mic fitzgerald on from product market fit to early sales - codeninja talk

From Product Market fit to early sales

By Michael FitzGerald of

CodeNinja talk5th Nov 2013

From Product Market fit to early sales - 5th Nov 2013

Questions?Please stop me and ask.

... and a disclaimer (not a lecturer)

From Product Market fit to early sales - 5th Nov 2013

1. Build it (Product) - MVP2. Story it (Marketing) - Founders & App3. Sell it (Revenue) - Product or Equity

From Product Market fit to early sales - 5th Nov 2013

MVP

From Product Market fit to early sales - 5th Nov 2013

Build the MVP...Core Concept

Core UX

... on the road to Product / Market fit

From Product Market fit to early sales - 5th Nov 2013

But only software right?

No... use landing pages to test any product.

From Product Market fit to early sales - 5th Nov 2013

The advantages of a startup...

Low budget (less bloat)No users (no legacy)

From Product Market fit to early sales - 5th Nov 2013

Go live early - changes everything

(But not for most games?)

From Product Market fit to early sales - 5th Nov 2013

Learn to say no.

... and even upset some.

From Product Market fit to early sales - 5th Nov 2013

Attract and engage “sophisticated early adopters”

And learn, iterate, learn, iterate...

From Product Market fit to early sales - 5th Nov 2013

UX. ... and not just app. All touch points.

•Remember, you’re damaged goods•Take away that “uncertain feeling”•Animations (not the fancy ones)•Context before (design) consistency•Conventions: Macro vs Micro

From Product Market fit to early sales - 5th Nov 2013

More UX.

•Mobile first if possible•Reduce decisions for user•Design screens that will not be read!•Simple vs smart•Use things like Twitter Bootstrap

From Product Market fit to early sales - 5th Nov 2013

The Story of Marketing

From Product Market fit to early sales - 5th Nov 2013

At the startit’s all about your story as much as the app

From Product Market fit to early sales - 5th Nov 2013

Launch?Not the traditional way anyway.

... but it can be done Mailbox-styleGood video, Get emails & Gamify.

From Product Market fit to early sales - 5th Nov 2013

Marketing website

•You’ll be judged on it! (Squarespace)•Look alive. Emanate ‘aliveness’•Keep copy short - only need one sentence to hook

From Product Market fit to early sales - 5th Nov 2013

The dirty word of sales

From Product Market fit to early sales - 5th Nov 2013

A modern sales process

Landing pages

Web forms

Contact Mgt

Auto-responders

Lead Score

Interaction

Sale Pipeline

Traffic

Tracking

Sale

Landing pages

From Product Market fit to early sales - 5th Nov 2013

Traffic

Tracking

Referral SEO

Google AdsSocial

Lead gen

Web forms

Manual

Lead Generation

It’s a numbers game. Good, small, poor (leads), send them through the funnel!

Contact Mgt

From Product Market fit to early sales - 5th Nov 2013

Tracking

Lead capture

Landing pages

Web formsGoogle gadget

Traffic

Referral SEO

Google Ads

Manual

Lead Capture

Build fast, try things, A/B test, try more. Tweak.

Auto-responders

From Product Market fit to early sales - 5th Nov 2013

Web forms

Lead profiling /Enrich contact

Contact Mgt(CRM)

Lead Profiling & Enrich contact

Spot the time-wasters and prune the good ones.

Interaction

Lead scoring(CRM)

From Product Market fit to early sales - 5th Nov 2013

Contact Mgt

Lead Nurturing

Email Mkt’ing(Autoresponders)

Lead Nurturing

Funnel emails - specific and targeted. Process actions of subscribers. Record in CRM in custom fields or (additional) Statuses.

Trans-action

Sale Pipeline(CRM)

From Product Market fit to early sales - 5th Nov 2013

Lead scoring

Inside Sales

Interaction(CRM)

Inside Sales

Live on the phone - warm calling (with permission). Create, nurture and close deals.

Sale Pipeline

Sale & Accounts

From Product Market fit to early sales - 5th Nov 2013

Transaction

Transaction

And move them on in the Ecosystem! Retention, Customer support, Tech Support.

From Product Market fit to early sales - 5th Nov 2013

Landing pages

Web forms

Contact Mgt

Email Mkt’ing

Lead Scoring

Interaction

Sale Pipeline

Traffic

Tracking

Sale Transaction

Inside Sales

Lead Nurturing

Lead profiling

Lead capture

Lead gen

From Product Market fit to early sales - 5th Nov 2013

That’s it.

Build n’ship

From Product Market fit to early sales - 5th Nov 2013

Thank you for listening