11 Marketing Tools Your Startup Needs For Launch

Question: What ONE must-have tool should small businesses include in their marketing campaign when launching a new product? (events, pop-up shops, swag, social media campaigns, etc.)

Mailchimp Is a Must

“For every new product launch, we collect emails via MailChimp. We use their email campaign and auto-responder functionality to draft countdown emails so that our customers receive regular updates and pre-specified intervals prior to launch. These email campaigns get customers excited about our launch and result in increased conversion.”

– Bhavin Parikh | CEO, Magoosh Test Prep

Landing Pages with Unbounce

“Landing pages are a must when launching a new product. They let you easily focus the potential consumers attention on the actions that you deem desirable. With new products, money is scarce, so having the highest conversion rate is of necessity. My product of choice is Unbounce — it’s dead simple to use, and they also have new and improved features for the advanced user.”

– Lawrence Watkins | Founder & CEO, Great Black Speakers

Create a Dedicated Email

“As you’re building buzz for your product, there must be a customer and sponsor support team ready to handle incoming questions. Put your email out there everywhere and encourage questions, ideas and communication. Don’t just have the email account, but be ready with resources, FAQs and engagement specialists to nurture your early adopters and raving fans and help them promote you further.”

– Kelly Azevedo | Founder, She’s Got Systems

Set Up Google Analytics Properly

“You can’t have a good marketing campaign without tracking in-depth analytics throughout the entire process. Not only is Google Analytics great because it’s free, but they continue to add more robust features for tracking every detail of each visitor on your site, which will help you understand the location, referrers/keywords, behaviors, site usage, and transactions of each of your visitors.”

– Seth Kravitz | CEO, Technori

Incorporate Retargeting Pixels.

“Use a service like ReTargeter or AdWords Remarketing in order to drop cookies for first-time visitors to your website, so that you have the opportunity to remarket to them later and stay top of mind. Start building your remarketing list from day one.”

– Matt Mickiewicz | Co-Founder, Flippa and 99designs

Utilize Hacker News

“Hacker News is a great place to launch a product. If you submit your site correctly, it could drive thousands of visits within a few hours and collect excellent feedback. Make sure to read how to use Hacker News first though!”

– Ben Lang | Founder, Mapped In Israel

Put In a Squeeze Page

“If I had to recommend one tool for any product launch, it would be a “squeeze page,” also known as an opt-in page. Get an account with an email service provider (ESP), create a squeeze page, and point potential customers to it during your pre-launch. Send emails to your subscriber list building anticipation for the launch, and then offer your subscribers a limited-time offer upon the launch.”

– Pete Kennedy | Co-Founder and Managing Partner, Main Street ROI

Let People Use Your Product!

“If the goal is to get people to use your product and talk about your product, then it seems logical that you should get that product into as many hands as possible. If it’s online, this means a trial. If it’s food, it means having tons of samples. If it’s jeans, give away your jeans. You can talk and hype something all you want, but the product speaks for itself. A worthwhile investment.”

– Luke Burgis | Director, ActivPrayer

Bloggers Create the Buzz

“A lot of small businesses focus on long-lead, print media without realizing the power of blogs. Even relatively small blogs have the power to convert sales with links in a much more powerful way than print ever can — and even have the potential to take on their life of their own through social sharing.”

– Alexis Wolfer | Founder/CEO, The Beauty Bean

Coordinate a Social Media Push

“Including fans in the conversation or decision-making process prior to launch is by far the most valuable pre-promotion you can do. We generally narrow new watch designs or colors down to three or four options before running a vote on Facebook, Twitter, Instagram and Pinterest. It’s our “Threadless meets Kickstarter” model: whether we receive 100 votes or 1,000, we learn from our biggest advocates!”

– Aaron Schwartz | Founder and CEO, Modify Watches

Collect Real Testimonials and Reviews

“No matter what else you do to market a new product, you need to have proof that it does what you say it does. Getting people outside your company to try the product and talk about it is the only initial source of that proof that you can set up before the product goes on the market. So make the effort to get testimonials and reviews from beta testers and pre-launch customers.”

– Thursday Bram | Consultant, Hyper Modern Consulting

The Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, the YEC recently launched #StartupLab, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses via live video chats, an expert content library and email lessons.

1776 Connecting Federal Employees With Startups

By now everyone knows that the federal government is in a shutdown, the first one in over 20 years. “Non essential” federal government employees are furloughed, or temporarily laid off, so that the federal government can save money. Although most predict the shutdown could be over by October 17th, others aren’t sure of the future beyond that. At this point, who wants Congress controlling your future?

