Edu: Product Marketing - A Love Story

Edu: Product Marketing - A Love Story

Product Marketing is one of the most commonly neglected or misunderstood functions in a Silicon Valley style tech startup. At the best companies, it is the glue that keeps everything together and allows a deep focus on building and iterating a great product. Without this glue, things tend to fall apart, sooner or later.

Yaniv is out on vacation this week, so Chris is joined by a special guest host: Leah Mahtani, Product Marketer Extraordinaire. In this episode, Chris and Leah cover the following topics:

  • What is Product Marketing?
  • The role of Product Marketing in an agile organisation
  • Who should Product Marketing report to?
  • The “launch letdown”
  • The daily grind of go-to-market: enablement
  • What goes wrong when you don’t have a clear go-to-market
  • Common Product Marketing mistakes
  • Going “deep enough”

Connect with Leah on LinkedIn: https://www.linkedin.com/in/leahmahtani/

Follow the Startup Podcast on LinkedIn https://www.linkedin.com/company/the-startup-pod/

Follow us on Twitter Yaniv Bernstein @ybernstein Chris Saad @chrissaad

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Listen on Apple: https://podcasts.apple.com/au/podcast/the-startup-podcast/id1612757016. Listen on Spotify: https://open.spotify.com/show/5C6oN1uFj29A4jHZn57lNO.

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A bit about our hosts:

Chris Saad: Independent Startup Advisor and Angel Investor, who helps startups and entrepreneurs fast-forward company’s growth. Chris consults on developer platforms & ecosystems, future of media, data portability, on-demand economy, and the Silicon Valley ecosystem. Visit http://chrissaad.com/advisory/ or connect with Chris on LinkedIn https://www.linkedin.com/in/chrissaad/

Yaniv Bernstein: Founder and COO of Circular, a subscription e-commerce platform with sustainability at its heart. By focusing on customer experience while reducing waste and underutilization, Circular provides subscriptions to premium devices at affordable prices and with unmatched flexibility. Visit Circular https://www.nowcircular.com/ and connect with Yaniv on LinkedIn https://www.linkedin.com/in/ybernstein/

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Edu: Finding and Hiring Talent - Always Be Closing

Edu: Finding and Hiring Talent - Always Be Closing

Look at any great tech company, and there is an exceptionally talented team behind it. Great talent is always in short supply, so how do you make sure that you are able to secure incredible people for your startup? In this episode, Chris and Yaniv discuss: Hiring as marketing & sales Sourcing Employer branding What makes a good startup employee How to run a tight process Making a thoughtful decision Closing well Chris' "Tips for hiring like Uber" post: https://www.chrissaad.com/startupsnippets/2021/12/oxin1bo5ow0s53tz7vcsh7c3g8z5k3

19 Maj 202254min

Edu: Finding a Co-founder - Avoid Choosing the Wrong Partner

Edu: Finding a Co-founder - Avoid Choosing the Wrong Partner

The co-founder relationship is far and away the most important one in any startup. If you get the partnership right, you become an unstoppable team. If you get it wrong, the relationship will blow up -- most likely taking the startup with it. So how do you know what to look for in a co-founder? And how do you find Mr/Mrs/Mx Right? In this episode, Chris and Yaniv dive into: Getting unstuck at the beginning of the startup journey Do you need a co-founder? (spoiler alert: yes) The key skillsets in a founding team Co-founder relationship as a marriage, founder dating What makes someone a co-founder Finding vs. earning a co-founder

11 Maj 202243min

Edu: Technology vs. Product - The Power of Saying No

Edu: Technology vs. Product - The Power of Saying No

You’re a “tech” company, so you’re building technology, right? Wrong. Technology is merely the medium through which you are bringing a product to the world. In this episode, Chris and Yaniv talk about what it means to build a product, what that means for your relationship with customers, and the profound importance of learning how to say “no” to your customers.

5 Maj 202254min

Edu: Picking the Right Business Model - Don't Prop up the Industry you Should be Disrupting

Edu: Picking the Right Business Model - Don't Prop up the Industry you Should be Disrupting

Have you followed your heart when choosing the business model for your startup? Or are you making the choice out of fear? Yaniv and Chris examine when to go B2B and when to go B2C, and how too many startups are selling to the very industry they should actually be disrupting. Episode overview: [1:44] Chris explains how the Netflix and Uber b2c business models made them so truly disruptive [7.22] Why pursue a full-stack disruption over a traditional B2B model? [11:16] Case study examples: Uber and Instagram’s success with customers [13:51] The consequences of moving from B2B to B2C [16:21] Aggregation theory and power of aggregating demand [29:01] The mirage of playing it safe in life and in business [29:53] How to bring investors on board with your b2c, full-stack disruption business model References: Stratechery blog - https://stratechery.com/

28 Apr 202233min

Edu: Investing & Fundraising - The Truth About VC w/ Nick Crocker from Blackbird Ventures

Edu: Investing & Fundraising - The Truth About VC w/ Nick Crocker from Blackbird Ventures

Chris and Yaniv have a discussion with Nick Crocker, General partner at Blackbird Ventures.  Together they discuss  The truth about "VC Value add" and how the wrong investor can be value destructive How founders and VCs partner over a multi-stage iterative game of growth Reference checking potential investors How founders imagine and build new products The importance of hiring operations and finance people The precious nature of a founder's attention and health And more!

21 Apr 202256min

Edu: Fundraising Basics Part 3 - Crafting your pitch

Edu: Fundraising Basics Part 3 - Crafting your pitch

Building compelling and clear fundraising narratives and pitch decks can be life and death for your startup.  In this episode, Yaniv and Chris discuss what a standard pitch deck narrative looks like and go deep on each slide and explain best practices and common mistakes when telling your story. They also talk about other important uses of the pitch deck that you might not have considered yet!

14 Apr 202253min

Edu: Fundraising Basics Part 2 - Avoid Selling Yourself Short

Edu: Fundraising Basics Part 2 - Avoid Selling Yourself Short

Knowing how to run a good fundraising process (and what to ask for) can make the difference between a glorious partnership that takes you to your next big milestone and serious resource constraint and a fractious relationship with investors. Getting this right is one of the highest leverage things and founder can do. In this episode, Chris and Yaniv discuss: Signaling: how to make yourself look credible How to run a fundraising process How to craft your ask (how much, for what valuation) How to pick your investors Article link: VCs Should Play Bridge

6 Apr 202252min

Edu: Fundraising Basics Part 1 - How to Find the Smart Money

Edu: Fundraising Basics Part 1 - How to Find the Smart Money

The symbiosis between founders and venture capitalists is at the core of what makes the startup business model possible. When it works well it can work very well indeed, but when it goes badly the result can be catastrophic. Get educated on how it all works, and how to dance the dance. In this episode, Chris and Yaniv discuss: Different stages, seed vs A etc. Aside: non-dilutive capital What investors look for Thinking about defensible moats Selling the big picture vs. existing traction

31 Mars 202231min

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