In our sixth #FromScratch masterclass, Florian Heinemann taught our audience how to acquire first users and build a marketing machine when starting a company.
Florian is Europe’s number one online marketing expert. Since 2012, he is a Founding Partner of the operational VC firm Project A Ventures. Prior, he was Managing Director of Rocket Internet. In this role, he was instrumental in building Zalando, Global Fashion Group, and eDarling. Florian has been a business angel and founding investor in close to 100 startups including Trivago, Zalando, Home24, CityDeal, Audibene, Affinitas/eDarling, ClassPass, AdScale, Mimi, Bitbond and Movinga.
In this episode, Florian elaborates together with moderator Christian Miele (Partner at e.ventures) on how to understand who your key customers are and tailor your product around them. He explains why it is key to start collecting business analytics data from day one and find the right approach between quantitative and qualitative marketing.
Full list of topics we discussed with online marketing expert Florian Heinemann in this episode:
[01:21 - 02:36] Introduction
[02:37 - 05:08] How Florian Heinemann got started in online marketing and became an expert
[05:09 - 07:08] What type of marketing person to hire first when you start a company
[07:09 - 09:23] What background your first marketing employee should have
[09:24 - 12:18] Which marketing DNA to go for when starting up
[12:19 - 14:26] How to acquire your first users
[14:27 - 16:57] The budget you need to get started with your marketing efforts
[16:58 - 20:24] What role your product plays in regards to marketing
[20:25 - 22:03] How to use data in marketing
[22:04 - 25:02] How the data approach is different between business models
[25:38 - 29:01] On the relevance and best practices of cohort analysis
[29:02 - 33:29] Important milestones for doing a cohort analysis
[33:30 - 38:45] How branding and qualitative marketing can and need to merge
[38:46 - 41:35] How to hedge your budget and diversify your marketing channels
[41:36 - 44:51] On the comparison between marketing in the past and nowadays
[44:52- 46:47] Outro