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4 Ps of Marketing

Golio is in a rough-and-ready state.  It exists, it works, however it doesn’t look like much.  It is time to think about marketing.

First let me clarify, marketing isn’t advertising.  That is a common misconception.  Marketing is much broader.  Typically marketing is broken down into 4 different topics.

Product – the product is pretty critical.  Coke is carbonated sugar water.  BUT it has a very particular packaging look, carbonation level, caramel flavour, etc.

Promotion – This is where advertising comes in.  Something could be advertised, bundled in with another product, discounted, etc.  Branding ties the product and promotion together.

Placement (distribution) – Where a product is purchased has an impact on the perception of the product.  Moving a dressing from the shelves to the fresh veggie display set Renee’s apart from the competition.  Apple prevents retailers from discounting its products.

Price – Pricing sends a message to customers.  Charging more than the competition implies there is something different and special about your product.  Charging less may help a product achieve superior economies of scale.

So where is Golio today?

Product Positives – Technically there is a basic functioning product.

Product Negatives – Basically – it is a little boring.  The logo needs work, the site uses off-the-shelf fonts, the copy is accurate but stiff, there is likely a lot of help menus that would be helpful.

Promotion Positives – The social media team is doing a great job.

Promotion Negatives – Golio needs help finding test users.  This will require ‘direct marketing’, one-on-one introductions to the site and it’s use.

Placement Positives – Golio works very well on desktop and mobile devices.  The development team has done a great job.

Placement Negatives – It isn’t in a downloadable app.  This was a strategic decision.  Golio isn’t a game, rather it is a tool.  This could be the wrong call.  I suppose an app could always be built.

Price Positives – Golio is free to use.  It is always free to create a profile, join a project or create a project.  We believe strongly that the reputation you build in Golio will be immensely valuable.  We’re on a mission to prove this.

Price Negatives – Yet to see…  There will be something, there always is.



(Older doc again, Sept 2013)
I just saw an article about tattoo artists suing because their work on famous athletes became rendered in video games. I am paid to work. I pay people to work. Asking for additional compensation after the fact feels like ‘rent-seeking behavior’.

Of course the devil is in the details. If I pay a band to play a show, secretly film the show and then sell dvds I am acting in bad faith. I always intended on making revenue beyond the tickets at the door. However, if I pay a tattoo artist for ink I assume I own the image. Imagine finding out someone else holds the rights to your tattoo and you owe them royalties every time your photo is taken…

#1 do good work always.

#2 keep working.


Rent-Seeking wikipedia
In public choice theory, rent-seeking is an attempt to obtain economic rent, (i.e., the portion of income paid to a factor of production in excess of that which is needed to keep it employed in its current use), by manipulating the social or political environment in which economic activities occur, rather than by creating new wealth. One example is spending money on political lobbying in order to be given a share of wealth that has already been created. A famous example of rent-seeking is the limiting of access to lucrative occupations, as by medieval guilds or modern state certifications and licensures. People accused of rent-seeking typically argue that they are indeed creating new wealth (or preventing the reduction of old wealth) by improving quality controls, guaranteeing that charlatans do not prey on a gullible public, and preventing bubbles.

Many current studies of rent-seeking focus on efforts to capture various monopoly privileges stemming from government regulation of a market. The term itself derives, however, from the far older practice of appropriating a portion of production by gaining ownership or control of land.

Met up with old boss

Blog 4:
In school we did a lot of interesting behavioral exercise. One of my favorites was a modified version of Hot and Cold. Two people were removed from the class. An object was hidden in the auditorium. The first one was sent in to look. The rest of the class shouted “yes” when they were heading in the right direction. It took them about 1 min to find the object. The second person was brought in and the class shouted “no” when they were looking in the wrong place. After 10 min this person gave up, nerves clearly shattered.

I had dinner with my old boss. He told me about how the people he’s worked with recently are all terrible. I don’t know if this was some kind of indirect complement. It might be, I can’t say yes or no. The conversation turned back to them several times so either it was just on his mind or he wanted to get something across to me.

