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Traction : how any startup can achieve explosive customer growth

자료유형

단행본

개인저자

Weinberg, Gabriel, author. Mares, Justin, author.

서명 / 저자사항

Traction : how any startup can achieve explosive customer growth / Gabriel Weinberg and Justin Mares.

발행사항

New York, New York : Penguin Business, 2015 (2020 printing).

형태사항

xiii, 222 p. ; 23 cm.

ISBN

9781591848363 1591848369 9780241242537 0241242533

일반주기

Published in Penguin Business 2020.
Includes index.

내용주기

Preface: Traction Trumps Everything -- Traction Channels -- Traction Thinking -- Bullseye -- Traction Testing -- Critical Path -- Targeting Blogs -- Publicity -- Unconventional PR -- Search Engine Marketing (SEM) -- Social and Display Ads -- Offline Ads -- Search Engine Optimization (SEO) -- Content Marketing -- Email Marketing -- Viral Marketing -- Engineering as Marketing -- Business Development (BD) -- Sales -- Affiliate Programs -- Existing Platforms -- Trade Shows -- Offline Events -- Speaking Engagements -- Community Building -- Acknowledgments -- Appendix: Midds Ring Tests -- Index.

일반주제명

New business enterprises. Marketing --Management. Success in business.

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100	1	▼a Weinberg, Gabriel, ▼e author.
245	1 0	▼a Traction : ▼b how any startup can achieve explosive customer growth / ▼c Gabriel Weinberg and Justin Mares.
260		▼a New York, New York : ▼b Penguin Business, ▼c 2015 ▼g (2020 printing).
264	1	▼a New York, New York : ▼b Portfolio/Penguin, ▼c [2015]
264	4	▼c ©2015
300		▼a xiii, 222 p. ; ▼c 23 cm.
336		▼a text ▼b txt ▼2 rdacontent
337		▼a unmediated ▼b n ▼2 rdamedia
338		▼a volume ▼b nc ▼2 rdacarrier
500		▼a Published in Penguin Business 2020.
500		▼a Includes index.
505	0	▼a Preface: Traction Trumps Everything -- Traction Channels -- Traction Thinking -- Bullseye -- Traction Testing -- Critical Path -- Targeting Blogs -- Publicity -- Unconventional PR -- Search Engine Marketing (SEM) -- Social and Display Ads -- Offline Ads -- Search Engine Optimization (SEO) -- Content Marketing -- Email Marketing -- Viral Marketing -- Engineering as Marketing -- Business Development (BD) -- Sales -- Affiliate Programs -- Existing Platforms -- Trade Shows -- Offline Events -- Speaking Engagements -- Community Building -- Acknowledgments -- Appendix: Midds Ring Tests -- Index.
650	0	▼a New business enterprises.
650	0	▼a Marketing ▼x Management.
650	0	▼a Success in business.
700	1	▼a Mares, Justin, ▼e author.
945		▼a ITMT

소장정보

과학도서관

No.	소장처	청구기호	등록번호	도서상태	반납예정일	예약	서비스
No. 1	소장처 과학도서관/Sci-Info(2층서고)/	청구기호 658.11 W423t	등록번호 121261309	도서상태 대출가능	반납예정일	예약	서비스 B M

컨텐츠정보

책소개

Most startups don't fail because they can't build a product.
Most startups fail because they can't get traction.

Startup advice tends to be a lot of platitudes repackaged with new buzzwords, but Traction is something else entirely.

As Gabriel Weinberg and Justin Mares learned from their own experiences, building a successful company is hard. For every startup that grows to the point where it can go public or be profitably acquired, hundreds of others sputter and die.

Smart entrepreneurs know that the key to success isn't the originality of your offering, the brilliance of your team, or how much money you raise. It's how consistently you can grow and acquire new customers (or, for a free service, users). That's called traction, and it makes everything else easier--fund-raising, hiring, press, partnerships, acquisitions. Talk is cheap, but traction is hard evidence that you're on the right path.

Traction will teach you the nineteen channels you can use to build a customer base, and how to pick the right ones for your business. It draws on inter-views with more than forty successful founders, including Jimmy Wales (Wikipedia), Alexis Ohanian (reddit), Paul English (Kayak), and Dharmesh Shah (HubSpot). You'll learn, for example, how to:

-Find and use offline ads and other channels your competitors probably aren't using
-Get targeted media coverage that will help you reach more customers
-Boost the effectiveness of your email marketing campaigns by automating staggered sets of prompts and updates
-Improve your search engine rankings and advertising through online tools and research

Weinberg and Mares know that there's no one-size-fits-all solution; every startup faces unique challenges and will benefit from a blend of these nineteen traction channels. They offer a three-step framework (called Bullseye) to figure out which ones will work best for your business. But no matter how you apply them, the lessons and examples in Traction will help you create and sustain the growth your business desperately needs.

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