WIN TIPS #1. Cómo asegurar el éxito de tu startup

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Laurence Norris
8 years ago
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1 WIN TIPS #1 Cómo asegurar el éxito de tu startup

2 AUTORES: Magdalena Peyroux is la actual CMO de GanaClientes.com. Cuenta con una dilatada experiencia como inbound marketer y ha dirigido las operaciones comerciales de empresas punteras del Fernando Mata es emprendedor de vocación ya que en su haber cuenta con la creación de 10 startups. Actualmente es copropietario y CEO de HablaConmigo.com, un portal especializado en la prevención y tratamiento de la conducta

3 WINS & WINS: Por qué fallan las startups. 5 Ciente para el producto o producto para el cliente?...9 Cuándo empezar a ganar Clientes El camino hacia el éxito...16

4 CAPÍTULO 1: Por qué fallan las startups In the morning, I set myself to come home. I felt terribly sad ant tired, my eyes looking in the middle of nowhere. I knew what I had to do. And I knew I would do it for sure // Page 4

5 WIN TIPS #1: Cómo asegurar el éxito de tu startup MARKET BUILDUP This method is most suitable to B-to-B companies. You will see this method used in many business plans presented to venture capitalists. Here's a step-by-step approach to the Market Buildup method. Notice how we first break down a market into smaller units, estimate the size of the smaller units, and build the estimates up into a larger estimate. That's the idea behind this method. Step 1 First you want to take the market, broadly construed, and break the market up into reasonably defined and identifiable categories. // Page 5

6 WIN TIPS #1: Cómo asegurar el éxito de tu startup It s important to stay consistent with your initial idea choice It s important to stay consistent with your initial style choice. If you were trying to size the market for Internet measurement services, for example, you might use such categories as E-commerce and content providers, Enterprises, ISPs (Internet Service Providers), etc. Companies selling to consumers (so-called B-to-C) can also identify categories, such as demographics (income, zip code, etc), but these are a rather arbitrary. There is a better way to handle consumers that we discuss below. // Page 6

7 WIN TIPS #1: Cómo asegurar el éxito de tu startup Determine the average potential demand for your product or service for each firm in the sub-categories. For example, you might determine that the average small ISP would purchase only 40 units of what you sell. By multiplying the number of ISP's in that subcategory by the average demand in that subcategory, you can determine the unit market potential for that sub-category. 9 out of 10 startups close down within the first 3 years after launch Source: Pew Internet & American Life Project, 2012 Finally, you simply aggregate up to determine total market size. If you can estimate the average price for what you sell, you can apply this to determine that dollar market size. // Page 7

8 CHAPTER 2: Cliente para el producto o producto para el cliente? Of course, often there are several factors that may be highly correlated with sales. In this case, a weighted average of these various factors is used to estimate sales. So what are the other factors that may be related to sales? Well, as we said before, that depends on what you're selling. But with data in abundance these days, you can find tons of things that might be related to market size (zip codes, size of neighborhood, etc.). // Page 8

9 WIN TIPS #1: Cómo asegurar el éxito de tu startup First, remember that all these methods are methods of estimation, so there are no "Right" answers, just ways of approach the problem that is more logical and defensible than others. Second, many methods found in our Hitchhiking Guide to Forecasting can also be used to estimate the future size of a market, including time-series analysis and leading indicators. These are the methods used by big Internet research firms like Gartner, Jupiter and Forrester. You can be a knowledgeable consumer of their research by going through our guide. IMAGE CAPTION // Page 9

10 WIN TIPS #1: Cómo asegurar el éxito de tu startup Mobile Impact Pew found that the growing online video culture is, in part, a byproduct of the dramatic increase in cell phone and smartphone ownership among US adults over the past decade. As of May 2013, 91% of US adults owned a cell phone of some kind, including 56% who owned a smartphone. 41% of these adult cell phone owners say they use their phones to watch video and another 40% say they use these devices to record video. 20% of adult cell phone users use their phones to post videos online. // Page 10

11 CHAPTER 3: Cuándo empezar a ganar clientes The desire to have a video "go viral" is particularly strong with younger adults. Among adults who post videos online, 39% of those under age 50 have posted a video hoping it will attract a large audience, compared with just 19% of video posters age 50 and older. // Page 11

12 WIN TIPS #1: Cómo asegurar el éxito de tu startup Younger adult Internet users are twice as likely to post and share videos online compared with their older counterparts. Fully 41% of year-old American Internet users and 36% of year-old Internet users post or share videos online, compared with 18% of internet users age 50 and older. A callto-action is a link or Pew found that 27% of adult Internet users have uploaded a video so others can watch or download it, and 18% have posted a video that they themselves created. VISUAL Text with a link to a landing page // Page 12

13 WIN TIPS #1: Cómo asegurar el éxito de tu startup This ebook is available on this landing page on GanaClientes.com site. There you can find a form with contact information you need to fill out in order to access the ebook. For instance. DESCRIPTION OF EBOOK LANDING PAGE VISUALIZATION EBOOK COVER FORM // Page 13

14 CHAPTER 4: El camino hacia el éxito From social media to retargeting ads, marketers continue to add new communication channels, and with each one we add the ability to sell but we also increase our ability to annoy. For example, ask anyone, "What annoys you about technology?" You'll undoubtedly get a quick answer. Ask the same person why they find such things annoying, and the answer will not be as clear. Slow Internet connections, repetitive Facebook ads, auto-correct, a portable thumbdrive's inability to plug in the first try... these things annoy us, but why? // Page 15

15 EBOOK TITLE E-commerce is one of the hottest trends in B2B marketing. Inspired by their favorite B2C e-commerce sites, buyers and procurers are demanding that their B2B suppliers deliver buying experiences that are comparable to those of leading online retailers. You can use inbound marketing software to track the leads who downloaded your ebook and converted on offers. In this way you are able to measure your ebook s success! // Page 16

16 GANA CLIENTES, EMPIEZA YA! omo-funciona Si estás interesado in averiguar cómo ganar clientes de calidad, request a custom demo de uno de nuestros paquetes. Es el momento de empezar a asegurar el éxito de tu startup.

BtoB MKT Trends. El Escenario Online. Luciana Sario. Gerente de Marketing IDC Latin America 2009 IDC W W W. I D C. C O M / G M S 1

BtoB MKT Trends. El Escenario Online. Luciana Sario. Gerente de Marketing IDC Latin America 2009 IDC W W W. I D C. C O M / G M S 1 BtoB MKT Trends El Escenario Online Luciana Sario Gerente de Marketing IDC Latin America 2009 IDC W W W. I D C. C O M / G M S 1 Audio Test Estamos haciendo un Audio Test y estoy hablando en este momento