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ZERO BUDGET MARKETING
FOR STARTUPS
12th October,
2014

Hi, I’m Vidarth
Co-Founder @
Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

Stribr =
8 Month old
Bootstrapped
Company Product
Paying Customers

10/12/2014

Vidarth Jaikrishnan, Stribr

Stribr =
8 Month old
Bootstrapped
Company Product
Paying Customers

10/12/2014

Vidarth Jaikrishnan, Stribr

Stribr =
8 Month old
Bootstrapped
Company Product
Paying Customers

10/12/2014

Vidarth Jaikrishnan, Stribr

Stribr =
8 Month old
Bootstrapped
Company Product
Paying Customers

10/12/2014

Vidarth Jaikrishnan, Stribr

2 Very Broad Terms in
this presentation

10/12/2014

Vidarth Jaikrishnan, Stribr

MARKETING

10/12/2014

Vidarth Jaikrishnan, Stribr

START-U
P
10/12/2014

Vidarth Jaikrishnan, Stribr

THIS PRESENTATION
IS
SPECIFICALLY FOR

10/12/2014

Vidarth Jaikrishnan, Stribr

Tech Product
Companies
(Leaning B2B)

10/12/2014

Vidarth Jaikrishnan, Stribr

How to get your
frst
‘X’ customers.
10/12/2014

Vidarth Jaikrishnan, Stribr

Based on what I’ve learnt the hard
way

10/12/2014

Vidarth Jaikrishnan, Stribr

Hard way
=

10/12/2014

Vidarth Jaikrishnan, Stribr

Couldn’t get customers
Changed our Product after 3 months
of trying. Spent another 3 months
trying to get our frst customer to
use the product. Struggledto expand
to more customers. Struggling to get
payments on time. Co-Founder is
broke. Laptop display broke (Rs.
5000 to repair) .
10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

All this while having lunch
at Amma-Canteen….almost Every
Day

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

I know a bit about
Marketing I know a LOT about
Zero Budget
Vidarth Jaikrishnan, Stribr

LET’S GET
STARTED

10/12/2014

Vidarth Jaikrishnan, Stribr

TEAM

MARKET

10/12/2014

Vidarth Jaikrishnan, Stribr

PRODU

TEAM

10/12/2014

Vidarth Jaikrishnan, Stribr

PRODUCT

10/12/2014

Vidarth Jaikrishnan, Stribr

PRODUCT DEVELOPMENT
CUSTOMER
DEVELOPMENT

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

GETTING YOUR FIRST
‘X’ CUSTOMER
S
X = 10 – 50 for a B2B
Startup
X = 1000 – 10,000 for a B2C
Startup
10/12/2014

Vidarth Jaikrishnan, Stribr

How to calculate
‘X’

10/12/2014

Vidarth Jaikrishnan, Stribr

START-UP
MARKETING
101

10/12/2014

Vidarth Jaikrishnan, Stribr

MARKETING  SOCIAL MEDIA

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

MARKETING = Everything you
do communicate your value
proposition to your potential
customer

10/12/2014

Vidarth Jaikrishnan, Stribr

The difference between a
great marketer and a lousy one
is the ability to understand
WHO to market to.
-Anonymous

10/12/2014

Vidarth Jaikrishnan, Stribr

WHO is my
customer?

10/12/2014

Vidarth Jaikrishnan, Stribr

How do I reach him/her ?

10/12/2014

Vidarth Jaikrishnan, Stribr

How to acquire customer
#1

10/12/2014

Vidarth Jaikrishnan, Stribr

Make a list of all the
working professionals you
know.

10/12/2014

Vidarth Jaikrishnan, Stribr

Talk to all of them about your
idea/product.
Ask them for intros to
potential
customers.
10/12/2014

Vidarth Jaikrishnan, Stribr

You’ll be surprised at how many leads
you get.

