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Episode Markers
  • 06:23
     
    #go to market    #Outbound Marketting    #Inbound Marketing   
    Overview of the startup go to market framework. Outbound Marketting and Inbound Marketing
  • 50:20
     
    #Eric Ries    #Lean Startup    #Minimal Viable Product   
    Eric Ries's book Lean Startup and its core Minimal Viable Product (MVP) tenant.
  • 50:24
     
    #Minimal Viable Segment   
    The Minimal Viable Product is often where startups spend a bunch of focus, but to get it right, startups need to focus on the target demographic in the same way. Where the basic functionality of the MVP overlaps with the specific target demographic of the Minimal Viable Segment (MVS) should be the initial focus of a startup.
  • 52:10
     
    #users will reference each other   
    When you deliver on a Minimal Viable Segment the users will reference each other. This credability will become the beachhead of the company.
  • 55:08
     
    #Beachhead Market    #Geoffrey A. Moore    #Crossing the Chasm   
    Think Beachhead Market in a very specific fashion as in Geoffrey A. Moore's book Crossing the Chasm.
  • 55:46
     
    #expand on success    #contract on failure   
    This can lead to a situation where you can expand on success rather than contract on failure.
  • 01:00:56
     
    #Decision Making Unit   
    A purchase is made by the Decision Making Unit (DMU).
  • 01:17:50
     
    #test your customer aquisition methodology early and often   
    Road test your customer aquisition methodology early and often. Find out how to automate as much of it as possible. Symantec has a quarter of a million customers that are funneled through their portal using Acquia.
  • 01:20:00
     
    #Go To Market Play Card   
    Example Go To Market Play Card for one specific sector -- Risk and Financial Services.
  • 01:28:54
     
    #inbound marketing   
    Brian Halligan CEO of HubSpot speaking on inbound marketing.
  • 01:33:29
     
    #Outbound marketing for a startup is   
    Outbound marketing for a startup is often taking a big pile of venture capital and shovelling it into the Google Adwords fire.
  • 01:35:02
     
    #Inbound marketing for a startup is   
    Inbound marketing for a startup is links into the website, Facebook fans, Twitter followers, number of keywords that you rank for in Google. These are marketing assets that you own.
  • 01:37:30
     
    #Links are to the internet as dollars are to the economy   
    Diagram of the internet and its page links between each. "Links are to the internet as dollars are to the economy". Brilliant content yields in links.
  • 01:39:29
     
    #Warren Buffet    #build a moat around their business    #barriers to entry for competitors   
    One of the things Warren Buffet tells his CEOs is that they need to build a moat around their business -- barriers to entry for competitors.
  • 01:39:40
     
    #modern moat is inbound marketing   
    The modern moat is inbound marketing.
  • 01:40:05
     
    #inbound marketting moat created by Zappos   
    Example of the inbound marketting moat created by Zappos -- their twitter followers, links into the website, 5 million keywords ranked for.
  • 01:41:09
     
    #Inbound Marketing   
    Brian Halligan has a book on inbound marketting called "Inbound Marketing".
  • 01:43:16
     
    #sales cycle venturi   
    David Skok partner at Matrix Partners on the science of of the sales cycle venturi-winnow prospects into purchases, then expand in to a full product matrix.
  • 01:54:34
     
    #If you can not measure it, you can not improve it   
    Lord Kelvin's quote "If you can not measure it, you can not improve it".

Startup Secrets: Go to Market Strategies - Harvard

Find out why it can be twice as important to get your Go-to-Market right, even if you've engineered a great product. Get to understand the strategic and tactical frameworks needed to enter a market and occupy a dominant position. Learn how to develop your "brand essence" and integrate other key marketing assets so that you can pursue an impactful sales and marketing approach. Learn more about the Harvard Innovation Lab at http://i-lab.harvard.edu/ and follow us on Twitter at http://twitter.com/innovationlab and like us on Facebook at https://www.facebook.com/harvardinnovationlab






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