One thing is for sure though, and that’s the fact that over 800,000 people are currently sidelined by this shutdown. The shutdown is affecting all kinds of skilled workers, ranging from grounds keepers to people with executive level skill sets. Tens of thousands of affected workers are those with IT skills, some who even have startup experience.

1776, the entrepreneurial hub, coworking space, and incubator in downtown DC is closest to all the action. On day one of the shutdown, they held a federal government shutdown open house/cocktail party where affected federal workers with relationships with 1776 and the startups housed there, came to mingle.

It was after that event that some of the 1776 community came up with an idea for a database aimed at matching displaced federal workers with startups looking for workers. The database, located here, is looking for startups to post job opening and for workers to post their skill sets and find a match.

If your startup has a paid or volunteer position open, you should post it. In some cases federal workers are looking for something to pass the time. In others, they are looking to earn some money on the side.

What a startup will hopefully get, is a skilled worker and maybe even a long term team member that may perhaps, transition to working for the startup when the furlough is lifted.

In addition to the database, DC entrepreneur and designer Mike Aleo, who previously worked at the White House as a designer, has created this site to keep people up to date with how long the shut down has been going on. Now he’s looking for resources for people who have been displaced.

As for the database itself, while it started in DC and DC has the highest concentration of federal workers, there are no restrictions or geographic boundaries. There are federal workers in just about every city across the country.

If your startup is looking for help now, check it out.

Softbank’s Joe Medved: Diligence Is For Entrepreneurs Too

The national VC investors and angels who spoke at Everywhere Else Cincinnati loved the concept of talking to and educating entrepreneurs from everywhere else. In the months leading up to Everywhere Else Cincinnati, we fielded a lot of emails from investors asking about pitch contests and deal flow. Joe Medved joined Blair Garrou (Mercury Fund), Mark Hasebroock (Dundee Venture Capital), Mark Richey (West Capital Advisors/Draper), and Bob Coy (Cincy Tech) on the stage at one point or another during the conference to help educate early stage startups and entrepreneurs. The general consensus was if entrepreneurs are more in tune with the investor community, a lot of time will be saved.

Medved took that idea to the extreme by cramming down probably an entire college course worth of entrepreneurial content into a 30 minute talk and equally robust slides.

Our Managing Editor Monica Selby already covered the truth about getting VC attention, almost immediately after Medved left the stage.

Medved’s presentation was filled with important information. Equally as important as getting VC attention is the fact that due diligence is just as important for the startup as it is for the investor. Too many times startups are so excited about getting a “yes,” they are willing to take money from anyone.

Entrepreneurs need to make sure that the investor is the right fit for their startup. Does the startup see eye to eye with the investor? Does the investor bring value to the startup outside of just money? Taking on an investor is a partnership almost like a marriage. Just as a marriage, it may take a while to get into but it’s a lot harder to get out of. In that respect it’s even harder to get an investor out than it is to get divorced.

Medved offers these tips for doing due diligence on your investors:

References! Speak to entrepreneurs the investor has backed before, including those who have crushed it and been crushed.
– Is there healthy engagement with the investor? And their team?
– Where can they help & what types of board members complement them?
Leverage their network for customer references
– On top of your existing customer references, ask to pitch your business to potential customers in their network
Follow on investments
– If they’ll follow, how frequently do they?
– How much would they reserve?
If you’re working with a fund what is their capital health
– What percentage of their fund is invested and reserved
– If they’re raising soon, is your individual lead in good standing?

All of these points are very important to a startup. As painful as it may be for your pocketbook or bank account or even your startup, if the answers to these questions aren’t comfortable for your team, product and startup you may need to look for another investor.

Follow Joe Medved on Twitter @joevc

Check out more coverage from Everywhere Else Cincinnati here.

A Startup Walks Into A Bar And Orders…

Six decade old advertising agency archer>malmo gave an amazing discussion at SXSW 2013 called “When Bad Names Happen to Good Startups.” It was a candid look at naming mistakes startups make. While sometimes names are an afterthought based on a url’s availability, the folks at archer>malmo and their investment arm a>m ventures, preach the importance of a name because it’s the foundation of your brand.