It took a long time to get used to working with this individual. He can be very prickly and is quick to criticize. “Do you like the colour blue” “That’s crazy! Who likes blue? What a ridiculous idea.” Over time we got to know each other quite well but Initially I focused on keeping our clients happy and pulled back from social contact. Possibly I could have learned a lot more from him or together we could have been a much more effective team but the struggle and grief really wore me down.

I try to think of the class room experience and my time spent with difficult individuals. Everyone under pressure, low on sleep, having a bad day, is tempted to be short with people. We have the power to pick our attitude. Not only is it unnecessary to be harsh, it is counter our own best interest. If I want the best performance out of people around me I focus on encouraging the behaviors I want to see. Focusing on faults really doesn’t further very many situations.

Personal Relationships

Blog 3:
Greek Rhetoric has 3 distinct appeal approaches: ethos (character and credibility), pathos (emotional appeal, metaphor, story telling), logos (hard reasoning, inductive or deductive)

A friend of mine is contemplating committing a relatively large sum of money. As we discussed this ‘opportunity’ I realized we have a difference of preferences. My friend strongly believes in the people, the ‘ethos’, associated with this investment. I realized I wasn’t interested in the long relationship, the family connection, etc. I just wanted to know about the specific mechanics of the deal.

I need to check myself sometimes. Personal relationships matter a lot! Often I delay doing thing that matter because I can justify prioritizing something else. I decide what I want to do and then shoehorn in a logical justification. On the other hand if I am doing something for my family or friends I more often ‘just do it’.

How to Win Friends and Influence People, written by Dale Carnegie, is really worth reading. It is actually work revisiting every year or so. One of the fundamental take-always is to avoid arguments. My ‘logos’ orientation makes me focus on ‘correct’ answers. The truth is once any sort of disagreement starts both sides stop listening. ‘Logos’ is a dead end in 9/10 discussions.

I didn’t learn Relationships in school. I developed them sure but I didn’t practice and I certainly didn’t learn any tools or techniques. My time in grade school and university taught me that there was an ‘answer’ and this ‘answer’ was worth pursuing. Today I want to ‘complete’ something and to have everyone involve walk away happy with the produce and the process.

Back to my friend’s investment – he believes in these people and I hope they don’t let him down.

“Do’er” #1

Blog 2
Something this morning reminded me of the zefrank video series. Ze put in an enormous amount of effort over a year period developing a video a day, every day. It is funny stuff. Though, why I mention Ze is he seems like he’d be great to work with.
Characteristics that make Ze seem like a great collaborator: he put a lot of time in, he hit deadlines, great attitude (published even while clearly quite sick), creative even when restricted (i.e. limited medium or skills), encouraged others and valued their contributions

First Blog + Second Company

Blog 1: Where to begin? This is the second company I’ve started. I’m feeling excited and nervous.
Company 1 – I was a junior on a great team that didn’t last long. We didn’t understand our buyers. The business model relied on some market research that missed some key information. I didn’t make any money but I feel I took away a lot of valuable learnings.
Company 2 – This is a passion project. I think I understand the buyers because I would sign up if this existed today. That said the question still remains ‘if you build it will they come?’. I’m trying to figure out: who are ‘they’, do I understand them, are they like me – can I just think of them as ‘we’?
DO’ers – I’m continually inspired by the artist, inventors, entrepreneurs who make things happen. They have the self motivation to see things through. They also inspire and motivate people around them to help make their vision a reality.
(This sounds corney. I wish I was a more poetic person.)
TRY’ers – I identify with these people. You know this person from school or work. They are continually beaten down my the system but they keep at it regardless of the challenges they face.
As I start this new venture I’m asking myself, can I transform from a “Try’er” into a “Do’er”. As I mull this over I also ask, is there a million other people out there who are hoping to make the same leap?
P.S. A friend just sent me ‘Star Drunk’. I love it. I bet no one made any money but millions of people will laugh as hard as me. If ‘Star Drunk’ needed a favor I’d go way out of my way to help just to say thanks. Consider the effort that went in: acting (learning lines and then getting drunk), sets, props, lighting, cgi, editing… Thanks Star Drunk