PowerPoint Presentation

Products need customers.Marketing makes markets.@HughStephens

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Where I come from.

MY CRAZY IDEAS10Too much time`13??Next Big Thing`11`14

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NOT SHOWN: failures x1,000 & ideas x1,000,000,000Previous:Life, Irrelevant degrees,that IT dude.

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Not everything is technical.

Marketing. WTF?Advertising. WTF?PR. WTF?MarCommsPRAdvertising. WTF?What it wont do.Markets. Finding them.Products. Making them. Identifying product/market fit.Customers. Creating/finding/selling them.Personal development & learning.Unsolicited life (?business) advice.What Im ranting about5

Defining some stuff

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Everything starts with a definition & meaning.

Marketingis the process of communicating the value of a product or service to customers, for the purpose of selling that product or serviceCommunicationsthe sharing of information between people within an organisation that is performed for the commercial benefit of an organisation; relays information within a business; or functions as an official statement from a company.Public Relationsis the practice of managing the spread of information between an individual or an organization and the public. [think media relations]Advertisinga form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some actionSome quick definitions7

MarCommsPRAdvertising

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BRANDING ISNT JUST A NAME.KNOWLEDGE ISNT A SILO.9

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Kodaks brand is big. Company not so much.

KODAK HISTORY STORY

$6.75bn bankruptcy 2012Inventor of digital camera, caused its undoingStrategic failure.

Oicture of market

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This is not a market. It sells to one.

What makes a market?

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change

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Markets dont stand still

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Sometimes, you lead.

Blue ocean strategy

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Sometimes, you follow.

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Blue ocean, or existing market?

Blue ocean strategy

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Products start with an idea, or a problem.

Schedugram: Instagram schedulingDialogue: too much BSBarometrics: hard to track over time, react accordinglyOSS (?): government pays stupid licensing fees, why not use open source & spend on producing something awesome.

Your startup needs to provide value.Value is subjective.Easiest way to produce value is to solve a problem.Ideas are smart ways to solve a problem.What problem do you solve for your customers? Value is to the customer, not to the business.Problems and ideas18

Different products idea vs problem.

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What you dont do is just as important as what you do.

Know what a product does NOT do. Kitchen sink

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Finding the fit is a journey.

Story about barometrics start of finding fit. MVP, customer continuous pivot.

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Your customers come with you.

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Or sometimes they dont.

Know when to pivot,know when to fail.

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You can sell anything with advertising

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Not all ideas are worth fighting for.

Advertising and marketing only go so far.

You can only polish a turd so much.

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But using markeitng and advertising, we can roll it in glitter.

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How do you know when? Complex. Not easy. Usually too late.

Finding your audience.IdentifyResearchSpeak withResearchDefine

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Marketing is about identifying your audience and how to reach them.Who is your audience? What do they do/consume/visit/browse/use?What makes you special or unique? [USP]What value do you provide?Advertising is a way to insert yourself into their flow. Its interruptive.PR is a way to do the same, with some more subtlety.Digital is good, digital is cheap. It will not solve your problems though.Social is good, social is cheap. It will not solve your problems though.Print is good, print can sometimes be cheap. It will not solve your problems though.TV is good, TV is not cheap. It will not solve your problems.YMMV.But how do you marketing?28

Audience value research.Test, test, test.Start cheap, scale up.Communicate your value. Do they see it? A website can be used as a platform to test, takes 5 minutes.Find a friend, mentor, neighbour, parent ()Where to start?!?!29

Work out the problem youre solvingIdentify who you solve it for (market)Think of something to solve the problem (product)Ask the people whether its a problem worth solving with product.Build the minimum viable product.Go back, ask for money. No money = no commitment.Speak to customers every day.Build out the product.Find more customers.Sell more s$*t.?????PROFITShipping s*^t, in 12 easy steps30

Read. Read often, read widely

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Truisms are rarely true.32

Digital or social willnot solve your problems.

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PRODUCTS AND SERVICES SOLVE PROBLEMS.

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Do everything, at least once.35

Never outsource core capabilities

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its okAY to stir things up.37

Mentors are there to mentor.Boards work that way too.

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Transparency goes a long way39

Ideas are cheap.Execution is hard.

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Without goals you dont know your success.

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Success is simple*Do what you love.Just make sure someone will buy it.42@hughstephens | hugh@dialogueconsulting.com.au