Patrick Woods, a>m ventures Managing Director, says “say nodaddy to godaddy” referring to the practice of naming a startup for a URL. That was just the beginning of an amazing presentation at our Everywhere Else Cincinnati conference earlier this week. What transpired after a brief introduction had the entire audience talking for the rest of the conference. In fact, shortly after the discussion The Cincinnati Business Courier’s Andy Brownfield was so blown away he posted this story.

So the story goes like this: archer>malmo’s Senior Copy Writer Justin Dobbs is a close friend of Woods. “He’s one of the most creative guys I know,” Woods told the audience. So it was a feeling of shock, or possibly being blown off when Woods was recently looking for a gift to get a male friend for his birthday. He figured he would turn to Dobbs’ creative edge to help him come up with something truly amazing. Dobbs’ suggestion? A bar of soap. But not just any soap,

Dobbs suggested a bar of Duke Cannon. Now Duke Cannon is a man’s soap. Its brand isn’t just a brand; it has a personality. Brand is bold, and masculine and their branding is something Woods was successful in driving home.

Their website and brand image is filled with personality. “Tested by soldiers, made in the USA” is one of the rotating graphics that dons the companies web page. “Veggie Burger’s Don’t Mind If I Don’t” is another.

“Duke Cannon doesn’t dine with vegans and he could give a damn about your iPad,” it says on the company’s about page.

Duke Canon’s personality is that of a man, a man’s man. If he walked into a bar he would undoubtedly order something hard.

That’s one question Wood’s asked the audience at Everywhere Else Cincinnati. “What would your startup order at a bar?” “What would your startup order to eat?” was another.

Woods said startups that use simple descriptors may have found the perfect way to tell what their startup does, but they’re so simple that they are insulting to users.

Duke Cannon has a brand voice and startups need one too. “Startups almost feel like they need to sound like a startup. Don’t try to sound like a startup,” Woods said to the audience.

“When you develop a strong personality, you start moving your startup from a product to a brand,” Woods told Brownfield. “Personality is what your brand says when you’re no longer speaking.”

Nibletz would order a Redbull and Vodka and pizza.

Find out more about a>m ventures here.

Jeff Hoffman: 10 Tips For Entrepreneurs I Learned Along The Way: Lessons From Everywhere Else Cincinnati

Monday afternoon Priceline and Ubid founder Jeff Hoffman took the stage. For decades Hoffman, an entrepreneur his entire life, has spoken to big corporate CEO’s, sales forces, and countless others in the business world. Over the past two years, when we hear “startup conference” and “Priceline fuonder,” it’s been Scott Case, the founding CTO of Priceline and the founding CEO of Startup America. Case drives home excellent points about startup communities.

After spending most of his career creating business plans (successful ones at that), Hoffman has now turned to building entrepreneurs. He is a founder of Venture Camp, a reality show and accelerator that had it’s inaugural session in an Indianapolis mansion. After the success of the first cohort on film and with their companies, Hoffman is looking to expand the program.

Hoffman told the story of his entrepreneurial journey to the audience at Everywhere Else Cincinnati. He started out as an entrepreneur not because he wanted to make huge amounts of money but because he wanted to at least attempt to fix broke things he came across.

“I set out… to deal with problems that no one is fixing,” Hoffman told the crowd at the Duke Energy Convention Center in Cincinnati.

Although uBid and Priceline have been wildly successful Hoffman said “big companies don’t just appear. Even Priceline was a small startup”.

Hoffman then started in on his 10 points of entrepreneurship:

1. Find Your Purpose– People who are focused on purpose far exceed the people who focus on money. Find the purpose that drives you. To illustrate this example, Hoffman told the story of an employee he had named Chris whose purpose was to get his family out of a trailer and into a real house and nothing was going to stop him.

2. Work Backwards from your goal. Set your goal and work backwards. Set your goals and then find out each step to get there, and then do them.

3. Get engaged in the world around you. Sit next to someone you don’t know. The more engaged you are, the more ideas you come across. “I’m amazed with the network I built because I was just out somewhere doing something,” Hoffman said.

4. Solve a real problem.

5. Win a gold medal at one thing– Find something, and tune out everything else. Hoffman explains that many entrepreneurs don’t like this because they worry about the next idea. He then explained that the people that get to work on their next ideas are the ones who won a gold medal on their first idea. He turned to Amazon founder Jeff Bezos as an example: “Bezos always wanted to sell everything, but he became so damn good at selling books, the best damn book seller in the world and with that gold medal built out Amazon. People trusted him on their book sales experience; now they’ll buy anything from him”. Gold Medal= credibility

6.Build a great team- Hire someone smarter than you. “Don’t you want to be the manager with 7 people on the all star team, not the one who has a shitty team because you didn’t want players better than you?” Hoffman asked. Hoffman added that he told his Priceline team once that they could completely change industries on one Friday morning, and they would still win.

