Kamasutra Start-up. Checklist of 5 poses, without which 70% of projects fall apart in less than a year

When launching a new project, there are always a lot of specific points on which its viability depends. If you delve into Google for "How to start a startup", "Problems of the workouts" or "Experience of starting a startup", you can find a bunch of articles describing a mountain of problems in starting projects. Despite their dissimilarity, they are all united by one common story: “childhood diseases” and mistakes that lead to enchanting “sex” with a suddenly outraged project and a lot of trouble to boot. Therefore, today there will be a brief insight into the applied "sexology of startups" with the most detailed analysis of practical issues.

Pose one: assessment of real possibilities

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The whole world consists of myths. As Erich Fromm once wrote in his work “Myths and Dreams”: “If they (myths) have become respectable, having become part of our religion, we treat them with due respect ...”. When launching a new project, we are largely guided not only by the plan, but also by certain, not supported by facts, expectations, based on someone's authority, articles on specialized resources or recommendations of famous people. All this forms the "mythological pantheon" of a novice entrepreneur, consisting of a number of the following patterns:

A good project feeds itself. Of course, not immediately. At a minimum, a critical mass of users who support the project’s livelihoods are needed, and it does not appear out of thin air.
The main thing is to launch the idea, and there everything will go by itself. surely ... but read the history of Dropbox, Virgin, Vk. How much effort has been spent for the project to be noticed and reach the final consumer.
The client will always find a great product, the rest - not worth the attention of imitators. The modern client in his choice is similar to Theseus in the labyrinth of the Minotaur. Those who tried to buy a case for the iPhone, faced with a situation where for one request they get 3 * 10 ^ 8 options, from which they choose the closest one, even if not the best, because 90% of people are too lazy.
All users are reasonable and will choose the optimal solution. I will not paint this item. For those who really believe in it, I will say right away - forget Adam Smith.

How to circumvent the above myths? Check list
For this you need to answer a number of questions:
1) What problem does my idea, product or application solve? What is it: more interesting, more convenient and easier to use?
2) What is the geography of the promotion?

What is the specificity of the region?
What are the "rules of the game" in this place?
What are the features of the "cultural code" of the population?

3) What is a client portrait?

Gender, age, scope of employment.
What is interested in?
Where does the information come from?
What aspires to?

4) How the project can be fixed in a niche?

Additional services that can be offered?
What other directions might be “covered”?

Second Pose: Resource Optimization

Probably one of the most frequent problems, about which not one project crashed. The reason is simple, and consists of a list of "No", which includes 77 items, shortened here to 9:
1) No money for SEO.
2) There is no understanding why this is necessary (hereinafter, details are already coming for those who have read this far :))
3) No analysis of critical vulnerabilities;
4) There is no site optimization and about the Google Pagespeed Tool, too. There are no people to hear.
5) There is no Meta-keywords and meta-description (for each region).
6) No human readable and robots readable texts.
7) There are no graphs prepared for indexing.
8) No Sitemap and robot.txt (for fans to ask this question - not at all)
9) There is no App Store Optimization (for those who have mobile apps) and there is no understanding of what a huge layer of permanent work it is.

How to deal with this problem? Check list

In addition to the recommendation to take in a good SEO staff, I advise you to start exploring the relevant resources:

Third Pose: SMM and Media Activity

In 2012, the Canadian company AppPromo published interesting statistics:

80% of applications are not able to earn enough money for business development. Of them:
59% do not even cover development costs.
52% of owners do not actually spend their time on the promotion of applications.

Why is this statistic listed in the 2016 article, you ask? Everything is very simple - nothing has changed for the majority of players and companies in the CIS market.

An example of the minimum required set of actions to promote a project. Check list.

2 posts in social networks per week;
1 article per blog per month + placing links to your materials on all available resources;
1 review of your product every 2-3 months.

I propose to conduct an experiment and check for how many companies the above checklist works.

Where to start?
1) In addition to the blog on the site and your own social pages you can use
2) Specialized Forums;
3) News aggregators (for example, www.reddit.com or medium.com );
4) Specialized resources for infographics, complaints, reviews, etc. (for example, visual.ly , www.nerdgraph.com and others).
5) use of media platforms (pr: PRware and the like);
6) event-management;
7) work with bloggers.

Fourth pose: with a zero budget, does not mean free

Any promotion is worth a certain amount of money, which includes the cost of:

hours of your work (even if you work for yourself);
idea development;
communications;
elapsed time, etc.

Let's calculate how much each of you actually spends on promotion and compare with the available options:

Twitter ads + for mobile;
Facebook ads + for mobile;
VK ads;
Yandex Direct;
Google Adwords + mobile ads;
Direct advertising through media resources;
Work with CPA networks for a percentage of lead payment, etc.
myTarget

In the same Facebook or Vk, even with a large flow of boto traffic, you can get a very decent result by spending $ 20-30 per month.

I advise you to carefully read the materials on the work of the above networks and compare with your current real costs.

Fifth pose: accounting and control

What needs to be analyzed:

Source of traffic (social networks, paid advertising, etc.);
User behavior;
Partner transitions;
Call Accounting (Call Tracking) and Chat Calls;
and etc.

Quite a lot has already been written about how to check data and how to set up a check. I will list the main list of tools that are most popular for this purpose:

Resources for analyzing web projects:

Google Analytics;
Yandex Metrica;
Piwik;

Resources for analyzing mobile projects:

Google Analytics for mobile devices;
Yandex Metrika for mobile devices;
Flurry;
Appsflyer;
Adjust;
App Annie;
and friends.

Call Tracking Resources:
HotTelecom;
Freeje;
Almost free calls;
Telnum;
and friends.

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Source: https://habr.com/ru/post/298316/

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