Australia is the land of the Oligopoly, we have 4 major banks, two major telcos, Two major News holding companies and two major supermarkets.

The problem with Oligopolies is that they tend to unconsciously collude and ultimately squeeze their suppliers through their dominate market control.

This is a huge problem for Australian Farmers, and consumers have very little power to effect change.

This is the problem Jordan Pearce is hoping to solve with his business Farm2Market, empowering consumers to buy directly from the Farm and cut out the supermarkets.

Retail is increasingly moving online, yet the engagement between brands and retailers is stuck in the physical world of trade shows and face to face meetings.Emma Patterson aims to change this with her App that is the tinder for retail. 

Emma has created a clear positioning for her business and is using a platform that combines the current flawed approach of Instagram with the dating app tinder. While InDirectory is an early-stage business Emma’s deep understanding of her target Persona’s problems creates a clear vision of what success is going to look like. 

When we grow older we want to be surrounded by the people we love, that’s why Conpago has a mission to build thriving communities in aged care, home care and retirement living. 

In this episode, I talk through the 7 P’s of Startup marketing with Mackenzie Jackson co-founder of Conpago. 

We hear Mackenzie’s Pitch for Conpago, with the problem they are solving. We cover the promise Conpago makes and the Persona of that Promise. 

We dig deep on how to Conpago positions themselves uniquely in their market and how the hustle of getting up and talking at events has been their best promotion. 

We look at how Propagation is baked into a community first product like Conpago and importantly cover how the journey of Conpago has evolved from a wifi-enabled kettle to the enterprise software suite it is today by staying focused on the problem they set out to solve. 

Transcription Highlights:

PersonaWe actually started off as a B2C play, you know, we’ll try and sell direct to the consumer which is you know, the end-user and it was near impossible, it’s very hard to try and reach that target market so, you know, we sell to the Enterprises because that’s the biggest access that we have to our end-users, It’s the biggest sales channel that we have.

It’s also the way that we can provide the most amount of value to them.

But you know, like going back to how we provide value to everyone to make them all feel included, it really is, we don’t want to introduce, we stay kind of hidden in the background.

We make our, we kind of make the sale to the Enterprise client, and then we white-label and rebrand everything to them, so that we’re not introducing a new, confusing party to the end-user, It’s all familiar to them and they feel kind of, this greater connection to their existing kind of world that they live in, but also provide them immediate access to a whole wider range of services and a whole, basically the, you know access to the internet without it being so scary.

Problem

One of the large problems with these large care organizations is that they’re very old-school and it’s a hard industry to disrupt and innovate. It doesn’t have a lot of adoption of technology once they have clients.

So it’s very hard to be able to engage with them regularly, so I’ll give you one example of a client that we have, they service an area of 150 kilometres.

So they’re at their Central base and they provide home care services within a radius of 150 kilometres from that base.

So you can imagine that you know, you can call someone, you can post them out a letter, It’s very hard to have any one-on-one communication and it’s quite a costly long process for them to be able to, kind of have any social interaction to send transport out there to, you know, to be able to book a service and get a service out there.

So one of the problems that they really were facing is that, how do we streamline, you know, our clients? How do we get more contact points with them? and without having to drive 150 kilometres everyday to visit our clients.

And also how do we get them engaged with the internet because the internet is an obvious solution to this, but how do we get our clients to kind of use technology?

And one thing that we found through the research and also after it,

As a podcaster, I have a marketing problem, I can’t upload an audio file to Facebook, Linkedin or Instagram. This is where Wavve comes in, Wavve turns audio files into engaging videos for podcast hosts like me.

In this episode, I talk through the 7 P’s of Startup Marketing with Baird Hall, co-founder of Wavve.

You can also find Baird on Twitter.If you’d like to try out Wavve – then Baird has given listener to the podcast this great coupon code PODCAST

Here is an automated transcription of the Episode.

Gerard: In this episode, I talked through the seven pages of startup marketing with Baird Hall, the Co-founder of way. Welcome to fractal startup marketing, the podcast for founders who are frustrated, [00:00:30] their potential customers did not understand or they undervalue their innovative business solutions. My name is Gerard Doyle. In each episode, I interview founders who openly discuss how they’re tackling the seven p’s of startup marketing. We’ll talk about a startups pitch problem, promise, Arizona position promotion and propagation. In true startup fashion, we aim to learn through collaboration and discussion. Let’s get into it. [00:01:00] So bad. Thank you so much for joining us.

Baird: I appreciate it. I’m looking forward to it. So first things first, let’s jump straight into the first P, which is pitch and have you pitched over on is listening exactly what wave is and what it does from the high-level wave is an online tool or a group of online tools that help podcasters and other audio creators share their content more easily on social media and drive listeners to their content as quickly as possible. [00:01:30] So we have two little products within that. The wave umbrella one is way video, which allows people to turn audio clips into social videos for Facebook, Instagram, LinkedIn, really anywhere that you want to post video content. So the big problem is audio is not a very shareable medium, as amazing as it is so or a tool that makes it really easy to convert that audio into video and share it on social media.

Baird: And we also offer a tool called wave link, which gives podcasters quick and easy web landing pages so [00:02:00] their listeners can get listening as quick as possible. Choose whatever podcast app they want to listen to, play the podcast and get [inaudible] more information. So it’s almost like a one link mini website for podcasters. So that’s the short version. That’s great. And I’m wondering if you can explain how did you get into this, but like how did this our dear awry, what’s your origin story behind wave? Because obviously it’s not something that just turned up. There was probably a catalyst. I wonder if there’s a story. Yeah, there is. It’s, I think it’s pretty interesting. So in 2015 my [00:02:30] business partner and I, who, our wives actually connected us because we were working on both working on failed startup ideas. They brought us together and we came up with this idea for a social audio network based on audio.