7. Get out of your office. The best companies build their product for customers. When Hoffman has a good idea he grabs his car keys to go out and find someone with a wallet who likes the idea.

8. Launch Something- MVP doesn’t mean put a crap product out there. If you go too lean, you’re putting your reputation on the line. “I remember you. You’re Jeff, the crap guy.” Don’t over do the lean thing just to rush something out there. Do two functions of your five function product and crush them. Lean is like throwing shit to the wall.

9. Find a mentor.

10. Work Hard.. success is no secret, work hard. – Hoffman saved his best personal story for last. He’s good personal friends with Evander Holyfield. One day he was visiting with Holyfield who was finishing a workout and Hoffman was spotting him. Holyfield was doing an extremely difficult exercise that he does 300 times a day. Hoffman was counting with Holyfield and then apparently lost count at 299 or 300. Holyfield needed his friend to be absolutely certain whether it was 299 or 300. When Hoffman wasn’t sure Holyfield went down one more time and did the exercise again.

When Hoffman asked Holyfield why he did that, the heavy weight champion told him “The difference between 299 and 300 is the difference between heavyweight champion of the world and just another boxer.”

Needless to say Hoffman does 300 every single time.

Cincinnati Startup Modulus Wins Everywhere Else Cincinnati 2013 Startup Champion

Modulus founder Charlie Key wasn’t looking to win a startup pitch contest when he signed up for this week’s Everywhere Else Cincinnati conference. Key is very active in the local Cincinnati startup community and likes attending startup events. The Modulus team ended up leaving the event with the big ass trophy.

Startups in the Startup Avenue at Everywhere Else Cincinnati participated in the CincyTech, and Cincinnati USA Regional Chamber Startup Poker Run. Over 50 investors and VIP’s at the conference were given five poker chips on Monday morning when they checked in. From 1:00pm-5:00pm that afternoon the investor group was told to check out all of the startups and hand out their chips to the startup they thought was the best. At the end of the afternoon the 5 startups with the most chips got to pitch to the crowd and to a group of judges.

West Capital’s Mark Richey, Draper Triangle’s Will Indest, a>m ventures Patrick Woods and Cincy Tech’s Avi Ram served as the contests judges.

The five finalists were:

Energy Harvesters- a Boston based startup that uses kinetic energy built up through walking and footwear to charge cell phones.

Kids360– a Memphis based startup that helps parents have a better piece of mind in emergency situations while their children are in the care of others.

Tixers- a ticketing platform aimed at season ticket holders and others that eliminates the risk of tickets not selling on Craigslist or StubHub.

Spacefinity- a Pittsburgh startup in the sharing community that allows people to rent space in their homes, sheds, garages, basements and other areas for others to store their stuff (AirBnb for storage).

Modulus– a scalable application platform for developers that offers node.js hosting, MongoDB and performance analytics in the cloud, based in Cincinnati.

All fives startups made engaging 3 minute pitches and then were put through a 3 minute Q&A session with the judges.

Modulus was the judges’ favorite with Tixer in 2nd place. Modulus was crowned the Everywhere Else Cincinnati 2013 Startup Champion. They received a huge trophy, bragging rights, and startup services including a branding consultation with archer>malmo (a>m ventures) and an investor meeting with Cincy Tech.

Key was surprised that their team had won, and they quickly took their trophy back to the office and shared it with their social networks.

Find out more about Modulus here.

8 Mandates To Finding Your Meaning From Elevate’s Jake Stutzman At Everywhere Else Cincinnati

At most startup conferences, there’s a speaker or two who makes everyone get up from the chairs and do something, get the blood flowing, meet new people–you know orchestrating meaningful collisions. That speaker at Everywhere Else Cincinnati didn’t come until Tuesday afternoon when Jake Stutzman the founder of Omaha’s Elevate took the stage.

Stutzman, whose firm spearheaded the “experience” part for Everywhere Else Cincinnati, wanted to make sure that the attendees in the room were doing what they were supposed to. After testing moving the group closer to the front and closing the gaps, he tested the audience participation and moved on with explaining 8 mandates to finding your meaning as part of his discussion, “Find The Meaning Find The Money”.

