Post on 16-Jul-2015
transcript
The Big Idea
Early adopters have long been entrenched in startup culture. They aren’t enough today. Instead, entrepreneurs need to cultivate early advocates.
“Still the bible for entrepreneurial
marketing 15 years later
[in 2006]”
Tom Byers, Stanford Technology
Ventures Program
I’ll scratch your back. You scratch mine.
Early Adopters Get… • Attention • Special pricing • Amazing support • Hand-holding • Custom features • Show-off status
Entrepreneurs Get… • Revenue • Real-world testing • Use cases • Product input • Go-to-market feedback • Endorsement
Early Adopters Get… • Attention • Special pricing • Amazing support • Hand-holding • Custom features • Show-off status
Entrepreneurs Get… • Revenue • Real-world testing • Use cases • Product input • Go-to-market feedback • Endorsement
Let’s talk about this last one
I’ll scratch your back. You scratch mine.
Ray: You know, it's just occurred to me – we really haven't had a completely successful test of this equipment.
Peter: Why worry? Each of us is wearing an unlicensed nuclear accelerator on his back.
Today’s Elevator Test
Adopters want to discover something inherently valuable.
Advocates want to brag about what they discovered.
The Biggest Difference Is What You AIM For
Adopters validate “good-enough”
Advocates fall in LOVE with “greatness”
Early adopters are great for opinions.
That is why you need to focus on your early advocates.
But they are lousy for growth.
The Test Try different ways of registering people for trials. Analyze by industry.
Found by cold-calling. Didn’t network or share. Adopted, but gave up.
Found through inbound. Shared with internal communities.
Mobile Surveys for Business
“ Data Movement Software
1. Web / mobile developers 2. Cloud service providers 3. Real-time analytics 4. Data warehouses 5. Application performance monitoring 6. Telecom provisioning 7. Node.js developers
The Test
Here’s our idea. Would you like to learn more – and can you bring a colleague?
Data Warehouses