Baird: So we wanted to build actually specifically around sports. We wanted to give sports fans a mobile app where they were able to actually talk about their favorite soccer match, football game, basketball game, talk with other fans. And it’s actually called [inaudible]. You were this early [00:03:00] startup that we worked on and we built this mobile app all based around audio sharing. So it allowed people to record, share audio, join communities and talk with one another.

A quick update from me this week rather than a regular episode.

Some of you will remember that when I first started this podcast, it was me talking about marketing ideas and answering your questions.

Then I pivoted to interviewing marketing professionals.

After 20 episodes in that format, I’ve realised that I’m not providing a consistent listening message.

So I’ve decided to pivot again.

The new shows will be me interviewing founders and talking about the 7 P’s of Startup Marketing with them.

The idea is that the discussion is focused on strategic marketing problems that Startups face.

The ulterior motive for me is that the 7 P’s of Startup Marketing is also the working title of a book I’ve decided to write.

So what are these 7 Ps?

* Pitch* Problem* Promise * Persona* Position* Promotion* Propagation

Which will result in the following broad questions:

* Please give us your Pitch for *your Startup** What is the Problem that *your Startup* solves?* What do you Promise to do for your customers?* Who is your ideal target Persona?* How do you Position *your Startup* in the market?* What Promotional technique have you found works well for you* Are you experiencing organic Propagation with *your Startup* now?

With this new format, you’ll be able to spot themes with each episode and focus your efforts on the area of Startup marketing that is most pressing for you right now.

I’ve also decided to take on open and constructive feedback, so if you have suggestions for this show, please head on over to my Linkedin profile and join in the public chat. I’m really keen to absorb all the feedback I can. After all, if you’re not getting maximum value, then I’m not utilising my time as well as I could be.

So that is all for this week’s episode, and I’ll see you next week when I kick off the new format.

A Startup is a company working to solve a problem, where the solution is not obvious, and success is not guaranteed.

And when your startup is trying to innovate the way commercial email is consumed, you know you’re going to face an uphill battle.

On today’s episode, we’re going to look at the way we currently send commercial email.

Are marketers like me killing the golden goose that is email marketing?

And what would happen if we flip the existing model on its head?

This week, I’m joined by Todd Furneaux who is the Founder or Co-Founder of AdKaddy, which is a mobile app that keeps your personal inbox free of brand clutter, by giving you a new email address and experience for all those consumer needs.

It’s not the camera, but the person behind the camera, or so the saying goes. Now let’s look at this from a different perspective.

Today, everyone is a photographer because all of us have smartphones that take decent photos.

Today, we can slap an Instagram filter on any mediocre photo, and suddenly it becomes artistic.

Today, we can take a 4k video and extract good quality stills that can be blown up to large format prints.

On this episode, we’ll be catching up and chatting to one of the people behind the camera, who just also happens to be a regular contributor to the startup scene.

This week, I’m joined by Hugh Whitehouse who if you’ve done anything in the Brisbane startup ecosystem, you will have seen one of Hugh’s videos because he’s always the man behind the camera at every event and behind almost every startup that I’ve ever met.

Have you ever noticed how consumers are more willing to take risks in order to avoid losing something? Or how people value items they own, which they have an emotional attachment to, far more than similar items owned by somebody else. These and many other seemingly irrational phenomena can be explained partly, through Behavioral Economics.

On this episode, we’ll be discussing this relatively new field of economics, which is helping marketers improve their customer experience.

This week, we are joined by Phil Slade, who is the managing partner of Decida, but what’s really interesting for us is that Phil is a Behavioral Economist, which means in my layman’s interpretation, he is a specialist at why we do the things that we do as customers, and then potentially how all of us as founders, and maybe part-time marketers can use that to our advantage, not for evil, but for good.

Most startups are designed to disrupt an industry, but disruption is hard in a crowded marketplace and even harder when you’re entering with a premium offering. On this podcast, we’re talking to WP Engine whose built a sizable hosting business by focusing on one type of customer in an increasingly commoditised and crowded marketplace.

This week, we’re going to be talking about hosting which isn’t really specifically about marketing but it’s going to be interesting because I’m joined by the country manager for WP Engine, Mark Randall.

Mark’s previously been a country manager for Bulletproof and Rackspace, which I’ve used as well and so he knows a lot about sales and marketing and what I think is going to be really interesting to talk about today, from my perspective as a marketer, is how do you make a relatively commoditised thing like web hosting? How do you stand out in that kind of industry?

In our social media-driven world, we are now all content producers and every one of us has the ability to publish. This phenomenon has changed the way we think about brands, brands used to be companies, then they became products and now people have brands. So what are you doing to increase the reach and influence of your personal brand? And how can content help with that?

This week, I am joined by Rosie Odsey. She’s a full-time side-hustler, a growth nerd, an accidental storyteller, and a pretend writer as she describes herself.

Check out Rosie’s Social Media Channels:Twitter: https://twitter.com/rosieodseyInstagram: https://www.instagram.com/rosieodseyLinkedIn: https://www.linkedin.com/in/rosieodsey

Visit her website here: http://www.rosieodsey.com/