The eye opening talk led off with Stutzman throwing some basic words on the screen and asking the audience to say what brands those words represented in their minds. For instance when he put the word “coffee” on the screen the crowd quickly blurted out Starbucks. For computer, most said “Apple”, and for the word “Phone” most shouted out iPhone, although one person went retro yelling out “Motorola Razor”.

While most of the brands said here made the list of the “World’s Most Valuable Brands”, they are extremely valuable because they own the category in people’s minds. How does a product go beyond just a product and become that category owning brand? Stutzman mapped it out clearly with these 8 mandates. “Usefulness only lasts until something better comes along,” Stutzman told the crowd. Need an example of that, just look at Blackberry.

These 8 important mandates are:

1. Know Yourself

2. Know Your Audience. Who’s your audience? Is there an audience for your product? How do you engage that audience?

3. Know Your Competitor and your category. Do a competitive audit, and know what your competitor does

4. Be Different.

5. Cast a Vision

6. Make it accessible, have brand identity, create memorable experiences and make sure your brand is infused in everything

7. Be Consistent. Consistency is the key to all of this. “It’s the difference between a chaotic brand and a charismatic brand,” Stutzman said.

8. Empower brand champions, find those champions for your brand those people that are extremely loyal and give them the tools to help grow your brand. These brand champions will work for you because you want to.

Nick and I got to experience all of this first hand starting with a two day workshop at Elevate’s Omaha, Nebraska office. There the Elevate team asked us hard questions about exactly what we wanted to do, who attended our conferences, who read our website, who shares our content. Who do we want to come and what do we want them to do? This is why Elevate is so much more than a design firm.

Elevate helped our brand appeal to multiple senses. Visually how was everything going to look? How were we going to direct people and what were they going to do on site?

Moving into 2014 we will have three conferences and continue to work with Elevate, who will help us make sure we continue to drive home these mandates.

Find out more about Elevate at elevate.co

Geeklist Is Gearing Up For the Next #Hack4Good

This past summer Geeklist–the social platform for developers–launched a series of hackathons that had a global view from day one. #Hack4Good takes the typical hackathon/Startup Weekend format and turns it into a engine of social good. Rather than building companies in a weekend, participants work on real solutions for real problems. No photo sharing apps or black car service allowed.

Now, that’s something I can get excited about.

The hackathon doesn’t just happen in one city, though. On the announced date, developers around the world gather in their individual cities and hack their way into some social problem solving. The first #Hack4Good was held in June, with events in San Francisco, San Diego, Philadelphia, Los Angeles, Tel Aviv, and Lisbon. There were some pretty cool projects produced.

The next #Hack4Good will be held October 4-6 in cities like New York, New Delhi, Kathmandu, Minsk, and more. Cincinnati (host also to a certain national startup conference) is also participating in the global event. If your city isn’t involved yet, you can hop online to participate.

The hackathon is mobile-focused, meaning projects are built on Android, iOS, Windows phone, or special sponsor Moovweb. Various API’s are opened for participant use, and each location offers prizes for the best teams.

#Hack4Good is looking to solve real world problems, which means many of the projects are instantly scalable. Natural disasters, famine, and war affect most our world, and the problems they cause extend to the majority of the population. Solutions that come from #Hack4Good could “change the world” in the best possible way.

“We feel the team at Geeklist knows what the developer/tech community is capable of solving and is organizing hackers for social good, honest efforts, to solve real serious problems with their second global hackathon for good,” said Charlie Key, CEO of Modulus, one of the sponsors of the Cincinnati hackathon.

Are you a developer, UI/UX guru, or design specialist interested in changing the world? It’s not too late to sign up in your city or online.

YEC Founder Scott Gerber Knows The Most Important Question to Ask

Scott Gerber woke up the mid-afternoon crowd at Everywhere Else Cincinnati. The fast talking, pacing New Yorker, pulled everyone together and mixed them all up in the middle of the room. Then, he instructed them to look to someone next to them and ask the most important question:

How can I help you?

After 30 seconds, he cut off the buzz and pointed out all the business cards exchanged and conversations started. The exercise highlighted the thesis on which he’s built the Young Entrepreneur Council: social capital is the most valuable currency in the age of social media.

According to Fast Company, the most important role people can take on in the current economy is that of the superconnector. The superconnector spends his time trying to connect other people–even if on the surface they have nothing in common. The superconnector can see relationship possibilities where other people might not.

