Bring Your Product to Market Bootstrapped Style and keep it there. presented by Joanne Lang
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1 Bring Your Product to Market Bootstrapped Style and keep it there presented by Joanne Lang
2 Education Monthly social or download training Templates with data System access Private Facebook Group Implementation Buy a module Project based investment Unique Matching 2 women led portfolio companies will be matched to corporations early in the cycle. All profits are reinvested in YOU
3 Why Joanne Lang AWE Fellow Boston (?) AICPA, NPDP certified, Digital Marketing Certified Forbes Top 10 Female Entrepreneurs to Watch Founder Colliders Accelerator Advisory Board for Flex-IT (Uber for tech contractors) Co-Founder Divvydo.com Founder of AboutOne Cloud Platform Family Calendar App 3% of US women that raised over $5M First on stage at VentureBeat DEMO Featured in CTRL+ALT+COMPETE documentary 2014 SmartCEO Voltage Award finalist Dell Founders Club Entrepreneur Blogger - Huffington Post, WSJ, Women 2.0, Region s Business Speaker/Mentor/Panelist - WIT, Boston Entrepreneurs Network, NYU Women Entrepreneurs Festival, CES Living in Digital Times, Women 2.0 Founder Friday, Women in Tech Summit, BlogHer Entrepreneurs, PSL Startup Boot Camp, TechGirlz Judge 2015 Stevie Awards For Women in Business, Judge Scrappy Startup Challenge Selection and steering committee for InnovateHER (SBA/White House)
4 Recommended Reading
5 My 8 P s of Product Marketing 1 Product 2 Pricing 3 Place 4 Promotion 5 Physical Proof 6 Process 7 People 8 Post-Launch Customer Interaction
6 Is it the right product? Will people pay for it? Research Research Research Surveys -Include question why not? Competitive analysis ($$$) Trade Publications/Magazines Forums, Private Groups (high comments) Direct response marketers Amazon Build iteratively Customer Advisory Boards Control rate of market release Test your business model app, subscription, continuity membership, coaching, product Measure Measure Measure
7 Research tools Google and SEMRush Towerdata Quantcast Alexa Spywords for ads Clickbank Detailed Training, Templates on Colliders.org
8 STEP 1 LAUNCH A DESIGN FIRST Usertesting.com
9 TIP: BE YOUR CUSTOMER
10 You can outsource anything Ghost Writing, Design.everything Or USE COLLIDERS MODULES REPURPOSE CONTENT! Upwork - WordPress 99designs Behance Elance Sortfolio (99 designs) odesk Krop Vworker Freelancer Ifreelance Freelance switch Fiverr lowest quality Taskarmy Reddit.com/r/forhire Guru.com Warrior.forum
11 Learn From My Mistakes Do not build until you finish the research Make a good product your first focus - DESIGN Developers need a TECHNICAL product/program manager Do not let the dev team tell product marketing they are wrong! Plan for a 6 month delay Focus on evergreen products Do not be overwhelmed or intimidated by experts or other products
12 Pricing model validation Don t over analyze, just start Pricing Page A/B Testing Surveys Interviews Cash is King Factor discounts into pricing model to ensure profitability.
13 Learn From My Mistakes Credit card processing experience is critical. FirstData, Authorize.net, Chargify PayPal native PCI Compliance Check credit card processing FEES! Apple and Microsoft processing fees Tracking conversions to paid Flurry V Mixpanel
14 TIP: KNOW YOUR CUSTOMER Know your customers / channels A/B test messaging by buying persona Partner Strategy Corp Customer Strategy do cold call
15 Learn From My Mistakes Where do customers buy? Responsive website Mobile friendly s Can you bypass getting a credit card with Apple, Amazon billing etc...
16 TIP: KNOW WHERE YOUR CUSTOMERS ARE Networking, Networking, Networking, What is your message, what is your hook, your marketing message drives your perceived value Prioritize marketing plan DO THIS FIRST! In app viral features Share Contacts Ride the back of a public launch
17 TIP: KNOW WHERE YOUR CUSTOMERS ARE Branding Logo - 99Designs / Fiverr Office365 FREE SUPPORT, DNS set up - everything LeadPage/Site-dev Word press templates Optimized press look and feel Myecovermaker.com Music audiojungle Streaming video vimeopro Video clips videoblocks.com Graphics and images Istockphoto, clipart, animationfactory Screencapture - Camtasia
18 TIP: KNOW WHERE YOUR CUSTOMERS ARE Branding look at covers of best selling books on amazon PR Press outreach & road trip - ereleases Present at events, VOLUNTEER! Blog, Guest Blogs and Syndicate your blogs Organic SEO, Landing page tests to determine triggers Partners, they will often do a free trial for you Have you thought through your marketing funnel
19 Learn From My Mistakes Marketing launch plan x6 & delay Double opt-in from day 1 PR generates buzz, not signups Comeback Moms instead of PR firm No need to give things away, if you do campaign around it Your blog - be prepared Social Media plan
20 TIP: PEER REFERENCES Support forum Voting for features Video demos Website Evidence Referrals by channel Peer case studies A/B testing of messaging Free partner sales
21 Learn From My Mistakes Set early adopters expectations about how much time it will take / competing priorities
22 TIP: GOOD SERVICE IS CRITICAL Customer support process 7 days/week Run by peers Customer support system Zendesk & Olark (Pidgin) Point of contact for beta customers Cancellation data is key follow up Founder .
23 Learn From My Mistakes Web/Mobile to Help in your application Response times of your apps Message, Live Chat, phone, s from the beginning Timing of BETA customers, too early leads to attrition clandestine launch
24 TIP: CONTINUAL VALIDATION Closed loop feedback Proof that you listen and customer references Pop-Up Rate and Review to Support Survey in auto-responder
25 Learn From My Mistakes Set realistic release date expectations
26 Summary of Tips 1 Product 2 Pricing 3 Place 4 Promotion 5 Physical Proof 6 Process 7 People 8 Post-Launch Customer Interaction
27 Joanne Social or Private Training Templates System Access One-on-one coaching Private Facebook Group for 24/7 Q&A TWO portfolio companies to follow live Corporate Innovation matching All profits Please LIKE us: Colliders Accelerator For Women are reinvested in YOU
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