What I provide for my clients and friends is clarity and focus.
At an early stage that means
- focusing on the problem being solved,
- the business model, and
- the strategy to implement it.
Why do you need this?
Most entrepreneurs have a lot going on. Life is a never ending series of fast sub-optimal decisions to keep momentum going. I can step back for you and look at the big picture. This gives you a strategic roadmap and makes every other decision that you make slightly better. All those 1%s then add up.
The best tool I have used here is the business model canvas
Then we start looking at customers and spending a lot of time nailing exactly who your customers are and what exactly they need from your solution
A lot of entrepreneurs have a target audience that is too big. Their customers have many more pains and needs than entrepreneurs often recognise. This can seriously derail a launch and future growth.
What I do here is to:
- Identify and validate target audiences
- Develop value propositions
- Test customer segments with micro-campaigns
Why do you need this?
A startup needs to start small and aim at the the minimum viable audience. It doesn’t have the resources to do otherwise. Finding this MVA is the key to growth as a few thousand great fans is far more valuable than millions of people of don’t care what you are saying.
The tools I mainly use here are
- Customer Personas
- Value Proposition Canvas
- Hypothesis based FaceBook Validation campaigns
Once we know that who we are targeting in detail then it’s time to figure out how to grow. There are hundreds of different platforms, thousands of different tactics and 19 different marketing channels that you can devote time and money into. The results you get will vary wildly.
This process is about systematically evaluating which are the best approaches and working out how to get the best results with the lowest possible ROI.
We do this buy
- Ranking and prioritisation of approaches
- Systematic experimentation
We start from a position of knowing nothing. Then with a series of low cost marketing experiments we establish which is the best place to spend our limited time and resources to get the most customers or sales. A single big campaign can quickly kill a startup buy using up all it’s marketing cash. The lean approach that I use ruthlessly culls failure and reinforces success.