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Sean Ellis

Lean Startup Marketing: Agile Product Development, Business Model Design, Web Analytics, and Other Keys to Rapid Growth

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Not only do they need to suffer from the problem, your product needs to effectively solve the problem
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Therefore be very careful trying to game these systems
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The most relevant part of social media is that it includes a person’s network of trusted online contacts. S
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effective customer development… By figuring out who needs your product/service, why they need it, what constitutes a gratifying experience with the product/service and getting more of the right type of people to this gratifying experience (highlighting the right benefits and reducing barriers) social media can become a powerful driver for your business too.
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m now focused on learning the skills of viral optimization, so I can take something that is slightly viral and fine tune it into a major viral marketing driver.
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uired user approaches zero. Any time you can acquire users for free, a viable business model becomes almost inevitable
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If you can find a way to generate an ARPU (average revenue per user) of 50 cents, you have a strong business – even if you spend $1 to acquire that first user
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marketing. Experts often known as ”Viral Tuners” are applying a systematic data driven process to creating viral customer acquisition drivers
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uickly when it reaches a couple links into the word of mouth chain
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to improve results are implemented first
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herefore it is essential to vet every test idea before asking the development team implement it. P
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f you test enough things you will definitely find something that improves your key measures
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And it will actually hurt you because every unit of effort put into optimization is one less unit that you can put into improving your core product. Pro
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Products that don’t become a “must have” almost always fail.
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tups is not to begin optimizing until at least 40 percent of your randomly surveyed users say they would be “very disappointed” without your product
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h the funnel (AKA groups of users). In the early startups I worked with we spent months building systems internally to track conversions at the user leve
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In fact I generally encourage startups to hire a complete rookie. The marketing leader is one of the most challenging roles for a startup to hire. The best marketing vets are looking for startups that have a bit of “wind at their back.” It’s the rookie that can create this momentum. Their lack of experience often means it’s easier for them to adopt new effective tactics as well as concentrating their efforts on the pre-tactical projects. In exchange for coming in early, give them a legitimate shot at the long-term marketing leadership role. After a year they will be intimately familiar with your customers.
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actical online marketing experience – only the last couple years really matter
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Finally encourage your VCs to hold regular marketing summits so your marketer can trade effective customer acquisition tactics with other marketers (share “Advice to VCs” below with your VC)
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Advice to Marketers: Don’t specialize in a single tactic. This is counter to the advice of most people, but hopefully by now you understand the flaw in focusing on a single tactic. They fade too fast and then you have to start building a new specialty
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