Startups seem to be disadvantaged in sales and marketing because of their small budget and smaller teams. But startups have unique strengths they can leverage to beat event the largest players in their markets
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April Dunford @aprildunford Small Budget, Big Impact Sales & Marketing Jujitsu for Startups
Who am I and Why Should You Care? 6 Startups 4 exits Some Big Companies 9 Product Launches Currently: COO Tulip Retail @aprildunford
Using an Opponents Energy Against Them, Rather than Directly Opposing it. Jujitsu is the Art of
Big Companies Seem Powerful
Team: Gigantic Budget: Massive Customer base: Bazillions Brand Recognition: Everyone Products: Families of Full-Featured Products Ecosystem: SIs, ISVs, VARs, Extension Providers Team: Tiny, Sleep deprived Budget: Nonexistent Customer base: Your Mom Brand Recognition: Not Even Your Mom Products: An MVP that does pretty much nothing Ecosystem: You dont know what that means but youre pretty sure you dont have one Big Company XYZ Your Startup
But Those Strengths Are Also Weaknesses
Team: Gigantic Budget: Massive Customer base: Bazillions Brand Recognition: Everyone Products: Many, Full-Featured Products Ecosystem: SIs, ISVs, VARs, Extension Providers Slowed by bureaucracy and politics Wasted on ineffective generic tactics Few personal relationships with them Cant move outside that brand Bloated, overly complex products that even employees dont understand Market feedback loop is slow and ineffective Big Company Strength But
Startups Have Unique Strengths
But Not All Startups Leverage Them
How Do We Do That?
Be Smarter
Talking to Prospects is So Easy (You Should Try it)
Ask Open Ended Questions Customer Discovery Tips Focus on Problems (Not Solutions) Talk Less, Listen More DO NOT SELL
Be More Focused
Choosing a Market What is it about your Segment that makes them love your Product? What is it about your Product that makes it loved by your Segment?
Worry about the Next 10 Dont Worry About How to Get 1,000,000 Customers
Founder-Sell Early Customers Because Everyone Loves a Non-Salesy Sales Person
Understand The Buying Process No Need Need Eval Buy Enjoy Re-new Knowing the cost of not solving the problem Knowing the Value of solving the problem Knowing the value of your solution Why purchase now? Using and enjoy the offering Knowing I cant do without the offering Current solution good enough Value not compelling Risks too high Not knowing how to evaluate Great but not for me I might change my mind Too much $ Bad service, Bad user experience Not using Decided there was no need Move to other solution Accelerators Friction points
Mapping Marketing The Buying Process Buying Stage No Need, Need Eval, Buy Enjoy, Refer, Renew What Problem-Focused Content and Programs Solution-Focused Content and Programs Activation & Engagement-focused Content, Programs Examples Articles, blog posts, Industry data, trend reports, curated content Articles, blog posts, webinars, events, case studies, ROI calculators, advertising Support content, How to guides, Best practices guides Forums, User Conferences Where Where prospects are Partly where they are, partly your turf Mainly your turf Purpose Entertain, Educate, Engage Educate, differentiate, move to eval or sell Experience value, create raving fans Action Permission to market: likes, follows, newsletter/blog signups Permission to sell: give contact info, trial sign-up, purchase Renewals, Referrals
Be Faster
Implement a Rapid Cycle Document Inputs, Assumptions Choose Tactics Execute Tactics Measure Results Analyze and Check Assumptions Segmentation Buying Process Accelerators/ Friction Points
Be Good
Big Companies Are Hard to Love (because we care about different things)
Stand for What Your Customers Care About
Fans and Community Extend Your Reach
Love Early Customers Like You Would Die Without Them (Because You Will)
