PRODUCT LAUNCH

Have you done all your homework?

Top 10 mistakes to avoid & how

to transform your idea into
successful startup
Dr. Donatas Jonikas
INTRODUCTION
Dr. Donatas Jonikas
PhD in Economics, Masters in Marketing Management
12 years of experiences in marketing
marketing strategies for more than 50 companies
Specialization: B2B marketing Startup marketing
 AGENDA

1. Global RESEARCH on startup marketing

2. Startup PRODUCT LAUNCH homework
3.Questions & ANSWERS
RESEARCH
GLOBAL RESEACH
 47,9%
were already on the market, but only 39.4% had
developed their brand and positioning and only
17.4% had a consistent marketing plan

Crafting positioning statement and marketing

strategy as well as creating a marketing plan
requires effort, not money!
Donatas' book is like an IKEA guide for building your next startup.
Michal Tomek,
Co-founder & Editor at Slovak STARTUP

If I could have read this book before creating my first startup, I

would have avoided many pitfalls and tons of frustration.
Ariel Mizrahi,
Serial Entrepreneur & Mentor at StartupMexico

Startup Evolution Curve is in the same league with The Four

Steps to the Epiphany by Steve Blank and The Art of Start by Guy
Kawasaki.
Denis Todirica,
Start-up Chile Entrepreneur. Forbes 30 under 30

I dont know any book that sums up better the startup evolution
and growth than the Startup Evolution Curve by Dr. Donatas
Jonikas.
Velimir Tasic,
Co-founder of ESAA entrepreneurship incubator in Singapore
PRODUCT LAUNCH
HOMEWORK CHECK UP
 #1

Core Value Proposition &

Market Fit
Do you offer essential value to your customers,
not just a nice to have benefit?
 Value Proposition Design

O st e rwa ld er A le xa nder, P ign e ur Yve s, B e rn arda G re go ry, S m it h A la n . Va lu e P ro p osition De sign : Ho w

t o Cre a t e P ro d uct s a n d S e rvice s Cu st o mers Want (S t ra t e gyze r). W iley; 1 e d it ion (O ct o b er 2 0 , 2 0 14)
 42,6%
are trying to address really serious problems and
create tremendous value but dont test that in the
market or they do it in the wrong way

Youll never have real market verification until customers

give you their money for your product.
 AutoPixie

106 repair shops in 5 countires interviewed

Some of them interviewed 5 or 6 times
26 prototypes built in PowerPoint
$5,000 experiment with 3 of 3
 AutoPixie
20,000 in government grants
contract for a small government investment
shortlisted onto one of the worlds top accelerators
Silicon Valley angel syndicate prepared to invest
$500,000
 #2

Marketing Strategy &

Positioning
If you would have just one sentence to describes
your product, what would it be?

Good marketing strategy starts with effective positioning!

 Positioning Statement

For [insert target customer], the [insert your

startup Brand] is the [insert point of differentiation]
among all [insert frame of reference or
competitors] because [insert reason to believe].
CliClap is a content engagement platform providing
B2B SMEs with the most advanced and cost
effective solution for growing their business through
content marketing.
We do so by empowering businesses to seamlessly
track, engage, and convert leads from ANY content
they share, even when sharing third party content.
 Marketing Strategy
Average rate of purchase

How often customers are buying

the product

What?
To Whom?
How? Market penetration

Share of customers already

using the product

A B C
Average 32% 15% 53%
purchase size
Competitors
Average amount of money
spent on one purchase
 Marketing Strategy
Target customers enroll in comprehensive online courses at a
Purpose
price range $239 - $497
Lead magnets will generate signups for free online mini-courses
that will solve one or more painful problems related to startup
marketing and will deliver tangible value during the course. Then,
How to achieve it
I will show them what other problems could be solved in the
comprehensive online courses and how these courses help
startups to build a profitable and scalable business faster.
Early stage startups that have innovative ideas, but are still
searching for how to build a profitable and scalable business, and
Target market
have no resources or dont want to spend them on hiring
professional marketers or consultants at this early stage.
Lead magnets (templates and spreadsheets for startup
marketing, free online courses, webinars), virality boost tools (for
example, Maitre App, Pay with a tweet), social media advertising,
Marketing weapons
contextual advertising, blogging and guest blogging, email
marketing automation, affiliate marketing partnerships, free e-
books and other useful giveaways.
Step-by-step startup marketing courses online with self-
Niche
assessment and progress tracking tool
Identity Expertise, clarity, and simplicity
Budget $1,000 starting budget, 30% of revenue will go for marketing
 #3

Profit Hacking Formula

 Profit Hacking Formula

Profit=Leads x Conversion Rate x Customer

Lifetime Value

2%2%2%=8%

3%3%3%=27%
 #4

Marginal Users and Magnets

to get Them
Marginal Users
B2B Prospex
Hostaway.com
 #5

Engines of Growth: Sticky,

Viral, Paid
 Ever thought, that you have a
brilliant idea and it will go viral?..

Hope marketing

Why should anyone recommend your service or

product? Whats in it for them to do so?
Viral Loop and Pirate Metrics
(AARRR)
 #6

Marketing Automation
Automation Workflow
 #7

Marketing plan: Outline,

Execute, Measure & Learn
 BIG BOOM
Big launches might be a strategy for the well-
established, traditional business, but for startups,
it usually just causes failure in the form of wasted
money and insufficient sales.
 QUESTIONS?

Dr. Donatas Jonikas

Mob. +3706 7047671
startup@evolutioncurve.com