marketing is not smart, only persevere; there is no best, only the most suitable; no invalid, only to achieve the ultimate; can sympathize with this sentence, is definitely a profound understanding of the essence of marketing shoes. In this paper, the marketing method, in the opinion of the author, can be attributed to the essence of a word — service that is marketing, operation is to promote…… Whether it is abroad or at home, many successful start-up companies to obtain the user’s first approach seems to be so stupid". These "stupid" method is usually only in the earliest stages of seed users at that stage, they have to carry out large-scale, they appear to be very slow, difficult, demanding money… These things seem stupid, they are a company from 0 to 1. Without the earliest 0 to 1, there would be no later than 1 to 10, from 10 to 100.
case 1: Hotmail
1996 two engineers want alone out of their own, but they are afraid of their own mail by the boss to see, so do a mail system based on Web pages, this is the predecessor of hotmail. The results of this free time to get out of the product immediately get the investment, but the real launch of the market when it was mediocre.
at that time most of the company’s promotional products are generous to buy large billboards and radio advertising. Hotmail did not use the usual way, but in each of the hotmail issued by the end of the e-mail, automatic signature: "dear, you can also use the same as I Hotmail free mailbox." This now seems very common action, viral transmission at the time but has the innovation significance.
in the next few days, hotmail users to 3000 people per day explosive growth rate, the first of the 1 million users in just a few months to complete the cumulative, the second in the next 5 weeks to achieve the 1 million. At that time, the growth of how amazing it is a small story, the founder of Bhatia to his friend in India sent a message, 3 weeks after the India market has accumulated a total of 300 thousand users. This fierce growth momentum has been maintained, when 1 and a half after the sale to Microsoft, the number of hotmail users reached 12 million, to know that the global number of Internet users was only a mere $70 million.
case two: Airbnb
pictures too ugly, I rent a household door camera shooting
07 years, a general design industry held in San Francisco, the local hotels were full. The two dwelling at home design school graduates suddenly thought, they can give to those who could not find the hotel designers renting inflatable mattress and provide breakfast, which is also the name of Airbnb, breakfast& bed. Within a week, they recruited 3 tenants, earning thousands of dollars.
if you let ordinary people’s homes become brigades