Marketing Exam Prep

Sticky Words

Guerilla Marketing

1.  An advertising approach that borrows the concept of “guerrilla” warfare, or the element of surprise, to communicate with target audiences. 

   • This form of marketing relies on unconventional and inventive displays to elicit wonder or shock, and can be especially effective for driving publicity

   • Important to know what options, free tools you have to offer to your customers.

Liquid Death

A brand that sells canned water. The can is the actual product. It is reusable, visually appealing, etc. They also make plenty of iced teas.

Lead Magnets

• A special deal offered to customers in exchange for their contact details. 

  • Phone number, email, FNLN, free tools (budget planners), newsletters, tipsheets, webinars (pre-recorded as an option), members only (exclusivity), etc.

Angel Investors

An early-stage investor in a start-up business. They provide seed money in exchange for ownership equity.

• They give good mentorship, have good networks and contacts, and give good advice.

• They often form groups and look at the possibilities of extending their financing or the ability to do more things.

  • You need the connection they have in terms of marketing. 

CAGR (Compound Annual Growth Rate)

How things are measured in terms of your success and how well your company is doing. If you grow 10% this year, you will have to grow 110% next year

Moonshot

Hopelessly unlikely start-ups to succeed. It's a business that is shooting for the moon. These don’t have much chance for success, but if you have a strong angel investor, it will strengthen your brand's reputation.

Scale-Up

These are companies that have grown over the last three financial years at an annual rate above 20% in terms of number of employees or turnover, and reaching this scale is the dream of any budding entrepreneur.

• Mature businesses.

• For those unicorn-type companies that explode overnight.

Two Name Paper

A guarantor. This applies to financing and adding value.

• If you try to buy a car and they say no, you can get your parents to sign the paperwork by adding their name to the paperwork, and the car dealer will say yes. This is adding value.

AngelList

Want to be the number one go-to site for start-ups and angel investors. Looking to make a product and service that start-ups want.

• Getting close to being an ‘incubator’.

CrunchBase

A company that provides information about businesses.

• Their content includes investment and funding information, individuals in leadership positions, and corporate news.

  • Data as a service.

TechCrunch

Tells you everything you need to know about the particular company.

Pitch Book

Provides data, research, and technology covering private capital markets, including venture capital, private equity, and M&A transactions.

Y-Combinator

Helps start-ups at their early stages, regardless of age. An accelerator business.

Bona Fide

Credentials. It can be a reputation. If you want to expand the value of your business, this is what you have to offer and what you have done.

CRM (Customer Relationship Management system)

 A system for managing all of your company's interactions with current and potential customers.

FMA

First Mover Advantage.

Vest

A financial term meaning ownership is obtained over time, and when things become yours. All your options at a certain point ‘vest’ and become yours.

Vesting Clift

At a certain point in time, your vesting will come into effect. You’re going, going, going, and then you reach the ‘vesting cliff’ and suddenly own a certain part of shares.

• The cliff can be a point where founders, or key people, can get early compensation for their contributions and then leave.

  • The exit is not a bad thing.

Technology Enthusiasts (Techies/collaborators)

1. Not many people in this segment. They buy the product because they love the technology. For example, they love the new iPhone and they MUST have it. It’s the desire to own the newest piece of technology. 

   • (WTP) → willing to pay the most/anything you offer them

Early Adopters

1. Not necessarily technological enthusiasts, they see exciting business opportunities and rush into these ideas more quickly because they are more egotistical.

2. Willing to take more risks than accept rewards. They are not solid business persons, they are attackers. 

   • (WTP) → willing to pay the most/anything you offer them

Early Majority

1. Business people. They buy the products because the ROI on the product/service is very high and benefits them positively in the long run.

   • They make good financial decisions and have a good balance of risks and rewards.

   • This is the sweet spot for customers, this is where you will be able to scale your business. You want to scale to this customer because they will most likely be a part of your beachhead market

Late Majority

1. A skeptical group, adopting new ideas just after the average member of a social system. Their adoption may be borne out of economic necessity and in response to increasing social pressure.

   • This is a valuable market. They don’t take risks.

   • They like the early majority because that group takes all the hits and gets all the bugs smoothed out.

Laggers

• A group of consumers who avoid change and may not be willing to adopt a new product until all traditional alternatives are no longer available.

  • They are always unsure if new things will be successful. Still think that flip phones will come back.

Lighthouse Customers

• Early adopters. They strongly influence the purchasing decisions of other industry customers and like-minded ones. 

  • Ex. “if we don’t do this, we will lose our edge.”

  • A collaborator can take risks because they know how to handle and manage the risks. 

Eyebrows Headlines

• Small, typically less prominent lines of text are placed above the main headline or narrative headline on a slide. 

  • Their primary function is to provide quick context, categorize content, or introduce the section, allowing the main headline to focus on delivering the core message or insight

Narrative Headlines

• Narrative headlines are concise, full-sentence statements placed prominently at the top of each slide that summarize the key message or insight the slide conveys.

  • Unlike simple titles or bullet points, these headlines tell a mini-story or make a clear claim, guiding the viewer through the pitch deck’s overall narrative

MVP

Minimum Viable Product

Organic Traffic

The visitors that visit your website from an unpaid source, not from an advertisement. There is a large debate that almost all traffic is not organic traffic, as it’s almost all paid for.

Natural Content

Authentic. Serves a real purpose and can be communicated in a natural, conversational tone.

Social Proofing

Your company/outcomes in terms of marketing. Relates to credibility. You go out and put a social media posting, and it comes off as lame and doesn’t work, so it doesn't have a lot of credibility. To avoid this, you have to ‘social proof’ it so it does not fail.

EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness)

1. A framework made by Google to assess the quality of content on websites. 

   • While you are going down the rabbit hole while googling things, backlinks are inbound or incoming → meaning they are included in things you are reading and being pushed out to you.

ROAS (Return On Advertising Spend)

Know what your advertisement is generating based on sales. Separate what your marketing did and what other things came into effect.

Revenue-based Financing

Allows small businesses to raise funds by pledging a percentage of future, ongoing revenues in exchange for capital provided by a lender.

Exit Rates

A point in a business’s life when they are no longer a start-up with an angel investor, but have moved on.

SBA

1. The Government is helping small businesses. Give you the equivalent of a ‘two-name paper’, loans, funding, etc.

2. Enhances your brand reputation. 

   • Connects to Bona Fides

Pay-Per-Click (PPC)

A model of advertising where the advertiser pays a fee each time one of their ads is clicked.

• Google Ads is the single most popular PPC advertising system in the world. The Google Ads platform enables businesses to create ads that appear on Google's search engine and other Google properties

Consumer-Facing

when a company is facing the consumer. It deals with consumers, not wholesale sales, products, or the supply chain. A consumer-based product.

Usury

Usury is the practice of making loans that are seen as unfairly enriching the lender.

Hosery

Taking advantage of someone

Sweat Equity

How you pay yourself. Work your fingers to the bone. The reward for working so hard and sweating a bunch is getting options.

Love-Money

Gaining early capital from person networks such as family and friends.

Purpose Built Slide Decks

• A concise, compelling narrative presentation designed to clearly and concisely articulate the core mission, problem solved, and value proposition of a startup, primarily with the goal of attracting investors, partners, or key talent.

  • It's not just a collection of facts.