10/12/2014

Vidarth Jaikrishnan, Stribr

Go Out and Convert One of these
Leads

10/12/2014

Vidarth Jaikrishnan, Stribr

This is the hard bit. There is a lot of
luck involved

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

MAKE IT HAPPEN

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

STEP 2

Get this frst customer to use your
product - consistently

10/12/2014

Vidarth Jaikrishnan, Stribr

THIS IS EVEN HARDER.
Trust me

10/12/2014

Vidarth Jaikrishnan, Stribr

Your Customer

10/12/2014

Vidarth Jaikrishnan, Stribr

YO
10/12/2014

Vidarth Jaikrishnan, Stribr

Once again…you’ve gotta make
it
happen.

10/12/2014

Vidarth Jaikrishnan, Stribr

If they are not using your product
regularly you have to fnd out
why.
This is the true test of your value
proposition.

10/12/2014

Vidarth Jaikrishnan, Stribr

YOUR #1
Priority
MAKE CUSTOMER #1 HAPPY

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

STEP 3

GET CUSTOMER #1 TO
PAY

10/12/2014

Vidarth Jaikrishnan, Stribr

Okay!
Sure… Next
week Then.
10/12/2014

Vidarth Jaikrishnan, Stribr

Go back to your old list of
contacts.

10/12/2014

Vidarth Jaikrishnan, Stribr

Try to convert as many leads
as possible.

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

Photo Credits: Adarsh Balak
on Facebook

Get referrals from customer
#1 .

10/12/2014

Vidarth Jaikrishnan, Stribr

These are the easiest leads to convert
IF
Customer #1 is happy

10/12/2014

Vidarth Jaikrishnan, Stribr

Target 10-15 paying
customers

10/12/2014

Vidarth Jaikrishnan, Stribr

On the way to target
15

10/12/2014

Vidarth Jaikrishnan, Stribr

Start Blogging

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Vidarth Jaikrishnan, Stribr

Open Social Media Pages to promote
your blog.

10/12/2014

Vidarth Jaikrishnan, Stribr

Choose the right Social Networks.
You are NOT going to advertise.

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

Inbound Marketing + SEO
Takes
time.
Start now. Be Patient.
10/12/2014

Vidarth Jaikrishnan, Stribr

On the way to target 15…here’s
what the non tech founder
does every day. All day.

10/12/2014

Vidarth Jaikrishnan, Stribr

10/12/2014

Vidarth Jaikrishnan, Stribr

Write Blog
Post

10/12/2014

Vidarth Jaikrishnan, Stribr

Write Blog
Post

10/12/2014

Talk To
Customer

Vidarth Jaikrishnan, Stribr

Write Blog
Post

10/12/2014

Talk To
Customer
Product Feedback

Vidarth Jaikrishnan, Stribr

Write Blog
Post

Talk To
Customer
Product Feedback

Get Money

10/12/2014

Vidarth Jaikrishnan, Stribr

Write Blog
Post

Talk To
Customer
Product Feedback

Get Money

Register the
company

10/12/2014

Vidarth Jaikrishnan, Stribr

Write Blog
Post

Talk To
Customer
Product Feedback

Get Money

Acquire New
Customer
10/12/2014

Register the
company

Vidarth Jaikrishnan, Stribr

When you finally get to
#15

10/12/2014

Vidarth Jaikrishnan, Stribr

This method of acquiring customers
will not scale beyond this.

10/12/2014

Vidarth Jaikrishnan, Stribr

Your
Company
Continue to bootstrap.
Move from Zero
budget to Other
Marketing Methods.

10/12/2014

Raise $$$
Try to Scale Rapidly.
Hire team. Invest $ in
advertising.

Vidarth Jaikrishnan, Stribr

Image Credit : @stinsondesign on Twiter

This is where most
startups are

10/12/2014

Vidarth Jaikrishnan, Stribr

Image Credit : @stinsondesign on Twiter

This is where we are

10/12/2014

Vidarth Jaikrishnan, Stribr

This Deck Is Uploaded on Slideshare

@vidarth91
www.stribr.com/bl
og

10/12/2014

Vidarth Jaikrishnan, Stribr

My Co-Founders are more
interesting than I am…

10/12/2014

Vidarth Jaikrishnan, Stribr

On Twitter
@rohitp
@chingucha

10/12/2014

Vidarth Jaikrishnan, Stribr

Questions

10/12/2014

Vidarth Jaikrishnan, Stribr

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