Succession planning

Sadly Roc Kirby the founder of the Village Roadshow empire in Australia died last week. While reading an article in the Australian Financial Review the reporter mentioned how his kids had taken over the organization with great success. But we also were given another clue as to why.

As soon as his kids were old enough they worked the concession stands serving soda and popcorn and selling cinema tickets. Not in junior executive positions. They learnt the business bottom up.

 village-roadshow-logo.jpg 

No amount of explaining spreadsheets, balance sheets, P & L statements, and public company boardroom battles can prepare someone for a running a business like working at ground level can. The real understanding of any business comes from being where the money is exchanged with actual customers. This is what builds the foundations for a deep understanding of what’s important in a business – operationally and strategically.

If you’ve got a business which is succeeding and you need to think of succession. Startup blog says – think bottom up, not top down.

The experiment – Joseph Jaffe

JJ of Jaffe Juice is running an experiment to test the theory of his new book – Join the conversation. And it’s this:

Use new marketing to prove new marketing (or UNM2PNM for short)

The underlying thinking is that he use the approaches discussed in the book to promote it – hence providing a proof of concept.

So he’s given 150 books to bloggers and the like (me included) who’ll review it and ‘start the conversation’ – good bad or ugly. So when I get it, I’ll review it right here on start up blog.

  

It’ll be an interesting experiment to see how the book does in market.

Google Alerts are rad !

As a courtesy if I ever blog about anyone (good or bad) I let them know it’s there. I did this recently about Neighborhoodies.

  

The founder Michael sent me an email back saying – “I already know… Google Alerts baby! Thanks”.

  

I’ve since set up on things which are of interest to me. It saves me a great deal of time, which at present is my most scarce resource.

  

The really cool thing is it’s better than an RSS feed, because it’s the google bot doing all the hard work crawling the entire web for you. Every nook and cranny.

  

All start ups should set some up on topics of interest; themselves, their startup, their industry, their competitors, their whatever….

google-alerts.jpg

Click on the image above and go straight there…

Do it. Go now. Bye.

How to – Consumer promotion

Occassionally a consumer promotion does what it’s intended to do.

This is one such promotion.

redbull-helisurf.png

Summary:

Surfers compete in a surfboard paddle race.  The first four to the Red Bull buoy in each race will be the only surfers winched from sea to sky by the Red Bull helicopter, and whisked away to spend a weekend surf trip in a top secret location hosted by Ross Clark Jones & current World Champion Surfer Mick Fanning at an awesome beach house retreat.  Winners will get to mingle with Mick, demo some awesome new boards and order their very own free custom surfboard!

  

Click the image above to check out the details.

 

Simple mechanics, enhances brand value, anyone can have a go, zero cost to enter, unobtainable prize which money can’t buy, worth talking about.

Sure, they’ve got the budget to do it, and I’m a self confused surf junky… but neither of these things are what makes it so impressive. It’s the idea, the execution and more so “The Experience” – even the losers will enjoy participating.

   

As life becomes more about experiences, rather than consumption smart startups will take notice.

  

What experience does your start up offer?

 

Kudos Redbull – again.

Simple permission marketing – in action

You may recall a blog entry I did on Simple permission marketing. The basic premise being, if we have a startup which is ‘interesting’, it’s not difficult to get some good media coverage which is ‘content’ – not advertising.

In the spirit on practicing what one preaches, here’s a little summary of how we’ve achieved this for rentoid.com

* You can see the article for each by click on each listed below:

          The Leader Newspaper (metro ciculation)

          The Herald Sun Newspaper (biggest circulation in Australia)

          The Age Newspaper (most respected broadsheet in Australia)

          The Age – Livewire (web weekly of above)

          The Sydney Morning Herald (Sydney’s broadsheet)

          ABC radio – National Public radio – interview

          The Australian Financial Review (Wall Street Journal of Aust)

          The Pod Cast Network – G’day world interview

          Multiple targeted magazines & blogs

Net cost of all this was zero. No PR firm, no dodgy deals. Just honest conversation with people about rentoid.com and what we are doing.

It works, but it takes 2 things: effort and a lot of follow up.

Try it for your start up, and let start up blog know how you go!

Top 10 viral marketing campaigns ever

The factors we’ve considered:

There needs to be an actual business or brand behind it

Not just something funny

The idea or product was primarily spread by others.

Not ‘driven’ by paid media.

Based on effectiveness only, (ignores insensitivities / political / religious views)

A little explanation is next to each

 In order. 

  1. The story of Jesus Christ (before digital technology or even the printing press, this ‘story’ crossed borders and oceans)
  2. 911 ‘Al Queda’ launch (3 weeks free media coverage on every media channel in every country)
  3. Polaroid Instamatic Cameras (product usage = product demonstration)
  4. Hotmail (the first viral product of the internet age)
  5. In Rainbows album by Radiohead. (true brand handover to passionate users, fan chooses price – even free, resulting in massive free media & blogosphere coverage, then goes to number 1 on US charts on physical album release)
  6. Google (usability & effectiveness which led to absolute domination)
  7. Youtube (was the ultimate user experience and so won the game. There were 240 other video sharing sites when it launched!)
  8. OK Go – Ok Here it goes film clip. (first to leverage youtube commercially. 27 million views and counting. No 2 on the charts to boot)
  9. Blair Witch Project (set a new paradigm for movie promotion & brand hijacking)
  10. Mini Cooper S Campaign (first ‘real’ personalized campaign message)

Add to, agree, disagree, complain and disdain in comments below!