vote with their attention
- This ad first appeared in 1958Business fundamentals do not changeDon’t think this time is differentThe tools, tactics, and technology may be but people still make buying decisions
- InternalSpread the word – deal team + knows you..Who can you help, what is your expertise, don’t want to be toldYou will have more process than you had before