Marketing Fundamentals
by Joe · 120 things on Twos
- Vision / Mission / Values (VMV)
- Vision
- We believe giving people the best place to write, remember, and share information makes the world a better place
- Mission
- Inspire people to learn about themselves and others through writing, remembering, and sharing
- Values
- Simplicity
- Accessibility
- ✓ Curiosity
- ✓ Respect
- ✓ Creativity
- ✓ Honest
- Privacy
- Have fun
- Market Considerations (that might impact your marketing) - industry trends, competitors, regulation, sociopolitical events, etc
- Industry Trends
- Online computer software sales was the 10th most profitable industry in the United States in 2022 w/ $12.9B in profit
- Flexible and diverse tools that enable hassle-free collaboration will be an indispensable part of all intranet packages.
- According to PKM trends: The aim is to have all the necessary tools at the employees’ fingertips, no matter where they are working from.
- An intranet software can bring all the workplace apps and the knowledge management system together under an integrated digital workplace suite.
- The increased need to access information anytime and anywhere is also a key driver for cloud software in personal knowledge management systems.
- A well-designed user interface (UI) will help employees navigate quickly and leverage the knowledge management system properly. What the staff sees on the screen directly affects how quickly they adapt to the system.
- Therefore, an attractive, compact, and customizable interface shall form the backbone of an efficient knowledge management system.
- People are pushing back against social media and ads and focusing more on privacy, personal connections, and owning their data.
- People are replacing physical notebooks and lists to digital apps and devices.
- People's access to smart phones is only increasing and people are using them more than ever.
- Competitors
- Other applications are solely focused on capturing one type of content. Whether it is notes, to-dos, calendars, reminders, or journaling.
- Twos is an all-in-one platform helping people write, remember, and share anything.
- Apple Notes has >500M active users yet the overarching sentiment is it is disorganized and not very convenient
- Logseq is one of the most recent PKM's to raise funding. Securing a seed round of $4.1M
- Notion raised at a $2 billion valuation, Coda raised at $636 million, and Roam raised at $200 million
- Mem raised $5.6 million in a seed round led by a16z
- Google Calendar has >500M active users
- Evernote has >220M users
- People don't like paying subscriptions
- Most PKMs are focusing on the enterprise customer leaving a gap in the market for consumers
- Regulation
- EU's GDPR data protection law for transparency, access, erasure, and data portability
- Sociopolitical Events
- The tide has started to turn on social media and extracting user data to sell it. People are becoming more aware of this backwards practice and seeking alternative places to write things down
- The pandemic has made everyone much more individualistic and responsible for their own productivity/feelings/goals. This means that more people are looking for solutions to manage their things.
- With our attention spans lower than they have ever been, people need a quick, easy, and organized system to write things down they want to remember.
- COVID-19 pandemic triggers 25% increase in prevalence of anxiety and depression worldwide.
- Business Objectives (that would inform your marketing objectives) - short term and long term
- Short term business objectives:
- Build an all-in-one app and website for people to write, remember, and share.
- Reach 10,000 DAUs
- Help people understand the benefits of writing things in Twos
- Help people think and plan privately, connect with others when they want
- Hire our initial team to build the foundation of the platform
- Long-term business objectives
- Millions of people think of Twos when they have something to write, remember, or share.
- Thriving marketplace of information people use to make money and learn
- People use Twos privately to remember things and live a happy and productive life
- Build a sustainable company to help people remember things and be their best
- Be acquired by a larger organization to help scale and distribute the platform to more people
- Your offering (and customer experience!) - differentiators, weaknesses, value prop(s)
- Differentiators
- Notes, calendar, lists, reminders, to-dos, photos, journal all-in-one
- Simplicity of the platform as opposed to other all-in-one solutions.
