About this project
Lean Advertising For Start-ups: Making Start-ups More Successful
A 250+ page book detailing how to set up the tests that make start-ups successful and how to use those same testing techniques and tools to build a growth engine that scales businesses to millions of dollars in sales.
The Lean Startup concept of iterative testing of ideas to validate concepts seems useful and efficient on face, but sometimes (theoretically many times) a test fails. This places the start-up at a critical juncture: Conclude that the test had demonstrated shortcomings and move on or conclude that the test was designed in a way that failed to effectively validate or invalidate the business concept. How is an entrepreneur to know with confidence that the business idea is being validated effectively via testing?
Fortunately, for more than a decade, digital advertisers have been taking Internet technologies and using them to build closed loop attribution engines. By looking at the evolution of these technologies, how they work, and how they are applied to the paid acquisition and social media market, along with dozens of examples, we can understand how to build better start-ups and more successful revenue generation systems for every sort of business that leverages the Internet, including answering questions like:
- How do you most effectively gather data about digital customers?
- What are modern best practices in attribution?
- How can you calculate lifetime customer value?
- How do I analyze cohorts to improve conversion rates?
- What is the minimum effective dose of SEO for different kinds of web sites?
- How should tools like mobile, video, digital, remarketing, and behavioral targeting affect customer acquisition?
- When and how should I use virality to improve the effectiveness of customer acquisition?
Different kinds of businesses require different kinds of growth engines. By answering these questions and more, you can understand what kind of business you are building, what customer acquisition techniques will be most effective, and how to test and scale each of these businesses.
I started my first company, a technology services firm, right out of undergrad and sold the company to a publicly traded business. After more than a decade of technology consulting, I took a position at Advertising.com. After working in a variety of roles there, culminating in leading the New Product Development team at Aol/Advertising.com, I left that company to start a new business in the programmatic guaranteed market. One year from the start of founding it, it was acquired by a larger start-up, Verve Mobile. At Verve, I led the product organization for more than four years and watched the company grow from less than 20 people to more than 130 employees as a leader in mobile advertising and a profitable, very fast growing business.
I have helped thousands of companies acquire new customers. I have helped companies find product/market fit, I have grown companies and business unit revenue from zero to millions, from millions to tens of millions, and from hundreds of millions to over one billion in revenue. I have been one guy at a desk with a laptop, starting from nothing. With a family to feed. I know how to help you.
More About The Book
When I entered the digital advertising business, I was amazed at how complicated it was. There are different kinds of creative formats, different kinds of targeting, search, mobile, social, desktop, video, different kinds of attribution, and a million other factors that contribute to the success or failure of online advertising. In every aspect of these, there are people that specialize deeply. But modern entrepreneurs, growth hackers, and people working in digital need to have a broad understanding of every aspect of the industry, how the market works, and how to leverage it to your advantage.
This is the book that I needed when I started working at Advertising.com. This is the book that I want to give to the companies that I advise when we talk about why they aren't growing faster. This has all the tips and tricks with tons of examples and case studies.
As I have worked on writing this book, many people have reviewed it or spent time with me working on applying the growth principles I discuss. Here are a few:
Brad Feld: "I just read through this - Solid stuff"
Seth Levine: "I like it a lot."
Carl Wartzack: "Brent has one of the most innovative minds in the Internet advertising space."
Div Bhansali: "Brent is a true thought leader in online marketing."
Janet Chang: "Before speaking with Brent, I was unsure about the media strategy we should take. After a 30 minute call, Brent had shared concrete examples of success cases and was able to provide me a clear idea of the ideal frequency of content, types of content, dollar amounts of revenue, unconventional strategies for revenue generation in media, as well as the timing of progressing through different stages of scaling for a niche media company."
That is a bunch of good looking people!
Where The Money Will Go
I’m going to spend 100% of the money I receive on the research, writing and marketing of the book. The goal is to finish writing the book, then get the book out the door. It is as simple as that.
There are some marketing expenses associated with creating this Kickstarter project and the Kickstarter fees associated with running a project. Other than that, the focus will be on expanding distribution of the Lean Advertising message.
If I meet my funding goal of $5,000, I’ll set stretch goals and add cool bonus rewards at different funding levels.
Kickstarter Exclusive Bonuses
We’ve created several different backer reward levels.
At the first level are a number of packages aimed at individuals who just want to read the book. I am incredibly grateful to you for appreciating the time I have invested to craft something great for you.
At the second level are rewards aimed at people that really want to dive deeply into growth engine development and techniques for scaling. They get the book and they get a lot more than just the book.
At the third level are experiential rewards—opportunities to meet with build a deeper relationship with me and my network of relationships in the digital advertising business. It is your first step toward entering the inner circle.
And finally, we’ve also included some high-level marketing packages for companies that want to connect with this community, leverage the work we are doing here with Lean Advertising For Startups, and help spread the word that building a startup is hard.
Risks and challenges
I'm confident this book will be printed, but there are a few risks and challenges to note:
1. Possible delays from the printing process. I've never printed a book on my own before. But I have done a few test runs and it seems straightforward enough, so I'm confident that we will work it out.
2. Shipping delays. I have never made a commitment like this before, so I assume there will be a hiccup or two.
All of this is doable, and I don't anticipate major problems.Learn about accountability on Kickstarter
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