traction book reviewrevised
TRANSCRIPT
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Ryan DekmarMktg Analytics: 491
Spring 2015
Book Review #1
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Require customer demand
Evidence of Customer demand
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Traction comes trough 19 channels
Unconventional PR
dfdf
PR
Community Building
Speaking Engagements
Offline Events
Trade Shows
Existing Platforms
Affiliate Programs
Sales
Business Development
Targeting Blogs
Engineering as Marketing
Email Marketing
Content Marketing
Search Engine Optimization
Offline Ads
Social and Display ads
Search Engine Marketing
Viral Marketing
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Which of these
channels will lead to
traction for my start up???
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Set a business goal.This shows where you want to go
with your business.
Reach that goal with the least steps possible(critical path).
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Find a mentor
to give you a more objective perspective when you’re re-assessing your traction goal.
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TestTest
Bullseye - Finding the traction channel which will unlock your next
growth stage
BrainstormBrainstorm RankRank PrioritizePrioritize Focus on Focus on what workswhat works
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Know each channel and come up with reasonable ways each channel may be utilized
for your business
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Rank your ideas
The most compelling ideas(from brainstorming) should be the first tested
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Select the three most promising traction
channels. Multiple channels allows for parallel
testing
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Small scale tests with low costs
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start directing your traction efforts and resources towards that most promising
channel.but do not lose awareness of the business
environment
wring the traction out of the channel
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“It’s especially important to understand how similar
companies acquired customers over time, and
how unsuccessful companies wasted their
marketing dollars.”
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Product Developme
ntTraction
You should spend equal efforts on building a product consumers want
and testing/finding traction channels that work.
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“Constantly running small traction tests will allow you to stay ahead of competitors
pursuing the same channels.”
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You can’t wait for users to come to you, you must go and recruit
them manually.
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As channels get saturated and
growth flattens, look to new or
previously unsuccessful
channels to further growth.
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Don’t ignore channels you are unfamiliar or think are irrelevant.
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Continually repeat the process and test channels to stay current and
find new traction.