1. Creating a “buzz” For your start-up The difference between “hype” & “buzz” = Perception

2. Marketing Analysis* * Prof. Robert Dolan, Harvard Business School CustomersCompany CompetitorsCollaborators Market Segmentation Target Market Selection Product & Service Positioning Product & Service Place/ChannelsPromotion 2. Creating Value 1. Starting Gate Pricing 3. Capturing Value

3. Pricing 3. Capturing Value Profits Customer Acquisition Customer Retention 4. Sustaining Value

4. And NOW for the BUZZ

5. Just say “NO”

6. It starts with YOU If you don’t believe it - no one else will. If you can’t explain it - no one else will (and no one else will believe you!)

7. Then your immediate family Workers Senior Management Technical Marketing Office Support Consultants Accountants Lawyers VCs Board Members Investors Investment Bankers Brokers Suppliers Distributors Strategic Partners

8. And then your extended family! End Users The World at Large Your Competitors

9. Media Rollout AlphaBeta Product Launch, Pilot Speaking Popular/Daily Industry Tech x x x x Catching the wave... Product Naming Logos & Fliers Brochures Web site One Web site Two Booths & Shows

10. Advertising VS. Public Relations & Controlled Time Exact Message Details that print wouldn’t cover POWER Endorsement from the outside Less expensive Network – great reach

11. Not All Press is Good Press automatically

14. Presenting Yourself... KISS

16. Presenting Your Company... EDU - TAINMENT

18. Being Original doesn’t mean it means “being original”

19. In Conclusion… Tell ‘em what you’re going to tell ‘em. Tell ‘em Tell ‘em what you’ve told ‘em Always tell the TRUTH – that way you don’t have to remember what you’ve said Have FUN These are the good old days