Traction: A Startup Guide to Getting Customers

ISBN: 0976339609

Author: Gabriel Weinberg

Condition: Used

Most startups end in failure. Almost every failed startup has a product. What failed startups dont have is traction -- real customer growth.This book introduces startup founders and employees to the "Bullseye Framework," a five-step process successful companies use to get traction. This framework helps founders find the marketing channel that will be key to unlocking the next stage of growth.Traction is a guide to getting customers, written for startup founders, marketers, and those interested in how todays startups grow and get traction. This book shows you how the founders of several of the biggest companies and organizations in the world like Jimmy Wales (Wikipedia), Alexis Ohanian (Reddit), Paul English (Kayak.com) and Alex Pachikov (Evernote) have built and grown their startups. We interviewed over forty successful founders and researched countless more growth stories to pull out the repeatable tactics and strategies they used to get traction."Many entrepreneurs who build great products simply dont have a good distribution strategy." -- Mark Andreessen, venture capitalistToo often, startups spend months (or years) building a product only to struggle with traction once they launch. This struggle has startups trying random tactics - some ads, a blog post or two - in an unstructured way that leads to failure. Traction shows readers how to systematically approach marketing, and covers how successful businesses have grown through each of the following channels:Viral MarketingPublic Relations (PR)Unconventional PRSearch Engine Marketing (SEM)Social and Display AdsOffline AdsSearch Engine Optimization (SEO)Content MarketingEmail MarketingEngineering as MarketingTarget Market BlogsBusiness Development (BD)SalesAffiliate ProgramsExisting PlatformsTrade ShowsOffline EventsSpeaking EngagementsCommunity BuildingThis book draws on interviews we conducted with the following individuals:Jimmy Wales, Co-founder of WikipediaAlexis Ohanian, Co-founder of redditEric Ries, Author of The Lean StartupSam Yagan, Co-founder of OkCupid and CEO of Match.comJason Cohen, Founder of WP EngineChris Fralic, Partner at First Round CapitalRand Fishkin, Founder of SEOmozNoah Kagan, Founder of AppSumoJason Kincaid, Blogger at TechCrunchAlex Pachikov, Co-founder of EvernoteRyan Holiday, Exec at American ApparelAndrew Warner, Founder of MixergyGarry Tan, Partner at Y Combinatorand many more.