- App and website independent of a particular platform
- Artificial intelligence for natural language reminder detection
- A positive, abstract, and likable brand
- Gamified coin based onboarding
- Collaboration regardless of your device
- Free and no ads
- You own your data
- No subscription and premium features and customizations
- Weaknesses
- Learning curve
- New concept with lists vs notes and all-in-one
- Small support team
- Lack of marketing, design, and team-building experience
- Not a native application
- Broad utility missing target market fit
- Lack of diversity
- Value props:
- Quick (one tap, write things down)
- Easy to get started and use (simple system of days, lists & things)
- Default organization with a calendar
- Leverages integrations
- Free
- Use it on your phone and computer
- No ads and you own your data
- All-in-one; more than notes; calendar, to-dos, reminders, journal, lists
- Clean, minimalist design
- Customers - personas and journey maps... who are they, what do they value, how and where do they buy, what are their pain points? Who's a decision-maker vs an influencer? What does the marketing funnel/customer journey look like for each of them? (SEE ATTACHED)
- Personas
- Moms - busy, a lot to manage at once, not equipped to learn a complicated system; value design, speed, and simplicity; decision-maker to buy in the family when they find something that would improve their personal or family life; pain points are too much going on, forget things constantly, feel unorganized, wish they had a better system; the journey is they see an ad or hear from a friend about the application, they download, they see the value, they start to switch over other systems, they use Twos to remember and keep track of everything
- Small business owners - busy, a lot to keep track of, need a quick, easy, cheap, collaborative platform; they buy when it is cheaper than an alternative, provides value to their business and organization; struggle with too many tools, things falling through the cracks, losing sales, wasting time onboarding; they are the decision-maker and influencer on their business; they see an ad or read an article to improve their business, they are convinced it will help them save money and perform better, they use Twos and bring their company on
- Realtors/salespeople - busy, need to remember client information, listing information, deadlines, and personal information; they value speed, reliability, and sharing with clients and assistants; they buy when it helps them do their job quicker and easier; main pain points are time, tracking information; their journey would be seeing an ad or hearing from a friend about an app to help them organize their lives better, they try it out, find it very useful and can replace a lot of their current systems, they tell other people about it
- Young professionals - need to look good, keep track of things, present ideas, learn and level up in their career; they value simplicity, speed, integrations, utility; they are influencers on the company but do not directly buy; their pain points are organization, productivity; their journey is they hear from a friend or read a blog, they give it a try and enjoy the simplicity, they share it with their boss and the boss influences the team to try it out
- Assistants - busy, lots to keep track of, lots of information to communicate, calendar to manage; they value looking good, keeping track of things, simplicity, speed, reliability; they influence their boss to buy; pain points are spreading information and struggling to keep up with everything, sharing and getting the attention of their boss; they see an ad or hear from a friend about a better way to stay organized, they give it a try, they share it with their boss, their boss likes it and makes them feel good for brining more value
- Care-takers - busy, managing their own lives and the people they are taking care of, have much more besides taking care of people to keep track of; they value cheap, efficiency, aesthetics; pain points are feeling overwhelmed keeping track of everything, cost, speed, and simplicity, reliability remembering things they need to do; they are a decision-maker since the people they take care of can't help; they see an ad or hear from a friend of a better way to keep track of things and remember the things they do, they try the app, the refer it to other people, live a happier life
- Students - busy, lots of activities and school work to keep track of, open to new technology, want to connect with their friends; they value, speed, simplicity, cheap, connection, looking good, performing well; they don't buy much, they use free resources from a school, their parents sometimes help pay for things; pain points are organization, speed, forgetting things, looking cool in front of friends, performing well; they can be an influencer on their school, friends, and parents; they see an ad, read an article, or hear from a friend about an easy way to remember things and stay organized, they try it out, they collaborate with other friends and share things they've written
- Brand - values, voice, promise, visID
- Values
- Honesty
- Clean appearance
- Free tool
- Helping and providing value
- Fun
- Constant improvement
- Privacy
- Voice
- Encouraging
- Understanding
- Helpful
- Fun
- Promise
- Peace
- Remember more
- Feel better
- Simplify life
- Save time
- Achieve more
- Learn about yourself
- Do what you love
- Tyana v3