Product Marketing Strategy for Startup
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The document outlines the evolution and strategic goals of the Engazify platform, transitioning from a SaaS model to incorporating AI features. It details planned phases for product development, including features like a bot for Slack integration, an admin web app, and a beta launch. The emphasis is on branding, user engagement, and building a community around the product while ensuring a strong online presence and effective digital marketing strategies.
![PHASE 1: + Bot +Awards
Integration as a slash command/webhook
Enabling awards directly from Slack
Award/Expression counter
Awards = core values
Enabling queries with bot for stats
Very carefully explore options for best experience
Eg Syntax: /Engazify [username][award_name]
@[username] #[award_name]](https://image.slidesharecdn.com/engazify-nextstep-160922162710/85/Product-Marketing-Strategy-for-Startup-6-320.jpg)
Product Marketing Strategy for Startup
- 1. THE EVOLUTION OF ENGAZIFY Rajath D. M. 05/05/2016
- 2. Overview Product SaaS to AI, Features, Experience, Goals Brand (re)Define Brand, mascot(bot), Website Reach Full Power Blog & Content Engage Building a relationship with users
- 3. Color Codes defining priorities RIGHT NOW TASK Highest Priority, Do it Now, EoW NEXT WEEK TASK Next Immediate task, within next EOW TWO WEEK TASK Dependant tasks, within next 2 weeks LAUNCH TASK Completion and Finish. Get, Set Go!
- 4. PRODUCT We know we’re building something EPIC
- 5. Multiple Custom Integrations Change of Target Users Change in Point economics Supporting Web App Different competition App for ENGAZIFY Webhooks, bots, slash commands, Slack Buttons From startups/small teams in big companies to teams using slack Award name counter, flexibility on rulesets & reward lists For preferences, settings, rules, data, payment etc etc More AI than just SaaS; Bonusly, Growbot, HeyTaco
- 6. PHASE 1: + Bot +Awards Integration as a slash command/webhook Enabling awards directly from Slack Award/Expression counter Awards = core values Enabling queries with bot for stats Very carefully explore options for best experience Eg Syntax: /Engazify [username][award_name] @[username] #[award_name]
- 7. PHASE 2: +Webapp +Admin options Build web app to provide admin options Admin Dashboard Enable admins to define Rulesets Focus on experience & simplicity for Rulesets Eg rules: 5 awards to 500 points
- 8. PHASE 3: +Finishing touch More flexibility for admin Enhancing experience Test with first set of external users Options to create new rewards Points to purchase platform Eg rewards: 10 awards in a week = day off, 500 points = Custom gift etc.
- 9. PHASE 4: +Beta Launch Beta Launch; Invite only Invite friends, teams online or anyone who requests Frequent feedback to help user research Build more: New platforms, interfaces etc. Improvise. We should have a solid product within 2 months of this.
- 10. BRAND The way we want the world to see us!
- 11. Why? To have a uniform brand experience across all interfaces. The goal is to build a userbase that loves the product so much and talks about it.
- 12. Define Brand Characteristics, Personality Also Mascot & (re)Naming features Website Reflecting the Brand Accepting requests for invite Build Keywords Very specific for SEO, content and social media
- 13. Design Guidelines For social, e-mail & graphic content Base for UI/UX Taking the brand experience to Web/desktop/mobile interfaces Partnerships Associate with (or support mutually) the team’s or target’s or partner’s personal brand First Brand Evolution
- 14. REACH Getting to the right people.
- 15. Selling the problem we’re solving, the platform(s) we’re building on and the approach we’re taking. Engagement. Slack. AI.
- 16. Blog setup/Migration Based on brand, website etc. Full Power content Based on an Editorial Calendar Topics: Engagement, Productivity, Tools, Slack, AI Hack, Hustle, Scale Hack bots, automation - using tools for more reach Getting shares/retweets by partners
- 17. Map: Cities/regions with target audience. Hotter the color, bigger the market. Tweet heavy Multiple accounts, some bots on twitter (Max 3) Follow, like, retweet, interact Some Social PR Linkedin groups, Quora answers Search Ads, Promos Only if $$$ Permits More PR Let’s get featured! Offline Events/Co-working spaces
- 18. ENGAGE Keeping them users stuck to our products
- 19. The Invite Now that we’re building something, let’s make it a little private until the first set of users The Hook Product Decisions, Creating hooks/freemium stuff that users would pay for More Life for the Product Making the bot more human, useful, humorous, cool etc. Economics Making points & rewards nicer & more stable
- 20. User Research Lovable E-mails Community Talk to them, build for them Make them listen to us Build a stronger relationship
- 21. Digital Marketing Website Content Operations One big task Need to hire Intern(s) or part time or get help for Brand
- 22. Time for some action. Let’s build. Take Engazify to the next level.