7 Questions - for ideal customer profiles

In the age of sameness, instead of competing to be better, startups should compete to be unique - Different.

Take a second and think of any industry, there exist a ton of companies already. Market saturation results in too many copy & paste; strategies, content, and even copy.

Playing it safe in a saturated market is the riskiest thing to do - You can take this to the bank.

In this edition of Head of Marketing;

• You learn and accumulate marketing wisdom from experts in the trenches.
• You get systems and processes they used or are using to market and grow the companies they are heading.
• You get insights across different industries in software that you can tweak and apply in your own start-up

Keep an eye ' SaaS Start-ups' Lab ' newsletter every Friday = SUBSCRIBE

Today, I cover;

• VP of Marketing Dooly - Mark Jung
• CEO of Wynter - Peep Laja

But first;

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VP of Marketing Dooly - Video

How do you create a challenger brand?

In Mark's presentation, he details four steps to not being trapped in the sameness from an early stage of your start-up.

1. Deeply understand your Audience

What are the Jobs-to-be-Done for your ideal customer?

If you already have some customers on board, interview at least three of them by asking the following the questions;

• What happened the day that finally made you say; 'I need to [solve the problem ]?
• After that, how did you go about researching the potential solutions to [ solve problem]?
• What solutions did you consider?
• What is the #1 thing that made you confident [ product or service ] was the right solution?
• Now that you have [ product or service ] what is the #1 thing you are able to do that you weren't before?
• What is the one thing you hate most about [ our industry ]?
• Is there anything else you did like to add?

2. Prioritize creative ideas that win

During minimum viable product, pick the top three first.

The novelty will help you stand out in a very saturated market.

3. Distribution

How do you reach your audience at scale, creatively?

• Social
• Search
• Partner
• Influencer
• Community

Most high growth companies get 70% or more of their acquisition from one channel during their early life” - Brian Balfour; Former VP of Growth Hubspot

It is more about;

Experiment > focus

4. 100x your reach even on a small budget

Dooly decided to go with 'Sales humor' -meme marketing and it paid off. As an early-stage start-up, through thorough research, you have to find out what resonates with your ideal customers.

CEO of Wynter PeeP Laja - Video

When the default for most start-ups is sameness, you need a differentiation strategy to cut through the noise of saturation.

"Instead of competing for the best, you should compete to be unique " - Michael Porter

The differentiation strategy that can a MOAT is Building a Brand.

• You can go the Reverse Brand path where you break the norms and expectations and add new ones.
• You can as well go with Breakaway Brand by changing drastically to whom the product is meant for rather than what the market is used to.
• For a Hostile Brand, you pick a very specific audience [ advanced customers ] or take pride in your shortcomings to chance aways amateurs and attract experts.

This was the best performing ad on Facebook according to Peep who is the CEO of CXL as well.

Here are some ways to build a brand that is different;

• You can be the first in a category
• Build transparency into your brand
• Specialize in a specific market
• Market your product in a specific way
• Narrate stories
• User a personal brand [ Founder Brand ]
• Have a great customer experience

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Happy Friday

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Okerosi Davis