Lean Marketing - Startup Marketing with Lean Startup Tactics

transcript

Lean & Mean Marketing

Innovation Catalyst Seminar Series, Lean Start-up Business Tactics!

@UNHInnovation @SalesProtocol @UNHPaulCollege

#IbelieveinUNH

Rule # 1: Understand the Terrain

Crossing the Chasm, Geoffrey Moore

Rule # 2: Plan, Plan, Plan for the unexpected

• 1st Get it on paper • Review with Advisory Board• Share with early adopters• Contracts with teeth • Alpha, Beta, OEM Model

• Vertical Niche Markets• Killer App• Whole Product• First Mover Advantage• Defacto Standard• Strong Reference Base

Crossing the Chasm….How?

• Vertical Niche Markets• Killer App• Whole Product• First Mover Advantage• Defacto Standard• Strong Reference Base

Value Proposition

• “About” your organization• Facts & Stats• Targeted Story

What’s your secret sauce?

“Why should I buy from you?”

What’s Your Campaign?

• Vertical Markets• Horizontal Roles• Application Specific• Demographic• Professional Groups• Consortiums

Value Driven Campaigns

Rule # 3: Pick your Team

Rule # 4: Iterative Approach

Continuous Improvement

Rule # 5: Bring the Right Tools

• Foundation: Cloud Based CRM• Catch: Value Proposition• Inbound: SEO• Outbound: Social Media, Sales• Develop: Thought Leadership• Establish: Brand

Alexander Osterwalder & Yves Pigneur

Get out of the House & Talk to Dr. Evil!

Rule # 1: Understand the TerrainRule # 2: Plan, Plan, Plan Rule # 3: Pick Your TeamRule # 4: Iterative Approach Rule # 5: Bring the Right Tools

CATHERINE B. BLAKE, PRESIDENT

580 BAY ROADDURHAM, NEW HAMPSHIRE

03824 603 828 7312

cblake@salesprotocol.comwww.salesprotocol.com