Marketing · Growth

What analysis should go into a marketing/growth strategy for a social messaging app?

Deepak Ghosh Sr. Vendor Manager at Amazon, Founder at DriftChat

January 7th, 2015

I was told by an advisor that I should be working on a document that describes the marketing and growth strategy of a social messaging app I'm working on. Because parts of this will also be summarized into the actual pitch deck/document, what parts of this marketing and growth strategy document should be included into a relatively concise/shorter pitch deck/document? I'm generally aware of the 10,000 ft perspective, so a detailed explanation or even links to detailed explanations will help a lot! Thanks!
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January 7th, 2015

I'm not sure I can add anything to you but would love to follow your progress.

I spent the last year in the space (Social/Local/Message/Activity/Dating) and have learned a lot about maybe what not to do :)

My only recommendation is just build the product and get it into users hands because no matter what you build or thing people want its going to change, maybe a little, maybe a lot.

Marketing might be simple, do what Facebook did but not what they do now. Get out to small groups but market to large markets (lots of small groups).

Its all about cool features, a simple app is so 2013, people want cool features and cool UI.

Fred Then Mentoring a new generation of Asian entrepreneurs

January 7th, 2015

Whether you produce a one pager or a 100 page document, what people want is to FEEL reassured that you know what you are doing. So whatever your chosen strategy is, include evidence that would reassure the reader, that you know what you are doing.
People often assume that innovations = to success, so that is a constant demand for it in any business. This isn't always the case. You can use old tried and true strategies and easily justify it. So don't kill yourself trying to create innovations where none exist ;P
Best of luck Deepak!

Jennifer Beever Marketing Consultant | CMO for Hire | Digital & Inbound Marketing for Growing Companies

January 7th, 2015

Hi Deepak, one good way is to use a Business Model Canvas, which asks you to map out Value Proposition (why people will buy), Customer Relationships (how you will acquire customers and acquisition cost) and what Customer Segments will buy from you. See for an example.