✌How to bring a product to market

Venture Hacks

With Sean Ellisstartup-marketing.com

@seanellis

Outline: Before fit

1. Half the marketing battle is the product2. Must-have products make marketing easier3. How PayPal built a must-have product4. Understand the must-have users5. How to get to product/market fit6. How not to get to fit7. Should I launch?8. You can't set a deadline on fit9. How to communicate with the board during fit10. How to use positioning to improve fit11. It's frustrating to try to grow with low fit12. How many users do you need to determine fit?13. Who do you survey?14. What is promise?15. Don't over-position your product during fit16. Pivot the business around the love17. Focus the business on the love18. Create a great experience around the love19. Create a business model around the love20. First find the love21. Are recommendations a good indicator of fit?22. The must-have metric is a good indicator of fit

Outline: After fit

1. What comes after fit?2. Prepare for growth 3. a) Put the metrics in place4. b) Optimize the funnel5. c) Optimize the messaging6. Prepare for growth as quickly as possible7. Remove bottlenecks to preparing for growth8. Preparing for growth is not a low-burn period9. Preparing for growth doesn't require growth10. Use a business model to grow quickly11. Grow and create new channels12. Nail the first user experience while preparing for growth13. Leave no room for the competition14. Marketplaces are an exception to this model15. Why Sean decided to focus on startup marketing16. Just scratching the surface

Half the marketing battle is the product

Must-have products make marketing much easier

How PayPal built a must-have product

Understand the must-have users

How to get to product/market fit

How not to get to fit

Should I launch?

You can't set a deadline on fit

How to communicate with the board during fit

How to use positioning to improve fit

It's frustrating to try to grow without fit

How many users do you need to determine fit?

Who do you survey?

What is promise?

Don't over-position your product during fit

Pivot the business around the love

Focus the product on the love

Create a great experience around the love

Create a business model around the love

First find the love with customer development

Are recommendations a good indicator of fit?

The must-have metric is a good indicator of fit

What comes after fit?

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✌Sean Ellis

startup-marketing.com@seanellis

Venture Hacks venturehacks.com

@venturehacks