Jonathan 5 Startup PR Fails (KLFI Summer 2015)

8/20/2019 Jonathan 5 Startup PR Fails (KLFI Summer 2015)

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http://f.co | @ounding

5 Startup PRFails

Jonathan Greechan, o!Founder, Founder "nstitute




#ho a$ "%

v.01: Intern --> Marketing Lead, Game Trust

• &'$$( pla)ers, *ill+oard -ard #inning Ga$e Producer

• Raised '($$, c0uired +) Real1et-or2s 3''4

v.02: Co-Led Product on ea!"s Communit# Game

P!at$orm

v.0%: Launc&ed T&e'unded.com, 'ounder

(&o)case – 6 &,''' paid $ar2eting

v.0*: Co-'ounder, 'ounder Institute

– 6 5,''' paid $ar2eting in frst 7 )ears, 6 ',''' to date




*eore -e get started8

+&at is t&e most

imortant t&ing $or startu

$ounders

to $ocus on




9oid the Product Fallac);

Product is not king.

TCTI/ I(.




5 Startup PR Fails

1.I"!! ust /utsource It3

2.eg!ect t&e 4asics

%.(tart P Too Late

*.o (tor#

5.o (trateg#




Fail <&: "=ll >utsource PR;

• o seed-stage

startu s&ou!d ever

outsource P

• >65k7mo, 87mo min

• o reduction in t&e

'ounder"s )ork




&.&: "=ll ?o it )sel;A

• 9ar!# P needs to e

'ounder7 C9/ driven• 9ar!# P ;rms are on!#

e<cient )&en #ou &ave

inound7 need training




Fail <: 1eglect the *asics

(to making

it so &ard to

romote #ou=




.&: Belp Che$ Belp DouA

9asi!# $ound on #our site:

1.1 (entence escrition

2.C!ear ositioning in #our

cometitive !andscae

%.Logo and art ackage

e?uired eading: 'I.co7osts750*

http://fi.co/press




Fail <7: Start Coo Eate

@e!!o, m# name isA)e !aunc& on

Monda#.3




7.&. PR is 1>C a >ne!>;

Get (tarted Toda#:

1.'inding t&estor#te!!ers

2.Learning t&e

narrative%. Contriuting to

t&e narrative




7.: Che Stor)tellers

• Bou don"t itc&

u!ications - #ou itc&

eo!e ourna!istsD• +&o are t&e stor#te!!ers

• Learn aout t&em on

T)itter

• (tart engaging=




7.7: Cools to Find Che$

http://followerwonk.com/bio/?q=startups&q_type=all&flmin=1000&stctmin=100




7.: Cools to Crac2 H Ingage




7.5: ontri+ute to the1arrati9e

• T&e TME-i;cation o$

on!ine media

• 9ver#one is a u!is&er

• T&is is an unrecedented

oortunit# to u!is&

and gain t&oug&t

!eaders&i=




7.: ontri+ute to the1arrati9e

http://www.one-tab.com/page/Qh1EDxC1QPyEa3mO4ymIGQ




7.4: ontri+ute to the1arrati9e




7.K: *e >pportunisticA




Fail <: 1o *asic Planning

• Launc&ing in t&e

ress is not a rite o$

assage

• Press is not a too! $or

idea va!idation, MFP

testing, or roduct

$eedack




. *asic PlanningA

• +&at is #our goa! – nnouncing our L;

not a goal

– Goals: Iarl) adopters%"n9est$ent%Recruit$ent%ainstrea$ adoption%

• +&o is #our target

• +&at is #our stor#




Fail <5: 1o Stor)

• Bou !aunc&ing

is not a stor#• (

dvertisement

, ot a (tor#D




?on=t ?rin2 Dour >-n Moolid

• Bour a# is

not secia!

• @o) do #ou

make ot&er

eo!e care• 4ui!d a stor#.




5.&. *uild a eaningul Stor)

4ui!d a

1Dmeaning$u!

stor# )&ere #our

coman#

2D!a#s an

imortant ro!e.




Stor) C)pe &: ?ra$a

+e !ike rama

&. Good 9s. I9il

. ?a9id 9s.Goliath

7. I9olution 3L or

D. ontro9ers)




Stor) C)pe : Crend

Pitc& a trend,

not a coman#

– ?on=t start -ith";, $);, -e;,our;

– Start -ith the;,toda);, there;

http://techcrunch.com/




Stor) C)pe 7: People

Peo!e t&e

)&o3D are more

interesting t&ancomanies t&e

)&at3D

– Dour stor)

– Dour custo$er=sstor)




Stor) C)pe : Purpose

T&e mission t&e

)&#3D is more

interesting t&an

t&e coman#

t&e )&at3D – Che $oti9ation

– Che societal +eneft




Stor) C)pe 5: Nalidation/ Craction

9noug& (aidA




Stor) C)pe : Oni0ue "nsight

Create

e!evanc#

– ?ata, ?ata,

?ata – ounterpoint

EM

http://www.one-tab.com/page/STPsaVRPS5OhRp2WucIqXA




*ut #ait Gut hec2

• ourna!ists

)ade t&roug&

4( a!! da#

• on"t get

caug&tmanu$acturing

ne)s




ppendiQ: Che Pitch

9HI9 9IG: 'I.co7guides7J%

• Kee it sim!e - ust a $e)

sentences

• /er an ec!usive

• Take it ste # ste

• Get t&em on t&e &one




" " lea9e )ou -ith >1Ithing8;

dvertising is

oug&t.

P I( 99.

Bou need to start

9IG it /+.




onat&an Greec&anCo-'ounder, 'ounder Institut

Producer, 'ounder (&o)caseT)itter7 Insta: Nonn#startu

'47 Linked: onat&an.greec&a

Chan2s



http://f co | @ounding

PR &'& #or2shop

9ver#one &as an

ang!e, !et"s ;nd

#ours=

&. ?efne Dour Goal

. "denti) Dour Cargets

7. rat a Stor)

Documents

Jonathan 5 Startup PR Fails (KLFI Summer 2015)