So, how do you become a superconnector? As with anything we do, the most important thing to get right is the mindset. Our instinct as people is to figure out what we can get from people. Within in 20 seconds, we decide if the person we’re talking to can help us.

The superconnector, however, asks first, “How can I help you?” They give (A LOT) before they take. And, they dedicate real, meaningful time to the people they meet. Gerber insists that we must walk away from the phones, walk away from the computer, and spend real time with the people we come across. We tend to think people with a lot of Twitter followers are influential, but that’s an ego metric that means far less than real conversations.

Gerber’s talk rings true in a world with fewer and fewer set industries. We live in a “slash” world (I’m an editor/writer/mom, for example). Gone are the days in which we spend 40 years in the same job, honing the same craft. In the mobile world we live in, becoming a superconnector can be the best way to not only grow your own career, but also give back to society at large.

To learn more about Scott Gerber, follow him on Twitter and visit theyec.org.

To Grow A Startup, Grow as an Individual

Of all the speakers at Everywhere Else Cincinnati, none embody the Everywhere Else mentality more than John T.Meyer, the Founder of Lemon.ly – a startup that builds awesome infographics. Meyer and Lemon.ly are based in Sioux Falls, South Dakota, the state’s largest city with a population just north of 159 thousand. “Everywhere Else” personified.

Meyer’s talk, entitled “Don’t be Everyone Else at Everywhere Else,” outlined a more internal, individualized approach to building a startup. Rather than focusing blindly on bettering and building the company itself, Meyer argued, an early-stage founder is better served by expending an equal amount of time and energy in bettering his or herself. Or, essentially, a founder should grow as a person to grow the company. Meyer went on to outline 7 points, in the form of quotes, that speak to this approach:

Execute on being you

-Gary Vaynerchuk

Essentially, in the context of Meyer’s discussion, this means that a founder should play to his or her strengths. If you know sales, sell. If you code, code. Conversely, if you know marketing, don’t code, and so on. Play to your strengths.

When human judgement and big data intersect there are some funny things that happen.

– Nate Silver

While tracking big data and various metrics is a familiar undertaking for founders, Meyer brought this up in the context of individual, daily life; i.e. tracking the quantified self with a Fit Bit or some such device. It goes back to knowing and executing on yourself.

It is not enough to be busy. The question is: What are we busy about?

– Henry David Thoreau

Meyer argued that everyone is busy, but a founder must prioritize, and eliminate to the extent it is possible, lesser tasks and focus on the larger goals. A sort-of task triage if you will.

The difference between successful people and very successful people is that very successful people say ‘no’ to almost everything.

– Warren Buffett

This Buffet quote speaks to the Thoreau quote above. It is not enough to simply prioritize your tasks as a founder, you must learn which of those to reject. This is a very less = more approach.

Everyone has highs and lows that they have to learn from, but every morning I start off with a good head on my shoulders, saying to myself ‘it’s going to be a good day.’

– Lindsay Lohan

Meyer used this quote, jokingly, to argue for the use of an alarm clock, as opposed to setting an alarm on a phone. More-or-less, Meyers argued, once you come in contact with your cell phone, it instantly compartmentalizes your brain into ten or more different sections, and you are completely unable to focus on the task at hand. You would be better served to go “phoneless” for the first few minutes or hour of your day.

I don’t know the key to success, but the key to failure is trying to please everybody.

– Bill Cosby

This gets back to saying ‘no’ and focusing on what you are doing. It is important to focus on what you are building and make it really good at what it does. Don’t expand the problem you are solving into sub-problems. Fix it, fix it real good.

If you really want to know where your destiny lies, look at where you apply your time

– Mark Cuban

A fitting end to the talk. Look at what you love doing, and go do it.

Essentially, Meyers talk boiled down to combining two aspects that are usually presented as dichotomy; the self and the company. Rather than treating the two as sort-or exclusive of one another, both should grow in tandem. To grow as a company, it is important to grow as an individual.

Andrew Thompson is the Managing Editor of TechFaster.

SoftBank Capital’s Joe Medved Tells the Truth About Getting VC Attention

It’s investor morning at Everywhere Else Cincinnati. We have some talented VC’s talking to the crowd, including a keynote from Joe Medved of Soft Bank Capital.

Medved’s talk was a gold mine for new founders considering raising capital. Seriously, he gave away all the secrets, even the ones to the most common question founders have:

How do I get a VC’s attention!

