Tag: janne saarikko


How to Do Good Startup Marketing and Get Yourself a Perfect Cappuccino

According to my experience with several hundred startup companies, marketing is not a top quality function in most of them. Marketing is either totally neglected over engineering, R&D, funding, sales and pitching competitions, or marketing is executed by somebody who thinks Marketing101 fully qualifies for full scale market control and world domination. Sometimes this works, most of the time, not. Startup marketing is very, very different from traditional corporate marketing. Startup marketing is very, very different from traditional corporate marketing. Less money, less resources, less rules, less restrictions, less control, less room for failure. Less everything. You can win only by being both analytical and creative at the same time. …

Future of Marketing, In English, Internet, Media, Mobile, Social Media

Have I stopped presenting?

Some people have asked me if I have stopped giving presentations or stopped sharing them. The answer is no, vice versa. I have been doing that a lot since I moved my espresso machine to Zeeland offices.

Not all my presentations are publicly available, since they touch some customer-specific issues. Most of the sharable presentations are published under Zeeland’s Slideshare profile, where there are other very interesting materials by my colleagues as well.

Here are some selected presentations by myself, partly together with my dear colleagues. Enjoy:

Future of Marketing, In English

RFE – a business metric we’ve been missing?

There are lot of dilemmas in creating a functional, reliable, versatile and easy to implement metrics. Many of the “old school” business metrics are measuring everything on “how much revenue it creates” or with metrics such as Return on Investment (ROI). This often dooms many new type of activities, where the activity is not creating additional sales at all. In marketing, such activities are often called “brand building” or “awareness creation”, and the metrics comes as one figure in brand surveys. Sometimes the argument says “this cannot be measured”.

We came up with the idea of metric called RFE (Return From Ecosystem). RFE would be a metric that can be set as an numeric objective for number of business and marketing activities and measured to see how various activities contribute to RFE.