Medved had all the answers, some of them a little surprising.

Referrals, referrals, referrals. Without a doubt, the number one way to get a VC’s attention is a great referral. VC’s get pitches from thousands of companies a year, and they have to cut through the noise somehow. To drive the point home, Medved talked about that general info email address every company has on their website. “We may have taken a few meetings from that email address, but I’m pretty sure we’ve never actually invested in a company that used it.”
Networking was the second best way Medved listed for connecting with an investor. Conferences like our Everywhere Else series are great places to meet personable, helpful VCs. Meetups are also a great place, especially if they are super niche. For example, if you’re a hardware company and you meet an investor at a hardware tech meetup, you can feel confident they’re interested in hardware deals.
Don’t have a the kind of meetup you need close to you? Start it yourself! Proving that you’re a connector and can get things done is a great way to prove your worth to anyone, but especially and investor.
Medved, like all of us, talked regretfully about that massively full inbox. For busy investors, a better way to engage online could be commenting on their blogs or interacting with them on Twitter. This type of communication will grow, but at the moment, it’s often easier for VCs to interact on those platforms than through email.
Alternative sites like AngelList are far down the list, but they are still a good way to begin connecting. Crowdfunding can also be effective because once your prove the market value of your product, investment can seem a lot less risky.
Finally, apply to an accelerator, particularly one that engages lots of investors as mentors. These accelerators are set up to filter through cold proposals, so the investors that commit to mentoring know that some of the initial due diligence has already been done. If you handle the accelerator wisely, you have 3 months to prove your worth and get to know the VCs on a personal level. We all like to work with people we like, so a personal relationship is always a good thing.

That’s just a small portion of the great content we’re hearing at Everwhere Else. Stay tuned as we roll through day 2 in Cincinnati.

Andrew Warner Helps Entrepreneurs Counter Their Inner Insecurities

Andrew Warner, CEO of Mixergy, regularly interviews the best entrepreneurs in the world to learn about their tactics and experience. He knows about founders.

Entrepreneurs feel the resistance.

PUSH BACK ON THE RESISTANCE, was the message from Andrew. While building his greeting card and invite company, he convinced a partner to sell ads until by writing him a check for a refund if the partner was not satisfied. It worked. The partner was on board, despite initial resistance.

Resisting external forces is very different from resisting internal forces. Warner launched the invite site, but did not reach out to users because his internal voice, or counter mind, told him to keep working and building. Even his wife used another site instead of his software for invites. After he failed, Warner set out to learn from other entrepreneurs and never fail again, thus Mixergy was born.

Today, Andrew is pushing to reduce the counter mind–the negative thoughts–and strengthen your true mind.

Andrew realized that people have insecurities and needed a better way to address these counter minds. His big tips:

1. Pick one issue that triggers your negative chatter. This is that internal voice that kicks into your head

2. Listen to the counter mind. It loses power when you listen to that voice.

3. Ask questions about the counter mind statement? (is it true, does it matter). Challenge the voice and then assess the merit of the statement.

Most tweetable quote from his speech? “No one became great without sucking.”

Warner’s message is that connecting with the “true mind” instead of unnecessary negative thoughts will allow you more freedom to enjoy your work and success.

Startupland Director Announces Vine Pitch Contest at Everywhere Else

There’s already a lot happening at Everywhere Else Cincinnati, and we’re not even through the first morning!

We’ve talked about the new Startupland documentary before. The new movie, set to premiere in February, chronicles the lives of startup founders going through The Fort accelerator in Washington, DC.

It’s been quite a summer for Justin Gutwein. He finished filming the movie, closed out a successful Kickstarter campaign, and is now wrapping up post-production on the documentary. His team has also grown, they’re adding a few new interviews to the documentary, and finalizing the tour schedule.

Most people would think that’s enough going on, but entrepreneurs know we’re never too busy for another great idea.

Today at Everywhere Else Cincinnati, Gutwein announced a first of its kind Vine Pitch Contest. It’s simple enough to enter. Just record an 8 second pitch on Vine and mention @startup_land and #VinePitch. At the end of the month, the Vine with the most (real) retweets will win an iPad.

“It’s a creative and fun way for us to engage our audience in a way that resonates them, it’s about sharing ideas, and having fun with them,” Gutwein told me. “We also know how important the pitch is for any entrepreneur in any industry – so thought that we would put a fun challenge together to see if people could put something effective and creative into less than eight seconds!”

And you thought an elevator pitch was hard!

For all the rules and official stuff, head over to the Startupland site. The first contest opens tomorrow, October 1, and closes on October 31.

The Wildly Successful Marketing Secrets of Startups

Typically, startups are lean, with a limited supply of money, talent, and time, meaning they don’t have resources to throw around willy-nilly. While this can induce panicky feelings for a lot of business owners, the upside is that it automatically forces burgeoning startups to wield the resources they do have sharply and intelligently.

This balancing act can get a bit tricky when it comes to marketing, because the internet has enabled an absolutely ludicrous array of options, opinions, and ideas to spring up. Get a website up! Contact investors! Use Pinterest! Start a YouTube channel! It’s easy to become overwhelmed by the sheer scope of modern marketing and completely lose your head.

But focus! There are simple rules to keep in mind to craft the best marketing plan possible that fits your business. Any company’s product or service is built around a specific target audience, right? No matter how long your company’s been around or how much money it brings in, make sure your marketing is specifically targeted to your demographic as well, or it will flounder. While keeping in mind that your approach should be tailored to suit your audience, use these tips to make your marketing the best it can be!

Follow Mint’s Shining Example

Mint, a personal financial management service started in 2006, was built around the young professional demographic their chief marketer, Noah Kegan, thought was being neglected, and they aimed their content marketing accordingly with huge success. Behold, their secrets…Quality Content

Take a look at their MintLife blog yourself, and tell me if you don’t get sucked in by their entertaining, oh-so-easy-on-the-eyes infographics, and their friendly, direct, and helpful writing. Mint made sure to only engage quality writers and illustrators, both in-house and freelance. A lot of companies trip themselves up by going for quantity over quality and turning off many potential customers with low-grade content.

Remember that while quality content marketing may be a long game, it yields undeniable results.

Variety of Content

Knowing well how to appeal to their customer base of young internet-savvy professionals, Mint uses a variety of media to engage and hold their interest. Their blog doesn’t have just articles, but also videos, infographics, and slideshows, which keeps their site fresh and a pleasure to share with others.

Social Channels

To build up trust, Mint spread their content out to well-known social channels like Digg and Reddit and even more commendably, did it well. For the uninitiated, these social sharing sites can be tricky to navigate and come out the other end with positive feedback, especially Reddit. Mint managed to pull it off by genuinely engaging with readers of both sites. (Hint:don’t be spammy.)

Metrics

Mint also relentlessly used carefully selected metrics to track the reactions to their content, and then used that knowledge to pursue what was working and drop what wasn’t. This means they were constantly improving on what they’d done before.

But don’t make the mistake of thinking the benefits of quality content marketing is a one-way street. Content marketing benefits your company hugely as well, by allowing you to engage intelligently and consistently with your community, and make sure you are always thinking about next steps to self-improve and evolve.

Quality content marketing is infectious. Heck, sometimes I’ll sign up for a service I might not even use, just because of how appreciative I am for that company’s content. Simply signing up for their service makes me more likely to be a paying customer in the future or pass along word of it to others who may convert to profitable users themselves. The same principle applies to the pricing of e-books which (at an average of $3-4) sell for drastically cheaper than paper books. Why is that? Even if customers don’t actually read the book, the low price means they don’t have much to lose in purchasing it, and just the simple act of acquisition means you are more likely to spread the word to other potential customers.

Be Creative

Don’t limit yourself in the terms of how you interact with your user base. In a sea of businesses and other startups jockeying for recognition, why should they choose you? Stand out (in a good way) and your audience will be delighted with and appreciate your extra effort.

Be Thoughtful

Consider your future courses of action carefully. Letting your ideas incubate and then acting accordingly will benefit you much more than trying out new fads at random. Having a smart team with similar values and a solid grasp on what’s important to your company’s growth really helps with this.

Be Aggressive

Don’t be afraid to really put yourself out there. You have a lot of competition, after all, and you won’t reach your goals by being passive in your efforts.

Always Fine-tune

Pursue strategies that have proven results and prune out what isn’t working. This will keep your company a solid marketing foundation to build off of and keep operations efficient.

In the end, it simply comes down to being a valued resource, which means being trusted, reliable, smart, entertaining, and helpful.

Christine Beuhler is a regular contributor to Markerly’s blog. Markerly is a content agency that connects your brand to influencers.